Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Context, Creative Development, Creativity, Culture, Dad, Design, Jill, Marketing, Marketing Fail, Paula, Perspective, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Women
I know it’s Halloween, but how I’m choosing to ignore it because I wrote this post ages ago and I can’t be arsed to write a new one to celebrate the ghosts and ghouls.
Hey, at least I’m being honest.
So anyway, I love design.
In fact, I would go one further …
I think design can see opportunities most strategists could never pull off.
This is not because my wife is one.
And some of my closest friends.
It’s because design can make the impossible, happen.
It can make a teetotaler buy alcohol.
It can make static images move.
It can make you want to pick up a specific product on an aisle of identical products.
It can open possibilities to people who have been denied for years.
And it can make you pay a premium for something that does exactly the same thing as everything else.
This last one is exemplified by something I saw when I was recently in China. Specifically this:
How lovely is that?
Yes, I really am talking about IT and mathematical equipment.
And while I assume the manufacturers are trying to attract a female skewed buyer – given its lipstick pallete inspiration [Don’t shout at me, I said skewed, not exclusively women because I totally appreciate the role cosmetics play across culture] – it’s such a refreshing change from the old, lazy, sexist and conformist ‘just make it pink’ bullshit that so many marketers used to think was the most efficient and effective way to engage the ‘female customer’.
Like this.
Or this.
Or this.
Or this.
Or this.
But it’s not just because it’s an update on the lowest-common-cliche we’ve seen – and still see – from brands. No, what I also love is the craft and consideration that has obviously gone into all of it.
It’s wonderful.
It’s refreshing.
It’s something I bet few planners would ever come up with, because one of the biggest problems we have as a discipline is our desire to reveal our self-appointed ‘intellectual superiority’ and frankly, creating a set of IT equipment that has been inspired by lipstick palettes is probably something the vast majority of us would see as ‘beneath us’.
And that’s problematic for a whole host of reasons.
From the fact we prefer to give answers rather than gain understanding right through to our motivation seems to be more about impressing our peers than doing things that actually change outcomes. Not in reality, but theoretically. Hence we read so many ‘hot takes’ about what’s wrong with work from people who have never made anything of note whatsofuckingever.
It all reminds me of something my Dad used to say, which – because I love the Lucille Ball quote about the same issue – I’ve paraphrased to this:
A person who wants others to know how intelligent they are may be smart, but they’re not very clever.
And that is why I adore what my wonderful and brilliant friend, Paula Bloodworth, recently spoke about at a conference when she said, ‘the smartest thing a planner can be, is stupid’.
Happy ‘trick or treat’.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Context, Corporate Evil, Creativity, Culture, Embarrassing Moments, Management, Marketing, Marketing Fail, Mediocrity, Perspective, Point Of View
I don’t struggle for things that fuck me off, but what is currently top of the charts on my personal ‘shit parade’ is people who talk in definitive and absolute terms.
Actually I need to be more specific. I mean the people who talk in definitive and absolute terms that blatantly attempt to elevate their position by putting others down via some pseudo-intellectual or utterly subjective horseshit.
It’s happening more and more, especially on – surprise, surprise – Linkedin.
And while I’m all about having a point-of-view, it only has value if you have an appreciation of what others think or do. So you have some real context to evaluate your viewpoint. And it would be even better if you also had some actual experience in the area – or on the issue – you’re being condescending about. Not ‘in theory’. Not ‘by association’. Not some ‘short-term, low-level’ employment experience from 20 years ago. Actual experience. So – you know – you can show you have an actual idea what the fuck you’re talking about, including what it takes to actually make these things happen and who is complicit when it doesn’t on an on-going basis.
Because nothing screams egotistical, blinkered, privileged, arrogant asshole – desperate-for-attention-or-notoriety – than saying “This is shit as is anyone who disagrees with me”.
Topped off by then ignoring, deleting or blocking anyone who dares challenge their view, even if they are well placed to have a perspective and are expressing it with respect and politeness.
It’s like they’re the bastard love child of Andrew Tate and a shock-jock talkback radio host. Immediately dismissing anything that doesn’t suit their narrative but throwing praise on anyone or anything that acknowledges it. Even better if it specifically acknowledges them. By name.
The thing is, these people have smarts. They’re not stupid. But their ego refuses to accept or acknowledge any other possible way of thinking or working. So when someone or something achieves a level of success that sustainably outstrips their approach, they either attack or try to claim some sort of ownership of the success. A bit like all those people who suddenly updated their Linkedin profiles to say they were NFT/Metaverse/AI experts.
It’s pretty incredible to be honest.
Which is why I find it kinda-ironic some of the worst offenders seem to be those who reside – or are associated with – academia. Not all of course, just the ones who seem to think that because they’re highly qualified in one area, they are qualified to speak about all areas.
Which is why, whenever I see these men [and it’s typically men] peacocking on social media, it reminds me of Lucille Ball’s brilliant quote. A quote I made into a sticker that I’ve given to members of my planning teams for decades.
A sticker permanently stuck on the front of my laptop …
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Audacious, Brand, Brands, Collaboration, Creative Development, Creativity, Culture, Entertainment
Over the years I’ve written a bunch about weird colabs.
There was Prada and LG.
And of course, Ferrari and SanDisk.
Then the classic, ‘should ink stink’ of Montblanc and Perfume.
[Though since that post in ’07, Montblanc have evolved into more of a proper ‘lifestyle’ brand]
Anyway, there’s been loads, but it has felt that recently things have slowed down – or should I say, have become a bit more ‘logical’ – which is why I was kinda-ecstatic when I saw this.
Yes … it’s Coke Zero x Oreo.
In drink form [where it takes of Oreo] and in biscuit form [where it tastes of Coke Zero]
Now while I LOVE Coke Zero and used to love Oreo [can’t/don’t eat them anymore] … there is absolutely no reason why these 2 brands should come together.
Zero. Nada. Zilch.
And I can say, having tasted them [well, at least the drink version] I completely stand by that view … however that doesn’t mean I was not utterly thrilled when I saw them do it.
Now this is not simply because it’s all kinds of incredible that 2 of the most sugar-based brands in the history of the World have been able to create a product [at least in drink form] that has ZERO SUGAR in it … but because it’s the sort of madness that is being seen less and less in the world. And yet, it has captured the imagination – whether in terms of curiousity, aspiration or disgust.
Finally, something that provokes a real reaction in us.
Not ‘mildly pleasing’ or ‘generally nice’ but LOVE or HATE.
Fuck me, what a relief.
But it’s also a smart business move because as I wrote when Walkers launched their ‘mince pie’ flavoured crisps … it forces you to notice.
And while some may say, “being noticed means nothing if you’re noticing it because you hate it”, I’d say it still achieves a better return on investment than the approach of making everything so bland you don’t care, even when you see it.
Also known as current marketing practice philosophy.
So while I appreciate a limited edition is always going to provoke a response that is faster/greater than an established brand or product, it’s worth remembering – at this time where so many Effie submissions are being judged all over the world – that nothing drives commercial effectiveness like creative ridiculousness.
Or, to quote The KLF, if you want to win, ‘don’t give them what they want, give them something they’ll never forget’.
It’s not hard … we just make it that way because of ego, procurement, mediocrity or logic.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Auckland, Communication Strategy, Context, Creative Development, Creativity, Culture, New Zealand, Perspective
A few weeks ago, while going for my daily walk, I saw this:
I know there’s nothing new in this concept.
Let’s face it …
+ Solving problems are more powerful than communicating problems.
+ Talking to someone is always more effective than talking to everyone.
+ Changing contexts and perspectives helps change contexts and perspectives.
+ Being self-awareness opens up possibilities for who you can become.
… is well established and been practiced for years – such as this iconic piece from London’s V&A years back – but I still like it. A lot.
I know it won’t change the world, but it’s an idea that may change somebody’s … because to paraphrase Ferdinand Porsche, ‘its better to be everything to someone than try to be anything to anyone’
So to the Auckland Museum and the people behind it, well done.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Brand, Business, Collaboration, Confidence, Content, Context, Contribution, Creative Development, Creativity, Culture, Emotion, Empathy, Loyalty, Management, Marketing, Marketing Fail, Mediocrity, Music, Point Of View, Relationships, Relevance, Reputation, Resonance, Respect, Strategy, Stubborness
As many of you know, over the past 8 years, I’ve found myself working with a number of artists/musicians/bands on a whole bunch of projects.
The Black Keys.
Red Hot Chili Peppers.
Journey.
Metallica.
Muse.
Massive Attack.
Some have been one-offs assignments … some have been more long-term collaborations … some have been direct with the artists … some have been via their managers/record labels/third parties … but overall, bar the RHCP/Kiedis ‘experiment’, they’ve all been creatively challenging, fascinating, and fulfilling.
Now to be honest, there are many things I love about working with artists, however a couple of the things I love most are the questions they ask and the attitude they have towards what they want to do.
Their questions are never with an underlying agenda. Of course, I don’t doubt they’re capable of doing that … but I’ve never personally experienced it. Yet. Hahaha.
Personally, all I’ve ever heard are questions expressed with a genuine sense of curiosity behind them … a real desire and willingness to explore something that’s in their head and on their mind.
But more than that, there’s an openness to hearing what you think in response.
A willingness to discuss, debate and talk it out.
I think I’ve written about the first time I did a project for one artist who, frankly, hated what I’d done. Actually, hate is probably not a big enough word for how much they loathed it.
Not because it was wrong, but it was wrong for them in terms of their specific values, beliefs and approach to what they did.
Anyway, at the end of the meeting – thinking they were going to tell me this wasn’t working and we were going to ‘part ways’ – I asked, “so what should we do next?”
You can imagine my surprise when they responded with: “Well, now you’ve heard why we don’t like it, we assume you’ll take that into account with whatever you suggest we should do in your updated reccomendation .”
I was stunned. Not just by how they answered, but the impact their response had on me.
Because while they had made it very clear they didn’t like what I’d done, they made sure I understood their comment was purely in relation to the specific task I’d done rather than a judgement on my overall ability or approach. In fact they went further than that … through their choice of words, they actively showed their belief and support in who I am, what I do and what I could do for them that they may otherwise not be able to see or pull off.
Now let’s face it, it could have been so different.
We’re talking rockstars here, so its not hard to imagine that they could …
Dictate what I had to do.
Demand how I had to do it.
Dismiss my involvement and opinion.
… after all, we see clients try and pull that shit every single day. But instead, they let me walk away from a pretty bad meeting feeling confident, encouraged, inspired and ambitious.
For someone who has been doing this job for a very long time, I can tell you that meeting was up there with the very best experiences I’ve ever had with the very best clients I’ve ever worked with.
A sense of shared transparency, responsibility, ambition, expectation, standards and support.
And it’s a sense that has continued to this day, even though there’s been some more awful meetings in-between, haha.
But that’s not the point of this post …
You see I’ve recently started working with another artist.
An incredibly successful solo musician. A singers, singer – so to speak.
Anyway, I was involved in a meeting with them recently where they were discussing an opportunity, they’d been presented … and watching their thought-process as they decided whether they wanted to do it was amazing.
Halfway through the conversation, they said: “I don’t care if the audience are bored, I want to make sure I’m doing something that doesn’t bore me”.
Now I get that on face value, that can sound incredibly arrogant … but that isn’t the tone they said it in, nor was it what they meant.
What they were saying was they needed to find a way to make what they were being asked to do, interesting for themselves, because otherwise they could not work out why anyone would find what they did interesting.
In many ways, they could just turn up and people would be thrilled, but that’s not their approach, attitude or standard.
Of course, part of this explains why they are where they are … but it was a beautiful thing to witness.
Where so many brands seem to have an attitude of ‘minimum viable satisfaction’ [MVS], here was someone who felt praise was only worthy if they knew they’d done something they felt had been truly valuable to them too.
Not for ego.
Not for arrogance.
But for growth, fulfilment and expression.
Imagine if companies adopted that same attitude in what they did.
Some absolutely do. Most, sadly don’t.
Seeing effort as an obstacle rather than a door to incredible rewards.
Not just financial, but personal.
And while money makes the world go round, the key thing I’ve learned from the artists I’ve worked with is if you play repeat, you satisfy everyone but yourself.
Then you don’t even satisfy them either.
And that’s why for all the processes, systems, models and marketing practices being peddled and pushed, the foundation for a fulfilled future is being open to challenging yourself, rather than always playing to where you’re comfortable.