NORTHERN PLANNER

I was reviewing some European ads for something or other and noted how many brands claim to be for true individuals. It seems you can’t move for genuine one-offs in this continent.

At first glance, it sort of makes sense for these companies to behave like this, a cursory look at the data sees more people in Western Europe agreeing that personal taste is more important than fashion every year. I don’t buy this  totally though, it sounds like ‘the right answer’. No one would want to  admit being one of the herd thanks to the cultural pressure in the west to be indivuidual.

Anyway. as far as advertising and popular culture are concerned, there is nothing more obvious and common than individuality. Or so it would seem……..

I propose it’s not who you are that makes you different, it’s what you do. There’s the old cliche that each human is an original of the species – 0.1% different to everyone else. But reverse that -we’re 9.99% identical. Biologocally, most of us really iare not that special. Buying stuff won’t do it either, whatever wrapping you give yourself,in the end, you’re not that physically different to me.

What makes me different to you is what I’ve done. I have lived a different life to you. What I’ve experienced, what I’ve seen, what I’ve read, the good bits, the catastrophes – those are the things that make me who I am. And unless someone has experienced all these things in the same order, they’ll never be me and I’ll never be them.

Now this feels like territory for those brands stuck in bland individuality corner – give them experiences that are truly unique, not ‘stuff’.

It’s also pertinent for planners. We need to stand out as discipline – creatives and suits need to WANT us there. They got on quite well without us and can still if we’re not useful. You need to have experienced lots of stuff they haven’t. That means reading, doing and finding more. Of course, time is just an issue, but you’ll find a way. Just doing and reading the same as planners in other agencies means you’ll always come up with the same stuff. Be a one off through all those things that you’ve done.