Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brilliant Marketing Ideas In History, China, Chinese Culture, Communication Strategy, Confidence, Content, Context, Creative Development, Creativity, Culture, Cunning, Devious Strategy, Distinction, Government, History, Influencers, Luxury, Marketing, Perspective, Politics, Relevance, Resonance, Respect, Revenge, Truth
Once upon a time, when I lived in Singapore, I popped into the restaurant next to where we lived on Club Street, to get some takeaway.
As I was waiting for my noodles, I saw a man at the bar having a drink.
He had a nice face but the only reason I noticed him was because he had a mark on his head that made him look like Mikhail Gorbachev.
The next day I found out, it was.
While Club Street was blessed with lots of nice restaurants and bars, seeing the ex-head of the Soviet Union having a drink next door to where you live, was not the sort of thing you expect to see.
But then Mikhail was good at the unexpected.
Like the time, in 2007, he turned up in a Louis Vuitton ad.
Back in the days when being an ‘influencer’ meant you had done something to impact the world rather than existed to simply flog product.
But Mikhail was an inspired choice for a whole host of reasons …
One was the visual metaphor he represented for Russia’s journey from communism towards capitalism.
The symbolism of a new era in Russia. And the rest of the world.
And while this ad came out in 2007 – 16 years after he had seen the dissolution of the USSR – what he represented was still clear. Made even more obvious by placing him in the back of a car – in a photo taken by Annie Leibovitz – driving past the Berlin Wall … another symbol of capitalism triumphing over communism.
For many who read this blog, the impact of this change may fly right past you.
I get it, especially if you’ve lived in Western countries, so to give you some context, let me take you to Communist China.
The modern metropolis that you see in photos of China today is certainly not what I found when I first moved there. Especially when you stepped out of central Shanghai, Beijing or Guangzhou. Though, to be fair, that’s still the case in many parts of the country – including Shanghai, Beijing or Guangzhou – despite the Middle Kingdom’s incredible modernisation and rise.
Anyway, when I first moved there, Louis Vuitton had a reputation – and nickname – of being ‘the mistress brand’.
There was a simple reason for it …
People who owned it were seen as ‘girlfriends’ of high-level business people or government ministers.
Basically the belief was that because their lovers were one of the few people who were allowed – or could afford to – leave China with ease, they’d buy LV products on their travels and then give them to their lovers as presents on their return.
Was it true?
Not entirely, but there was definitely a ‘second wives’ economy that existed and likely still does.
There was a street near where we lived where every shop was allegedly funded by a generous ‘benefactor’. And you could believe it, because we never saw a customer enter a single store and yet the owners – always young and attractive – were driving the latest Bentley’s. Ferrari’s or Maserati’s.
It was a different world.
And while China has been the centre of the luxury universe for decades, I still remember the Government banning all luxury outdoor advertising in Beijing every now and then to both show their power to the luxury brands who make billions from them as well as reminding the people who live there ‘they were still a communist land’.
Sometimes.
What is interesting is that when Russia and China opened up, Louis Vuitton were one of the quickest brands to see what this could mean for them and their category.
They recognised very early the importance – and confidence – luxury brands could play in culture and so they upped the branding on their products dramatically.
And that’s why these ads, from Ogilvy, are so interesting to me. Because at a time where the cult of luxury was on the rise, these ads attempted to separate LV from the competition by trying to position them with greater significance and purpose.
Presenting LV almost as something you ‘earned the right’ to have rather than something anyone could just buy.
Treating the LV iconography as a badge of honour, not simply wealth.
Reinforcing status as much about how you live, rather than simply what you have.
Maybe this was a reaction to the way Putin was starting to shape Russia to his will.
If you look closely at the bag next to Mikhail, you will see a magazine with the headline ‘Litvinenko’s murder: They wanted to give up the suspect for $7000.’
That headline was on the magazine, New Times, a liberal Russian publication that regularly criticised the Kremlin.
That headline was a reference to Alexander V Litvinenko – the former KGB spy who died in November 2006 after being poisoned in the UK. The former KGB spy who had accused Putin of orchestrating his murder.
While Ogilvy and LV dismissed the significance of that magazine headline, I think it’s pretty safe to say that’s bullshit.
There is no way that is a coincidence.
I get why they said it, but the symbolism of Mikhail … with that magazine poking out his bag … driving past the Berlin Wall … was a pretty blatant message of how far Putin’s Kremlin had taken Russia back to the ‘bad old days’ since Gorbachev had left.
It may have been a condition for Mikhail to feature in the ad.
Only he, Ogilvy and LV execs would know.
But I do admire their stance.
Let’s be honest, there’s absolutely no way that would ever happen now.
Which is as much of a statement on how safe advertising and brands have become as it is of the dangers of Putin and his actions.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Business, Chaos, Communication Strategy, Confidence, Content, Context, Creative Development, Creativity, Culture, Differentiation, Distinction, Emotion, Empathy, Experience, Honesty, Loyalty, Management, Marketing, Marketing Fail, Music, Nike, Packaging, Planners, Planning, Point Of View, Relevance, Resonance, Respect, Standards, Trust, Truth
I was recently interviewed by a music company about the work I do for artists.
They – quite rightly – wanted to know what I did and how it was different to what I normally did.
And I explained the difference was made clear pretty much in my very first meeting.
Because I was told this …
Now I can’t be sure they used those exact words, but that was the general premise.
And that was what was amazing.
Because when working with brands, they want you to use creativity to engage audiences, but with bands – at least the ones I’ve been exposed to – it’s the opposite.
I don’t mean they want to alienate people – though they understand the importance of sacrifice better than almost any brand marketer I’ve ever met – it’s just they are the creativity … they are the product … and so the last thing they want is some fucker placing a layer of ‘marketing’ on top of their artistic expression which can be twisted, diluted or fucked with so what they want to say and what it means to them, has no consideration whatsoever.
Now I admit I’m very fortunate the artists I’m working for are of a scale where they have the power to not just consider this issue but do something about it.
Many don’t.
However by the same token, when you’re of that scale, the potential for things to get messed up in some way is much greater.
Which is why they ensured I knew my role was not to market them, but to protect their truth.
Do and explore things that amplify who they are not just flog more product.
And because what they create is an expression who they are … they can express their truth without falling into endless streams of cliched brand consultant speak.
+ So no buzz words.
+ No ambiguous terms.
+ Just stories, experiences and considerations that have defined all they do.
And that’s why they don’t really care if you like their music. Sure, it helps, but they don’t want fawning fandom, they want people who understand what they value, believe and give a fuck about so everything associated with what they do expresses it.
Or said another way, they want people who can ‘speak their tongue’.
Now I am the first to admit there have been some mistakes.
Some things you go, “why did you do that?”
But in the main, I’ve not seen much of it and even when I have called stuff out, they have [generally] appreciated it, because – as I was also told on my first day – I’m being paid to give them truth not comfort.
I’ve always said people should not aspire to be a planner, but get away with the things a planner can get away with. And I’ve got away with a lot as a planner. Done all manner of weird and wonderful.
While I’d like to think that’s what helped me get this gig … the reality is I got it because of an introduction from someone I know.
And while in theory any strategist could do what I’m doing, how I do strategy and how I have been asked to view what it’s role is, has highlighted that’s not the case.
Not because of capability, but what the industry currently wants and expects.
And this is manifested in increasingly not being given the time, support or standards to do things right.
Where speed is more important than substance.
Process more valuable than output.
I wrote about this and more, here.
But it’s more than that, it’s also what clients think strategy is for …
Packaging rather than changing.
Wanting quick wins rather than long term value.
Targeting needs, not a point of view in the world.
Chasing convenience not authenticity.
If anything, doing this work has made me even more grateful to the bosses, agencies and clients I’ve worked with over my career.
Because when I look back, the truly great ones were basically like a band.
Born of belief. Defined by a point of view. Wanting to attract not chase anything popular.
And that’s a big part of why they have been able to remain at the forefront of their individual discipline, category and/or sub-culture.
Because they never saw strategy as a tool for marketing, but to amplify their truth.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand Suicide, China, Communication Strategy, Crap Marketing Ideas From History!, Crap Products In History, Creative Development, Creativity, Culture, Food, Honesty, Marketing, Marketing Fail, Martin Weigel, Packaging, Perspective, Planners, Point Of View, Purpose, Relevance, Resonance, Respect, WeigelCampbell, Wieden+Kennedy
I’ve written a ton about brand purpose over the years.
Not as viciously as my beloved Martin Weigel. But close.
It’s not that I am against brand purpose, It’s when it’s used as a marketing tool and ‘updated’ to whatever trend is currently popular that my hate boils over.
It’s why I have always advocated for belief rather than purpose.
Belief is demonstrated by what and how you do things, not what and how you say things.
Or give things away.
Belief drives change. Purpose hopes for it.
Which is probably why so many brands prefer purpose.
The ability to look like you care without always having to demonstrate it.
Take this from Unilever food brand, Knorr …
“Our purpose is to reinvent food for humanity by being healthier for both people and the land. Knorr brings the power of flavour to good food to overcome barriers that stop us from eating for good”
Sounds good doesn’t it.
Sounds purposeful.
But for those who are not sure what Knorr make, let me enlighten you …
Yeah, when I think of flavour and good food – not to mention being good for humanity and the land – the first thing I think of is cheddar broccoli rice sides.
But maybe I’m wrong, how do you cook these things that help us ‘eat for good’?
Here’s the instructions …
Microwave directions: In 2-quart microwave-safe bowl, combine 2-1/4 cups water, 1 tbsp. margarine(optional) and contents of package. Microwave uncovered at high about 12 minutes* or until rice is tender, stirring once halfway through. Stir and serve.
Yep, thought so. Utter rubbish.
The reason I am writing this is because I recently saw a post from an ice-cream brand.
Have a look at this …
While those words sounds trite, purpose-for-marketing … food and culture are incredibly entwined and so there is a real chance it may be a badly worded version of what they really believe and do.
Let’s look at their website.
For those too lazy, here is a screenshot of their flavours …
Hmmmmn … doesn’t seem too much about people, places or cultures does it?
There’s a lot about ingredients.
Some even seem interesting. But absolutely no mention of people, places or cultures.
But is that surprising when it’s so obviously an absolute load of purpose-washing?
And what a missed opportunity.
They could truly make that into something that could change something.
Educate, unite, challenge, inform … tell the stories of the people, places and cultures that were the inspiration of those flavours through the flavours.
Ben and Jerry’s meets Tony Chocolonely.
And what makes it worse is their intentions sound honourable. They’re already a B-Corp certified business, choose ingredients that are direct-trade and believe in diversity.
All great and important things except nothing to do with what they claim they do on their packaging.
Many years ago, at Wieden, we were invited to pitch for an ice-cream brand.
We said yes because hey, it’s ice cream.
Anyway, when we got the brief, it read like a purpose fluffer.
My god, it was literally dripping in claims and terminology that not only had nothing to do with their category, but had nothing to do with any of their actions, behaviours or products.
We spoke to them about looking at ice cream another way.
If they had to have a ‘purpose’, make that purpose about what ice cream is supposed to be.
Fun and tasty.
Not deeper meaning. Just that.
And then prove it in the product, not just the experience.
You may think that is overly simplistic, but by then the entire category had gone purpose insane and no one was actually owning what they were and what people actually wanted.
Put it this way, it had gone a looooooong way from the days where BBH had brilliantly changed the way people looked at ice cream and did it in a way that was sexy, powerful and based on a real truth. [A campaign so good that is was spoofed brilliantly by Fosters Lager]
Anyway, for us, the way we could get back to what ice cream was but in a way that proved the fun was down to flavours … so unlike Jeni’s ice creams, we actually went out and talked to all manner of people about their weird tastes. Things they love others think are a bit mental. Things that make them deliriously happy for whatever reason or whatever duration. Because we saw an opportunity for the client to be more like a taste and colour experiment lab than a manufacturer of everyday ice-creams and flavours with an unbelievable purpose attached.
So we worked it all up and I remember it for 2 main reasons.
+ We used a picture of a cat in the presentation with an inverted cross on its forehead … which is still my favourite mad presentation image ever used. And I’ve used a lot.
+ When the client wanted us to justify our idea, we simply showed this …
It may not be the deepest reason you’ve ever read.
It may not even be the most exciting.
But it was definitely more believable than all the shit they were saying.
And with the flavour combinations we had and how it all came together with the creative work – which had some weird ice cream flavour meme generator at the heart of it … generating all manner of taste sensation madness out into the internet … it was something that not only would help them differentiate from the competition, but have a place and role in culture.
They hated it.
Instead they went with some bollocks about ice cream being ‘a gesture of love for those who are not rich’.
No, I’m not joking.
Which may also explain why they … Haagan Daaz and Jeni’s talk a lot about their purpose in society but are – with the possible exception of Jeni’s – increasingly irrelevant ice creams brands whereas that old, dumb favourite, Ben And Jerry’s, still has some sort of position in culture, because despite selling out to the death star Unilever, they try to do shit rather than just say it.
Emphasis increasingly on try.
But even with that, the reality is – as is the real test of any brand that claims to have purpose – they show what they believe through every aspect of what they do, even when it’s inconvenient, rather than market what they claim their purpose is, only when it suits them.
Enjoy your day. Be careful you don’t eat any bullshit.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Colenso, Creative Development, Creativity, Culture, Innovation, New Zealand, Pollution, Purpose, Relevance, Resonance
I don’t normally write about work I’m involved in, but today I’m going to make an exception because it’s slightly bonkers.
One of our clients is a company called FFI.
They make a product called Green Hydrogen.
Put simply, it’s the only energy source that can maintain the World’s energy requirements without killing the planet because it is carbon neutral.
Nada. Zilch. Nothing.
And while the fossil fuel companies will claim they have similar products – like blue or grey hydrogen – they don’t, because the reality is green hydrogen is called ‘green’ for a reason and that reason is its main ingredient is nature and so it’s impact is also good for nature.
I know … sounds too good to be true doesn’t it?
In fact, when we were pitching for it, I wrote a slide that said “this sounds the sort of wizardry you’d expect from Harry Potter”.
And it is. Except it’s real, not magic … even though it feels like it should be.
Anyway, without going into too much detail, one of the things we want to do is ensure youth culture know about it … know there’s something that can actually given them and their planet a future despite the fossil fuel companies trying to burn it all for their own profit.
I know … it may sound weird to do that … but there’s very good reasons for it, especially when we have a generation who have seen the power they have with their united voice and focus.
From legitimising non-binary attitudes to undermining presidential campaigns to shorting hedge funds to forcing national demonstrations against the NRA to name a few.
But the question was how can we do this?
How can a major, corporate company connect to culture in a way where it’s not try hard and still allows the science to be celebrated?
The answer …
Work with a scientist who lives and breathes in their world.
Which is why we are working with the brilliant Rick Sanchez, from Rick and Morty, to help spread the word, educate the world and push for change.
And while this won’t happen overnight … I’m very excited to see how our brilliantly bonkers partnership will help move us there. After all, there’s plenty of examples that show if you want to change established attitudes and behaviour – then there are occasion where doing something ridiculous is the most sensible thing you can do.
It all starts from here …
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand, Confidence, Craft, Creativity, Culture, Distinction, Marketing, Marketing Fail, Music, Perspective, Positioning, Purpose, Relevance, Resonance, Standards, Status
I recently saw the above photo and immediately fell in love with it.
Not because it’s slightly bonkers – but it helps – but because I love the commitment of them.
Now I have no idea if they were booked to appear with that look.
I have no idea if they’re a real band, though I know ‘rock bands that play kids parties’ exist because the wonderful show Z Rock was based on one. [In fact the actors in the show, were the actual band]
And I don’t know if the music they play reflects how they look.
But I love it.
I love every bit of it.
Because rather than pander, they’ve committed.
Committed to who they are.
Committed to what they believe.
Committed to what they want to do.
There’s not enough of that. Oh we hear so many brands – and bands – talk about their ‘purpose’, but that’s just a PR headline because their actions often demonstrate the only thing they are committed to is whatever is needed to make money.
There is more authenticity in this trio of rock crazies than 99% of the companies who profess to be driven by their purpose.
But here’s the thing, commitment is about inconvenience.
Doing – or not doing – the things that reflect your belief.
Of course there are implications to that …
But while others may be more successful or richer, there is one thing you’ll have they won’t …
The ability to sleep at night.
And given we are also seeing more and more people choosing those who are committed to their belief, regardless of inconvenience, there’s a chance you could be more successful and richer too.
You can’t fake commitment.
You can’t be temporarily interested in it.
You can’t use it as a marketing platform.
Because commitment shows up in what you say, what you do and how you do it ALL THE TIME IN EVERY WAY.
Commitment achieves things interested can’t.
Commitment gives you standards, interested can’t even see.
Commitment pushes possibilities, interested will never understand.
Commitment wants you to succeed in ways interested will never get close to.
That’s the difference between the imposter purpose pedlars and the real deal.
It’s not something different every 12 months.
It’s not simply expressed through their marketing.
It’s not only doing things if you can make money from it.
It’s not changing direction when things don’t go exactly as planned.
Of course, that doesn’t mean people will only choose the committed. The fact is humans are all hypocritical beasts who like their moments of easy and cheap. However, in this superficial, short-cut, high-cost, hype world … commitment has a way of standing out in ways they will never even understand.
Which is why I love the people in this photo more than I do other kids entertainers.
Not because those other entertainers don’t have talent or a right to make a living … but because this trio of rock band musicians know who they are rather than are selling themselves as whoever others want them to be.
In a world where you don’t know who you can rely on, I say choose those who are committed, not interested.