Pop quiz: what is the longest running marketing campaign in history?

The longest-running marketing campaign in history is still going strong after tens of thousands of years.

Can you guess what it is?

Answer: Religion.

Religion has understood the fundamentals of brand development since time immemorial.  It successfully uses all the building blocks to create emotional and intellectual bonds with people, such as:

          - Symbols and sounds.

          - Constant call to action.

          - Differentiated environment.

          - Belief system.

          - Fear of the alternative.

Ever purchased a product you just couldn’t do without?  Ever wondered how some products just seem to click with everyone?  The inspiration for these products actually came from us in the first place.

Companies achieve this by obtaining our buy-in to what we already believe we need.  They know what we value; what we care about and sell it back to us at a premium.

Religion was savvy enough to work this out a long time ago.  There is no product that has lasted as long as religion.

Well, perhaps prostitution – but that’s for another blog! (maybe)

If your company is looking to create a divergence; a movement; a legion of followers - then a look at the success of religion could provide the inspiration you need.

Alternatively, you could do nothing and hope that divine intervention saves your business anyway.

Hotworthy Upworthy.

Here are my hottest picks from Upworthy for the month of May 2013.

This idea simply blew me away.  If you are thinking of starting a business, a new product or service, or entering a new market, spend some time analysing the PostSecret concept and why it is so engaging to people.  It has all the answers you need to create an awesome business model.

This is very cool.  Watch closely.  Talk about reaching your target market.  Every time a child is born, the world has another chance to get it right.  If we want to save the future of the planet, then we should be protecting children as ferociously as we want to protect from environmental vandalism or corporate greed.

This great video caught my attention because I am a big believer in using the pay-it-forward philosophy to be successful in life and in business.  Whether you are networking, developing new products and services, or engaging a new market, if you view your external world through the eyes of pay-it-forward, you will be successful.

Why did I pick these?

So many stunning ideas are created by those focused on helping others.  Take away the pressure to make money and the creative process flows brilliantly.  Money makes us think about ourselves and we take comfort in coming up with our own idea, not a solution for someone else.  A business needs to have this same culture if it wants to be successful.  Yes of course, we need to keep a healthy respect for the bottom line.  But there is no denying that some of the most inspiring products and services ever invented, where born from someone’s hell-bent determination to help others. Success in business is about creating movements, not products.  To have fans, not customers.

BTW - haven't yet cracked what LinkedIn is actually all about?  Hint - the best networkers pay it forward.

 

AFL Footy Show double standards hurting AFL brand.

If the Footy Show wants to know why 13 year old's think it’s OK to vilify players, it’s because these kids are watching their program.

Last night, after sanctimoniously espousing the need for spectators to show more respect towards players, the Footy Show quickly reverted back to the rubbish that is influencing their younger viewers – especially with the new earlier time-slot.

During his segment, AFL legend Brent Harvey was persistently goaded about his height; including a comment from his own club president and the further insinuation he was the son of a dwarf.

Later in the program, Bill Brownless was referred to as “hey, fat man”.

What struck me during the recent incident involving Adam Goodes and a young spectator’s poor choice of words is they are exactly the words constantly used by the Footy Show to vilify Jason Dunstall – another AFL legend.

Like any organisation looking to grow and create more fans of its product, the AFL is grappling with a number of issues that relate to how well it can manage its brand in the community and its place in society – especially as a sporting entity in Australia.

The quickest way to kill a brand is when the true culture of an organisation is inconsistent with the positive messages of the product.  The market will find you out very quickly and tear your brand to shreds.  The AFL has had one of those weeks.  They seem to be happening more frequently.

The Footy Show is one of the AFL’s critical touch points with its market that are out of control.

The younger generation are watching the Footy Show to see their AFL idols and consequently the AFL should insist that the Footy Show shows some leadership on how to treat sporting heroes with respect and reverence.

I have lived in sporting clubs for 36 years having played sport every weekend of my life since I was 5.  Consequently, I understand the magnitude of the challenge ahead for the AFL to change behaviour and culture.

What the Footy Show is allowed to keep dishing out is failing the AFL and Australian sport in general.   

The program is a dinosaur.  It’s a big thumbs down from me.

Hotworthy Upworthy.

My April favourites from Upworthy.

 

Escape from North Korea.  Twice.

Compelling story.  I had never really comprehended (well, to be truthful, had never given myself the chance to properly consider) the plight of the North Koreans, until it was captured in this amazing presentation.

How many stories like this - that Australia needs to hear - are hidden away in places like Nauru?

 

UNICEF Advertisement.

Fantastic bit of creative.  Every time a child is born, the rest of the world is given one more chance to get it right.  We need to stop those that are getting it wrong - or just don't get it at all.  As adults we can sometimes get our thinking back-to-front.  We are consumed with predicting the future.  It is only through children that we can ever truly know what the future is going to look like.  That is to say, we need to start looking backwards, not forwards.  Who is behind us is what will matter in the future - not ourselves.

 

Dove Advertisement.

Incredible piece of marketing.  There are some talented people working at Dove - or their agency.  But I'm in two minds.  How can a message so powerful be associated with flogging a product?!  I'm in two minds because I subscribe to both messages.  There has been a lot of hoopla about this ad.  But that's what brilliant marketing is about.  What astounds me is there are companies out there that still don't believe the power of social engagement and content marketing.  Oh, and for what it's worth, if you haven't already done so, throw away your mental-mirror.  I did - well, I had to.

 

Chimps freed after 30 years of being kept inside and tested on.

Sometimes we see something that doesn't require much thought at all and it's just nice to know it happened.  P.S. When I started my own business and stopped working for other people, I felt like these chimps being set free, rolling on fresh lawn for the first time.  You should try it.