“Happy New Year!”
As we approach the middle of January, these words do start to lose their resonance. Unlike Christmas, there’s no accepted cut-off, no Twelfth Night, to guide us. There’s a fair chance that this is the last time you’ll hear them, for a year at least… New Year’s Resolutions usually follow the same timing plan. By the middle of the month, many a ‘Dry January’ is already looking decidedly moist, gyms are getting emptier and houses return to their less tidy, but more homely, natural states. Even newly converted plant-powered Veganuary-ists may be waking up to the smell of bacon.
Saying that, as the world turns on its axis and the daylight hours extend, it’s as good a time as any to consider what changes are needed to step-up brand performance – and never more so than when you’re responsible for a team of people, accountable for their commercial performance and central to the culture they live in 5 out of every 7 days (and often more). Reflecting on the changes needed over some slightly stale mince pies, we realised that the answer lies with Call the Midwife.
If you’ve never watched it, it’s about a group of midwives (no, really!) in London during the 1950s. In most episodes, nothing happens and then it snows. Yet on Christmas Day it was the fourth most watched programme and is the biggest new drama series on BBC One since records began. Or there’s Downton Abbey too, set around the 1920s where ‘those upstairs’ flirt with ‘those downstairs’. And before both we had Heartbeat, the ITV police drama set in 1960s Yorkshire which used the same plot for every single episode for 18 years.
But what has this got to do with your marketing resolutions?
As it turns out, everything, really. When you consider why these programmes are so popular, you uncover the heart of so many frustrations with the current status quo. The gentle nostalgia appeals because it paints a picture of a period in time when communities mattered and people cared. Policemen were respected, midwives were magical and jobs were for life. Contrast this with the return to work for many in January 2018: huge commutes, little job security, the globalisation of industry set against an international political framework of growing extremism: you can understand why many are questioning just how far we’ve come in the last 60 years. We may have ‘Smart Homes’ and technology at our fingertips but now we also have armchair ‘experts’ & professional sceptics in all areas of life…why trust your doctor when you can diagnose yourself on the internet before you go to your appointment and then check whether the doctor gets it right?
In business terms, the impact on marketing teams is greatest of all as they sit at the very centre of the business: everyone is now a marketing expert. Performed well in sales? Have a crack at marketing. Done a great job as a management accountant? Try being a brand manager. Don’t expect to be one for long though – you’ll soon be moved to a role in customer marketing. Actually, do we still need brand managers? We don’t need to worry about brand positioning any more, this is the age of ‘big data’ and personalised marketing. Forget about long-term strategy, let’s build followers on social media NOW!
Extreme perhaps. But working across different client companies and sectors we see it as a consistent pattern. Unsurprisingly, the discipline of marketing itself is being undermined bit by bit. Brand success is not delivered within a calendar year regardless of resolutions. Brands are built over time, the product of a thousand small gestures – we all know this and yet too often we don’t create cultures in which such success can be delivered. So a break with the past is required. This year, make five OLD Year resolutions that will transform the happiness of your team, the approach they take and the commercial success that you deliver together. Here are our contenders.
OLDIE #1: Work Less
Marketing is not a science, it’s an art and it needs to be treated as such. Brand-changing ideas are seldom created in windowless meeting rooms however well thought through your agenda might be. To get the best out of ourselves, we actually need to think differently about the working day. The human mind can focus on any given task for 90 – 120 minutes, then a break is required. Instead of worrying about time spent in the office and what can be achieved in any given day, switch the focus to ‘what can be achieved in a 90 minute session?’ Can’t be done in your working environment and your culture? Not true: challenge yourself. Create the physical & emotional space needed for creativity. Structure in time out of the office or undistrubed time for focused effort. Stop multi-tasking. Spend time with customers and consumers in the real world. Less time and more focus will transform productivity.
OLDIE #2: Market Marketing
Marketing expertise needs to be respected and specialisms should be celebrated. This applies equally within businesses, within marketing teams and within the wider marketing communities of agencies, suppliers and clients. A great customer marketing manager should be allowed to flourish within their specialism, not pushed to also become an innovation expert. Agencies must also take note. Great advertising is born of great positioning which relies on solid research but no agency can claim to have expertise in all three. Marketing is wide-ranging, complex and critical to commercial success. It’s time to give the discipline back the respect it deserves.
OLDIE #3: Get Personal
“Business is business, it’s not personal”. What a daft saying. Your career is not separate to your life, it’s a core and intrinsic part of it. It should be personal. When it comes to building brands, personality is absolutely everything: most purchase decisions are made subconsciously and great brands succeed by building intense emotional connections with consumers. Of course, marketing teams need to retain objectivity but this should never be at the expense of personality. A marketing team culture in which everything is a bit more personal – for the brand and the people working on them is no bad thing.
OLDIE #4: Focus On Your Foundations
Modern technology is incredible and the pace of its development creates a myriad of new opportunities for brand building. However, despite the claptrap you may read, technology has not changed the fundamentals of marketing. Brand positioning is critical, consistency of activation is imperative and a brand without a purpose is never going to inspire. Start the year by making absolutely certain you’ve got your brand foundations in place – if you’re not executing consistently against a clear positioning built on unique insights then all the Twitter followers in the world and that lovely app that works with an Amazon Echo are not going to move your brand forward before 2019.
OLDIE #5: Be A Wolf
There’s many a marketing regulation in 2018 that would have prevented the most famous advertising campaigns from existing had they been in place for the last 60 years. But that doesn’t mean that 2018’s marketing campaigns need to be timid. Brands have to be talked about. If not, they’re just products. Be bold and push boundaries, it’s the only way to be heard.
In with the old!
Rob Parker is a Partner at The Crow Flies, a research, strategy and innovation company that helps discover the direct route to success for brands and businesses. firstname.lastname@example.org; +44 (0) 1283 246260. For a different perspective on your research, strategy or innovation brand challenges, get in touch. © The Crow Flies, 2018