Be Bold and Prosper
Shot in the English countryside, these starlings move in complete concert with one another, individual, yet apprarently of one mind. People and markets move in a similar way: flocking to brands, locations, experiences, trends … often unaware of the forces that move them.
Music: Bjork “All is Full of Love”
Great stuff: Long discussion of this in HERD, as you know. Do you know this version http://uk.youtube.com/watch?v=RHHfynLYW1I Imagine pitching this to the beer client…
Had not seen that. I love the terror of walking into presentations with those kinds of ideas. In fact if we don’t have at least 1– 2 ideas we’re afraid will make the client think we’re daft, I’m disappointed. You can’t breakthrough will safe/familiar ideas, eh?
Luckily we forewarn our clients that we intend to scare them.
I like that. I couldn’t imagine being a larger company, and hiring a brand marketing agency, and having each of them come up with the same old, safe, assumed idea. I would want them to come up with something I thought was absolutely ridiculous, but that stuck with me.
Oliver,
You’d think so, yet there’s an abundance of evidence to the contrary: look how similar most industries’ branding is. A sea of similarity. People prefer safe concepts though, ironically, playing it safe is quite dangerous.
I’m sure it’s a cliche, but thats a huge point I took out of the purple cow. I found it a great book for introduction to marketing.