Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand Suicide, Business, Comment, Confidence, Corporate Evil, Creativity, Culture, Cunning, Devious Strategy, Finance, Honesty, Management, Marketing, Marketing Fail, Money, Relevance, Social Divide, Social Media
Back from a nice long weekend.
Hey, if this makes you feel bad, imagine how my poor colleagues feel.
Anyway …
I recently read the book Hype, by Gabrielle Bluestone.
It is depressingly brilliant.
While it covers a huge range of topics, it centres on the actions and behaviours of Fyre Festival founder [or should I say, scammer] Billy McFarland.
Now I appreciate with worldwide coverage and 2 documentaries on the subject, you may think you know all that needs to be known, but apart from Gabrielle bringing some new information to the table, what makes it especially interesting is how she compares his actions to others who are regarded as business geniuses.
Like Elon Musk.
Now you might think that sounds like the actions of someone desperate to create hype for their new book. But no. It’s incredibly well written and researched … and as you turn page after page, with hustler/liar story after hustler/liar story, you come away thinking the whole world has fallen for the Emperors New Clothes trick.
Not to mention that either Billy McFarland is unlucky to be sentenced to jail or Elon Musk – and countless other business people and influencers – are lucky not to be.
Society loves its success stories.
It loves trying to ‘codify‘ the system.
But while only a few ever succeed, it doesn’t stop people blindly following some ‘proven’ rules. Often losing themselves in details rather than appreciating context.
All the while making the originator [or person who shouted the loudest, quickest] even more powerful and famous … before they end up a caricature of what they once were.
I’m seeing a lot of this in marketingland at the moment.
Now, I am not suggesting these people are doing it to ‘con’ anyone. Far from it. In fact their intentions are pretty wonderful. But somewhere along the line, their perspective has developed into a ‘system’ and that system now has a number of unquestionable and unshakeable rules attached to it which, ironically, is starting to negatively affect the very industry they want to help.
To be fair, they are not entirely responsible.
They are a bit … because they give their ‘system’ names that suggest intellectual superiority when it’s really ‘an educated beginners guide’, plus they conveniently turn a blind eye to how many of their students are executing what they learnt – without context or real audience understanding – so it ends up just being lowest common denominator thinking. But the real reason this situation is occurring is too many companies aren’t investing enough in talent or training, so they send people off to do courses with fancy names so they can all look and feel like they are.
Putting aside the fact this also highlights how many companies lack a philosophy regarding their approach and value to marketing, what this ‘one size fits all’ approach is doing is educating a whole generation of marketer/advertiser/company that talent, standards and creativity are not nearly as important as having people who can follow – and police – process, formats and parity.
We’re in danger of getting to the point where independent thinking is seen as dangerous.
Or weakness.
Or anything other than strength.
And while understanding how things work is important, creating a singular approach and process where building brands and creativity is approached like an airfix model – where the outcome is always the same, albeit with different brand names/colours attached – seems to be more about undermining the purpose of marketing rather than liberate it.
What makes this even more amusing is the brands who are attracting the greatest cultural momentum, loyalty and brand value right now are not following any of these ‘process rules’. More than that, they’re building their reputation and value through the creation of distinctive brand ideas that talk directly to their audiences rather than focusing on brand attribution that aims to be slightly memorable among their category.
[Please note, I’m talking about brands with a real business behind them, not just social hype]
Now I appreciate the context and circumstances of cultural brands and the brands who are adopting a marketing ‘system’ are very different … but what I’m trying to highlight is that we now find ourselves in this weird situation where the ambition for many brands is to not find ways to get ahead but to not be left behind – all the while bombarding the market with claims of innovation, new thinking, new opportunities.
And that’s why I loved reading Hype so much.
Not just because it pulled back the curtain on the hypocritical bullshit of so many self-appointed ‘business icons’, but it revealed where we’re all heading if we’re not careful … even though I know there will be people out there who read it and see it as their goal rather than their ruin.
Filed under: Attitude & Aptitude, Comment, Creativity, Culture, Honesty, Insight, Truth
Who knows if the photographer saw the irony in this photo.
Or the cutting social commentary.
Or – said another way – the uncomfortable honesty.
But regardless, it proves great humour is based on truth.
PS: If you don’t get what I’m talking about, then piss off you fresh, young, un-sad sods.
Filed under: Advertising, Agency Culture, Attitude & Aptitude, Colenso, Comment, Creativity, Culture
So I’ve been at Colenso for a few months now and I think things are going OK.
Sure, there’s some stuff I – and we – need to sort out, but I’m enjoying it and as far as I can tell, they’re tolerating me with the sort of laid-back attitude, New Zealand is famous for.
That said, there is one guy who has made an extra-big impression on me.
His name is Daine.
He’s a good person who – like everyone here – wants to do great work.
But when you meet him for the first time, there’s one thing you notice about him above all other things …
He’s also 6 foot 8.
SIX FOOT BLOODY EIGHT.
Now of course he has probably had people commenting on this his whole life, which is why I chose not to.
Instead I decided to show him.
Over the past few months, I’ve been capturing his height in a range of ways … from calling him Mr Giraffe, to littering my instagram feed with photos that capture his head-in-the-cloud tallness, like the one at the top of this post.
I know, kind eh?!
Amazingly, he hasn’t punched me in the face [yet] but I cannot tell you how proud I was of him when, having decided to annoy him further by sending him a Facebook ‘friend’ request – I immediately received the following as a text message.
Daine. you might belong in the animal kingdom, but I’m glad you’re in my zoo.
_________________________________________________________________
PS: To any HR or lawyers reading this. Breaaaaaathe … I can assure you Daine gives as good as he gets. Well, he gives less than he gets, but it’s not for lack of trying.
Filed under: Attitude & Aptitude, Authenticity, Comment, Creativity, Culture, Love, Taboo Categories
I had my first tattoo at 40.
I had always wanted one but between being a chicken and just not knowing what I wanted, it took me 4 decades before I finally had one.
My first was big.
Down the entire underside of my left arm.
A phrase my Dad used to always say to me.
It was important I went big because I wanted to break my own barrier.
And I did, because from that first tattoo at Venice Beach in LA, I went and had more and more and more.
My Mum never really liked them, even though many were about her and Dad. In fact she famously said, “I wish you’d have got these out your system when you were younger” … suggesting that they would have been and gone by then. Haha.
But tattoos have become very important to me.
Very important in feeding my sentimentality.
From my cats nose to my old phone number to the date of my marriage, my parents passing and Otis’ birth. There’s a lot on there and a lot still to come, helped by the fact that I hardly ever feel any pain from them. In fact a few times I’ve fallen asleep … which says more for how tired I am than how tough I am.
And while I appreciate not everyone has tattoos that are so deeply personal, every single tattoo has a story attached to them.
A moment.
A situation.
A historic event.
A time with friends.
A need to just do something different.
While I appreciate tattoos are not to everyone’s taste, I find it interesting how much judgement some people have towards those who have them.
My favourite insult is when they say, “don’t they realise they’ll be saggy when they’re old?”.
Yes we do.
And yes, it might be unpleasant.
But the reality is whether sentimental or opportunistic … the point of them is as much as what they represent in our memories as they look like on our skin.
Because to paraphrase my favourite line in one of my favourite ever ads – the Playstation Double Life – at least we can show, we have lived.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Comment, Confidence, Creative Development, Creativity, Culture, Differentiation, Emotion, Planners, Planning, Point Of View
For years I have used song lyrics for creative brief inspiration.
Specifically, the Point Of View.
It’s been hugely useful to me because lyrics don’t just convey a story, they ignite emotion … which is especially useful when you want to capture the creatives imagination.
Mind you, I once used whole sections of lyrics from Bon Jovi’s Blood On Blood as my entire strategy presentation for Jeep and that didn’t go down so well.
Heathens … hahaha.
What’s interesting – at least to me – is when I was younger, I never really cared about lyrics. For me, it was always the guitar and the melody. Hell, I didn’t even know the lyrics to music I wrote myself … which, on hindsight, is probably a good thing, to be honest.
But since I hung up the guitar – or at least hung up playing it 8 hours every day – I have been captivated by lyrics. The stories and opinions they hold … and recently, while working on a project, I got reacquainted with the song Town Called Malice, by The Jam, which is above.
I remember when this song came out and I didn’t like it much.
Well, I loved the title – which I still do – but the rest was, blah.
I was into metal back then so I saw it as soft, sell-out, fancy suit shit.
Hahahahahahaha.
But 40 years later – fuck – I have learnt to love this song, especially for the lyrics.
Specifically, “stop apologising for the things you haven’t done”.
That’s a powerful line.
One that is even more pertinent today than it probably was in 1981.
I have to say, I am over people feeling they have to apologise for stuff they haven’t done.
OK, if they promised to take the rubbish out, I get it. But the rest can fuck off.
Life seems to be a continuous cycle of things we are supposed to have done … a slow force into complicity and parity.
Planning is particularly bad for this …
The books we should have read.
The people we should be following.
The methodologies we should all use.
Yes, there is a lot of good stuff you can get from the names constantly being suggested, but they are not a mandate. They certainly shouldn’t be the people or processes we have to apologise for having not followed.
Our job is to be interested in what others are interested in, not just what other planners are interested in. The naval gazing of the industry is insane.
On one level I do understand it.
Many planners feel they are imposters and so knowing what people they think are ‘real planners’ like, lets them feel a bit more validated to do what they are paid to do.
But here’s the thing, the people who think are ‘real strategists’ also feel like imposters.
Truly.
So what this means is the people who question their credentials are following the words and actions of people who also question their credentials. Which means the whole ‘things you should follow’ ends up being even more ridiculous.
While we should all be investing in our knowledge and awareness – and giving respect to those who keep doing work that tries to push things forward – that does not mean we should all be blindly doing the same thing as everyone else. If anything it means we need to be doing a whole bunch of different things from everyone else.
For example …
Read different books/magazine in different categories from different countries.
Follow people doing interesting things from different categories and cultures.
Be curious about people who make interesting things, not just talk about interesting things.
Learn from people who approach creativity in different ways to your own industry.
[Though I appreciate the irony of me telling people to follow what I do, haha]
All this is another reason why the industry needs to be hiring different sorts of people from different sorts of places and backgrounds … even though I’ve heard on the rare occasions that they do, they then tell them they need to be like the establishment to ‘be taken seriously’.
FFS!!!
While we all need to develop our craft, experience and knowledge … rather than apologising for having not done/read/followed the exact same person/process/book as every other planner – however good they may be – how about celebrating whatever it is you are doing, exploring and learning … because trying to find your own voice is a far more noble act than simply trying to replicate someone else’s.