Pretentious perhaps. Accurate, mais oui.

Jean-Paul Sartre. What does that name conjure? A wasted post-secondary education? A book of essays never read? A boring friend or blog post? Probably all of the above. Irregardless, (and I chose the word, irregardless purposely), you will find some amazing bon mots (bon mots, deliberately chosen too). First and last quotes are in French (use Google Translate).

J’ai commencé ma vie comme je la finirai sans doute : au milieu des livres.

Man is condemned to be free; because once thrown into the world, he is responsible for everything he does.

Only the guy who isn’t rowing has time to rock the boat.

Three o’clock is always too late or too early for anything you want to do.

Like all dreamers, I mistook disenchantment for truth.

Life begins on the other side of despair.

I have no need for good souls: an accomplice is what I wanted.

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Civilians Talk Strategy, Soldiers Practice Logistics

If you are not familiar with the following adage, I recommend strongly becoming intimate with its meaning. I have heard it expressed three ways: “amateurs discuss tactics, professionals study logistics” or “civilians talk strategy, soldiers practice logistics”, and my favorite, “amateurs talk tactics, dilettantes talk strategy, professionals talk logistics.”

In these, don’t assume the standard definition of logistics. In business it most often means, the commercial activity of transporting goods to customers. In the military it refers to, the organization of moving, housing, and supplying troops and equipment. Do not get stuck thinking of this as A-to-B movements or supply chain management.

The actual meaning of logistics is the means and arrangements which work out the plans of strategy and tactics. This is hugely important to any business. Businesses seem to think in terms of strategy and tactics only. Strategies often get watered down or compromised the moment you try to operationalize them.

That is because logistics (means and arrangements which work out the plans of strategy and tactics) is missing. Often, I have seen too many businesses pursue a bunch of disparate tactics that are in search of a strategy. Or roll out a strategy but cannot adequately make it happen for want of smart execution.

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Evidently Storytelling Works

Yesterday I passed an advertisement in Toronto’s underground PATH walkway in the downtown. Well, I probably passed scores without noticing. Oversized posters, television screens, storefronts, employees offering samples, consumers with purchases in bags with retailers logos. These were just a few examples of marketing on a relatively short walk to an ATM at my bank that flashed an ad during my transaction.

Anyway, back to that big poster that stopped me. It was nothing special. A bunch of text on white background. At the top it had a statistic, we make 35,000 decisions every day. That’s what gave me pause. People had to move around me as I read the entire ad. It was for a private health clinic and overall was very poor. The clinic needs to tell a more visual story and the ad’s placement sucked.

That is not why I share this story.

I thought about that stat for the rest of the day. It made me recall another. We have 65,000 thoughts every day. That adds up to 100,000 intentions in our head or close to 4,200 every hour and 70 every minute. No wonder we are all stressed, drink and cannot wait for marijuana stores to open.

Those of us in the communication business know we are exposed to over 5,000 ads every day. I deliberately chose the word, “exposed”. We don’t actually see them. We have become inured. Just as I was on my walk until something compelled me to stop. And that is the crux of marketing today.

In a world full of communications inhabited by people with busy lives and minds … how can brands meaningfully connect? The answer is as old as mankind. Storytelling. It has been, is, and will continue to be, the great connector.

Here is an assemblage of evidence proving the power and impact of storytelling.

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Buy Now, Rationalize Later

This article originally appeared in The Toronto Star.

Buy now, rationalize later.

Advertisers are growing ever more sophisticated at understanding how emotions lead to sales. Some politicians have picked up on the lessons.

Toronto marketing expert Jeff Swystun gets philosophical when he talks about the advertising game.

“Plato wrote (that) ‘human behaviour flows from three main sources: desire, emotion and knowledge’,” he says.

“Marketing works when it makes us feel something. From a psychological perspective, when we feel strongly about something, we are pushed to action,” explains the president of Swystun Communications, who has worked more than 20 years in branding and advertising at several agencies.

Of course emotion has been used in advertising for decades, from Heinz ketchup’s classic “Anticipation” commercial and Mikey liking Life Cereal to Coca-Cola teaching the world to sing with hippies on a hill.

And today companies are even more sophisticated in their approaches to emotional advertising, informed by a deeper understanding of decision making and techniques to ingrain brands into our psyches.

Perhaps the biggest brand these days — Donald Trump — has shown the importance of appealing to customers’ emotions and self-image.

In his business career, Trump was a master of marketing, and these lessons served him well in his campaign to become U.S. president. Even amid the Russia scandals, White House staff turmoil and a stream of official lies and obfuscations, he’s maintained his fervent base of support.

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Consumer Misbehaviour

An episode of the U.S. version of the television comedy, The Office, involves a Halloween costume contest at the paper supplier Dunder Mifflin. The top prize is a discount book offering coupons from local businesses. The retail cost of the book is $40.00 that offers $15,000 in savings if all coupons are redeemed. One character on the show, Oscar Martinez, is an accountant who takes exception to the irrational exuberance of his colleagues towards this prize.

The employees throw themselves into the contest. They produce topical and highly detailed costumes to best each other. The competition dominates the workday. Oscar’s frustration grows to the point where he challenges their thinking, “Everyone realizes this coupon book is not actually worth $15,000 right? You would have to spend $200,000 on crap you don’t need to get $15,000 of benefits. I am not the only one who sees this, right?”

Apparently, he is.

The employees escalate the competition by upgrading their costumes and strategizing how best to present them. Oscar tries one last time to educate his colleagues on the economics and their behavior. They aggressively rebut or outright disregard his argument.

To them, the coupon book represents $15,000 in real value. Oscar chooses to confront this irrationality head on. He switches from a colorful disco themed dance outfit to a very staid and generic ensemble worn by an everyman. Oscar explains to his colleagues using air quotes that he is now a “rational consumer”.

The contest commences with the participants showing off extremely elaborate creations including a samurai, Lady Gaga, a mummy, film director Michael Moore and a sexy nurse. Each employee casts a vote for the winning costume and to everyone’s surprise Oscar wins but the victory is greeted with little enthusiasm. The show cleverly reveals that the reasons why people voted for Oscar were as irrational as their view of the prize.

Given our confusing behaviors, it should come as no surprise that the earliest writers in marketing were psychologists. Understanding why people do what they do is at the heart of marketing. Yet, marketers constantly struggle to better their performance.

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The Advertising Industry: What’s Next

What do you think of when you hear, “the advertising industry”? Is it the embellished glamour of the Mad Men era or do you see logos and hear jingles. More abstractly, you may imagine a long assembly line spitting out ever more advertisements adding to the communication clutter in our lives.

One of the most prescient thinkers on media and marketing was Professor Marshall McLuhan. It is argued he predicted the rise of the Internet and the advent of social media decades in advance. McLuhan was the fellow who said, “The media is the message.” I was amazed to learn on a visit to Facebook headquarters that the professor’s books are required reading for staff.

One of his lessor known quotes is a doozy, “All advertising advertises advertising.” You could spend a lengthy dinner party unpacking the meaning and intent of those words. The quote caustically equates ubiquity with effectiveness while suggesting that the industry that produces ads is a self-perpetuating machine.

So where is that machine headed? What is the future of the ad industry?

Read the paper (SC_WhatsNext.March18) or listen to Jeff’s presentation on Hubspot’s Agency Expert Webinar series. Cheers!

TokenFunder – Return on Ingenuity and Security

We are advising the Ontario Securities Commission’s first approved ITO. Go TokenFunder Go.

Mad Men Carousel: A Book Review

Okay, um, wow. I am positively blown away by Matt Zoller Seitz’s book, Mad Men Carousel. His sentences are paragraphs, paragraphs are chapters, and chapters an entire work in density not length. I mean this in the best possible way. I never knew that when Don was stopped at the railway tracks, he was contemplating suicide. Or when Betty vomits in their recently purchased automobile it ruins the new car smell and is a form of revenge because Don has stunk up their marriage. Matt brings tons to light.

He schooled me on what is really going on in a series I have watched five times. In viewing, I was enamoured with the historical accuracy and the portrayal of the ad business, specifically the pitches. My last viewing was paired with this book (like martinis and oysters). I would watch a few episodes and then read Matt’s corresponding analysis. Then I would switch the order by reading then watching.

In so doing, I got an incredible amount more out of the stories, characters, and historical context. Matt is incredibly balanced. He calls the series out for missteps and mistakes especially when they appear to back off issues and subjects when they shouldn’t. He acknowledges the complaint of many that, “the series is merely a high-toned soap opera gussied up with period detail and allusions to literature, mythology, and other signifiers of respectability.”

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We Compare to the Top Brands

Have you noticed the same handful of businesses lead every brand ranking, are mentioned repeatedly at conferences, and are consistently referenced in books and articles? One cannot escape testimonials to Apple, Coca-Cola, McDonald’s, Harley-Davidson, and Disney. It is if there are only a handful of successful brands on the planet.

Now it seems consumers believe that to be true. Wunderman and Penn Schoen Berland surveyed 2,000 people aged 18 to 65 in the US and the UK, and the findings were consistent across generations, geography and gender. Here is an amazing finding: 87% of US and 85% of UK consumers compare all brand experiences to those they consider the best, such as Netflix, Amazon and Starbucks.

That means when we pick up our dry cleaning, rent a bicycle, or buy a shirt we are judging the experience as compared to ordering a venti cappuccino from Starbucks or streaming Better Call Saul.

After working with tons of brands and consulting to agencies who work with an exponential number of brands I am confident I know what consumers truly want from brands. They demand a solution. A solution that makes their lives easier and more enjoyable. Netflix, Amazon and Starbucks do that.

All that other brand stuff involving authenticity, consistency, and transparency are in the next consideration set. Those considerations are important for sure but when you boil it down consumers consume. Sure, some vote with their wallets if a brand does bad or badly but we buy to satisfy our very selfish needs and wants.

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Creativity: The Rituals and Routines

Recently my stepdaughter shared an article called Rise and Shine: The Daily Routines of History’s Most Creative Minds. She is entering the creative and competitive world of acting and writing in film and television. In sharing she could not help but note that I am well practiced in the routines of coffee, long walks, and inebriation (aren’t I the greatest influence?).

All family kidding aside, I struggle with the discipline and creativity required by writing. Writing is so much of what I do now. Branding and marketing requires conveying relevant and different ideas so I have always honed this talent. Now I am writing fiction and screenplays, as well as, ghostwriting for others. I like to think I am getting better at the craft but that does not mean it gets any easier.

Oliver Burkman’s article is a review of Mason Currey’s book, Daily Rituals: How Artists Work. In it Currey notes that Joyce Carol Oats worked the morning, took a big break and cranked up again in the evening. Anthony Trollope set the goal of 250-words per quarter-hour. Meanwhile, Friedrich Schiller could only write in the presence of the smell of rotting apples (for me it’s fermenting grapes).

I like background noise and always have. Since studying in high school and university, the tunes or television have been on. As I type this blog on my computer, one earbud is in place hooked to my tablet where Better Call Saul is in rotation.

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