People much smarter than me tell me that the generation preceding my boomer group were 'Builders'. These were my parents' generation - people who remembered the deprivations of the Great Depression and the conflagration of World War II. So they were thrifty and did things themselves to save money. Compare this with the great outsourcing Gen X and you wonder how the boomers, who are stuck in the middle, go about things.
Well, I can tell you. For the past few months, I have been posted down on the Mornington Peninsula for days on end, doing it myself to save money. I recall keystroking through the pain barrier in August after the first four days of a marathon garden upgrade, which involves laying over 90 square metres of pavers. As I drank another glass of red to anaethetise the pain, I wondered how it would gel with Panadol Osteo.
Am I typical of the boomer generation - the generation that lived by The Who's iconic lyric 'Hope I die before I get old'? As I get older, living the lyric is getting tougher. Insane decisions about laying pavers, with all that precedes, symbolise the refusal to get old, to prove you still have what it takes.
But you don't. Let me tell you, after four days 'on the tools', I could no longer cut a piece of broccoli. The nerves and muscles charged with that task in my left hand would not allow me to push my fork into the broccoli. The nerves and muscles in my right hand would not permit me to open the screw top on the wine bottle, although somehow it happened - wine over broccoli trumps mind over matter any time.
My wife thinks I'm a nutter, which explains why we filled in separate census forms in August, but my 'Builder' generation parents cheered from the sidelines, even though they also suspect I might be a nutter.
The great thing is that being down there doing landscaping stuff put me back in touch with good Aussies. I just completed an excavating apprenticeship with a local guy called Rutz. Forked out nearly four big ones for the privilege, but education isn't cheap is it? Consulted with another dude, Tim, about putting poles in the ground for shade sails. He was formerly a corporate marketing bloke, but cast that aside, took a big pay cut to work for a builder for a couple of years before striking out on his own. You gotta like doing business with guys like that.
I think the Builders generation had something. Have a crack and see what you can do. While I took leave to landscape in frontier land, back at work they were cranking out a message about the stock market schemozzle, trying to deliver confidence and certainty amid irrational investment markets.
But down there driving a Dingo digger for two days made me impervious to stock market shenanigans. There, I could sink money into something and see the outcome. Yep. Rutz didn't come cheap, but his advice didn't carry a disclaimer and everything was crystal clear.
When it all comes down to it, the generational thing is bollocks. All anyone wants is clarity and direction. We all want authenticity and outcomes. The biggest source of failure in brand and marketing is failing to satisfy these basic customer needs.
Friday, November 4, 2011
Friday, September 2, 2011
New evidence - Audi is a 'chick magnet'
As a 50-plus male, I intuitively knew that driving an Audi made me more attractive to women, but until this year I could not produce any tangible evidence of it. Yesterday evening, I completed the jigsaw as, for the second time in seven months, an attractive young woman ran into the back of my Audi.
It was about the same time of day, driving home from work. In both instances, I was stationery at a set of traffic lights. Imagine my delight at being able to jump out of my car again on the way home and have a valid excuse to capture the mobile phone number of a woman half my age! Try it any other time and the result would lie somewhere between a slap in the face and jail.
It's a methodology I wish I'd thought of about 25 years ago, but the problem is that there were no mobile phones then, I was driving company-provided Fords and half my age would have been about 14, but you get my drift.
Perhaps it never happened because even 'chicks' in my era were unattracted to Fords, or people driving them. The blue Ford oval didn't have the hypnotic effect on them that the four linked circles of the Audi logo clearly do as they approach them at intersections.
Last night as I perused and considered the cost and inconvenience of my car being a resurgent chick magnet, I felt relieved that, even though the young woman concerned had revealed her insurer, she hadn't asked for mine. Australian Pensioners Insurance (APIA) is not the brand name you want to parade out there when you're trying to impress a 20-something woman.
Yes, at every point in life, you encounter the power of brands. On the one hand those you're proud to be associated with, on the other brands that actually match your profile but reflect terrible truths about you that are best left unspoken.
As for the documented evidence of the allure of the Audi brand for young women, it's all at APIA, where all ageing dudes secretly accept the discounts for being senior members of the community. Perhaps APIA will start tightening underwriting requirements soon, insisting that older folks reduce their risk by associating with less sexy brands.
It was about the same time of day, driving home from work. In both instances, I was stationery at a set of traffic lights. Imagine my delight at being able to jump out of my car again on the way home and have a valid excuse to capture the mobile phone number of a woman half my age! Try it any other time and the result would lie somewhere between a slap in the face and jail.
It's a methodology I wish I'd thought of about 25 years ago, but the problem is that there were no mobile phones then, I was driving company-provided Fords and half my age would have been about 14, but you get my drift.
Perhaps it never happened because even 'chicks' in my era were unattracted to Fords, or people driving them. The blue Ford oval didn't have the hypnotic effect on them that the four linked circles of the Audi logo clearly do as they approach them at intersections.
Last night as I perused and considered the cost and inconvenience of my car being a resurgent chick magnet, I felt relieved that, even though the young woman concerned had revealed her insurer, she hadn't asked for mine. Australian Pensioners Insurance (APIA) is not the brand name you want to parade out there when you're trying to impress a 20-something woman.
Yes, at every point in life, you encounter the power of brands. On the one hand those you're proud to be associated with, on the other brands that actually match your profile but reflect terrible truths about you that are best left unspoken.
As for the documented evidence of the allure of the Audi brand for young women, it's all at APIA, where all ageing dudes secretly accept the discounts for being senior members of the community. Perhaps APIA will start tightening underwriting requirements soon, insisting that older folks reduce their risk by associating with less sexy brands.
Thursday, September 1, 2011
America's new copy writing sweatshops
If you're a writer and you're knocking together 5-Star online endorsements for products and services for $5 a pop, then you're totally out of your mind. And if you're hiring writers to do this sort of stuff, then your brand is seriously in need of a makeover, or soon will be.
What got me started on this rant was an article I read today reporting that some companies in the US were hiring writers to write favourable 'reviews' for five bucks each. After reading this blog, some may not identify me as a writer, but nonetheless I stick doggedly to the proposition that it is a professional category with which I have some affinity.
Even back in the good old days of freelance journalism circa 1980s, a decent journo could pull something like $150 a thousand words from even the stingiest magazine publisher, so $5 for an endorsement wreaks of serious under-payment, even if house prices in the US have collapsed and the Tea Party refuses to spend any more. Come to think of it, perhaps the brand needing the cheap endorsements is the Tea Party - if not endorsements, then perhaps endorphins, but I digress.
You see, the thing with these $5 mercenaries is that they're providing three things - words (presumably coherently crafted), a personal endorsement and, as a by-product, great risk of trashing their personal brand in the process. Willing to put all that skill and reputation on the line for $5? I'm certainly not!
For their clients, there is the small matter of brand authenticity, widely regarded as the currency of social media. What happens when they're found out, as they surely will be? Already, companies like Amazon are commissioning sharp software dudes to develop algorithms to identify and weed out fake endorsements. It will be interesting to see if, in the process, they publish the names of the businesses who have chipped in their $100 for 20 or so "recommendations".
Their only hope is that unsuspecting customers driven to these businesses by the rave reviews have an extremely positive brand experience when they make contact. Because if customers are savvy enough to source third party recommendations online, they're certainly smart enough to go back online and express their contrary view if the experience does not live up to the promise.
There are plenty of websites dedicated to publishing consumer reviews. Perhaps we're about to see a flourishing business based on reviewing the reviewers! Oh dear ... who are we to believe? My head's starting to hurt.
What got me started on this rant was an article I read today reporting that some companies in the US were hiring writers to write favourable 'reviews' for five bucks each. After reading this blog, some may not identify me as a writer, but nonetheless I stick doggedly to the proposition that it is a professional category with which I have some affinity.
Even back in the good old days of freelance journalism circa 1980s, a decent journo could pull something like $150 a thousand words from even the stingiest magazine publisher, so $5 for an endorsement wreaks of serious under-payment, even if house prices in the US have collapsed and the Tea Party refuses to spend any more. Come to think of it, perhaps the brand needing the cheap endorsements is the Tea Party - if not endorsements, then perhaps endorphins, but I digress.
You see, the thing with these $5 mercenaries is that they're providing three things - words (presumably coherently crafted), a personal endorsement and, as a by-product, great risk of trashing their personal brand in the process. Willing to put all that skill and reputation on the line for $5? I'm certainly not!
For their clients, there is the small matter of brand authenticity, widely regarded as the currency of social media. What happens when they're found out, as they surely will be? Already, companies like Amazon are commissioning sharp software dudes to develop algorithms to identify and weed out fake endorsements. It will be interesting to see if, in the process, they publish the names of the businesses who have chipped in their $100 for 20 or so "recommendations".
Their only hope is that unsuspecting customers driven to these businesses by the rave reviews have an extremely positive brand experience when they make contact. Because if customers are savvy enough to source third party recommendations online, they're certainly smart enough to go back online and express their contrary view if the experience does not live up to the promise.
There are plenty of websites dedicated to publishing consumer reviews. Perhaps we're about to see a flourishing business based on reviewing the reviewers! Oh dear ... who are we to believe? My head's starting to hurt.
Wednesday, August 31, 2011
Celebrating Brand Melbourne
I've never been to Vancouver and the great news is that now I don't have to because I'm already living in the "World's Most Liveable City". Yep, we finally knocked the Canadians off their pedestal.
The problem is that the title is bestowed by the Economist Intelligence Unit which, to me contains an oxymoron given the performance of economists in getting things right lately. One thing's for sure though, economists have clearly emerged as a collective of sports lovers and culture vultures, because these are two of the criteria that helped get Melbourne over the line in the comparison of about 140 cities.
I put Melbourne's success down to that funky logo we developed for ourselves a few years back - the cubist one influenced by our architecturally renowned Federation Square. Another contributor was our former 'can do' State Premier, Jeff Kennett's decision to rename Flinders Park, which became Melbourne Park to highlight to international audiences where the Australian Open Tennis Championship is played. The EIU may never have known this otherwise.
And then,of course, there's the controversial Australian Grand Prix at Albert Park, which is drifting from a daytime event to being held under lights to align it with European TV viewing time and increase Bernie Eccleston's ability to increase broadcast revenues accordingly.
By international standards, Melbourne is not a cheap place to live, thanks to a booming Australian Dollar and zany real estate prices that are putting the dream of home ownership out of reach of many Gen Ys. Just ask them who they blame for this and they'll quickly point to the Boomers who, thanks to the tax benefits of negative gearing have bought property like there's no tomorrow. Bottom line is that many Gen Ys will enter the real estate market through inheritance rather than saving.
When I moved from Brisbane to Melbourne in 1981, the city was still to identify the advantages of Port Phillip Bay. Suburbs like St Kilda and Williamstown were down at heel places, full of 'character' and all that goes with that. Now they're highly sought after, trendy locales, with house prices to match.
The city's infrastructure has improved to transport people more effectively around it's horseshoe plan, wrapped around the top of the bay. Much to the chagrin of public transport advocates, we have dramatically improved freeway links, opening up the Mornington Peninsula as a commutable proposition.
I think this is one of those rare occasions when the economists have got it absolutely right. But then, I'm biased. I live here, am employed, own my home and like sport. I even use the toll roads to get around more quickly. Like anywhere, life's good when you able to take advantage of the things your city offers.
The problem is that the title is bestowed by the Economist Intelligence Unit which, to me contains an oxymoron given the performance of economists in getting things right lately. One thing's for sure though, economists have clearly emerged as a collective of sports lovers and culture vultures, because these are two of the criteria that helped get Melbourne over the line in the comparison of about 140 cities.
I put Melbourne's success down to that funky logo we developed for ourselves a few years back - the cubist one influenced by our architecturally renowned Federation Square. Another contributor was our former 'can do' State Premier, Jeff Kennett's decision to rename Flinders Park, which became Melbourne Park to highlight to international audiences where the Australian Open Tennis Championship is played. The EIU may never have known this otherwise.
And then,of course, there's the controversial Australian Grand Prix at Albert Park, which is drifting from a daytime event to being held under lights to align it with European TV viewing time and increase Bernie Eccleston's ability to increase broadcast revenues accordingly.
By international standards, Melbourne is not a cheap place to live, thanks to a booming Australian Dollar and zany real estate prices that are putting the dream of home ownership out of reach of many Gen Ys. Just ask them who they blame for this and they'll quickly point to the Boomers who, thanks to the tax benefits of negative gearing have bought property like there's no tomorrow. Bottom line is that many Gen Ys will enter the real estate market through inheritance rather than saving.
When I moved from Brisbane to Melbourne in 1981, the city was still to identify the advantages of Port Phillip Bay. Suburbs like St Kilda and Williamstown were down at heel places, full of 'character' and all that goes with that. Now they're highly sought after, trendy locales, with house prices to match.
The city's infrastructure has improved to transport people more effectively around it's horseshoe plan, wrapped around the top of the bay. Much to the chagrin of public transport advocates, we have dramatically improved freeway links, opening up the Mornington Peninsula as a commutable proposition.
I think this is one of those rare occasions when the economists have got it absolutely right. But then, I'm biased. I live here, am employed, own my home and like sport. I even use the toll roads to get around more quickly. Like anywhere, life's good when you able to take advantage of the things your city offers.
Tuesday, August 30, 2011
Back to brand basics in the backyard
As previously noted, I've been doing a bit of landscaping recently, which involves the task of selecting providers of various products and services, such as excavating, shade sails, equipment hire and various types of dirt, like road base and sand.
Not knowing anyone in the area is a good way of evaluating the marketing-sales funnel at work. The usual starting point is aggregators - whether on or off-line. In my case, the search was principally online. Here, Google leads you to more aggregators like TrueLocal and other lists of owner-operated businesses, many of which still don't have websites.
So it becomes a call and hope process - phone call and hope they turn up on the day to quote. In most instances they did arrive - it being winter in Melbourne and most in the outdoor reshaping business being a bit hungrier than in the warmer months.
Presentation quality varied significantly among potential providers - some bringing their dogs to help quote, others arriving after being held up due to an 'emergency' callout. Some gave the impression that the emergency call out was the alarm clock's fifth attempt to get them out of bed after a hard night.
Quotes, if written at all, are provided on letterhead and the backs of business cards with graphic design that would struggle to get in a school child's portfolio. In other words, the sales and marketing collateral usually left much to be desired and in no way helped the purchase decision.
One guy I did hire was the excavator, largely because by accident or design, he had managed to secure the internet domain excavate.net.au, which I didn't think was a bad effort for a one-man operation supported by a choice of a 5-tonne or 1.5-tonne bobcat. He didn't strike me as a social media guru of any sort, but perhaps I misjudged him.
Apart from that, what did drive me through the marketing-sales funnel to purchase the other stuff. As I look back, it came down to my assessment of the authenticity of the guys (there were no gals) that I met. Personality, service approach, likely capacity to work with me to resolve my planning and resourcing issues.
It made me think that while we run all kinds of research, analysis and creative workshops to develop corporate brands, perhaps we overlook the bleedin' obvious.
I chose these guys based on criteria that were simply about their capacity to support me as I strived to achieve my goals. They were walking-talking brands, winning business and referral on the basis of delivering what was expected and, in one case, a lot more. Perhaps that's really all there is to successful branding.
Not knowing anyone in the area is a good way of evaluating the marketing-sales funnel at work. The usual starting point is aggregators - whether on or off-line. In my case, the search was principally online. Here, Google leads you to more aggregators like TrueLocal and other lists of owner-operated businesses, many of which still don't have websites.
So it becomes a call and hope process - phone call and hope they turn up on the day to quote. In most instances they did arrive - it being winter in Melbourne and most in the outdoor reshaping business being a bit hungrier than in the warmer months.
Presentation quality varied significantly among potential providers - some bringing their dogs to help quote, others arriving after being held up due to an 'emergency' callout. Some gave the impression that the emergency call out was the alarm clock's fifth attempt to get them out of bed after a hard night.
Quotes, if written at all, are provided on letterhead and the backs of business cards with graphic design that would struggle to get in a school child's portfolio. In other words, the sales and marketing collateral usually left much to be desired and in no way helped the purchase decision.
One guy I did hire was the excavator, largely because by accident or design, he had managed to secure the internet domain excavate.net.au, which I didn't think was a bad effort for a one-man operation supported by a choice of a 5-tonne or 1.5-tonne bobcat. He didn't strike me as a social media guru of any sort, but perhaps I misjudged him.
Apart from that, what did drive me through the marketing-sales funnel to purchase the other stuff. As I look back, it came down to my assessment of the authenticity of the guys (there were no gals) that I met. Personality, service approach, likely capacity to work with me to resolve my planning and resourcing issues.
It made me think that while we run all kinds of research, analysis and creative workshops to develop corporate brands, perhaps we overlook the bleedin' obvious.
I chose these guys based on criteria that were simply about their capacity to support me as I strived to achieve my goals. They were walking-talking brands, winning business and referral on the basis of delivering what was expected and, in one case, a lot more. Perhaps that's really all there is to successful branding.
Monday, August 29, 2011
Is 'Made in China' the world's biggest brand?
Been doing a bit a landscaping lately, so buying odd bits of equipment here and there has become part of every weekend. Last weekend it was a screeding bar with handle fitted. If you don't know what that is, then just ignore the technicality and read on.
What was unique about this piece of equipment was that it was 'Made in Australia'. I mean, whoa! is that a point of difference or what? It was pretty basic. No moving parts, but it was powder-coated, something we still seem to be quite proficient at here. The rarity of the piece put me in two minds about whether I should use it on the landscaping, or display it in the house as a rare sculpture.
This was the first thing I'd bought in weeks that didn't bear the 'Made in China' tag. It makes me wonder whether 'Made in China' is in fact the world's biggest and best-known brand. Even if you made a product in Australia, you might still label it 'Made in China' to leverage off the awareness!
Even something as basic as a long-handled spade is "Made in China'. I compared several of these, picking the one I thought was the best quality, only to read 'Made in China' on the sticker. So quality is not a reliable indicator of sourcing. 'Made in China' is no longer a poor relation to other superior monikers. Or is it?
What about those 'Great Wall of China' utes promoted by that irritating: It's not good. It's great! catchline?
Surely much better to buy a German-made car or, dare I suggest it, a home-grown product, than one of those. But, oh dear, look under the bonnet of your 'German-made' car and there's a decent chance these days that you may see the ubiquitous 'Made in China' sticker. The Germans have been very good at gaining a foothold in China in many sectors.
The bottom line is that 'Made in China' has become one of the most widely distributed labels in the world and, driven by a growing domestic consumer base, that's not likely to change any time soon. Whether you're shovelling dirt or hauling it, you're most likely going to be using 'Made in China' equipment.
What was unique about this piece of equipment was that it was 'Made in Australia'. I mean, whoa! is that a point of difference or what? It was pretty basic. No moving parts, but it was powder-coated, something we still seem to be quite proficient at here. The rarity of the piece put me in two minds about whether I should use it on the landscaping, or display it in the house as a rare sculpture.
This was the first thing I'd bought in weeks that didn't bear the 'Made in China' tag. It makes me wonder whether 'Made in China' is in fact the world's biggest and best-known brand. Even if you made a product in Australia, you might still label it 'Made in China' to leverage off the awareness!
Even something as basic as a long-handled spade is "Made in China'. I compared several of these, picking the one I thought was the best quality, only to read 'Made in China' on the sticker. So quality is not a reliable indicator of sourcing. 'Made in China' is no longer a poor relation to other superior monikers. Or is it?
What about those 'Great Wall of China' utes promoted by that irritating: It's not good. It's great! catchline?
Surely much better to buy a German-made car or, dare I suggest it, a home-grown product, than one of those. But, oh dear, look under the bonnet of your 'German-made' car and there's a decent chance these days that you may see the ubiquitous 'Made in China' sticker. The Germans have been very good at gaining a foothold in China in many sectors.
The bottom line is that 'Made in China' has become one of the most widely distributed labels in the world and, driven by a growing domestic consumer base, that's not likely to change any time soon. Whether you're shovelling dirt or hauling it, you're most likely going to be using 'Made in China' equipment.
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