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


When You Can Tell A Company Has Lost It …

I’ve written a lot about GoPro.

I’ve bathed them in adoration … highlighting how they were born from their community, which enabled them to create communication that literally inspired the growth of their community, not to mention a whole new multi-billion dollar industry.

I’ve also written a bunch about how other brands simply don’t get it … like Kodak and Nikon.

So it absolutely breaks my heart that GoPro are fucking up.

I’m not just talking about their product issues – or their reluctance to innovate – but the one thing they used to do flawlessly.

Their ads.

Look at this …

OK, they’ve kept their ‘in the middle of the action’ imagery.

And yes, they’ve kept the message mercilessly short.

But look at it … that visual hardly screams ‘live action’ and that message is a perfect example of corporate blandom and passiveness.

However there is an even bigger question.

Why – just why – did GoPro walk away from their absolutely brilliant ‘Be A Hero’?

I honestly think that is one of the best lines since Just Do It and yet, within a few years, they’ve seemingly walked away from it and for what?

To keep things new and fresh?

If that’s what they think then they have utterly failed.

It might be new but it’s certainly not fresh.

‘Be A Hero’ was brilliant because it perfectly encapsulated the spirit of the brand and the people who use their products.

It was a line that could last a lifetime. I genuinely believe that.

This obsession with an annual ‘relaunch’ is ridiculous.

That isn’t how you build something … but it is certainly how you destroy it.

Look, I know end-lines don’t make a brand, but they do effect how culture views them.

I know some people don’t agree with that – thinking end lines are old hat – but my response is if NIKE walked away from Just Do It and replaced it with something like ‘Feel Amazing’, I’m pretty sure everyone would think they’ve lost their spirit and edge.

A bit like going from ‘Be A Hero’ to ‘Capture Different’.



Sometimes Technology Scares Me …

… no, I’m not talking about the fact a t-shirt company was able to use my data from Facebook and serve me an ad of a product featuring my hometown and my favourite band …

… I’m talking about the fact they think I would want to be seen in that t-shirt.

Yes, I know I have the taste of a 1980’s Australian pub singer, but even I wouldn’t wear that.

Big data might help companies get an idea of what their audience do, but it fails to understand what they like.

For all it’s cleverness, the way the data is interpreted – and used – by so many companies is embarrassingly simplistic.

Not simple. Simplistic.

A strategy of simply mashing random interests together is not a strategy, it’s an embarrassment.

Jesus …



Lazy Or Stupid?

So recently, I saw this ad in Shanghai …

Can you see the problem?

Have another look?

Yes … apart from the words CAR FREE DAY, they’ve literally used Lorem Ipsum for the rest of the text.

And for those who don’t know what Lorem Ipsum is … it’s dummy text used by the advertising and printing industry when space has to be left for copy but it hasn’t been written yet.

Now I appreciate we’re in China so there’s a small possibility the people behind the ad didn’t speak English so didn’t realise the difference.

But I have to be honest, I don’t really believe that.

And even if it was true, what about the people who commissioned the work?

Seriously, this might be one of the laziest/stupidest things I’ve seen in a long, long time.

This is an amazing country that is developing at an incredible rate but when I see stuff like this, I am reminded so much of it’s progress is based on the aesthetic because under the surface ‘good enough, is good enough’ still permeates so much of what passes as standards.



If LinkedIn Is About Professionalism, What Do Some Of The Statements Their Members Post, Say About Professionalism …

Yes … I know I am the last person to talk about professionalism.

And yes … I know Linkedin is kind-of an easy target, but some of the stuff people are putting on there these days blows my mind.

If I was an alien and looking at the site for insight on humans, I’d come to the conclusion there’s 2 types out there, the egomaniacs and the totally lacking in confidence.

Have a look at this …

What?

WHAT?

If it was some kind of psychological experiment, you could just about put up with it – but it doesn’t seem to be. It literally appears a guy called Jason [In a moment of compassion, I’ve deleted some of his info to protect what little honour he has left] wants to crowd source how he should style his facial hair.

And if that wasn’t depressing enough, he’s received over 5000 comments for it.

FIVE THOUSAND.

Seriously, what the hell?

It’s so depressing that I hope he’s only doing this so he could find gullible fools to sell some shit product too.

Honestly, what next …

What tie should you wear to work?

What breakfast should you eat?

What condom should you wear?

On the bright side, if this is the standard of professionalism these days, then it just might mean I am no longer at the bottom of the table.

Sure, I might still be in the relegation places, but no longer at the bottom.

Thanks Linkedin.



Why You Should Never Ask Normal People To Act In A Video As A Normal Person …

As most of you know, I love car-crash internal videos.

I love them for so many reasons …

The ridiculousness of ego.

The appalling lack of judgement.

The desperation packaged as confidence.

While I’ve written about so many of these things over the years, my favourite has always been Singapore’s Media Development Authorities corporate snuff video.

Or it was until I saw this …

No, it’s not a spoof.

It’s actually meant to make working in the Australian Department of Finance look attractive.

Apparently it cost $4,000 … having looked at it, that’s still $3,995 too much.

What were they thinking?

OK, I get what they were thinking, but how did they think this was good enough to release?

Hell, they should have known it was going to be a pile of fucking awful the moment they saw the ‘script’.

But no …

And then there’s the decision to use the real employees in it.

I appreciate the attempt to make it authentic, but people can’t act being people.

Hell, even Keanu Reeves – a Hollywood actor – finds it hard to act being a person.

I get some intern may not realise the stupidity of agreeing to appear in something like this … but what about the senior guys? Unless they had a gun put against their head, they should have absolutely refused to do it.

Hell, if they were threatened with death, they should have taken that option because the embarrassment of appearing in something like this – or even working in a place that does something like this – is potentially career destroying.

All in all, this is going to be remembered for all the wrong reasons.

They could have saved it if they came out and said, “guess we should stick to working with the numbers that run the country, rather than act”, but no they’ve said nothing which means they might think this is really good.

Oh dear.

The lack of self-awareness within companies and organisations that supposedly understand or represent the masses is mind-blowing.

Worse, their lack of appreciation that everything you do say’s something about you to all who experience it is bordering on insanity.

But on the bright side, their blindness is my light.



Lazy Disruption …

Right now, in supermarkets across super-conservative Singapore, is this …

Yep … that’s a real thing.

The product originates from the UK but – unsurprisingly – had it’s advertising banned there on the grounds of indecency.

[Which is why I’m kind of scared what they mean by 100% natural]

The fact it has been able to run this sort of thing in Singapore highlights the authorities there are either ultra-naive or super-broadminded.

Given the Red Dot Nation is not renowned for its liberalness – despite things like this getting through the system – I assume the introduction of a hoverboard in the visual convinced the powers-that-be that this was a genuine ad for a brand celebrating an active lifestyle.

Idiots.

But not quite as idiotic as the immature boys/expat wankers who’ll buy the stuff thinking they’re being witty. On the positive, the moment they’re seen with a can, they’ll be more hated than a Nottingham Forest owner. And trust me, that’s seriously hated.



You Can Never Be Rich Enough …

So I was reading a business mag [I know, I know] and saw this …

In some ways, I am kind of impressed that a company would be so blatant in its ‘greed is good’ approach.

Let’s be honest, most brands – even super luxury brands – kind of steer away from talking about cash so literally.

Instead, they use words like ‘exclusivity’ or ‘precious’ or ‘craftsmanship’.

I get why …

Not because they think talking about money is vulgar, but because they’re scared if they put a price against their brand, a competitor could say “we are even more expensive than them”.

Yep, that’s the kind-of fucked-up world we live in.

So when I saw this ad, I have to say it grabbed my attention by it’s sheer confidence/arrogance.

It’s an ad for the ambitious. The hungry. The never satisfied.

It’s an ad for those who want to change the World and get reap the rewards of it.

Or that’s what they’d like to convince themselves it is.

In reality, it’s an ad for the sort of guys who don’t give a shit about others.

The types who fuck others over and think that by saying “it’s just business”, it relinquishes them from all blame.

The people who believe money defines who they are and who others are.

The folks who say they want to change the World but really mean want to change their world.

There’s probably millions of these people out there.

They probably now hold ExcelAir in the highest of esteem.

I kind of admire that.

I kind of admire the balls of ExcelAir to ignore the sensitivity of the times and just go for it.

But I’d still rather shit in my hands and clap.

Especially when it’s delivered in an ad that looks like Stevie Wonder art-directed it.