THE BRAND, THE PRODUCT, AND HOW TO TRIGGER THE TASTE FOR IT

The Art of placing Great Brands and Products into the market

Taste, whether it be acquired, educated or generated in marketing a BRAND or PRODUCT it's about undermining your present taste for what I HAVE TO SELL YOU, and that means a taste has to be carefully and somehow personally cultivated for you to join my winning side, and yes Ladies and Gents, its all about winning, it always has been, it always will be!.

Making the case for change, change of taste is about placing change into the hands of the potential buyer, delegated change of taste. Delegating change of taste to the potential buyer needs to be navigated and skillfully done, it can not just be thrown to the wind with a hope of success, but never the less it needs to be delegated in nature that is impersonal and seems to the punter that they have made the choice, but choice has been decided by well thought out strategic design. As in any well-thought play, there always has to be a well-rounded plot, the success of any really great advertising campaign is that the buyers had the idea that they and they alone made that conscious decision to buy that brand, that product, they did it and not by force or persuasion, but we all know otherwise!

Subtleness is a great power in its own right, and in the right hands its damn right deadly. Subtleness is the ART OF SAYING ALMOST NOTHING and saying it so softly and quietly you would struggle to even hear a word, let alone recognize a gesture, and words and gestures go together in advertising like ham and eggs. This art of being almost invisible is really a stealth culture, the ability to be deadly and precise without even been seen or heard, but we see very little of it in today's marketplace in the world of Advertising and Branding. I will give overwhelming accolade to a TV ad by Cadburys Chocolate who used this equation, this philosophy in one of their TV Ads, where a young girl walks into a shop to buy her mother a bar of chocolate and pays with buttons and little toys, hardly a word was spoken, it was a massive hit and the Ad reduced me to tear in seconds, if it did it to me how many millions of viewer did you think it also moved. In my opinion, the Creative Director that created that genius of an Ad deserves to win a Designer and Art Directors Award, the famous pencil, I won one of these awards too when I graduated from Art College and believe me, you have to work damn hard to get one, the competition is fierce, but you know you're the best when you have it. Anyway, that TV Ad by Cadburys Chocolate was a MASSIVE HIT in my book! Remember SUBTLENESS IS POWER!!!

Creating a Brand, a Product is relatively easy, and to some degree advertising it is easy as well, but lets us not forget advertising is costly and a hit and miss venture at the best of times, my experience in Investment Banking coupled with my expertise in Design has taught me one valuable lesson, the market can change on a pin, your campaign is going to be expensive and there's not a 100% guarantee it will be successful. So the biggest question is how does one generate, create an appetite an hunger for your creation, your brand and where on earth do I get my buyers. Well here I have two simple categories that I live by, the shoes on my feet are a NECESSITY, MY WRIST WATCH IS AN ACCESSORY, I damn well need my shoes, I can quite easily live without a watch! UNDERSTAND this BASIC PRINCIPAL and your do well!

Once, and only once, you have understood this basic principle of people's needs and wishes, accessory are wishes!! it's then you can formulate a strategy to advertise, I really dislike to word formulate, to create would be a far better interpretation of a CREATIVE EVENT, far more PASSION INVOLVED. People today want to be reminded of PASSION whether that is a Brand, a Product, a Film, or even a Book, that's why 50 Shades of Grey knocked the shocks of millions of women WORLDWIDE!!!!!!!! Really people and their buying habits, what turns them on are quite simple, I WAS TAUGHT THAT SIMPLE EQUATION on my first day at Art College, it's not hard, and the simplest is SEX SELLS, so by magical default make both the Brand and the Product SEXY, right, dead easy. There are millions out there both men and women that want to be seduced by a brand, a product in one manner or another. Men's beauty and healthcare products are now a multi-million dollar market, when I was at Art College it was non-existent, I was still wearing my father Old Spice, which might I quickly add, has REJUVENATED its image and placed it well in today's market. The one product that's has stayed with me all the till today, is my beloved faded LEVIS, a product in my opinion that does not need to be advertised, they seduce you with their sex appeal, they're great to wear, they're hard wearing and by GOD they go great with a White THOMAS PINKS shirt, that's a product of my Investment Banking days, but believe me the LEVIS and Pinks go together like ham and eggs, if either company want me the model and star in a TV Ad just let me know, and I be there like a shot out of gun!!!

TASTE HAS TO BE TRIGGERED, it needs the right buttons to be pressed to make someone say, that's for me, that going to improve my life, that's what I want that's what I DESERVE, and its this last word DESERVE that is the MAIN EMOTIONAL KEY. Now given the realistic fact that there a good few billion of humans on this planet, roughly half male, half female, all with unique personalities, none the same, all with different outlooks, all having different disposable incomes, its going to be a nightmare to find that UNIQUE EMOTIONAL KEY, your right, but there is one CONSTANT, and that word is DESERVE!! YES, FOLKS, I deserve that, I've worked my ass off for that, I need that. You know I reckon there are digital data mining companies and companies running expensive algorithms served by expensive date analyst, and programmers and an endless list of mathematicians just to work out a simple age-old fact that would cost me tuppence ha'penny, ITS LAUGHABLE. Taste for your CREATION, your Brand, your Product is done by one other key factor and that's CLARITY as clarity is the KING when it comes to directness in the very competitive marketplace, clarity gives COHERENCE to MARKET INTERFERENCE and in a digital marketplace of today there's plenty of that, its what gets your BRANDS MESSAGE HEARD and the other's IGNORED, or placed in the SHADOWS. And REMEMBER THE KEY PHRASE IN MARKETING A BRAND OR PRODUCT, IS... YOU DESERVE ME, CAN YOU AFFORD ME, OR, CAN YOU AFFORD TO LIVE WITHOUT ME!!!!

Buy the way, If anyone does know any key top MEN or WOMEN over at LEVIS or THOMAS PINKS tell them that you know a WIDELY CREATIVE, ECCENTRIC, CHARISMATIC, ENGLISH ARTIST, DESIGNER WHO WANTS TO MODEL THERE JEANS AND SHIRTS IN THEIR NEW TV AD!!!!!! If they want, I can write and direct the ad myself in my own very humorous manner!

It was a PLEASURE ENTERTAINING YOU, well at least I hope!

CASE CLOSED!!!!!!

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