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Archive for October, 2009

The Graduate often appears near the top of many ‘all-time’ lists, especially among US cinephiles. On the other hand, it also attracts the odd backlash from those who claim it’s tonally incoherent and over-rated as a portrait of disillusioned rebellious American Youth.

What I Reckon is that while I can easily understand it not flawless, I think its a brilliant film that has relevance today for anyone who has done what they’re told, but somehow just wants to get off that merry-go-round…

Please note this review contains spoilers throughout…

This Mike Nichols film from 1967 is usually billed as a comedy, but from the opening shots we’re immediately aware this is not a run-of-the-mill example of the genre. Benjamin Braddock (Dustin Hoffman) travels silently, stony-faced, through an airport, accompanied by Art Garfunkel’s angelic, haunting voice singing “Hello darkness my old friend…” For much of the title sequence, Benjamin is cropped out of the frame. He returns home with barely a word spoken. Slapstick this is not.

The first half of the film is all about alienation and a complete breakdown of communication within the apparent American Dream. Ben is frequently sullen and silent, either hiding from or cut off from the world: in a diving suit, underwater in the gorgeously blue swimming pool, behind dark glasses, even when he and Elaine retreat beneath the roof of his car, withdrawing from the noise of the outside world. Indeed, even when Benjamin pursues Elaine to Berkeley, we see him sat still while everyone else rushes around him, or later being shut out of her classroom in the silent, empty hallway.

Benjamin the Teenager...?!

Conversations are often clipped to point of monosyllables. A friend of Ben’s parents accosts him almost conspiratorially with “I’m going to say one word to you, just one word… Plastics.” Nothing the elder generation says to him even begins to connect. But similarly he cannot seem to engage Mrs Robinson, despite his embarrassinbgly awkward best efforts: “We’re going to do this. We’re going to have a conversation.” On perhaps the worst first date ever, Elaine has to shout above the roar of Ben’s car engine, and we can barely hear his one-word replies.

In addition to the fractured dialogue, the way frames are constructed heightens the feelings of dislocation – both of the characters from each other, and indeed from the audience. During their ill-feted affair, Ben and Mrs Robinson are rarely seen clearly together. One or both of them is cut off the edge of the shot, in silhouette, or sat with their back to the camera. Even when we can see them both, there’s not a great deal of eye contact. The bedrooms are white and clean to the point of being cold, clinical and distant, not at all intimate or personal. Within all of this, the humour of the alleged comedy is often painful, and almost always arises through miscommunication or misunderstanding. This is a dark, disjointed view of the world.

The Graduate: Pillow Talk...

Anne Bancroft is tremendous as Mrs Robinson. If Jesus does love her more than she can know, He truly is a saviour of souls. Mrs Robinson is a desperate predator, clinging onto her historic pre-eminence in a changing world. We often see her in animal print coats, robes or slips, a hint at the exotic or dangerous in Benjamin’s preppy world. She lures him into her lair, and never lets him escape. Fearing the worst when Elaine returns, she forbids him from seeing her, because she know her daughter’s youth and innocent beauty will steal Benjamin (her new plaything) away. Her eyes are dark, clouded and empty. In one agonising moment she removes her stocking, coldly vacant. It’s devastating.

In the truly wonderful scene when Ben finally confesses his affair to Elaine, we see Mrs Robinson between them, outside the door, mascara streaked across her face, dejected, resigned, beaten. She silently leaves the frame but the camera stays focused on her, on her absence, for an achingly long couple of seconds before returning to Elaine. That’s the moment the film shifts from the split between the generations to a struggle within the younger characters to discover their own purpose and place in the world.

From the very first to the very last frame, music plays an important part. Like the weather & landscape in Thomas Hardy novels, Simon & Garfunkel’s songs are a character in themselves, the lyrics often expressing the unspoken feelings of Benjamin’s personality. “The Sound of Silence” perfectly reflects and builds on the theme of alienation and isolation all through the first half. Benjamin is reacting against the world of his parents, but he has little or no direction: he certainly doesn’t know what he actually wants; just that he wants things to be “different”. When the focus switches from his home to Berkeley, “Scarborough Fayre” becomes a lilting love song: Ben has found his purpose, a quest to recapture and regain Elaine’s affection.

But Benjamin Braddock, for all his gawky angst, can be a pretty unlikeable character. If he weren’t so incompetent, he could almost be described as a sociopath. He’s nihilistic, he rejects his parents, he’s very creepy towards Elaine in Berkeley when he practically stalks her for weeks, and he does take her on that terrible first date: although he does crack at the last minute, so perhaps he’s not a monster! We can only assume that Elaine sees something of herself in Ben, or simply recognises his struggle to express himself. But for the most part she seems pretty well-adjusted and more at ease with herself.

And then there’s the famous final sequence which has even been copied by The Simpsons, where Ben actually achieves something. Seemingly victorious in his quest for Elaine, the younger generation escape from the clutches of the old. Mrs Robinson (in a leopard-print suit) hisses at Elaine “It’s too late” before her daughter snaps back “Not for me”, fleeing from the Church and her preppy catalogue fiancé Carl. Yet as our hero and heroine leap onto a bus, directionless and alone, “The Sound of Silence” returns. Staring straight ahead, not even touching, they may be in it together, but this must be one of the least triumphant happy endings ever.

The Graduate's Final Shot: Happy Ever After?

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I have long been a massive admirer of Orange’s advertising: the future’s bright, bold visuals, strong ‘lighthouse’ branding, utterly in contrast to its main rivals. I really like the cinema sponsorships “don’t let a mobile spoil the film”, and I marvelled at the beautiful dancers’  ad (‘things get better with age’). You might note I’m not offering any links to these joyous campaigns: check the post title for a clue why…

I have had an Orange mobile phone contract since 2005, to which I added broadband almost 3 years ago. I am a classic example of customer inertia. I have not actively pursued alternative suppliers, because I believed my chosen brand might look out for my best interests. In July, Orange wrote to me…

More and more customers have asked us to provide full details in their bills, so we’re replacing the summary bill with an itemised one for everyone. You’ll now be able to see exactly how you’ve used your phone – down to the time, length and cost of each call. As it costs more to provide you with these itemised paper bills, these will cost you £1.47 per month.

I seem to remember a few years ago, when I was first a customer, I had itemised bills as standard. It was a great help for deciphering business vs personal calls. But now I have to pay for the privilege.

And then today, prompted by a general household review of our finances, I gave them a call. I currently pay £30/month for my ‘Canary’ mobile package, for which I also get broadband for just £5/month. This is the same deal as in 2006. I had been confident in Orange’s Best Plan promise, through which they (apparently) review how I use my phone to ensure I’m always on the best plan for my needs.

orange best plan

I received my last reassuring text message in August and, to my shame, I hadn’t scrutinised my account or actively challenged Orange (one of my hitherto favourite brands) on these assertions. But I use barely a fraction of the free minutes or texts on my service plan, and even a cursory glance at their website made me think I could do better…

Hmmmm - much cheaper than my current 'best plan'

When I first expressed my ‘concerns’ to the very nice lady in the Orange customer service team, she offered me a choice of speaking to the ‘Upgrades’ team or to ‘Retentions’, because “you can haggle with them to see what you can get”. Hmmmm – right from the outset it’s apparent that the quality of my ‘best plan’ might be related to the amount of grief I give them…

I played it straight and spoke to Upgrades. Within a few minutes I had been offered the Dolphin 15 plan, which should be more than suitable for my limited phone use, a free new handset, and I can still keep Broadband for £5/month. In short, Orange have halved my monthly costs while still offering me more free minutes than I currently use, saving me £180 a year.

But hang on, I thought they reviewed my phone use to make sure (etc etc)… So I asked if I could be put through to someone with whom I could register my disappointment, to which I received the response

I can try and put you through, but I don’t think they’ll be able to do anything for you… they’ll only really be able to apologise… they might not even want to take the call.

Wowzer. A customer service team that tries to screen unfavourable calls. Now that’s something really special. As if to try and calm me down, my very helpful operator mentioned that…

…we don’t really have the capacity to check every customer’s contracts like that against every new offer. Most of the deals are only available at the point of upgrade.

So, in real terms, the ‘Best Plan’ only works if I need an upgrade (to a more expensive package?), or if I make the effort to question my brand’s integrity, if I challenge them to live up to their own promises. And within their own structures, they know this is the case. It’s well-recognised that ‘Retentions’ may haggle with customers to keep their business.

All this smacks of customers being taken for granted, of a brand hiding its real commercial practices under a paper-thin veneer of advertising. And I’ve let them do it: I signed up to the new cheaper deal. I’m fairly certain I’ll be hard-pushed to get a better price, and so I’ve taken their offer. But I don’t feel very good about it.

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I recently wrote about the beautiful art of Andy Goldsworthy, and how it moves me. Natural materials adapted into new organic forms, his works are sometimes massive arches of stone or huge walls, and sometimes extremely ephemeral, a ‘throw’ of powdery snow into bright sunlight, an opportunistic ‘rain shadow’ or an ice sculpture that is at once both illuminated and destroyed by the rays of the rising sun.

rivers & tides ice sculpture

After writing that post I was recommended to watch Rivers and Tides, a documentary by Thomas Riedelsheimer about the artist and his work in Nova Scotia, Southern France and near his home in Scotland. Today I had to travel to London and back for work, and I decided to watch the film while I was on the train. It was a beautiful and yet disorienting experience.

At times he seems a quiet, insular, almost isolated man, but then we see him with his wife and four children, a well-known member of his local community. Nevertheless, quietly-spoken, he evidently feels most at home when he’s working with ‘the earth’ and its materials, whether stone, ice, leaves, mud or wood. His work can be painstaking and painful, in that he works with ice in the crepuscular light on frozen riverbanks, or building precarious cairns of stone and wood that threaten to collapse (and often do).

Watching him work is a calming, meditative experience. By the time I emerged from the train at Paddington I felt distinctly out-of-place, almost unsure what to do next. The contrast between the raw beauty of his work and the peaceful environments in which he creates it was a complete contrast to the steel and glass and noise of the station.

But its images have remained with me all day: the gushing streams and bubbling white water, the pools filled with dandelion flowers, the immensely long chains of leaves, the ice cairns and arches. It’s truly beautiful, and I recommend it wholeheartedly. You can watch it on YouTube

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Now this I did not see coming when I started this blog a few months ago: me, writing about a member of Boyzone. There’s been a lot of talk (much of it by me!) in the past few days about a pretty shameful column in The Daily Mail written by Jan Moir. For my non-UK readers, and I know there are a few, The Daily Mail is a right-of-centre national daily newspaper in the UK, which has a similar reputation among UK liberals as Fox News in the USA…

Her original column was published on Friday 16th October, the day before Stephen Gately‘s funeral. Originally titled “Why there was nothing ‘natural’ about Stephen Gately’s death” ,  that was soon changed into its current incarnation. A lot has since been written, so much so that suffice it to say these here below are my three favourites…

Charlie Brooker catches my immediate sense of outrage after reading the article. He’s just much sharper and funnier than me. I was offended by the homophobia, but even more by the crass insensitivity towards Mr Gately’s family…

Janet Street-Porter – not my usual columnist of choice, sets the record straight, in the Daily Mail on Monday. Fair play to the DM for publishing this…

Dave Gorman, again with a weekend’s hindsight, writes a very sober and balanced piece on his blog.

For what it’s worth, I’ve been somewhat dismayed by comments in the media and from people I know saying this is all a storm in a teacup, as though because it happened online, on Twitter (for goodness sake!), that it doesn’t matter, it’s all a bit trivial. Well it does matter, quite a lot actually. For reasons of human decency and respect, and because hypocrisy like this should be exposed and rejected.

  • The Daily Mail is very quick to champion its self-defined moral high ground, and rally its readers to its cause of decency, for instance over ‘Sachsgate’ or about Chris Morris’ satirical Brass Eye. The articles usually decry the decline in standards and demand immediate and unequivocal retribution and repentance. However, the only statement forthcoming so far, despite a record number of complaints to the PCC, has been Jan Moir’s claims of an ‘orchestrated campaign’ against her. On Saturday, The Mail printed this article, a thinly-veiled trivialisation of Twitter and the celebrities who use it. Hmmmm…
  • Some of my friends (no doubt in an effort to shut me up) have commented “what do you expect from The Daily Mail?!” Well, sorry friends, that’s not good enough. Why should we have to put up with that sort of ill-informed bigotry? I’m Mad As Hell (etc)…
  • Or again, it’s ‘a lot of fuss about Boyzone!’  Well, sorry, it’s not. Just because a young gay man with a high public profile dies in Majorca after a night out does not make it OK to claim the autopsy is a cover-up or make cheap jibes about his so-called lifestyle.  It breaks several clauses of the PCC code of practice (1,5 and 12 at the very least), and for that alone it should be condemned. Last week the so-called Twitterati were being praised for raising the disgraceful gagging of a Free Press over the Trafigura/Carter-Ruck injunctions, and in the exposure of a London Underground employee abusing an elderly passenger. So that sort of thing is fine, but not attacking the Daily Mail. Hmmm…
  • ‘It’s a bunch of Guardian-reading celebrities getting on their high horses…’ Maybe so, but when Stephen Fry performs for Comic Relief or presents Last Chance to See, highlighting near-extinct natural marvels, we laugh and love him. But it’s not OK for him to get angry about something he cares about…

I found the original article deeply offensive. IMHO it is homophobic, badly written and crassly insensitive. I am hopeful that something good will come of this, by which I mean a proper apology from The Daily Mail and Jan Moir, and maybe some tightening of the PCC codes, or even a newly-independent PCC that has greater powers to act swiftly, like OFCOM. I’m not holding my breath, though. Which is pretty depressing in itself.

Still, I can rest safe in my middle-class liberal bed knowing I can still read pieces like this…

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Sometimes, when I put the iPod on shuffle, I truly believe it has an inner sensibility. It seems to work like Last fm or Pandora, playing combinations of tracks that segue beautifully from one into the next, either musically or thematically.

And, as if by magic, as I was walking from my car to the office last Thursday morning I was treated to an eclectic collection of love songs. Now I love a good love song, mainly because I’m lucky enough to be happily married with gorgeous daughters, so I have something to relate it to, but also partly  because of the almost infinite ways we human beings are able to express ourselves; as illustrated by the following five songs…

 Starlight (Muse). Ok, so not the most obvious choice for a Love Song playlist, but it’s as close as Muse are going to get. This falls into my ‘sing-along-but-only-when-I’m-alone-in-the-car’ category: my falsetto isn’t quite what it used to be. I saw Muse live at the Isle of Wight Festival in 2007, and this song was a real ‘Radio Ga Ga’ moment,  with the entire crowd clapping along.

Scorn not his Simplicity (Sinead O’Connor). This is a simply gorgeous song, from her Universal Mother album. My sister-in-law Clare is a musician who has played & toured with Sinead O’Connor over a long period, including on that album, which holds a place in our lives, as her recording of In This Heart is simply beautiful. Rachel and I adapted some of the lyrics and had it sung at our wedding. This is a live version she sang on Jools Holland’s TV show: Clare is the first singer to join in, standing at Sinead’s left shoulder…

You Give Me Something (James Morrison). What I love about this is the unabashed homage to groups like the Isley Brothers, with fantastic brass & string arrangements and wonderful production. And he can sing too.

I’ll Be Your Baby Tonight (Bob Dylan). I’m not the greatest Dylan fan, with a collection that doesn’t extend beyond a ‘Greatest Hits’ CD. However, for all that, he is a tremendous songwriter, and this is absolute proof that Bob Dylan can sing. Just listen to his control during the chorus – there’s no extra breathing at all. He sustains the phrase fantastically, which makes all the difference. And his harmonica playing is gorgeously restrained. Apart from the legendary Subterranean Homesick Blues, this is probably my favourite Dylan song.

Exit Music (for a film) - Radiohead. I love Radiohead’s music, from the grungy to the weird electronica. Like Muse, they don’t tend to write many love songs, and even when they do, it’s not exactly You are the sunshine of my life…  This Youtube clip is really interesting to me, as the song was written for Baz Luhrmann’s updated / reimagined version of Romeo & Juliet, whereas the images here are from an earlier, more traditional film. The way the song changes tone around 3’00″ is fantastic, and Thom Yorke’s singing is terrific.

So, that was my Thursday morning set of love songs, chosen apparently at random by my iPod. And as is always the way, just as I’m thinking that the iPod really is intelligent and can do that, it throws in something to break the mood. Thursday was no exception.

This came next. Pretty brilliant track, the barnstorming first song from a brilliant debut album. But definitely not a love song.

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I am in no way qualified to discuss the natural art of Andy Goldsworthy. I can’t discuss his often temporary creations in learned analytical terms. I can only respond to them as a breathing, organic being. I can’t rationalise why I respond the way I do: in fact, I don’t want to. My reactions are entirely spontaneous: utterly visceral and emotional, unlike my reactions to any other artist’s work.

A few years ago, when I climbed the hill from the car park in Grizedale Forest in the Southern Lake District, I already knew I was looking for his ‘wall that went for a walk’. I had seen pictures of it before, but when I encountered it, among the scrub and bracken, snaking in and out of the edge of the woodland, I was left breathless.  I grinned like a loon at its insanely complex construction, and loved its irreverence. I marvelled at its craftsmanship. I loved it.

Taking a wall for a walk

Andy Goldsworthy uses natural materials to create new forms which are often surprising, often deliberately temporary. Ice sculptures are built overnight to melt in the morning sun. Cairns of pebbles are constructed, then swept away by the next tides. Sometimes there’s a sense of decay, but always a gentle, awesome beauty.

It’s clever, but not in an intellectual way. He presents us with natural substances in a (sometimes) manipulated form that in itself creates a new natural proposition, making us reflect on both the original and manipulated manifestation of nature.

One of his more famous creations was the series of Midsummer Snowballs. Fabricated in a freezer using snow transported from the Scottish Highlands, this was a wonderful piece of cognitive dissonance.  Positioned around the City of London, these massive snowballs could only have been created by man. But here they were, in London, on Midsummer’s Day. And then they took days to melt, revealing yet more layers of dissonance, as the snowballs were filled with feathers, or pine cones, or barbed wire, or wheat. All this is catalogued in a terrific book, capturing not only the reactions of onlookers, the disparate ways in which the snowballs disintegrated, but also Goldsworthy’s own thoughts.

midsummersnowball

more than just a snowball

Most of Andy Goldsworthy’s work is displayed through his amazing photgraphy. Much of this is catalogued by the Crichton Campus of The Univesity of Glasgow in Dumfries, near to where the artist lives. This is a fantastic archive.

There are countless other sources online, perhaps most notably a group on Flickr. I guarantee you that I can’t do his beautiful work full justice. I just hope that you too will be silenced into a moment of reflection, stunned by its simplicity and skill. It might not change the world, but it made me think about my relationship with nature, and I think I’m more respectful, and thankful for it.

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As I reckoned in a recent post, the expense of both advertising campaigns’ production and media costs means marketers spend inordinate amounts of time obsessing about every last detail. They interminably interrogate what they themselves and consumers perceive about their product. How is its texture uniquely satisfying? Which technological components in its design give it a 2.4% advantage? How can we confirm its provenance and eco-credentials?

Forgive me, but I do genuinely reckon that marketing is about people. So indulge me for a moment and picture the scene…

The teenage me is hunched over my desk late in the evening, desk lamp bright on the page as I pore over my best attributes and features. I’m bright and well-educated. I play an instrument. In the future I will appreciates fine food and wine, and become a pretty decent cook. I’m already well-house-trained, quite good at ironing and washing-up, and I always puts the seat down.

Then, watch me as I go to a party, meeting people I don’t really know, but they’re friends of friends, so they can’t be all bad. And I try to cram as many of these key features and messages into my conversation, with a spirited, optimistic, fun-loving and still down-to-earth tone of voice. This will help me get the girl, right?

Yikes. Wouldn’t it be better to listen (even just a little bit)? Wait to see what I can say that might be relevant or interesting to the people I’m meeting? What do they want from me? What do we have in common? Marketers wouldn’t behave like this in their own lives, so what is it about the corporate mentality that makes us lose our humanity?

So maybe, once in a while, amongst all the other immersive brand workshops, maybe marketing teams should take time out. Pretend you’re not allowed to advertise your brand. Force yourself to think about how you prove your worth and value to people. Consider what role you truly play in people’s lives. When do they actually think about you?

NOW… what will you do differently?

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Revolutionary Road was a much-praised film from 2008, which garnered a myriad of award nominations, but only really achieved one ‘major’ success at the Golden Globes. And that speaks volumes to me. It’s a glossy, beautiful film with some terrific performances from a stellar cast, but ultimately left me cold…

well, this is nice...

April and Frank Wheeler are a lovely couple. They seem to be a living embodiment of The American Dream. But, er, they’re not. This groundbreaking premise plunges the viewer into the depths of their despair from practically the second scene of the movie, and leaves us there. It’s serious and it’s worthy and it tackles important issues about marriage and relationships and American suburbia and attitudes to the family and… woohoo.

About half-way through the film, April and Frank are arguing (again), and one of them (April I think, but I can’t rememeber, it’s probably not that important) shouts “for once can we just stop talking?”. At which point I raised my eyes to the heavens and cried out HALLELUJAH! Just. Stop. Talking. PLEASE.

Don’t get me wrong, there is a LOT that is good about this film. Leo and Kate are terrific, although I definitely thought he was stronger here, despite my long-avowed love for the fragrant Mrs Mendes. Indeed, it perhaps says something about the Movie Industry that she received multiple award nominations for this performance, whereas Mr DiCaprio received, er, none. OK, so he didn’t have to look haggard or self-harm, but he is terrific.

It’s beautifully shot by Roger Deakins, with some striking scenes and images, especially of Frank’s daily commute, and the social awkwardness of the suburban 1950s. For me the strongest part of the film by a country mile is the role played by Michael Shannon, tremendous as a kind of Shakespearean Fool, saying all the things we know are lurking beneath the glossy veneer.

“Hopeless emptiness. Now you’ve said it. Plenty of people are onto the emptiness, but it takes real guts to see the hopelessness.”

In only a couple of brief scenes he tears asunder the delusions of not only Frank and April’s American Dream, but also the entire film. It’s cold, empty and doesn’t seem to stand for much.

My main complaints are

  1. I never liked Frank and April. We didn’t get enough of their previous happiness and self-proclaimed ‘specialness’. Within minutes of the start the film forces us to see how unhappy they are: there are constant references to ‘why are we living here?’ when in fact they just seem to me to be deeply miserable, self-pitying narcissists who aren’t very deserving of my sympathy.
  2. They have two children, but we barely see them, I’m not even sure they do much more than sing ‘Happy Birthday’ and they never feature in Frank and April’s oh-so-depressing-suburban drudgery. There’s no school run, no 5am-wake-ups. The house is spotless, devoid of toys or any signs they even live there…
  3. It just seems like a film very conscious of its own importance. Many scenes are hugely stage-y, lines weighed down with portentous pauses and beats as though the writer and director WANT us to dwell on their gravitas. And Mendes employs (again) his near trademark mood-music-score that hints at gentle comfort, but you know actually means ‘this isn’t going to end well’.

I felt like I was a fly on the wall, divorced from the people and their stories, observing from a distance that was both physical and emotional. So when April finally takes a decisive action, I was shocked, but not involved or invested in the action or its consequences.

All of this is done much better by MAD MEN. Watch January Jones as Betty Draper to see the tragedy and claustrophobia of suburbia, and John Hamm as Don Draper for the man who seemingly ‘has it all’ but doesn’t feel fulfilled by it. I know it’s a TV series and has the luxury of time to create its world and depths for the character arcs. But I’d much rather spend 10 hours with them than 2 with Sam Mendes’ take on The American Nightmare.

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Marketing teams spend millions of pounds in manangement time and agency fees developing briefs, tone of voice guidelines, and executions for every single broadcast message they put out. Every comma becomes a trauma, is that wardobe choice dynamic enough, does that font project our innovativeness? And once they’ve fine-tuned these messages and filmed them in glorious technicolour, they seem to sit back, their labours complete, and rest.

I prefer to think of marketing in human terms. It’s about the people. People buy stuff, not data segments or clusters. To me, this behaviour by brands and their owners is the equivalent of seeing someone across a crowded room, falling in love with them from afar,  going home and crafting a perfect declaration of my love and why I am the ideal person for them, dispatching this missive, then sitting at my open bedroom window, gazing at the stars, sighing wistfully.

Marketing teams and companies talk about developing relationships with their consumers, when in reality they ignore their consumers for months at a time, then expect them to sit up, listen and applaud whenever the brand chooses to put out an advert. The time and resources devoted to building relationships between brands and their consumers is often achingly inadequate. People who make an effort to find a brand and try to engage in conversation often go unrewarded, faced with impersonal automated email systems or glossy brochure websites.

But this can be easy: it certainly doesn’t need to be hard, or even expensive. But it requires a change of mindset: it requires brands to think of their customer relationships more like, well, real relationships; which need to be 2-way, they need maintaining, they need work. Otherwise, they’re not really relationships.

And increasingly we, the people (it’s about people, remember), are starting to expect brands to be better at this stuff. If you (a brand) dip your toe into the stormy waters of Twitter or Facebook or just generally on the web, you’d better be ready to make an effort. What are you going to bring to these communities? A community implies some sense of shared purpose, some mutual benefits, some common interests. How are brands going to interact and make a positive difference to the rest of us?

I recently tweeted about this blog to @nationaltrust, hoping they’d be interested in my post about volunteering. I hoped it might be useful to them. But there was silence, no acknowldegement. Hmmmm.

On the other hand, @mayoroflondon has been a bit of a revelation to me. Boris Johnson may be a bit of an a*se, and his profile may be run by a PR team, but they tweet like a person, and they respond and say thankyou. And that makes me like him more, even if I’d rather poke myself in the eye with a sharp stick, than vote for him. He seems to get it. I just hope it’s making a difference.

I realised when I started writing this blog, that it’s all about me. And so are social media and websites. I will read and engage with people and brands who are interesting to me. I hope you (dear reader) are interested in What I Reckon, and that it resonates with you, makes some kind of connection. Brands need to think like this, really think about why I would want to spend time with them. What’s in it for me?

 

If you like What I Reckon, please share it…

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