In the late 1600’s, Jonathan Swift, the Irish satirist said, “The proper words in the proper places are the true definition of style.” I’ll bet Belfast to a brick that he could never have envisaged how true his statement was when applied to the subject of managing a brand.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
I’ve never been very sympathetic with people who whinge about their fate. I’m especially unsympathetic with today’s retailers. In the last days leading up to Christmas I heard nothing but the bleating of bleeding hearts and the sad decline of Christmas sales.
Happy New Year everyone! I have to confess, I’m not usually into making resolutions but I do like the idea of a good old fashioned ‘revolution’. So here’s mine for the year; I hereby promise not to give up on the ridiculous, insane, inane marketing practices of retailers and as an adjunct I swear not to retreat to my study and suck my thumb every time I witness the misuse of marketing funds in advertising. There, I’ve said it publicly and I’m now condemned to living the revolution. So without further ado let me begin the new year with a demonstration of my revolutionary promise.
Ah! Now for a sit down… Why would anyone make an ad for a bank with a knitted doll or a plastic flower that talks? Dolls and plastic flowers don’t talk… or do they? Maybe I missed something.
Now which bank was it? (pause) Come on think! What was its name? Crikey you’d think I’d remember, after all it’s a doll and a plastic flower telling me where to bank, maybe the alzheimers is kicking in … nah, can’t remember… it’s escaped me…
In the advertising business there is a common belief that strategists and designers are different animals who should never be left in the same room together. I’m glad to say at Jack in the box we are not so precious. While we respect each others talents, we also encourage ‘crossovers’ because it broadens and sharpens all our skills. More importantly, it gives our clients the benefit of sound thinking which creates greater performance.
Such a mind synergy allows me to feel completely comfortable in discussing my favourite strategic design subject – ‘typography’. I want to look at it from a purely strategic viewpoint and discuss why it matters so much in the communication business.
As brand architects it’s our business to know about brand ownership. You have absolutely no idea how many people believe that once they’ve had a brand designed and paid for it, they own it. If your one of those people I need to very quickly shake you from your complacency.
The majority of the world thinks that we’re just spoofing around and I can’t blame them for that, most advertising men and women look like they’re having fun most of the time… and we are! We like what we do and if you aren’t having fun it follows in logical conclusion that you’re having a miserable time… we’re not. We deal with some heavy responsibilities, impossible deadlines and of course people’s money, so we’re under the pump but the majority of us still love what we do and have fun doing it.