Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brand, Cannes, Colenso, Creative Development, Creativity, Culture, Distinction, Effectiveness, Entertainment, Martin Weigel, Mischief, Paula, Planners, Planning, Relevance, Resonance
Systems.
Processes.
Models.
Theories.
We’re surrounded with ways to do stuff and yet it feels we’re surrounded by more boring stuff than ever before.
By boring, I mean derivative.
A production line of repetition, albeit with different brand names emblazoned on the front.
I’ve said this before, but while a process is important … when we place more emphasis on that, than what it produces – or what we want it to produce – then we’ve got our shit the wrong way round.
It’s why I’ve also talked about the commercial effectiveness of creative ridiculousness.
A way to make an impact by the simple nature of not following the same patterns and processes of everything that has come before.
I don’t mean in terms of ‘differentiation’ [which is still based on using category norms] but – to steal from TBWA mainly because I don’t see them doing it much anymore – disruption.
Which is my way of saying why I love this …
Yes, it’s got cats on it.
And yes it says it will let me talk to them.
But even I know it’s not true … and yet I bought it and paid a premium for it, which is more than I would ever do for any other form of gum.
Fuck, I don’t even buy gum normally which reminds me of this post back in 2007 that reinforces the power of packaging.
Planning is important.
It has a real role to play for business and creativity.
But when that role ends up being shaped exclusively by the rules of the category, the competition and the ‘average consumer’ … then we’re not moving our brands forward, we’re in danger of cementing them where they are.
Of course I appreciate the difference between a novelty candy and a major brand with global distribution … but the premise remains the same.
If you let your blinkers only allow logic to influence your choices, you’re not liberating opportunities … you’re stifling it. Or – as Martin, Paula and I said at last year at Cannes – you’re being strategically constipated and only imagination can be your laxative.