It was a masterclass from Harry and Megan.
I explain why here
For the 20 anniversary issue of Market Leader I looked back to the predictions made by The Economist in 1998 (what did they get right and wrong ?) and brought it up to date with 2018 predictions.
Looking back was fascinating – The Economist got a lot right but on a couple of things they got it completely wrong – especially when it came to the Queen v Tony Blair
This article is reproduced with the permission of WARC.com. See Link to PDF
At the privacy of our own keyboards people give up all sorts of interesting insights into what they want – and no data source is better that search. So..
A few of stats that struck me (below) : people want to find out stuff right here, right now and on their mobiles. Researchers often say this is because consumers are becoming more “demanding”- but I don’t think that is our self – perception. This is just the new normal. Basically what its says is that your company or organisation has to have got its act together on
a) Being easy to find on a smartphone
b) Offering up relevant and useful information (that is easy to find) on a smartphone
c) Being easy to buy from on a smartphone
The idea that Big Tech has really evolved into over-powerful “Tech behemoths” has been gathering strength in 2017 – and not just in the protectionist minds of the EU
The seminar book – that makes the case for break up- is Move Fast and Break Things by Jonathan Taplin and is my business book of the year. I read it cover to cover.
Now influential professor Scott Galloway ( at NYU Stern) has made his case too. It is worth 30 minutes of your time
So the argument are gathering strengths
Sentiment is turning too- as it did against Tesco and News International. Big tech with their (tax avoiding) global businesses make these once much feared companies look positively weedy.
Memories of my recent visit to Karachi and Lahore, at the invitation of Pakistan Advertisers Society, to run my seminar “Brand Building in the digital age”
This piece has just been published in the latest issue of Market Leader and is reproduced with their kind permission. Article hereSaunders
Plus pics of “The welders”,”The landlord”, and the “Wrestler from Peshawar” – who feature in the piece
was the big idea of this year’s Marketing Society conference. It proved an inspirational platform. A great conference theme- credit must go to new CEO Gemma Greaves and her team.
This being an individualistic culture (and age) stories were often told as personal triumphs over fear, especially in extreme sports (a big theme of the conference which I suspect made most of us feel distinctively queasy and meek.)
Bravery is enabled by encouragement
Yet , for me, a sub text kept surfacing: brave people (often) could not have acted without both support and encouragement. (Encouragement literally means being given courage by others)
Syl Saller refused to be drawn into the “I” word and insisted on “we”- on the collective corporate bravery that built by internal champions and consensus builders ( like her) Extreme Surfer Garrett McNamarra said he could not have recovered from injury and found the monster wave that broke the record without his wife. Raha Moharrak, the first Saudi woman to scale Everest, was initially told “no” by her father, when she announced her climbing ambitions, yet received his blessing shortly after. Hassan Akkad, a refugee from war torn Syria, had bravery forced on him by circumstances and has subsequently received support from (amongst others) The BBC in telling his story. His bravery was the most humbling – causing me to reflect on how very fortunate and selfish we are.
Bravery as solidarity
Francis O’Grady, general secretary of TUC, framed bravery as sticking up for others rather than individual triumph. TUC as a brand has been stuck with dated associations of the “big men” of trades unionism. They seemed to be in denial about the opportunities of a globalised, technologically driven, individualistic world. That’s why Thatcher set out to weaken them. Yet that promise has turned sour. Economic growth did not “float all boats” but has resulted in gross inequality. So Francis’s call for solidarity, mutuality is timely. She even suggested that a union for the gig economy should be launched – now that would be “a big idea” and perhaps “a symbol re-evaluation” (in Adam Morgan’s phrase) for TUC
There was another theme that kept surfacing. Not a new one. A theme of many a conference of old. But always valuable to companies. It is the stuff that actually builds brands and businesses ( not chasing people round the internet with programmatic ads). It was:-
The power of big ideas.
To galvanise everyone, especially your own people
To make teams braver and more focussed
To inspire designers and agency creatives to do their best work
Here are my three favourites from the day:
NEW YORK TIMES. THE TRUTH IS HARD: a clarion call for investigative journalism in the face of mendacious attacks from Donald Trump.
BABYLON APP. Brilliant new AI powered app that enables more accurate self diagnosis of illness and triages people in the right direction. Sure to be a hit with hypochondriacs everywhere – and (hopefully) save time and labour
Pedigree’s insight that it is the innocence of dogs that breaks down barriers and brings people together. This inspired a great social experiment in getting Trump and Clinton supporters to be nice to be each other.
As for my act of bravery from the day:
I think I am off to join a union and buy a dog
Beats by Dre won a gold in the APG awards with what, I think, is a great piece of advertising thinking. The brand and the agency (R/GA) may be super hip, yet the thinking is classical.
The brand found a fresh, simple and easy to understand emotional promise and dramatised it brilliantly – the idea that music helps top performers (in sport) to come out on top because of “focus”.
Reason to believe – Top athletes use Beats by Dre noise cancelling headphones to cut out the noise/the distractions/the detractors so they can be in the right mental state to win
Like a lot of the best advertising thinking this is a revealed truth – top athletes attest that, at top level, winning is not about skill but mental strength and clarity in critical moments. This was brought to life in their film Hear what you want
What thought processes can we take from this case to apply to other projects?
Barriers ask yourself – what are the barriers to this brand succeeding/and or why will this fail? This forces you to avoid conventional approaches and to think about the competitive bear pit that the brand will find itself when it goes to market. Beats by Dre had a big obvious barrier: It couldn’t fight it out on technical specs/product innovation because competitors already more cred’ (Sennheiser/Sony/Bose ) and anyway Beats had historically been dissed as a posers brand. Not for people who really love music.
Benefit of the benefit of the benefit. This is creativity exercise that I was taught by the creative director at my first agency. Start with a product fact/innovation and see if you can convert it into a powerful (but credible) emotional promise through lateral thinking
Example: we are a big mortgage provider. so- we approve lots of mortgages. so- that means lots of couples get to buy the home they want. so- we help young couples create a family home. ( That is a NatWest ad that has been on air recently. The ad is a bit “John Lewis lite”. But the promise is good.)
Beats Example. Our new phones cut out noise so you can hear the music not the background- so- that means you will not be distracted by the world around you. so- that means you will be calm and focussed So- that means you will have the focus that is needed to perform at your very best.
Then of course Beats by Dre executed this promise in a famous way using famous sports stars. And fame – as Binet and Field have shown in the IPA studies- makes for some of the most effective advertising.