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


Repetition Builds Reputation …
June 17, 2016, 6:15 am
Filed under: Attitude & Aptitude, Comment, Context, Culture, Marketing, Perspective

Friday is a wonderful day.

It doesn’t matter how much shit you have to deal with, it will always be better than a Monday, Tuesday, Wednesday or Thursday.

OK, if you have to work the weekend, then that’s shit … but generally, it’s a magnificent day.

It is also a day where 2 things are cemented in my mind.

Crunchie chocolate bars and 70’s TV show Crackerjack.

I have not eaten a Chrunchie for 25 years and Crackerjack has not been on screens for the same amount of time … and yet these 2 things are still synonymous with my favourite day.

Of course, part of it is because Crunchie used to market itself as that Friday feeling and Crackerjack used to always start their show with the words “It’s Friday, it’s 5 o’clock, it’s Crackerjack” … but the fact I still deeply – and positively – associate those things with a particular day of the week is amazing.

Especially at my age.

Of course, psychologists will say I am ‘projecting’ and marketers will say ‘awareness means nothing if I’m not buying the products’ … to which I’ll respond with “of course I am” and “I would if I could buy a bloody Crunchie in Shanghai”, however it serves as a reminder that committing to a positioning – or an idea – has great value for brands, especially compared to relaunching every 12 months.

Seriously, this annual relaunch ‘strategy’ drives me mad.

Apart from the fact it demonstrates a brand trying to appear interesting rather than doing things that are interesting, the reality is that in the main, the only thing being ‘relaunched’ is the advertising slogan which – in a bid to not alienate any potential audience – has ended up being even more meaningless, ambiguous and forgettable than the one before.

Don’t get me wrong, there are occasions and circumstances where you might have to change track – sometimes dramatically – but if you’re doing it every 12 months, then it says far more about you than it does about the state of your business or culture.

So if anyone says ‘positioning’ doesn’t work … tell them they don’t know what the fuck they are talking about. Then go eat a Crunchie and watch Crackerjack on Youtube.

Happy weekend all …


16 Comments so far
Leave a comment

new depths campbell. new fucking depths.

Comment by andy@cynic

Thank you. That means a lot to know I’m still pushing new boundaries.

Comment by Rob

ooooo, i could fucking punch a planner.

Comment by andy@cynic

Crackerjack!

Comment by John

Your most contemporary post yet.

Comment by DH

This explains everything.

Comment by Billy Whizz

That would be a first time for this blog.

Comment by John

It certainly explains the difference between the US and the UK.

Comment by Rob

A trip down memory lane Robert. You’ve made me feel so old.

Comment by Lee Hill

Oh trust me Lee, the feeling is mutual.
See you Monday.

Comment by Rob

what the fuck is this supposed to mean?

Comment by andy@cynic

You feel old – I can remember when it was hosted by Leslie Crowther!

Comment by Ian Gee

Bloody hell. I can just remember Stu-pot then we got Stu Francis [above] … but Mr Crowther is a whole different level of old.

Comment by Rob

Crowther had a very strange (and a bit creepy in a child molestor sort of way) partner called Peter Glaze.

Yes, I know. I’m positively antediluvian. I remember when TV arrived in Birmingham in 1956, in glorious, slightly snowy monochrome. With Ads!

Pepsodent (I wonder where the yellow went?) Esso Blue. Murray Mints.

Which prompts a thought. Jingles are highly underrated as brand mnemonics – I can still sing all of those half a century later. The jingles have lasted even longer than the brands.

Comment by Ian Gee

Thanks for making me feel ancient, but good points nonetheless.
I presume this is why Go Compare brought back the singing opera wanker, I have a suspicion it works harder than a BBH account exec…

Comment by northern

And let us not forget the way people of a certain age smile when they hear a norther ireland accent, willing them to say ‘why don’t you’

Comment by northern




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