Tag Archives: story-telling

Clarity of Vision by Oldsmobile

 

Recently I received some much-needed clarity and it came to me in the shape of an Oldsmobile.

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Rejected? Try Hippo Skin!

A hippopotamus has skin that’s an inch and a half thick and is 25% of its total body weight.  For an animal that weighs 1,800 kilos, that’s a lot of skin.

It’s almost impenetrable (some say bullet proof) and yet a hippo’s very survival out of water depends on a coating of oil it secretes that acts as a moisturiser and sun-screen.  So even though a hippo sports some of the best body armour in the animal kingdom, it still needs to adapt when called for.

It occurs to me that when it comes to dealing with rejection, sometimes hippo skin would come in very handy.
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Beer Brand Eats Own Young!

I’m not going to pretend that I know the exact thought process behind this, but from what I see here it looks like the beer parents of one brand are eating their own young.

In this case, the parent is XXXX Gold, a grand old staple of the Aussie beer fraternity.  The young is a new brand on the market in XXXX Summer Bright, Lion Nathan’s Cerveza-styled entry to the market.

Lion Nathan launched XXXX Summer Bright nationally earlier this month with a campaign that included outdoor (having been tested in several Australian geographical markets over the past year).

Here’s the Summer Bright campaign…..

Summer Bright 2010 outdoor

And here’s one of at least 5 billboards I saw yesterday on a cross-town trip.

XXXGold 2010 outdoor

The creative executions are vaguely similar but it’s the media choice (outdoor) which is the factor proving my headline most strongly.
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“Won’t bind your legs”

ActionJeans_ChuckNorris
Have you ever had one of those days where you learned absolutely nothing, gained no knowledge at all?  It feels empty and incomplete.

A day without gaining any knowledge at all is a day wasted, no matter what else happens, because knowledge is currency and one day you might need to draw on it.

Whether it’s trivial or mountain-shifting, edifying or entertaining, there’s always something new to be discovered. Learning a single piece of something can also start you on a trail of discovery that can uncover a whole series of thoughts, ideas and insights, which in-itself is always exciting.
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No Elvis impersonators

no elvis impersonators
I have only one creative rule: no Elvis impersonators.

I was presented with a creative idea using Elvis impersonators once.  It wasn’t pretty.

Some Elvis impersonators pay genuine homage to The King, but in general most of them are parasites, profiting from his brand or at best, making fun of a great artist during a period in which he was truly troubled (in fact I view Elvis impersonators in much the same way as politicians in that they probably get into it for the right reasons but eventually lose sight of why, though now I’m really off the track).

Other than that one rule, all ideas are game on as far as I’m concerned because creative daring is essential for breaking free from the clutter to get your story told and heard.
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Challenger v. Defender

You think and act differently when you’re the challenger (or at least you should).

Late comers to a market who desire growth are, by definition, challengers (as distinct from followers).

The category or market leader’s job is to defend their market share from attack, to stand their ground and to use all means they can to tell their stories, which are different to the challenger and usually focused on what made them the leader in the first place.

By contrast, the challenger has to be more nimble.  To take mind and (ultimately) market share from the leader, the challenger needs to craft their stories to attack the core strengths of a defender and tell them in a way that undermines the foundations of the leader and presents a credible alternative.

Communications strategies and tactics that get your stories right into the heart of where your desired audience works, plays and interacts, engaging their senses and emotions will drive your brand forward and start winding out the screws holding the market leader aloft.

Doing the same things as the defender is folly.  It only increases the chance that your stories will get lost amongst theirs, no matter how good, how differentiated or how valuable your offering might be.  It might work to start with but the capacity of the leader to ratchet up their attack is usually greater.  Existing in the shadow of the leader will eventually make you indistinguishable from them.

You’ve probably heard the business riddle: where does a 400-pound gorilla sleep?  Anywhere he wants.

That’s true but a nest of termites can eat the legs out of his bed and make him uncomfortable.