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


Mario Has An Accident …

So I love video games.

Absolutely love them.

I’ve had pretty much every console since the bloody Philips G7000.

And trust me, if you can look at that console favorably, you must really love gaming because it was pretty shocking.

But of all the games I’ve played on all the consoles I’ve owned, one has been a particular fave.

Mario Kart.

God I love that game.

So simple yet so addictive and always so much fun.

So while I have that game on countless Nintendo consoles, when I heard it was coming out on the iPhone, I quickly downloaded it.

Only to get this …

WHAT. THE. FUCK. MARIO?!

Nintendo have always been the bastions of seamless entertainment.

Turn on and play … but they launch a game on the bloody iPhone, a device that could – in theory – open up a huge commercial opportunity for them and it doesn’t work.

Worse, they openly tell you it won’t work for a few days … which begs the question, why launch it?

Maybe it’s not Nintendo’s fault as it has been widely reported Apple launched iOS 13 too early and it’s littered with bugs [another sign that Mr Jobs is long gone] but whatever the reason, as a Nintendo and Mario fan, this has pissed me off … almost as much as it will piss R/GA off when my timesheet is filled with the job code MARIOKRT.

_____________________________________________________________

I appreciate this is not exactly the best post for Remembrance Day, or maybe it’s the perfect reminder why we should all get along with our neighbours so we avoid ending up causing a wealth of pain and hurt no one deserves or recovers from.



Aspirational Averageness …

This is kind of an addition to the post I wrote a week or so ago.

You see I recently read a business magazine and almost every article – and I mean EVERY article – had a story about a company that was obviously trying to position themselves as ‘against the ordinary’.

Now while I appreciate anti-ordinary can be manifested in many ways, I couldn’t help but think that all the brands featured were selling products that were the epitome of ordinary.

Now there’s absolutely nothing wrong with that.

Ordinary is both misunderstood and underrated which is why I think it would be great if a company actually embraced and celebrated that’s what they did … however in the context of the companies featured in the magazine, they were suggesting that what they did elevated them beyond all comparison.

I get why they would want to do this.

I get the commercial value of being seen to do this.

But if you’re going to claim it, your products and brands should demonstrate it and in the great majority of the companies featured in the magazine, the absolute opposite was true.

There are probably a ton of reasons for this.

From the ego of management to the job protection strategies of the people below them to the revenue fear of the agencies they work with … but that still doesn’t escape the fact the stuff they made was about as bland as a beige Volvo.

To paraphrase that old joke, isn’t it disappointing the people who know how to create extraordinary products and brands decided to end up making beige and boring instead.



Anything Is Easy If You Don’t Want It To Last

I am unashamedly a believer in brand.

I know there is a huge amount of talk about its commercial value, but – like the talk about whether we need ‘insights’ – there is plenty of evidence to suggest it continues to drive companies growth and revenue.

And while there are accademics, like Byron Sharp, who have proven people are far less loyal than they claim, the fact remains that loyalty – whether emotional or transactional – has significant value in building sustainable success for a brand.

But here’s the thing many brand owners forget.

To stand any chance of loyalty from your audience you need to be loyal to them.

Continuously.

It’s not good enough to simply offer discounts and early access.

Sure, that can help, but audiences know exactly why you’re doing it.

Real loyalty – by which I mean there is an almost irrational connection to a brand – is born from brands acting in ways that prove why people should care and keep believing in you.

Behaviour not just words.

Progress over the comfort of repetition.

Authenticity not just chasing popularity.

Telling beautiful stories not just spouting facts or contrived ‘ads’.

As I said, there are some marketers who say none of this matters in a world where digital enables them to have ‘direct to consumer’ relationships at a fraction of the cost of brand building.

I get it. It’s quick and it can be powerful which explains why every day there seems to be a new company claiming it will disrupt the category.

But where they go wrong is not realising disruption without distinction [ie: brand building] doesn’t create long term sustainable value, it just creates new commoditization.

In such an extremely competitive, highly-pressured, fast moving world, I would argue that brand has never been so important to stand a chance of having a stronger future.

And while this might all sound hypocritical given I work for a company who is trying to invent the future of marketing – which includes building new ways to have D2C relationships for clients, finding new ways to interact with subcultures through digital and passionately believes in disrupting categories – the fact is we never do this without an obsessive focus on the authenticity of the brand and how we can help it create the future culture wants to follow rather than just exploiting the offers of the present.

For me, the real issue is we are seeing is companies wanting all the good bits of brand loyalty without much of the effort, for which I leave them with this story I heard when living in China.

The successful farmer plants their seeds and nurtures them in the knowledge that when it comes time to harvest, their crop is bigger and healthier. It takes time, but it is always worth it.



Brighton Is Rubbish. Kinda …

I went to Brighton recently and I have to say, I quite liked it in a try-hard-to-be-cool kind of way.

And while there was a bunch of things to see and explore, one thing stood out from all of them.

This …

I have to be honest, while I am all for sorting out your rubbish, a public bin just for BBQ food is pretty spectacular.

Especially as I didn’t spot a single place selling BBQ food anywhere near it.

But as I wrote about the bins in LAX airport, by not labeling it simply as ‘rubbish’, it did stop me in my tracks.

Made me look more closely.

Made me think.

Which begs the question, for all the logic we are approaching the challenges of the environment – maybe the best way to get people to actually think and reconsider is not to bathe them in facts about our self-created, impending apocalypse, but to use language and imagery that cracks the firewalls we have put up around ourselves to manage this sort of information on our own terms.

It might be counter-intuitive, but as the Ice Bucket Challenge and the Doncaster County Council grit machine campaign showed, sometimes the most sensible thing we can do to create change is to embark on utter madness.

Just like my Boaty McBoatface argument that I am absolutely not bitter about in any way, even thought they completely ignored it and dismissed it out of hand.

Oh no.

When will authorities appreciate that humans are hypocritical.

That common sense is often in the eye of the beholder rather than their being some uniform fire of how everything should be.

This is why we have rubbish ads, rubbish politicians and rubbish products … because while I appreciate we need certain benchmarks to move forward, so many of the things we rely on are as fake as the Emperors New Clothes.

Designed to hide our truth rather than to reveal it.

That doesn’t mean you should stop talking to people, far from it, it actually means you need to spend even more time with them so you can get even closer to them. Understand their realities, their contexts, their truths and dramas and all the nuances and personal rabbit holes they go down to manage what they think and decide to do.

People are fascinating, but it needs more than a fucking focus group or poll to discover it.

As I’ve said before, if you want them to respect your clients brand, start respecting them~.



Love Works In Strange Ways …

So good news, this might be the last post for 2 weeks.

TWO.

Though don’t get too excited because it might only be one.

Either way, you have lucked in as it’s definitely the last post of the week because today I’m in Paris and then on Wednesday, I’m off to Lisbon so I can speak at a conference.

Hahahahahahahaha.

I must admit, I still find it hysterical that people want to hear me talk about anything. Especially given all my ‘material’ is available for absolutely nothing on this blog.

Well, if ‘loss of brain cells’ is absolutely nothing.

And yet I do enjoy talking at conferences …

I like the process of trying to think of something interesting to talk about for the audience.

Working out the best way to get the message across without falling into the deadly presentation paralysis.

Then adding the stories that will either make the audience semi-like me, think I’m a cheeky bastard or just plain hate me.

I say all this but I bet the only reason I do get invited is to be the court jester to the audience – and given the wonderful Mr Weigel will also be at the same conference – I’m even more sure of this fact.

But what it means is I’m away till Monday so with that I want to leave you with a delightful story I’ve just heard about.

In the early 80’s, Queen worked with a German producer called Mack.

He was quite revolutionary for the band – helping change their sound and way of recording – which meant they were one of the few artists who went into the 80’s stronger than when they were in the 70’s, culminating in some of their biggest ever hits.

Another One Bites The Dust.

Crazy Little Thing Called Love.

Under Pressure.

Radio Gaga.

I Want To Break Free.

Unsurprisingly, Mack got very close to the band and asked Freddie Mercury to be his eldest sons godfather. And it’s to this background I read this story from Mack about what happened on his sons birthday.

Have a read, see you Monday and here’s a link to the video being talked about below.



Fail For The Win …

A few weeks ago I woke up to find my instagram followers had gone up over 1500 in a night.

A NIGHT.

Given it had been years for me to break 1000 followers, something seemed up.

I checked this blog to see if this rise was reflected on here?

Nope.

I checked twitter.

Nothing.

I couldn’t explain it so in the end I just accepted it must be a weird event and carried on with my day.

Except it happened the next day and then the next.

When it reached 10,000 – yes, TEN THOUSAND – instagram contacted me to say I now could access their tools to further enhance my influencer status, including adding a descriptor of what I do.

Hahahahahahahahahahaha!

Because their list of options didn’t feature ‘annoying prick’, I decided to screw with their algorithm and describe myself as a fashion model.

But why was this all happening?

Well a few days later I found out which is why I write this …

To the [literally] thousands of people who started following me because a very famous rock band [accidentally/stupidly/mischieviously] featured my instagram in one of their stories … prepare to be massively underwhelmed with countless photos of my cat, kid and colleagues.

But on behalf of said cat, kid and colleagues, may I take this opportunity to thank you for letting us all feel momentarily popular until you come to your senses and unfollow the hell out of us.



School Should Never Be A Place For Fear For Anyone …

So this is the last post until next Thursday as I’m traveling for work.

I know you all think this means I’m going on a ‘free holiday’, but I am going to take the high road.Ahem.

Yesterday I wrote a post about media helping kids grow up too fast in ways that drives complicity and pressure not independence and individuality.

It’s a subject close to my heart now I have Otis.

Protecting your child is a weird thing.

You know you want to, but you know there’s only so much you can do.

That’s part of the reason I never felt comfortable living in America.

Despite having our house in an incredibly privileged area – the reality that gun crime is everywhere there – never made me comfortable. I would feel uncomfortable going to the cinema. I would look for exists every time I went to the shopping malls. And while you may think I was being over-the-top, the reality is these things happen … in fact, the week after we left LA, there was a shooting at the mall we used to go.

Anywhere where you get a leaflet through the door warning you about violence and guns in schools needs to take a long hard look at itself in terms of what it values more than a life … which is why this video from the Sandy Hook Promise organization makes sure everyone knows that the best way yo protect your child in America is teaching them how to deal with the environment that surrounds them.