Following on from Louann King's Listening initiative - here's a useful guide to facilitating being heard.
As part of advocating for diversity we have to make one another feel like we belong and be prepared to invite ideas and conversations from everyone in the business.
Diversity is more than just redressing the terrible inequity of gender (etc) representation and reward - it is about producing the best ideas to compete in the market. That means a small team like ours has to nurture one another's views and help each other get better to do better.
What do you think? Is this a helpful model?
As part of ongoing research (a.ka. time wasting) I came across this fascinating series from the makers of VOX videos on the web. It addresses the rise of interest in food as genre on social platforms.
You might find them interesting and entertaining - filled with tips to propel your Instafame - or there might be clues embedded for developing programmes for clients.
There are four episodes, they're short and worth a look.
Tech. Facts sell tech, right.
Not in this case. Apple, once again proves its capability to move the conversation from the head to the heart.
This charming spot is packed with 'information', but none of it relates to speed or other performance related parameters you might expect. We see the Apple pencil being used with the new iPad (we kind of deduce that it's the new iPad - because Apple only advertise the next thing) - which unlock the creativity of the kids having a ball doing their homework - experimenting, exploring the world around them and creating… there a joy to the whole shebang.
And, let's face it - consumers can see the details on the eCommerce site . How modern.
What do you think of the spot?
We had our ceremony to let go of bad habits. Burning talismans of terrible behaviour. The fire department were on standby but stood-down. The high priest of productivity preached his invocation to the gods of goodness and a searingly good gin cocktail quenched the fires of frustration and futility that feuled 2017.
From the embers rose Richards replacement list bestowing behaviours to be appropriately appropriated by BrandWorlders.
Things for us to live by in 2018
Better…by a little…on every project.
Radiate…energy and enthusiasm.
Now…is the time to do that task
Do Work…that surprises everyone
Own a problem…if you see it.
Restless…with the status quo
Listen…more than you talk
Do what you say you're going to do
There's a school of thought that argues you should not disagree with someone if you want to persuade them of your point of view. There's a case, made in a book called Yes, And… that you should amplify the goodwill by amplifying a sense of agreement and collaboration.
The authors of Yes, And… come from Chicago's Second City improv comedy club. "The theatre troupe presents ensemble-based, improvisational comedy. Its actors team up to co-write every performance in spontaneous collaboration. Second City also teaches its cooperative, improvisational – or “improv” – techniques in its corporate consultancy work. Nissan, Motorola, Google, Nike and other firms send employees to study its improv collaboration, fast responses and active listening methods. As hierarchies prove increasingly less effective and businesses grow more fluid, only the most nimble and creative will prevail.
– Improv springs from two words, “yes, and.” When someone offers an idea, respond “yes” to welcome the concept. Then say “and” before reacting. This attitude opens your consciousness to infinite possibilities. Saying “yes, and” means exploring every idea that arises, including ideas in danger of being “judged, criticised and rejected too quickly.” This lets you explore potential new paths without self-consciousness, fear or embarrassment. When people say “yes, and,” they can work together openly."
The video above asserts another perspective on the use of language to persuade. It may seem contrary to the proposition above, but it's interesting and worth considering. How can you use 'but' and 'so' to make a persuasive case. I've been watching this guy's videos off and on for years and often find them useful - interesting how he has evolved his presentation over time.
You can read an abstract of the Yes, And book here:
Ikea have made this genius ad for their nursery furniture. (Thanks Rachael Weaver for the heads-up) .
Featured in a women's magazine; readers are enouraged to put a drop of urine on a panel. If their pee has the hormonal marker for pregnancy it activates a special offer printed on the page, but only visible when the chemical reaction occurs.
You might think it is a vaguely disgusting idea (it is). But it is also brilliant. Competitive (a retail offer), relevant (women who are pregnant will need cribs and other paraphernalia) and distinctive (very).
The idea has a combination of the very mundane and real with the novelty of being provocative and different. it also joins the dots of salient messaging, creates a memory through active experience and positions Ikea as a brand in touch with the reality of their customers lives.
Whilst it crosses the lines for some people - it might seem in poor taste to some -it is also a simple acceptance of biological function - along the lines of the Moon Cake Bakery story we discussed previously.
The lines of decency change constantly (why this summer I even noticed women showing more than their ankles at the beach). Sometimes we need to adhere to conventions and sometimes we need to take the risk of nudging boundaries. In the environment of Family Health Diary, for example, our relationship with consumers, established over 20 years, might give us licence to stretch boundaries and offer clients a competitive advantage - using our brand as a buffer.
What do you think?
Join in…leave a comment.
Not long ago advertisers would never have dreamed of using the expression 'bugger' in an ad.
Then, in a blaze of insight and creative genius, Toyota and their agency Saatchi & Saatchi created an ad where things went wrong in a farm that relied on the Toyota Hilux to perform many of the jobs that farmers would immediately understand and townies would find fascinating (like pulling cows from creeks). When things didn't quite go according to plan the farmer would laconically intone…'bugger'. The kicker comes at the end when the huntaway dog is called to get on the back of the ute but mis-times and ends up splayed in the mud. Dog says 'bugger'…Genius ad that almost immediately became a part of the vernacular,…and lowered the bar for vaguely sweary language (ads typically are held to higher standard than the programming around them).
As a foot note the idea that the Hilux is utterly reliable - even when things go wrong was never spelled out.
One of the most significant areas of opportunity for BrandWorld in the coming months and years is to address the issues of an ageing population. It is one of the greatest concerns for governments and policy makers all around the world - and, ironically, one of the least for the advertising industry.
We have talked about this often through the years (believe me it was one of the first topics we discussed 20 years ago and even toyed with a concept called 'Ageless' - back then I was 35, it might be time to actually do something).
There are far more dimensions to the issue than health. In fact, when you look at the report below, you will see that improvements in health have been built on over a century of steadily improving social conditions, technology and things like diet (or access to affordable, good quality food and water).
One of the take-outs is to see populations in the round, as whole and integrated beings, rather than simple caricatures - in a post-demographic era, where we have access to granular data, defining people even as 'personas' is no more valuable than using astrological signs to plan.
This is a primer - there are discussions to be had…
Why 65 isn’t ‘old’.