The Future of Advertising

This morning I read an article in Fast Company, which really got at why advertising is so tough now, why everyone is so lost, and why the people who were once known for building great brands are now bowing to computer geeks and search freaks. Read at least the first page to get an idea before you read on.

While I was reading, some words and phrases literally jumped right off the page at me:

"Fragmented consumer attention"

"Digital is incremental"

"Respond in real time to an unpredictable audience" [my god...]

And my personal favorite from the old guard, now so distracted by the geeks that they forgot what they came here to do:

"I'm a person petrified to fail."

These things sound to me like pretty much everything that good branding is not about. All this chasing. All these analytics. In fact, all this "essential" two-way micro-conversation with customers. Chase, test, measure, tweak, test. Who sent us barking up this tree? What a horrific concept of personality. These sound like the actions of a perfectly awful and avoidable brand.

Alan Watts said that we can peer down a microscope and say "Look! I've found something smaller than the atom, the electron!" And then someone else says that they've found something even smaller, the quark. We can keep going and going with all our new technology, but when will these particles stop getting smaller? What is it exactly that we expect to find? That we've really got them now! Found you!

What happened to building equity?

Now, on the opposite end of the spectrum we have the guys who seem to have it too easy in almost every regard (haters gonna hate):

Which brand is everybody's favorite? Apple. Right.
Which brand still buys TV and billboards? Apple.
Which brand builds brick and mortar stores you actually want to visit?
Which brand DOES NOT HAVE A TWITTER ACCOUNT?

Just sayin.

Photos are up!

Check out some of my photographic bits and pieces here: http://myvibe.zenfolio.com/

Probably my favourite TV commercial ever

Overheard

Girl to girlfriends:

"...and that's when I discovered Garnier Nutrisse."

Renzo Rosso says word

Postcard from America

Friends,

I hope this card finds you in good health. Things are well across the pond. Manhattan and its perculiarly evolved inhabitants have been more than hospitable to me and my work here. I have managed to immerse myself and mingle nicely over the months. In fact, I look forward to my first blackout Wednesday this evening in Pennsylvania - a tradition as old as pain itself I'm told.

While the physical threats and dangers of the African continent we know only too well, it seems instead that dangers here on the island are of the more emotional kind [I know!] and can creep up on a person faster than one can say I feel like... Thus, the local people are very generous with their prescription pharmaceuticals and many a time friends of mine have sent me on my way with a pocketful of Aderall or Xanax "just in case".

One thing, however, that will certainly not be tempered by such freely available chemical compounds, and of primary concern to me and my staff, is the positively cursed problem of "football". This rugby-substitute sport seems to have gained far too much traction here, especially on days such as Thanksgiving.

It seems that they simply choose to ignore the superior flow and complexity of rugby for lack of athletes capable of playing two forty minute halves without stopping. This cannot go on forever and we can only pray that the certain arrival of the metric system, and beer fit for consumption, will bring with them the great sport of rugby union.

During my time here I also noted a few things that might be of interest:

People stand in lines and only the office printer has a queue. If you ask someone if they are in the queue you will be met with only blank expressions.

The term excuse me is not meant to excuse any behaviour or to ask permission, it means Get out of my way. Please.

Between the months of June and September the underground trains are as godforsaken as a Brazzaville marketplace, and are best avoided at these times.

German automobiles are entirely unknown and someone ought to bring them here immediately!

Fondest regards,

Look at this house

Just look at it.



Richard Meier's Douglas House on Lake Michigan.

Alain de Botton - lovely stuff

I try not to post too many TED talks, or random Youtube videos for that matter, but every now and then I have to post the really good ones. Some more of my old favourites will no doubt follow.