Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brand Suicide, Corporate Evil, Crap Campaigns In History, Crap Products In History, Cunning, Egovertising, Insight, Marketing, Marketing Fail, Prams
I know … I know … you would think I am over the whole ‘pram marketing’ thing by now.
But I’m not.
Not while they keep putting out bullshit like this …
Like everything iCandy do, there’s so much that just pisses me off.
Let’s start with the colouring of the ad.
Who the fuck would want an orange pram?
I’ll tell you who, the pricks who own a lime green Lamborghini.
Yeah, those folks who are so bloody egotistical that they make sure absolutely no one can miss them.
Having a supercar to nip down to the post office to buy some stamps isn’t enough.
They need it in a shade of vomit that means even blind people can see it.
But that isn’t even the most annoying bit.
Look at that claim.
Errrrrrrm, does it turn into a bike?
What about a car?
Or a house?
Does it turn into anything OTHER THAN A BLOODY PRAM?
No, no it doesn’t … but yet again, iCandy have spouted a load of marketing twaddle because they don’t want to be in the pram business, they want to be in the innovation business and while I have no doubt that to give a pram 30 different configurations is quite an achievement, it’s still a pram and the innovation isn’t that soddin’ innovative.
But hey, they won’t matter to the fools who buy it … the same fools, as we identified earlier, who buy a lime green Lamborghini.
Because to them it won’t matter if they never use any of the configurations available to them because the purpose of purchase is not to ensure their child is protected and comfortable while being transported between the gym and the chip shop … oh no … for them, it’s all about being seen by everyone around them and being able to bore their ‘friends’ with a list of the prams features they will neither use nor understand.
Once upon a time there was a famous advertising slogan for the telecommunications company Orange that said:
The futures bright, the futures orange.
Well, thanks to iCandy, we have an updated version of that.
The futures bright, the futures fucked.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Creativity, Cunning, Devious Strategy, Insight, Marketing
Just to make sure no one is under the mistaken illusion that this blog is topical, I wanted to bring your attention to something that happened way back in March 2016.
OK … OK … I know for this blog, that’s pretty topical, but let’s put that aside for now.
As I’ve discovered over the years, the car industry may be one of the most competitive industries out there and nothing highlights this more than at Auto-shows.
Seriously, it often appears the focus of the manufacturers is simply to out-do the competition rather than try to engage the potential owner.
Anyway, at New York Auto Show last year [yes, last year] Audi set up a bunch of free Wi-Fi networks and gave them names that highlighted the A4’s features over the BMW 328i.
And because people are always scrambling for free wifi at conventions like this, a huge amount of people not only saw it, but got educated by it at the same time.
Simple, smart, evil.
Of course, this isn’t a new thing, just a smart thing.
A deviously smart thing.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Cunning, Insight
So I recently watched the movie, The Big Short, again and was reminded of this quote …
God I love it.
Apart from being funny, I love it because it’s true.
As humans, we are inherently hypocritical. Not because we are bastards, but because it helps us survive and give us self-respect.in this highly competitive world.
Because as I wrote here, general honesty is better than raw truth.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Culture, Customer Service, Emotion, Empathy, Insight, Marketing
A few weeks ago, I smashed the screen of my iPhone 7.
To say I was annoyed was an understatement, especially when I was told that all of Shanghai’s Genius Bars were fully booked for 6 weeks so the only thing I could do – if I wanted things to be sorted quickly – was to turn up at an Apple store and queue up for hours on end.
So I did.
I got up early and was at the store at 8am so I could be first when the doors opened.
And you know what, I’m glad I did because otherwise I would not have been able to see this …
“What’s that you ask?”
It’s a group of blind people being given access to the store before it opens so they can shop safely and comfortably.
It may seem a little thing to us, but it would be a huge thing for them.
As we saw with Asda doing a special open store for customers suffering with autism, the retail industry is miles ahead of most organisations in terms of customer understanding and service.
Not to mention being light years ahead of adland and their often embarrassing attempts to make a difference to culture. Though, to be fair, that’s because most of them are only doing it because they want to win an industry award [namely a Cannes Lion] than to actually make something that has any real benefit for society.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Creativity, Culture, Education, Experience, Insight, The Kennedys Shanghai
As many of you know, I spent 5 years trying to pass a bunch of teacher qualification so I could one day be a lecturer at MIT.
It should have taken 2.
And while I [eventually] passed and have done the odd lesson here and there, the reality is I find the whole thing very difficult.
Part of that is because I’m a bit thick, part of that is because the students I’ve worked with are ridiculously smart [one is 21 and re-engineering the pace maker for fucks sake] … but the other part is that so much of the ‘higher education industry’ seems to be focused on teaching, rather than on helping students learn.
Of course, both of those are interconnected, but for me, it’s about the core motivation.
If it’s about ‘teaching’ … then your focus is communicating the curriculum within the time allowed.
If it’s about ‘learning’ … then your focus is on enabling the students to grasp concepts that they can then use with their own free will.
I am absolutely in the latter camp, which is why I’ve found MIT a bit of a struggle and why I’ve found The Kennedys such a joy.
Of course it doesn’t help there are systems in place where the students ‘grade’ the teacher.
Seriously, how stupid is that?
I appreciate there’s some bad teachers out there, but to give students the authority to pass judgement based on their experience is ridiculous.
Of course, in a perfect world they would be able to do this objectively, but as we all know, so much commentary these days is from a subjective point of view so you could be a great teacher who is given a bad grade by students simply because you didn’t give them the grades they desired because they didn’t warrant them.
Now I’ve made a distinction between higher education and more junior – but that’s not to say they don’t suffer the same issues – but the reason I write this is because of that article at the top of this post.
Despite the author inferring they found it educational and inspirational, I’m not sure that approach would be allowed today.
I appreciate it is fairly radical, but handled correctly, it not only helps students learn, but it opens a debate that would help them truly understand.
To me, that is what education is about …
Giving students the tools to challenge, destroy and liberate stuff … because if we don’t give them that, what hope has society to move forward, let alone stand up against those who wish to do us harm?
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brilliant Marketing Ideas In History, Cars, Creativity, Culture, Cunning, Daddyhood, Entertainment, Experience, Happiness, Insight, Marketing, Mum & Dad, Parents
I’m a husband.
And a father.
I supposedly hold down a senior job at a highly respected company.
I have responsibilities … mortgages and a bunch of other things ‘older people’ should have.
And yet despite all that, when I saw this ad for Hot Wheels, I totally got what they were saying.
Oh Hot Wheels.
When I was a kid, they were the toy cars to have.
Matchbox made the practical but Hot Wheels made the sexy.
The souped up.
The ‘fuck, that looks cool’.
Kids who were good at maths would play with Matchbox but kids who could play the guitar would have Hot Wheels.
I must admit, I am shocked at all this emotion coming out of me despite the fact I haven’t bought – or played with – a toy car for at least 36 years. And that’s why I love this ad so much, because in an instant – and without showing any product whatsoever – I get it.
I totally get it.
Given this ad appeared on a motorway, I am assuming Hot Wheels actually want to target people like me.
Their goal being to awaken my memories of their brilliant toy cars and introduce my kids to them.
It could be because a while back I read Hot Wheels was a billion dollar company under threat.
Not from other toy car competitors, but because parents didn’t know how to play toy cars with their children. Especially Mum’s with boys.
[Don’t call me sexist, this is what they said]
Whatever the truth is, this ad worked for me.
It not only reminded me how much I loved Hot Wheels, it made me want to play with them with Otis. Which all goes to show that while the features of a brand can be copied, it’s spirit and values are always unique.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Customer Service, Insight, Management, Marketing
One of the things I absolutely love is when you hear a perspective on something that you never thought about.
Something that makes you stop and reconsider what you thought you know.
Not that it means your original perspective was wrong – as I’ve said before, there’s rarely a really wrong answer, just lots of degrees of right – but you just feel your eyes have been opened to something that you thought had no way of surprising you.
It’s like a revelation to me.
The reason I say this is because it happened when I read this interview with a bouncer …
Now maybe you’re thinking his statement was massively obvious, but I never looked at bouncers that way.
To me, they were there to stop trouble and maintain order.
Oh … and to look menacing.
[Except my best friend Paul is sometimes one and he is the opposite of menacing]
However, after reading “If you’re too drunk you’re not going to buy any drink”, I now realise their actions are as much about securing the profitability of the business as it is securing the reputation and environment of the premises.
In essence, they’re more than bouncers, they’re business managers.
Now of course, you could say this is a classic case of ‘reframing’, and maybe it is … but in my experience, it only works when it is born from a truth that people can immediately relate too, so even if that is the case, it’s still better than 95% of the stuff our industry has done.