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The Gillette Ad – Humanity & Meaning in Marketing

The new Gillette Advert has caused quite a stir and at first glance seems to have divided people.  The initial press stories seem to focus purely on the negative reviews.

We have to remember we live in a time when data and opinions can be manipulated. I am not saying there was a lot of negativity towards the video but the way the negative comments were coming in (in bursts of 25 – 50 at a time) and almost using the same template it would be a good guess that these were being manipulated.

So why would Gillette produce a video like this?  Are they really acting on the #metoo movement or simply looking for a marketing angle?

We could be cynical but I believe we are living through a time of great change.  For all the negativity we see around us there is also a movement towards meaning and for wanting to be part of something that does bring change into the world.

The fact is brands need to appear more human, the time when simply the reputation of the logo would continue to build brand trust is changing.

For example older people may feel loyalty towards a brand because of what it means to them and the quality of the product etc.  It may be that their parents also used it.  For younger people I do not think this is enough anymore.

Younger people want to know more about what a brand stands for, what issues does it support?  What is its social conscious? How does it treat its staff and suppliers?  What is its approach to the environment etc. 

What people what to see is the humanity behind the brand, to see meaning and feel that they are actually helping to bring change into the world. 

I feel this is what Gillette is trying to do. For me personally I feel the Ad is very moving, excellently executed and engaging.  I sincerely hope that for every customer they lose, they gain another 10.

Phil Aston

by Phil Aston Phil Aston No Comments

Google Plus and the Nature of Change

google-plus-changes

I am a great fan of Google Plus and it has been a tremendous asset to me and my business in helping me to network on a global scale and win new clients. However, it is a platform that has been described as dead or dying since it first rolled out in 2011.  It is far from dead, but it is changing, and each time it does the ‘dead headlines’ return as do all the people saying it was fine as it was.

We live in a world where change is happening so fast that there is barely time to document each change without looking very out of date within days.  The facts are if you run a business then you need to be able to adapt, remain agile and look for the positives in each situation.

Learning to let go

In the mid 90s I was working for a large marketing company with offices all around the world. I was in charge of the global roll out of ISO9000.  Getting people to read paper manuals and follow procedures was very difficult so I came up with the idea to utilise ‘Help’ in Windows. So, with the help of a developer, we built a system where all the procedures and manuals could be accessed via any PC and could be updated in real time.  I won the top award for business development that year.

Within weeks of winning the award and rolling it out the company started developing an intranet, and using browser technology soon replaced any need for programming in Windows ‘Help’.  I could have seen this as the end of my idea as it became obsolete almost overnight.  The fact was, the content was still relevant but the delivery system could now be far more user friendly with graphics and video.

What I learnt was the ability to let go of any specific outcome and realise in this fast changing world you cannot control anything but your own perception of an event. Had I stuck my heels in and insisted that Windows Help was the way to go, I would have been seen as a dinosaur just as quickly as I had been seen as an innovator a few weeks earlier.

The right tool for the job

The most important piece of real-estate you have for your business is your website / blog.  Facebook, Instagram, Twitter, Pinterest, Google Plus are tools to help you spread your message and for you to reach out and connect with others with similar interests and help them.  They are not the best place to set up home and put all your content.  They will change, become more or less popular or suddenly not meet your business requirements.

The recent changes within Google and Google Plus I feel offer more opportunities to engage and find people with similar interests.  The key thing as always is to approach change with an open mind, then the opportunities to your and your business will be easier to spot.

Phil Aston

If you want help with social media or any aspect of internet marketing please get in touch.

TEL : +44(0)1736 719342

 

by Phil Aston Phil Aston No Comments

Today’s Photography : A Calm and Serene Newlyn Harbour

Newlyn Harbour
Just back from a few days in London. It made me realise how lucky we are for many reasons.  One of them being the mega fast broadband we have in Cornwall.  London Wifi was so slow everywhere we went.
The other reason of course is being able to take shots like this and get Fish & Chips almost straight from the boat!
by Phil Aston Phil Aston No Comments

Video Gif of the day – Perranuthnoe Beach Cornwall

Well only because this week we have filmed and produced 5 videos for clients and this is a new venture for us. Being involved in Hangouts on Air has certainly helped in raising our profile in this area.

The clip below was filmed at our local beach during our end of day chill out session. It was processed in Adobe Premier Pro and then imported into photoshop.

Cornwall Beach Gif

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Oshine – a Creative Multipurpose WordPress theme

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If You Are Good At Something, Don’t Do It For Free

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Woocommerce, WPML, Master Slider and much more

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Twelve Stunning and Unique Demos

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Its hard not to flaunt when you do stuff like this

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Design is not how things looks, but how things work

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