I’ve trimmed a seven-minute video promoting the event (I am assuming Contagious won’t mind; after all their name implies they want content to spread) to this 2:30 segment above.
Somehow Sir John captures in a couple of sentences everything a brand needs to know and do in an age where most consumers and users value genuine transparency over some corporate CSR program intended to buy good will.
“Brands have a responsibility to deliver a brilliant product that answers a consumer need as efficiently as they can in a way that is inspiring.”
I’ve added the emphasis on the words brilliant and inspiring, as we don’t get enough of either from most brands.
It sounds rather simple, doesn’t it? A brilliant product that we actually need. Manufactured and delivered efficiently, and ideally, sustainably. And done in a way that inspires.
Does any brand do that? Even Apple and Nike only deliver on two out of three.
John adds another thought that becomes important to those of us in the business of helping shape brands.
“If I were in charge of a brand the first thing I would do is demonstrate that we are creating work that is genuinely a benefit to society and when we talk about those brands, as a consumer advocate, that we’re doing it in a way that people admire.
Again, my emphasis. But Sir John believes that it’s the brand that should be a consumer advocate. That it’s more important to demonstrate that advocacy through actual behavior (versus contrived messages) and that when we do create messages we should produce content that is actually admirable.
Simple instructions for clients and agencies.
Maybe there’s hope for brands and advertising yet.