Social Media is a Thief of Joy

“Comparison is a thief of joy.” So said Teddy Roosevelt. The man was always good for a quick, incisive quote. In this case he could have been referring to social media. The purpose of Facebook, Pinterest, Instagram, Twitter, Tumblr and other platforms have become much different from what was originally promised.

When social media appeared it was expected to deliver two different things. The first was to create democratic vehicles for the sharing of original, entertaining and valuable content. Sharing is definitely going on but most agree that the content is largely vacuous and self-serving and the few good bits are spread to the point of saturation and irritation.

The second promise was that social media would prompt earnest and real dialogue. That it would be a true exchange. That too has fallen short. It has 020b9886340eb444724410b78423d66e05176b29428ff0bf7ff58c16a2b3d69c_largebecome a broadcast tool where simplistic buttons are now the avatars for real conversation. A happy or sad icon is not a discussion or an accurate reflection of what we really feel and think. We are ‘clicking’ our way out of the work of communications and relationships.

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Brand Names are Illiterate

The last season of the comedy, Parks and Recreation, finished up in 2015 but was set in 2017. Much of the plot focused on a fictional business named Gryzzl that is a thinly veiled amalgam of Facebook, Apple, Amazon, and Google. Gryzzl employees tout collapsible transparent tablets that can be used as a skateboard, use treadmill desks, and don’t really appear to work. Their tagline is, “It’s the cloud for the cloud.” and the hI773Ke-company mantra is, “Wouldn’t it be tight if everyone was chill to each other?”

People surf free Gryzzl Wi-Fi, communicate through Gryzzl’s social network, and Gryzzl drones deliver creepily personalized gifts. A youthful executive of the company says, “I hope you can see now there is nothing scary about Gryzzl. We just want to learn everything about everyone and track them everywhere they go and anticipate what they’re about to do.”

Satire aside, the reason I bring this up is because of the name, Gryzzl. It alone made me laugh when I saw it. The name captures the silliness in brand naming these days. Granted, it is extremely difficult to find an original name so for the sake of legal ownership and URLs, many companies are bastardizing spellings and meanings.

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Agency CEOs Are Chief People Officers

I recently had lunch with an agency CEO. It was revealing because the content was raw and real. In short, he lamented the lack of hours in the day to deal with everything on his plate. There was little I could recommend short of cloning and ruthless prioritization.

If you are an agency CEO or if you marvel at the responsibility they take on, then you know that it is overwhelming. CEOs have to be a master of the balance sheet, superior in business development, aware of technological developments, substantive in interaction with clients, Biz Mensavvy in the press, excellent public speakers, tireless in the pursuit of growth and profit, and role models for the agency’s brand.
And all of this depends on people. Any variable in performance is due to the collective talent of the agency. What this proves is that the CEO is as much the Chief People Officer as anything. Every industry and business can claim, “Ours is a people business” or “Talent is our greatest asset” and that would be fair, but it is especially accurate and evidenced in the agency world. The loss of a key person can sink an entire office. The right person leading the right team can propel an entire agency to dazzling new heights.

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Stop Writing to Write Better

There are two terms writers detest. The first is, “writer’s block”. The second is. “The bar is closing.” In all seriousness, getting stuck is frustrating. Writing is a complex act. It is self-expression. Writing shares ideas and stories. Everyone has those in the head and heart. We may understand them but putting them down on paper so others do is an awesome challenge.

I believe in the power of persistence but when you get stuck, forcing writing does not always work. Determination is admirable but it often produces an inferior result. When this happens and it can imagehappen with alarming frequency, you have to step away.

Go for a hike, pick up an adult coloring book, wear out a treadmill – anything that will quiet your mind. If you stop focusing on the block often the solution will present itself. One perceived step backwards can take you two real steps forward.

Even if this does not produce an amazing epiphany that miraculously breaks the mental logjam, you will find a few threads that can be pulled. Those will invariably lead you in the right direction. The point is to walk away. You have to stop writing to write better. There are a few reasons why.

Breathe

It can be a blog, novel, annual report or poem. We pour ourselves into the words and ideas. The sentiment and emotion is draining. Just a few sentences in we have lost all objectivity. It is analogous to having a heated argument with a loved one. They have their point-of-view and we have ours. There is a natural give and take but we are not going to budge on the core bits. You have to take some time, breathe, and see it from the other side.

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The Best in Cause Marketing

Swystun Communications contributed to PRNews’ 7th edition of the CSR and Green Guidebook. Our paper, Changing People’s Behavior: 8 Best Practices in Cause Marketing, is included along with submissions from JetBlue and Time Warner Cable. We cover the efforts of Uber, LUSH, H&M and Gucci. You can purchase it here and here is an excerpt on Gucci’s “Chime for Change”…

Building on the survey results and interviews, we looked at a select number of campaigns cited as best practice examples. One we heard repeatedly was Gucci’s “Chime for Change”. Robert Triefus, Gucci’s Chief Marketing Officer describes the investment, ”Chime for Change aims to realize a world where girls and women have the safety and protection they need to 1. Gucci Chime Adthrive.”

It was launched at TED and backed by celebrity endorsements from Salma Hayek and Frida Giannini. It has since thrown a mega-concert headlined by Beyonce, Madonna and Jennifer Lopez. Recently it hosted Chimehack 2, “a female hackathon to develop solutions for relevant challenges in today’s world.” Chime for Change has been lauded for directly engaging consumers using a crowd-funding platform called Catapult.

For all of this they get admirable press. Yet, outside of the fashion industry, precious few people have actually heard of it. Respondents noted that Chime for Change has fallen for two common traps in cause marketing. The first involves celebrity. Celebrities are often used as avatars for the cause and a quick way to raise awareness.

This presents a long-term disconnect as consumers may desire to be a celebrity but they cannot easily relate to them. It produces an artificial association with the cause. Second, the cause leverages big events that generate press releases but questionable results. Chime for Change is an amazing premise executed in a traditional way. One respondent said she would be surprised if 1 in 100 of Gucci’s own customers have heard of the program.

8. LUSH a little does a lot

Seagram’s Ads Predicted the Future

If only The Seagram Company could have seen the future they would avoid what Charles Bronfman called, “a disaster, it is a disaster, it will be a disaster…It was a family tragedy.” He was speaking of the demise of his family’s business founded in 1857. Before the company’s ill-fated forays into entertainment and its breakup of assets that were acquired 1979_seagrams_adby Pernod Ricard, Diageo and Coca-Cola, Seagram’s developed and owned nearly 250 drink brands and was the largest distiller of alcoholic beverages in the world.

They were also one of the coolest holding companies of all time. The Seagram Building, the company’s American headquarters at 375 Park Avenue in New York City, was designed by architect Ludwig Mies van der Rohe with Philip Johnson. Seagram’s made Canadian whisky a must-have. Crown Royal, 7 Crown, 83 Canadian Whisky, Five Star Rye Whisky, and Seagram’s VO were seen as luxury liquors.

My dad drank Crown Royal exclusively. Open a particular closet in our home back then and you would have drowned in royal blue felt-like bags with a gold tasselled drawstring (later they would be purple). Crown Royal was sold in these keepsake sacs. Kids would keep marbles and other toys in them. Ladies used them for jewelry. My dad housed scores of golf balls in the plush bag.

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The Persuasiveness of Great Language

The advertising industry has a rich history. Much, of course, is based on lore made greater with each telling. It is rife with characters both created and those who lived. The Marlboro Man, The Morton Salt Girl, Cap’n Crunch, Aunt Jemima, Mr. Whipple, The Jolly Green Giant, Miss Chiquita Banana, The Pillsbury Doughboy, Tony the Tiger, Mr. Peanut, and the Coppertone Girl are Pillsburyiconic brand representatives. Many of these creations were spun from the agencies of Leo Burnett, David Ogilvy and Bill Bernbach.

These Madison Avenue greats produced intriguing quotes. The thoughts of these revered and referenced gentlemen continue to be trumpeted and contextualized to be made relevant today. Leo Burnett is economical and bit gruff. David Ogilvy was prolific having identified the power of a soundbite from his earliest days. Bill Bernbach was a furious and detailed writer. I know this having sat close to his archives while Chief Communications Officer at DDB Worldwide.

One bit of the latter’s writing recently came to my attention. I had not seen it while at DDB. It Mr. Bernbach’s 1947 resignation from Grey Advertising. It is a delightful but forceful blast of prose. Firm in conviction and clear in intent, the letter is a summary of his disappointment and hope for advertising. It is rant in defence of craft over technique and science. It is a cry for differentiation and distinction.

Yet, what I enjoy most is the emphasis on selling. In recent decades, marketing and advertising has become entertainment. You are hard pressed to hear the word “sales” and “selling” in agencies. That is the industry protecting itself against age-old indictments of being deceptive and manipulative. The irony is, all business communications exist to sell something whether it be a product or idea…so why cover up that fact?

Below is the text from the letter and the original. Read it and come to your own conclusions. I think he does a wonderful job of proving “to the world that good taste, good art, and good writing can be good selling.”

Dear collegues,

Our agency is getting big. That’s something to be happy about. But it’s something to worry about, too, and I don’t mind telling you I’m damned worried. I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship techniques instead of substance, that we’re going to follow history instead of making it, that we’re going to be drowned by superficialities instead of buoyed up by solid fundamentals. I’m worried lest hardening of the creative arteries begin to set in.

There are a lot of great technicians in advertising. And unfortunately they talk the best bernbachgame. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this sort or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there’s one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

It’s that creative spark that I’m so jealous of for our agency and that I am so desperately fearful of losing. I don’t want academicians. I don’t want scientists. I don’t want people who do the right things. I want people who do inspiring things.

In the past year I must have interviewed about 80 people – writers and artists. Many of them were from the so-called giants of the agency field. It was appalling to see how few of these people were genuinely creative. Sure, they had advertising know-how. Yes, they were up on advertising technique.

But look beneath the technique and what did you find? A sameness, a mental weariness, a mediocrity of ideas. But they could defend every ad on the basis that it obeyed the rules of advertising. It was like worshiping a ritual instead of the God.

All this is not to say that technique is unimportant. Superior technical skill will make a good ad better. But the danger is a preoccupation with technical skill or the mistaking of technical skill for creative ability. The danger lies in the temptation to buy routinized men who have a formula for advertising. The danger lies In the natural tendency to go after tried-and-true talent that will not make us stand out in competition but rather make us look like all the others.

If we are to advance we must emerge as a distinctive personality. We must develop our own philosophy and not have the advertising philosophy of others imposed on us.

Let us blaze new trails. Let us prove to the world that good taste, good art, and good writing can be good selling.
Respectfully,

Bill Bernbach

BillB_Letter

Sonos: The Brand and the Business

This article originally appeared in Sparksheet.

CoverSonos

Still hungry after thirteen-years, Sonos focuses on innovation, originality and desirability. But in an increasingly connected world, the brand wants to go beyond background music to become the central nervous system of your house. Talk about subversive.

Earlier this year, Sonos contemporized the look of its brand with a new visual theme representing amplification. This was just another step in a long-term plan. Sonos has long been sought after as a purveyor of wireless speakers, but now the company is aggressively pursuing something much bigger. Sonos not only intends to disrupt the entire music business, it aims to be indispensable in how you run your home.

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Why Most Brand Launches Fail

This piece originally appeared in Brand Quarterly.

In the old days of branding, and I am talking of just ten to fifteen years ago, there began a very predictable playbook for launching a corporate brand or rebrand. It borrowed a great deal from traditional public relations. It called for some combination of a press release, an unveiling of a new logo at a largish and often garish event, a fresh website, and a mousepad for each employee. Not much has changed in the interim except the mousepads have been replaced with coffee mugs or USBs.

Make no mistake, a brand or a rebrand is a deep, invasive and jarring intervention in the life of a business Needless to say, this is all very vacuous, fleeting, often expensive, and delivers limited real results. Make no mistake, a brand or a rebrand is a deep, invasive and jarring intervention inWhy-Most-Brand-Launches-Fail-Q1-1 the life of a business. If a company discovers it needs branding, I equate that to a serious call for help. Yet, most continue to launch brands in the most predictable and pedantic ways. It is analogous to conducting complicated surgery and then immediately throwing the patient onto the street. Here are the reasons why the approach is wrong:

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Marketing’s New Myopia

The marketing and advertising world is full of lore. These stories often take on a life on their own and grow with each telling. Many revolve around famous campaigns. DDB’s 1960’s ad, “Daisy”, has been given credit for helping Lyndon B. Johnson defeat Barry Goldwater. It also landed Maxwell Dane, a partner in the agency, on Richard Nixon’s infamous “Enemies List”. This political ad, like the “I Love New York” cam paign have many claiming outright authorship or at least participation i-love-ny-t-shirt-whiteon the team.

New York’s iconic tag line is often attributed to Milton Glaser who is said to have creatively borrowed and built upon the idea from a Montreal radio station. It turns out that CJAD Montreal’s campaign titled “Montreal, the city with a heart” was of great influence and represented the creative spark. Mary Wells of Wells Rich Greene also lays claim in her book to this forty year old, highly successful bit of place branding.

Absolut Vodka made a fairly indistinct bottle one of the most recognizable in the world. The original campaign, which featured print ads showing bottles “in the wild,” was so successful that they continuted for 25 years. It is the longest uninterrupted ad campaign in history and comprises over 1,500 separate ads. When the campaign started, Absolut absolut-vodka-absolut-peak-1207had 2.5% of the vodka market. When it officially ended in the late 2000s, Absolut supplied half of all imported vodka in America.

A few years back while working at Interbrand I heard a grand story about Peter Arnell of the Arnell Group. Both businesses were part of Omnicom. Peter was a noted character and larger than life. In fact, he was quite large in stature and took it upon himself later to lose a significant amount of weight. He was also known to be an exceedingly tough boss but most agree he possesses a brilliance for positioning products and services.

This particular story involved a prospective pet food client who was bemoaning the lack of growth in their industry. They presented Peter with undeniable evidence that pet food was a stagnant market. They could at best hope to steal a couple of points from aggressive competitors. Peter’s eyes may have glazed over looking at the pie charts and bar graphs. At this point, he is said to have made a dramatic pronouncement along the lines of, “I know how to double your market and revenue.” Read more