Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Cunning, Devious Strategy, Education, Otis
Despite using examples that probably featured perspectives that were the opposite of every MBA case study they had read, it all went pretty well.
I got a bunch of questions and even received some lovely notes from people in attendance.
But the reality is, I kind of ensured that the end would be remembered better than the beginning.
You see Otis saw me writing my talk and asked if he was in it.
So I added this as the last slide.
Which means regardless what went on before, the ending was always going to be perfect.
#Strategy
Filed under: A Bit Of Inspiration, Advertising, Apathy, Attitude & Aptitude, Brand, Brand Suicide, Comment, Content, Context, Creativity, Culture, Digital, ECommerce, Environment, Social Media
Social media.
Or for some, digital marketing.
Oh the terms and the tropes.
The guru’s and the chancers.
The rules and the frameworks.
The DTC brand successes and the DTC product commodification.
Don’t get me wrong, I am a big fan of social media marketing. I think – done in the right way – it can powerfully drive brand, business and fandom in ways many other forms of marketing can’t hope to reach.
There’s countless amazing examples out there, but underpinning all of them is the inconvenient truth that they’re based on an idea. It may not always be what the ad industry likes to call a ‘big idea’, but it’s an idea all the same.
Something that holds all it does together. Guides it. Shapes what it does. Gives it a reason to exist and add to culture rather than continually try to steal from it.
But the problem is these brands are still in the minority because the vast majority still practice what my beloved Martin Weigel refers to, “the continuous production of social landfill”.
There are countless reasons this occurring …
The belief it gives them ‘free’ advertising.
Their fear they may be left behind or left out.
The attempt to look and act relevant to the times.
But without doubt, the worst reason is ‘people really are interested in who we are and what we have to say’.
Oh my god, that’s the worst of all.
A deluded state that manifests itself into some of the worst behaviour and marketing you can get … liked and supported by those who either work for the company or want to.
So what we end up with is an ever-increasing production of sheer shit.
Pointless, mindless marketing filth that doesn’t so much scrape the barrel, but is the scrapings of the barrel.
Things like this …
What. Is. That?
Seriously, how deluded and desperate must you be to think this is the sort of content the World is waiting for.
Yes, I appreciate they have almost TWO MILLION followers but come on …
And they’ve even incorporated a way to ‘vote through emoji’ to allow their ‘fans’ to interact with the content.
To paraphrase a comment once made to me by a client … sometimes, the people who like your stuff are the people you don’t want liking your stuff.
Pity the poor social media people who have to manage this stuff.
I say pity, because surely they can’t think this is good?
Surely they are the human equivalent of a battery hen … held in a small room and told to keep finding ‘ideas’ to churn out as content.
Stuff that is the very embodiment of social media landfill.
An always on strategy that turns people off.
But my god, what if they think this stuff is good?
What if they believe people wait with baited breath for the latest piece of content they literally are churning out?
What if the client thinks it is driving ‘powerful user interaction metrics’?
I know Colgate Palmolive make many products.
Some of which have become brands that are very, very popular.
But maybe someone needs to tell them that just because people buy them, doesn’t mean people care about them … certainly outside of the environment they inhabit or in the detail Colgate finds fascinating.
Or to paraphrase another old client of mine:
Just because you can, doesn’t mean you should.
Filed under: A Bit Of Inspiration, Advertising, Apathy, Attitude & Aptitude, Brand, Comment, Confidence, Creativity, Culture, New Zealand, Youth
The cost of living is insane everywhere.
Petrol.
Heating.
Food.
The prices are going up faster than we can blink.
And while there is definitely the suspicion some industries are using this as an excuse to elevate their profits – I’m looking at you fossil fuel and supermarket industries – the reality is for many people, life is becoming more about survival than living.
Here in NZ, the conversation often relates back to the price of food.
Part of the reason for that is because the dairy industry is so influential and economically important.
But right now, you can’t turn on a talkback radio show without hearing people complain about the price of cheese … milk … or vegetables.
Sure, it’s not as bad as it is in the UK at the moment – where supermarkets are putting ‘anti-theft’ devices on cheese, but it’s not far off.
Just recently I heard a 10 minute segment about the price of cauliflowers.
Apparently they’re $12 each in some places and one person interviewed said:
“There’s no cauliflower in the world worth $12”
It’s fair to say it’s a sentence I’ve never heard in my life.
But while the cauliflower conversation may raise a smile … what it indicates is nothing but.
More and more people will struggle.
Will be taken advantage of.
Will wonder if they can cope.
While I hold real concern for a number of groups, one I’m particularly concerned for is youth.
As I wrote yesterday – and all the photos in this post are from our book, Dream Small – many kids in NZ already feel oppressed by the lack of opportunity and the pressure of complicity they face … but now, their situation could be even more tested.
Less possibilities.
More expectations.
Even less consideration.
Even more demands and judgement.
Given NZ already has one of the worst youth suicide rates – per capita – in the world, what could this do to the mental health and wellbeing of the young?
What is this going to do to the dreams they have?
I get it’s hard.
I get there will be many more communities that will require help.
But for all the companies that go on about how proud they are to be from New Zealand, maybe this is the moment they prove it by what they do rather than what they say.
Last year I judged the Effies and read a bunch of entries from supermarkets.
They talked about how their ‘strategy’ had helped them overcome the huge barrier of covid.
All of them … every last one … claimed covid had been a barrier to growth rather than their fast track.
It was an insult to my intelligence.
I would love it if this year, I read submissions from NZ brands who talked about how they used this time to enable a generation. That they recognised the countries future was dependent on the young feeling they could bring their wild hopes, ideas and energy to the fore. That instead of being told to dream small, they were supported to dream big. So the country can evolve and develop so if situations like this happen again, then the nation will be in a better position because it will be stronger thanks to the brains and ideas the young have brought.
I don’t even really care how they do it.
More pay.
Government funded flights for their OE.
A youth venture fund that kids can call upon to help with their ideas.
Tax breaks for youth focused, foreign brands to come into the country.
Fighting against Tall Poppy – or any of the other issues that hold youth back through fear.
And while I know there are a few brands doing it – some of my clients for a start – I doubt I’ll be reading many papers that celebrate that shift, because too many of these ‘proud Kiwi brands’ are more focused on perpetuating and controlling the stereotype than liberating the people who are forced to live by it.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Brand Suicide, Comment, Marketing, Marketing Fail
A long time ago, I was incredibly fortunate to meet an old psychology professor who had been told in a Michael Moore documentary.
He told me he’s started teaching in the 60’s and saw his role – and universities – to ignite ideas, debates, thoughts that could change the World.
He was deeply disturbed how over the years, that diversity and energy had been boiled out to be a production line for people who simply aspired to a high paying, white collar job.
I say this because I wonder what he’d think if he saw this …
Seriously, what the hell?
How did no one think this was bad?
How did a university think this was appropriate?
A place of supposedly advanced learning and possibilities now actively promoting the sort of bullshit that is Donald Trump’s wet dream.
Well, there’s good news and bad news.
The good news is the University of Adelaide did not do this.
It’s real … it’s just as sexist … but the association with the University is because of the way the photo was cropped, because they had nothing to do with it.
That’s a relief isn’t it?!
We don’t want our universities perpetuating that sort of bollocks.
However the bad news is the the organisation behind the ad – Renewal SA – are a government agency.
That’s right, the people who are supposedly acting in our interests made this.
Made it and approved it.
I appreciate they may claim that was not the intention of the image … but come on, even Stevie Wonder [Sorry Mr Wonder] could see this is shit and the last place that should be promoting this sort of imagery is a part the government, whose job is to supposedly look after the livelihoods and future of the people they represent.
What on earth were they thinking?
The simple answer is, they weren’t … and that’s one of the reasons this shit keeps happening, with the other being ‘maintenance of control’ and toxic masculinity.
More than that, when I posted the picture on another platform – highlighting that it was NOT from the University of Adelaide, the picture just made it look that way – people kept saying how wrong it was a university was doing this, which meant they just looked at the picture and ignored the words.
A bit like old readers of Playboy. Probably.
I get my words are very ignorable, but it was literally connected to the picture. If they can ignore that – or choose to – what the hell are they doing when/if they read a newspaper?
If only I had the comments section on, I’d be able to look forward to the anonymous comments from men [and it would definitely be men] saying I was virtue signaling or being woke or I’m dismissing the achievements of the male in the ad and am basically being sexist towards him.
That sounds mad doesn’t it … but on the other platform – that does accept comments – I received without irony.
“Now it’s wrong for any man to be knowledgeable and share his knowledge of anything? This is why we are entering the “weak men create hard times” phase.”
Interestingly, they deleted it soon after posting which means they not only knew it was wrong – which makes their action even more pathetic – it serves as a valuable reminder these pricks operate at all levels of society and hide their misogyny in the shadows, rather than place it on an advertising billboard.
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.