Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Cannes, China, Colenso, Comment, Confidence, Consultants, Content, Context, Creative Development, Creativity, Culture, Devious Strategy, Differentiation, Distinction, ECommerce, Effectiveness, Honesty, Innovation, Insight, Loyalty, Management, Marketing, Marketing Fail, Metallica, New Zealand, Perspective, Planners, Relationships, Relevance, Research, Resonance, Strategy, Wieden+Kennedy
There’s so many agencies, consultancies and self-appointed guru’s out there who talk about how to be successful at business.
They all have their models, eco-systems, philosophies and proof points.
And yet so few have ever done it for themselves.
They’ve chosen to ‘succeed’ under the safety-net of anothers money, reputation or effort.
That doesn’t mean what they do or think doesn’t have value – of course it does – but it also doesn’t mean their viewpoint is the only one worth counting.
And yet, every single bloody day, that’s how it is presented.
Recently someone wrote a piece on how they had used their proprietary research methodology on a Cannes winning TV ad and declared it would not deliver sustainable growth for the brand in question.
Putting aside the fact they were judging work that had won a creativity award rather than an effectiveness one … the thing I found funny was their confidence in proclaiming their view was the ultimate view.
I am not doubting their smarts.
I am not doubting their data.
But I am doubting their breadth of business appreciation.
And yet somehow, the voices of a few have positioned themselves as the be-all and end-all of effectiveness.
Don’t follow us and you fail.
Don’t follow us and your brand will lose.
Don’t follow us and you will be labeled foolish.
Now I am not denying these people do have a lot of experience and lessons we can learn from, but they’re not infallible.
But that’s how the industry approaches them.
Lording them like they are Yoda’s of the future.
But they’re not.
Don’t get me wrong, they are very good at evaluating effectiveness from a particular perspective and set of behaviours. Offering advice that can be hugely important in the decision making process.
But there’s a whole host of brands and business that have adopted totally different models and achieved ‘effectiveness and success’ that leaves others far behind.
Incredible sustainable success.
From Liquid Death to SKP-S to Gentle Monster to Vollebak to Metallica to name but a few.
Oh I know what some will say …
“They’re niche” … “they’re young” … “they’re not that successful”.
And to those people I would say maybe you don’t know what you’re talking about … because in just that list, it includes the biggest selling brand on Amazon, the fastest selling brand in their category on earth and the second most successful American band in history.
But there were two things that really brought the issue of mindset narrowcasting to me …
The first was the launch of a book that was basically about creating future customer desire for your brand/business.
Now there’s nothing wrong with that … but no shit Sherlock.
Has the market got so short-sighted and insular that the idea of doing things that also drive your future value and desirability become a revelation?
It’s literally the most basic entrepreneur mindset, and yet it was presented like it was Newton discovering the laws of gravity.
This person is super smart.
They’ve done a lot of good stuff.
But it just feels the actions of some in the industry are driven by the fetishisation of icon status … even though, ironically, what it does is highlight their experience may be narrower than they realise.
But at least the book had good stuff in there.
Stuff that could help people with some of the basics.
A desire to look forward rather than get lost in the optimisation circle-jerk.
This next one was a whole lot worse.
Recently an ex-employer of mine went to see a current client of mine.
Specifically the founder and CEO.
Apparently they went in to tell him he was missing out on a whole host of business and they could help him get more.
They then proceeded to present a massive document on how they would do it.
He looked at them and told them it was very interesting but they were wrong.
He told them their premise was based on a business approach he doesn’t follow or believe in.
A business approach that didn’t reflect the industry he was in, only the industry they were in.
He then informed them he had the most profitable store on the planet and so while he appreciated their time, he had faith in his approach and it was serving him well.
But it gets better.
As they were leaving – and I’ve been told this is true by someone who was apparently there – the person showing them out informed them their boss had a personal net worth of US$36 billion and based on their companies current share price, that meant he was more valuable than their entire group.
Was it an asshole thing to do?
Yep.
Do I absolutely love it?
Oh yeah.
Will I get in trouble for telling this?
Errrrrm, probably.
My point is the industry has decided ‘effectiveness’ can only be achieved and measured in one way and any deviation from that is immediately discounted or considered ‘flawed’.
Often by people who have never actually built a world leading business themselves.
Again, I am not dismissing the importance of what is being said, it’s HUGELY important – which is why I’m proud we won the Cannes/Warc effectiveness Grand Prix – but, and it’s a huge one, if we think that’s the only model and only use that one ‘model’, then we are literally adopting a single approach to solve every one of our clients every problems.
One.
That’s insane.
Not just because it’s stupid but because if everyone adopts the same approach, then impact will be influenced far more by spend and distribution that strategy.
Please note I am absolutely not saying we should burn the models or philosophies or systems that have proven their value to drive business. No. Absolutely not. I’m just saying we shouldn’t be praying at the feet of them … especially when many are simply focused on creating steady impact rather than spectacular.
Yes, I know ‘spectacular’ has a lifespan – which is why innovation is so important – but so many brands out there either aim for the middle … reinforced by processes, protocols and rules defined as ‘best practice’ by people in a particular industry … or they bake-in ‘limitation’ into their potential because they’ve blindly adopted rules they never challenge or explore from other industries or entrepreneurs.
At the end of the day, if a brand like Liquid Death can become the biggest selling water brand on Amazon because they found a way to make men actually want to drink water through a model and approach that is not only radically different to what so many of the industry experts say is ‘the only way’ … but is the opposite of it … then your brand may be inhibiting itself by following a model designed to make you fit in with it, rather than redefine how it fits in with you.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Comment, Creativity, Differentiation, Effectiveness, Marketing, Marketing Fail
When I last went to Cannes, I was inundated with ads from data/tech companies saying how they could get better results.
The problem was the ads were so bad, that you were left thinking ‘they may know data, but they sure as shit don’t know anything about people’.
But there’s another sort of ‘data-based’ ad that is just as bad.
Because while this group do know how to talk to humans, they sure as shit don’t know data.
Have a look at this …
Or this …
Oh the cliche …
The wonderful, joyful cliche.
That thing people say is a cliche “because it’s true”.
And while perception may appear reality, it’s not is it? Not always.
Not all men are crap at fixing things.
Not all people lie to their partner about the price they paid for things.
Not all people are just shit.
And while I am sure the people behind it think it’s just a bit of fun.
And while I accept there may be an element of truth to some of what they say.
It’s just the modern day equivalent of those ads we look at now with shock and contempt.
I get we live in competitive times.
I understand the importance of standing out.
But data that doesn’t relate to humans and cliches that just undermines them don’t do anyone any good. They just – as these ads demonstrate – create the illusion of value.
Filed under: A Bit Of Inspiration, Comment, Culture, Daily Fail, Daily Mail, Embarrassing Moments
I hate the Daily Mail.
I hate what they stand for.
I hate how they conduct their ‘journalism’.
I hate the way they fan the flames of hate under the guise of revealing truth.
And yet I read it every day.
Every bloody day.
Not for the ‘news’, but because I enjoy the hate they ignite in me.
Of course, by me reading it, they are benefiting from me – and that drives me nuts – but there is something in understanding the depths they will go to appear relevant that is addictive.
They go on about news they have broken.
They go on about justice they have driven.
But the reality is the entire rag is dedicated to letting white middle Englanders, feel superior, which is why I love how they think they’re cutting edge without realising they continually revea how out of touch they – and their readers – actually are.
Recently, they printed an article that was pure gold.
This was the headline.
I can just imagine the horror on the faces of James and Margaret in Tunbridge Wells – spitting out their Earl Grey tea over breakfast – as they worried their darling grandchildren may be being assaulted by sex pest foreign perverts via endless aubergine and peach emojis.
What makes it even better is the article has been written as if the Daily Mail had just conducted some Pulitzer winning, investigative journalism.
No doubt there will be an article coming up in the next few weeks stating the Daily Mail is committed to eradicating emoji filth from our young children’s phones … conveniently ignoring the hate they continually perpetuate towards the young, the poor or the people who question the actions or behaviour of the British Government or Royal family.
Like this blog, the Daily Mail are about 10 years too late to cultural topicality which is why I leave them with this, safe in the knowledge they won’t work out what I’ve said till 2030.
Filed under: A Bit Of Inspiration, Advertising, Brand Suicide, Comment, Corporate Evil, Technology
Gifts are always nice to receive.
You feel a sense of specialness and love and it’s delightful.
Even when you get a gift voucher – which is the equivalent of a bunch of flowers from a petrol station – you kinda are happy, such is the power of the present.
But what if you have to get something for someone who has everything?
Well, I once bought Richard Branson a vanilla latte on his birthday and I can tell you, while he was gracious … he obviously thought, “what the fuck has he got this for me, for?”
Which – ironically – is exactly what Jill said to me when I told her what I’d done.
Well, recently I saw something that may be a solution for you – should you ever find yourself in this predicament. It’s this …
Yes … it’s a computer mouse, with a leather jacket.
And according to Liam, once you’ve used it, you will never go back to a regular, ‘naked’ mouse.
Now this may sound like I’m about to be hypocritical but if someone bought me this – even if I was the richest person in the entire world – I would want to smash them in the face.
Not because it’s bollocks.
Not because if I’m that rich, I’d have someone doing the ‘mousing’ for me.
But because they cost TWO HUNDRED QUID and they refer to themselves as ‘pointer instruments’.
Hahahahahahahahahahahahahahaha.
I love how they are trying to elevate the appeal and craftsmanship of what they’re doing by referring to it as an ‘instrument’ … but whatever way you look at it, they’re charging you 200 quid for a shitty mouse wearing a teeny-tiny leather jacket.
But they’re going all in on it.
Read their website and the descriptions of the various products they make.
It’s hilariously depressing, but not as much as the fact they’re selling a ton of them.
Filed under: A Bit Of Inspiration, Comment, Creativity, Culture, Planners Making A Complete Tit Of Themselves And Bless
For 16+ years, I would wake up and generally find a world of insults, banter and builds on whatever post I’d set to be published while I slept.
I have to be honest, I liked it.
A lot.
Part of this was because of the childishness … part of this was because of the way it pushed my thinking and part of it was because it was nice to feel part of some twisted social club.
And then, a few months ago, I decided to stop it.
It was the right thing to do and this post written by the brilliant Armando, reinforces that.
And while I still wake up to insults, banter and builds – albeit on individual emails, rather than on group blog comments – they’re not the same as when there was a group pile on.
I know … how picky can I get???
Now this doesn’t mean I’m going to open up the comments – at least not yet – but it does highlight how great it is to be surrounded by people you like and respect.
Yes, I guess I’m saying I liked and respected many of the people who commented on here. Which is probably as much as a surprise to you as it is to me.
The thing is, I’ve generally been very lucky in my career and ended up with lots of people I’ve felt that way about. People who added to the culture and the creativity rather than sucked the life out of it for their own gain/god complex.
But there have also been times that’s not been the case.
There was one person in particular who was beyond toxic.
They were manipulative, destructive, undermining and bullying. They thought they were always right and yet produced the same thing over and over again – trying to squeeze claims of uber-intelligence out of micro thinking. So many people were hurt by their behaviour but because they made money for the agency, they weren’t just tolerated but revered.
What makes it worse is they knew they were burning people and yet rather than feel any sense of shame or embarrassment for it, they felt invincible. They’d publicly label the people they’d forced out as weak or inferior and yet the company he worked for – one who talks a lot about humanity – just turned a blind eye.
As so many do.
Which is why when you find people on your frequency, it’s something special.
Of course it can also be dangerous because it’s not a big leap to ending up thinking you’re special and everyone else is wrong … but with the right combination, you can enjoy working together while pushing each other to be better.
And it’s here that the specialness really reveals itself.
Because whether through banter or arguments, it never becomes personal. You all know the opinions expressed are only at making the work better. And it’s that feeling – that ability to be truly honest to each other without hurting each other – is something truly special.
You may not realise it at the time.
You may only realise it once it’s gone.
But it’s the difference between work being hard and work being exciting.
Not all the time, but a lot of the time.
And even if someone does fuck up and crosses the line, the energy in the environment allows you to call it out and everyone deals with it, with grace and objectivity.
Because the respect for each other trumps any need to win by destroying each other.
I’ve had it a few times.
I had it on this blog.
And maybe I just realised that.
So thank you.