We off that October 5, 2009Posted by David Gillespie in creativity, music, philosophy.
Tags: business, Katie Chatfield, Nike
While looking at Katie Chatfield’s blog last night and thinking about the various ways I’d like to be like her when I grow up (I’m sure she’d say she’d like to be like her when she grows up too), I stumbled back across a post she’d made in May of this year on “done”. I liked it so much at the time I printed it out and stuck it on the glass door to my office, though I’m not sure anyone else got it (complete aside, taking the time to turn something in bits into atoms surely has to be the most you can like something, ever).
Re-blogged below for the sake of further cementing its awesome-ness, here it is in full:
Something I preach and rarely practice is the importance of just doing, and not waiting for perfect because perfect never happens. My musical self, all nerves and insecurity, decided to make good on threats to be less hypocritical, and found once it started it was actually fine and better than expected.
Done is the engine of more, and the important thing is to have done it, not talked about it. If Nike’s slogan had been “Just practice and be ready to do it at some point”, then odds are they wouldn’t be the rock star brand that they are.
The point of done is not to finish, but to get other things done. Amen.
(and we’re done!)
You were always on my mind September 30, 2009Posted by David Gillespie in branding, strategy.
Tags: 20th century, Apple, Brand, Mind, Nike, philosophy, Society and Culture
In a meeting yesterday as I sat dreaming up ideas to make my wealthy clients even more money, someone blurted out “We need to ensure they stay top of mind” which I didn’t like at all. It sits alongside “the big idea” and “single-minded proposition” as a decidedly 20th century approach, and the reality is none of the brands people really want to be have anything to do with being top of mind.
The top-of-mind approach in fact is a challenger brand’s mentality. If you aspire to be top of mind you’re clearly not winning in your category, and you’re likely spending a good deal of time and energy just trying to compete. It’s the same as making a case for a piece of work focused around time with brand, while never pausing to consider just how much time is spent without.
The trick to both of those things is that the brands that are really thought of as top of mind, the Apples and Nikes and what have you, aren’t top of mind at all. In fact if they were to become top of mind, it would be a step back in some ways.
Those brands transcend any notion of “mind” and instead ingrain themselves in culture. I don’t just think of Apple when I’m shopping, and I don’t just think of Nike when I see someone run. They are the brands everyone else wants to be because nobody pauses to think about them.
So don’t bother with top of mind. Save that for the guys in second place, they don’t know any better anyway.
image courtesy of Esparta with thanks to compfight.
When you say nothing at all September 9, 2008Posted by David Gillespie in branding, marketing.
Tags: Blackberry, Coca-cola, Coke, McDonalds, Nike, The Happiness Factory
Given my Blackberry has died another horrible death, I don’t have the photo I took specifically for this post. Actually it isn’t quite true to say my BlackBerry has died, it still works, the screen just doesn’t show anything other than white. Is this the device equivalent of being blind or in some way physically incapacitated? Yes, it can still do all of the things the manufacturer says it can do, I unfortunately don’t know the entire menu system backwards and thus am not sure where to press. My fault clearly.
Coke. My friends at Coke. You currently have an outdoor campaign plastered all over the bus stops and tram shelters of Melbourne – probably the country. The ad shows a young man gripping the sides of a Coke bottle with either hand while the copy says “Hold on and enjoy the ride.”
You are Coke. You have one of the best known brands the world over, a brand that, unlike the McDonalds or Nike’s of the world, has managed to escape much of the multinational & eco hoo-haa that has plagued many other symbols of popular culture. The Happiness Factory was genius, and positioned the brand at the edge of advertising, where original content is employed to tell stories beyond the scope of a soft drink.
And the only story you have to tell right now is a new bottle shape?
You should be ashamed of yourselves. And somebody should definitely get fired.
A new bottle.
Sweet mother of all that is good and pure, what a waste of time.
The song remains the same July 11, 2008Posted by David Gillespie in branding, marketing.
Tags: Apple, Budweiser, Cadbury, Carlton Draught, McDonalds, Microsoft, Nike, Vogue
1 comment so far
“A great brand is a story that is never completely told.”
I just clocked this over at TIGS, what a great quote. I was sitting having breakfast with a good friend yesterday morning and he was wondering aloud why some brands that couldn’t possibly have been bigger all of a sudden become tiny before disappearing completely. He was talking about a particular American beer (whose name I can’t remember) that was the Budweiser of its day (I couldn’t imagine saying anything more insulting about a beer, except maybe this).
This has me thinking about brand extension – do brands therefore extend themselves because they finish the story they set out to tell? Once extended, do they find their story wasn’t al that interested in the first place?
Thinking about the uber-brands, Cadbury certainly has story left to tell, as does Apple, Nike, Vogue, who else? Contrast that with brands that we perhaps know too much about, like Microsoft or McDonalds. Those are easy targets though, who else is out there that seems to have run out of things to say?
(This also has me thinking about luxury brands, how open would not beat closed in that situation, and how not knowing the story adds to their appeal…hmmm that’s another post entirely.)