Filed under: A Bit Of Inspiration, Attitude & Aptitude, Confidence, Content, Context, Creativity, Effectiveness, Emotion, Empathy, Professionalism, Relevance, Reputation, Resonance, Respect
As if Monday wasn’t bad enough, this post features me.
Worse, a video of me.
Talking right at you.
I know … I know …
You can blame the lovely Franck Vinchon who is doing a project on what challenges enable.
Part of this is because he’s always been passionate about the power of challenger brands, the other part is that in a world where we seem to do everything we can to avoid the hard stuff, maybe we need to remember what that allows us to do and become.
Sometimes.
Anyway, he very kindly asked me to be a part of this project … and despite the fact he’d have got much better answers if he’d asked the people/clients who have to work with me … I have given it a go.
There’s two points I should mention.
One. I need to acknowledge that challenges don’t always end up with a happy ending and so it’s important not to forget, discount or dismiss anyone who has experienced and endured that. It’s dead easy to position people who overcome – and even succeed – against challenges as some sort of brilliant individual. But in the vast majority of cases, it tends to be either because of being born into some sort of privilege or just dumb luck. I definitely fall into both of those camps with my life. And occasionally – but only occasionally – it has a little to do with grit, determination and stubborn perseverance.
Two. I can’t believe how different I look since the last video I made with Franck. Sure that was 4 years ago. Sure I have spent the last 10 months on a big health kick. But Jesus Christ! Nothing highlights this more than the glasses … which are the same ones I’m wearing in both videos. I appreciate no one will care, but for me, it’s a huge thing which kind of reflects why the loss of weight has been more about the emotional impact it has had on me than the physical.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Comment, Communication Strategy, Content, Context, Creative Development, Creativity, Culture, Effectiveness, Marketing, Marketing Fail, New Zealand, Nike
There’s been a lot written and said about brand assets over the years.
A lot of claims and over-promises.
Hell, careers have been made from being a cheerleader of it … even though it has also been responsible for a whole lot of terrible advertising.
Contrived, complicit and confused advertising.
That doesn’t mean it doesn’t have a value – or a role – but as I wrote here, the thing rarely talked about is that brand assets don’t happen by themselves. You can’t buy them off the shelf or make them happen by simply repeating their use ad-nauseum.
No, the only way to turn an attribute into an asset is through creativity.
It’s creativity that gives it meaning.
It’s creativity that gives it a purpose and role.
It’s creativity that imbues it with financial value.
I appreciate that might not fit the narrative of certain people, but that’s the reality of the situation … or it is if you want to do it properly. Unfortunately, it appears more and more people don’t. Preferring to outsource their responsibility – which, let’s not forget, they are paid to do – to generalistic and simplistic solutions that are focused on recognition, not value.
Nothing brought this home more than this ad I saw for a new Nike store in Auckland.
Look at this …
What the fuck? Seriously, what the fuck is that?
While they have used a number of NIKE’s ‘brand assets’ – namely the font and swoosh – it’s pretty obvious whoever put this together has no understanding or appreciation of what they represent or how to use them.
Mind you, it also seems they also have no understanding or appreciation of sport, art direction or design.
It’s like they’ve just taken a few pieces and shoved them wherever they like – like a terrible jigsaw puzzle that doesn’t show the picture they need to create.
Which highlights another thing rarely talked about brand assets …
Just because you’ve earned them, doesn’t mean you can’t lose them.
Treat them with distain and you’ll find all that hard work will be for nothing.
Moving from a brand asset to an attribute to a warning sign to stay the fuck away.
Brand assets are made and built over time.
They need nurturing, crafting and supporting.
They’re not something that once earned, can be used any way you choose.
It’s why the people who use them need to understand them.
What they represent.
The context they play in.
Their creative meaning and expression.
How to actually fucking use them in the right way.
Without any of that you don’t just fail to unlock their inherent value and power, you’re killing their credibility and the brand they’re tied to.
That doesn’t mean you can evolve them. Or expand them. Or play with them in different ways. Nike – of all brands – is very good at doing that. But that only happens because generally they’re embraced by people who have a deep understanding of what they stand for and represent … rather than random ‘colours and logos’ that they treat as a range of stickers they believe they can put wherever they want and whenever they choose.
It’s why I get so frustrated with how certain people talk about them. Acting they’re like ‘parts’ that can be replaced, exchanged, adapted or used however someone chooses … which ultimately demonstrates many of the people who talk like this don’t actually understand what a brand is, what it takes to build one or the difference between post-rationalising and creating.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Context, Creative Development, Creativity, Customer Service, Distinction, Effectiveness, Experience, Management, Marketing, Retail, Virgin Atlantic
Originally, I was going to post a video of a scene from Louis CK’s old TV show.
But then I chose not to.
Not because he was rightfully cancelled for his behaviour – but because the subject matter is too heavy for this early in the week.
But I probably will post it later in the week because it’s a brilliant piece of work.
Not in terms of ‘comedy’, but truth.
Not played for laughs, but for emotional connection … ensuring you feel the pain of what is being said either because it relates to situations you have experienced or actively avoided.
I won’t say any more … both to ensure I don’t ruin the post if I end up doing it plus the fact, I’ve got to actually find it.
Not to mention the fact I am convinced I may have posted about it before but for the life of me, can’t find it … haha.
So instead, have a look at this …
That’s the window of a cake shop near where I live.
As you can see, it was a sunny afternoon – despite being Autumn – so the blind is down.
And that’s where I saw the words, “we’re open, it’s just sunny”.
Those words were printed ON THE BLIND which means a few things.
1. They understand how perception can influence the retail environment.
2. They pay attention to the details across all aspects of their business.
3. They invest in how their business presents itself to their audience.
4. By printing it on the blind – so the writing disappears when it’s up – they are showing that they have an attitude of ‘if something’s worth doing, it’s worth doing right’.
Now I appreciate it seems like it’s a small thing.
But I noticed it.
While driving in my car.
On a busy road.
On a Sunday.
But I tell you something else. I must have driven past a ton of shops on that road and not one of the others made any impression on me. Certainly not enough for me to photograph it then go in and buy something from it.
And here’s the thing … the reason I noticed it is because frankly, you don’t see much of this these days.
Instead, we’re drowning in functionality efficiency.
Removing anything other than what is deemed ‘achieves the specific and immediate need’.
The optimisation of operational interaction. Or in UX language, ‘the systematic removal of any possible friction point in the purchase process’.
But there’s a problem with that thinking, because that approach makes you literally the same as everyone else.
The blandification of who you are. The commodotisation of what you do.
But GoodFor – the name of the shop – chose not to do that.
They understood that done right, ‘friction is valuable’, which is why they decided to deal with this problem in a way that enhanced the brand reputation and experience for their customers. In essence, rather than removing friction … they made a statement out of it.
What some would deem ‘unnecessary and costly’, they saw as an investment in their individuality and personality.
Now I appreciate it’s a small thing, but many of the biggest impact stuff is small.
Think Virgin Atlantic’s salt and pepper shakers or even the classic Argos pen … stuff most would not give a second thought to, and yet reveal more about what the brand values than $10 million quids worth of TV advertising.
In this world of ‘optimise everything’ marketing, it blows my mind how few companies appreciate the big impact of small gestures … because to a society who is finely attuned to marketing bullshit, nothing tells them who you really are than doing stuff most companies wouldn’t even think about.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Collaboration, Colleagues, Communication Strategy, Creative Development, Creativity, Culture
My friend James sent me this pic a while back.
To say I feel seen is an understatement.
While I am a big believer in collaboration, the reality is it only works when you’re working with people who share the same level of experience, exposure and standards.
Or put more specifically, share HIGH levels of experience, exposure and standards.
That doesn’t mean they all have to come from the same discipline … or see the same outcome … but it does means they’re working up to the greatest opportunity rather than down to the lowest common denominator.
But that happens less and less.
One of the big problems is because companies think all their ‘partners’ are equal.
I get it, we all like to think we’re dealing with ‘the best of the best’ … but that’s sadly, rarely the case. Procurement … heritage … global alliances all contribute to who gets to be part of the ‘network’ and so the range of quality and experience in these situations is often vast.
That doesn’t mean they won’t offer something, but it does mean their frames-of-reference will be much smaller than everyone else and when this happens, they tend to pull everyone back down to their level rather than push everyone further up.
Or it gets even worse.
The people with the highest levels of experience [proper experience, not ego or delusion] get accused of trying to ‘own’ the situation when all they’re trying to do is create the best possible outcome from the situation.
The reality is experience should be seen and respected as a competitive advantage. Whether we like it or not, people who play at the highest level, tend to play at a higher level. It’s why I love the comment from one of the greatest football managers of all time when he said, ‘learn from winners, not players‘.
Put simply, winners take us to places we didn’t even know, whereas players only can go where they know.
And while the concept of ‘team’ is everyone progresses together, it still needs someone to lead them to the promised land which is why I think the biggest reason collaboration ends up underwhelming is not because there’s a lack of desire to work with others, but because there’s a lack of reality of who needs to be there and what collaboration needs to truly work.
Filed under: A Bit Of Inspiration, Age, Attitude & Aptitude, Birthday, Daddyhood, Jill, Love, Mum & Dad, My Childhood, My Fatherhood
So the emotional rollercoaster of posts for this week continues.
Yesterday was a hate-fest.
Monday was a love-fest.
And today?
Well, today is a sentimental-fest.
And the reason for that is simple … I turn 54 today.
FIFTYFUCKINGFOUR.
By any evaluation, that’s fucking old – especially for someone working in adland – and yet it’s because of adland that I don’t feel my age, as the photo below demonstrates. Kinda.
OK, so there’s times where I most definitely do – a 1000 years old to be precise – but for the vast majority of the time, advertising keeps me young.
I love being surrounded by talented and creative people of all ages and backgrounds.
I love being around the noise and wildness of culture in all its forms.
I love being exposed to ideas untainted by logic or conformity.
I feel lucky to still be doing this and to still be excited by it …
Now of course part of that is because of the people I work for and work with. Or should I say, how the people I work for and accept who I am and the ‘ways’ I approach stuff. I definitely realise not everyone experiences this, but bar a couple of times in my career [and a couple of written warnings] I have. Hell, Metallica’s management even told me I’d proved it wasn’t just Rockstars who were immune to maturity.
I think they probably meant it as an insult, but I said “thank you” which confuses them to this day, hahaha.
But the reality is, as I sit here turning 54, I increasingly appreciate how lucky I am.
Obviously not just in work, but in pretty much every aspect of my life.
Now, contrary to popular belief, I have – and do – work hard for it, but I also accept the benefits I’ve enjoyed are beyond anything I imagined and likely more than I deserve.
But this is where age plays her ‘karma’ card.
You see the older you get, the more aware you are of the time you have left.
I’m not saying I’m going to die tomorrow – in fact, given I’ve lost 40kg in the last 10 months, I’m probably going to live a lot longer than I was this time last year – however I’ve certainly got less years ahead of me than I’ve lived so far, which means I’m forced to accept there will be limits on what I will be able to do-and-try-and-mess-with in the future.
And that’s where aging sucks … because when you’re someone like me – a curious, emotional, excitable, immature, ambitious-as-all-fuck, only child – you find taking no for an answer almost impossible to accept.
But it gets worse [and I’m not talking about the photo below]
You see on top all this, I’m in this wonderfully ridiculous situation where – despite being in my 50’s – I’ve entered an entirely new phase of my creative journey … one where I’m playing in a completely different world of creative possibilities … one filled with a completely different world of creative talent who all have invited me to play with a completely different world of creative expression in a countlessly different and new ways.
Not just on my own, but with them and for them.
I still pinch myself that this is happening because it’s insane.
Fucking insane. But I absolutely love it.
And what is even more insane, is I work for a company – Colenso – who give me the space to go off and do it over and over again.
Who the fuck does that?
Ignoring that the reason why they probably let me do that is because it gets me out of their hair – it means I get to work with a bunch of brilliant people at Colenso creating stuff very few agencies in the World could ever pull off before travelling to different parts of the world to work with a bunch of brilliant artists on projects that every agency in the world wishes they had a chance to work on … let alone pull off.
Does that sound smug?
Too fucking right it does, but do you blame me??? To have this situation at any age would mean you’re winning, but to have this at my age – where things keep getting more interesting and intriguing – is the sort of good news where you would want to smash that person right in the face.
But you don’t have to worry about that because life is doing it for you.
Because everything I’m doing right now, is opening doors to new things I also want to do.
It’s like I’m on a highway where there are endless side roads that all offer to take me to places where there are other new adventures and creative possibilities and frankly, I want to go down each and every one of them to see where they lead. But the reality is I can’t, because not only do I know each one would have their own side roads of opportunity for me to explore, I’M TOO FUCKING OLD TO BE ABLE TO EXPLORE ALL THE ROADS I’M CURRENTLY ON NOW.
Do you have any fucking idea how painful that is for me?
How frustrating that is for me?
It means I have to prioritize and sacrifice and I absolutely suck at that.
Recently I did a stage set design project for a famous musician. They had me work with a famous Broadway set designer and a famous video director.
It was one of the most thrilling, imaginative, informative, expressive and educational projects of my entire career … making me rethink how I saw creativity connecting and engaging people.
I absolutely, fundamentally loved it.
All of it … and want to explore more of it.
But can I? Not really, because I’m working on a bunch of other things I also find fascinating and I don’t want to miss out experiencing that by losing myself in something else.
Am I being greedy, selfish and a bit of a twat?
100%. This is the epitome of ‘first world problems’, but it’s my birthday today so I’ll whine if I want to and you’ll just have to accept it.
But while I know I’m being a spoilt little brat, it does cause me anxiety. I feel time is running out and I’ve finally been given the keys to the gadget shop. In fact the only thing that helps me get a grip is knowing how happy my parents would be knowing I’m in this position.
Not because they want me frustrated but because it means I’m living what they hoped for me:
A life of fulfilment rather than contentment.
I’ve written lot about this over the years but it basically translates to spending more of your time doing things that fill you up rather than empty you out.
To be honest, I didn’t really understand what it meant until I reached my mid 30’s, but now I realise what a gift they gave me in terms of living and evaluating the choices I had for my life. Because rather than defining success simply as salary, job title, possessions or even comfort … they wanted to make sure I knew it was about valuing and respecting the actions and activities that let you feel you’re growing and evolving.
Yes, I know that sounds flowery-as-fuck, but it’s what they believed and nothing proves this more than how my Dad answered this question from me when I asked him why he changed careers – not jobs – so much in his early years.
His response was:
“I love you and your Mum very much, so I better enjoy what I’m doing because nothing would be so disrespectful to you both than being away doing something I hate”
Can you imagine how amazing that made me feel?
How loved?
And while I know he and Mum weren’t able to always live this attitude – especially when the family were facing challenging times – they both fiercely advocated, protected and supported this way of living my life, even though they also wish I had gone into law rather than – at the time – music, followed by advertising, haha.
Which is why I know my parents would be so happy for how I am feeling at 54.
[Not to mention relieved I have somehow managed to have a career … or whatever it is I have]
And while luck has played a massive part in me being able to choose – and live – what my wife calls, ‘the bigger life’, I would be stupid to ignore the influence of my parents and the industry I work in, for helping let this happen.
In fact, in many ways, what my parents and adland [not to mention Jill and the countless bosses, clients and colleagues] have given me is the greatest gift you could ever receive. Even better than the Raleigh Grifter I got when I was 10 – where I fainted in excitement on seeing it – which previously I regarded as the single best present you could ever get.
So while I appreciate no one is going to be ecstatic that they’re turning 54, I can look back on where I’m at and say “I like where I am” and if there’s anything to feel good about being as ancient as I am today, it’s surely that.
The ultimate privilege in fact … one that I am both fully aware of and that I am very clear on how lucky I am to have it. Especially when there are many people – including friends – who can’t feel that way through absolutely no fucking fault of their own.
So with that in mind, I’ll end this post by saying happy birthday to me. It might all fall apart tomorrow, but if it does – I can say it lasted a hell of a lot longer than anyone expected or predicted. And that definitely includes me.