The Musings Of An Opinionated Sod [Help Me Grow!]


Confirming What We Know Is Still Right Can Be Very Informative. Acting Like It’s A Revolutionary Discovery … Isn’t.
November 12, 2013, 6:10 am
Filed under: Comment

Sadly I’ve seen way too many planner presentations that do this.

Normally under the heading ‘universal human truth’.

As I’ve said before, there’s nothing wrong with talking about that as long as:

1. You don’t act like you’ve just broken the Da Vinci code.

2. You accept that while people might have similar views on a certain subject all around the World … how people ‘express’ it can be very different depending on all manner of criteria – from culture to cash-flow.

By all means do research that ‘checks in’ with where brand/cultural behaviour currently is.

By all means talk about the issues and opportunities that can come from a static situation.

But don’t – please don’t – try and claim you have discovered something new when it has been both the obvious and accepted for decades.

Thank you.


28 Comments so far
Leave a comment

Noise is relative.

Comment by DH

Profound.

Comment by Bazza

Yes it is Dave. So is pain.

Comment by Rob

youre half iti campbell. that means youre only used to taking it not giving it. sorry mrs c.

Comment by andy@cynic

You realise you have just insulted 99% of all planners, researchers and politicians? When I say insulted, I mean educated.

Comment by DH

If you think about it, global human truths is an insult. It sounds like the sort of terminology a branding company would develop to justify parity and convenience.

Comment by Bazza

yeah, because the ipad air is so fucking different to the ipad classic, mini, classic mini, original classic and every other fucker you shoot out every 6 fucking weeks.

Comment by andy@cynic

you can buy my silence with free shit baz. throw in a few extra macbook airs and ill order campbell to even delete the comment above. you should snap my fucking hand off for a deal like that.

Comment by andy@cynic

Grifter.

Comment by Bazza

Well said Robert. The reason this continually happens is business is continually demanding new. Something they can use to promote themselves or their job function internally or externally.

So as you correctly stated, there is nothing wrong with acknowledging when little has evolved in attitudes, habits, behaviour or science, business feels there is so reports like the one above gets published.

The irony being they often result in achieving the total opposite of what the company hoped to achieve.

Comment by Pete

I find it even more alarming when industry people hear widely known and acknowledged information and treat it like it is revolutionary news.
I also agree with Robert and Bazza regarding the “global human truth” term. It is a term designed to encourage corporate laziness and conformity both within organisational structures and product development. With all the information we have about people and cultures at our fingertips, it can feel like we are back in the 1950s.

Comment by George

Yawn.

Comment by Billy Whizz

If we were back in the 1950s, advertising would be product-centric rather than global human truth-centric and it would be driving sales rather than award entries.

Comment by John

I’ve no idea if that’s true, of course. I still haven’t read that Gossage book.

Comment by John

Very true John, but it you were to look at the advertising of that era, you could argue that a great number of products were developed and communicated (in relation to the product benefit) under the premise that is now known as the global human truth. Though back then, it would more likely be referred to as the national human truth.

Comment by George

Very well said. I bow to your superior knowledge of the 1950s.

Comment by John

Fight fight fight fight fight.

Comment by Billy Whizz

Twat twat twat twat twat.

Comment by John

I love ‘national human truth’ … I am absolutely going to use that, it’s awesome. [In a sarcastic way, of course]

Comment by Rob

Good point Pete. It seems some companies still operate under the belief ‘all publicity is good publicity’. It isn’t … just ask Gerald Ratner.

[I only said him because I know Mr Dodds will be happy I am referring to news that past it’s relevance years ago]

Comment by Rob

Simple solution to stopping people making noise opening wrappers at the movies. Ban fat kids.

Comment by Billy Whizz

#insight

Comment by John

Why do I like that idea even though I hate it and it’s utterly wrong and flawed?

Comment by Rob

Because it came from Billy and you have very low expectations about him?

Comment by DH

Fuck. You. Dave.

Comment by Billy Whizz

I always found that MC Saatchi SURT model useful – but took out human truth and put in cultural one – I still find it amazing how much real people forget to think like one when they walk through the door of a marketing type place

Comment by northern

Does that stand for “stop using ridiculous terminology”?

Comment by DH

Ouch

Comment by northern




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