Inspiring Futures Ed Cotton

Warren Berger is an author and journalist who has spent the last 25 years writing about the worlds of design, advertising and innovation. Back in the day he got a feature story about Weiden and Kennedy into the NYT Magazine and he wrote the book "Advertising Today" that was published by Phaidon,. 

For the past 10 years, he's been focused on the world of questions and questioning- from which sprang the book "A More Beautiful Question"- which celebrated its tenth anniversary with a new updated edition.

Here are some quotes from my interview with Warren.

It was designer Bruce Mau who inspired him to think more deeply about questions.

“Bruce Mao had a thing about questioning where he said, one of the most important things a designer can do is be the person who's willing to ask stupid questions.”

"So I realized when you talk about how designers think, they often start with questions and that's kind of the, they're trying to figure out the right question to ask that will address a problem or a situation."

He also understood that it was questions that lay the foundations for the new disruptive startups.

"They're only ten years old or whatever and if you went back to the origin of them You could usually identify a question there was usually a question that Reed Hastings was trying to answer or that the three guys who started Airbnb."

Questions are everywhere

"I was there with the arts, of course it's there with science, you know, scientists are always working on questions.  So what I realized is it's, you know, it's everywhere. It's in basically any discipline that's trying to solve problems, is trying to do problem solving, is focused on questions because the question is how you articulate the problem."
In the updated edition of the book- he explores the idea of AI and questions

"Do we does it mean that this question become more important in the age of? AI, or does it mean that we really don't need to do any of this stuff anymore? Because AI is going to take care of all the thinking for us?"

"We have to get sharper with our questions to get more out of AI. But also, we have to use the questioning of a analytical questioning, critical thinking questioning, to question what comes back to us from AI."

https://amorebeautifulquestion.com/

This episode features an interview with Gerard Crichlow, who heads up Global Strategy on the Unilever brands- Axe/Lynx at IPG.

Gerard collaborates with several IPG entities worldwide to ensure the Axe/Lynx brands connect to their consumers and cultures. 

Some quotes from Gerard from the episode.

"And for me, if we're in the attention game, who does attention best, and that tends to be entertainment companies. And so I've always tried to look at how do we shift from interrupting people to providing entertaining content."

"There is no more monoculture, especially for younger people. So you have to be able to entertain in order to get people's attention."

"I kind of start from the premise that no one gives a shit about your brand. So I almost like take the brand hat off. Of course, we're doing it for brands. And so we. we then first look at what is the landscape, what are the signals, what are those conversations or topics. And then we then put our brand hat back on and then look at are any of these topics related to the brand's point of view.

 "If you fan like a fan, you almost take your brand hat off and you speak like the fan, you're interested in what they're talking about, you like the same songs, the same tracks, you know the backstories, all of those things."

"It's like a muscle. You post a lot. Some things will fly. Some things won't. But the things that do fly do really, really well. And from what we see is we keep a small team, meet every single day, post, get that muscle going. And then when things fly, and we think the engagement and the conversation is scaling. we begin to provide value. "

"It has so many more implications, not just social. It actually is trickling itself from the ground in the social conversations into bigger pieces of work, like the above the line work. So what are the sort of types of conversations that people are talking about What influencers or musicians do they relate to? Those are partnerships we then go after. What do they want because Axe as a fragrance brand? What do they want from fragrances? How do they react to each other?"

This latest episode of Inspiring Futures features an interview with the CMO of Depop. 

Depop is one of the most interesting brands in the fashion space since it's all about reselling and ultimately about transforming the way we shop for fashion. 

Peter has a fascinating background with experience on the agency side with both Anomaly(where he worked on the Converse brand) and VCCP and client side at Google in Creative Lab. 

In a wide-ranging conversation we talk about his early experience as a writer and how that's core to his work today, building a cohesive brand, the importance of culture for brands, how community needs to be balanced by the brand and some of the challenges of growing the brand beyond its core. 

In this episode, I talk with Tass Tsitsopoulos, the Global Strategy Director of McDonald's at Wieden + Kennedy. We discuss his early life in London, studying politics at LSE, his accidental journey into advertising thanks to Jeremy Bullmore, his life as an Account Guy at BBH, and his leap into planning. We also get to talk about his journey in the US with BBDO and McDonald's at Wieden + Kennedy. 

Last month, I sat down for a conversation with Ian Murray- the co-founder of Burst Your Bubble. Ian has no shortage of contrarian views on everything from media and the current vogues in marketing to what strategists need to be doing in their work.

To give you a flavor of the conversation- here are some soundbites.

On Media

 "TV still produces the strongest signals in terms of what we call fitness, which is things like signaling a brand's quality, reliability, financial strength, and success."

"Young people have the same response pattern on signaling as older generations. So they're watching less TV, but it has no lesser cultural impact for them."
Findings from research conducted for Essence   

The Problem with Niches

 "How do you build culture through these incredibly fragmented, personalized niches? You've no idea if anybody else is seeing the same thing you."

People Want to Conform

"It's not driven necessarily by niches. People aren't always looking to stand out and define themselves as different from others. They are, but it's not necessarily the dominant thing they're doing. A lot about what the mainstream are doing is they want to belong, they want to be the same as other people.”

Strategists- Look More Closely at What's Around You

"You are stepping over the stuff, you know, that you're ignoring on your way to the agency in the morning, you know when you're waiting for your street food at lunchtime in the market. You don't have to go 500 miles to see it's right in front of your eyes."

The conversation is full of interesting perspectives on what the industry should be doing and how we can do our strategy jobs with a level of integrity. 



 

Jae Goodman is unique. He worked on Madison Avenue. He has a deep understanding of brands. He knows Hollywood, and he understands the power of culture and celebrity.  Jae has experienced these worlds throughout his career, which spanned the likes of Wieden and Kennedy, CAA, and the creation of his agency- Observatory, and now his consulting company, Superconnector Studios.

In our conversation, we discussed the similarities between Silicon Valley and Hollywood, the importance of relationships and community in Hollywood, the changing landscape for brands and communication, and what creatives and strategists need to focus their efforts on today. 

We also briefly touch on proprietary tools that allow his clients to see the intersection of brands, culture, and celebrity.