Innocent, 21 Jump Street, and why consistency requires constant change
In 2012 they made a new movie adaptation of the TV show 21 Jump Street, where two cops (Channing Tatum and Jonah Hill) go undercover as students in a high school to bust open a drugs case. Near the beginning it has this great scene which I think is, weirdly, very strategically instructive. Basically, although […]
The creative canvas – the key to building a charismatic business
Sometimes people ask me the meaning of my company name, Basic Arts. It came from the original idea I had for the business, which in essence was to embed advertising-esque creativity and artistry into the very fabric of the company itself, rather than limiting it to external “media”. Basic = foundational, structural, the bones of […]
Fit in to stand out
I have been guilty, I realise, of giving brands two conflicting pieces of advice: You should stand out You should fit in You should stand out, of course, in order to lower competitive pressure, be noticed, and claim market territory. But you should also fit in, because this enables you to borrow certain well established […]
Nickelback, Starbucks, and the power of in-authenticity
Everyone agrees, apparently, that it’s good for a brand to be “authentic”. So much so that it’s become one of those overused words that people are increasingly embarrassed to use: like “engagement” or “purpose” or “millennials”. We all know authenticity is good, there’s no need to go on about it. But then again… is it? […]
Know your enemy
A couple of days ago I came across a great anecdote. It concerned the skirmish that broke out in the early 1750s between an Englishman called Jonas Hanway, and the hansom cab drivers of London. Hanway’s crime was being the first umbrella user in the city. Prior to that point umbrellas had only existed in […]
The problem with marketing, and how to fix it
Something is wrong with marketing. Looking back at my clients, I struggle to think of any that have a wholly positive relationship with it. For example: For those who invest heavily in marketing strategy, it often becomes a confusing and expensive burden; all convoluted brand pyramids, wheels, houses, and onions; built via excruciatingly protracted conversations […]
Be what your customers are not
Occasionally I’ve seen it noted that the more normal, safe, and suburban someone’s life, the more gruesome and unpleasant the novels they like to read. There’s a great line in the sitcom Peep Show where socially awkward Mark thinks to himself: “Look at me; I’ve got a girlfriend. A proper girlfriend reading a best-seller about […]
If in doubt just be weird
A rotting lion carcass, being devoured by bees. I was surprised to learn the other day that this is what is depicted on the logo of Lyle’s Golden Syrup. Not exactly what most would consider appetising, but it does have a certain logic to it. The origin lies in the Biblical tale of Samson, who […]
The targeting paradox – why the best brands appeal to almost nobody
If I was going to recommend just one piece of research to my clients – or indeed any business – without hesitation, it would be this: Find out who buys your product. It’s a fairly common theme for research, but even so, I’ve found that surprisingly few brands have a good handle on it. Pretty […]
Nike and the concept of “cultural innovation”
When I want to make a point about strategy, I often refer to a famous brand in order to do it. So does everyone of course, and because there are so few brands out there who are strategically interesting, the same names always get repeated. To be honest I always feel a bit embarrassed to […]