Rembrandt Drank Grolsch?

Under-serving Brands ‘Since _____’

Sipping a pint of Grolsh the other day I noticed the custom glassware read “since 1615.” I was pretty struck by the year. I had absolutely no idea this beer’s been brewing almost 400 years. In a category where authenticity is king, I wondered how I wasn’t aware of this?

What I think it comes down to is the hugely over-used “since [year] statement”. It’s such a stock phrase that most people don’t notice it anymore. As marketers I know we love looking forward, but I think we have to remember all the untapped value in looking back once in a while. Brands that have been around can unlock a wide range of emotion in the past regardless of whether people actually had a relationship with their product.

Take the exceptional Grolsh example: this Dutch beer is nearly 400 years old. As a ‘since statement’ – if you happened to notice it – you might say ‘hey, that’s really old.’ But if you give it some more thought and actually place the period, you’d realize:

‘Whoa, that’s really old. Like Rembrandt could have drank it.’

grolschad1

Obviously not all companies can claim 400 years of history, but even those with relatively little background have existed through some trend, noteworthy event, or memorable moment in the past that aligns with their brand story.

Canadian Club offered up a great example of this brand reminiscence last year – leveraging its place in your father’s heyday with a breakthrough campaign that said Damn Right Your Dad Drank It. Bottoms Up.

Healthcare providers in social media

Personal expression, Professional hesitation

A while ago I wrote about Jay Parkinson, the physician who loves the internet. His practice, Hello Health allows patients to interact with their doctor in numerous ways, including video chat, instant messaging or email. Not surprisingly you can learn more about Dr. Jay on his blog or follow him on Twitter.

As I learn about and become more comfortable with social media on my personal time, I can’t help but think about how these new tools may or may not have a place in my future professional role. Berci Mesko’s Webicina.com seeks to help health professionals answer this exact question. I’m excited by the idea of integrating new and more efficient ways of interacting with patients. However, the potential of these tools to blur the line between personal and professional roles makes me hesitant.

Some are already debating the question “is it OK for a doctor to follow his patients on twitter?” or visa versa? Are the answers to these questions different as a GC?

A large part of my job as a Genetic Counsellor involves putting aside my personal opinions in order to allow patients to make a decision that is uniquely right for them. While physicians commonly advise their patients about what to do, GCs are trained (for better or worse) to avoid advice-giving. The premise behind this practice is that decisions about whether or not to pursue genetic testing is personal, and can often involve complex social, psychological and emotional implications.

So, does expressing my personal opinion through social media compromise my non-directive professional role? I don’t think so (as is evident by the fact that I continue to write for this blog). But it has the potential to change things. Just as I feel unease when I encounter one of my patients in a public setting, I would feel uneasy if a patient decided to follow me on Twitter. Anyone else out there struggling with these reservations?

NBA. Where Macrophenomenal Happens

As many of you know, I love my sports. But with that undying affection comes frequent frustration with the lack of creativity in the sporting world. The coverage and communications are all too often spectacularly predictable. So when I first heard about Free Darko’s Macrophenomenal Pro Basketball Almanac: Styles, Stats and Stars in Today’s Game, I thought it was too good to be true. I haven’t been able to get my hands on a copy yet, but in the spirit of Creative Recreation I asked a friend who has – leaping penman Mark Burgess – to offer up a review on this fan-fresh portrayal of the NBA. I really hope this book is a sign of things to come; inspiring a new breed of imaginative superfans, and even the occasional sports marketer, to consider the unconventional.

____

The Aesthete’s Guide to the NBA

MARK BURGESS

Growing up I was often given a hard time for my fickle devotion to sports teams. Allegiances were meant to be tribal and unwavering; to suggest that favourite players could trump proximity, or loyalty to a logo, was heresy. How could I suddenly become a Suns fan after they acquired Charles Barkley, or abandon the Bulls once MJ, Pip and Phil left Chicago? This was classless bandwagoning, evidence of moral bankruptcy.

It’s a relief to discover I was only ahead of my time, or at least in good company. The Macrophenomal Pro Basketball Almanac, the culmination of FreeDarko’s blogging, begins with a manifesto abandoning team loyalty to “provincials and fascists” and ushering in the era of liberated fandom whose guiding principal is allegiance to the individual player.

Amare

Amare

The book features 19 current NBA stars, divided into six categories: Josh Smith is an “Uncanny Peacock,” Lebron James is one of “Destiny’s Kids” and Ron Artest leads the “Phenomenal Tumors.” Players are analyzed through essays, quirky stats, spirit animals and illustrated deconstructions of a signature move. The latter employs FreeDarko’s Periodic Table of Style, inserting one of its “elements” in place of the player’s head in the accompanying diagram. For example, Lamar Odom’s mid-air adjustment is a snowflake: “Singular in design and melts on impact.”

The player sections are separated by quirky filler. “When They Were Mayors” identifies bonds between players and their hometowns through mock mayoral campaign packages. “Myth of the Next” parodies sport media’s compulsion to make hasty, hyperbolic scouting analogies. “The 2000 NBA Draft” gives brief bios of “the most useless, vile, and dastardly group of ballplayers ever selected in a single year” and “Jerseys For Every Occasion” offers wardrobe advice: Jason Kapono’s Raptors jersey, the embodiment of “the Caucasian backpacker who won’t shut up about the latest Rawkus compilation” should be worn to the 1998 Smoking Grooves Concert.

The book presents a new ethos for the fan but also for the sports journalist. Lead writer Nathaniel Friedman– pen name Bethlehem Shoals – is the ideal globalized sports reporter. For starters he lives in Seattle, the most disenfranchised NBA city that just had its Sonics turn to Thunder in Oklahoma City. But he proves there’s nothing counterintuitive about being a basketball writer in a city without a team. Shoals and his FreeDarko cohorts are the anti-beat writers – relentless couch potato aesthetes, flies on the digital age’s wall, gloriously unconfined by any standard method of reporting. One imagines their research consisting primarily of group machinations over NBA League Pass. Their findings are filtered through a system of a priori psychoanalysis, oddball taxonomy, idiosyncratic simile and, most often, sympathy. While their denigration of the 2000 NBA draft is savagely unforgiving, the depictions of Kobe Bryant as a lonely perfectionist and Vince Carter as a super-freak who never asked for his ability promote understanding for these oft-loathed, or at least polarizing, stars.

Above all, the book is an aesthetic guide to the NBA, a fitting method for tackling the professional sports league most defined by its style. Ignoring both the game’s business and its X’s and O’s, the Almanac is defined by Big Baby Belafonte’s imaginative illustrations and the rest of the cast’s trademark overindulgent prose. Shoals told Seattle Weekly he was “majorly influenced by imperfect translations of Russian literature. They contributed to (his) sense that overwritten prose can be both moving and hilarious.” He proves this over and over again throughout the book. Observe:

Somehow, the high-flying, tensile McGrady never seems wholly invested in the catharsis of raw action. He’s been called lazy, in part because of his vaguely preternatural walleye, baritone Florida drawl, and loose-limbed gait, and even at his most ferocious gives the impression of semislumber.

The Almanac is silly at times, such as when calculating how long it would have taken a team of Leandro Barbosas to build the pyramids or circumnavigate the globe, but it’s always entertaining. The beat journalists who haunt their teams’ hotels and locker rooms for gruelling, 82-game seasons, may object to a group of pseudonymous upstarts making bold assertions from their living rooms. Indeed, the players themselves might object. But the Almanac is so full of pathos, its conclusions so thoughtful and plausible if not invariably accurate, that it seems wiser to applaud the effort than to condemn the liberties taken. For many like me, it is the basketball book we’ve always wanted though never even dared to hope for.

Contact Mark

Follow Mark on Twitter

Story & Song Revisited

A while back I wrote about the importance of story in commercial music success referencing the cases of Bon Iver and the White Stripes. I was reminded of the post spotting Bon Iver’s debut on a whack of best of 08 lists – even winding up sixth on Metacritic’s almighty critical compilation.

Glancing to the top of that list you’ll discover another remarkable story: that of Amadou and Mariam, a blind couple from Mali. Their innovative African sound has steadily gained international popularity over the past two decades; collabing with hitmaker Damon Albarn on this album set them up to grab attention on a whole new level.

Of course the music is stand-out, but their account is that added layer that takes the product further (did I mention A&M were recently invited to perform at Barack’s inauguration?). Like with pre-experience design, before we even hear the first note it shapes our expectations. As we listen, it affects what we hear. And as we process, it offers that bit of personal interestingness that nudges us to share.

I am not alone!

A couple of promising things have happened in the past week.  Thanks to google alerts I have found two other GC bloggers! Although their sites are more personal and less professionally focused, I’m thrilled to see  Rachel in Montreal and Andrea in New York online. If there are others out there, please contact me.  I love the idea of a well-developed network of GCs representing our voice online.

Secondly, I became the newest member of the “Horizon Scan Workgroup,” a CAGC task force with the mission of identifying and reporting on emerging areas of practice for GCs in Canada. I’m excited about this new role, and looking forward to seeing what develops.

’08 His and Her Highlights

As the two of us go back to work tomorrow we thought we’d each take a quick look back at three professionally-related highlights from 2008. It’s been a great year (well technically only 8 months here), thanks so much for hangin’ with us!

Sean 08:

Allie 08:

  • Obtaining a Master’s in Human Genetics.
  • Getting hired on as a Genetic Counsellor at an innovative clinic. Appreciating how much I’ve learned and how much more there is to learn
  • Representing the GC voice online – in the blogosphere (am I alone here?), with Gene Scene on Facebook, and on Twitter

Bonus Highlight: The crazy response to Allie’s Phelps/Marfan post. Who knew so many people searched “Michael Phelps naked”? Who knew it would direct them here?