Dumb & dumber. Where marketing is headed.

 

CROSSED WIRES

CROSSED WIRES

I recently received a flyer in the post from SouthernElectric.  It’s a classic example of how, in recent years, a huge number of people in marketing, from the creatives to the clients, have utterly lost the plot – the industry is now full of people who really don’t have a clue about what they are supposed to do.

Is that a red herring I see before me?

The headline on the front is:

FREE ELECTRICAL CHECK*:  YOU SHOULD JUMP AT THE CHANCE

Then the subhead:

Old electrical wiring can be riskier than you think.  If your home is over 20 years old, give us a call.

But what is the photograph that accompanies this?  Smouldering wires? A burnt out room?  No…it’s a shot of a teenager flying through the air on a BMX bike.

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You talking to me?

The flyer is aimed at home owners.  What’s the average age of first time buyers in the UK?  Thirty five.  How many thirty five year olds do you see playing around on BMX bikes?

But the target audience is even older than this.  Buy any house and you have to get a survey –It’ll be a condition of the mortgage. If the wiring is dodgy it will be picked up.  So you won’t need another survey, free or not, from Southern Electric.

That means the target audience is probably 45+ and knew the wiring was a bit tired when they bought the house ten years ago (but has been going through a lot of fuse wire in the meantime).  How many people in their 50’s, 60’s and 70’s are going to think “ah, BMX bike, this is obviously something that’s relevant to me….I’d better read it carefully!”?

Ho, ho, ho…that’s so punny!

Then there’s the banal “jump at the chance” pun in the headline, followed by another one overleaf with “Land a free visual check” (geddit?!) – It’s insulting to my intelligence.

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Does this infantile sense of humour reassure me that these are the best people to rewire my house?

No.  So how did this disastrous flyer get produced and approved in the first place?  Rewind 30 years and all will be revealed.

The slow old days

In the 80’s producing this flyer would have been laborious.  The account person writes a brief.  The brief is approved by the creative director.  It is passed to a copywriter/art director team.  They produce rough concepts.  If approved by the creative director these are worked up into finished visuals.  Once signed off by the creative director they are passed to the account team, who check them against the brief then take them to the client.

The client approves the visual and the flyer goes into production.  The art director and art buying department set up and direct the photo shoot.  The studio create the artwork, on a drawing board.  The copywriter, art director, creative director and account team review it, make amendments, then sign off.  The client finally approves and it goes to print.

Quality not quantity

It was labour intensive and time consuming.  But it did have a few things to recommend it.

It was a systematic process.   Everyone involved understood it and followed it.  As a junior you realised there was “a right way to do things” and learnt why each stage was important.  You were part of a team and had plenty of opportunities, and time, to learn from experienced practitioners.

Secondly, a lot of time and effort went into the briefing and reviewing stages.  You couldn’t afford to present ideas that the client rejected – too much time and money were involved.

Thirdly, with all those people and stages, there were ample opportunities to question, challenge and discuss.  Had this BMX flyer been proposed back in the 80’s (did we have BMX then?) someone would have shot it down in flames before it ever got visualised.

This resulted in higher quality work – the crap got filtered out.  It also produced more capable people – you learnt on the job from experienced practitioners who shared their knowledge.

That’s progress for you

How is it done now?  Client emails marketing agency requesting flyer, giving a few details.  Account person, two years in job but with marketing diploma, clicks “forward” and sends to designer.  Designer, with BA in graphic design, thinks “Huh, wiring check, what’s that all about?  When am I going to get something funky?”  Goes on Getty Images and saves some wiring shots to lightbox.  Can’t think of an idea.  Checks Facebook.  Sees link to BMX video on YouTube.  Has light bulb moment.  Only problem is fact there’s no obvious link between BMX biking and electrical wiring.  Designer has another light bulb moment and comes up with “jump” and “land” puns.  Pops out to Starbucks for skinny latte thinking “I’m so creative!”

Designer gets back to desk and emails to account person, who loves it.  They forward to client, also with marketing diploma and relatively new to job, who thinks it’s really imaginative.  Account person knocks in some text and decides “hey, this copywriting thing is easy!”  Finished file emailed to printer, job done.

Am I bovvered?

The result is rubbish.  But it’s produced quickly and cheaply.  Plus nobody involved knows any better.  So what’s the problem?

The problem that the response rate is nil.

But so what?  The account person, the designer and the client all move on within six months.  They achieved nothing, learnt nothing and couldn’t care less.

 

 

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Meat mis-labelling latest

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No comment

 

Picture credit:  http://wellthisiswhatithink.wordpress.com/2013/02/08/advertising-f-up-of-the-year-entry-number-2-for-2013/

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What works best – softly, softly or pushy, pushy?

2907292736_40951a05a9 (1)I’m puzzled.  On the one hand we’re being told that content marketing is the way to win customers and influence people.  Yet on the other we see big brands throwing millions into commercials that take interruption marketing to irritating new extremes.   Who is right?

The caring-sharing approach

A few Sunday afternoons ago I was reading “Valuable Content Marketing” by Sonja Jefferson and Sharon Tanton (of the Valuable Content consultancy).  It’s hot off the press and talks a lot of sense.

They remind us that the internet has tilted the axis of the marketing world away from dying sun of traditional media and towards planet digital.

An idea whose time has come

By way of explanation they point out that when people and businesses get into buying mode their behaviour is increasingly influenced by the following factors.

  • The internet – this is where most people tend to do their research.
  • The fact that trust is at an all-time low – so when buyers encounter the hard sell they are very sceptical.  Many shy away and are drawn to companies that share genuinely useful information that is helpful in the decision making process.
  • The rise of social media – given the lack of trust, buyers use social media to get recommendations from their friends, other buyers and independent sources.

When you consider these three trends it’s easy to see why providing consumers with truly valuable content proves such an effective marketing tool.  Sonja and Sharon quote a tweet from rapper Kanye West: “Don’t try to sell me on anything.  Give me ALL the information and I’ll make my own decision.”

So, there are sound reasons for taking content marketing seriously.  But the list goes on.

More reasons to believe

Shortly after Sonja and Sharon completed their manuscript another seismic shift occurred in the online world.  Google started to penalise sites that try to manipulate search results through SEO techniques and has begun to favour those sites with fresh content that is enthusiastically shared.

Then there’s the fact (covered at length in the book) that the emergence of digital media makes it easier for businesses and individuals to create and disseminate their own content.  Instead of begging or buying space in traditional media, companies and individuals can freely self-publish whatever information, stories and articles they like – it enables everyone to create and distribute content with ease.

So, this book has further persuaded me that the convergence of all these forces is creating a perfect storm for content marketing.

Yep, I say to myself, marketing has changed.  It’s about generously sharing genuinely useful and entertaining material with people who are willing to receive it.  It’s about getting likes, followers and friends then influencing them – but slowly, gently, patiently.  It’s about wooing, rather than screwing.  SELL has become a four letter word….you get the picture.

Invasion of the brain snatchers

By now it is Sunday evening.   I have a warm glow as I look forward to helping my clients on Monday morning embrace this brave new world of caring and sharing.  Pouring myself a beer I settle down in front of the TV for a few hours of undemanding entertainment.

Everything is going swimmingly – until the commercial break.  I get three minutes of brutal and sustained “interruption marketing” – attention-seeking advertisers crashing through my living room with desperate and clumsy attempts to force their way into my consciousness.

Beam me up to a better job

I did my best to screen out most of the commercials, but one was so crass that that I made a mental note to file it for future use (and here goes).  It was for Reed, the recruitment company, and involved a Star Trek spoof on the theme of Love Mondays.  I note that they’ve disable the comments button/feed on YouTube, presumably because they got so much abuse (?).

I haven’t been in the job market for a few years (20?) but I had the impression that Reed are pretty professional and credible players in the recruitment industry.  Their website suggests this is still the case.  It’s very straight and tells us that this is “The UK’s #1 jobsite”.  It lists almost 8,000 jobs for accountants, almost 10,000 jobs in IT and Telecoms, plus 8,282 jobs paying £50k+ and what you’d expect from the market leader.

So why this intentionally silly commercial, featuring candidates that range from the sensible (engineer, accountant) to the downright daft (beefeater, judge, jockey and lobotomist – the one who operated on all those people at Reed who signed this commercial off?).  The answer has to be that Reed is just too sensible and was starting to lose out in the attention-seeking stakes to the likes of www.fish4.co.uk  and www.monster.co.uk.  Someone took the decision that irritating people is preferable to being ignored by them.

Hate me, but don’t forget me

A number of other big brands have opted for a similar strategy, and persisted with it, despite the fact that the collateral damage to their brand is huge.  Take Go Compare.  The intention to irritate has been forward and centre in their strategy from the start.  Now they are “saving the nation” (pun intended) from their annoying opera singer.  Assorted celebrities from Sue Barker to Stephen Hawking do us all a favour by taking him out.  So, we’re meant to thank them for removing an annoyance that they inflicted on us in the first place.  And we’re supposed to take this as some kind of indication that the wonderful people at Go Compare are responsive to customer feedback.  Like they want to have their cake and eat it, and think we are stupid enough fall for this twisted self-serving logic.

Other brands that have chosen to go down the in-your-face at all costs route include Money Supermarket, (although I must confess I quite like their 80’s style epic commercial from last summer) and confused.com with their YMCA/Village People homage.

The ultimate interruption

The one that takes top honours in the interruption marketing stakes has to be Ladbrokes.  They employ the football commentating equivalent of Go Compare’s opera singer, Tiziano Crudeli.  In the latest Ladbrokes commercial he literally interrupts a (spoof) ad for ManWave ProScalp featuring fellow commentator Chris Kamara, and starts screaming at the viewer about Ladbrokes free bet offer.

It’s not either/or – you probably need to do both

I can’t argue against content marketing – it makes perfect sense in today’s market.

But I don’t think traditional interruption marketing can be written off.  There are situations where it still proves very effective – when launching a new product or promotion, when you need to give sales a quick shot in the arm, and when there’s a requirement for heavy and constant traffic on your website.  Of course you can use content marketing in these instances, but if you require a short sharp impact, and/or mass market coverage, I just don’t think it will reach enough people in the short space of time required.

This doesn’t mean I’m all for the likes of Ladbrokes, Go Compare and Reed.  I think that annoying the heck out of people in a desperate bid for attention is a very expensive way to cause huge collateral damage to your brand.  Nor does it mean I’m all for content marketing, to the exclusion of other options.

The intelligent approach (IMHO) is to see both approaches for what they are, and to judiciously combine them – that way you get the best of both.

Traditional advertising still going strong

I’ve been really busy in January helping a number of different clients with traditional advertising campaigns.  Are they ignoring content marketing?  No – they’re doing that as well.  Are they wasting their money by spending it in traditional media?  No – there are very good reasons for going this route.  I’ve listed three here (but there were more).

The first project was for London City Airport.  They wanted to target business travellers at the likes of Geneva, Barcelona and Edinburgh with posters in the departure lounge about how much quicker it is to fly direct to Docklands than Heathrow or Gatwick.  Makes perfect sense.

The second project involved announcing the launch of a revolutionary anti-fouling paint that can cut over $1 million+ off the running costs of a single supertanker in over just one year.  All of the main fleet owners and all those interested in this news subscribe to a couple of trade magazines.  Ads in these publications will get the good news out to all the people who matter in a couple of days.  Makes perfect sense.

The third project was for Cotswold Outdoor and their 65+ stores, helping them with window displays, online banner ads,  direct mail and press ads in niche publications read by huge numbers of walkers, climbers, fell runners and general outdoor enthusiasts.   Again this makes perfect sense.

So, in my own very small personal world traditional advertising has been helping me pay the bills (thank you to the agencies and clients concerned!).  I don’t think it’s dead (despite what so many people are telling us).  I just wish a few more big brands would work a little harder to attract our attention without annoying us in the process!

Picture credit Christopher Macsurak

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Sad Men

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Pretentious, Moi?

I’ve been trying to write a new website for myself – and struggling.  It’s not just that writing about your own business is harder than writing about someone else’s.  It’s that writing about  ”being creative” is plain awkward.

I should know.  I’ve been doing it long enough.

Over the years (20+) a lot of different ad agencies and design companies (15+?) have asked me to come up with ideas and words  to help them promote themselves.   I’ve created mailers, press ads (remember them?), web pages, emails and posters to generate awareness and win new clients.  They’ve ranged from the sensible and professional to the downright wacky.

I remember one poster in particular.  It was for a design company in Cardiff and they bought a single site directly opposite the Welsh Assembly building.   It showed a Welsh rugby player, arms outstretched as if being crucified, under the words SEX and CHOCOLATE.  It was immediately banned, condemned by prominent members of the Welsh clergy and pilloried in the local press.   Their objective was to get noticed, and it certainly achieved that!   (NB, it was their idea, not mine – honest!)

Mais oui, oui, oui!

The challenge every time is the same – how do you suggest that you are imaginative, talented and creative without coming across as horribly  pretentious, conceited and full of ****?  To make matters worse you have to do it in a way that is so strikingly original that your imagination, talent and creativity speak loudly for themselves.  No pressure then!

It’s  the  ultimate challenge – and plenty of agencies blow it.  If you doubt me go agencywank.tumblr.com.      You’ll discover a string of heroic attempts to achieve fame and glory with a single “knock-em-dead” headline.

(NB, thanks to Mark Mapstone for drawing this site to my attention).   I’m glad to see that none of the agencies I have helped have made it into this Hall of Shame!

Enjoy…

 

Picture credit:  Christina Saint Marche

 

 

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Good communication – vital if you want to create trust

Branding, so we are told, is all about creating trust.  But it is so easy to make mistakes if we don’t communicate clearly.  As this video demonstrates….

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Happy New Year – wherever you are!

Thank you for visiting this blog.

I started it about 18 months ago as a way of keeping myself sane while all about me the marketing industry was turning itself inside out and upside down.  I figured that if anyone else read these posts then that would be a bonus.

I’m amazed to be informed by wordpress about 5 minutes ago that in the last twelve months I’ve had visitors from all over – including 43 from South Korea, 9 from Vietnam, 8 from Ecuador, 3 from Algeria, 2 from Afghanistan and 1 from Iceland.

My goal for 2013?  Get some visitors from Greenland, Madagascar and Bolivia!

To see full report click here.

 

Picture credit Menosultra; http://www.flickr.com/photos/menosultra/4566599928/sizes/m/in/photostream/

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Copywriting that gets to the heart of the matter

 

 

The marketing world has fragmented into numerous specialisms, disciplines and niches.

Take copywriting.

There’s writing for the web, B2B writing, content writing, direct mail writing, writing long copy, creative copywriting, SEO copywriting, writing case studies, writing TV and radio commercials, writing for the financial services sector, advertising copywriting, writing for tech and IT companies, writing annual reports, writing white papers…the list just goes on and on.

Copywriting gurus, those who specialise in teaching practitioners how to make money in the “wordsmithing business”, advise their disciples to specialise.

Looking back at some of the jobs I’ve completed over the last twelve months I realise I’ve written for just about every category listed above.

But that’s because I specialise in a type of copywriting nobody seems to mention – copywriting that adds hi-touch to hi-tech.

Uh, what?!  Let me explain…

We live in a highly developed society and economy where products and services are mass produced and have become increasingly hi-tech – they are clever, but cold, functional and impersonal.

People, on the other hand, remain essentially unchanged – they are still largely driven by emotion and make their buying decisions with the heart.  This means there’s a huge disconnect between what businesses are providing and what makes customers buy.  I specialise in bridging that gap, adding soul, warmth, character and feeling to products and services so that they touch people in ways that create desire.

Here are some examples from the last twelve months.

Helping Red Carnation Hotels communicate their unique customer experience

The Oyster Box Hotel pool

I’m very fortunate (and grateful) to work for one of the most respected companies in the hospitality sector.  The Red Carnation Collection includes fourteen boutique hotels (five in London, three in South Africa, two in Guernsey, one in Geneva, one in Palm Beach and one in Dorset).  Their ethos is “No request too large, no detail too small” and by truly taking this to heart they regularly win stacks of awards (around 50 in the last couple of years, at a guess).  Just three will give you the general idea:

  • Their Bushmans Kloof property was voted the World’s Best Hotel in Travel + Leisure’s (part of American Express) World’s Best Hotels 2010, receiving a score of 98.67
  • Their Milestone property was named Best Small Hotel in the UK at the International Hotel Awards 2012
  • Mrs Beatrice Tollman, President and Founder of Red Carnation Hotels, was recognised as Hotelier of the Year at the European Hospitality Awards 2012
  • In the Tripadvisor Travellers Choice Awards 2012 the highest rating hotel in London was Red Carnation’s The Milestone, narrowly knocking its sister hotel, 41, into second place

Needless to say this is a company that sets the highest possible standards so it is a privilege to work for them.  This year I helped them create an entirely new website for the Red Carnation Collection along with thirteen new websites for each of their individual properties.  If you’d like to visit the main site click here.  From here you can then visit all the individual hotel sites.  I also wrote a new website for the lovely Acorn Inn in Dorset that’s also part of the Red Carnation Collection.

The challenge with all these sites is to convey a huge amount of factual information with brevity, clarity and accuracy, in ways that the reader finds engaging and inviting.  It’s a matter of using words to paint vivid mental pictures that stir the senses, speak to the soul and whet the appetite.  And yet it’s imperative to include a long list of key words for the search engines.  On top of this you have to communicate the Red Carnation ethos that all the properties share, whilst at the same time communicating those subtle qualities and details that give each hotel its own unique appeal and character.  Achieving all this, whilst creating an easy read, is quite a challenge – but one I find particularly rewarding.

Over the course of the year I also wrote a series of eshots sent at regular intervals to previous guests, as well as researching and writing a number of posts for the Red Carnation blog.

Selling the great outdoors

With over 60 stores Cotswold Outdoor is one of the UK’s largest retailers of outdoor equipment.  This year I’ve been writing headlines and sales messages for their seasonal promotions to drive sales revenue, add value to their offering and create a distinctive brand personality.

One of the challenges was to come up with something flexible enough to appeal to their very broad target audience – their customers range from hardcore mountaineers to the casual camper and the dedicated fell runner to the elderly dog walker.  The other was the fact that these messages had to be integrated across all their sales channels from shop windows to email campaigns and web pages to direct mail leaflets.

 

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A thoroughly decent advertising idea

Digital marketers have been prophesying the “death of advertising” for about a decade – but clients still ask for good old ads.  Trouble is the new generation of copywriters, weaned on the web, have no clue about how to create them.  The trick is to come up with an idea and there are very few designers or copywriters left who are experienced at pulling it off.  For a fuller discussion of what it takes click here.

Early in 2012 I was approached by DB communication by design (who are no slouches in the idea generating department) to help them on an ad campaign for Wadworth Brewery.

The challenge was to create a distinctive brand character for their 6X real ale and create a community of loyal fans (no easy task given that the UK now has over 1,000 breweries, and plenty of imported beers).

We created a series of press ads that ran in papers like the Sunday Times and the Guardian.  These positioned 6X as a pint of enduring quality in a world where foolish consumers are being duped by hype, gimmicks and the superficial glitter of celebrity culture.  For the full story of the thinking behind this campaign click here but the idea was to poke fun at pretentious drinks, fashion victims and those who go through life faking it to make it – we positioned 6X as the real ale for those who value what is genuine.

 

Print

 

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We also created an entirely new website and I’ve been writing regular blog posts that set the world to rights over a few thoroughly decent pints.

Branding for the building trade

In the summer I was delighted to be approached by Lionhouse Creative, another brand communication agency that values great creative ideas.  They asked me to help them redefine the brand proposition, and re-energising the brand communications, for Toolstation, a leading UK retailer of building materials, tools and accessories. Using a number of consumer insights we cmeme up with a new strapline, a series of radio commercials and a campaign of press ads for The Sun, The Daily Star and The Mail on Sunday.

press advertising

For the full story, and to play the radio commercials, go to the Lionhouse website.

Why book a cottage when you can have a castle?

Clarenco own seven remarkable properties (castles, a chateau, an abbey and fort in the Solent) that you can rent for parties, weddings and all kinds of corporate events.  They asked me to produce a brochure for the whole collection, then write brochures for each individual venue.

ackergill-tower-exterior2_12I carefully researched the history and locations before constructing narratives rich in character and heritage that promised lashings of luxury and adventures in abundance.  This involved painting pictures of a lifestyle that will be familiar to premiership footballers and rock stars, hedge fund managers and A list celebrities, but in a way that also talks to a wider audience – businesses keen to make a big impression and groups of family and friends making memories that will last a lifetime.

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To see the group brochure click here.  To see brochure of castle near Caithness click hereClick here for fort in Solent.  Click here for chateau on Anglesey.

Putting a smile on your face with a pint of cider

Living in Somerset I’m surrounded by cider farms.  One of the biggest and best known is Thatchers.

The Single Variety range

Every times I see their latest TV commercial I think to myself “I could do better than that”.  So a few weeks ago I got together with my mate Sam, who is an expert at producing cost effective online video, and came up with a 30 second slot.  Like their TV commercial it focuses on their heritage, but we’ve added a twist in the tale to give it some humour.  To view it click here.

Passport to paradise

Halcyon specialise in creating bespoke holiday itineraries that turn your wildest dreams into blissful reality.

 

Kasbah Tamadot is perched in the foothills of the High Atlas Mountains with spectacular views of the surrounding scenery.

They asked me to articulate their very personalised offering for the introduction to their passport, then write 100 word cameos of 76 extraordinary five star hotels, game lodges, private islands and magical resorts that they particularly recommend.

Exclusive Villas

Shame I couldn’t visit more than a handful personally!

Breakfast at Ngorongoro Crater Lodge

To view the full passport click here.

Wishing you a prosperous New Year

If you have a product or service that could do with an injection of hi-touch then I’d love to help.

 

Picture credit, heart image, http://www.flickr.com/people/lapideo/

 

 

 

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How to sell icecream to Eskimos

I recently gave a talk at the Bath & Bristol Marketing network.  I shared a few ideas on how to create demand for products in an overcrowded market full of disengaged consumers.

My good friend Sam of Airhead Animation very kindly captured it on his iPhone, then combined my words with the slides.  If you’d like to watch it click here.

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Stories that sell – Canadian own goal?

Haida Gwaii sculpture in Vancouver Airport

At the end of a vacation in Western Canada I was walking through the main terminal of Vancouver Airport.  Relieved to have returned my rental vehicle unscathed, searching for my departure desk, and sorry to be leaving a country with so much to admire and enjoy, I was suddenly stopped in my tracks by a huge bronze statue.   Sleek and monumental, set in a small amphitheatre, ringed on one side by curved wooden benches, it provided a stunning focal point for the terminal’s main entrance.

Looking more closely I saw it depicted a group of thirteen strange looking travellers, crowded into a canoe.  Undeniably dramatic and strangely compelling, I nonetheless found it very disturbing.  The figures were grotesque and savage, the vessel was burdened with primitive symbolism, and the motley crew looked grimly mutinous, even eerily cannibal.  I was getting a very strong message – it made no sense, and yet it filled me with disquiet.

In your face, but largely ignored

My concerns, however, were not shared by those around me.  At about 20 feet long and 13 feet high, the sheer size of the thing made it hard to miss.  What’s more, it was totally at odds with the bright colours of the surrounding fast food concessions, souvenir stores and check-in desks.  Like some alien spacecraft from another planet, it was so discordant that it was almost impossible to ignore.  And yet everyone seemed totally oblivious to its massive, brooding presence.  The nearby benches were crowded with sleeping backpackers, families sharing their last minutes before their final goodbyes and travellers whose minds were already someplace else.  Beyond this indifferent circle of non-lookers countless others passed by, talking into mobiles, wheeling cases, killing time…but never giving the mighty object, and its mysterious message, more than a nano- second’s attention.   This indifference bothered me almost as much as the object itself.

I stepped closer, circled it, then photographed it.  A small plaque, mounted nearby, informed me that this work of art was entitled “The Spirit of Haida Gwaii, The Jade Canoe”.  Originally created by local artist Bill Reid for the new Canadian Embassy in Washington DC in 1991, a second casting was commissioned by the airport in 1993.  It was therefore intended, presumably, to stand for Canada itself, a symbolic statement designed to tell onlookers something about the country, peoples and society.

The plaque informed me that “Haida Gwaii” means “Islands of the Haida People”.  The words of the artist, Bill Reid, offered the following explanation.  “You are standing before a representation of an ancient Haida dugout canoe, in this case bearing thirteen supernatural creatures, each related in some way to the Haida’s mythical past.” He then lists each one in turn, from the Bear and his family on the prow, to the Raven at the helm.  It is not a happy company – as the artist points out, the Wolf has his sharp teeth embedded in the Eagle’s wing, while that fearsome bird retaliates by tearing the Bear’s paws in its beak.  We also learn that the steersman, the wily Raven, is not to be trusted – instructed by his grandmother, Mouse Woman, he sets course by his “own twisted imagination” and “guides the boat on an ever erratic course”.

Mouse Woman

 

What does it mean?

What are we meant to take from this story?  What message did the artist, and those who commissioned it, intend it to say?  If it is a parable for the country as a whole, what does it tell us?  What were the authorities thinking when they put it here, smack in the face of the millions who use the airport every year?

Perhaps it is intended to suggest that Canada is a safe haven for weary travellers fleeing poverty, persecution and war in the more troubled parts of the old world?  For the past 200 years the young nation has indeed performed this welcome service, and it’s an image which many Canadians would surely embrace with gratitude and pride.  The Official Visitor’s guide to Vancouver underlines this by pointing out “The influx of immigrants has been continual and steady over the years, and the spirit of inclusion extends to all corners of life.”   That, presumably, was the official message that the piece was intended to convey.

The words of Bill Read, reproduced on the plaque, seem to go along with this as he explains that “For many centuries the Haida people lived in a rich, fulfilled existence, nourished by the wealth of their homeland and watched over by the gods and demigods who peopled their world.  Then, not so long ago, disaster befell Haida Gwaii.  Few humans survived and even the supernatural beings were driven from their rock bound houses to the shelter of the surrounding forests and oceans, on the turbulent surface of which rides this magic canoe.”  Viewed from this perspective, it’s a metaphor for all of us travelling, in uncomfortable companionship, on this small planet.  It powerfully expresses the idea that all the world’s creatures are interdependent, and can be read as an enlightened plea for tolerance and cooperation.  It’s a noble message that all Canadians can be proud of, a mission statement they can all rally behind.  And, by celebrating the ancient traditions of the Haida culture, it gives citizens a nice warm feeling that the country, though still young, has a deep rooted heritage.

Sleepless in transit

Over the next hour, passing in line through the various procedures required of what the airline industry refers to as SLC (Self Loading Cargo), I found the statue preying on my mind.  Why choose traditional Haida mythology, culture and art forms, for years suppressed by the authorities, to express the spirit of the modern Canadian nation?   Surely that was somewhat inappropriate and rather hypocritical?  First you take their land, then destroy their way of life, before going back for the only thing they have left – their heritage.  Why would someone do that?  On the nine hour flight I tried to put these thoughts out of my mind.  I watched Cameron Diaz and Ashton Kutchner in “What happens in Vegas”.  Twice.  Then “Sleepless in Seattle”.  But the question continued to gnaw at me, and I too was sleepless.

The answer, I began to realise, probably had something to do with Maslow and his theory that much of human behaviour can be explained in terms of a hierarchy of needs.  He suggested that human beings have a progressive series of requirements which they seek to fulfil.  These start with the physical need for food, shelter, and security.  Once these basic survival needs have been satisfied people raise their sights and concern themselves with more elevated social needs, the need to create a sense of belonging, to integrate within a group or community.

I guessed it was possible to view the development of any country or nation, including Canada, in these terms.  In the early days of the nineteenth century the first settlers, and the fledgling nation itself, was concerned with survival.  The environment had to be tamed, the economy had to be established, and territory had to be secured.  Part of this process involved, as a matter of practical expediency, the removal of the indigenous people from the land and the suppression of their former way of life – a form of acceptable collateral damage.  Gradually, as people and society became more established, concerns about identity began to surface.  The settlers had consciously shed their previous identities by breaking away from their traditional communities, cultures and homes to make a fresh start on the far side of the world.  Obviously each group, whether from the Hong Kong, Edinburgh, or the Punjab, brought a legacy with them, but there was little in the way of a common culture or identity that they could all subscribe to and adopt.

On a personal level this would have been merely disquieting, but on a collective one it would prove economically disadvantageous – nations, especially young ones, are in the business of attracting investment, encouraging immigration and selling their products abroad.  To do that requires marketing, and effective marketing, whether you are a corporation or a country, selling Canadian holidays, bidding to host the Winter Olympics, or trying to attract more skilled workers, calls for a strong brand identity and a compelling story.  This not only gives citizens a nice warm feeling – it’s a commercial imperative.

Young nation seeks story

So, on a personal level, many Canadians are probably searching, either consciously or unconsciously, for a shared heritage and a common identity.  But, given the diversity of the citizens and their roots, only one is available – that provided, somewhat unwillingly, by the First Nations.  But does it resonate with today’s citizens?  Not really – which is why, I suspect, so many show such indifference to Bill Reid’s work of art.  But, in the absence of anything more appropriate or compelling, what other choice do they have?

On the national level, as a piece of marketing collateral, the image and accompanying story, probably functions quite effectively – the themes of interdependence and inclusivity tick many of the right boxes.  The powers that be, searching for a suitable icon, must have taken a calculated decision.   Appropriating the heritage, after you’ve taken everything else from the first nations, could be construed as adding insult to injury – but what the heck?  The end justifies the means, and if anyone objects we can say that theft was the last thing on our mind – we’re paying homage, not taking liberties.  From my observations politicians seldom have trouble treading fine lines like this when there’s enough money at stake.  But maybe those in Canada are different?

This is largely guesswork on my part.  I have no idea what Canadians feel with regard to this statue, nor do I know what really went through the minds of those that commissioned the piece.   But my conjectures do square with what I have learnt in a 30 year career as a marketing consultant.

Was I now able to let the subject drop?  No.  The more I thought about it, the less able I was to accept this sunny, politically correct, “let’s all work together and live happily ever after” interpretation.  The work of art was too dark for me to buy on that level.  Plus, as I researched the background to the artist himself, and read more about the piece in question, I realised it was far too complex for such a simplistic one dimensional interpretation.

Reading between the lines

What I saw, when I stripped away the context, and concentrated on the piece itself, was conflict, distrust, betrayal, savagery, uncertainty, evil, hatred.  Perhaps the artist had a subversive intent?  Could it be he was suggesting that the disaster which befell the Haida people, which ended their “fulfilled existence, nourished by the wealth of their homeland”, a disaster that happened “not so long ago”, was the arrival of the white man?  Maybe he is simply articulating all those feelings which the First Nations dare not utter in words?  Perhaps, instead of providing a metaphor for the world in general, he is making a direct statement for Canadians in particular?   Is he not pointing an accusing finger straight at the heart of the culture which has supplanted their own?  It is not a promise, but a curse, a grim warning to the interlopers who have made the First Nations the last citizens?   Is it not, in fact, saying “you have robbed us, but you will never enjoy your ill gotten gains – you are condemned to travel endlessly in discord and strife without purpose, direction or fulfillment.”?

Viewed from this perspective it stands as an incredibly perceptive indictment.  In just a couple of hundred years the corridor of land on either side of Highway 1 has been raped of minerals, oil, gas and timber.  The seas have been plundered and countless runs of silver salmon entirely obliterated.  Many of the indigenous creatures, the bear, the wolf, the eagle and the buffalo, once so abundant, are now on the verge of extinction.  And what has been created in their place?  Mile upon mile of shopping malls, with a pestilent plague of plastic, glass and concrete, has spread throughout the land.  A rash of stores, fast food chains and motels scream their sales messages at each other across highways bearing endless streams of shiny new pick-ups, trucks and RVs.  While the original peoples, dispossessed and bewildered, languish on their miserable reservations, the happy hunting grounds have been taken over by new tribes – Wendy’s, Best Western, Dairy Queen, Re/max, Home Hardware.  One could argue that never in the field of human existence has so much damage been done, by so few, in such a short space of time, all in the name of progress.  And why?  Because people continue to pursue their own selfish interests, and bicker amongst themselves, without taking due regard for where this behaviour is leading.

Bill Reid’s sculpture, for me, describes this disaster with unerring accuracy and poignancy.  It is, to my mind, vengefully “off message”, an instance of the first nations having the last word.  If that’s the case, how come so many people, from the authorities who commissioned it, to those who walk past every day, just don’t get it?

Then again, I’m just a guy who was passing through, so what do I know?  Perhaps I’m seeing things that simply aren’t there, interpretations that are way beyond what the artist intended.

The Ancient Reluctant Conscript speaks

The simplest answer would be to ask him.  Sadly, however, Bill Reid died in 1998.  But his life and writings provide a number of intriguing clues.  Here’s a couple of particularly tantalising ones.  His mother was a Haida Indian, but she hid this fact about his true origins from him until he was twelve years old.  He therefore knew, from personal experience, what it is like to have one’s heritage suppressed.

He also dictated a short text poem to his wife that throws some teasing light on the subject of his enigmatic masterpiece.  In it he draws our attention to the small human figure paddling in the stern.  This is, he tells us, “the Ancient Reluctant Conscript, present if seldom noticed in the turbulent histories of men on earth.”  He explains that “A culture will be remembered for its warriors, artists, heroes and heroines of all callings, but in order to survive it needs survivors”.  He describes this figure as “our professional survivor” and comments that “When our latter-day kings and captains have joined their forebears, he will still be carrying on, stoically obeying orders and performing the tasks allotted to him.  But only up to a point.  It is he who finally says “Enough!”  And after the rulers have disappeared into the morass of their own excesses, it is he who builds on the rubble and once more gets the whole thing going.”

The Ancient Reluctant Conscript

Is this sculpture Bill Reid’s way of saying “Enough!”, his way of ensuring that the culture and art of his ancestors survives, his way of building on the rubble, his way of getting the whole thing going after the catastrophe, and his way of setting the record straight for his people?    If so, placing the image in one of the country’s most prominent embassies, making it the focus of attention at one of its busiest international gateways, and printing it on every $20 bill, would seem to be a spectacular PR own goal.

Or, just maybe, the authorities were fully aware of the story’s ambivalence, of the fact that it could be interpreted in this particular way, and adopted it in conscious recognition of the fact that it alludes to a home grown disaster of purely human origin, intending their actions as some kind of acknowledgement, atonement and apology for a dark and unedifying phase in the nation’s recent past?

Then again, maybe these are simply the phantoms of my overactive imagination, scrambled by jet lag, and I’m reading too much into it – perhaps the truth is, to use the Canadian vernacular, that it is just “Arrrt, ay?”

I give up.  What do you think?

Photo credits, Ken Lewis http://www.flickr.com/people/kenlewis26/

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Your offering is GREAT! But so what?

So, you think you have a pretty good product or service to offer?  Bully for you!  But now the bad news – this is almost certainly not enough to ensure success.

These are tough times. Consumers expect your product or service to be good – that’s a given.  If you want them to actually notice it, engage with it, buy it and recommend it to their friends, it is no longer enough to allow the quality of the product to speak for itself.  You’ve got to do more than that, and be a lot smarter.

Nostalgia isn’t what it used to be

Let’s take beer as an example.  It’s not hard to sell beer – apart from the fact that the market is flooded (saturated, inundated, sozzled?) with competing brands.

In September 2012 the number of breweries in the UK topped 1,000 – the highest figure for more than 70 years, according to the Campaign for Real Ale. The organisation said a record 158 new breweries had opened in the past year, the highest number recorded in the group’s annual Good Beer Guide.  Add in all the other beers that CAMRA doesn’t consider “good beer” (kegs, lagers, cans…) or which are imported from abroad, and you soon realise that getting your pint to stand out is a very tall order.

So when I was asked by the guys at DB Communication by Design to help them create a distinctive brand personality and positioning for Wadworth’s 6X, as well as an ad campaign that would grab attention despite a small budget, I knew we had a battle on our hands.

The obvious strategy was to use the brand’s heritage – Wadworth had been brewing in Devizes since 1875 and that particular beer was first introduced in 1921.  It was also obvious that we could not ignore the fact that 6X is well regarded by those who know their real ales.  Plus we had to use the existing strapline “A thoroughly decent pint”.

However, we also realised that the heritage just provided a solid foundation – we had to build something more exciting and distinctive on top.  Otherwise it was just another beer with a half decent back story (and there are hundreds of those to choose from).

The need for something more compelling became even more apparent when we looked at the target audience – 30-45 year old blokes who were just beginning to discover real ale, and looking for a brand to adopt and be seen drinking.  Nostalgia alone would not be enough to capture their attention and secure their loyalty.

Liquid inspiration?

I’d love to tell you we drank a few pints of 6X and inspiration came to us.  But the truth is we stuck to coffee.  The guys at DB were already well down a creative route – and it was good.  They just needed another head (two better than one, three better still?) to get it tight.

Their idea (remember when advertising was built around ideas?  They were showing their age!) fitted with something John Hegarty underlined in his recent book “Hegarty on advertising”.  That the major concern when choosing a product is “What ‘it’ says about me.  ‘It’ becomes a fashion statement”.  He goes on to stress that “the future is going to be one where brands look increasingly at how the two worlds of entertainment and fashion are merging.  Brands need to become part of those worlds – where fashion sits alongside the need to be entertained.”

The stumbling block, however was the line “A thoroughly decent pint”.  This made the beer sound “worthy”, rather average and thoroughly boring –  as a communication it offered precious little entertainment!

To get round this the brewery had been toying with the idea of projecting the virtues of the pint onto the blokes who drank it – “a thoroughly decent pint for thoroughly decent guys”.  Although this might make consumers think “this is a pint that says good things about me” the strategy was just too blatant.  Even worse, it led down the route of “men behaving thoroughly nicely” – and how boring is that as a creative execution?!  Also, who would want to be seen dead drinking a pint that marks you out to be goody two shoes?

Eureka! (get the beers in)

The first bit of coming up with a creative solution (in my experience) is to go right back to the beginning and define the problem.  The problem was that we were trying to tell a story, but one of the key components of a great story was missing (I knew that degree in English Literature would come in handy one day!)

If we just told the back story, the history, or we described well behave blokes, the tale had no dramatic tension, no struggle between opposing forces, and no victory.  What would Beowulf be without Grendel, Harry Potter without Valdermort, Frodo without Sauron, or Luke Skywalker without Darth Vader?

We had to find an adversary, something against which to pit our pint.  The product has “depth”, in the way of a heritage, quality and taste.  So we decided to pitch it against everything that was “shallow”.

We started by comparing it to “shallow” drinks, those are briefly carried to popularity on the back of a passing fad, those that succeed thanks to a massive marketing push, and those that you soon grow out of.

We also changed the line slightly, to “Time for the thoroughly decent pint”.  This positioned 6X as the beer you turn to when you see through the inherent shallowness of lager, cider or frivolous cocktails, and want something more substantial, something whose innate qualities have stood the test of time.

These ads ran in the national press in the early part of 2012.

We also produced beer mats and posters featuring this campaign.  The new website they created and I wrote also continues this theme in the blog.

Rolling it out

Now, in the autumn of 2012, we’ve extended the campaign beyond drinks to other forms of shallowness in the world today – the shallowness of celebrity culture and of our footballing prima donnas, as well as the spectacle of politicians dancing around their handbags while the economies of Europe disappear down the toilet.

We’ve taken the heritage and given it some contemporary relevance.  There’s an element of entertainment there, and the product becomes the hero in the fight against many of our modern ills.  Plus we’ve also placed it in the arena of modern popular culture by taking an anti-fashion stance.

That’s a lot of work (and you thought I just wrote body copy!).  Why did we do all this?  Because that’s what it takes, in today’s frantically overcrowded marketplace, to get consumers to notice your brand, engage with it and adopt it as part of their persona.

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