Enlightened Conflict

giraffes I have known

May 16th, 2013

 

Well.giraffe crazy look

 

One of the most discussed topics in the hallowed backrooms of marketing & advertising think tanks in the creative process is “the metaphorical icon” which not only captures the essence of what it is they want to say … but can become some useable thought to extend out beyond the TV commercial, the magazine ad … the whatever tangible paid marketing and inject itself seamlessly into culture <to the entertainment of the public and the advantage of the marketer>.

 

Here is the thing.

 

No creative person likes to talk about it <the extendable metaphor>… and no one wants to aim for it … because these kinds of ideas just kind of happen for a variety of reasons.

 

Suffice it to say … the more you want it the less it happens. And of course the corollary … the less you think about it the more likely you will think of something like that.

 

The only people who discuss it? Typically the corporate people <I want something like “x” company did … can we do something like that?>, scared marketing /advertising executives to their development teams <”x” company did that and we need to come up with something like that – please note the silent “you better” underlying> or just hack senior management <we need a metaphorical icon or a mnemonic device … come up with one>.

 

Regardless.

 

giraffe gnomeEvery time someone suggests “I want something like that little <annoying> gnome that Travelocity has” or “can’t you guys come up with something like that giant asparagus … you know … the jolly green giant?” creative teams cringe.

 

Heck.

 

Most people with a brain cringe.

 

Anyway.

 

When it works it works. Sometimes it even works in ways you could never imagine <ok … you can imagine … just never imagined it would happen with your idea> and sometimes it just works <and you have to avoid the temptations to make it better than the good idea it is>.

 

Unfortunately. Sometimes it doesn’t work. And it cannot work in a couple of ways.

 

It can simply be a bad idea that is just bad <simple as that>.

 

Or it can be a forced idea … one where an icon or visual device is forced in because it was demanded in the assignment.

 

And it is the latter I am gonna mention here … and I get to talk about Giraffes.

 

Some hotel. Oh. Not a hotel … an inn … Residence Inn.

 

Residence Inn Giraffe: http://www.youtube.com/watch?v=TEhLVwK5uCQ

 

Yup.

 

It seems that Residence Inn caters to giraffe-like people. giraffe manor-windowApparently research must have suggested they must travel a lot <along with some other animal like people I guess as you will see later on>.

 

Apparently this “Inn” has extremely high ceilings, lots of head space for those really tall people who are traveling all the time, for people to feel comfortable in.

 

Oh. But the giraffe is in bed. So they have really long beds?

 

Sometimes the metaphor is kind of a stretch <pun intended>.

 

I get it is a “spacious” room … but … I am not really sure a traveler wants to be a giraffe <even metaphorically>.

 

What do I mean? Oh. Don’t lions eat giraffes? Oops. The lions must stay at other places.

 

<note: there is actually a Hotel Giraffe in new York city … I have never been there … google informed me … apparently it is an “oasis of sophisticated style” which embodies the gentle power, grace and beauty found in one of nature’s most beloved animals … so if you do not want to go to the zoo and feel like a Giraffe … stay there >

 

Next up for Residence Inn?

 

An elephant.

 

Residence Inn Elephant: http://www.youtube.com/watch?v=xjrhMEIoNwA

 

And they have used penguins.

 

Well.

 

I know their next product extension.

 

A zoo.

 

Look.

 

I don’t hate the commercial … of course it is well done <done by McGarryBowen I think> and metaphorically I get where they are going:

 

-         I imagine it all began with some brand manager standing up in the front of a room pounding the table saying something like “everyone listen … we ARE different … not only are we an Inn instead of a Hotel … but Inn rooms are bigger than Hotel rooms … LOTS more bigger … we aren’t talking inches but square feet for gods sake … spacious … almost cavernous … no … so spacious you can almost roam the space like the wide grasslands of the open wild.”

 

giraffe at computerIt was an impassioned speech based on what is probably a true, if not discernibly different or truly important, functional aspect semi-relevant to someone sleeping in a room who is ultimately there only to do business for the time they are out of the bed <and out of the room> but extremely relevant to the company and its employees.

 

Meanwhile, somewhere else in the same room, a brand planner lounged in a chair languidly using some big words to suggest that business people who stay extended amounts of time in a hotel <oops … Inn> have read every positive thinking sales/business book ever written and every time they step across the threshold out into the real world in the morning they pump up their confidence <and their fist> like they are going to battle. They need to stand tall with confidence. The planner even probably summarized the project brief with something like “Residence Inn. Stand Tall.” And everyone sagely nodded their heads in unison and said “brilliant insight.”

 

<note: somewhere in the back of the room a bored creative guy – who was kind of chuckling on and off again at the rambling idiots briefing them – doodled a giraffe standing in the middle of a room thinking “maybe I could shove this giraffe up some brand manager’s butt”>

 

So.

 

When are giraffes relevant in marketing? Gosh. Maybe For African documentaries? Ok. Ok. Toys ‘r Us developed a fabulous idea with a giraffe many years ago. Geoffrey the Giraffe.  Fabulous. One of those ideas of which if they could have come up with it maybe two years earlier and had a CMO who had the kahones <and brains> to maximize it … they may have avoided some of the business challenges they inevitable encountered.

 

Anyway.

 

I understand that advertising is difficult … to be entertaining as well as trying to communicate some functional useful reason for someone to spend money on you … but sometimes it becomes too far a reach in the use of metaphors.

 

The biggest argument <slam> I am going to receive from the otherwise brilliant McGarry people is “but people remember the advertising <with positive perceptions.>”giraffe cuddling

 

(me) Yeah, yeah, yeah.

 

See my ‘awareness isn’t enough’ post <its not enough to just be remembered … that is a low unprofessional bar>.

 

I absolutely recognize It is a difficult category <the hotel, motel, Holiday Inn category … to use Sugar Hill Gang ‘Rapper’s Delight’ lyric reference> but using animals, kids and “Free” is kind of a cheap advertising trick.

 

That’s my gripe.

 

The actual animals aren’t really relevant to what Residence Inn actually stands for … therefore … they must only be using the animals as cheap trick to create an ‘entertaining ad to increase awareness’ <and get noticed by us idiot TV watchers>.

 

Nicely done ads though.

storytelling

May 14th, 2013

Ok.clorox reinventing

This TV commercial will not be for everyone. But it is exactly for the audience it was designed to talk to. Teens and young people will be bored. It is slow and unfolds and … well … it tells a story.

Older people <old as well as aspiring old> … will enjoy. Get a chuckle.

Oh.

And the good news? It is for a household cleaning product.

Oh.

More good news? It is from a staple household brand with gobs of heritage <been around for gobs of years> so it is relevant to whom they are <and subliminally kind of reminds you that they have been around for gobs of years thru a really nice hyperbole-stretched reference>.

 

Clorox Makes Cleaning History: http://www.youtube.com/watch?v=NdXxcoo8L-w

 

The commercial is about this new ‘no waste’ cleaner pump spray they have. Not only is it a nice product/packaging idea but it is a nice storytelling way to talk about it.

Relevant to today <no waste, efficiency, good value, best expenditure you could make, etc.> but they also suggest that the idea has always been relevant.

 

Why is that important? Well. First. People who are saving money don’t really want to feel like today’s circumstances are forcing them to save money. They would like to feel they are just being smart … and being smart is timeless. Second. People don’t want to feel cheap. Cheap as in “that last little drop really does matter to me.”

Now.

That is a wonderful little insight … and that wonderful little insight <which apparently I did not come up with> was utilized in this little TV commercial.

And I bet research was used … and I finally get to talk about how research can be used well <because I am guessing this is a good example>. Here is my guess on what happened.

 

-          Trivial out loud, aggravating inside

clorox last dropThey <researchers> probably had to work pretty hard to get people to not only talk about this … but admit it. it sounds so trivial <the last spray … or … the last little drop>, petty and cheap. People probably didn’t really want to admit it.

You’re cleaning, spraying … it spritzes a little … and then the next squeeze of the trigger … nothin’. Nada <insert thought bubble of ‘crap’ over users head here>. You shake the container and … hey … there is still something in there <albeit just a smidge>! So you point, squeeze and … nothin’. Nada. You know it is, at best, one more use … maybe even a halfhearted spritz remaining … but it is aggravating <on a variety of levels … you didn’t get to finish cleaning to the level desired -  a lack of completing objective – as well as ‘I paid for it’>.

Whew. Even typing this it sounds trivial. Saying it out loud? You sound cheap and petty.

C’mon. It’s just the dregs at the bottom of the bottle. Yup. BUT. Aggravating nonetheless.

Good use of research.

 

Next.

-           It’s not the 1000, it’s the 1 I didn’t get.

This may seem obvious after what I just wrote in the first point … but it is a nuance that has to get recognized <and you would be flabbergasted – I just wanted to use that word – by how many professionals would miss this important nuance>. So it is only obvious if you don’t ignore it.

This is a well forgotten Life and marketing truth.

It ain’t the first impression that matters … it is the last.

The practical <hack> brand manager is likely to think … “great value … they got 1000 efficient uses for only $x … that is only pennies per pull!”

The insightful brand manager thinks … “they aren’t happy with the product … well … they are feeling less than satisfied as they throw it in the trash <and listen to a little sloshing as it drops into the trash can> … their last impression is tinged with a sense of aggravation or dissatisfaction. Hmmmmmmmmm …. They are defining the product by the one spray they didn’t get rather than the 1000 they did get.”

Does that make an irrational consumer? You bet.

Does it matter anyway? You bet.

Perceptions don’t always match up to reality. You have a choice … manage the perceptions or change reality. Clorox was smart. They changed reality. They eliminated the ‘one I didn’t get.’ Smart.

Good use of research <and someone who could actually decipher it>.

 

<note: detergent manufacturers should take note of this insight because all the new ‘free flow’ liquid containers leave an aggravatingly large amount of detergent left sloshing around that you cannot get out>

 

Regardless.

I like this commercial for a number of reason.

Good insight(s). it’s smart.

Meaningful product enhancement <addresses a user problem>.

Clorox Ben FranklinHeritage. Clorox has been around forever. In a nice understated way they remind you they have been around since … well … a long frickin’ time.

They make the user feel smart.

They even have a slight chuckle at their own expense <we did think of this a long time ago but lost it>.

And it’s a simple execution … but entertaining. It doesn’t have any of those flashy production techniques nor any of those quick cuts back and forth between random vignettes … but rather it is … well … a story.

 

Stories are timeless when told well.

Marketing people should remind themselves of this on occasion.

Well done Clorox.

 

 

 

men and doves

April 11th, 2013

Well.dove mencare

I have been slightly paying attention to the new Dove men care marketing effort and then I saw an excellent television commercial featuring Jay Bilas and I became fully invested in thinking about it.

First.

The television commercial:

Jay Bilas Big Dance: http://www.youtube.com/watch?v=5xOwh0IxurA

 

<note: the following link takes you to all videos including the Dwayne Wade kids one which is also nice: http://www.dovemencare.com/Videos/>

 

I won’t dissect the Jay Bilas execution. It is charming, topical and well executed.

Second.

About the actual Dove Mencare line.

Dove® Men+CareTM Face Range is a full line of skin care developed specifically for men’s skin. Offering a variety of solutions that tackle men’s most common concerns – skin dryness, sensitivity, blocked pores and oily skin. The regimen provides skin care in three steps – Cleanse, Shave and Finish – to fit into any man’s grooming routine.

Now.

I admit.

I think some of this is marketing bullshit <trying to create a distinction between men and women needs> … for example … Cleanse with Care: So if you shouldn’t use soap on your face what should you use? Soap dries, Dove Men+Care doesn’t.

 

Well.

How is that different from a woman’s face needs? <maybe I am showing my true Neanderthal because I truly cannot answer that question>.

Seems like a woman wouldn’t want soap that “dries” if men would want it.

Specifically for men’s skin? Yeah. Whatever.

 

Anyway.

The real reason I elected to write about this.

 

Once I became invested in thinking about it … well … I admit.

I have mixed feelings about a men’s line of products from Dove.

dove women beautyDove is, has been, and will always be … a female brand. A brand, with products, owned by woman-kind.

Yeah.

I am sure there are gobs of research showing that men have secretly been using Dove because <1> it works, <2> it smells good, and <3> men don’t give a shit and will use whatever is handy, i.e., whatever the woman put in the soap dish.

And I am sure there is also gobs of research showing that “empowering the male shopper to make unique purchases fulfills the subconscious self esteem” <yup … while I made this one up … you see that crap in research presentations >.

And I am absolutely sure there were gobs of analytics showing the potential sales on a line “specifically designed for men.”

But I still have mixed feelings … for one simple reason.

Well … Dove is, has been, and always will be … a female brand.

 

Now.

The folks at Dove <I am assuming they hired some men because women could never figure this out> have done a spectacular job clearly delineating what is for Men and what is not.

They are executing this business idea flawlessly.

And I could probably do a gangbuster presentation just using what I see from the outside looking in discussing the merits of what they are doing.

But.

Well … Dove is, has been, and always will be … a female brand.

 

The lure of the almighty dollar can convince you to do a lot of things in the world of business and marketing <and absurd acts of brand destruction>. And that same lure can convince you to isolate research data to prove your point.

That lure can also make you dance on the head of a pin to make your decision look clear cut.

 

This is not a clear cut decision.

I am not suggesting it is a bad decision … nor am I suggesting that in the end it won’t look like a damn good decision.

But I am suggesting it is a risky decision.

And I am also betting it is a decision that had the head person of the existing Dove product line fuming <and tearing hair out and lots of gnashing of teeth> because there is risk <and the existing Dove line was probably quite fat, dumb & happy, i.e., very profitable>.

However.

What I truly like about thinking about this?

I am not sure I would have had the kahones to do this.

And I love that.

 

Despite all the research factoids I threw out at you <that I made up … but am almost 99% sure are correct> I am not sure I would have borrowed the Dove equity and brought it into the Men’s category. Not because I don’t think men wouldn’t make the leap <for god’s sake … they have been slathering their woman’s Dove all over their bodies for years and they haven’t grown a vagina yet> but because I wouldn’t be sure women wouldn’t feel like they have been sold out by Dove.

 

Dove is theirs, has been, and will always be … oops … well … maybe not always.

 

It was okay when men stole it <in fact there is some satisfaction in this slightly guilty behavior> but now they can have their own Dove.

Sound silly?

Well.

Remember. Companies do not make a brand. The users do. They are fragile fickle things those users.

Someone at Dove is banking on fickleness landing in their camp.dove sapient-2011

Someone at Dove is banking on this decision not neutering the brand.

I have one word for ya.

Kahones.

Someone at Dove has ‘em.

I love it.

there are no perfect fathers

March 19th, 2013

“I am sorry I cannot speak like other fathers.”perfect fathers

 

Whew.

Being a kid is tough.

Being a parent is tough.

 

But being different may be the toughest test of all in Life for parents & their kids.

 

Adults who are different in some form or fashion <this can range from simply being quirky to actually being deaf or blind …> have the benefit of having learned how to deal with it and manage their lives around it.

And in their adult world, and Life, their difference may even seem inconsequential. They have succeeded in Life with whatever difference they have.

 

And then they have a child.

 

The adult … who they are … and what they are … bleeds into someone else’s life. Their ‘difference’ makes a difference in that little person’s world.

This happens whether you want it to or not.

That can be difficult for a child. It is one of those circumstances they have little, or no, control over … and yet it affects them.

Most parents recognize that.

Most parents deal with it the best they can.

Most parents know it is still never enough.

Most parents never quit recognizing it <despite the fact Life does its best to throw other things in front of them to think about and deal with>.

 

But Life is pretty relentless with regard to testing resilience … and focus and intentions <to do the right thing every day>.

 

Well.

You can haggle over how this Thai insurance company told this story … but don’t.

It is brutal.

It is honest.

It reminds you that Life can be unforgivingly harsh on children.

It reminds you that love between parent and child is unequivocal.

And it should remind you that no matter how difficult Life gets … never forget to tell a child they are loved … and listen … and listen more.

Because sometimes it is difficult for them to see a light at the end of the tunnel in their everyday Life.

 

my father is different: http://www.youtube.com/watch?v=a45TwLJ_wCw

 

This is a Thai insurance company. Sometimes advertising gets it right.

 

morons

March 16th, 2013

 

“All morons hate it when you call them a moron.” - Holden Caulfield <Catcher in the Rye>Cary Town Council - Wellness Morons

 

Ok.

Morons is a harsh word and a harsh concept …but let’s face it … most of us have experienced that maddening discussion where we explain that seemingly simple concept … or that seemingly simple common sense point of view to someone … and not only can they not grasp it but may actually argue a completely moronic point of view that flies in the face of <1> facts, <2> truth, or maybe even <3> common sense.

In fact … during the discussion we may even try several different approaches to the idea, using every metaphor <or parable or analogy> within reach to throw into the discussion that we think the person should reasonably be capable of following.

In the end … sometimes we succeed … mostly we fail … and always it is painful <to us> and obviously moronic <to us>.

It is here I will bring up the idea of intelligence <despite the fact it may sound odd in a rant on morons>.

First. Just to set the groundwork … most everyday functions of modern life require an IQ of around 90.

Those functions include driving a car, mailing a letter, paying bills and making a bank deposit.

The more specialized the function, the more intricate, the higher the level of intelligence necessary.

Second. I am not using the term ‘moron’ as a classification of any mental deficiency despite the fact that technically ‘moron’ translates to denoting a mild mental deficiency. I am going to suggest being a moron denotes a certain deficiency … but not a mental one.

Therefore <here is where I link intelligence and the topic of morons> we can dispense with the idea that morons are stupid or have a lack of intelligence.

The deficiency within morons, or being moronic, has nothing to do with intelligence <or at least IQ>. Most have IQs at or above 90 <I made that up but I tend to believe it>.

Let me take it one step further. You cannot be a moron unless you actually are intelligent.

Because morons are actually people who have intelligence … but they waste it.

Either by using it <their intelligence> poorly or misusing it or not even using it at all.

Wow.

Bet you didn’t think I was going to head down that path, did ya?

Morons are actually intelligent? Yup. Morons are simply purposefully ignorant … but they are smart.

Uh oh.

That means morons are as intelligent as you and I <okay … maybe at least me … you are probably smarter and this is simply my issue>.

All that said … it suggests that the moronic issue resides elsewhere than intelligence.

Robert Heinlein said that stupidity characteristics <or characteristics of morons> are actually tied to ignorance <so I am going to steal that idea because I agree with Bob>.

He suggests that stupidity cannot be cured using money, remedial education or some governmental edict because inevitably it resides within a different reason … a purposeful or intentional ignorance.

Purposeful. Hmmmmmmmmmmmmmm … This means that morons actually know something to be wrong with themselves <it may be subconscious but they somewhere within they understand> … they are intelligent enough to understand … and, yet, rather than correct themselves and abandon that ‘something’ … they practice intentional ignorance clinging to that ‘thing’ and inevitably insist that they are right and everyone else is wrong.

And this is where morons are dangerous.

morons electronsVery very dangerous.

 

“Because, fanaticism and ignorance is forever busy, and needs feeding. And soon, your Honor, with banners flying and drums beating, we’ll be marching backward, backward, to those glorious ages of the 16th century, when bigots burned the man who dared bring enlightenment and intelligence to the human mind.” – Clarence Darrow <Inherit the wind>

Morons march backwards. Busily marching themselves and trying to herd the rest of us backwards to some glorious age.

It is a Life truth that fanaticism & ignorance is forever busy <and a busybody>.

I fully understand that this fanaticism and ignorance is impossible to extinguish. But that doesn’t mean it should be tolerated. Particularly if it is actually harmful.

Regardless. Tolerance is an acceptance of the morons.

And with this acceptance, albeit grudging acceptance, the morons simply see it as permission to be moronic and they gladly step up <in their forever busy way of theirs> and do harm.

Harm in the form of stopping <or even reversal> of progress … harm in marching us backwards.

Or they teach and promote falsehoods to others <others including children which is disturbing> with the hope that this younger generation will grow up and can possibly march us backwards.

All this translates into a lot of time and effort and energy lost as ignorance and its byproducts step up and suck time & energy from progress.

Ok. A Bruce thought.

I believe we can no longer afford the luxury of moronic ignorance or tolerate the presence of morons. Tolerating them leads to the creation of a sense that this moronic ignorance actually equals some sort of knowledge <which then makes them some sort of “knowledgeable person” and you know where that leads … ‘trouble in River City’ to quote The Music Man>.

 

“<there is a> … false notion that my ignorance is just as good as your knowledge.” ― Isaac Asimov

 

Morons are wily. They have the notion that their smarts, combined with their purposeful ignorance, is just as good as real unfiltered knowledge.

This is tiring to deal with.

In fact … if you find yourself surrounded by morons, rather than just shake your head, you have to purposefully accept the challenge to deal with their moronic thinking with the knowledge that they actually have the intelligence to be non-moronic <but actually choose to be moronic>. Wow. Just typing that made my head hurt.

It would take a monumental effort to create the unlikely evolutionary change where morons become extinct <that may be an unattainable objective but it is certainly an admirable objective>.

And it will take your best monumental effort to deal with a moron because there are instances where the lines are blurred and where argument and debate and discussion regarding two sides of an issue are actually warranted.

But.morons disagree

You should seek solace in that there are also issues where right is right … and wrong is wrong … and anyone who argues it looks like the guy who believes Yoda exists somewhere and The Force can be attained with focus & practice.

Oh.

And here is where morons really thrive.

Numbers & science & studies & statistics <oh my>.

Science is smart and science is stupid.

Both are true and there could be studies done to prove it.

One of the smart/stupid things about science is something called the ubiquitous study. They are excellent scientific research formats but while all studies <and most research in general> are interesting … they do not reveal eternal, all-encompassing truths.

They simply provide a glimpse into one small, carefully cordoned off area of interest. Extrapolations from the data are based on statistics and therefore do not necessarily apply to everyone and everything.

I say that because it seems like we find comfort worshiping at the altar of the ‘numbers’.

All of us seem to be considering study results and numbers to be the indisputable truth.

What a fantasy.

But it is often a fantasy land morons live, eat & drink in <and thrive in like a bacteria in a petri dish>>. Numbers are their friends and constant companions.

Morons thrive on the isolated statistic. A random factoid or piece of information that has no context nor admits it has Truth only within a limited set of circumstances. And they win a shitload of debates using this technique. How does all this happen?

Well. It sounds simplistic … but I believe we allow it to happen for a couple of reasons … first is a well intentioned but subverted belief in freedom of speech. Subverted because inevitably it is often simply ‘freedom of opinion’ these days. Secondly … ‘opinion’ forces us all to seek something tangible in which to reach some conclusion … therefore we seek statistics or numbers to identify truth <and isolate something we can all agree on>.

And numbers do not necessarily translate into Truth. Especially isolated non-contextual numbers.

In the end we seem to be damned by a society that has ingrained in us this strange belief that because we encourage freedom of speech and freedom of thought … that all ideas deserve respect and consideration that no one individual <or idea> is “better” or more “worthy” of consideration than any other.

What a bunch of bullhockey.

This has created an environment in which any moronic idea can hover around like an aggravating gnat as legitimate idea.

It is crazy.

A moron is a moron.

A moronic idea is a moronic idea.

It is time that we learned to have the balls <or spine if you are a woman> to call out the morons.

morons quoteMorons don’t like to be called morons.

Why?

Because they are frickin’ intelligent enough to know better than skate by on shallow feelings and beliefs.

And all the while you must swim in the shallow end of the intellectual debate to debate with them … you must be careful of your own ignorance more than theirs … because purposeful ignorance does have a sneaky way of creeping up on you. What I mean is that it is easier to be a moron than to not be a moron. It takes less work, intellectually and curiosity, to maintain an ignorant point of view than it takes to not only grow personally but to actually help a moron grow <which is a quite taxing job>. Frankly it is just easier to quit debating than to take on a moron. I imagine it becomes a test of character.

Regardless. I imagine in the end that is my point <the test morons give us day in and day out>.

Morons are morons because they are smart enough to engage in purposeful ignorance.

To be ignorant on purpose?

Yikes.

You would have to be a moron.

But. In the end … morons hate to be called morons simply because they are smart enough to know they could do, and be, better. Even morons know somewhere under their purposeful ignorance they should be better than what they are. I imagine the only way to beat morons is to actually get them to face that fact.

Wow. There is a tough job. But. We cannot let the morons win. Purposeful ignorance is a disease. A disease that can affect entire civilizations & cultures. That thought makes it scary to even think about tolerating the moron.

answering the help wanted ads for data decipherer

March 12th, 2013

Help Wanted!- Data, data everywhere—and not enough people to decipher it – WSJ headline 3/11data decipherers

 

51% of surveyed IT professionals currently involved in big-data projects cited ‘lack of expertise to connect the dots’ as a reason projects fail in their organization. No other factor was more commonly cited. – infochimps, inc.

 

Well.

This post is either going to show I am incredibly naïve or incredibly smart or incredibly stupid <and clueless>.

Look.

Everyone in business is drowning in data these days.

But here is a newsflash … we were always drowning in data … albeit different data … but I am willing to bet a shitload of money that anyone with any business experience will agree that we had so much data crossing our desks <in the good ole days> that you could build your own great pyramid of paper if you so desired.

As I scratch my head over the flurry of farcical diatribes around “big data” I can’t help but be reminded of the poem “The Rime of the Ancient Mariner”:

 

“water, water everywhere, nary a drop to drink.”

<Bruce translation: despite the depths and vast expanse of the ocean it can’t begin to quench our thirst>

 

We might say the same thing about how technology has enhanced the volume of data these days.

The volume of data is almost unfathomably vast.

And because of that we see thousands of articles on how to sift through the data for business advantages.

Well.

This is crazy talk. Mostly because it seems like everyone is mesmerized by the quantity of data available.

Anyone with any business chops will quickly point out that anyone, throughout the history of business, has always had a quantity of data available.

And we almost always had too much quantity <more than they could ever use>.

The access to quantity has never been an issue.

Now.

data analysis statslogocroppedThey will also point out that part of knowing your business shit is setting up efficient/effective data gathering … so you capture the most important <and not invest gobs of energy on stuff you will never use, cannot use, do not really want to use or is just plain useless> data.

Now.

They will also point that data analysis has three components:

-          Assessing the data available <with gobs available which gobs are most meaningful>

-          Setting up a system to use the useful data <consistently trapping & tracking the useful stuff consistently saves time and effort>

-          Analyzing the data <connecting the dots … instead of just showing numbers>

Now.

They will also point out that the third step in the process is often best done by someone who has no clue how the data is gathered … or even needs to know exactly what data was not gathered <although they may at some point suggest gathering something that someone up the ladder had decided was unimportant> … but they know how to connect dots.

Now.

I will now point out we in business have been doing this for years.

Sure. More and different data may be available today but the schematic looks the same.

 

Business management has always faced an obstacle when it comes to reaping the benefits of big data because they always need someone who can tell them what it all means.

But it seems that because there are so many new ways to gather and track data there is a heightened awareness, and desire, to actually use all this data stuff … with the same good intentions that business had in the past … gain a competitive edge … or at least to keep up with the competition.

Oh.

And here is what any business person with chops will also tell you … relying on data alone isn’t enough. This is a game of both head and gut.data connecting-dots-stevejobs

When you rely too heavily on data, you can become too reactive, too myopic in your thinking and miss out on what the numbers can never tell you … the why’s and the what’s and the <inconceivable to number crunchers> impractical inconsistent sometimes illogical human mind & behavior. Data cannot tell you what to do.

<Big> data can lead to small sharp insights and beget great decisions and action.

But.

Here is a business truth <that most executives do not want to hear these days> … data, of any size <double venti, regular venti, grande, etc.> has no value in and of itself.

The true value of data is found in context.

Look.

You absolutely need a team with technical people to gather & mine the data … but they need to be working together with an experienced analytical person who knows how to ‘connect dots.’ This type of person knows how to observe information, interpret information and place it in context with non-number/data stuff and explain it.

And, no, that person may not be a data gwonk.

They are just good at connecting dots.

And they are good at not being blinded by the newest  & nearest data point.

 

“Gut feel is great for everyday problems. But, it often leads us astray when we’re presented with complex streams of information. We can be blinded by the newest and nearest data point and miss the big picture.” – Nate Silver statistician & author

 

I don’t agree with Nate … well … he did caveat it with “can” and “often” … so maybe I will give him a break.

Gut feel … intuition … ability to “feel” the numbers in context … is essential in order to use the data.

I do believe in what IBM calls “augmenting intuition.” And that means … well … what it says. Augment … ‘in addition to’ … add in as part of your decision criteria.

No amount of numbers <and data of any kind> can eliminate all decision risk. Nor can any amount of numbers <and data of any kind> insure you make the best decision.

Here is my last “Truth” of this post … data & analytics can make you equally smart & stupid.

People make smart decisions using data all the time.

People make stupid decisions using data all the time.

The only thing consistent is people.

And here is where the article kind of truly went a little nutso.

data connectdotsIncreasing training & skill set on ‘connecting dots’ <I assume this is “analyzing the data” in academia> to increase the amount of decipherers available to businesses.

This is where it all falls apart for me.

Because doing what they suggest basically means that data drives good decisions. Data all by itself. No intuition … no feel … no gut from experience … that maybe data can make a decision for you … and they are wrong.

I become scared because I almost feel like this is a deeper dive into that business hellhole I call “responsibility free decision making” with the intent to do the “safest behavior to increase return <or increase advantage>”.

This is using data to make all the decisions <and they even use it to hire a person which is also kind of nuts>.

This is dancing on the head of a pin business management.

And it doesn’t teach people how to think.

It doesn’t utilize skills of existing people <who aren’t steeped in ‘Big Data” but are also not intimidated nor blinded by the newest & nearest data point> who are very good at connecting dots.

And, worse, it guarantees a next business generation of “big Data decipherers” … or people who use data decision making skills and have honed no intuition skills at all.

Am I suggesting “gut management” alone? Of course not. I never have. I never will.

In the 80’s we scoured computer printouts with ‘crosstabs’ and supermarket SAMI and Nielsen reports which contained reams of data point we had to make sense of.

In the 2000’s we are scouring computer printouts <assuming you print out> which contain reams of data points we have to make sense of. And you did it then, as it should be done now, as part of a team to insure you didn’t get dazzled by some shiny data point.

This stuff drives me a little nuts because we all think the newest and nearest data point <oops … innovation> means that the world has turned on its head.

It hasn’t.

Some skills are just … well … good business skills. Adaptable to pretty much any new widget or innovation that mankind can create.

I know how to connect dots. I have no clue how to build systems to gather these dots. And you know what? I am not sure I have ever known.

And I am not unique. There are hundreds if not thousands of Me’s out there.

The skill?
Making Big Data nice small simple learnings/conclusions. Ok. Making any data available into nice small simple learnings.

2013. 1913. 1813.

The skill has always been relevant … and thinking that ‘data decipherer’ is some new skill is crazy.

frightening Fructis fall fight

February 27th, 2013

So.fructis absurd

Fructis went with alliteration to name their new product … I just was alliterative to illustrate how frightening a recent television commercial I saw was.

Before I explain why their recent television commercial frightens me … a couple of caveats:

-          I have never worked on a shampoo product

-          Yes … I have worked on products in the health & beauty industry

 

That said.

Their ad frightens me.

Oh.

But first … “fall fight”?

Oh boy.

Here is a stretch.

“Notice strands in your bathroom sink or brush? Improve hair’s resistance to everyday hair-fall due to breakage.”

So this shit fights everyday hair falling out <is that an issue?>. Now. Some people may call this “going bald little by little” or maybe “everyday dead useless hair being eliminated so that newer fresher stronger hair can grow in.” But, as noted earlier, I have never worked with a shampoo brand … so what do I know.

Anyway.

While I was first surprised that Fructis was advertising a Fall <seasonal> product in the winter I was pleasantly <if albeit still confused> surprised to find the name had nothing to do with the season but rather your hair falling out <an annual issue … not a seasonal issue>.

Ok.

The execution.

 

Fall Fight ad: http://www.youtube.com/watch?v=481l1HoRThQ

 

Let me run through the logic in what you just saw <I am writing as if I participated in discussion … but I didn’t really>.

She has to brush her hair inside … because that is where cool people brush their hair before they go out and do something cool. Oh. Plus. That is where hair falls out <at home>.

Whew. So … how do we show hair falling out?

A hair ball. That’s it. And if we have a hair ball we can have a cute kitten <because people like kittens>.

fructis fall fight kittenExcellent.

Oh. Does the kitten puke the hair ball? Oh. C’mon. That’s disgusting. The kitten is just playing with a disgusting tumbleweed of hair that is somewhere in the house.

Wow. Great idea.

Oops. But we have to go outside because that is ultimately where cool people hang out with other cool <good looking> people and do cool things.

What about the kitten?

Well. It has to stay inside because … well … it belongs at home <eating all the hair that has fallen out … and if it pukes it will be off camera>.

So. Now we are outside.

But now that she is outside we need to her to look smart <as well as having fun>.

Ok. Let’s put glasses on her. Lenses in or lenses out? Aw. Who cares? She looks smart and we want people to think that smart, fun, cool, good looking people <whose hair falls out> buy our shampoo.

<cut to putting glasses on her>

Hey.

She does look smart. Let’s actually make her smart. Let’s let her tell everyone about the key ingredients in the shampoo <which tells everyone that we were smart to create a shampoo that scientifically keeps you from going bald>.

But she is outside … how do we make her actually smart?

Aw. Who cares? Let’s have fun. Let’s give her a blackboard in the middle of a field and have her show some random molecular diagrams with the names of the ingredients next to them <is it really the right molecule structure? Aw. Who cares? What girl who buys our product really cares about that stuff … it just looks smart … and of course then they will think they are smart! … plus … we put the name of the ingredient next to it so they will think it is right>.

(yell to some intern t go on wikipedia and get some molecular images to copy)

A blackboard in the middle of the field?

Sure. In fact. She is so smart she carries a blackboard in her car wherever she goes. Wow. Should we show the car? Hmmmmmmmmmmmmmm … interesting idea. Shoot it. We will have it in the can and if we have the time we can put it in somewhere.

What about the kitten? Should it be with the blackboard she is carrying around?

Wow. That’s silly. It’s at home playing with the hairball … why would she be so mean to take it away from that? Don’t overthink. Your first idea was good. Put the blackboard in the car and get some footage <but we don’t want to pay overages>.

Ok.

Now we need to show that our shampoo is strong … but fun.

Ok.

Why don’t we have a boxing ring in the middle of this field and shadowbox with real looking boxing gloves to show strength?

Wow. Great idea.

Hey …. hmmmmmmmmmmmmmmmmm … why don’t we also have one of those ‘high strikers’ you see at carnivals and not only is she smart but strong enough to show the shampoo is strong? <and that allows one of her good looking friends to box in the field so she doesn’t get sweaty>fructis fall-fight-tv-commercial

 

<high striker definition: A high striker, also known as a strength tester, or strongman game, is an attraction used in funfairs, fundraisers, and carnivals. It operates by utilizing the lever where one end holds a puck attached to the tower and the other end is struck by the person or contestant using a hammer or mallet. The aim of players is to ring the bell suspended on top of the tower. If the lever is struck with enough force, the puck will rise high enough to hit the bell, indicating a success. Modern versions use a spring-loaded version of the lever, others use an enclosed striking mechanism.

Operators entice people to try the high striker with phrases such as: “Step right up!”,”Test your strength!”, or “Who are the men out of the boys?”>

 

Wow. Excellent idea. A boxing ring AND a carnival.

A carnival in the middle of the field? No silly. Just the high striker.

Wow. That is brilliant <and fun>.

Ok.

Don’t forget.

We need to show some other people to show she isn’t some narcissistic self-absorbed hermit with a kitten. So let’s have some good looking people hanging out like they are wanting to hang out with the smart girl who is no longer going bald.

Excellent.

Go down the hallway to where I think they are doing the casting for the Calvin Klein ad campaign and see if you can grab a  couple of people.

Ok.

Where do we put them?

In the field stupid. That’s where all cool smart people who are not going bald hang out with their friends.

Should they have a blackboard too? Hmmmmmmmmmmmmmmmm … no.

If they do not have one that suggests our Fructis girl is smarter than they are because she buys our stuff … but she is an influencer! Everyone will assume she tells them about our shampoo and they will go out and buy it. Excellent. We have incorporated word-of-mouth into traditional tv advertising <tell the junior account person and maybe we can amortize the cost of production over this word of mouth thing>.

Oh.

And we need a cool song <even though the song is relatively meaningless to the execution communication> so let’s use something by the Ting Tings <Great DJ is the song>. I know their music is used on Gossip Girl so it will be perfect for us. Who cares how much it costs! Darn it … we are a fun cool brand and Ting Tings are a fun cool band <cut to senior management on both advertising and client side making a note to themselves, using a pencil, to find out who the hell the Ting Tings are>.

————–

Whew.

abandon shipThat’s it.

There is so much random stuff happening in this advertisement my head hurts.

Now.

Someone is going to argue I am not in the target audience and that it is a ‘fun’ ad.

On the first part? Correct. I am not.

On the second part? You can create a fun informative execution without having to resort to simple random shit. Yeah. I said random. There are so many little ‘bites’ of information and lifestyle cues I have this vision that there was a long checklist of things they wanted to say and show and then they figured out how to piece it all together <under a basic framework of ‘fun’>.

Look.

Developing ongoing campaigns is significantly more difficult to develop good stuff <technical word for ‘work’> than one-offs.

But confusing the two is bad … really bad. What do I mean? Well. It seems like in today’s business world of ‘what have you done for me lately’ brand managers are often suggesting ‘treat this as if it needs to be a standalone idea’ with the good intention to get a break through type idea/execution … but the bad intention of “I don’t give a fuck what has been done before me … I want to do something great!” <usually stated in front of their marketing/advertising vendors with not just one exclamation point>.

I imagine it is up to the partners/vendors to bring some logic, if not some rational long term perspective to the discussion, but I recognize it becomes tough to do so when you have a young, or semi young, client saying ‘give me something different <or else … threat in whispers …>. So what marketing/advertising partners do as they shift into survival ‘responsible’ mode is that they develop some broad strategic guard rails to work within.

For example … try out … ‘well … Fructis is a fun brand for fun people and fun events/life’ <note that ‘fun’ is the operative word>.

Honestly … that strategic direction sucks <because it is broad and relatively meaningless … and Disney is a fun brand> but it gives the idea developer <creative people> a virtually endless horizon of possible paths to pursue.

Regardless.

I get frightened when I see advertisements like this because someone actually thinks this is good for Fructis long term.

Short term? I may not have even invested the energy writing about it <although it is a wacky configuration of stuff in an advertisement>.

Actually I get frightened on a variety of levels.

Hair falling out shampoo? <and calling it Fall Fight>

The advertisement? <actual execution>

The development? <how the idea was actually developed>

 

In the end.

Is the advertisement really bad? Of course not. It is kind of a wacky semi likeable ad.

I just cannot envision it being in the ‘good’ category in terms of execution and strategic.

Plus.

It gave me something to write about.

rabbits

February 9th, 2013

rabbit hat mean

… not even the best magician in the world can produce a rabbit out of a hat if there is not already a rabbit in the hat.”  - Boris Lermontov

 

Ok.

I admit. I often get a little crazy when I hear “well, you pulled that one out of your ass” <this generation’s version of pulling a rabbit out of a hat>.

Well. I apologize. Only 99%+ of the time I go crazy. I account for the less than 1% of the time to sheer dumb luck.

When someone makes a surprisingly good in the moment decision … or uncovers a relatively surprisingly insightful idea … in most cases the fact they are surprising people does not mean they just made it up out of the ether.

What I mean is that pulling a rabbit out of a hat <or out of your ass> implies you created something from nothing.

 

Here is a Life truth … even a business truth … so maybe let’s just call it Truth.

 

You cannot create something from nothing.

Sure.

Sometimes the connections between what was and what ends up being are blurry <if not even visible and sometimes appears to come out of the proverbial ether> but everyone needs to have a solid base of knowledge before making the connections <thinking or tangible things> to create something. That knowledge can be within <your own pea like brain and its experiences and thoughts> … or without <tapping into other people or things>.

Anyway.

Here is the full quote reference.

Livy Montagne: “You’re a magician, Boris. To have produced all this in three weeks, and from nothing.”

 

Lermontov: “… not even the best magician in the world can produce a rabbit out of a hat if there is not already a rabbit in the hat.”

 

Again.

You can’t create something from nothing … you can only create something from something else <or something elses>.

Another Truth?

Wrap your head around this.

Ideas exist … and don’t exist <simultaneously>.

Yup. Physicists have found something <particles and things that move around that we cannot see> can simultaneously exist and not exist.

In other words, some things are capable of existing in several different states.

Any physicist can correct me but I believe it is the uncertainty principle of quantum mechanics which suggests particles are allowed to travel along all paths and exist in all possible states simultaneously.

What changes uncertainty? The simple act of measurement. Measurement, or the simple recognition of what actually is, instantly forces it into just one path or state and it is no longer uncertain.

I believe it is called something like ”collapse of the wave function’” in physics.

Yeah.

It is the same in thinking, doing or whatever.

world controlled by a rabbitRandom knowledge collapses upon itself until it creates something. The ‘nothing’ is just a bunch of somethings yet to be consolidated.

 

I have been to far too many ‘brainstorming’ or ‘creative thinking’ or even ‘the power of visualization’ workshops … so many that my brain cannot storm and I cannot think straight let alone creatively and I cannot visualize shit. Every time I walk out I grab my copy of James Webb Young’s “Technique for Producing Ideas” <published in 1937 and still relevant today> and flip thru the pages to remind myself that ideation is all about cramming bits & pieces of ideas & information & thoughts into your head until you can either assimilate it into a ‘rabbit’ or you interact with someone else and inspire them to create a ‘rabbit.’

So. With that. Two thoughts.

Accumulate knowledge: the more you learn the more you can pull out of your ass <consistently>.

Practice: the more you use what you have learned the easier it is to pull something out of you ass.

 

Sorry. There is no such thing as divine inspiration.

There is no such thing as pulling rabbits out of hats <unless there is already a rabbit there>.

 

We all have a gazillion thoughts, observations, and information <parts, pieces or whole> bouncing around in our heads … either in our subconscious or conscious mind. There are a myriad of possibilities existing with regard to possible outcomes.

The nothing is all these pieces and parts not assembled.

The something is when assembly is achieved.

Now.

Not everyone is good at “assembling” or even implementing from the nothings floating around in their heads but that is a different post for a different day.

If you feed your mind you will end up with a boatload of rabbits in your hat.

But, please, something from nothing?

Not even a magician can do that.

chase this advertising away (please)

February 5th, 2013

chase footlooseOh my.

Despite the fact I just saw this commercial after some research I now know other people’s eyes have been forever scarred by the Chase Freedom card advertising called The ‘Footloose’ Commercial.

This is brutal.

Absolutely frickin’ brutal.

 

Footloose cash back: http://www.youtube.com/watch?v=azB-n0vqFLM

Even in my wildest imagination I cannot envision how anyone in any meeting has ever thought this was good advertising.

I say that and on this site I have posed some fairly wild and absurd business scenarios <albeit typically rooted in a real business experience … just to show how absurd business meetings & decisions can be> but even I cannot build a mythical scenario in which a group of grown men & women would think this was not only a good idea … but showcases my product in a positive credible way.

I even struggle to envision how Kenny Loggins, who has admittedly penned some fairly horrible songs to meet some movie requests, would ever agree to have his song bastardized to this extent <living proof that money can make some people do some fairly wacky things>.

The ad?

I see the briefing session with the creative people.

- We need to show the many ways you can get money back <all in one commercial>.

- We need to show that using our card is associated with fun <not actually spending money>.

- We need to show that the people who use our card are cool <in some retro way because apparently research shows that they all have Footloose VHS tapes in their entertainment center that they watch every time they come home after a party as a reminder of the ‘good times’>.

- We need to show that we are not a retro brand <so we can’t use the original song … it has to be relevant to the new young cool audience we know are dying to use our card>.

- <basically> We need to show everyone uses our card.

- We need to show that their world is better by using our card <in the actual brief that would come out with something like this … “in a black & white world where people are constantly just trying to get thru their to-do list the Freedom Card provides a glimpse of a more colorful world”>.

Oh.

- We need to show some consistency commercial to commercial so can you come up with some device I can use over and over again <so I can bludgeon people with it because the ads themselves will be unmemorable and I need to have something they will remember>.

chase freedom card<cut to a picture of a client sitting in the back of the room with a huge smile on their face doodling … “now this is why I got in the business … and … I wonder what cool hotel we will stay at in LA when we shoot this>

How do they do it?

Their spokesperson, Ben Grant, magically appears in everyday black & white situations with the signature blue color of Chase … oh … but not just the color but in a blue guitar <and, of course, the card is blue so you do not miss seeing it in that black & white world of ours> … and he is singing Footloose … oops … no, not Footloose, just the music and he has his own lyrics?

Now that, my friends, is just a very very <very> bad idea. Memorable? Sure. But not everything memorable is good <please refer to your high school year book picture>.

Oh.

But they have gobs of money to spend so it really doesn’t matter <and they are using their card so they get cash back I assume>.

a piece of my mind (for reese’s pieces)

February 5th, 2013

Now.reese's cups

This isn’t great advertising … but it is great solid simple advertising.

And, I imagine, quite effective … and quite efficient from a budget standpoint.

Reese’s peanut butter cups.

 

First.

Not that it matters to what I think about the advertising but I love Reese’s pieces. And, oddly, it is an acquired taste. The whole “you got peanut butter in my chocolate … and you got chocolate in my peanut butter” just never appealed to my upscale taste buds <greasy burger is high cuisine> until maybe a couple of years ago … and now I love the stuff.

Just because I mentioned that iconic line <peanut butter in my chocolate baloney> here is that memorable moment in advertising history:

Classic Peanut butter in my Chocolate: http://www.youtube.com/watch?v=DJLDF6qZUX0

<note: love the headphones>

 

Anyway.

Second.

Reese’s advertising.

Advertising candy and/or chocolate is tough. Chocolate is fun and indulgent and all of it tastes frickin’ great … so how the heck do I create a fun, indulgent, great ad <which can be relatively easy> … again and again <which can be relatively tough>.

For example.

Skittles is awesome. But the campaign idea is incredibly difficult to sustain with excellence. Those sharp humorous quirky ads are difficult to create.

With this approach your wins are really big wins and your losses are really big losses.

All in a relatively low margin industry where advertising dollars are spent grudgingly.

M&M’s? I am not a huge fan of the campaign but the product is the hero <I am not a fan because while I understand giving your product human qualities so that we chocaholics who buy the stuff will like it in a different dimension … by giving them human characteristics I feel almost cannibalistic when i eat an M&M these days … and I am not sure I am comfortable with that … yeah … unfortunately I overthink everything … even M&M’s>. It appears to be an expensive production idea but I am sure some ‘social media expert’ has figured out how to amortize the expenses to do all the television they do because by extension they can use the goofy characters everywhere in some relatively creative ways.

Other than that? I am not sure I can recall any <except the one-offs that are done around holidays and valentine’s day>.

 

reese's cups and chocolateAll that leads me to Reese’s.

All commercials are only :15 long.

All simple <in format and in production>.

All use product as hero.

 

They can crank out these executions one after another.

And they can probably have some 20something sitting in front of some high falutin’ computer create the ideas. Almost all their advertising budget is getting dumped into the actual media <that is a good thing when sitting in front of CFO types>.

And they can air a boatload of different ideas tied to pretty much anything they want to tie them to.

Really really smart in its simplicity.

And they are actually pretty good commercials.

Reese’s She Loves me: http://www.ispot.tv/ad/7VVp/reeses-reeses-peanut-butter-cups-she-loves-me

Reese’s Gears: http://www.youtube.com/watch?v=twbqQi-08JM

Reese’s Halloween: http://www.ispot.tv/ad/7YZq/reeses-puffs-halloween

Reese’s minis: http://www.youtube.com/watch?v=RkUfbrBQG1M

 

Well played Reese’s.

 

Enlightened Conflict