Directive’s Post

In the world of business, the well-known adage - 'green and growing or ripe and rotten' has a profound implication. It echoes a truth about life: we are either evolving (green) or decaying (ripe and rotten). In essence, to remain relevant and efficient in this fast-paced business world, we must continually learn and adapt to change - we must be 'green and growing'.

I learnt this strategy cheat code on the biggest beer pitch of the year. I was flown across America to work the final 48 hours of the pitch. Not a great time to be invited in the room. Creatives were mentally exhausted. They didn’t want strategy now. But this one technique helped gain respect and add value right away.. ‘Storify the idea’ technique. With too many ideas on the board. This helped to cull and focus ideas. All you do is create a start-middle-end of the idea. With these questions (attached) This helps to make ideas bigger and more integrated. 👉If you’d like to see examples of how to storify an idea, I’ll be sharing them in my creative strategy workshop next week. Sign up here: https://lnkd.in/ghtUmP9g

I learnt this strategy cheat code on the biggest beer pitch of the year. I was flown across America to work the final 48 hours of the pitch. Not a great time to be invited in the room. Creatives were mentally exhausted. They didn’t want strategy now. But this one technique helped gain respect and add value right away.. ‘Storify the idea’ technique. With too many ideas on the board. This helped to cull and focus ideas. All you do is create a start-middle-end of the idea. With these questions (attached) This helps to make ideas bigger and more integrated. 👉If you’d like to see examples of how to storify an idea, I’ll be sharing them in my creative brief workshop next week. Sign up here: https://lnkd.in/gnPkMsap

I learnt this strategy cheat code on the biggest beer pitch of the year. I was flown across America to work the final 48 hours of the pitch. Not a great time to be invited in the room. Creatives were mentally exhausted. They didn’t want strategy now. But this one technique helped gain respect and add value right away.. ‘Storify the idea’ technique. With too many ideas on the board. This helped to cull and focus ideas. All you do is create a start-middle-end of the idea. With these questions (attached) This helps to make ideas bigger and more integrated. 👉If you’d like to see examples of how to storify an idea, I’ll be sharing them in my creative brief workshop next week. Sign up here: https://lnkd.in/guFPnUp2

Jingles a way to boost your brand? Recently, I caught wind of something Gary Vaynerchuk said about jingles. You know, those little earworms that stick in your head? Turns out, they’re still gold for advertising! They help people remember your brand like that favourite song you can’t stop humming. So, guess what? I whipped up a jingle for YB Land Group, our land sourcing company. It’s short, sweet, and packs a punch. But I need your expert ears! How can we crank up the catchiness? Any ideas? Let me know in the comments! #LandSourcing #Jingle #YBLandGroup #marketing #Brand

Learning from the World's Best Marketing Campaigns: "Where's the Beef?" This iconic ad was launched in 1984 by Wendy's, carving a place for the brand against competitors like McDonald's and Burger King. The campaign's impact is still discussed today. After its launch, it propelled Wendy's sales by 30%, securing its position as the third-largest burger chain. Even in the 1984 US presidential campaign, Walter Mondale used this slogan to mock his Democratic Party rival, Senator Gary Hart. “Where's the beef?” served as Mondale's response to Hart's proposals. Here is an analysis on the prime success factors of the campaign: Visual Exaggeration and Concrete Imagery: The campaign brilliantly employed visual exaggeration, depicting a large bun with a minuscule patty. This exaggerated imagery directly challenged competitors like McDonald's and Burger King, especially those with products like the Big Mac. Clara Peller's use of glasses to find the patty added a comedic touch that magnified the problem. Simplicity: "Where's the Beef?" kept it simple with a concise and memorable line. In a world where verbose scripts were common, the simplicity of this catchphrase significantly contributed to its memorability and virality. Unexpected: Wendy's, a brand associated with young people, defied norms by featuring three older women in the ad. This unexpected choice distinguished Wendy's from competitors and ensured that the campaign stood out in people's memories. https://lnkd.in/gJgEzqcQ

Our latest issue of our Culture Edit deals with our basic human need to connect and focusses on the Third Place … not home, not work, but that other place where we connect, socialize ongoing, and feed our natural desire to belong. Whilst our time spent making meaningful connections is under pressure given life’s demands and distractions galore, we envision a future where we engineer our social connections to enhance our happiness and wellbeing. This vision is part of our future code Joyning. We're incredibly passionate and optimistic about the future of socialization, connection, and belonging. And this is a space where brands and innovative experiences from food, beverage, and alcohol brands are uniquely suited to bring people together ... both for the good of society and for growth. 🎁 This month we’re releasing a complimentary copy of Culture Edit. It's typically behind a paywall on our paid subscription platform, Future Possible. 🔮 Read this latest edition of Culture Edit and imagine the places your brand could go. 🎁 And if you like what you read, you can still use our promo code “APRIL2024” before May 1st to get complimentary access to the Future Possible subscription platform for 30 days. 

THE FOUNDER IS THE MOVIE BASED ON THE LIFE STORY OF.... Ray Croc, who is credited with building the McDonald's empire... In this video clip, his soon-to-be advisor tells him that he is really not in the burger business but rather in the real estate business. It is an epiphanic moment in the movie that changes his whole approach. Do you know what business you are truly in? The answer to that is that you are in the sales, marketing, branding, and content creation businesses. How well-crafted are your strategies? Do you know? #buildyourempire #contentcreation #marketing #branding https://lnkd.in/gNnGPnaW

Tales from the tube (p.2) 🚆 WARNING: ITS THE SUNBURN EFFECT ☀️ 🛀 My last post also focused on shock factor, but this time I was truly surprised to see this ad. If you don’t immediately understand this reference, I don’t know what to tell you… explore at your own risk ❌ Brands have been capitalising on the hype of pop culture for quite some time now, and Grind | Certified B Corp did not hold back in conveying the social benefit of their coffee pods being biodegradable. Whilst not entirely accurate (that bathwater went in a matter of seconds), the shock factor and immediate relatability makes you read onto the real message. The concept of ‘disappearing’ is reiterated in the call to action, and that consistency in copy is quite satisfying. Whether you spend time gazing the rest of the ad (the flavours, the credibility or the design), you will certainly walk away remembering GRIND and their boldness. Big credits to whoever conceptualised and whoever approved this ad, it took courage. Do you think brands should be capitalising on pop culture? Do you think this level of hinting at something VERY scandalous is the right approach? Drop it in the comments. #TalesFromTheTube #Advertising #MarketingInsights #GoodMarketing #LondonUnderground #Saltburn

THE FOUNDER IS THE MOVIE BASED ON THE LIFE STORY OF.... Ray Croc, who is credited with building the McDonald's empire... In this video clip, his soon-to-be advisor tells him that he is really not in the burger business but rather in the real estate business. It is an epiphanic moment in the movie that changes his whole approach. Do you know what business you are truly in? The answer to that is that you are in the sales, marketing, branding, and content creation businesses. How well-crafted are your strategies? Do you know? #buildyourempire #contentcreation #marketing #branding https://lnkd.in/ghJdwdmt