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Devil's Advocate

March 2009 - Posts

Consider yourself... at home

Since we took our littl'un to see Oliver on Tuesday night the tune I've just alluded to in the title has been going round (and round... and round...) inside my head, as it was whilst I was both involved in the final judging for the ISP Awards, and at the next day's Board Meeting. Soon I was mentally re-writing the lyrics - during the new-member recruitment part of the discussion - to come up with a ditty along the lines of 'Part of the ISP...' Of course, what most of us who are too deeply committed to the gang to easily see its flaws try to tell ourselves, is that everyone these days is involved in sales promotion, and therefore everybody should be joining the ISP... or else Bill Sykes will be round with his highly targeted guided missile of a dog, Bullseye, to get yer. I have no doubt that this view has much merit - there are major organisations out there who really should sign up, and who would benefit from the insider knowledge, collective training (I shan't say in pickpocketing passers-by) and legal protection that the 'organisation' affords. So, why don't they? Well - if I knew the simple, Eureka-type answer to this, I would have piped up 'Moore' at the Board Meeting. What I would say is that - while progress is certainly being made behind the scenes - the views of interested onlookers will be much appreciated.... answers on a postcard, please, to the ISP, where all entries will be fairly judged.

Posted Mar 26 2009, 09:10 PM by Ian Moore with no comments

The West Bank?

As RBS's senior execs, past and present, drag the brand inexorably and evidently inextricably deeper into the mire of self-destruction, I can't help wondering if anyone over there at Gogarburn HQ (built, incidentally, on the site of an old asylum) is thinking about the future. Probably not..... and understandably so. However, I'm sure like me you've noticed the hugely paradoxical advertising and sponsorship omnipresence, that sees the RBS brand and message seemingly adorning every other surface and screen one happens to glance at. I think 'hollow' is the word that springs to mind. And there's probably no way back for RBS - it's become a watchword for incompetence, and not one you'd choose as a startpoint for your marketing, especially in finance, where consumer confidence in the brand underpins every transaction. So what to do? My suggestion is get the hell out of there, ASAP. They still own good old NatWest - a brand that's established, trusted and - critically - unsullied. (I love them - they even provide left-handed chequebooks.) If I were them, I'd be thinking about changing horses (although apologies if that's a metaphor that conjures up Lloyds). Rearing at the waters of the Rubicon, it's time to take the plunge and swim for the far bank... dare I say the 'west' bank?

Posted Mar 18 2009, 01:29 PM by Ian Moore with 2 comment(s)

Have we got the bottle?

Britain's flood of cheap booze is making mighty waves north of the border right now, so much so that Big 'Eck is wading in with his size 12s in an effort to boot out the BOGOFs and the Buckie. So far the Nats have managed to land on the populist side of the proverbial fence when it comes to policies, but this time they might face a public backlash (already there's a publicANS backlash). Basking in the glory of their recently announced 8th place in the world rankings, leaving the English trailing well down the field, the Scots can boast they put away 42 bottles of vodka per annum, for every man jack over the age of 16. Only the Irish of our near neighbours can beat this feat of inebriated imbibition. So... where should we in the promotional marketing business come down? Pro-booze? Anti-booze? Or just sit on the said fence and wait and see? For me personally - and returning to the opening metaphor - the dam has burst. You simply can't open a newspaper or turn on a radio without someone reminding you about the evils of alcohol - whether it's antisocial behaviour, the billions it costs via the NHS, or the damage its doing to you each time you take a drink. Unlike global warming, the weight of evidence has backed up and finally burst through. I believe it, and suddenly I see the impact in a new light. What then? After 18 years' continuous service for one alcohol brand or another, do we fall back on the 'it's only brand-switching' crutch employed by the ciggie boys? (I never could buy that one.) But it's been such fun... sometimes the only fun. (Try selling toilet rolls and tampons for a living.) And people's jobs depend upon it - in Scotland many, many jobs. It's a conundrum of far-reaching proportions. And more of an essay than a blog. But one to watch, and one for us all to think carefully about.

Posted Mar 04 2009, 09:49 PM by Ian Moore with 1 comment(s)
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Devil's Advocate
Ian Moore, founder and Creative Director of award-winning agency Blue-Chip Marketing, and author of Does Your Marketing Sell? is the sector's Devil's Advocate.
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Last login: 06 Nov 2009

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