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


You Can Do Whatever You Want As Long As It Is What We Want You To Do …

When I first came to London, I signed up for Zip Car.

To be honest, the process was a nightmare, but I thought it would be useful.

Was it?

Well, put it this way, we ended up buying out own car.

I’m sure Zip is useful for many people, but part of the problem for us was that there just weren’t many cars close to where we lived. What this meant was that if we wanted one, we probably would need a taxi to get to-and-from the car, which kind of defeats the purpose.

The reason I am saying this is that I just saw this ad for them on the tube.

While there were many things I found a bit bizarre about the ad – specifically the fact you’re sitting on the tube but it’s telling you to get a taxi – the bit that got me the most was in the body copy, where they say …

“… leave our car wherever you leave your inhibitions”.

And then, via the ever-useful *, they clarify this with the additional …

“… just make sure you leave your inhibitions in the ZipZone”.

So in essence, they’re trying to position themselves as the enabler of the spontaneous spirit but then have terms and conditions that mean you can only live that way if you’ve thought through your actions.

Or said another way, they want you to plan your spontaneity.

Idiots.

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Why Purpose Marketing And Planners Need To Be Stopped …

Purpose.

Planning.

Both have had a lot of debate about them in the past few years and both have their cheerleaders and detractors.

The reality is they both have incredible value but – and it’s a big but – only when used responsibly.

Of course, what ‘responsibly’ is, is often in the eye of the brand owner and that’s where the problems starts … because too often, the focus is appealing to the ego of the company directors rather than the pulse of culture which is why we’re seeing more and more ‘purpose work’ that communicates in the corporate monotone of egotistical, bland, business-speak.

The client doesn’t think that of course, they think they’re doing an amazing thing and that people will really believe Hard Rock Cafe’s want to stop hunger or a plastic lighter company in HK wants to save the rainforest [which is true, but I can’t find the post about it, mainly because it was back in 2010] or – hold on to your hats – this …

WHAT. THE. FUCK.

Yes, that really is an umbrella company claiming their purpose is to offer lifestyle solution and protection for the public.

Are they insane?

Even if that was true – which if it is, means they’re bonkers – then the way they’ve written it means the umbrellas are to save you from marketing bullshit raining down on your head.

Purpose has a really important role for brands … but you don’t just ‘make it up’.

I am utterly in shock how many companies sell ‘purpose’ to brands and yet never investigate the soul of the brand.

Go into the vaults.

Look inside every single box.

Discover what made them make their decisions.

Understand the values they lived by and fought for.

Talk to the people who have worked there or shopped there since the earliest of days.

Basically discover their authenticity rather than what they wish their authenticity was.

And yet a lot of companies are paying a lot of other companies to literally make up a bullshit story about them.

Something they think makes them sound good.

Something they think will make people want to choose them.

And while we are definitely seeing more and more people choosing to associate with brands that live by a set of values and beliefs, the thing the brands who ‘invent a purpose’ fail to understand is that this audience seeks truth, not bullshit and so what they’re doing with their make-believe is actually achieve the absolute opposite of what they were trying to do.

Purpose matters.

Planning matters.

But the moment you let ego drive your ambitions rather than your authenticity, you end up being a brand that is flying extremely high on the Planning Purpose Twatosphere.

Remember brands, by being yourself you will be different.

Stop inventing bullshit and start acting your truth in interesting ways.



You Can Tell How Much The Finance Industry Thinks Of Us By The Products They Try To Sell To Us …

OK, I know banking is an easy target but – as anyone who has read this blog over the years will know – I am more than happy to throw darts at them.

Recently I came across this gem from Nutmeg … one of those financial institutions who give themselves a cool name so they can pretend they’re ‘down with the people’ when everything they say and do demonstrates the opposite.

Have a look at this …

Apart from the fact that they say nothing about what they do or how they do it – because, let’s face it, compound interest is hardly a unique offering – I’m just surprised they are saying that if you leave £20,000 for 40 years you’ll get over £140,000 at the end of it.

First of all, £20,000 is a lot of money.

Secondly, putting £20,000 away that you’ll never touch is an amazingly big ask.

Thirdly – and I don’t want to sound a dick – but I don’t know if £140,000+ sounds that much after a wait of 40 years.

Sure, I wouldn’t say no to it and I appreciate it represents a huge growth on your initial investment, but after removing the £20,000 you put in at the beginning, that works out to be a return of £3,000 a year.

OK, that’s not bad, but it’s certainly not enough to live off and certainly not the ‘most powerful force in the Universe’ that Einstein supposedly said.

And let’s not forget that little bit of copy at the top of the ad that say’s ‘Capital at risk. Forecasts are not a reliable indicator of future performance’.

Yes, they really are saying that everything they’ve just said could be a load of bollocks.

Imagine what else you could do with that strategy …

“Eat chips 10 times a day and could be beating admirers off with a shitty stick*”

[* Your health is at risk. Forecasts are not a reliable indicator of future performance]

Or what about this …

“Buy this skin care and you will look 30 years younger*”

[* Your self esteem is at risk. Forecasts are not a reliable indicator of future performance]

Why hasn’t someone thought of using this cross-category before???

But getting back to Nutmeg … my question is who is this ad aimed for?

Is it for people who are worried about their future and will put all their life savings away to get £140,000 in forty years time – ignoring the fact, that in 40 years time, £140,000 will be worth around £2.77 in todays money?

Or is it aimed at the wealthy … who can afford the investment, but probably expect even higher returns?

Honestly I’m not sure, but one thing I am certain of is that a financial organisation who doesn’t tell me why I should choose them over every other financial institution that also claims if I give them my money for 40 years, they’ll [hopefully] give me more back – but no guarantees – doesn’t stand much chance of getting any of my money.



Welcome To Inauthenticity …

I’ve written about Gary Vee before.

And while I admire his ability to promote himself – and don’t deny his considerable entrepreneurial spirit – I feel he is entering that dangerous area where he’s starting to blindly believe his own voice, without any sense of objectivity.

Now there’s many successful people who are like that, but given he preaches on a platform of self awareness, I find this new chapter of his ego particularly unpleasant to witness.

What has raised my ire?

This …

Yep, he has launched his own range of sneakers.

Sneakers!

What the fuck?

Apart from maybe watching sport or having once ridden a skateboard, what credibility has he got to do that?

I could maybe accept it he had got some fantastic – and credible – people to help create them, but that is never mentioned at all.

Of course not, because even if that is the case, I doubt his ego would allow it.

And maybe that’s why he wants people in marketing and entrepreneurship to support him rather than athletes … despite the fact they’re made to look like the bastard love-child of Adidas and K-Swiss.

That’s right, it’s not enough for Mr Vaynerchuk to create a pair of ‘sneakers’ that’s been influenced/plagarised by one credible sports brand, he wants to double influence/plagarise … which kind of sums him up through and through.

Seriously, anyone who buys a pair of these is basically anti-sport and pro-asshole.



Devil In The Details …

I appreciate me – and this blog – being back, constitutes the worst Monday ever, but deal with it.

Hong Kong was as it always is … busy, noisy, energetic, proud, flamboyant.

Fuck I miss Asia.

Well, I miss lots about Asia, but one of the things I don’t is the bullshit bank advertising.

Where every company tries to convey how prestigious they are and – as a byproduct – how aspirational their customers are, even though what they show is the sort of tacky success you tend to see in a z-grade reality show contestants house.

Case in point this stuff from UOB Bank.

Introducing Singapore’s first diamond embellished, metal card.

No, seriously.

What a load of bollocks.

But what does ‘diamond embellished’ even mean?

Is it that minute square in the card … to the right of the chip?

Hahahahahahahahahahahahahaha, I think it is, because nothing says success like having a credit card with some cheap ass specks of diamond that even Ratners jewelers would turn their noses up at.

But it gets better …

By ‘better’, I obviously mean worse.

Because not only have they launched a credit card for the most insanely idiotic and egotistical customer on the planet – or at least Singapore – they’ve shown their true tacky colours by making one of the worst copy mistakes I’ve seen in ages to accompany the cards launch.

“For those who value exclusivity in its most extinguished form”.

Hahahahahahahahahahahaha.

Dickheads.

I love it, because nothing says class and sophistication like a lack of basic language skills.

Now while I’d love to extinguish the people who came up with this card and who want this card, I think leaving things exactly as they are is a much better solution … because not only does it make the people at the bank look the sad, shallow, idiotic wankers they are, it also ensures anyone who pulls this card out looks the sort of pathetic, egotistical, insecure and unsophisticated asshole they truly are.

That’s what I call a WIN:WIN in my book.

I will always love and miss Asia with all my heart, but I will always hate the lazy, contrived, aspirational bullshit that the marketing departments of so many companies continue to peddle.



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.



A Reminder That Expertise Doesn’t Mean Acceptance …

NIKON.

A fantastic camera brand with unquestionable credibility.

Now of course, many camera brands are under threat from the increasing quality – and convenience – of smartphone cameras, which is why many are trying to diversify their portfolio to counter any potential profit loss.

Based on this ad, it appears NIKON are trying to do this as well.

Of course, as we have seen from GOPRO and countless other brands … the ‘live action camera’ category has been growing at an incredible rate and while you could argue NIKON might be a bit late to the party, their credibility in cameras stands them in good stead.

Except it doesn’t.

You see what NIKON have failed to understand is that the ‘live action category’ is very different to the photographic category … sure, they both involve needing a lens to capture the action, but fundamentally the rules are different, the values are different and the culture around it are very different.

As I wrote here, GOPRO’s success is not just because they were one of the first to exploit this market, but because they were part of the culture that created this market.

They understood who these people were.

What they do.

What they want.

What they feel.

This knowledge influenced everything … from their positioning [the utterly brilliant, ‘Be A Hero’] through to the style of advertising they created.

The fact NIKON’s ad shows an image that comes from the perspective of watching others do something, highlights how they have failed to understand the audience they are talking too.

All they’ve done is transfer their photographic approach to their communication … but the audience they need to engage have a totally different set of values and aspirations.

Of course it would be hard for them to achieve this given GOPRO have already nailed it with their ‘in the middle of the action‘ photographic style … but that’s the difference between a brand that looks at a category as a sales opportunity versus a brand that is born from the culture it plans to engage with.

As I’ve said many, many times … culture is far more important than category.

Don’t let anyone tell you different.

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PS: Happy Australia Day … a day where you are not just legitimately allowed to get pissed before 10am, but positively encouraged to be. Have a top day. And a top hangover tomorrow.