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You can’t blame the cliché

You’ve only got yourself to blame. Or rather you should only blame yourself. If everyone took this attitude we’d soon be rid of the clichés.

If everyone said I’m not settling for this because everyone’s used it before, all of a sudden there’d be a discussion point. With the inevitable question: how do we come up with something that’s not been done a million times, something that isn’t a literal interpretation of the point we’re trying to make? That’s where it starts! It’s funny because every marketing agency, B2B or otherwise, claims differentiating strategy and creative work as standard.

WHY then? Why is it so rare?

View the 101 clichés website at http://www.101cliches.com/

Jog off until it's finished

In a world of proliferation and abundance no wonder people expect design in an instant. The other day I was going about my morning when my ears pricked up to 'yeah I like it, just do it quickly!

How very dare you - I understand the pressures of a b2b agency and the commercial reality - but surely - more haste, less speed gets the preferred outcome.

Design in my mind is a passion, you don't just knock it up and have done with it. Yeah sure you can throw something together, but you can't find a balanced thought provoking piece of design in an instant can you? - I can see it in the future through my crystal ball (number 003 in 101 Clichés), DESIGN-A-DISC, just load up your images type your wordy things and hey presto - 0800 DESIGN. Yeah whatever.

Anyway, during my formative years as a designer, I spent most of my time lurking in a dark and stuffy basement hunched over old fashioned printing presses and screens - an enchanted land in distant memories. It allowed me a freedom of expression that formed my way of thinking and secured my un-devoted interest for 3 whole years.  Ahhh, sunny Salford, this is where the passion formed. I remember my first lecture pretty much being formed around the wrapper of a Wrigley's spearmint chuddy wrapper, an hour passed and we were still transfixed by this seemingly futile piece of printed foil. 1 whole hour unfolding the beauty of something so simple, time had no meaning, there was a task in hand. That was the start of the love affair (officially). I had been collecting (GOOD) flyers, stickers and labels for years and never really understood why, I knew they looked good and hid the pea green paint job in my bedroom, but i didn't know why they looked good.

Now I know why said collection looked so good - because someone has taken great time and effort to ensure that they were crafted to there best.

I promise to DO MY BEST.
To do my duty to Gutenberg, and to VAG Rounded,
To keep the Law of the Sans-Serif Pack, and to do a good turn to some type every day.

Bull running for my life

It’s not often in life you get an opportunity to experience the extremes of another nations’ culture. Think of an Italian at a 5 day test match, barmy army and all and you’ll get what I mean. But on my recent bog standard ‘Costa…’ holiday in Spain I took the opportunity to go bull running. Not without a great deal trepidation and hand-wringing. Firstly I had to persuade the family (wife, 3 kids) I would be careful, whatever that means at a bull run. Then I had to square my conscience, they don’t actually kill the bull by slow torture do they?, it’s part of their culture etc etc. Then I had to steel myself for a late night, it doesn’t start until 12.30am and finishes around 4.00am (way past my bedtime and I wanted to stay sober so it was a long evening). As we walked up to old town Calpe we decided there were no downsides, even getting gorged would in time become a scar and a terrific story you could dine out on for years, death – a rarity – would become a story for the wife and kids to relay.

The experience was absolutely mind-blowing. 3,000 people (pretty much all Spanish), small kids, mothers, grandmas and granddads, young Spanish lads trying to make a name for themselves and vetran bull runners with the scars to match. Non-existent Health and Safety, no police, marshalls or stewards, one ambulance…! The smallest village fete in the UK would have all this and more. Over 4 hours 6 bulls were let loose into one street, 150 yards long sort of fenced off either side with prison cell cages with bars just wide enough for a relatively slim man to slip through unhindered, and that’s about it. The whole audience just taunts, goads and generally try to wind-up each bull, even the little kids have their toys dangling from the end of poles trying to whack the bull as it goes past. Bottles, glasses, sticks are thrown at the bull, blokes hit them with long sticks and everyone dances about in front of the bull trying to get it to charge. When it does everyone rushes to the nearest cage and jumps through the bars to relative safety, the bull still butts the cage repeatedly (and they’ve got long horns), the bravest few never go into the cages and dance around dodging the bull until it gives up and moves on to easier targets. We started of like wuss’s but by the end of the night high on adrenalin and a Spanish sized brandy we were going for it side by side with the locals (still with an eye on the cage of course). Oh by the way, the final bull was bought out and had fireworks attached to its’ horns, now that made it very very angry and me a little bit sick and ashamed for being there.

We saw a gorging and a few flippings which are unbelievable to witness live.

I’ve surfed some pretty big waves, walked about Moss Side at the wrong time of night, had some running battles with various football hooligans over the years, but the adrenalin rush, fear, excitement, disgust of your first bull run tops them all.

As an experience of culture there’s nothing so un-British.

The hottest b[r]and in the world...

A couple of months ago I was in Verona to see KISS at the arena, and something struck me, the absolute range and diversity of the 20,000 plus people with me. And I thought how on earth have these pensioners from the USA continued to remain relevant to such a large and varied demographic.

You know what, it's simple and a lesson to many a B2B and dare I say it B2C marketer. All that KISS have done is give their market what they want. They haven't continued to release new music or try and go off in some new fangled rock/rn'b/dance/jungle/hip hop/folk hybrid direction, they listened to their fans and brought back the facepaint, pyro and spectacle which if the 3,000,000 or so people who saw their last tour is anything to go by was the right decision.

So there's the paradox - everyone's searching for the next big thing and hoping that the market wants it. When in fact all we need to do is listen, adapt and be relevant to those you want to reach. We call it Brandialog - KISS call it Rock n' Roll!

We're losing it

We’re losing original creative heritage everyday. I was reading a feature on Alan Aldridge who among other things illustrated ‘The Butterfly Ball and The Grasshopper Feast’.

I remembered being shown this book while chilling out with a mate a long time ago and the impression it made on me then; gorgeous, trippy visuals of great depth and character able to unite adults, kids and experimental adolescents alike. Just look at them! So I rushed to Amazon to reunite with this work, which is still as original today as at the time of publishing.

But stone me if it wasn’t out of print! Has the world of publishing lost its mind? A national treasure of anti-clichédom is drifting into the world of collectibles. It should be on every agency shelf. Every brand manager should read it to the kids hourly! Bring it back. Now.

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