Showing posts with label content. Show all posts
Showing posts with label content. Show all posts

Monday, 24 March 2025

BREXILE: Lost Content

 





A spot of Brexile nostalgia - one of the first things to make a new home in Germany was The Shell Nature Book, published in 1964. Fifty years later, in 2014, I wrote about how this early example of “branded content” (yeurgh!) stirred my childhood imagination. 

My imagination (slightly addled) continues to be stirred.

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LOST CONTENT

 

The usual portal to the landscapes of childhood, those blue-remembered hills, is a photograph album. Something with tassels and stiff dark pages, perhaps. Or from a later era: once-sticky backing sheets that now release fading squares like autumn leaves.

 

But not for me. Those happy highways are captured only in slides, packed in their yellow and white boxes, dated with Dymo tape and relegated to the category of one-day-we’ll-sort-those-out.

 

No, my vehicle to the vistas of days gone by belongs to the collective, not the personal. A book, one that I’m sure many 1960s families possessed. But with the boundless and borderless imagination of a child, I made it my own. The process of growing up involves the setting of more and more boundaries. What is real. What is imagined. What is present experience. What we can see. What we can’t. As a child, these merge into one, as they did each time I opened that book. I made it an interactive medium before the notion was ever dreamed of.

 

My copy of The Shell Nature Book was published in 1964. Bought, I expect, by my parents on their return from the barren rocks of Aden. Were they driven by underlying guilt? Their two small offspring had been deprived of the British countryside for most of their lives. That we had paddled daily in a warm sea and conversed with camels did little, perhaps, to mitigate this imagined deficit.

 

The book has seen better days. Although, like a much-loved toy, I still see it as I did then. The cover picture, with its unlikely juxtapositions of butterflies and bats, birds and beetles, night and day, lies under cellophane courtesy of my mother. As a primary school teacher, she knew the secrets of protection from eager clumsy thumbs and sherbet-licked fingers. Inside, the pages are still shiny as mother-of-pearl, faintly redolent of the print room.

 

I still wonder that “branded content” – for this is the 21st century term for such publications – can be of such high and utterly lasting quality. Shell’s reputation these days has so much of the negative baggage associated with the fossil fuel industry that the words “Shell” and “nature” sit uneasily together. But the list of contributing painters (not illustrators) reads like a Who’s Who of mid-20th century British talent. S.R.Badmin, Edith and Rowland Hilder, John Leigh-Pemberton … In between war service – often as not for the RAF – their work was commissioned by the Ministry of Information, by London Transport, by Ladybird Books.

 

These paintings captivated me, and I would lose myself in their Arcadian landscapes. The Flowers of the Countryside section, arranged by month, features a detailed foreground by Edith Hilder against a backdrop stretching into infinity, by her husband. In June, a rustic wooden pail brims with dog roses, foxgloves and wild irises, buzzing with summer, while the background of ivy-clad ruins – and a blue-remembered hill – fades mysteriously under a high sun.








 

S.R.Badmin’s painting of Trees and Shrubs for May beckoned me in, from the balcony, overhung with Horse Chestnut candles, down, down, under caterpillar-green beech leaves and wild cherry blossom, to the lake, where a boat waits ready to row to the island. John Leigh-Pemberton’s Life on the Downs scared me a little with its soft eeriness – sinister fairies had surely not long departed the ring of mushrooms nestling under that foreboding, rainbow-streaked sky.





Many of these paintings merged into real places plucked from my 1960s Home Counties world. The Hilders’ May with its backdrop of oast houses and rolling hills mirrored the view from my paternal grandparents’ Kent garden. Badmin’s July, all clipped hedges and lawns, seemed to echo with the clipped accents of the Air Force Staff College. And the Rowland Hilder and Maurice Wilson sun- to moonlight scene with young badgers frisking oblivious to the stateliness of the white mansion in the background was surely a corner of Windsor Great Park.







 

Amid these scenes of moor and meadow, cornfields and copses, like the evil godmother at the christening, lurked a stranger section to the book. Entitled Fossils, Insects and Reptiles, the paintings are by Tristram Hillier, who I have since learned was a British Surrealist, influenced by de Chirico and Max Ernst as well as Paul Nash, with whom he worked. And here they were, the bits that didn’t fit in the golden land of the other paintings. Creepy-crawlies, lower forms of life. Parts discarded by death. Or that not yet alive. Shells. Moths. Birds’ eggs. Skulls.




 

Hillier’s painting entitled Fossils epitomises this curious world that skulks below the surface of the sunlit British countryside. A quartet of books sits on a desk, two of these perched on a Pandora-esque box. Proper learned books, with stiff spines, muted cloth covers and old gold lettering: Elements of Geology, Vol II. And growing out of the volumes, like petrified fungi, are the fossils. Corals the shade of ancient teeth, a sea-urchin resembling a decaying bun – and the “ites”, iron-grey relics from way beyond the Iron Age. Belemnites, Pyrites, Ammonites.

 

One ammonite sits at the centre of the display, a perfect specimen, although all ammonites are perfect in their neatness, coiling for eternity to the centre. They are described in terms of extinct weights and measures – “vary from penny size to giants two feet across.” 

 

Before leaving this page, the eye is drawn to the left of the desk. A used match lies there, carelessly placed but carefully painted. Did Hillier light a pipe – perhaps the one that appears in his otherworldly study of moths three pages later – before he embarked on his work? Was this a hint towards the carboniferous era? Or simply a surreal gesture?

 

In these days of Google Earth, we can travel to any landscape on the globe in a matter of seconds. We never have to visit the same scene twice. Yet I still have a yearning for these scenes of my childhood, for they have not been fossilised. Viewing them today, memories and experience combine with my immediate perception, to create something of wonder anew.      









Thursday, 12 July 2018

SPAM's people

Over the years in this blog, I've dug up enough evidence to show there's not much new under the branding sun whatever fancy new terminology and buzzwords are introduced. For example, my Christmassy piece of branded content, or some useful branded guides to baking and motoring.

I came across a fascinating article by consumer behavioural researcher Ayalla A. Ruvio this week, entitled How Spam became one of the most Iconic American brands of all time. Definitely worth reading in full, it shows how a not terribly exciting product became an iconic brand through involvement and emotional connection with people, employing all manner of ingenious "brand experience" ideas decades before the term was coined.

The article is brimming with historical examples of collaboration, co-creation, tapping into culture and generally being informative, useful and entertaining.

Yes, entertaining. The Spam story that caught my imagination the most was that of the Hormel Girls, a musical troupe of female WW2 veterans. So there's even female empowerment in there too!



But maybe the biggest example of Spam's iconic status is the passing of the brand name into everyday vocabulary. Of course, the brand could have kicked up a huge fuss and not wanted their name sullied with connotations of junk mail.

But I am sure that would have done more harm than good.

Thursday, 3 May 2018

The Curator's Egg

Photo: Tyler Orehek

Today's post leads on from my last one, as well as picking up a theme a looked at over 5 years ago: curators and curation

Since I wrote about Brand Curators (which on balance, I still think is a good idea), the use of the word and its variants - curated, curate as verb - has exploded. it's almost as omnipresent as the dreaded "journey" - in fact, "curated journeys" abound.

Curation is a good and necessary thing in the present day, with digital overload, and it does suggest a degree of discernment, skill and knowledge. But have a look at a typical brand activity - I've picked Amazon - which involves "curation."

Amazon Prime's Book Box Service is one of those ideas that it feels a little churlish to criticise. I do take the points about encouraging children to read and love books and all the rest.

But. The books are described as "hand-picked" as well as "curated". Does that mean a human being is doing the choosing? But how much is that human being aided and abetted by algorithms? And does this kind of "curation" involve an aspect of "nanny knows best"? The word "curate" does come from curare - "to care." 

Where does curation stop and censorship (of a gentle sort) begin?

Is it the curators who have their knives at the ready to dock the long tail?  


Monday, 27 March 2017

The content generation



I've always felt slightly queasy about the word 'content' when used in connection with creativity and ideas. As I mentioned here, my immediate association when I hear the word is with stomach contents - some kind of homogeneous chewed-up pap.

Even worse is linking the word 'content' with the verb 'to generate.' The idea of 'generating content' suggests the churning out of some sort of stuff that is completely devoid of any kind of creativity.

'Generating content' is a major preoccupation of the modern age. Indeed, many people are not living in the moment any more, but rather continually generating content for their Facebook or Instagram feed. The pressure is not just to keep up with the Joneses next door, but to keep up with every one of your five hundred Facebook friends. No wonder status anxiety is on the up.

Increasingly, I feel that this means for brands that they must surprise in their communication. Not just  generate more content of the sort that anyone with a Smartphone can load up to Facebook. For example, this beautifully batty campaign ('Did you mean?') from the email marketing platform MailChimp, by Droga5.

No deep psychological insights, no issues and attempts to save the world. In fact, the idea is no different really to that behind Compare the Market's famous meerkats.

But with the surreal films for Mail Shrimp, Jail Blimp and Kale Limp, along with all sorts of fake brands, products and even a band, the executions are thoroughly refreshing and original.

Not generated, but created.

Wednesday, 21 December 2016

Christmas Cheers!

As my last post before Christmas, to get into the right spirit, I thought I'd show you a rather charming piece of branded content from bygone years - the spirit of Christmas Past, if you like.

The first excuse I need to make about Gordon's Recipes for Cocktails and other Mixed Drinks is that it refuses to go digital. The little booklet has a spine as stiff as a subaltern's upper lip, and I'm certainly not going to destroy it through flattening on the scanner. It has survived (I'd estimate) sixty odd years, so that doesn't seem quite right.

It may be a little book, but it has a Big Attitude, as we'd say these days. If anyone wants to learn anything about Brand Voice, look no further:

We should, therefore, like to emphasize the fact that, to obtain the desired results, GORDON'S LONDON GIN and no other products must be used where mentioned. No other brand would be 'just as good'

When calling for your favourite Cocktail or other Gin drinks at your Club, Hotel or Bar, always specify 'With GORDON'S GIN,' ...

The little book is full of recipes, should you wonder how to make the perfect Gimlet, Gin & It or Singapore Sling. In addition, there are some delightful pictures of the product range:

No-one could accuse Gordon's of not moving with the times, either. There is even a recipe for a 'Television Special'. I wonder if the company employed an army of Trend Scouts and Insight Miners to come up with this one?
I'll end, as the little Gordon's book does, with a toast:

A TOAST
"Here's a toast to all who are here,
No matter where you are from:
May the best day you have ever seen
Be worse than your worst to come"

Monday, 22 December 2014

Underground Art



I'm not too sure how much of the "communications content" that I've been involved in over the last 30 years will be around in 80 or 90 years, if any of it. So let me take the opportunity of showing you some of my all-time favourite Christmas ads. They're all London Underground posters from the 1920s and 1930s - a less throwaway age - which I am sure did their job in their time, as well as brightening up people's days as they struggled from Hamleys to Fortnum & Mason. Above is a 1925 poster by Richard T.Cooper.

Clients had important messages back in those days too, of course, but no-one seems to have been insisting that the visual communicated the message as well as the copy. These examples are from Austin Cooper, 1923 and Horace Taylor, 1924.
Coca Cola didn't have the monopoly on the red-suited Father Christmas in the 1930s. This 1934 poster is from an artist named Anna Katrina Zinkeisen
And finally, from 1932, Dudley Dyer's Merry Christmas all around the town!

Friday, 14 February 2014

Bad Behaviours

Behaviour is rather like Communication: the plural used to be just that, but it seems these days you have to stick an "s" on the end of both, so today I'm going to be talking Bad Behaviours on social media. From people and brands.

This is mostly via McCann Truth Central who, in their report The Truth about Privacy, looked at which behaviours from people (I do wish they wouldn't say consumers) and brands are judged to be cool, or anything but, in the US at least.

The cooler things you can do on social media as an individual include posting about major life events - babies, weddings being tops, although de-friending fake friends is also rated as pretty cool. As for brands, well, it's "allowing for in-store purchases using a smartphone" (retailers take note) as well as "putting relevant content on social media." Ah, but what is relevant, you may ask. Perhaps answered most easily by looking at what is not relevant.

For people and brands, the bad behaviours are the 4 Big Bad B's:

BULLYING - pretty obvious for people, but for brands, it's stuff like using your data without permission, such as Facebook's "sponsored stories"

BORING - all those latte macchiatos and "I've run 4.33333km" and for brands, the wonders of your production process on your YouTube channel, unless it's done in a particularly wonderful way

BOASTING - I've just checked in at the Ritz/Guess who got 5 As in her A levels?/my book is Number 56 in the obscure-self-published-fantasy-chart/our Facebook page now has 88m Likes (although we bought most of those...)

BEGGING - be my friend/share my funny cat photo/review my obscure fantasy book/like our nondescript Facebook page/send us a picture of you with Bloggo brand...

So, no surprise that the least cool behaviours on social media for people include adding people you don't know as friends/connections and posting frequent "selfies" on Instagram.

And, for brands, inviting consumers to enter competitions and asking users to share a personal story for fun.

So, when you're looking at your branded content, it's a good start to check that it's entertaining, informative or useful.

And that it's not bullying, boasting, boring or begging.

Thursday, 20 December 2012

Behind the scenes at the museum

When I was a young lass, I can't remember anyone aspiring to be a curator when they grew up. Curators were associated with museums and long-dead dusty creatures encased in woodworm-infested display cabinets. Of course, museums have changed since then. Gone are the hand-scribed labels in fading purple copperplate and the forgotten cellar atmosphere. It's all flashing lights and hands-on experience.

Curator, from the Latin curare ("take care") traditionally meant someone who took care of and managed objects - artefacts, specimens, paintings or sculptures. But recently, as we've entered the digital age, the role has widened to include digital content and data - and, with it, interpretation and selection as well as simply "taking care".

Today's curators are Rock 'n Roll. Literally. I have seen the word in connection not just with contemporary art exhibitions, but with music festivals and DJs, with technology and even with curators of style and taste. It makes sense that with so much more creation going on as a result of the digital explosion, that there must also be more curation: interpretation, selection, guidance, juxtaposition, focus.

There are even people whose job description is Brand Curator. Whether this is what used to be a Brand Manager is not clear but these people have the remit of "delivering a curated set of customer experiences" as I read recently.

In these times of rapid change in marketing directors and departments, there does seem to be a need for one person in a company - with experience and a real feel for the brand - to take the role of Brand Curator. While focussing on the past and assimilating the present as it happens, such a person could also be of great use in guiding the latest marketing director into the future.

Wednesday, 5 December 2012

I see, said the blind man

The Power of Words from Seth Gardner on Vimeo.

One of the most famous and effective short stories is Hemingway's six-worder, possibly written as a bet:
'For sale: baby shoes, never worn.'
Most of us will hit on a tragedy when it comes to finding a meaning in these simple words, although there are other explanations, such as a baby with bigger feet than expected or even free-spirited hippy parents! But whatever the interpretation, it's what the words don't tell or spell out, that invites the reader into the world of the placer/s of this small ad.

This short story reminds me of another story, currently being used by online content specialists Purple Feather to remind potential clients of the power of words. The film is beautifully made, and, I should think, effective to those who haven't heard the story before.

But I have, and I think that the original version is far stronger and closer to the power that Hemingway conjured up with his six words. In the new version, the copywriter changes the blind man's sign completely:
FROM: I'm blind.
TO: It's a beautiful day and I can't see it.

The earlier version (attributed variously to Ogilvy or one of the Saatchis) is much simpler and involves the addition of three words to the original sign:

It's Spring and I am blind.

Instead of just spelling out the facts, this version draws the reader in to empathise with the blind man, to make their own connection and conclusion.

And, like all good creative ideas, it takes the basic truth of the client and brings it to life, rather than changing it.

Tuesday, 15 May 2012

Listed


If I really wanted to 'drive more traffic to my blog' - a phrase, incidentally, that conjures up images of cattle and whips, I'd stop the slightly quirky titles and promise my readers (sorry, traffic) something finite. 'The 7 habits of highly effective people', for example, or 'The Top 10 ways to drive traffic to your blog' or  'The 6 secrets of highly successful and beautiful women'. Apparently, articles and blog posts of this ilk attract clicks by the million - and it certainly seems to be a successful formula for a best-selling business or self-help book. In fact, the written word is becoming littered with lists, whether it's '100 things to do before you die' or '8 ways to tie a scarf'.

The appeal of this stuff is obvious - much of the thinking is already done, pre-packaged. You can skim through the list and think that you know all that there is to know. But do you? Maybe you recently voted in an article such as 'The 6 enemies of greatness (and happiness)' one that was recently doing the rounds. How many people actually chose an answer other than the given six enemies of greatness (and happiness - actually, why is that in there?)? 

Of course, most of these articles are harmless enough - a bit of pop-psychology to fill in a pause in the day. But underneath it all lurks a danger to original thought. The more we rely on check-sheets and forms and someone else's presentation from SlideShare on 'The 6 successful strategies of brands in commodity markets', the less we rely on first principles and fresh thinking.

I don't know who originally said it, but the thought has always stayed with me: thinking within a fixed circle of ideas is dangerous. As long as the questions remain there, then so will the answers.

Wednesday, 25 April 2012

Easily Peasily

I was never that great at Powerpoint, always preferring to shove it in the direction of Someone that Could.

And, before that, while I struggled my way through a presentation course on the use of overhead slides (do you remember the horror of the research agency turning up with a stack of the things that could challenge the Empire State Building?), I was always more of a flip chart girl.

Marker pens and hand-scrawled graphics were always my chosen mode of operation. I still throw a hand-scrawled thing (scanned, of course) into a presentation now and again these days.

Well, my life could be made easier by the new infographics apps now available online. Take easl.ly, for example. It's still in beta, but inviting people to come and have a play around. I had a quick look and it all looked very drag 'n drop 'n easy.

I just hope that it won't become as commonplace and groan-inducing as the original clip art stickmen, who I still have nightmares about. They should never have been let near party invitations.

Friday, 25 November 2011

Entertaining, Interesting and Useful

In these days of so-called "distraction culture", we are constantly reminded that for branded content to work, it must fulfill at least one - and preferably more - of the three following criteria:
- entertaining
- interesting or informative
- useful

Even in the days when we didn't have so many distractions demanding our time and our attention spans were slightly above that of the average butterfly, I think the same thing was true.

I can still recall many TV commercials from my childhood that were genuinely entertaining, probably more than I can from the last twenty years, although that's possibly a sign of age. Interesting or informative is a little more difficult, although I think many of the classic long-copy print ads fall into that category - there were some great ones on the London Underground platforms.

The useful category had me stumped until I started thinking beyond what was called "advertising" at that time. And then they came, tumbling back into my memory - those often subtly branded items that became part of of everyday life - and, dare I say it, improved it in some little way.

The Be-Ro cookbook, with its recipes for Fairy Cakes and Victoria Sponge. The National Benzole set of "touring maps" of Great Britain - a must for those caravan holidays in Wales or Scotland. And the Lloyds Bank "Black Horse" money box for young savers which apparently evoked many a Godfather joke amongst the bank staff at the time. But - I still hold an account with that bank to this day!

These days, of course, many of the "useful" ideas will be apps rather than something solid and tangible. But if brands can develop digital gizmos that are half as useful as the examples above, it's one way to keep people involved for more than the distraction culture's seven minutes.

Monday, 12 July 2010

Funny old game

One of the things that makes working in brand communication so interesting is that you can never predict what exactly is going to catch the public imagination.

Take the recent World Cup. Apart from the football itself, what got people talking? And what scenes and images from the whole circus are we left with?

The sound that is most likely imprinted on the collective audio memory is not Shakira, or Waving Flag, or any of the other songs, but the monotone drone of the onomatopoeically- named vuvuzela.

And the visual image has to be a character with whom I feel a certain kinship. Born in England, living in Germany, Paul the psychic octopus.

And what have they in common? Well, without over-analysing, I suppose you could say that both a vuvuzela and Paul are a little rough and ready. Unpolished. Definitely not high-production, high-gloss.

Football and brand communications - both are a funny old game.

Friday, 8 May 2009

Digital Diarrhoea


I had a good old chuckle at Claire Beale's Opinion piece in last week's Campaign. Having wasted another morning reading yet more uninformed opinions on newssites and hopping mindlessly from one obscure blog to the next (more paddling than surfing), all in the name of trying to put my finger on the Zeitgeist, Claire hit the spot.
She was actually writing about the "Complaints Culture", specifically complaining about ads. People do - in their thousands - because they can and because it's easy:
"Yet our complaining culture is not simply a result of an effortless system for lodging dissatisfaction. It's also a result of the cult of the individual, the growing sense of our own importance and a growing belief in the wider significance of our ideas and opinions that has been nurtured by the digital revolution.
We're all blogging, Tweeting, telling everyone we know as often as we can what we think and feel about everything. And, of course, we all assume everyone's interested in this digital diarrhoea.
The media has helped drive this sense of importance, falling over itself to encourage comment from audiences and, in turn, eagerly using this wealth of opinion as fresh content (which the audience is invited to comment on, creating a terrifying cycle of comment on content on comment that might never end)."
Oh dear, now I'm guilty, too, after regurgitating that lot. Someone pass me the blog roll!