belief

Scolari sacking shows short-term stupidity

February 10, 2009 By Dan Thornton

I’ve been a football fan for as long as I remember, which is around 28 years – and for that whole time I’ve supported the same team through victory and defeat. The first 20 years or so were mainly defeat, with the last eight actually having some notable victories.

But being a Chelsea fan is becoming increasingly embarrassing as despite massive funding, they seem to be ignoring examples of lasting success to always focus on the shortterm. Since the three-year reign of Jose Mourinho included winning the Premier League, we’ve had Avram Grant, who lasted one season, and Jose Felipe Scolari who lasted about half a season.

Yet look at the other leading teams in the Premiership: Alex Ferguson has managed Man Utd for 22 years. Arsene Wenger has managed Arsenal for 13 years. Rafael Benitez has managed Liverpool for almost five years. Martin O’Neil has managed Aston Villa for two-and-a-half years.

There’s a bit of a pattern here.

I’ve written before about the value of belief – and it’s something that requires constant work and attention. If you’re a manager or player who has seen little loyalty or time given to your colleagues, it’s going to affect your belief, no matter how much you’re paid. That’s not to say pressure and competition aren’t useful, and disastrous results shouldn’t be risk-free, but it’s useless having a stick without a carrot.

And I firmly believe it applies to business, or any organisation.

People need to feel secure enough to be able to take risks and try new ideas, or you’re left in a business where innovation is stifled, and that will lead to a steady and slow decline… One which will takes more resources and effort to change, the longer it continues…

Woolworths online is a case study in waiting

February 4, 2009 By Dan Thornton

So Woolworths is going to return as an online-only retailer, having been bought by Shop Direct (which owns Littlewoods and Choice) after going into administration.

It’s going to be very interesting for a number of reasons.

The first is trying to guess what it will actually sell. It had a music download shop, which closed with the High Street stores, but there’s logical reasoning to suggest digital downloads make a lot of sense. The PaidContent UK article has a quote which claims Woolworths will do entertainment and everything that made it famous on the High Street – but was it really famous for entertainment?

After all, it started by selling children’s clothing, toys and stationary. And Shop Direct might have seen success with Littlewoods, but that’s a name known for catalogue shopping.

And while there’s evidence that ‘bricks and mortar’ shops can do well online, the same evidence lists the top four retailers as Amazon, Argos, Play.com and Tesco.com.

An interesting post on the icrossing blog uses the example of Dixons to show that the move online is the right decision, but mentions how Dixons bought and integrated online photo service Pixmania and the search and affiliate expertise it had.

And that’s where I think Woolworths could very well fall down.

No-one has stated, or even managed to suggest, what the belief will be – and ‘The Bankruptcy of the Non-Descript‘ is what I believe caused the collapse of Woolworths, Zavvi and MFI. (Just realised I’ve restated Mark Earl’s ‘Purpose Idea’ from the other angle.)

Sadly the awesome Brand Tags doesn’t include Woolies. But I doubt entertainment would be first on the list. It’s Pic’n’Mix in both sweets and belief. A ‘five and dime‘ store with sweets, entertainment, furnishings, cookware, pens and paper and other random stuff.

That has a benefit offline, should you need a selection of random stuff, and not want to wander round a larger department store, or go for the clear low cost of Poundland. And if you’re of a certain age, you could meet with your friends and have a cup of coffee.

But online we already have Tesco and Argos. And anything is just a click away.

And in entertainment, Woolies is facing Amazon, iTunes and a music industry that is struggling to workout what it should do to survive.

And those loyal customers who used it as a meeting place are likely to have already found online alternatives – and if they’re not online yet, the prospect of Woolworths won’t make them buy a new PC and broadband.

But maybe there is a loyal niche group who could find a solution – there’s a small group on Facebook discussing it, even if the dreaded brand word crops up too much for my liking.

And I like the fact the Woolworths site is currently displaying a form for comments on the good and bad about the business. Even if the reassurance it’s returning is a bit naff. ‘I haven’t shopped since Woolworths closed’, a man sobbed.

But whether Woolworths becomes something really different and cool with a purpose that makes sense, or collapses for a second time in a supernova of pic’n’mix, it’s going to be fascinating to watch.

Two adverts that irritate the s*** out of me

January 5, 2009 By Dan Thornton

It’s the perfect time for ranting as I’m still feeling a bit poorly, so I thought I’d highlight two television adverts currently irritating the hell out of me.

First up, is the PG Tips homage to a Morecombe and Wise sketch, mainly because it’s so completely irrelevant to me, but seems to be on constant repeat at the moment on the channels I tend to watch. Especially Film 4, completely distracting me from whichever movie I’m watching.

I’m in my (very early) 30s, and Morecombe and Wise had pretty much peaked before my time
Even then, the PG Tips ad isn’t as good as I remember the original sketch being.
But most of all, I don’t drink tea, and neither does my partner.

I realise the last point marks me as being outside of the target demographic of the tea industry, and so they won’t count me as being a huge loss or influential. There are currently two packets of tea in the house, both of which have probably been here since we moved in – one posh packet which my parents probably brought with them out of desperation, and one cheap packet for any guests who didn’t fancy the posh stuff.

But the fact I’m not a tea-makers target is exactly my point. I’ll never buy it. I’ll never talk to anyone about buying it. And I don’t have the necessary technology to avoid it. So why inflict it on me?

But that’s just a case of traditional irrelevance – there’s a far worse offender out there:

Oh Sweet Lord.

It comes from Norwich Union, soon to be renamed as Aviva, as it’s part of the Aviva group and known under that name internationally. So changing the name might make sense from an efficiency point of view, particularly when job cuts are being repeatedly announced.

But what I don’t get, and I’m trying not to use the word ‘brand’ to join Mark Earls, is the way it has been done. For starters, they’ve had to pay Bruce Willis, Elle MacPherson, Alice Cooper and Ringo Star to talk about how they wouldn’t have had fame and fortune without changing their name.

That’s right. Forget starring in Die Hard, or being part of the Beatles. Or any inference their stardom is down to talent, luck and making the right career choices. After all, if only Molly Ringwald had changed her name, rather than turning down the lead roles in Pretty Woman and Ghost, for example. I won’t even mention Engelbert Humperdinck.

Or the fact that most actors in the UK change their names due to Equity rules stating there can’t be two performers with the same name.

We get a voiceover telling us how changing our name can allow us to become who we want to be, and that Norwich Union is becoming Aviva after over 200 years of the same name. (My first thought was the confusion with the bus company, Arriva, that served my hometown)

But what it doesn’t tell us is what NU/Aviva wants to be.

There’s no reasoning, no belief, and nothing to make anyone think this is more than an attempt to save money on headed stationary.

Why couldn’t they use the name change to publish a clear belief which might benefit consumers, and could be easily said and repeated? ‘We’re changing the name, and making sure you never wait longer than 30 seconds in a phone queue’ for example, or ‘We’re changing the name be more efficient, so we can lower our prices by 5% when you renew’. Or even just some honesty ‘We’re changing the name to save some money and stay in business in tough times – so you don’t lose your insurance cover when you might need it’.

Has no-one else ever watched Crazy People?

Why belief matters…

November 30, 2008 By Dan Thornton

I’m always really interested to hear people in non-marketing and non-editorial jobs talk about how they make a living and the way they deal with the challenges they face in their industries. It’s a great way to get some inspiration and find ways to think about things a bit differently.

One topic that’s stuck in my mind for researching is the idea of belief – the idea that brands should have a clear belief (not a proposition or a strategy – that’s for the executives) that is integral to the project/product, the team, and the people who interact with it. And whether you need to start with a belief, if it’s possible to introduce one, and how you can find people who already share yours.

Obviously religion is a belief-based system, but I saw a great example today of something I can more readily understand – football!

A non-league team who train and play around their 9-5 jobs, Histon FC, played Leeds United today, a team that has won the English league, played in European competitions, and that is currently chasing promotion back into the top English league.

And they beat them, 1-0, to knock them out of the FA Cup competition.

Watching them, it was clear that the Histon team were full of belief and weren’t scared of a team three leagues above them. And although their belief wasn’t the only factor – Leeds should have scored twice, and the weather and pitch conditions also helped the non-league side – it was the biggest one in their success as they were able to keep going.

It’s also what seems to separate world champions in any sporting discipline – in motorsport, for example, the likes of Valentino Rossi and Mick Doohan, Michael Schumacher and Ayrton Senna (F1), Sebastien Loeb and Tommi Makinen (World Rally). They all differ in their personalities, with Rossi standing out as the best example of a world champion (eight times) who appears relaxed and mischevious, but carries a huge amount of confidence and self-belief.

Valentino Rossi - Picture by Matt Ritchie on Flickr (CC Licence) — Valentino Rossi – Picture by Matt Ritchie on Flickr (CC Licence)

Now this isn’t news. Plenty of psychologists have looked at sporting success or celebrity and spotted the planet-sized self belief that powers these people.

In marketing and social media, the concept isn’t new: Mark Earls coined the term “Purpose Idea”

‘Put really simply, the Purpose-Idea is the “What For?” of a business, or any kind of community. What exists to change (or protect) in the world, why employees get out of bed in the morning, what difference the business seeks to make on behalf of customers and employees and everyone else? BTW this is not “mission, vision, values” territory – it’s about real drives, passions and beliefs. The stuff that men in suits tend to get embarrassed about because it’s personal. But it’s the stuff that makes the difference between success and failure, because this kind of stuff brings folk together in all aspects of human life.’

And Hugh McLeod created a social object around a Purpose Idea for Microsoft.

What I’m interested in is finding as many great examples of this working within marketing and business, and externally. Sport, Religion, Manufacture, Publishing, – anywhere it can be found. Because that’s how you can show the transformation it can make to those who haven’t tried it. And the more belief that is in the brands I work with, the easier it makes marketing them!