Monday, February 9, 2009

True Blue

Robert Hildreth sent me this from San Francisco, he is head of Global Strategy for Saatchi & Saatchi S. It’s written by Hugh MacLeod, a terrific cartoonist who lives at Go start a movement. KR.

The Market for something to Believe in is Infinite

We are here to find meaning. We are here to help other people do the same. Everything else is secondary.

We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature.

Product benefit doesn’t excite us. Belief in humanity and human potential excites us.

Think less about what your product does, and think more about human potential.

What statement about humanity does your product make?

The bigger the statement, the bigger the idea, the bigger your brand will become.

It’s no longer just enough for people to believe that your product does what it says on the label. They want to believe in you and what you do. And they’ll go elsewhere if they don’t.

It’s not enough for the customer to love your product. They have to love your process as well.

People are not just getting more demanding as consumers, they are getting more demanding as spiritual entities. Branding is a spiritual exercise. These are The New Realities, this is the Spiritual Republic we now live in.

The soul cannot be outsourced. Either get with the program or hire a consultant in Extinction Management. No vision, no business. Your life from now on pivots squarely on your vision of human potential.


adam werbach said...

very nice.

Moses Robbins said...

"The soul cannot be outsourced!" Brilliant. Awesome stuff as usual Kevin, I have a question. What astounds me is the amount of people I talk to who want to start something and just don't know how. For example if I was to recommend that a friend starts a blog so that she can share with others her passion for landscape-art and learn from them too, she would ask "well how would people find it?", to which I would reply well you need to connect with others first. What I am getting at is that it is a big enough step establishing the basics of success, in any area, let alone pushing through and becoming a leader. However if these ideas and themes you're sharing were the foundation for something new, do you think it would take off?

P.S This hypothetical formula would also include common sense and "sound" business principles.


hugh macleod said...

Thanks, Kevin...

You can read the whole thing here:

P.S. Nice job on the Lovemarks idea. I confess, I was skeptical at first ["Big, Bad Agency talking about 'Love'???!!!" etc etc] But it grew on me.

You were right in the end. It really is all about "Love".

Whether you're working for a large agency, or blogging in your pyjamas, we're all trying to crack the same nut: How brands relate to THE REALLY BIG, IMPORTANT STUFF in our lives is what matters now, whether we're talking small, hip internet startups, or multinational washing detergent brands like Tide or Persil.

And hopefully we can get our clients and colleagues to concur...

Godspeed, Glad to see you still at the helm,

Hugh MacLeod

claudio alegre said...

One of my favorite pieces from Hugh. For those that are not familiar with his work...Read it!...There is nothing else to say:)

_ said...

I first read the Hughtrain in school, we infused that spirit into our Student ad agency.

After graduation, it was my
- "The market for something you believe in is infinite" -
- "Quality isn't job one, Being totally Fucking amazing is job one" -
business cards that I bought from gapingviod which ultimately lead to joining Saatchi & Saatchi LA.

Kevin Roberts said...

You've hit the nail on the head Hugh, great insight. Thanks for the inspiration, KR.


Thank you Kevin for sharing this great piece here. Thank you Hugh for writing it. This is management poetry. I am a fan of Hugh and been following him on twitter for quite a long time now. Hugh analyzed what many company owners and marketing manager still don't quite figure out: The Brands were running out of juice 4 years ago when KR wrote Lovemarks. Now the juice is over. Yes it is all over. And Hugh with this remarkable post reminds us again where is the new truth.

And Yes, brands have to become more social, more human, more personal, community oriented and not for the sake of getting more consumers, but for the sake of doing something good for the community in general.


Companies produce "meaning" and receive love in exchange.

I consider this post one of the most inspirational post in branding management ever. I have been talking about it with friends for weeks when he came out. I called it management poetry. One that I want to have always handy.

To comment on Hugh's comment above, Kevin has not done just a "nice job" with the Lovemarks idea, let me tell you.I understand it grew on you at the end and now you like it.

Kevin through the lovemarks idea scrapped the word "brand" by adding the word love which is (true soul and spirit) what you are writing about in this great post of yours that we all loved.

ciao gp