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


If There Was A Eurovision Door Contest …

… then surely this door would win it for England hands down.

Yes, I am writing about a front door.

Is this a new low on this blog?

It just might be.

So this door is a few doors up from our house.

To be honest, in all the time I’ve lived there, I never noticed it … and then one morning, it’s pinkness shone bring like a lighthouse against the cold, miserable, darkness of Fulham.

I don’t know why, but it feels quintessentially British to me.

Maybe it’s because of the tiles that lead up to the door.

Maybe it’s because of the gaslight lamp attached to the door.

Maybe it’s because of that single milk bottle nestled by the door.

Or maybe it’s because I swear I’ve seen doors like that in movies like Four Weddings And A Funeral and Paddington.

Who the hell knows, but it came together enough to make me want a pink door at my house.

Seriously.

And I swear if you asked me what colour door I’d want before seeing this one … I doubt I’d have ever suggested pink in a million years.

And yet seeing it in the flesh makes me feel differently.

Not because it stands out from the typical blues and blacks … nor because it feels showy or attention seeking … but because as much as I see the colour, it’s what the colour makes me feel that is enticing.

You see for me, I feel everything behind that door will be lovely.

Charming. Comfortable. Warm. Inviting … all the things you would want your house to feel.

Which all goes to show, features on their own are nothing if they don’t stir your emotions.

Clients could do with remembering that like I could do with remembering never to write a post about a front door again.



Strategy Is A Direction, Not A Shopping List …

I am getting fed up of hearing strategy talked about in terms of a process.

Of course, there is one, but it seems people seem to value the process more than what it is supposed to deliver.

Which is clarity and direction.

Something that will change the behaviour of the brand/business from the very next day.

Something that will help create a clear position in culture, not just in the category.

Something that will contribute value, loyalty and appeal to the audience that will move them forward.

Something that is focused on the long-term, not just the next quarter.

That’s it.

That’s all strategy is.

And yet, I am meeting so many people who are getting lost in the process or worse, getting lost in the word ‘strategy’ … saying nothing can be done without it being deeply involved at every step – and I mean ‘every’ step – of the process.

Now don’t get me wrong, thinking and expertise is important – but to imply that only someone with the word ‘strategy’ in their title can do it, is wrong.

Actually, it’s insulting … especially when you consider that so much of the magic happens when you invite people who see the World differently to the party.

But it’s happening.

I’m seeing it everywhere.

And what it’s doing is creating so many strands to the strategy discipline, they’re getting in the way of each other.

That might be good for the agency fee, but not great for the work.

Don’t get me wrong, I’m not saying these strands of strategy don’t have value – of course they do – but in many areas, it’s not actually strategy … it’s not delivering on any of the 4 areas listed above … it’s simply helping push along the process of the output to get to a [allegedly] more effective result.

In other words, it’s short-term tuning rather than long term creating.

Adding obstacles rather than taking them away.

Or said more cynically, it’s more tactics than strategy.

Doesn’t have to be.

Not everyone is doing that.

Not everyone thinks like that.

But my god, it seems there is a lot of it about … and when you look at the amount of work that is being produced because of it, you have to admit that while there’s a lot of optimization, there’s not a lot of distinctive, magnetic energy.



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.



New Is Easy, Right Is Hard …

I recently read an article on Linkedin about an agency launching a ‘world first’.

Was it something to save humanity?

Nope.

Was it something to help business?

Nope.

Was it something designed to get the agency some PR even though it had no intrinsic value to culture?

Absolutely.

All that aside, I do get the quest for ‘first’ from agencies perspective … they want to look like they’re relevant, creative, interesting and valuable … but the great irony is that all this stuff does the absolute opposite.

So to dear old adland, I ask you this …

Could you please start being as proud about craft as you are about doing something ‘first’.

Craft makes a huge amount of difference.

It turns potential into possible.

It changes how people look at you and what they can do with you.

It creates division between you and your competitors.

Craft might not always get the PR headlines, but it makes people care – and given the alternative is World Firsts like that fucking Peggy Peg from a few years ago – that is a much better position to be in for all of our futures.



Attention To Detail Is More Than A Set Of Words …

So I recently saw this ad for the new Philips OLED TV.

It’s a beautiful product and – judging by the description – full of fantastic tech to elevate the watching experience.

Or is it?

You see when I read the first line of the copy, I started to have some doubts.

Don’t get me wrong, I’m not questioning the quality of a Bowers & Wilkins sound system – they’re incredible – I’m questioning if the rest of the TV matches B&W’s extremely high standards.

Why?

Have a read of the copy. Carefully.

If you can’t read it, it says this …

“Sound by Bowers & Wilkins for audio that lives up our OLED standard”

That’s right, they forgot to add the word ‘to’ between up and our … resulting in the sort of grammar you could expect from a 3 year old kid.

Or said another way, close … but not perfect.

I know it’s a small thing.

I know mistakes can happen.

But if you are trying to present your product as the highest of standards, it’s not a great look.

Hell, if they can let a word slip in their advertising, what standards have they let slip in making the product?

Philips may claim they’ve just launched the OLED+ standard … but judging by the attention to detail they’ve given their ad, it’s much more OLED-.



How Far We Have Come …

When I was young, I loved cars.

OK, I still do … but back then, they held a particularly strong fascination.

Freedom. Independence. Status.

Now while there are many cars that are burned into my consciousness – the Ford Fiesta XR2, the Fiat X19, the Triumph TR7 to name a few – there is one that has a special place in my heart.

Not because I wanted one, but because in my provincial mind, it represented the pinnacle of success.

It was … a Ford Granda.

Yes … that tank like thing at the top of this post.

I know … I know … how utterly shameful.

As I said, it wasn’t a car I aspired to owning or driving – besides, I was years off being allowed to drive – but it was the biggest car on the road and in my small, little mind, that meant the driver was doing one of the big jobs in life.

You have to understand that I was entering as period of my life where school life was soon going to make way for the rat race … and while I was good at school, I was crap at exams so I was looking for direction in terms of a job that could one day, potentially let me own a Ford Granada.

Jesus, I was sad.

It gets worse … because I still remember seeing a man drive a BMW 7-Series when they first came out and going up to him to ask what he did for a living as I couldn’t believe anyone in West Bridgford – my home town – could ever have a job that let them buy a car like that.

The irony was it was less about having something that would convey status and success to the outside world and more about setting a goal that would let me think I have done OK in life if I ever got to own one.

Which I didn’t .

The reason for all this is that I recently watched a video for the launch of the MK II Granada.

It’s long, but it’s worth watching for a whole host of reasons.

Part of it is because it highlights how far the car industry has evolved since 1984 interns of technology and what they regard as driver/passenger comfort and sophistication … part of it is because it’s funny to see them make big claims about small features [digital clock anyone?] … but the biggest part is how much technology we still regard as luxury is over 30+ years old.

It doesn’t make me want a Granada, but it does help me feel less foolish rating them in 1984.



The Difference Between Design And Creativity …

As I’ve written many times, I am a huge, huge fan of design.

Frankly, I have seen more great things come from the design community in the past few years than advertising.

Of course there has been some great advertising, but in terms of solving problems in magical ways, the design industry seems to be more progressive than a lot of adland.

Part of that is that is because a lot of adland believes their job is to make ads to solve problems rather than embracing the possibilities of creativity … however I recently saw something that reminded me the difference between great design and great creativity.

Good isn’t it?

Captures the pain, sadness and horror of the terrorist attack in New Zealand in such a gentle, tender, authentic way.

You see what this work tells me is that while great design communicates a single thought with great clarity, great creativity communicates a 1000 feelings with great emotion.

As much as we need more great design, we also need more great creativity in our lives too.

That’s down to us.

What we do. What we fight for. What we protect.