Linear: the latest bullshit buzzword we need to stop saying already
It’s time for brands and companies to let go and embrace the free-fall says David Hovenden.
I love being a journalist. Over more than 20 years I’ve had the privilege of covering a bewildering array of rounds. The basic premise, however, has always been the same: find something interesting, learn about it, then write something about it.
Over the years I found myself in management positions and therefore grown an understanding of the business of journalism. But I’ve always held on to that primary role of having my interest piqued and then sharing what I discovered with an audience. For many years when I was caught up with managing too many magazines drowning in Excel spread sheets and honing my PowerPoint skills, writing an article was viewed upon as a personal indulgence and I rarely got to it.
These days, however, looking after one little old title, I have the time to write pretty much every day. And I don’t view it as an indulgence anymore, but an absolute necessity. Only from delving into the issues faced by marketing, media and advertising people first hand as a reporter does, do I even remotely feel prepared to manage a business that aims to serve these same people.
Perhaps this is the biggest change that’s occurred in the past 20 years. No longer can you rely on things staying the same so much so that you can simply busy yourself with spreadsheets and presentations to board members.
This change is of course reflective of the broader business environment. I just saw a car with the number plate DATA4U for Christ’s sake!
The thing that many organisations are struggling with at the moment is that you have to let go. The age of the control freak is over. Brands are dealing with this change in varying degrees. You’ve read as many things as me I’m sure about ‘linear’ broadcasting, ‘linear’ advertising, ‘linear’ positioning of brands and ‘linear’ brand values and ‘linear’ etcetera and so on. It means one-way communication.
Has ‘linear’ suddenly become de rigueur because we became bored with saying ‘digital’ marketing? Or because the cool kids at Google started telling us to stop talking about digital marketing and to start talking about marketing in a digital world and we’re just quick learners?
The fact is we have leapt off a cliff and there’s no going back. Everybody has a breathtakingly amazing ability to access and share information. Linear is a neat way to describe everything that took place before we jumped, because we’re not sure if that’s really pre-digital or pre-social or pre-mobile.
Massive companies can now be brought to their knees by a social media misstep. My favourite example is this Twitter fail by the New York Police department’s attempt to use social media to show how friendly the cops in the Big Apple really are. The crowd had different take on it.
For a police department, police brutality isn’t great brand image, but it’s sort of appropriate and in the long run probably helps the police keep law and order. Fear is a powerful motivator after all. So it’s sort of a brand they deserve.
But what about other brands? I attended Lithium’s LiNC conference in San Francisco a month or so ago and its CEO Rob Tarkoff described the era we are currently in as the time of extreme customer expectations. I tend to think he’s right. We’ve become so conditioned for things to just work that when they don’t we want to know why. And we can share our disappointment straight away. It has to be quite terrifying for brand managers the world over.
Adobe recently opened its logo up to be pimped. Google changes its logo every day and any number of other companies are pretty loose with their styling, embracing the fact that they can no longer have a ‘linear’ positioning of their brand.
The brand you have, is the brand you earn. Act like a bucket full of arseholes and chances are someone will start a Facebook page about that very fact. Do something nice and you may well end up on one of the most powerful media platforms in the world: Buzzfeed. After all, as Jonah Peretti explained it last month in San Francisco to me, there’s no over estimating the size of the Bored at Work (BAW) and more recently Bored in Line (BIL) audiences.
Ironically, one of the companies most responsible for turning the world on its head is one the most protective of its brand and its positioning. Apple could be described as secretive at best and paranoid at worst when it comes to opening up its brand.
One of the good things about having been around the traps for more than 20 years is that I’ve seen Apple make this mistake before. In 1997, Bill Gates poured $150 million into Apple ostensibly to keep the company afloat. He said at the time he thought it was important for there to be more than just a Windows desktop offering. As a complete aside, the news sent Apple’s share price up $7 to $26.75 a share. Its share price broke $1000 per share, before the shares were split.
There are reams of copy written on why Apple nearly didn’t make it in the 90s and it makes for insightful reading. The basic problem, however, in a grossly over simplified sentence, was that the difference between a Mac and a PC became so negligible that it simply didn’t sell enough boxes. When you think about Android and now Chromecast, Apple is looking a little short on a cutting edge product. Bring on the iWatch says Tim Cook. October anyone?
Of course, Apple is the most valuable company in the world and employs an army of super smart people so chances are they will work it out. But Apple’s closed business model, it would argue model of market leadership, means that its competing on its own against the other giant success story of the past decade, Google, who has lined up with the likes of Samsung and Sony, Apple‘s old sparring partner Microsoft and a host of other players. They make a formidable team.
It’s an interesting contrast: companies that think they know best and those prepared to ask the market what they want and then build it for them. And involve them in every step of the way.
Henry Ford famously said: If I had asked people what they wanted, they would have said faster horses. But we live in a time where the world has far better access to information. Companies are also able to have much more meaningful relationships with individuals who know what they want.
I can’t wait to report on what the next decade has to bring.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.