Branding may have finally reached its Mannerist phase. Where the old-fashioned brand earnestly embraced a core message that verged on religious doctrine (Apple’s “Think Different,” Nike’s “Just Do It”), the new brand is aggressively self-aware, exaggerated and self-referential to the point of collapsing in on itself; rather than imbuing the product with magical qualities, it embraces and undercuts those qualities in one swift gesture. The effect is to subvert consumer prejudices and preconceptions and make us forget that we’re caught in a commerce-focused undertow.
It’s a counterintuitive sleight of hand: By acknowledging that their central message is unbelievable or at least exaggerated, the branding masterminds gain our trust and bolster our faith in the brand. Will Ferrell, for example, promoted “Anchorman II” and Dodge at the same time by appearing on talk shows as Ron Burgundy and declaring that Dodge’s cars were “terrible.” Dodge sales spiked. (Ferrell also voices President Business.) In New Zealand, Burger King ran YouTube ads of two guys eating Burger King while complaining about YouTube ads. Nearly every Super Bowl ad this year referred to the fact that it was a Super Bowl ad. The brand — and the TV ad, the movie and the fictional spokesman — is hyperaware of its own fictionality and thus earns the right to simultaneously denigrate and elevate itself as divine.
These acrobatics can be found in Lego’s trajectory from maker of humble toys to a multibillion-dollar cross-platform marketing empire. First, a simple product — primary-colored interlocking blocks — is expanded to include a universe of specialized pieces and wildly popular faces from Star Wars, Harry Potter, Spider-Man and Dora the Explorer. The Lego empire has since grown to include (among other things) six Legoland theme parks, more than 50 video games, Lego Modular Buildings (complex models aimed at adults), a programmable brick called Lego Mindstorms and something called Lego Serious Play, a “radical, innovative, experiential process designed to enhance business performance,” which seems to boil down to making adult co-workers play with Legos.
Shopping in a supermarket can be visually overwhelming. Designer Mehmet Gozetlik took the packaging of some well-known brands and simplified them (part two). It’s interesting how some of these work and some don’t. Duracell works really well because the batteries themselves still carry most of the branding:
The simplified branding of Guinness and Evian works pretty well too… the packaging is itself iconic and distinctive enough to carry them. The Pringles and Red Bull are missing something, but in almost all cases, I like one of the simplified options more than the original. (via @dunstan)
From the New Yorker, a history and critique of brainstorming, as popularised by BBDO ad man Alex Osborn in the late 1940s:
The underlying assumption of brainstorming is that if people are scared of saying the wrong thing, they’ll end up saying nothing at all. The appeal of this idea is obvious: it’s always nice to be saturated in positive feedback. Typically, participants leave a brainstorming session proud of their contribution. The whiteboard has been filled with free associations. Brainstorming seems like an ideal technique, a feel-good way to boost productivity. But there is a problem with brainstorming. It doesn’t work.
The first empirical test of Osborn’s brainstorming technique was performed at Yale University, in 1958. Forty-eight male undergraduates were divided into twelve groups and given a series of creative puzzles. The groups were instructed to follow Osborn’s guidelines. As a control sample, the scientists gave the same puzzles to forty-eight students working by themselves. The results were a sobering refutation of Osborn. The solo students came up with roughly twice as many solutions as the brainstorming groups, and a panel of judges deemed their solutions more “feasible” and “effective.” Brainstorming didn’t unleash the potential of the group, but rather made each individual less creative. Although the findings did nothing to hurt brainstorming’s popularity, numerous follow-up studies have come to the same conclusion. Keith Sawyer, a psychologist at Washington University, has summarized the science: “Decades of research have consistently shown that brainstorming groups think of far fewer ideas than the same number of people who work alone and later pool their ideas.
Read the whole piece here.
I remember reading Ogilvy On Advertising as a kid and wanting to work in the industry. So it’s awesome to see the memo below. It was sent by David Ogilvy to his agency employees on September 7th, 1982. It was titled “How to Write” (via Brain Pickings):
The better you write, the higher you go in Ogilvy & Mather. People who think well, write well.
Woolly minded people write woolly memos, woolly letters and woolly speeches.
Good writing is not a natural gift. You have to learn to write well. Here are 10 hints:
1. Read the Roman-Raphaelson book on writing. Read it three times.
2. Write the way you talk. Naturally.
3. Use short words, short sentences and short paragraphs.
4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
5. Never write more than two pages on any subject.
6. Check your quotations.
7. Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.
8. If it is something important, get a colleague to improve it.
9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
10. If you want ACTION, don’t write. Go and tell the guy what you want.
When I was a teenager I started buying imports of US music magazines. One thing I remember are the pharmaceutical ads, which were strange to me because in the UK such ads weren’t permitted. They were many things, but they were never artistic. So it’s interesting to see this collection of 24 Pharmaceutical Ads from 1930s France, curated by Jérôme Dubois via 50 Watts.
I’ve always loved Apple’s iconic Crazy Ones ad campaign from 1997. I just discovered an alternative version, with Steve Jobs narrating. I definitely prefer this one (via The Loop).
This deserves a repeat viewing.
This is a short film that was directed by the French animation collective H5, François Alaux, Hervé de Crécy + Ludovic Houplain. It was presented at the Cannes Film Festival 2009. It opened the 2010 Sundance Film Festival and won a 2010 academy award under the category of animated short.