The Airline Experience: Is it the Seat or Your Seat Mate?

For over 15 years I traveled more than six months annually. This included visiting nearly 40 countries and lots of time in New York. I like to claim I have stayed in every hotel in Manhattan. The latter is bravado as the number is closer to 35 hotels while Manhattan has 258 hotels but I am getting off topic. The point of this piece is to discuss how we get places.

Have you seen photos flight experiences in the 1950’s and 1960’s? They actually carved meat in the aisle and shook fresh martinis! Never mind everything was mixed with cigarette smell. That would be a big trade off for me personally.
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Air travel today is definitely unglamorous. The experience begins with pricing which never makes any sense. I believe airline pricing algorithms are satanic and those administering them are drunk. At the airport you pay at every stop…parking, luggage. Speaking of stops. Getting onto an airplane involves so many lines it is like queuing to get bread and meat in Soviet Russia.

Getting onto an airplane involves so many lines it is like queuing to get bread, meat and batteries in Soviet Russia.

Then you get on the plane. I am a relatively short fellow so legroom is not a problem but my personal space does get invaded. The New York Times reported that, “Seats were 18 inches wide before airline deregulation in the 1970s and have since been whittled to 16 and a half inches. While seat pitch used to be 35 inches and has decreased to about 31 inches. At the same time, the average man is 30 pounds heavier today than he was in 1960 (196 pounds compared with 166 pounds) and the average woman is 26 pounds heavier (166 pounds, up from 140 pounds).”

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What Happened To Advertising? What Would Gossage Do?

A review of the book: What Happened To Advertising? What Would Gossage Do? by Massimo Moruzzi and Roberto Grassilli

While there are quite a few misdirects in this book, its frenetic pace and desperate tone are highly entertaining. That along with its short length has it come across as an impassioned speech for change. These short excerpts give you a sense:

– “Hype and B.S. are nothing new in the world of advertising, but things are getting out of hand.”

– we need “to end the delusional thinking and start doing creative work that actually sells products”

– “That’s when I learned that stuff that doesn’t work…that’s code-named ‘branding’.”

– “When and why did the absurd idea that you can create a brand just with ads – worse, with vague ad empty ‘branding campaigns’ – come to pass”

– “Mediocre agencies found it simpler to babble about values, positioning, branding, etc. than to do the hard creative work necessary to say something interesting enough about a product to help move it off the shelves.”

What-Happened-To-Advertising

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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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Love It: 750 Million Packets of Lovehearts

This blog was posted on Valentine’s Day for obvious reasons. Love Hearts candy were one of my favourites growing up. It was actually for the taste not the romantic messaging (though they were fun to share with the ladies). The confectionery from Swizzels Matlow of the UK actually come in six flavours.

  • White: plain, sherbet-like, slightly tart vanilla flavour
  • Yellow: sherbet-like flavour with a distinct sharp lemon aftertaste
  • Green: slightly lime flavour with a sherbet-like aftertaste
  • Orange: sweet flavour with a slight orange aftertaste
  • Purple: unusual, slightly perfumed berry-like flavour with a strong aftertaste
  • Red: cherry flavour

 

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There are over a 150 different messages that appear on the candies. It is uncommon to find more than 3 repeats in a packet of 20. Some messages are:

  • All Yours
  • Be Mine
  • Call Me
  • Date Me
  • Dream On
  • Hot Lips
  • Kiss Me
  • My Boy
  • Text Me
  • U Rock
  • You’re Mine

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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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What Marketers Need to Know for 2016

In two weeks time I will be a keynote speaker at an event titled, Foresight 2020: Setting the Marketing Agenda of Tomorrow. All content is focused on the marketing landscape in 2020. Looking out five years is a tough exercise when it is difficult even to predict one’s next quarter performance. Strategic planning and forecasting are based on process and science but any positive predictions seem more like magic these days.

In preparation for the event, I did some good old Google research. Once I had glanced over the reams of unsubstantiated ideas of where our world is going, I was left with a handful of credible pieces of work. Credible means they came from a reputable source, employed solid research, andAAEAAQAAAAAAAAYLAAAAJDI0OTIzZDk1LTQ4ZjItNDgyMy05OTBkLWQ1NDhiYTBmODRkMA arrived at substantiated insights. In all of this, I was struck by a trends and insights report from The Ford Motor Company (Ford-Trends-2016).

The PR folks at Ford boiled down the report to this pithy summary, “Ford’s new 2016 trend report reveal a renewed sense of inspiration and ingenuity among consumers striving for a better quality of life in the New Year, motivated more than ever to make the world a better place.” Lofty stuff and a bit hard to interpret until you get into the meat of the matter.

The report speaks of an “underlying sense of disillusionment” among consumers. However, these down and out people will be “more inspired to defy the odds and use innovation to embrace new platforms for change”. In reading the report, I was surprised by the ambitious response it suggests will take place. Ford believes there is a coming combination of “technology, sustainability and collaboration” that will “help create solutions to improve how consumers live, noticia9881hwork and even travel in the future”. Of course, we have to note that Ford has its own agenda and it does not take a marketing degree to see that this preamble serves its purposes rather well.

Still, this underlying sense of budding optimism is worth noting as is the upending of traditional ways of thinking. The report notes that, innovation and technology will continue to rapidly transform culture and consumer behaviour. What follows below are the chief findings with my commentary on what it means to marketing.

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2015 Top-Drawer Business Books

Welcome to the 8th edition of Top-Drawer Business Books

Too many business book lists are narrow in definition. As Robert Weider said, “Anyone can look for fashion in a boutique or history in a museum. The creative person looks for history in a hardware store and fashion in an airport.” The Top-Drawer list is less traditional and duplicative to others. That is why the list includes, and is sometimes dominated by, books not categorized purely as “business”.

Screen Shot 2015-12-04 at 12.55.48 PMWe always avoid books promising four-hour workweeks because they are fables, over-simplified and prescriptive how-to works that are vacuous and dangerous, and so-called inspirational books that are trite, lite and ineffectual. These are all tossed aside when one experiences the blunt adversities found in actual commerce.

There are no shortcuts or magic panaceas in business. We have to do the work even when reading. As John Locke stated, “Reading furnishes the mind only with materials of knowledge; it is thinking that makes what we read ours.” We encourage you to read the selections here and make the Screen Shot 2015-12-04 at 12.57.16 PMknowledge yours.

The list includes books released in 2015 that are top-of-mind, notable, relevant, well written, applicable, thought-provoking, and innovative. Our last bit of criteria makes the selections tougher to determine and that is timelessness of content. We love sharing the Top-Drawer list because so much of success in business is predicated on great storytelling and these selections exemplify that skill.

This year 13 make our list, 4 more than last year, and are presented in no particular order. For the first time, fiction efforts are included for the amazing lessons they carry if one is open to the education. For fun, we have included a separate list of 8 timeless business novels.

Remember, life is too short to drink cheap scotch or to read books that are not Top-Drawer. So keep these selections within easy reach for repeated reference. Access the list here, TopDrawer2015Final.

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

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The Evolution of the TV Tray Table

Remember those gaudily decorated, cheap metal fold-out trays? With the advent of a television in every home in the 1950’s, families soon needed a way to hold food and beverage items while watching one of the three available channels. The TV tray table quickly became a must-have. Their IMG_2165design and ubiquity make them an undeniable pop culture icon.

So what came first the TV tray table or the TV dinner? National advertising for TV tray tables first appeared in 1952. Two years later, C.A. Swanson & Sons introduced the frozen TV dinner, marketing it as an easy-to-prepare, fun-to-eat meal, with a disposable tray that reduced clean-up time. The TV dinner tapped into excitement over television and the tray table was there to literally lend support. By 1960, nearly 90% of American homes had a television and a similar percentage had a TV tray table set.

My family had one. There is a pretty good chance you had a set too. They were loyal little things. We know Walter Frederick Morrison invented the Frisbee, Gregory Goodwin Pincus devised the oral contraceptive pill, Bette IMG_2164Nesmith Graham came up with Liquid Paper, Richard T. James brought us the Slinky, and William Greatbatch tinkered until he had the pacemaker. Sadly, the inventor of the TV tray table has never been credited.

The original models consisted of a metal tray with grips mounted underneath and a set of tubular metal legs with rubberized tips. The grips secured the legs, which could be opened up to support the tray, or collapsed for storage. When not in use the four trays were housed in a rack out of the way but always within reach.

TV tray tables are retro because for a time it seemed that they had entirely disappeared. That is, unless you happened across them in an aging family member’s home or at a garage sale where they stood like sad sentinels next to dusty wooden golf clubs and rusty gym weights. The fact is they never went IMG_2162away.

I am here to tell you that they evolved. In fact, when I set out to write this I contemplated calling it, “The Return of the TV Tray Table”, but that is inaccurate. They can be found in homes everywhere albeit in slightly modified, more progressive forms. These helpful friends are examples of furniture Darwinism in the home.

Early tray patterns included nature scenes, food illustrations, and later even television characters. The look of the trays emulated aesthetic trends of the day. See, they were always adapting. The original tray tables are still made today, some in retro styles mimicking the IMG_2158old ones. Others now come in sleek metal and wood modernist constructions.

The trays are marketed not only as platforms for food but as side tables, desks, and beverage trays. The recent retro fascination with repurposing and reusing items from yesteryear extends to the TV tray. They are popular particularly in small living spaces given they can be tucked away. In this era of Netflix binge TV watching and continuous Internet connection, more and more meals are being consumed in front of a screen. This may be sad for society but guarantees a long life for the TV tray table in all its incarnations.