Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brands, Brilliant Marketing Ideas In History, Cars, Communication Strategy, Context, Creativity, Culture, England, Experience, Insight, Leadership, Legend, Luxury, Management, Marketing, Mercedes, Perspective, Point Of View, Relevance, Reputation, Resonance, Respect, Retail, Strategy, Success
I’m back.
Worse, I’m back and ready to make ‘amends’ for not writing any posts for 5 days … I’m going to be writing some extra-long ones. Even by my overlong standards. However the good news is – unlike my usual standards – they are pretty good. I think. At least some of them.
So years ago I worked with on a global project for Mercedes.
One of the people they said I should meet was a dealer principal of a local Mercedes dealership in Derbyshire, England.
To be honest, I was thrilled as many companies try to keep you away from ‘the coal face’ to ensure their carefully constructed ‘delusion of perfection’ can be maintained … but they were pretty insistent I met this person.
What made it even more intriguing is when I asked them why, they replied, “Oh you’ll see”.
So, a week or so later, I found myself on a train heading to Derby to meet this gentleman.
Now let’s be honest, car salesman have a certain reputation …
A lot of the stereotypes are most likely bullshit – or shaped by a few bad eggs rather than the whole industry – but I admit I went in slightly cautious as to who I’d meet.
But the person I sat down with was one of the sharpest marketers I’ve ever met.
I also loved that – despite owning multiple different Mercedes dealerships, something like 20 – he called himself a ‘car salesman’.
He was passionate about the brand and equally as passionate about selling them and didn’t want to hide that fact.
He also said his Mum had told him she was embarrassed he introduced himself that way to people … which had motivated him to be even more focused on making his business successful.
One of the best examples of his attitude was his story about how he chose where to build a new dealership.
He was going to open a dealership in a new city and wanted it to be where all the competitor car dealerships were located. His attitude was it was better to be where everyone goes than to try and convince people to go somewhere out-the-way, just for him.
Apparently, there were a few available locations he could have built, but he had his heart set on one place … next to the local BMW dealership.
They were something like number 110 and he was going to be 111. [I can’t remember the exact numbers, but you get the point]
Anyway, by his own admission, he overspent on buying the land – but for him, there were three major reasons he wanted to be there.
The first was that he knew BMW was his main competitor and so if he was located next to them, most people in the market for that level of car would end up visiting both dealerships.
The second was that he knew many people saw the BMW and Mercedes brand as interchangeable. By that I mean their ‘quality and status’ were pretty similar so often the choice of vehicle came down to service standards and/or price.
Which led to his 3rd reason …
Because he wanted customers to feel Mercedes was the more ‘prestigious’ car to own before they had even entered the dealership – to increase the odds/desire to own – and so by choosing that specific location, he could run ads that signed off with:
Visit your local Mercedes dealership. One up from BMW.
Yep, he spent all that extra money just so he could do that with his ads.
And you know what?
It worked, because it became the most successful Mercedes dealership in the UK.
Of course, these days no one would ever do that sort of thing – at least in terms of marketing – because you’d have some ‘guru’ state ‘when you use a competitors name in your advertising, you’re promoting your competitor’.
It’s the same myopic thinking that has led to certain clients having a negative reaction to anything they perceive as negative … even if it is [1] just in the brief and/or [2] being used to elevate the value of your brand.
Now you may think this post is going to take a dark turn, but it’s not …
Because I tell this story because I saw something wonderful on Twitter/X about Everton Football club.
A story that reminded me of that Mercedes car salesman and his commitment to always finding ways to paint a particular image in people’s minds.
And while I appreciate in this case, it is so subtle that many may miss it … once you know, you’ll not only node your approval for their genius but – if you’re an Everton Fan – you’ll feel pride that you got one over the ol’ enemy.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Craft, Creativity, Culture, Mum, Mum & Dad, My Childhood, Nottingham
As I am away till next Wednesday on a work trip and I wrote about Dad yesterday to celebrate what would be his 86th birthday … I thought I’d leave you with a post about Mum, to even it all up, haha.
So Mum loved the arts.
Actually, it was more than just love, but curiosity.
Not in a suspicious or judgmental way … but from the perspective of wanting to understand more of it.
Not academically, but more about how the artist approached the work and why.
And it is because of this attitude, Mum was as keen to explore the stuff she didn’t know as much as the stuff she did.
One day she saw an ad for an orchestra coming to Nottingham.
Their name was intriguing – suggesting a new approach or experience of music – so she, along with her neighbours, bought tickets to go and see them at the Royal Concert Hall.
So a few months later, three 80 year olds caught the bus into the city and walked into the venue, only to be a little surprised at what they saw.
Because rather than a stage full of orchestral instruments, they were met with huge amplifiers and a massive lighting rig.
It didn’t take them long to discover why …
Because the orchestra they were seeing was the Electric Light Orchestra.
Also known as ELO, the rock band.
And they loved every single second of it,.
The music, the volume, the musicianship, the drama, the lighting, the whole extravaganza.
I still remember the excitement – and laughter – in Mum’s voice as she told me all about it. But there was one thing above all that stood out – and that was her happiness at discovering, experiencing and exploring a new artistic expression.
Because while she liked – and knew – some of the songs, her biggest joy was the surprise of the unexpected.
Where many would be disappointed to not have what they thought they were getting, Mum was elated.
She understood it was a gift.
A way to see more, feel more, experience more and know more than she did before.
Leaving with more than she went in with … musically, creatively and how people interpret and interact with the World.
But that was her …
A human who not loved to learn for the sheer joy of learning, but had a deep interest in what others are interested in. Even if she didn’t particularly like it, understand it or connect to it.
Because to her, knowledge wasn’t power, appreciation was.
Appreciation earned through listening, learning, experiencing and engaging.
An openness to expression and experience …
It’s why that even in her 80’s she was curious to the new.
Not so she could pretend she was young, but to protect her from becoming old.
By that, I mean in terms of her attitude to life rather than reversing her age.
And as I get older, I realise what an amazing role model she was to me.
To be comfortable with the uncomfortable and curious to the new.
Because while Mum was a person of high standards, morals and values … she never let these become barriers to exploring or welcoming the people and subjects that lived outside of them. Not so she could judge, but so she could grow.
We could do with more people like my Mum these days.
Across all areas of life. From politics to advertising.
Because we see so many people aggressively trying to live in the bubble of their making.
Actively standing in the way of new ideas and ideals … fighting hard to defend what they have or control what they don’t.
Believing they know enough and are enough so stay within the walls of their blinkered, privileged, superficial echo chamber.
Seeing anything different or new as – at best – hard work or, at worst, the enemy.
Living by headlines, not experience, curiosity and understanding.
So while Mum most definitely had her quirks, I’m increasingly grateful that she – and Dad – taught me variety isn’t the spice of life, it’s makes sense of it.
Thank you my dear, wonderful Mum.
Filed under: A Bit Of Inspiration, America, Authenticity, Creativity, Culture
Recently I was in NYC and I absolutely loved being back.
There’s many reasons for that, of which one is crazy cities are where I feel I am able to breathe.
I know that’s a bit of an oxymoron given they’re full of pollution and people, but it’s true.
I feel free, alive, engaged and present there.
It’s like oxygen to me.
Don’t get me wrong, I like Auckland A LOT – much more than some of the other places I’ve lived – but its no comparisson to the busy, demanding, restless and relentless energy of the mega city.
It’s one of the reasons we won’t be here forever and one of the reasons why Shanghai remains my favourite place I’ve ever lived.
A place where anything could happen – and often did.
A place where anything could be seen – and often was.
A place where variety was on every corner – and never stopped.
A place of the good … bad … enthralling and exciting.
How can anyone not get intoxicated by that?
OK, I know not everyone does. For example where I feel the creativity, possibilitiy and energy of the place, they tend to feel the noise, mess and pressure … which is another reason I love the big cities, because it has variety of people, not conformity. And nothing kinda captured this than the cars I saw on the streets of Soho.
Look at that …
From shiny status to crafted shitbox. And Tesla truck wankers.
Yet they not all seemed to fit perfectly into the environment, they were also all perfectly accepted.
And that’s part of what I love … that the paradox creates the energy to enable new possibilities.
Something to compare and compete against. Revealing and opening doors that would otherwise stay hidden or closed.
It’s why I find creativity becomes a true force when it has something to push or fight against.
Something that demands it to elevate its game … and push against rules and conformity.
Rebellious inspiration, so to speak.
Because while creativity has no limits, it seems to go to more interesting places when it’s provoked by the fear of complicity, conformity or routine.
Maybe that’s something companies – and cities – could do with embracing a bit more.
Because while comfort and consistency is nice, the unknown and unexpected don’t just keep things moving … they make sure you never take confront and consistency for granted.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Audacious, Authenticity, Bands, Brands, Business, Comment, Confidence, Context, Creative Development, Creativity, Culture, Differentiation, Distinction, Emotion, Empathy, Imagination, Individuality, Innovation, Leadership, Loyalty, Management, Marketing, Marketing Fail, Mediocrity, Metallica, Music, Provocative, Relationships, Reputation, Resonance, Respect, Talent
Recently I watched a documentary on a band.
A household name. Not just in America, but around the World.
It was pretty good … but the most interesting part of it was the interview with the manager.
Specifically how he described what he was there to do:
He said: “My job is to do one or two things that change your life. Not ‘good moves’ but change your life”.
And while they turned out to be arguably more focused on their own fortune than the artists they represent, it cannot be denied they achieved exactly what they said for the band in question … helping turn them into the biggest band in the world for a period of time. An accolade they have managed to forge into a long-lasting career that sees them continue to be at the top end of their industry.
Now of course, there’s a lot of things that go into achieving success like that.
Songs.
Talent.
Drive.
Concerts.
Fans.
Distribution.
Copyright ownership.
But a good manager has a huge influence and role to play in all of this … which got me thinking.
What if clients saw their agency partners as people whose role was to do the same as this manager?
To help them fundamentally change the trajectory of where their business is rather than continually communicating – and reinforcing – where they are.
Dramatic change, not incremental.
OK, there’s some clients who actually do that – and a lot more who think they are, but are doing the opposite – but the reality is for all the talk of ambition and change, so much of it what is done is about keeping things exactly where they are.
Part of this is because of the influence of ‘industry guru’s’ who have positioned themselves as business liberators when really they’re more insurance salesmen [made even more hilarious by the fact the vast majority have never created any actual creative work or built a brand of note] … and part of it is because of a narrative that’s been going around that suggests agencies care more about taking clients cash through excessive timelines and pricing.
As I’ve written before, this attitude is more bullshit than fact … shaped by a procurement process that doesn’t value quality of work – just the price of it – and a corporate attitude where the expectation is complicity not challenge.
Of course that doesn’t ignore the fact some agencies have also played their part in creating this situation by devaluing creativity, devaluing training and agreeing to whatever gets them the revenue – regardless of the consequences – which just reinforces what a mess we’re in.
It’s why I loved that managers quote so much …
The goal being to create the conditions to be ‘the exception’ by being exceptional..
Not ‘a little bit better than before.
Not ‘a little bit better than those around them’.
But to fundamentally change the context and rules of the game.
Champions, not just players.
Of course, it’s easier said than done … but I’ve had the pleasure of seeing it in action up-close-and-personal through Metallica’s management, which is why I know it can be done and I know you can increase the odds of it being able to be done.
Because in their case, what they’ve helped achieve is remarkable.
Put aside the fact they have worked with the band for almost 4 decades. Put aside they’re the most successful music management duo in music history. And think about how they’ve enabled 4 old men – who write what can best be described as ‘mass niche’ music – not just continue to live at the forefront of popular culture, but do it in a way where their creativity is deeply respected by all.
Hell, they’ve become the second most successful American group of all time.
OF. ALL. TIME.
But it’s even more than that … because they’ve also helped the band find new ways to push, explore and expand what they do with their creativity and how they can do it.
Incredible.
Of course, none of this would be possible without the band having the hunger and desire to keep pushing, but their relationship – and trust – of their managers is a key part of what enables it to be possible.
Which is why there’s a couple of things Peter Mensch – one half of their management team – said to me that has had as much impact as the quote that inspired this whole post.
1. “Our job is not to market the band, but to protect their truth”.
2. “We’re not paid to kiss their ass, we’re paid to tell them the truth”.
And maybe that’s a couple of the reasons why Metallica have been able to build a business and a brand [even though they would hate those terms] which is wildly more successful –culturally and commercially – than many brands who spend tens of millions trying to be.
Not just because music connects to people in ways brands rarely can, but because many brands don’t actually know who they are and don’t want to listen to anything that asks questions of them, they don’t want to acknowledge or accept.
So it’s little surprise an agency can change a brands life when brands so often choose to delude themselves with where they currently are … where their version of a relationship is based on how much you cost and how easy you are to deal with, than the quality of the advice and results you help them gain.
For all the systems and processes our industry has latched onto in a bid to prove our credibility and method behind our approaches … how many brands can we say have fundamentally ‘changed their life’.
One?
Ten?
One Hundred?
Certainly not as many as you would expect from the US$87 billion dollars spent on market research in 2023 delivered.
Which is why I leave this post with another music reference … another perspective that had a profound affect on me.
This time it’s from the band – albeit they were more artists than musicians – The KLF, who not only captured what I believe defines a great manager, a great agency and a great brand … but what also creates the chance for someone, anyone, to properly change their life.
“Don’t give them what they want, give them what they’ll never forget”
Filed under: Collaboration, Complicity, Consultants, Corporate Evil, Creativity, Culture, Customer Service, Egovertising, Empathy, Management, Perspective, Professionalism, Relationships, Relevance, Reputation, Resonance, Respect
A few weeks ago, I told a private client I wasn’t going to work with them any more.
We hadn’t worked together very long, but while their team were great, this person wasn’t.
The basic issue was they thought they were paying me to be their servant.
Or more precisely, subservient.
It became very obvious very soon that they thought my job was to:
Agree with what they say.
Do whatever they want or demand.
Be quiet when stupid decisions were being made.
In essence, they thought they were God but unfortunately, I’m an atheist.
So I politely told them I wasn’t the person they needed right now and I wish them the best.
Before I go any further, I totally appreciate the privilege I have being able to do this, but this was never going to work.
They didn’t take it very well and wanted me to spell out why I was walking away.
So I calmly explained that for someone who had failed many times in an area where I had a lot of experience and success – they did not want to acknowledge, discuss or change any element of their approach which was objectively, flawed.
On one level I understood why.
This was their company and so to admit failure would mean having to admit they had failed. Or at least been complicit in it. And that’s hard. No one wants to do that. But I wasn’t doing it to make them feel bad, it was – as is always the case – because I wanted to win better.
Now the reality is for them to act this way towards me meant they had acted this way to others before me … and maybe that’s what this point they started to get pretty rude and personal. Given they were wealthy, they were probably used to getting their own way with companies who are fine with being paid well for complicity.
Now I am no Saint, far from it. I’ve made a cavalcade of bad choices and decisions over my time, which is why I won’t judge anyone who chose to accept their expectations – even if I do feel for whoever was told by their bosses to accept their shit – but, to paraphrase Meatloaf, I will do anything for great, I won’t do that.
No no no no no no no.
As I said, I completely get the privilege of being able to have this attitude.
In many ways, its the very definition of privilege on a multitude of levels.
And while I can’t defend that, for what it’s worth it’s one that has taken years to form – of which becoming a Dad has been a major factor – but I am at a point in my life where valuing my sanity, health, self-respect and whatever reputation I have, is worth more than any of their money.
Which, for me, is maybe a sign of success that I can genuinely feel proud of achieving.
I hope everyone gets the chance to do this.
Not just because of how good it feels, but because everything would be so much better with more honesty rather than ‘commercial harmony’.
[And yes, I know I’m living in delusional land, but it’s nice to dream]