Filed under: A Bit Of Inspiration, Attitude & Aptitude, Cars, Creative Development, Creativity, Culture, Imagination, New Zealand
I am not a DIY person.
Once, when I was at school, I literally sawed through my finger in a woodwork class and just last week, I stabbed my hand with a serrated knife while trying to cut through some plastic.
With this in mind, it’s fairly obvious that I don’t give a fuck about anything associated with DIY.
Well, I say that, but there have a couple of occasions where I’ve given a damn.
One was the first time I used a drill which – arguably for the first time – made me feel ‘a man’. The downside was I got so into using it, I put so many screws into the fuzzball table I was trying to fix, that the removal men couldn’t take it apart when we kept moving country.
The other was – bizarrely – a ladder, which we bought in the UK.
It was nothing special but like experiencing a smart TV after years of using an old school piece of shit, I thought I had entered a parallel universe given its ability to fold down to a fraction of its size. I know … I know …
But maybe that’s why I was so captivated when I saw this …
Yes, it’s a ladder – a very short ladder – built onto the back of a car.
And while NZ is a rugged land, there is absolutely no requirement whatsoever to ever get on your car roof when you live in Auckland. And yet I love it. It adds a dimension of ‘explorer’ that transcends even the biggest and most modern of SUV’s.
Of course, if that ladder was on its own, you’d think it was the most pointless, shit thing ever. But add it to the back of a car and suddenly you’re Indiana bloody Jones, climbing up on it for any old reason.
Which serves as a reminder that ideas are driven as much by context as need and the more we embrace that, the more we allow imagination to work it’s magic than purely logic.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Comment, Communication Strategy, Context, Creativity, Culture, Emotion, Empathy, Environment, Marketing, Relevance, Resonance, Respect
Hello. I’m back again.
And I think I’m back for a few weeks now … you must be so happy.
Cue: Evil laugh.
OK, let’s get on with it shall we?
So one of the things I’ve loved about getting healthier, is walking around my neighbourhood.
Going down random streets.
Seeing at new shops.
Just getting a better sense and connection to the place I currently call home.
And on my travels, I came across this.
I have to say, I love it.
People may see it as an old piece of paper stuck on their window, but I don’t see it like that.
I see pride.
Pride in where they come from.
Pride in what Pita created.
Pride in Pita’s craft and skills.
Pride in what Bob – and Charlie – continue to do.
Pride in how they approach their work.
Pride in their community.
Pride in their longevity.
Pride in their role.
I have no idea how long that piece of paper has been up – and given how faded it is, it would suggest a while – but at a time where so many people and companies are ‘bigging themselves up’ based on the most superficial of reasons, it’s lovely to see someone honour their experience in service of their community, rather than adopt the attitude that people should be grateful they exist and acknowledge them.
Given all the talk our industry spouts about communities, fandom and membership … this may be one of the key areas many forget to highlight or recognise. Possibly because in their desperation to look like a ‘Linkedin leader’, they spend their time ‘codifying’ how they think communities operate, rather than recognise the emotional conditions that explain why it does.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Brand Suicide, Brilliant Marketing Ideas In History, Comment, Communication Strategy, Confidence, Context, Crap Marketing Ideas From History!, Creativity, Culture, Devious Strategy, Differentiation, Effectiveness, Entertainment, Happiness, Innovation, Luxury, Mischief, Packaging, Planning, Professionalism, Relevance, Resonance, Strategy
This is the last post for a week because I’m off again.
I know … I know … it’s getting ridiculous, but consider my jet-lag, your mental health.
Talking of mental health … I’ve not had a drop of alcohol for 38 years.
THIRTY EIGHT.
But despite that, I do find myself buying it on occasion … mainly when those occasions are an extremely rare dinner invite and/or a desire to show gratitude towards someone in particular.
And when that happens, I remind myself how easily influenced I can be.
Because as we saw in 2007, my biggest motivator is the packaging rather than the quality of the product.
Well, I say that, but it has to be a brand I’ve at least heard of – a brand I associate with some sort of quality – but fundamentally, it’s all about the packaging.
Recently I wanted to get something for our old neighbour in LA.
It was his birthday … he’s an amazing human … and he invited me to his dinner. [I was in town, so it wasn’t some totally empty gesture]
So I rushed to a bottle shop and was immediately hit with a wealth of choices and options and so what did I end up choosing?
This.
Yep, a bottle of Veuve in a pseudo orange SMEG fridge.
Frankly it looked ridiculous … hell, it is ridiculous … but it’s also my kind of ridiculous, despite even my low-class tastes thought that for 2 brands that are supposedly ‘premium’, the way they combined looked cheap and tragic.
But unsuprisingly, my inner Dolly ‘it-costs-a-lot-of-money-to-look-this-cheap’ Parton, took over and I handed over my cash and walked out full of smugness and slight humiliation.
Now I don’t know the background to this collab.
I don’t know the process they took to get here,
And while on one level it makes some-sort-of-sense, it also is completely and utterly bonkers … and that’s why I love it.
Because in a world of sensible, it’s nice to see ridiculous win.
Yes, I appreciate Apple’s ‘ceremony of purchase’ packaging strategy is next level … but in terms of what I call, ‘social luxury’, the use of ridiculous packaging – as seen in the fragrance industry – is arguably, the most sensible thing they can do.
For all the processes, models and eco-systems being pushed by so many people right now, it’s interesting how few actively encourage searching for the weird edges. Ironically, they build approaches where the aim is to filter these out before they even have a chance to see what they can do. Which is why as much as the we laugh at the superficiality of fragrance companies and some alcohol brands, they can teach us more about standing out than all these models that seem obsessed with making sure we all ‘fit in’.
So who are the stupid ones now eh?
Filed under: A Bit Of Inspiration, Attitude & Aptitude, China, Content, Context, Creativity, Culture, Grifting, Perspective, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Relevance, Reputation, Research, Respect, Standards
Once upon a time, I did some work with the Google exec, Jonathan Rosenberg.
He was very kind and generous to me, more kind and generous than he should – which I suppose means extra kind and generous – but there’s one thing he said to me that has specifically stayed with me.
We were talking about a book someone had written about google and to paraphrase, he said, “they made us sound more interesting than we were”.
Now I remember this for 2 reasons.
1. At the time I was shocked he thought google wasn’t that interesting … because at the time, they were probably the most interesting and exciting company on the planet.
2. I realised that the book he was referring to was written by an observer, not a participant.
There’s a lot of good things being an observer.
You often see things those inside are too close to realise.
An objective perspective that shines a light on things others may take for granted or not even considered.
But … and it’s a big but … there’s also a shitload of danger.
Because ultimately, you are evaluating from your own perspective which is laden with your own prejudices, contexts and opinions.
Now that’s not necessarily wrong, where it goes dodgy is when you ignore that and just write your view as fact. That what you see is declared as a statement that suggests everyone thinks this way. Which is – generally – ego bollocks.
I used to see this all the time in China.
People coming in making big points based on their observations of the country without realising what they think is important, is only because it’s new to them rather than realising its normality to the people they’re referring to.
It was like they couldn’t wait to shout and share.
To position themselves as ‘in the action’, when really they were just casual observers.
Desperate to broadcast to the mass rather than take the time to consider others contexts and cultural references.
There’s a lot of that around at the moment.
Post rationalised, personal perspectives expressed as unquestionable fact.
Or worse, unquestionable genius.
God complex pricks … as a friend of mine refers to them.
And worse, it attracts others like them who value shortcuts than substance.
Look on Linkedin and it’s everywhere. Opinions spouted as fact by people who have the most tenuous relationship with what they are talking about.
Now don’t get me wrong, outsiders have an important role for reasons mentioned above … but that only works when they’re focused on gaining understanding rather than demanding answers and accepting their view may have to evolve with additional knowledge and information … because when they do that, they’re creating contexts based on their own personal blinkers/ego and everyone suffers for it.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Brand Suicide, Comment, Creativity, Effectiveness, Lego, Marketing Fail, Media
Today is a special day for me.
A special day because of a birthday and an anniversary.
Not mine, but people who are important to me …
I had written a long post to them that went on a tangent to talk about investing in your own relevance.
That however young you are today, you’ll become an old fuck one day.
But I couldn’t wrap it up so I have left it for another day … instead, I am writing a post about the importance of your relationships.
Have a look at this …
At first glance, what do you see?
A Lego ad campaign?
Yeah … me too.
But then, when you look again, there’s that weird-as-fuck headline.
“Super Sweet And Fake Tasting”
What the absolute fuck? Has Lego gone rogue and decided to make social commentary on their own product?
Well obviously they haven’t … it’s simply an alcohol ad that has been stuck on the end of those 3 posters that – because of the colours of the poster frames – looks like it’s all part of the same campaign.
Now on one hand it’s funny. But I wouldn’t be laughing if I was the Lego client.
Putting aside their choice of headline colour – with the B&W image – makes it look like a Sainsbury’s ad [albeit Sainsbury’s aren’t in NZ], I’d be VERY disappointed the media team and/or the billboard company did not see the problematic nature of this linkage.
I mean, it’s pretty obvious.
Lego … kids, wholesome, creative. Alcohol … errrrm, less so.
Look, I get we all make mistakes, but what this says to me is that no one asked – or cared to ask – the right questions.
The client.
The media agency.
The billboard company.
Fuck, the only one who gets off here is the creative company, because they’d be as pissed off as the client.
Of course I’m not really surprised this has happened because in the quest for the lowest price possible, there seems to be more focus on having a programatic, optimised and systemised system and process than actually giving a fuck about your brands contexts, craft and associations.
It blows my mind how few clients care about ‘placement’.
They’ll argue till they’re blue in the face over the size of their logo, but rarely go into depth about the placement and contexts of where they appear.
And yet many clients think media agencies are professional and creative are the children.
Now of course there’s some amazing media agencies out there … agencies who think in terms of communication rather than media.
But the market has become so fixated on price, they’re forgetting – or not valuing – one vital element about brand building.
It’s not just about who you are, it’s about the company that you keep.
_____________________________________________________________________
PS: If anyone from Lego reads this, this post is because I love you. And you know this because I told you that when you invited me to talk at your global conference thing. Plus you’ve been very good and kind to me – and Otis – over the years. But the fact is, despite this being an isolated incident, you deserve better than this. You should demand better than this. So hold people to standards, not just price points and please don’t ask for any of the freebies you’ve sent me to be returned. Please!!!
PS2: It’s Easter holiday tomorrow and Monday so there will be no blog posts till next Tuesday. In the meantime, I’ll be looking longingly at the Hot Cross Buns and Easter Eggs I won’t be eating and wishing April Fools was on a Tuesday, rather than a Monday. Have fun.