Enlightened Conflict

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.

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.

uncovering the obvious

January 17th, 2013

Ok.uncovering the obvious

One of the craziest discussions you have with businesses is often about what they want to tell everyone about themselves as important (or differentiating).

Here is a marketing truth <that marketing people always fear to tell businesses>.

Businesses want to state something obvious.

But they want to claim it is superiority.

And, ultimately, it ends up simply being hyperbole.

And it isn’t just advertising … it is everyone and everywhere in a business. Sales, marketing, advertising, internal communications, PR and it even creeps into vision and mission direction/statements <where it can actually create harm>.

Obvious disguised as hyperbole is the bane of the communications industry.

This came to mind during a discussion I had on “nothing really good is ever easy” and I laughed and said “nothing really bad is ever easy.”

I didn’t say this just to be a smart ass <although I do enjoy being one>.

 

It is the oldest advertising trick in the book.

Reverse a ‘claim’ and see if it is something that anyone would ever do … or say. You can eliminate a lot of silly, if simply obvious, ideas by doing this.

I learned this one really on in my career from the advertising’s infamous David Bell when I was working at an advertising agency called Bozell in NYC. While David and I may have had our differences he was a wizard with clients and business leaders.

He taught me this one as we sat in a room filled with a non-stop testosterone driven group of a dozen client ‘marketing experts’ who bludgeoned us with ‘here is what we need to say about our company’ ideas. David staved them off one by one by reversing them to suggest ‘why would we say this? Because the alternative isn’t really an alternative is it? … and, if you agree, then what you want to say doesn’t say a lot about us.’

Ok.

Let me be clear.

What do I mean?

“We care about people.” <or> “We are in the people business.” <usually stated with an exclamation point or two>.

Flip it.

“We don’t care about people.”

“We are in the non-people business.”

Who the fuck would ever say that? No one.

Well. Unless maybe you are a zoo.

Flipping the claim points out your claim isn’t really different, or certainly not distinct, from anyone else.

Another.

“service matters.” <or> “service exceeding expectations.” Heck. even … “exceeding expectations.”

Flip it.

“Service doesn’t matter.”

“Service not exceeding expectations.”

And the infamous “meeting expectations.” <a nice low bar to meet>

C’mon.

Is there any business out there who offers the second, flipped, version? Of course not.

So that means what you are staking a claim to sounds good and makes you puff your chest out a little <a lot> … but it is meaningless in terms of differentiation, distinctness and drumming up business.

As I said … this conversation is one of the nuttiest discussions in business.

It gets even more convoluted because developing a tagline for a company is difficult. Yes. That I admit <and have the scars to prove how difficult>.

Therefore many businesses take their sales or organizational rallying cries <“go beyond the expected!”> and suggest you make it their tagline.

Uh oh <I typically started looking around for the M&M’s and the bar about that point>.

Look.

I am absolutely an alignment guy.

I believe in aligning an organization around a vision and a functional delivery focus.

But using words as an alignment tool is very tricky. It can be done … but it is tricky … and has to be very well thought out.

And sometimes it just cannot be done.

Regardless.

Once you uncover the obvious you should avoid using it to differentiate.

Oh.

My favorite to this day remains … “our people are our difference.”

Well.

When are the people not the difference between companies? <unless we go to Star Wars Episode III: Attack of the Clones and believe organizations are hiring clones … hmmmmmmmmm … which could explain unemployment … well … anyway … different post>

uncovering the obvious1Anyway.

I call this exercise “uncovering the obvious.”

And, yes, sometimes telling people the obvious in marketing & communications is important.

And, yes, I have often encouraged businesses to state the obvious <particularly when research has suggested that people need to be reminded about the obvious>.

But, no, I have never suggested stating the obvious as a superiority claim.

Because it is silly.

And, ultimately, the only people who do not believe it is silly are your own sales people <or most employees> because everyone on the outside will simply give you a quizzical look and say something along the lines of … “uhm, I kind of expected that.”

Now.

I tried to think about when it is appropriate to state the obvious and actually another blogger <Kog’s qualms> addressed this for me already:

I can’t quite figure out why people state the obvious and, why they do it so often.  Whatever the reason, I definitely have a qualm. But I’ll allow for exceptions.  Obvious statements are okay in two cases:

1) when you’re excited and having a fantastic time and you want everyone to know: “I’m having so much fun!  This is so exciting”; and

2) when you’re talking about the weather: “It’s so sunny!” or “ugghhh rain AGAIN!”.  The first type of statements are functional and life affirming and the second are the cornerstone of small talk and just about the only thing everyone in the world can talk about and agree on.

So.

Unless a business is having extraordinary fun <and wants to tell everyone> or wants to talk about the weather … steer them from stating the obvious.

All that said.

I am ashamed to say that I have lost too many of these types of battles in my career. So many, in fact, that I consider the few wins to be extraordinary moments in my career.

And sadly I believe my experience represents the majority.

In the end?

I am fairly relentless in teaching aspiring professionals to discern the obvious from the distinct differentiator. I do so not only because it is the right thing to do but with the hope that they will be better at winning these battles than I.

magnum for pleasure seekers

August 21st, 2012

So.

Every once in a while you see something that makes you (a) laugh, (b) cry or (C) swear out loud.

This one? I laughed out loud.

But. I guarantee someone is going to cry and a bunch of people are gonna swear out loud.

Ok.

I saw an ad for “Magnum ice cream.” Yup. Magnum. Even better? Their tagline is “for pleasure seekers.”

What made me laugh out loud?

How about MAGNUM® Lubricated Condoms <The Gold Standard® in comfort and protection>.

So I named my ice cream after a “larger than standard condoms for extra comfort.”

Awesome.

You just can’t make this shit up.

Well.

I have certainly been involved in more than my share of naming projects so let me tell you how this went …

-          We came up with a great name for our ice cream! Magnum. It says powerful <taste>.

-          Well. yeas. We did a trademark search and … well … it is a gun manufacturer … you now … 357 & 44?  But no one will ever confuse ice cream with guns so we should be good. No category confusion. Use the name.

-          Oh. Yeah. It’s a condom too … but c’mon … condoms are marketed to men … and … well … ice cream is sold to women. No women will know that there are condoms named Magnum. Oh.

Magnum Condom

And even if they do maybe they will convince their boyfriends it is an ice cream for men and they should buy lots of it and keep it in the freezer for whenever they stay over.

Awesome.

Okay. I made that up <but it is a viable scenario … trust me>. The truth is that this is a European ice cream coming to the USofA.

Launched in 1989, Magnum was the first handheld ice cream targeted as a premium ice cream for adults. Today, Magnum is one of the world’s leading ice cream brands, selling one billion units annually worldwide, and it is the biggest brand of Unilever ice creams. Magnum gourmet ice cream bars are made from the finest ingredients—silky ice cream dipped in thick Belgian chocolate. They can include such delicious layers as caramel sauce and a rich chocolatey sauce.

Look.

I don’t care.

I think it is funny.

Magnum for pleasure seekers. Condoms & ice cream. Let’s have a party.

fiat

August 19th, 2012

Ok.

There are a lot of tricky things in marketing communications but two of the trickiest is to (1) communicate your heritage (how long you have been around) and (2) communicate where you are from.

Heritage is a double edged sword.

Credibility and old … oh … and who cares.

Where you are from is also a double edged sword.

Credibility and “not from here” oh … and ‘who cares.’

Suffice it to say that both are useless <i.e., no one will care> without being tempered by some relevance.  And when tempered properly with relevance than people do care.

Anyway.

Fiat has taken on the “where are we from” challenge.

And quite well I may say.

It’s not easy but they have made “Italian” attainable in a likable relevant way.

I would suggest they have done a brilliant job mastering the nuances but that would suggest I know what the hell I am talking about.

First.

The Fiat Barth tv spot.

Wow. Little things done very well. The woman is clearly exotic … but attainable exotic. Simple black sheath dress.  Taller than guy but not too tall. No fingernail polish and short nails (she doesn’t look like she is gallivanting down Rodeo drive or champ de Elyse). Nice figure but not extraordinary in “stripper” (or enhanced) ways. And the scorpion tattoo on the back of the neck is an absolutely fabulous touch (I cannot even imagine the discussion and debate that took place around that detail in creative meetings).  It is so well done all I can do is applaud.

This commercial was done for sure by Richards Group out of Dallas.

Fiat Barth: http://www.youtube.com/watch?v=siWVgAzhFC8

Ok.

And then the newer tv commercial.

Coming to America (tv spot called ‘immigrants’).

Wow.

A cross between lemmings with an objective and symbolically how easy it is for Americans to get a taste of Italy. Beautifully done. Using just enough Italy to establish the Italian mystique. Using just enough of the symbolically impossible to make it interesting. Using just enough metaphor thinking so that we unconsciously capture some interest. Oh. And the music. Well well played. Italian shifting into Pitbull as the Fiat comes ashore in America.

The kind of nuance I appreciate.

This one I am not sure who did … maybe Doner or Richards Group (both are Chrysler ad agencies).

The music is called “Come Back to Sorrento” or “Torna a Surriento” by Arianna and Pitbull.

Fiat immigrants: http://www.youtube.com/watch?v=fi80LapfFI8

And if you are interested in seeing all the television ads they currently have in their portfolio here is a link to all the Fiat commercials: http://www.youtube.com/fiatusa?sid=1037056&KWNM=fiat+commercial&KWID=3109902851&channel=paidsearch

I know I pick on the absurdity of a lot of marketing & advertising but I do like to do a shout out when something is done well. Especially when the attention to detail and managing the nuances <which can truly make an “okay” communications idea into a “really good” communications idea.

Oh.

And while that last point is probably an entire post in itself suffice it to say that thought <assessing what nuances are truly important and managing them properly> is generally the difference between large and small agency work. And hack agencies and good agencies. But, as I said, different post.

Enjoy and well done Fiat.

if you want it (words) done

August 15th, 2012

So.

Advertising copywriters may be some of the best <and worst> writers in the world.

I admit … the bad are really bad. And it is also a truth <in general> that the youngest need experience to be really really good. Or, maybe better said, they need someone experienced to edit their raw brilliance into a whole brilliance. It takes practice and experience to become good at simplicity <and word people, because they are word people, love words so inevitably they like to use them>.

Anyway.

Just like poets great copywriters seem to be able to capture the essence of something big, really big, in a very very small group of words.

I keep a folder of some of the best things I have seen written by copywriters.

I have been really fortunate to work with some great writers. I have seen and heard sentences that have made me sit up in my seat and think “wow.” I have seen and heard sentences that have made groups of people go “can I hear that again?”

I could write pages of those things from some of the most underappreciated writers in the world … copywriters.

Anyway.

I thought I would write this because of the Nike tv spot that was aired during the Olympics. Because if you watched the Olympics <at least in the USA> you would have seen this Nike commercial featuring Nathan Sorrell, a middle-schooler from London, Ohio. Called “Find Your Greatness,” the one-minute spot shows a runner in the background getting closer. The reveal is that the athlete is no Olympian, but a determined 5-foot-3-inch, 200-pound preteen. We’re all capable of greatness, says the voiceover. Oh. How about … “greatness is no more unique to us than breathing. We’re all capable of it. All of us.”

(full version) Somehow we’ve come to believe that greatness is only for the chosen few, for the superstars. The truth is, greatness is for us all. This is not about lowering expectations; it’s about raising them for every last one of us. Greatness is not in one special place, and it’s not in one special person. Greatness is wherever somebody is trying to find it. Find your greatness.

Beautifully, and brilliantly, articulated. Not a wasted word.

Find Your Greatness Jogger: http://www.youtube.com/watch?v=LsXRj89cWa0

To me? This is a spectacular commercial. Simple execution driven by words of thought … and hope. The message could have been communicated a hundred different ways but this one didn’t waste a word … or thought … in the way it was written <well done Nike>. I also like the UK version but thought it was more expected <Greatness UK: http://www.youtube.com/watch?feature=endscreen&v=gHFhGDWP9Fs&NR=1> therefore when put side by side with ‘the jogger’ I would suggest the UK version montage makes you feel good … but the jogger goes deeper reflecting the greatness within an apparently non-great exterior. That execution showed the geeks and nerds and non traditional athletic build kids that somewhere inside is whatever they want … if they work for it.Once again. Brilliant.

Anyway. The following three examples showcase what a great copywriter can do <all from advertising campaigns>:

“Everyone is in such a hurry. People haven’t found meaning in their lives, so they’re running all the time looking for it. they think the next car, the next house, the next job. Then they find those things are empty, too, and they keep running. Once you start running, it’s hard to slow yourself down.”

“If you want to see something done, just tell some human beings it can`t be done. Make it known that it`s impossible to fly to the moon, or run 100 meters in 9.9 seconds, or solve Fermat`s Last Theorem. Remind the world that no one has ever hit 62 home runs in a season or stuffed 18 people into a Volkswagen. Dangle the undoable in front of the world. Then, consider it done.”

“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes, the ones who see things differently. They are not fond of the rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones that do.”

In the end I tend to believe the great copywriters are able to capture a glimpse of hope, or what ‘could be’ somewhere in what they write. As well as an every day humanness. We get a glimpse, regardless of whether we are red, black, white, green, indigo or blue, of something within us.

It doesn’t have to be the entire thing they write <although those are the things that truly are the best because they are stories and not just a thought> but somehow … someway … they take the trite, the obvious, the common sense, the banal … and inject a small dose of hope which lightens it in such a way it floats a little higher in your conscious and shows you that it … well … can be better than it is.

As Microsoft suggested … they enable you to ask …

“Where do you want to go today?”

shopper behavior farmers markets

July 6th, 2012

Well. I have a farmers market near me. But I don’t go often. Yet, whenever I do go, I immediately think “I should come here more often.”

I love shopping at a Framers Market.

I must be in a minority (oh … but in the majority at the same time).

These are US numbers so it may be different elsewhere.

Only about 2% of people say they use a Farmers Market as their primary shop location.

And about 37% say it is a secondary shop location.

Oh. And about 61% of people visit a Farmers Market at least once annually.

Ok.

What that means is … well … 2 things …

  1. (this is a guess) the majority of the shoppers are thinking “this is awesome . I should shop here more often”, and
  2. (this is factual) that as you wander into a framers market (at least in the USA) about 2/3rds of the people you see wandering around in front of you are not regular shoppers.

I struggle to think of such an odd contradiction elsewhere between attitude <extremely positive> and behavior <lack of active action despite such a huge positive attitude>.

Anyway. What it really means is that about 2/3rds of the shoppers are driven by impulse shopping.

And let me tell ya right here and now … if you doubt that the senses drive shopping behavior than you have not been to a farmer’s market lately <and you should go>.

Spices, seafood, cheeses, fresh vegetables, flowers … the smells are almost overwhelming … in a good way. And it all affects what you thought you would buy versus what you actually will buy. You may plan on buying some core items, or possibly have some items on your ‘I want to find’ list but your basket at checkout has significantly more items and a significant portion of unplanned <impulse> items.

Research shows the number one reason why people go to a Farmers Market is food quality (safety from food borne illness a relatively close second … which I have no clue what that means).

The least important factors were availability of pesticide-free and hormone-free food products and ability to do one stop shopping <the first two kind of surprised me a little and the last didn’t … although given real shopping behavior – the fact most people shop several places – I am not sure the last really matters>.

Interestingly, at least to me, in research the typical shopper seems to skew older (mean age about 46 years old). Maybe I should have known that but my perception was it would be a little lower.

Regardless. I did find some of this really interesting.

Among shoppers surveyed:

• 75% came to market to do more than shop. <so … it is an experience>

• 55% felt the market increased their connection to the community.

• 99% believed the market improves the health of the community <people feel good having one around>.

• 53% believed the market improves perceptions of the neighborhood.

Reasons shoppers came to the market other than to shop include, not surprisingly, “to eat,” “the market atmosphere,” convenience, the desire to support local growers, the appeal of low-cost organic produce, and as a social place to meet and be with others.

Shoppers made comments such as:

• “I wouldn’t come to the area without it.”

• “I feel more comfortable, less intimidated at the market.”

• “I see people I didn’t know existed.”

• “My blood pressure went from 220 to 140!”

Among the findings, there are several worth noting:

• 74% of adults were introduced to new foods at the market <Farmers Markets improve consumers’ food knowledge>.

• 34% of adults described how they shop less often at grocery stores since becoming farmers market shoppers. These responses seem to suggest that the market triggers behavioral change in consumers <the research company theorizes that market shoppers evolve. Over time, they grow more confident in their food choices; ask more questions from other shoppers, chefs, and farmers; and begin to reorient their consumption habits around the seasonality of local foods>.

All the research aside … the social aspect of Farmers Markets is powerful. It is relaxing and social. When is the last time you have ever heard that about grocery shopping being “relaxing, lowering blood pressure or social”?

Oh. And, oddly, it may also be the strongest factor more people do NOT use Farmer’s Markets more often. Huh? Most people like to be social sometimes <on their own terms>… and more importantly they don’t want to ‘think’ grocery shopping is going to take long before going (but are more than willing to make it longer once there). All that means is that people love Farmers Markets. They associate ‘more time’ before they even go and that creates a barrier … even though if we actually decide to suck it up and go … we actually like the time spent.

Oh. We wacky people. I wonder if we ever stop thinking long enough to actually enjoy the things we want to enjoy. Well. If we ever do? Farmers Markets will be bulging with people.

Me? I am going to think less and go more.

but how about?

June 11th, 2012

Ok.

This post is a cross between an observation and a rant.

The observation: How often businesses get trapped in the “but how about?” type discussions. Note. “But how about this?” is just another version of “why shouldn’t we build/service/do this?”

The rant: It is amazing how often the question is generated by one of two things:

1. A new trend or fad or publicized widget need that someone in a flash of brilliance says “hey we can do that!”

… or

2. It is available as an opportunity with the appearance of possible sales (possible profits but that is another discussion that still amazes me).

Well. Point 1 is particularly dangerous because chasing trends/fads is like chasing the Roadrunner <and you are Wile Coyote>. You won’t catch it. oh. And if you do, your plan won’t most likely work anyway.

Point 2 is particularly complex because product extensions, innovations and a whole mess of internal twister-like maneuvers shouldn’t <in general> be dictated by external stimulus.

Regardless. Constantly bringing up the question is wasted energy <the majority of the time>.

Here is the core issue at hand.

Too often businesses struggle to find their sense of self. And it’s kind of nuts because, with regard to this discussion, business is actually pretty easy.

Decide who you are and what you are good at.

Oh. And that doesn’t mean saying “we are a nice company with values and we are good at everything.”

My main issue with this topic is that if I can set up guardrails, or, at minimum, recognize that direction guardrails are important, why can’t businesses?  Its nuts.

Look. I am going to use myself as an example because, as noted above, I don’t easily deal with guardrails … I often find them constricting.

Yet. I get paid more often than not for simply saying “no” to “how about?” Yeah. I get paid to stay within guardrails <go figure>. And I am not smarter than the average bear (yogi bear reference).

Look.

My strength is identifying and creating creative solutions to challenges-problems. I can do it in my sleep. Any time. Any business. Any where.

What that means is my weakness is staying the course – staying on mission-vision-whatever you want to call it. (Note: sorry folks. No one is strong at everything. If you have a strength identify it and you can always identify the related weakness. Don’t worry. You can always compensate for it. ). I envision, using hindsight, that because that was my strength when I was younger I probably went out of my way to create challenges/problems to solve (which most likely drove some of my groups nuts). This didn’t mean I created work … but rather sifted through a lot to uncover a ‘situation/problem’ to solve. Probably out of dumb luck I created some viable issues to pursue and inevitably my groups were known for proactive innovative thinking (hey…I found the silver lining).

Anyway.  In recognizing my weakness I compensate by having a strong process for identifying the core positioning-mission-core competency. By doing that I can leave my strength – solving this issue – unfettered. It revolves around the process but the solution is not driven by the process. Now. My process may allow a little more latitude than some others (think of it as designing a five lane autobahn versus a one lane drag race track) but it sets up guardrails.

And that is what is frustrating.

Because, once again, I can set up guardrails, or, at minimum, recognize that direction guardrails are important, why can’t businesses?  <fill in your own answer here because I don’t have one>.

And then because businesses cannot figure out this sense of self then some brand-voodoo-magicians <i.e., consultants> come along and use sleight of hand bullshit that only confuses businesses.

Thought for everyone. Don’t be confused. It is simple.

A company owns its character, core competency and crap they sell. Consumer owns the brand. Therefore as a business you focus on what you can control. It’s the guardrail thing I mentioned. I promise companies if they stay within their guardrails that buyers will inevitably forge a brand that is within the guardrails. And dealing with “how abouts?” becomes incredibly easy because while some bonehead is presenting a whizbang prezi presentation (with augmented reality to really wow you) outlining all the sales reasons a company should do something it comes down to the guardrails. Because (and I have told dozens of companies this – albeit some listen and some don’t) if the dollars and cents reside outside the guardrails it becomes a gamble. It becomes the Kentucky derby of business decisions.  Which sucks because most companies don’t breed racing horses.

Anyway. Having been around the block a couple of times here is why I believe a sense of self keeps getting missed:

1. Lazy thinking. “We are good with retail business” is a prime example. Lazy, lazy, lazy thinking. Because not all retail is the same. A franchise retail is different than a corporate retail. A grocer retail is very different from a cellular retail. A one location retail is different from a 1500 location retail.  The list goes on. Anyone can select a big bucket to sit your ass in … and it is a waste of time in terms of actually being meaningful in terms of truly understanding your ‘self.’

2. Everything to everyone. Well. Ok. Not trying to be everything, but rather in self reflection believing you are capable of everything. This is the infamous “We can figure it out when it happens. We always have.” Yeah. Well. Maybe. But probably not. The truth is if you really really think about it the business is actually good at something. There is something within the shit you pulled off (sometimes by the hair on your chinny chin chin) that provides a commonality that you should invest the time in figuring out.

Yup. It will actually help you do better in the future. And will help you hire better people (ok … it just may make you better at hiring the right people).

3. “I am going to miss something” (or the “moving sense of self” syndrome). Uh oh. As soon as you put a stake in the ground … it means someone will not want to plant themselves next to you on that ground. Why? They may not realize it immediately but the more they review the landscape they realize that they don’t want to plant their butts there. <Hint: that is okay.>

Next. A fact: it bugs the shit out of the ‘stake placer’ to be spurned (even if it is a bad match). As soon as spurning happens this company wants to pull up its stake and run around looking for a place to put the stake that would be appealing to the ‘spurner’ (i.e., for that one business opportunity).

The conclusion: Just put the stake thru your heart (or thru whomever cannot stay with the original good thought).

Ok. And beyond  the silly business misdirection I imagine it, at its worst, could come down to 2 things (primarily):

- not defining the guardrails in the first place

- not believing in the guardrails that were established.

Both are quite solvable but that’s not what this post is about. It’s about the fact that the majority of businesses fall into 1 or 2 and invest a shitload of energy in “how about?”

So … how about this?

That’s stupid.

In the end.

Beyond the stupidity comment … I could start a ‘who’s who’ list of companies who seemingly get seduced into discussing dreams or what ifs with regard to who they are <as a company> rather than insuring they know what they do and who they currently are. It is not only wasted energy but, even more importantly, potentially disastrous.

Oh. And please do not confuse this questioning with “whats next?’ because that question is usually a reflection of someone who is standing on some solid “this is who I am and what I do well” discussing what they want to do next.

By the way … advertising agencies are the absolute worst offenders of this issue … but … I am amazed on how many of all businesses fall into this discussion category.

Oh. The profit thing. I usually cut to the chase pretty fast on this one. Yes. Someone certainly knows how to make money on ‘x’ because they are doing it (and it appears they are making money). No. That does not mean we know how to do it and make money. There are a lot of business people who just say “we will figure it out if we actually get the opportunity.”. Well it doesn’t work that way. Or. Maybe better said it is more difficult than that simplistic point of view. Some things can be figured out (some not). Some things can be figured out but take time to do so (and what do you do in the interim?).  But. A company needs to figure it out. A wise man once said this:

“Most agencies are in the same boat — from big ones to two man shops. They’re in it for the money and they’re scared. Scared the client’s going to walk. And because they are afraid they compromise their principles. They are so scared of losing the business they give the customer what they think they want rather than what they know he needs. And sometimes it works — for a while. But in the end it always backfires. You lose the business anyway and you wake up one day to find you’re a prostitute. So, in the end, stick to your principles. ‘to thine ownself be true.’ 0ver 200 years old but still good advice.” – Stephen Hawley Martin (founder of The Martin Agency)

Ok.

Just to be sure my rant wasn’t too far off base I did find a study from Prophet <who I sometimes respect>.

New Prophet Study: Execs Understand That Customer Engagement Is Pressuring Brands To Perform Better — But Many Don’t Think Their Marketers Can Handle the Challenge

“The majority (55 percent) of participating senior executives in general management and marketing said that supporting business growth through a well-differentiated and relevant brand positioning was their most pressing concern,” said Mike Leiser, Prophet senior partner.

  • Targeting customers in this environment is problematic; three-fourths of respondents said they’re not doing it effectively. Over 90 percent are targeting more than one segment, and over half of these do so with multiple positionings of a single brand. Importantly, however, those multiple positionings are similar – what’s different among most in this group are the tactics used in bring them to life.

“Adjusting to this changing landscape will be a process,” Leiser said. “Our findings show that marketers must adapt a more visionary orientation to more effectively guide their organizations through it.”

So.

Gosh. Maybe I am not as dumb as I look.

advertising beer

May 4th, 2012

“his piñatas fight back.” – the most interesting man in the world

Cinco de Mayo brings out the beer advertising and my annual rant about beer advertising. And how bland it is … not bad … just bland.

Bland. I continue to think once a year all the beer company marketing people sit around a massive table (probably all drinking some fancy schmancy sparkling water because they are too high falutin to actually drink beer) and look at a reel of available ads and decide to divvy up the most blandly innocuous <and possibly mildly amusing if it’s not silly or immature humor>  among each other.

Note: specific execution doesn’t matter because they can just insert any beer bottle/can in any of them and it would work <note completed>.

Ok.

The dog fetching beer commercial? Nice (and funny) but Alex from Stroh’s in mid 80’s was the first, and best, beer fetching dog <and multiple dogs have followed in Alex’s paw steps>: http://www.youtube.com/watch?v=upZ6EbaHigE

Then Budweiser wastes an awesome mashup song of Cult “she sells sanctuary” and FloRida with a pedantic  ‘people having fun’ video <and having a Bud of course>. http://www.youtube.com/watch?v=1Ku0IOv78Yg

Ok. Some exceptions.

I have already written about Heineken.

And Coors.  Well. How about … Coors is close. It seems like they are really clear on who they are (character and tone) and Sam Elliot’s voice over is a perfect choice but I feel like they could add some “grit” to their character. It may be bland but at least it is a reflection of what Coors is … well … at their core.

And, of course, dos equis (visit my post http://brucemctague.com/stay-thirsty-my-friends if you want a more complete review).

They are the current standard bearer for ‘what could be’ in the good advertising category.

Now. I am not sure anyone drinks the crap but everyone knows and loves the advertising campaign. The new cinco de mayo radio execution is priceless.

Absolutely frickin’ priceless.

You have to believe at some point the writing will become so absurd that the campaign loses its charm but somehow some way they keep the level of the writing very very high.

This year’s cinco de mayo?

The line for his cinco de may party starts on ocho de February.

His guacamole inspired the term ‘holy guacamole.’

He has 3 black books just for women named Juanita.

His 10 gallon hat holds approximately 13 gallons.

His refried beans are fried once.

His piñatas fight back.

Old cinco de mayo radio: http://www.youtube.com/watch?v=PqjFpDF3NhU

Older cinco de mayo radio:

It is said the sun comes up later on the 6th of May, in case his Cinco parties run long.
The Mayans prophecized his birth.
Even lucha libres remove their masks in his presence.
He once taught a German Shepard to bark in Spanish.
He serves sizzling fajita platters barehanded.
Bulls flat-out refuse to fight him.

I admit. I cannot figure out how the beer industry <at least in America> consistently showcases bland insipid work.

But thanks to Dos Equis we have some hope for better.

Enlightened Conflict