advertising, branding, copy-writing, praising, utilitarising

Of Promise and Production: Lessons for Telstra in Saying versus Doing from Dulux and Coca-Cola

bright shiny and new: the revamped Telstra ad that broke this weekend

featured image source

much has already been said of Telstra’s re-branding effort, which manifested itself over the weekend in print and on TV.  it’s all bright, shiny and new, and doesn’t look very Telstra at all … which I guess is rather the point.

I love it.  it’s optimistic, bright, clean, modern and very disruptive.  the copy is actually genuinely really uplifting:

today is amazing. connect with almost anything and anyone from almost anywhere. got something to say? boom … the world can love it. hate it. ignore it. whatever. stop and smell the roses you purchased online from the shop you just liked. because its never been like this before. it’s life in full colour. and it’s amazing.

it’s also much more than a marketing sea-change.  as the below video points out – it’s extending into every aspect of the organisation – from the vans to the identity badges…

it’s this piece of communication that’s much more interesting from a connections perspective.  the inclusion of things like identity badges gives it just a slight sense that it’s meant as much for internal as it is external consumption; a communication to Telstra’s staff explaining what’s changed.

it’s as though we’re listening in on a private conversation between an organisation and its staff – and it feels a lot more genuine as a result … if its an accident then its a happy one.  if its deliberate then it’s smart, and the opportunity is to go a great deal further.

much of the conversation on Mumbrella’s comment thread has debated the value of a revamped brand identity when the product and service fails to match.  but as Mumbrella’s indefatigable Tim Burrowes commented in an opinion piece on the site, the product does seem to be improving.

the challenge though, starts now. as the VO towards the end of the second video above observes, “we’re doing all of this to help us show all Australians just how amazing connected life can be” … the promise of a life lived in full colour isn’t the same as demonstrating to actual people in real and simple terms, what that means.  the promise can’t remain unfulfilled; the bright, clean, modern and disruptive packaging can’t be wrapped around an empty box.

of course if Telstra are really smart, then they’ll go the step further of actually making life more colourful for Australians …  what is Telstra’s similarly colour-inspired version of this?:

it’s a subtle but key mental shift: don’t just promise something – produce it.  don’t just promise more colourful lives, use your marketing investment to help produce more colourful lives.  the reach and awareness will come for free and will be more credible because the real conversations and voices of Australians will help create it.

it’s what Dulux have done with their promise of colour and its what Coca-Cola, with the recently released content below, have done with Happiness.  you can’t help but think that the people who created this asked themselves “what would Pixar do?” … and it’s the better for it.

 

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copy-writing, creating, designing, outdoor, praising

Keep Calm and Carry On – the History of a Poster: and what brands should learn from the elegance and simplicity of its resonant slogan

Keep_calm_poster I popped into The Only Place for Pictures on Upper Street over the weekend and came across the history of the Keep Calm and Carry on poster that's been in and around for a while.  fascinating history and a reminder that simple, elegant copy writing can lodge long in the consciousness, finding new and evolved meanings over time…  what brands would give for slogans with this degree of resonance so long after its original inception.

I've copied the full text from the note in the shop below, enjoy…

in the spring of 1939, with war against Germany all but inevitable, the British Government's Ministry of Information commissioned a series of propaganda posters to be distributed throughout the country at the onset of hostilities.  it was feared that in the early months of the war Britain would be subjected to gas attacks, heavy bombing raids and even invasion.  the posters were intended to offer the public reassurances in the dark days which lay ahead.

the posters were required to be uniform in style and were to feature 'special and handsome' typeface making them difficult for the enemy to counterfeit.  the intent of the poster was to convey a message from the King to his people, to assure them that 'all necessary measures to defend the nation were being taken', and to stress an 'attitude of mind' rather than any specific aim.  on the eve of war which Britain was ill-equipped to fight, it was not possible to know what the nations's future aims and objectives would be.

at the end of August 1939 three designs went into production with an overall print budget of £20,600 for five million posters.  the first poster, of which over a million were printed, carried a slogan suggested by a civil servant names Waterfield.  using the crown of George VI as the only graphic device, the stark red and white poster read 'Your Courage, Your Cheerfulness, Your Resolution will bring us Victory'.  a similar poster, of which around 600,000 were issued, carried the slogan 'Freedom is in Peril'.  but the third design, of which over 2.5 million posters were printed, simply read 'Keep Calm and Carry On'.

the first two designs were distributed in September 1939 and immediately began to appear in shop windows, on railway platforms, and on advertising hoardings up and down the country.  but the 'Keep Calm' posters were held in reserve, intended for use only in times of crisis or invasion.  although some may have found their way onto Government office walls, the poster was never officially issued and so remained virtually unseen by the public – unseen, that is, until a rare copy turned up more than fifty years later in a box of old books bought in auction by Barter Books in Alnwick.

shop owners Stuart and mary manley liked the poster so much that they had it framed and placed near the till in Barter Books.  it quickly proved so popular with customers and attracted so many enquiries that in 2001 Stuart and Mary decided to print and sell a facsimile edition of their original poster which has since become a best-seller, both in the shop and via te internet.

the Ministry of Information commissioned numerous other propaganda posters for use on the home front during the Second World War.  some have become well-known and highly collectible, such as the acrtoonist Fougasse's 'careless Talk Costs Lives' series.  but ours has remained a secret until now.  unfortunately, we cannot acknowledge the individuals responsible for the 'Keep Calm' poster.  but it's a credit to those nameless artists that long after the war was won people everywhere are still finding reassurance in their distinctive and handsome design, an the very special 'attitude of mind' they managed to convey.

Primary source of information: Lewis, R.M., 'Undergraduate Thesis: The planning, design and reception of British home front propaganda posters of the Second World War'.  written April 1997.  accessed April 2007.

Barter Books, Alnwick Station, Northumberland NE66 2NP, England

Postscript: since the 'Keep Calm and Carry On' poster was rediscovered in Barter Books in 2000, it has become a national icon.  to read about the ongoing story of this remarkable survivor, click here.

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