brand lessons from Ralph Waldo Emerson

Make yourself necessary to somebody. Do not make life hard to any.

The louder he talked of his honor, the faster we counted our spoons.

The only way to have a friend is to be one.

The world belongs to the energetic.

A man of genius is privileged only as far as he is genius. His dullness is as insupportable as any other dullness.

Character is higher than intellect... A great soul will be strong to live, as well as to think.

Don't be too timid and squeamish about your actions. All life is an experiment. The more experiments you make the better.

What you do speaks so loud that I cannot hear what you say.

He who is in love is wise and is becoming wiser, sees newly every time he looks at the object beloved, drawing from it with his eyes and his mind those virtues which it possesses.

A foolish consistency is the hobgoblin of little minds, adored by little statesmen and philosophers and divines.

Ralph Waldo Emerson

some more thoughts on strategy, agencies and the industry

some thoughts on strategy and agencies

The agencies that will survive/thrive in the (near) future will be structured as the BDA’s (big dumb agencies) of today. They will be international conglomerates that do full service work and help the client grow successfully into profitable companies. Jusqu'ici tout va bien.

Ideology and recruitment
The main difference will be the following. The agencies will limit themselves to the clients they will assist. Some get it, some don’t. Those who do will get help. What that it is, we all know. It is not just bottom line, not just the lowest common denominator, not just satisfying the boss above you, not being non involved with the business, because you have no vested interest in the success or failure.

It’s a state of mind, a inner manifesto, based on part naïveté, part reckless ambition, part idealism, part stubborn feeling that there is a better way of doing things (this a personal view of the world, I admit, but go look at the people/things you admire and you will see these elements surface).

The problem with the agency of tomorrow is, the same as the discussion about the role of advertising in general in the future. It’s always from the angle of service. Submissively catering to the needs of the client. That has to change or everything else is just dryfucking.

Agencies need to choose clients, better yet not choose clients. It is neither the execution, nor the work nor the strategy; the fight is in alignment of worldviews and the destruction of institutionalizing effects. We want to have successful families with sound values that can grow and evolve, not one night stands.

For better or for worse we will need to demand from our clients that they state a point view publicly that is ours. The talk need to be about fundamental, not instrumental reasons for doing stuff/going about stuff. Middle or wing is detail work. But we have to demand a show of colour. It’s not about one word, brand energy or any tactical proprietary tool/system. It’s about ideology.

Matchmaking
Business strategy will be more replaced by the achievement of audacious non business goals across multiple types of business (since you will have blue and red business in tech, food, logistics, non profit) and regions, religions that need to be achieved via business funds (think providing every kid in Tanzania with an education till the age of 16 instead of 12, or new technologies or what not). Multinational clients cram local territory, yet still function as silos when it comes to solving problems within the territory they operate in.

It’s the role of the agency of the future to pick businesses that fit a certain mould, connect them with local consultants from the agency, who will help the business grow and keep focus on the grander ideological goals. To spot business opportunities with other likeminded business to achieve growth.

Forget media neutral, transmedia, matchmaking is our business. Once again, fundamentals, not instuments. Instead of servicing one client we shift to becoming middlemen that connect those who can do more without us than with us interfering. That means design, movie producers, farmers, whoever can help solve the problem and advance the business towards the non-business goals.

to be continued


NH

note to self: strategy is...

"Real strategy lies not in figuring out what to do, but in devising ways to ensure that, compared to others, we actually do more of what everybody knows they should do."



"You can't achieve a competitive differentiation through things you do 'reasonably well most of the time.' "

"The necessary outcome of strategic planning is not analytical insight but resolve."

"Strategy is deciding whose business you are going to turn away."

David Maister (via TomPeters)

What do we do now? Help Obama during first 100 days in office

The above clip was the inspiration;

Obama is the side chosen;

Facu is the partner in crime;

the work is: WhatDoWeDoNow

It's very beta, so if anybody wants to help or shoot it down, chip in.

weapons of choice pt 5

weapon of choice pt 4: stuck for inspiration

Oasis are mad for the Beatles.

Little Steven has love for garage rock.

Nickelback are stuck in the Seatle grunge sound.



When it comes to inspiration I have to admit I am also stuck.



Certain albums, movies, books always seem to offer up deeper insight than the last time I checked them out.



Same goes for the era in advertising called "the creative revolution". The time of Bernbach, Krone, Lois, Koenig, Callaway, Della Femina, Gossage.



Although the current times offer up a great deal of stimuli, food for thought and are truly interesting times, when in comes to all out-aim for another universe- type inspiration the 60's are my era.



Perhaps it's the fact that they were pioneers, troublemakers and the art of advertising was held in higher esteem. Sure it's a sentimental view, and there was shite back then, but still..



But strip all that away and what get's me everytime is the power and abundance of the ideas. Some would say that it was also the era of the mass media, and you could buy your way into popular demand.



Perhaps. But mostly thought it is the sheer audacity and freshness (after all these years) that stands out. There is no need to contexualize the work (like say some of the work that was done prior). There is no need to explain the thinking behind it. it speaks for itself.

So here's to the brave admen and brave clients, to sharp ideas and great execution.

And here's to hoping that the next decade out shines the 1960's. It's about time, don't you think.