Came across this quote (actually a response to an adliterate blog: Are brand ideas too big for advertising) by Sir Winston and man is his thinking dead on:
“Planning is, these days at least, an utterly futile activity (and a very dull career). The instructive paradox is this: the brands that planners really admire (Innocent, Apple, Nike, Starbucks) do not and have never needed Planners to tell them what they're about. And the brands that Planners actually get to work on (the Vodafones, HSBCs, and BTs of the world) do not and will never care about any of this high-falutin' brand stuff anyway. So if you want to work on a cool brand, go and create one. Or, as a second best, work for one. But don't 'Plan' on one or hope you that you will have any real affect on the brand you Plan for. It is a (admittedly frequently amusing and entertaining) waste of time.”
That's why hearing Adam Gayner, inventor of Fred water, speak at this year's PSFK Conference in LA was absolutely inspirational. Passionate planners want to make a difference. They see opportunity where others just see research data or focus groups (gosh do I abhor the idea of focus groups - the enviornment is just so fabricated). They believe in the brand and the difference the brand can make in the world. The feel the emotions the brand can bring to consumers (joy, pain, nostaligia, confidence, friendship). Passionate planners go beyond the research or trending aspects of their gigs and desire to make a difference with their brand leading the way.
Sadly, Sir Winston isn't really off. Too many times, marketers don't understand the power and role of their brand and instead diminish it or mute it. And planners either fight for what's right or just become another cog in the machine.
10/26/07
Death of Planning
10/25/07
10 Ways To Light A Fire Under Your Ass by David Armano
David Armano is one of my all time favorite bloggers/strategists/person and I've only read his views on the world online. Would love to work for such a brilliant person. Completely inspirational. Click on this link to read more about 10 Ways to Light a Fire Under Your Ass absolutely awesome. I'm a sucker for this stuff.
1. Call out the elephant in the room
2. Offer up solutions
3. Write a manifesto
4. Seek opinions
5. Share something personal
6. Shake up your career
7. Do something that scares you
8. Tell a story
9. Evangelize
10. Know who (or what) you are
A Little Matt Nathanson on a Tuesday
Melee:
10/22/07
Austin Event Worth Noting: Pecha Kucha 10/25
New event in Austin for the creative minds and admirers in the area. Pecha Kucha begun in Tokyo in 2003 as a controlled creative convergence of designers, architects and other designers and artists. In Japanese, "pecha kucha" is a phrase meaning chit-chat. Similar to Likemind, Pecha Kucha gathers likeminded people to share thoughts and stimulating conversation; the difference with Pucha Kucha events is that a select group of about 10 presenters are invited to show their work in short formats (20 slides/20 seconds per slide). The analogy they use is speed dating, but more fun. I will be attending this Thursday's Austin Pecha Kucha so I will have more to share with you then. Never been to speed dating so don't know if the previous analogy will hold true or not.
10/17/07
Going Bronde
Rise of Collaboration
Is the rise of the idea of collaboration a reaction to our present-day reliance on technology (i.e. email)?
Is this the start of a movement that brings back the value to human interaction and slows down the adoption of artificial intelligence? We all know that AI is the next big technological advancement that will drastically shift how we behave and interact.
Thoughts?
Quote of the Day
"The perfect is the enemy of the good."
- Not sure who originated this saying, but this little piece of wisdom was passed down to me from C2
- Think about it: Don't be stuck by perfectionism or being afraid to try.
Fallon's Description of Connection Planning
So here's how Fallon describes Connection Planning (at least when it comes to recruiting). I like it. Having lived it - if it's done right the below is very very true and when done like the below is when it's most effective.
The part that's missing is that this a collaborative position. You can't do all of the below (at least not successfully) without collaborating with every department within the agency halls. You'll be ruffling feathers (specifically with account planners and media planners) and you'll need to foster a trusting and amicable working friendship specifically with the aforementioned departments AND creatives. Creatives are Connection Planners best allies. Love them, trust them and bounce ideas back and forth off them.
From Fallon's blog:
http://fallontrendpoint.blogspot.com/2007/04/help-wanted-connections-planners-fallon.html
You might be a Connection Planner and you don’t know it. If you work in politics and your job is to create complex communication strategies to narrowcast to multiple target audiences all towards one big defining win. You think of everything as an opportunity to extend your message: the photo op, the setting, the PR spin, the sound byte, whether or not to tell people the candidate windsurfs . . . You have passion for using communications to convince people to believe in something – a person, a cause, an idea.If you work in the media department of an ad agency but you’re a strategic thinker. You find yourself awash in tchotkes, boondoggles, flow charts, and Excel spreadsheets. When what really interests you is the big idea. And we’re not talking about tactics, we’re talking about the big strategic idea. The thing that makes it all go. You’re more interested in building the Velcro wall for the other guys (some who work in media) to know what should stick.
If you work in music or film and your job is to give albums or films their moment in time. You understand the communications complexity to making a film “open” weekend one, and the necessary actions before and after. You understand how the Web has changed music, and that some of today’s most popular bands were built by pasting small together over and over until it was BIG (see Fall Out Boy, Panic at the Disco, etc.), and by urban street teaming and word of mouth (see hip hop, the mix tape).If you work in planning but your heart is in popular culture not research. If you find you’re less interested in giving birth to the big idea, and more interested in raising it in today’s fascinating new media world.
If you consider yourself more street smart than book smart. If you think you can learn a lot about communication strategy from American Idol, P. Diddy, and match.com. You’ve read the marketing books, but you want to bring them to life, to take action, not just philosophize. You know what's wrong, now you want the opportunity to do something about it.Sound like you?
If so, you’re already doing Connection Planning. Call Fallon to get paid.
10/16/07
Where Do Connection Planners Belong
Where oh where do Connection Planners or Consumer Context Planners really belong? Are they most effective in a media agency where in the past account planner types didn't have a spot of the team roster? Do Connection Planners also have a role at creative agencies where account planners are capable of pulling similar insights? Or do they have a role at neither?
I'm really curious to hear what others have to say about the most effective place to have Connection Planners. My hunch is that Connection Planners should:
- definitely live at media companies like the Starcoms and Mediavests of the world where "account planning types" were non-existent.
- not exist at creative shops that don't have a media department. What's the use there? creatives, account planning and partner media agency should be able to step up to the plate.
- not exist at full service shops that already have account planners and media planners. Both account and media planners need to be able to think beyond the brand loyalist and beyond reach and frequency to make it in this new media world. They need to rise to the occasion and be uberplanners.
...next entry to make us aware that account planners are spread to thin. we're often on too many accounts which unfortunately doesn't allow us to effectively be uberplanners.
10/12/07
Why People Bond With Brands & The Role of Design
One of my favorite books, Emotional Design: Why We Love (Or Hate) Everyday Things, was referenced in the below MIT blog post about a study that was done on how people bond with brands. What you'll witness below is the no duh, big a-ha phenonema.
"During the doctoral research, Ruth Mugge investigated the topic of product attachment – the strength of the emotional bond a consumer experiences to a specific product. Based on literature, four factors were distinguished that can influence product attachment:
1) self-expression (can I distinguish myself from others with the product?)
2) group affiliation (does ownership of the product connect me to a group?)
3) memories (related to the product)
4) pleasure (provided by the product).
Although these factors are all relevant for stimulating the experience of attachment to products, they differ in the degree to which designers can influence them through product design."
Agree! Read the aforementioned book to learn more about the submimenal effect design has on consumer and user emotion.
Likemind Austin Friday 10/22
Friday 10/22 @ Jo's Coffee on South Congress.
if you think unconventionally and aren't afraid of some stimulating conversation, come by.
cup of jo provided by Anomaly. conversation provided by the crew
friday's topic will center around the question, "If you could start from scratch, how would you rebuild your city?" think: community, sustainability, relevant brand experiences.
questions? email: margaretmariani@gmail.com.
see you there.
Quote of the Day
10/11/07
New Online Brainstorming Tool
Accidentally came across a new (it's still in beta) website, Brainstorm Exchange. It's a great idea. Don't think it's there functionally; however, it's still a fabulous idea with a lot of potential.
Description from the site: "Brainstorm Exchange works by bringing together people who have ideas with people that need ideas. Brainstorms can be started on any topic by anyone who is looking for ideas. People who start brainstorms set out how they will reward people who contribute great ideas with cash, discounts, merchandise, etc. Joining brainstorm exchange to contribute ideas is free." However, adding your own brainstorm costs $$$. This is the one problem that I found with the site. The opportunity is to build an advertising model. Open this up, gain lots of users, charge advertisers to be on your space.
A pay-per-brainstorm model (and it's not cheap $25 at least) is my barrier. Need to know it works before I invest. At least give us one test brainstorm before charging. Simple.
Revolutionizing the Music Industry
Stand up and applaud.
Rather than conforming, Radiohead is evolving the music industry. Allowing consumers to decide what to pay for their new album release, In Rainbows. Since parting ways with label EMI, Radiohead is using technology to not only promote, but distribute their content.
That's pretty cool. I admire a band, really anyone, who breaks the mold and thinks outside the box.
The other aspect of this album release, is that the band didn't set a price point for their content. Instead, they are letting fans decide how much they want to pay to download the album. Actually, you get one of 2 options: (1) pre-order the discbox (and you'll have to 40 pounds) or (2) pre-order the download of the album (you name your price).
This isn't a prank. It works. I tested it myself - thinking no way is a content producer going to allow free distribution of their hard work. But, luckily, I was wrong. I am in the process of downloading the new album. Thanks Radiohead. Can't wait to put on my headphones and listen to the new jams.
This is the beginning of a trend and evolution in content distribution. This past month, The Charlatans decided to give away their new album over the Web, also without help from a record label. Tim Burgess, the Charlatans' lead signer, told The Sunday Telegraph: "I want the people to own the music and the artists to own the copyright. Why let a record company get in the way of the music?"
The other trend to keep an eye on is the powershift that's occurred with content producers and distributors. With technological advances and the rise of consumer driven content, content producers have more control (thus power) over distributors. Content producers now have the ability to distribute content on their own - with no or little help from traditional distributors. It's an interesting shift that's worth keeping a keen eye on.
Any additional thoughts or different points of view on this development?
10/9/07
Quote of the Day
“There has been a lot of talk about new ideas today. Well, new ideas are fine…but the are also ILLEGAL. Because they are a form of ageism.”
