Tag: Marketing

Categories
Media

Day 1811 and Flakkity Flak

Maybe because the profession’s entire raison d’être is to engage you there is always a new name for people who are good at grabbing your attention.

I swear I’ve lived through half a dozen new names for the communications profession in twenty years of being paid, in one form or another, to get attention for other people. And I don’t even call myself a marketer.

Everyone on LinkedIn, and a few on Twitter have latched onto the latest buzzword: storyteller. Someone call Joseph Campbell and see if they can send him a residuals check beyond the grave.

The aversion to existing terms like marketing, communications, and public relations is endemic to the space. There is always the new hotness and thus always a new name. Crisis manager. Influencer. Honestly I miss socialite. That was a great term.

I had not intended to read the trend piece as it’s not news to me that we hire professionals to craft stories about brands and people.

Millennials were the original generation who experienced personal brand building as just one of those things required to get a job.

I am glad I opened it up though as I got to experience a pretty amusing bit of story telling inside the Wall Street Journals mobile application. A most unfortunate creative services choice to place storytelling sponsored content from consulting firm Deloitte.

Who knew that consulting firms final form would be not as management consultants but publicists? The remaining few journalists at the Wall Street Journal definitely were not involved in this.

Categories
Aesthetics Media

Day 1801 and Parked in Front of The iPad

My immune system must be reacting to something, be it travel and environmental factors or perhaps a bug I caught, so I’m in bed and trying to keep my body happy. That means catching up on a few Love is Blind seasons.

As the American seasons get worse and worse, the international editions offer up clues as to the politics and tensions that producers feel the need to offer up to international Netflix audiences.

I am an unabashed fan of the franchise and what it offers up as a cultural mirror especially as different countries try to show the ways their status, class, colonial and power structures impact marriage.

The United Kingdom had a Manchester season that was more commentary on the failures of the working class and the country’s immigration systems than it did romance. It almost hurt to watch.

France’s most recent cast was more pan-Asian colonial tensions at the forefront (with an Algerian or two) than featuring any continental or regional ties. The Italian season reflects a more United Colors of Benetton than Georgia Meloni’s. European franchise spin offs feature more immigration more than America.

While everyone is talking about Netflix acquiring Warner Brothers today, I wonder if Hollywood will drive new cultural directions or if the data driven Netflix will produce endless remixes of subgroups and niches so no matter your identity you too will have an avatar on a spinoff of a reality show. Love may be blind but the watching data sure isn’t.

Lest you think it is all fan service and showcasing different immigrant groups being absorbed into the wider national identities of their former colonial governments, you do see the occasional fusion of sanded off styles meant to appeal across strange niches.

I love watching the style of the country doing offs as it is both globo-homo any and everywhere while still targeting very identity driven and place specific people.

Some make no sense. Who doesn’t love seeing a bizarre fashion choice like a Prada bolo ties at a French wedding? Unless you are an Italian getting married to a Texan girl at Marfa, it’s odd to pick 2020’s most viral celebrity accessory to get married in France on a 2025 reality show.

Sure still see some aesthetic choices you expect for both local and global reasons. Like the Italian party planner with the Gucci bee broach. That seems culturally appropriate with a cast that was variably actually Italian despite their their aesthetics

Long burgundy blazers and Gothic Bulgarian girls could work in any country this year. That’s simply globally appealing in the now in any country. Warner Brothers should be taking note.

Categories
Aesthetics Internet Culture

Day 1797 and Last Minute Cyber Week Shopping

Shopping in a highly bifurcated consumer market is an unpleasant experience. No more so than over the great shopping holiday that has become Cyber Season.

Regular consumers feel gaslight enough as it is by smart pricing strategies and persistent inflation. Their trust that they can make a better purchase is at a low. Their Black Friday looks very different than it did during the ZIRP years.

But many brands are battling it out for the ten percent of consumers that do 48% of the spending. And that is a brutal business. I can’t spend time on image or video social networks for fear of triggering some kind of shopping allergy. Being in that group of consumers makes you a target.

And very few of them are battling on the merits of their products. I went brand by brand through my usual suspects of Black Friday brands and found better deals and less to like.

I bought cashmere and skincare and I still don’t know if I got scammed on the cashmere. Ironic as I’m buying seconds of items I already own hoping the sourcing didn’t change in the intervening seasons.

I genuinely miss the Ann Taylor of 2010 when I worked there. You wouldn’t think it would be a glory year for the brand but there was hope. It was still publicly traded American brand. And it had a real estate portfolio of stores to envy from Madison Avenue to the Magnificent Mile.

Imagine an American brand like that now. It had strong supply chains, good relationships with vendors and it had just hired a hot new young executive with a hot new designer.

This was when you could imagine an MBA reinventing a brand’s look for a new generation of working women. Millennial feminism was on its way up, a blonde Gen X feminist beauty from Harvard led the charge and everyone believed. Heck maybe we’d even see a female president who wore our pants suits.

And we know how that broader cultural story turned out. We made pant suits cool for a brief moment in time and private equity ate the brand and now it’s shit. But I know we did good work and I’m glad our MBA leader landed on her feet at Amazon.

I just look at where I shop now and I look at Ann Taylor and the prices are roughly the same but it’s not the same cashmere sweater for that $200 absolutely anywhere. And if you want that sweater be prepared to spend over a grand.

So while I did a little shopping I think maybe I’ll get lucky. Maybe I’ll get a good batch. But it’s not always a sure thing. I got my replacement retinols. And I finally found my old Mansur Gavriel tote (going on year 12 or so) for roughly the same price as I bought it.

I’ll use my beat up on still but I thought hey maybe they still make good bags. But I don’t know if their private equity guys are any good. Fingers crossed as it’s a great tote.

Categories
Aesthetics

Day 1747 and Hyper Autistic Protestant Work Ethic Beauty Blog

I spent some time being really “in my special interest” today writing about why I think we should give more, and not less, time to beauty. I’ll post it to my new substack tomorrow as that will remain focused in subject matter.

Appearances clearly matter in every facet of life, but we don’t do much to help develop taste even as we face an onslaught of the hyper visual unrealistic world of short form video.

It’s all dopamine drips and quick hits that make it hard to develop taste of your own. At best you found algorithms that suited some things you could enjoy but sincerely held joy is rare. I’ve been able to experience many times and it’s now one keeps going in a cruel world.

I spent so much of my life beating the drumbeat of more access to the secret knowledge of the world only to discover again and again, that even if you offer up to the world pearls, not everyone will want them.

Or as my mother liked to say her Latin teacher said “I’m throwing pearl’s before swine!”

To appreciate the details is to recognize that layer upon layer of irritation worked to a finished pearlescent sheen which seems too delicate to truly show the process. That’s its beauty.

Each layer of culture is built by people who cares about details. And all kinds of details matter. Sometimes the details are financial. Sometimes aesthetic. Sometimes it’s noticing a very specific signal inside a very particular group and being able to admire the elegances.

I myself didn’t think I ever much went in for subtlety of any kind until I spent more of my time in mass markets. I’ve come to realize I was allowed to live without too much push on my own tastes for so much of my life.

And because I care about details, now I know I a stupid amount about the business of appearances because I worked at its heart.

So naturally I’d like to do more to share that knowledge as I realize it is maybe much rarer than I realized.

I intend to do it as a fun addition to my life as I experience so much of life through professional and personal interest in technologies. I’ve got aspirations for a world where we choice to work to be better. That requires a world where beauty can be cultivated in improving ourselves. so you can be certain I appreciate the angles of how we use the existing culturally technologies at hand to create the new ones.

Categories
Emotional Work

Day 935 and Rebranding

Changing someone’s opinion is hard. Twitter is being rebranded to X so the topic is newsworthy. I was on rebranding efforts at Pepsi (the infamous one) Tropicana (that didn’t go well) and Ann Taylor (which won us a lot of awards & made money) so I have lived through the challengers of remaking a corporate identity.

That sounds so much more professional than what is actually happening . A lot of people have bought in on something that is no longer the thing they loved. A change was necessary but not everyone so ready. Something that had meaning is being remade into a new set of meanings and it will provoke a backlash.

People all adopt new ideas at different paces. And hold outs and middle of the road types can be equally challenging. Any change can be greeted fairly with skepticism. Trust is hard to gain and easily lost.

Even when circumstances on the ground demand it, people fucking hate change. It’s scary. I get it. I find a lot of the world right now to be scary. Failure rates can be high. But if we don’t change we don’t get different outcomes.

Categories
Finance

Day 590 and Demography

User acquisition is my little niche in the startup world. While all founders are generalists my super power has always been getting the attention of customers. So I often enjoy little illustrative moments where basic principles of finding and speaking to your audience go awry.

I have tweeted extensively about my concern in the rising cost of core agriculture commodities in the face of shitstorm in the fertilizer markets. This isn’t that novel if you work in finance but it’s probably not a large group of people that are actively discussing fertilizer costs. I do not however buy fertilizer personally. I don’t finance it.

In the face of rising interest rates, partnering with Nutrien Financial™ can help you prepare for the future with confidence. Our latest blog post explores why financing your input purchases may be beneficial to your operation:🔗 nutrienagsolutions.com/blog/5-Reasons… #AgFinancing

I was served a tweet for Nutrien Financial. They would like me to consider financing my crop inputs. In fairness to this promoted tweet the final demographic detail Twitter may know about me is that I live on rural land with agricultural use zoning. I see how I got targeted. And I am delighted to be served this piece of thought leadership from them. But I’m not in anyway their customers base even though I mimic a lot that matches them.

Let’s compare this to another group of advertisements that targeted me this week. I got several pieces of direct mail in my physical USPS post. These folks knew that I had recently purchased a forwarding service from the USPS to make sure old post from my former Colorado address would reach my new one in Montana. Let’s take a look at what they advertised to me based on that piece of information.

A spread of several catalogs and promotional mailers for home furniture, blinds and window treatments and rural road paving services.

It looks likes advertisers who want to reach married couples that have recently forwarded their mail to a new address might be in the market for furniture, window treatments and also I guess rural road paving services. That one might be a rural Montana thing so slightly more niche.

Advertisers argue a lot about high intent audiences. That basically means someone who is likely to buy your product or service. Lots of people can fall into the typical demographic of what you sell but judging if if they are likely to be persuaded to make a purchase can save you a lot of money. Don’t sell to someone who isn’t buying.

Sure you can convince someone they want something with aspirations and glamour but you have to be able to be convinced. It’s a lot easier to do that for a lipstick than a couch. Significantly harder to do for rural road paving I imagine (though I’ve never done it so I can’t be sure). The hardest has got to be financial products for large scale industrial agriculture purchases. Finding people with high intent to buy fertilizer seems pretty specific.

Marketers can and do try to gussy up these facts with fancy languages but getting attention and selling to people that want to pay attention are basic. I’m not the tactics aren’t complex and the work can’t get extremely technical but at least we know we are working with human desires. And I think it’s important to think through that when planning a campaign. Don’t want to overspend on convincing someone who isn’t even in the market to be convinced.