onewild thought

A collection of our views, rants and thoughts on design, branding, communication, and any other thing we find interesting.

Data Should Be on Your Priority List.

 

As you’re reading this, I am stealthily breaking through your firewall, sneaking through files containing your data and gathering as much as I can. At the same time, I am getting access to your (e-)behavioral data, tracking your behaviour across all online platforms. Are you surprised (and maybe alarmed)?

You shouldn’t be.

This has actually been going on for ages, just that I am not the one doing this. And no, there’s no escape unless you want to move down to an obscure jungle to live and have a cute little beast as a (tree)house mate. And you know what? Even then it will be very hard to escape technological invasion of your life. So let’s quit that thought and accept the fact that almost everyone is connected these days. When you’re online, behind every step you take are little bots or software tracking you, taking down your data and creating an e-version of you. This, is what’s called dark interactions.

“Smart” (meaning computerized) products producers make use of the results of these dark interactions either legally or illegally, to draw you in. Resultantly, they create opportunities for the obsolescence of unautomated products, hitting wells of revenues for themselves. Computers are everywhere now, everything is smart down to your pen and shoes. Like an extra sneaky cat, computers have quietly infused their existence into our lives such that imagining life without them is like imagining the orange man without his hair.

I remember reading about this in Dan Brown’s Origin (have you read it?); computers taking over the world. Immersing themselves into a symbiotic relationship with us such that we become driven by each other. We all now have an automated personal assistant aka our phones that we rely on to crank our hustle dial up. Just like Alan Turing predicted, computers have become our companions and many of us can’t do without them.

With the explosion of smart products in the market in the past ten years, the question is no longer what you need. Rather it’s a question of what you want, how you want it and when. Computers, computers everywhere but not enough sense to create utility. Thankfully now we have accounts like Internet of Shit to help us sieve through the load of bullshit that’s spun and thrown to us as “the next smart product” to have.

Let me quickly add this: As a brand strategist (and everything Digital marketing and communication related), you have to seek out as much data as you can to help you put out more value. Data A good place to start will be Google Trends. Click here to get more data insight gathering tools. This will help you respond in real time to your consumers’ perceived needs and wants. You won’t have content, content everywhere but no relevance or engagement.

 

 

F1 Logo Redesign; Thoughts

How will you feel when you turn on your phone and you see a totally new theme and interface, all your icons unrecognizable and some even deleted? That’s more or less how F1 fans currently feel about the new logo that the company is sporting. To them, it is unwanted, unloved, ugly.

But that’s their sense of comfort-ability with the old logo reacting, we all know in the next few months the new logo will grow on them. It’s already growing on me as a matter of fact. Reason? I’ve seen more of the new logo than the old in the last few days and now, it’s looking much better than the first time I saw it. That’s human psychology in play; show a picture as many times as you can and it becomes accepted, even seen as “not too bad”.

With this new logo, Liberty has taken a bold step that hopefully, will result in a generally positive outlook of the sports in the next seasons. This is actually no surprise. Since Liberty bought the commercial rights of the company (from Bernie Ecclestone for a whooping 6billion dollars), it has been making some, albeit minor, changes.

The thrill of F1 has reduced to a sputter in recent years, leaving behind wisps of the personality of the sport and disengaging the gear of new fan acquisition. Even, old fans don’t feel the same level of euphoria, sense of daring and excitement as before. Case in point, the recently concluded 2017 season which is described as uneventful as watching the thousandth rerun of your favourite film. Therefore, something has to be done to catch the interest of as many as possible and get a nice spark from the F1 lovers. And what better way to achieve this than hitting at a major identity of the sport?

Logo redesign is something brands and companies have to do from time to time whether to acquire new customers and/or reconnect with old ones. The key however is knowing the right time to do it. Usually, it is done when there’s change in ownership and rights, just like the recent case of 9Mobile (nee Etisalat). It is also done when a new life needs to be injected into a brand to get it more “mouth coverage” and to keep a brand’s outlook updated and in sync with the current trends in its industry. For instance, there was a time in the design industry when everyone was all up for clunky fonts, colours and oval shapes. Now the trend is minimalism, negative space and parallel lines. Imagine Google still using their logo from fifteen years back, wouldn’t that be like you asking your ancestor for a selfie?

Yes, people will talk and protest but when a new logo (or logo facelift) is needed for your brand/company, then do it. Afterall, will you advertise new cereal in a faded old box? I think not.

Oh Yes, We Are.

 

Once again, with the recent poster exhibition at the London Transport Museum, we are reminded of the understated recognition of women creatives. You might be surprised to learn that they are actually many, these women, and quite a number of them have made ball (and ceiling) breaking contributions in their niche.

At the said exhibition which was to celebrate the female designers who designed posters for the Transport for London (from as far back as 1910), some women’s pictures could not be found. Reason? They’ve had their faces faded into the worn out fabric of history leaving just a pitiful whisper of their person and works.

This is not good and we have decided to do something about it. We’re starting the #BallBusterWoman series; spotlighting creative women around the world who have shattered all levels of normal and ordinary in their fields. We hope this will in a way, bring to recognition these women and their works while inspiring those coming behind.

For today, we recognize the Poster Girls whose works were exhibited at the Museum. Sadly, most of their names have been lost. Among those whose works are on exhibition are:

Sandra Fisher

Gillian Ayres

Dora M Batty

Laura Knight

Edin Marx

Mabel Lucie Attwell

Mary Koop

Sheila Stratton

Dorrit Dekk

Carol Barker

Jennie Tuffs

Louisa St. Pierre

Ruth Hydes

Arnrid Johnston

We hope you’ll enjoy this series very much.

Google Just Backed Up The Fact That The World Is A Lonely Place.

 

Imagine Google coming alive and confronting you with your searches, those searches that leave you a bit shamefaced, those ones you asked in places where your screen is hidden from other faces, will you wish to slither into the pores of the earth?

Of course there’s only a minuscle chance of that happening (never say never yes?). I definitely will be scandalized if my Google searches of “how to add weight (in choice areas)” is broadcast to my family and friends.

As ridiculous as those private searches of yours may be,  you might be relieved to learn you’re not the only one who asked those questions. Of course it’s general knowledge that Google has been keeping tabs on all inputs, resulting in a universe of database from which we all pull needed information (you know Google is simply a large gathering of human minds right?). But it recently went a step further to create a search map showing the density of peculiar searches from each part of the world. The focus is on “how to” searches and from the data gathered by Google, they have increased by 140% since 2014.

The “how to”s are amusing (and sad) in a way. “How to kiss, get pregnant, draw, fix toilets…” People, how did we get here?

Let’s put aside the amusing peculiarities and similarities of countries and talk about what this says about us all as human beings and our current state.

It’s obvious we have drifted apart; chasms dividing each person from the other such that each has only a thin bridge linking to another. Rather than turn to, say a friend or sibling for comfort we feel much more comfortable cuddling into the invisible arms of a jumble of data.

How did we get here?

The answer, if we’re going to be honest, is there in our snappish answers and disinterest. But we are going to do nothing about it, right? We’re just going to carry living on our little islands like we don’t care right?

I hope not.

You can find the map here >>>

 

Samsung Just Told Us Again That Apple Still Gives It A Major Headache.

Ego tripping comes in all forms; from a kid’s “my daddy’s car is better than yours” to a grownup’s “get outta my face with your twisted, split ended plastic weave”. Almost everyone wants to be (seen as?) better than others. Brands are not left out. Barbed jabs are thrown in form of ads, barely concealed with faux veil of mystery surrounding the competitor in focus.

Now, you know of the two mobile technology brands that are always like Trump and The Rocket Man? Yes, those ones. For a while now, the two giants have been still. Until recently when Samsung stirred and threw a shot at Apple. It wasn’t even a shot, it was a kaboom in the guise of a TV commercial titled “Growing Up”. This latest comparative advert is bold and egoistic, a blatant ‘in your face’ to Apple. It hit hard, just like The Next Big Thing ad series of 2014. Basically Samsung wants us, the consumers, to file it in our memory drives that it has been consistently innovative than Apple in the past ten years.

Although Samsung has got quite adept at balancing the tricky stick between humour and targeted ‘shades’ quite well, it has unwittingly made it glaring that Apple is a big log in its eye. This is the flip-side of comparative advertising; you are in a way admitting your competitor gives you a hell of a migraine. You are positioning yourself as an under dog. To look on the positive side, this position can be of advantage if you know how to work it. So far, Samsung is doing a good job.

Do Apple’s fans care? Maybe not. Yes, in recent years Apple’s edge as a radical innovator has become as blunt as a 100year old grandma’s tooth. Many know this, but that hasn’t stopped the product orders from raining. Why? Apple has built its brand in such a way that its products have become a signature of relevance in new age culture, placing focus on aesthetics, exclusivity and existing tech improvement. Meanwhile Samsung has positioned itself as a direct competitor to Apple, shouting itself hoarse with “I’m better, buy me, I’m better!”

On a lighter note, it may yet be that Samsung’s yells are finally being heard. At the GTBank Fashion Weekend 2017, we heard more than a couple of A-listers expressing interest in buying the Samsung S8 majorly because of the camera. Though this is as a result of a functionality fail on the part of Apple and not the dissing ad, Samsung may well be coming out of Apple’s shadow where it placed itself. But if it turns out that all that the Growing Up commercial ends up being is just an expensive corporate ego trip with no positive effect on sales, Samsung can console itself with the fact that at least we were entertained.

 

 

 

Lamborghini, Pope Francis and Papal Blessings.

 

“You can’t kill two birds with a stone”

Lamborghini just smashed this notion into the dust where it blew to smithereens and dissapeared on the wings of new age strategic advertising and marketing. You’ve learnt about the Papal Huracan Lamborghini by now, the one ceremoniously gifted to Pope Francis by the company.

The reason given for the eye wateringly expensive gesture was so it will be auctioned. But hey, look at it this way; if Lamborghini is so interested in charity why not directly donate to the charities? Then, wouldn’t it have been quite a shock if the Pope dumped his modest pope-mobile for the Lambo? Imagine the ripple that will cause, reactions going 0-100 in 3seconds. Therefore it is expected that it will be auctioned off in a rev.

What Lamborghini did is good old celebrity (make this Papal) endorsement albeit subtly and with as minimal risk as possible. A strategy that will positively affect its stocks, that has brought the Huracan to the attention of many especially the ‘children of the Pope’ (some of who will buy), has lent a saintly glow to the brand and will of course be a point of positive reference for the brand in future. So make that four birds, not two.

Of course Lambo could have gone the conventional way of donating directly to the charities and somehow have it in the news that it did. But who will give much of a damn about another giant making a show of good conscience? That’s if it even gets a fair amount of media coverage. Putting a smile on the Queen bee’s face however ensures that the nest goes abuzz and everyone knows something is going on. This gives the brand the access to tap into the activation base of the Pope’s followers, inducing an urge to learn more about the brand and its products.

The weight of Pope Francis as a brand is heavy enough to have a reasonable positive ripple effect on Lamborghini for a long time. He is not the typical celebrity that will more often than not be involved in scandals. His followers are numerous and fiercely loyal. He is associated with holiness, has just the right postioning politically and in the media. Therefore, even if this covert marketing of the product and brand didn’t translate to as much sales as expected, it’s still a win for the brand. A holy signature guarantees this.

 

 

#OneWildTweet: That Time A Tweet Got Tweeple AND Non-Tweeple Hopping.

 

We love anything that bombs away all forms of boxes, exploding in our faces. Wild things. Wild people. Wild events. For these, we have started the #OneWildSeries.

Just as we’re about to go a-hunting for a subject for this week, we stopped short and said “hey, how about that tweet that got everyone buzzing earlier this year? Skipping it will be blasphemy!” You probably know about it (if you haven’t this might just make your day) but you definitely haven’t read about it this way.

Here goes:

One bland day like that, while everyone was busy busting balls, there came this seemingly ordinary tweet about a badass picture of Rihanna and Lupita from 18000SADGAL (bless her obviously not so sad heart). At first it all seemed like a joke that will die out. Then some Tweeple jumped on it and before you can blink twice the thread went viral.

But still it was all just some people having fun with their imaginations until the two sucess veterans pitched in, saying they’re down for it. That’s when everyone went all excited. Even then, there was still the back end thoughts that it was a joke, albeit a very interesting and exciting one.

Then shit got real when Ava DuVernay and Issa Rae got in on the action. That’s when it began to look something is really going to come out of it. Sometime later, confirmations were made that it’s actually going to happen. And that’s how a film was born out of Twitter. Production begins in 2018, not so far now right? Netflix, sharp guys, are already on board.

We all know Riri works the hell out of all she does (and looks real good while doing it) and Lupita… an Oscar isn’t isn’t something you get playing mediocre. So all bets are out that this film will be worth the while.

This goes a long way to show how crazy opportunities can pop up at any damn time with all the right context present. So hey, always be ready to hop; your wildest imagination might just become reality.

Coca Cola Ad for Saudi

 

Since the recent ban lift on driving for Saudi women, a lot of brands majorly auto have been pushing a lot of ads at the women. Suddenly, in comes the realization that they are actually a large market ( and rich too, tsk tsk). Now Coca Cola has come to the party with its women targeted ad sporting a ruggedly handsome dad, his stunning daughter and of course, a bottle of Coke.

Generally, the objective behind a relationship ad is to create a powerful story that will tug at your heartstrings, making you tear up, smile or do both. This is present in the ad but at an understated level, pushing more of sophistication and lazy elegance to the fore. The result is a quirky and relatable (a bit) ad that in the end still goes in line with the essence of Coca cola. The classic touches (glass bottle, vintage Benz) are right on the spot. The ad made me picture driving lessons in urban Nigeria where, rather than music and “Shukran Baban” what you get is “cut your hand! Cut it! Oya mash the break!…” and whole lot of sighs of frustration.

You can literally taste that feeling.

This is almost like their “Stand by Me” father daughter ad of 2016 but better.Talking about some of their better ads, remember “Brrr!”?; that ad was it back then. Even now, memories of it still brings a smile. A more recent one is the “Brotherly love”. Watching it, you will relate with the story being told (have you heard of an elder brother that didn’t terrorize his younger one while growing up? Me neither). What about their “Security Camera” commercial? Poignant, relatable, original.

Good ads are never boring. Like this ad, they get people talking at least. Have you watched the ad? What do you think?

If not, you can watch it here: https://m.youtube.com/watch?v=8TURuUqlkNM