shallow post about a fundamental issue in branding and the digital age

My respect for this guy is growing, although I am sure he doesn't need it.

He wrote an article in last week's campaign magazine which I think illustrates a very interesting point about advertising and branding in this 'digital age'. (and for the love of God, I can not find the article anywhere online).

In short, it is about two Unilever brands, Axe and Dove, which stand for two radically opposite concepts of beauty. Axe stands for seduction (i.e. the more you spray, the more you'll get laid), Dove stands for real beauty (i.e. real beauty is within, and every woman is beautiful).

The point made in the article is that consumers are beginning to raise legitimate questions about Unilever's integrity, as a parent company. Thanks to the internet they are able to voice their question: where does Unilever stand in terms of beauty?

For me, the interesting thought is that whilst agencies and brand owners are trying to figure out how to exploit the digital medium from an advertising perspective, consumers are one step ahead, and they are using the digital technology to ask more fundamental questions about branding and business models. How will Unilever react?

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UPDATE 01/11: Russell kindly posted the article in comments: http://russelldavies.typepad.com/advertising_practitioner/2007/10/dove-lynx-incon.html have a read.

I'm back

Moved houses. No phone, no email and no telly for a while. been watching Woody Allen movies on DVD. :)

Lynx - Getting Dressed

I was looking through some linx ads. This one for me is kinda where the big idea begun. I remember goosebumps when it came out. Some more are available on bbh.co.uk

I am writing an article. Comments appreciated.

I am currently writing an article to support my own job search in advertising.

In it I argue that an MBA education is very valuable for people who want to work in the advertising industry, because advertising ultimately deals with business problems.

Normally i wouldn't need to write an article to find a job (my cv would be enough). Trouble is that the advertising industry is not used to dealing with MBA candidates, so a bit of explaining is necessary.

The article is currently in draft version, so any comment is appreciated. Have a look.

Estate agents, two good advertising recruiters, and a damn good advertising essay

In the past few weeks I have experienced tons of frustration coming from two different sources: estate agents and advertising recruiters. I found that the two categories share the same arrogance and lack of professionalism, fuelled by an excess of demand and lack of supply*.

Whilst the property side of things remains a source of frustration, I seem to finally be making some kind of progress with recruiters, having finally met two who seem to be taking some time to work with me in a productive way.

Re-ignited with optimism after one such meeting I decided to buy a copy of Campaign on my way back home. In it I found a great little booklet called “what is a Brand”, by Stephen King, the father of account planning. It’s an essay on the importance of branding and the role of advertising.

I normally enjoy reading about advertising, but I have to say most advertising arguments tend to be fluffy, qualitative, vague in their language. King instead uses terms like ‘retailers’, ‘manufacturers’, ‘profit margin’, ‘discount’ … in short he uses MBA language and he really really cracks it!.

I have always believed in the value of a formal approach to advertising issues, and I guess this essay is one rare and brilliant example of it. It was written in 1971, and the outcome is clear, straightforward, limpid, 35 years sooner than anybody else. I find it reassuring.

The only version I found online is here (2Meg PDF, courtesy of The Straufenberg Repository), so I really recommend buying a copy of Campaing this week. There is also a book by King, A master class in brand planning, coming out soon.
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(* I am debating whether to write a post specifically on estate agents in London)

I should have been born 15 years earlier. (at least)

And I wouldn't have missed the Police live, when they still had it.

This is Can't stand loosing you, live in 1979. I was 2.

Not Made From Wheat Made From Oats Instead abix Oatibix

this is a bit old, but i met the woman who did it on tuesday and it reminded how funny it is. enjoy.

Oxford to Cambridge. 150km

I wake up this morning with a strong sense of accomplishment and even stronger pain in my legs. Yesterday I have been riding from Oxford to Cambridge (150km). It was one of my goals for the summer.

















The start was short after 8.00am in Oxford (thanks Stefi for driving me there). It was 6 of us from LBS riding (Michael, Dan, Silvio, Phil, Gavin and me) plus 2 more who joined us later (Michael and Dan). I realised later how important it is to do these kind of rides with someone else. I don't know if I'd have managed on my own.














The first 60k were very enjoyable. Chilly autumn air, quite countryside lanes, riding as slow as possible to conserve energy. Kilometers 60 to 90 were where the climbs begun. Nothing like the alps, but enough to stiffen up your legs, which was my greatest fear.

At about 90k we took a break for lunch, and started again for the afternoon. A few more hills for another 30k, and then the final, dreadful 30k to Cambridge, with no more energy left in the legs, cramps, and a slight but annoying front wind slowing us down even more. A big thank you to Phil and Dan for riding with me in this last bit: they kept me going.

Unfortunately I don't have many pictures of the latter part of the ride, as i was too busy pedaling, but hopefully I will be able to add a few more if the other LBSers have taken some.

I will definitely do it again next year!