NORTHERN PLANNER

I was chatting to some friends this (actually face to face to face, yay!! Even though it was under a canopy and the rain was pouring down, it was ace).

The discussion roamed far and wide, but there was a spirited difference of opinion on Game of Thrones. A minority thought the whole thing was an overrated waste of time, while a real outlier thought the ending was actually quite good (if you haven't watched it, the common view is that the final series was something of an anti-climax). 

It got me thinking, there are plenty of things in popular culture you're expected to love, things that are beyond criticism. There are others you're supposed to hate. 

Take Mrs Browns Boys. Most people I know think it's hateful, but there is a reason the BBC gives it primetime. The so called mass market loves it.

Actually, most people couldn't give a monkeys about Game of Thrones. 

What does this mean for the job?

 

First, know your audience and avoid doing strategy for yourself. 

Do everything to understand what the people you are trying to influence take to the hearts and enjoy, it's not likely to be the same as you. 

Marketing is really a battle for popularity, don't forget that. 

Take time to read weird reference to generate originality and a fresh perspective, but spend even more time watching, reading and experiencing the real day to day of their lives.

They think life is more interesting than brands, so genuinely start with what they find interesting and work back. 

 

Second, be wary of the 'you must like this and hate this' rules in your own job. 

Just as millions of people like U2, Mrs Browns Boys and Venom (panned by the critics), don't be pressured to parrot Byron Sharpe.

Question Mental Availability, it's only part of the story.

Question the relentless 'short-term is evil, long-term is the one true God' agenda. 

Successful digital clients are questioning the focus on digital performance and moving back to brand building, you should too.

But then again, be wary of the 'emotional brand is good, rational persuasion bad' dogma.

Be even more a wary of those who say people want to buy from a brand with a social purpose, but they will be right some of the time. 

 

In other words, it's good to respect the experience and practises of people in the industry, but the reality is, most ways of doing things work some of the time, but not all of the time. 

No one likes to admit that the job is artful dance of doing what will work and what you are expected to do. 

I didn't say it was easy.

And that person who thought Game of Thrones ended well was me!!