Working while female, in glimpses

I journal most mornings. Today, the week of International Women’s Day and of Sarah Everard’s murder, I found these words pouring out. This is one hour’s writing, with no effort made to remember, just what rose from my subconscious. It barely touches the sides, as every woman knows. The only edit I did was a little structuring so it starts with my morning commutes and finishes in the evening.

I decided to post this because if we don’t call it out, it won’t be counted, and our allies cannot watch for it and respond.

On my walk to the tube every morning – literally every morning – the horrible rush of adrenaline as yet another car or van beeps so loudly at me, so close to me, ruining my peaceful mental preparation for the day, replacing it with the stress of fight or flight.

Five flashers on my solo walk to the tube one dark winter morning, years ago. Five.

Being upskirted on the tube on the way to work, as I realised the seated man in front of me was leaning strangely forward and holding his phone at an odd angle.

Being told it was a waste of time to highlight safe spaces for women because there was no clear commercial benefit (there was, but it involved consideration for women so).

Watching in horror as two senior male colleagues celebrate the success of a campaign I led by holding champagne bottles at their groins with two hands as if the bottles are their giant cocks, and popping the champagne open.

Raising the question of female to male balance of leadership in several different companies and hearing it’s “Not a focus,” or “This company’s doing better than most” (1:3 was the best F/M ratio), or “Let’s not distract from delivering our goals,” or, worst of all, the silence as they catch each other’s eye.

The uncomprehending faces and words of derision when I attempted to show how we were getting biased results from our UX testing because the inputs were from a product and engineering team that were 100% men aged 22-35, 95% white.

Hearing the founder of the company that I and ~600 others worked at say he was an ally who wanted to work towards equality “for his daughter,” (then 3, I think?) whilst the women in his employ, listening to this, wondered when the gaping pay gap would be addressed.

Making the tea, pouring the coffee, taking the meeting notes.

Taking a male team member to a private equity pitch, and only he being spoken to by the PE team, despite my giving the presentation, being the CEO and having every detail at my fingertips. Male team member said in our debrief afterwards that he’d never have believed it if he hadn’t witnessed it for himself.

Thinking the next time I founded a company I’d be better off with a male co-founder if I wanted doors to open more easily.

Touched up from behind by my weekend job employer when I was 14.

Asking the Chair of the company if he enjoyed or had feedback on my all-hands presentation. Him telling me he wasn’t really listening because he was sitting as low as he could in his chair to see how far up my dress he could see. His actual words. It was a bloody good presentation BTW.

Telling the male COO that I was perimenopausal (this makes me feel vulnerable) and would ideally have my team stay where we were – close to a window, in a relatively peaceful part of the open-plan office – when we rearranged the office. Coming back from the all-hands away weekend (the one where I was sexually harassed by the Chair) to find I was as far from a window as I could be, and my team and I were on a long bench directly next to the cacophonous telephone customer service team.

The company where I decided I would report to the COO each unacceptable gendered incident, saying that I was doing so because we needed to treat women better. My sinking heart when I was pulled into a meeting room by that COO and the Chair who harassed me, and being told that ‘my journey with the company was over,’ while not meeting my eyes. The weak-voiced, eyes downcast, “Yes,” when I observed aloud this seemed gendered. They didn’t look at me once that whole meeting.

Pitching for investment from all-male VCs who would ask their wives what they thought about the business opportunity before coming back to me.

Accepting the same compensation I would gain if I went to a tribunal, knowing I should be public for the sake of other women, and knowing also that I couldn’t financially afford to wait for the outcome of a tribunal. Living with the cognitive dissonance of having to be practical rather than live by my values.

My every strategy, project, recommendation is quizzed, doubted, pushed back for more detail, or “Maybe another time,” while male counterpart with exact same title, shot from the hip, and got funding, backslaps and ‘I love this guy,’ from the CEO.

The energy that I spend in every conversation about leaving a company as I summon up a positive story about the business and describing – as close truthfully as possible – a positive explanation of my departure so I don’t leave a negative impression.

My bottom, my back, my legs, my breasts, touched, pinched, grabbed, stroked by unwanted hands so many many many times.

The CEO’s nephew interning in the team I lead, shaking hands on arrival with the male COO, my male HR colleague, my male team member present, but not me, “I don’t touch women.” Having to maintain my cool despite the sting of humiliation because I must be professional and welcoming. (BTW, if you are orthodox anything, the way around this is a hand on the heart and a respectful nod, and use this greeting for everyone.)

Stalked, harassed, threatened, insulted for months by a man in the same industry that I went on one date with. He brought an expensive present for me to our date so.

The discomfort of being told I’m beautiful in a 1:1 my CEO. Then, after I met his wife, finding it hard to get any more 1:1 time with him.

Last week a man slowing down to drive past me, literally hanging out of his driver’s window and craning round to see my face, then realising I’m not the teen he thought I was from behind. My double-fury at his creepiness and the certainty that had I been an easier-to-harass teen he would have done so without compunction. My utter rage on behalf of younger women.

The stories I hear from my transwomen and transmen friends. You should just listen to them. They have first-hand, lived experience of being both sexes. They have spotless empirical evidence.

Being looked at in wonder when I suggest that one of the company’s two senior women go with the proposed team of three men to see the female bank manager, to show we’re progressive, and to show empathy and respect for the woman they’re meeting. No.

The absolute disbelief, the disempowering sense of injustice, the very first time you are in a room of men, discussing a commercial challenge and you suggest an elegant solution, and are met with blank faces. The meeting moderator continues to seek answers after a vague, “I’m not sure,” and a couple of minutes later a man repeats your idea as his own, literally using your words, and the room celebrates his genius.

Saying I’m engaged, married, already taken to men who persistently won’t take any other NO except the no that says I belong to another man. So many many times.

The work dinners with clients where there was an expectation of going on somewhere together. The disappointment in their faces when they realise you were there for professional reasons. The humiliation of realising what was for you work bonding was for them some kind of foreforeplay.

Walking home from work and stopping to share comfort, solidarity and calmness to a shocked woman who I’ve just seen being slapped on the butt from behind by two teenage boys on bikes who are whooping with delight as they pedal away.

The unwelcome rush of adrenaline as a runner brushes narrowly past me from behind as I walk home after work, when he could have gone round the other side. Scary. Fight or flight on my way home too.

THE POWER OF FOUR-LETTER WORDS

#ToryScum was last week’s political hashtag of the week.

It originated with Labour MP Angela Rayner expressing her absolute fury at the Government and Conservative politicians. They argued against her colleague Kate Green’s motion to ‘continue directly funding provision of free school meals over the school holidays until Easter 2021 to prevent over a million children going hungry during this crisis.’ [Hansard, 21 October 2020.]

A simple HELL YES to this motion would be a no-brainer demonstration of human decency and governmental responsibility, you might think.

Well think on, as my beloved Yorkshire Grandma would have said.

Chris Clarkson, Conservative MP, set about reducing the debate into party political point-scoring. First by brushing off the Opposition’s approach as ‘support, U-turn, oppose’ and ‘hindsight heavy.’ And secondly, oddly, citing this as a reason to vote against the motion.

As the great Marina Hyde says, “Only this government could miss the open goal of free school meals.

Angela Rayner’s unparliamentary but, it has to be said, barely audible “Scum” rather galvanised social media.

The moment Angela Rayner says, “Scum,” in Parliament

And lo, the #ToryScum hashtag was born.

You know what? The word ‘scum’ and the #ToryScum hashtag casually does what communicators and marketers strive for every working day.

It’s a rallying cry. A emotional call to action. A clear, simple, effective, immediate, emotive, empowering, passionate. And it’s a four-letter word. Boom!

In praise of the four-letter word

This gloriously NSFW af Wired article, Emma Byrne analyses English profanity. (Trigger warning: these profanities include sexist, racist and homophobic words.)

‘Scum’ fits the profile of a swearword! It’s short. It’s a single syllable. It opens and closes with hard consonants. Whether or not it actually *is* a swearword, it sounds like one. Therefore our propensity is to interpret it as offensive as swearword.

Just look at how four-letter swearwords over-index compared with non-sweary and shorter or longer words. Science and psychology right here!

Bar chart showing there are far more four-letter profanities and swear words than the natural word length distribution of the language would suggest.
(c) Benjamin K Bergen/Wired

Non-sweary four-letter words

Back in the nineties and early noughties, company naming, re-naming and branding were at their peak. Advertising, branding and communications agencies were rolling in them. The average pricing, even for straightforward jobs, multiplied by the sheer volume of commissions made it a billings bonanza.

The number one naming strategy was to find a (non-sweary) three- or four-letter name.

The number two naming strategy was to find a two or three syllable name.

The benefits of a short and simple name were: memorability, simplicity and, frankly, the easier creation of an elegant logo that wasn’t weighed down by excessive lettering.

(Yes I’m simplifying, but not by much. Don’t @ me; I was there. Towards the end it was like panning for gold in a coal mine. How do you think faux classical contortions like Consignia, came about? That one lasted under two years before it was consigned (ha!) to the bin.)

Short names were perceived by clients’ boards, their CMOs and customers as serious, prestigious and punchy. Short apposite names also anointed their companies with the pride of accomplishment that came with *trumpet fanfare* the web domain land grab.

Domain names were a gold rush from the mid-nineties to the early noughties. Cybersquatting was hilariously rife. Huge sums of money changed hands.

I remember listening to an exquisitely raised-eyebrow segment on BBC Radio 4’s Today Programme in late 1995. The segment was on highly priced domain names. Naturally sex.com was most mentioned.

Interesting bit of internet history: 1995 was the year that domain names started costing money to register. Up until then it had been free to register any domain name. Truly the spirit of the Wild West.

And domain names as ‘prime real estate’ on the internet frontier was addressed in one of the very earliest larger-scale First Tuesday events in London in 2000.

So the successful double land-grab of a punchy descriptive brand name *and* its highly desirable .com (or slightly less desirable .co.uk) denoted a client and its agency at the top of their respective games.

Now there’s no need to land grab a domain name as a location for information. Once you’ve nailed your top level domain (such as ‘.com’ and ‘.uk’), there are a gazillion second level domains (the ‘co’ of .co.uk, the ‘org’ of .org.uk and the ‘gov’ of gov.uk.)

And, most freeing of all, social media hashtags mean we can create an infinite number of locations as temporary or permanent homes for content.

And so to THE #TORYScum HASHTAG

‘Scum’ is a great word. It hits so many sweet spots – its unambivalent unpleasantness, the thing you scrap off and get rid of, its staccato sound, its punch of distaste, its four-letter-wordness. Angela Rayner used it to emphatically reject the politicisation of that most unpolitical of ambitions – to feed our hungriest children. It’s onomatopoeic. It is disgust.

But it is more than that. It is catharsis.

Knowingly or not, Rayner invoked the healing properties of a good old-fashioned four-letter word. In 2010, in an outstanding piece of research, Keele University demonstrated that profanities reduce pain and shock. Swearing as pain relief. Yup! Keele’s experiments showed that swearing raises our heart rates and our tolerance of pain. So awesome was their work that it won them the Ig Nobel Peace Prize.

Of course any of us who have stood on a piece of Lego knows instinctively that swearing helps alleviate pain. It’s remarkable the levels of physical and emotional pain that children and childhood can cause. It can feel as though firing four-letter words at this Government is all the pain relief we have at the moment. But it’s not. We have kind, visionary, benevolent and organised Good King Marcus Rashford. He is the best of us.

And he’s right. We can be kind (4), calm (4), focused (7). We can channel our outrage into hashtags (8) and expletives (10). We can organise (8) and eventually we will win (3).

To organise and win

Support the utter heroes on Marcus Rashford’s Twitter and Instagram.

See what you can achieve at The Trussell Trust’s ‘Get Involved’ page.

And, FUCK, don’t vote Conservative.

REACH – DANCE A GREAT DANCE

In August 2014 I was invited to give an inaugural CrowdShed talk on the subject of ‘Reach’. The talk popped into my head again recently as I was thinking about the productive confluence of vision x opportunity x focus.

It’s a glorious set of messages to reshare now.

For cultural context, it was the week of a wonderful supermoon, and the suicide of Robin Williams.

Video for watchers below, and the transcript for readers is just underneath. Happy viewing/reading.

 

Sylvie 1 opening curtain

I had the privilege of being asked several weeks ago by Steve Moore to speak on the topic of Longing, which funnily enough I had planned out within about 10 minutes of agreeing to do it. A couple of weeks ago, the brief changed to ‘Reach’ and that made me think about the intersection and difference in those two thoughts.

Longing seems emotional and unsatisfying and passive, doesn’t it?

Whereas ‘reach’ seems alive and active. What I love about the thought of reach is that it’s both the act of striving for a desired outcome or destination, as well as the actual arrival at it. “We reach for our dream. We reach our dream.”

My background is a blend of entrepreneur and commercial brand marketer. I have worked on six start-ups and several global brands like PayPalGumtreeMills & Boon. I’m currently CEO of my seventh and (I’m an idiot) eighth start-ups right now.

As a marketer you might expect me to talk about Reach in the context of consumer campaigns or market penetration.

But mixing brand marketing into my leadership and strategy role is challenging enough in my day job. Never mind the fact that this week almost my entire team are on holiday. Which means my workload is challenging.

So, forgive me if I don’t take the obvious route with the brief of Reach today – frankly, I’m relishing the time here, far away from reaching customers and suppliers.

Given how stretched I am at the moment, I decided to communicate my experience of Reach in the form of 12 minutes of Interpretive Dance [fling arms around for a bit].

Not really 🙂

Sylvie 2

The pictures here are of Sylvie Guillem. Without a doubt in my mind the greatest living dancer.

Despite my own dancing skills I am a huge fan of ballet and contemporary dance, the exceptional physical and emotional reach of dancers and dance makes my heart soar and relaxes my mind. The exceptional endeavour of artists reaches into us and inspires us.

Sylvie has been much on my mind lately because she and Russell Maliphant performed Push for the last time in London a couple of weeks ago. They’re stopping Push because she is 49 and Russell is 53. He lifts and carries, lifts and carries, lifts and carries her for 8 minutes at the start of the pas de deux. It’s amazing what heights of achievement and longevity the truly determined can Reach.

I’m reminded of Martin Sorrell. Has everyone here heard of WPP? Did you know Sorrell was 41 when he took the reins of a company called Wire & Plastic Products? And 42 when he started buying up the big ad agencies. He reached an age when most would consider their career direction to be set. Not Martin Sorrell. He was just getting started.

We can do anything we want. At any stage in life. Today you’re the youngest you’ll ever be. Why not Reach for the stars? You might get a supermoon.

In my case, at this moment in my career, reaching for the stars means founding and growing businesses.

I want to make consumers fall in love with us and I want our team to be driven to reach their highest potential. My end goal is happy customers and a happy team. I’ll come back to reaching a state of happiness at the end.

I applied the concept of Reach to entrepreneurial life. I’m going to talk about reaching inside yourself. Reaching out. And reaching goals and what all that means.

Reach inside yourself for your own resources.

Find out how strong you can be.

Find out how much work you can eat up.

How much revenue you can make for the company.

How many deals you can do.

How happy you can get your team.

Unless you push yourself to reach the farthest farthest point – you’ll never know what you’re capable of. Only in extremis and adversity do we really reach inside ourselves to plumb our own resources.

I encourage everyone here to remind themselves to reach inside and find out more about themselves and their own resources. Whether by running a marathon, a soup kitchen, a company or something else.

Sylvie 3

Reaching out and accepting support and help.

In the past I’ve been terrible at asking for help. I’ve always felt it was a sign of weakness.

I’m getting better at it. The more I reach out and ask for help, the more it comes to fortify me and my objectives.

This afternoon I bumped into my business partner’s father-in-law. He lives around the corner from me. He has managed a huge food service procurement business for 25 years. A good person to talk to. You’d think I’d be round there most weeks, wouldn’t you? I should be reaching out more to someone who’s so clearly on my side and lives under a minute away.

Sylvie 4

Today we talked about the business and I explained that whilst we raise seed funding I’m making decisions that are based not on what’s right for the company but on what’s cheapest. Bless him, he’s given me a zero interest never-ending loan. By reaching out and – yes revealing what I feel to be vulnerability – I don’t want to be judged for this exact moment in time! – one of my problems has gone.

We can be too independent. If we reach out, we’ll find we have plenty of cheerleaders around us who want to reach in.

Sylvie 5

Reaching beyond your comfort zone. I gave a talk at London Tech Week a couple of months ago. My main topic, funnily enough, was reaching out to consumers. It’s truly surprising to me that many many colleagues would rather hide behind a screen – be it an online survey or a spreadsheet of projections or analytics – instead of talking to real customers.

Go out to market before you’re ready. You’ll feel naked, in fact, you will be naked. There’s nowhere to hide.

Sylvie 6But get out there and speak to everyone. Everyone. Know your bullseye target consumers, know your definitely-nots, know why, when, how they might use your business. Reach out to them. They’re human. They will respond to you. By talking to your customers, even casual customers, you will endear them to you and your business. They ‘know’ you. They will be your advocates.

On July 12th, over a month before I had a product I could show anyone, I launched my company to consumers. We launched Here & Now at the Barnes Fair, which is perfect target market.

There, as well as reaching out and engaging with a perfect audience I learned something.

We worked out who our bullseye target audience is – working mothers and divorced dads – in every case their eyes lit up like Christmas trees when I asked them if they needed help finding and booking awesome things to do locally with children.

Going to our market uncomfortably early will, I think, result in a customer acquisition cost at around £2 to £2.50 instead of the £8 to £12 our competition work to. [Edit: we got it below £1 soon after this – yay!]

Reaching out beyond a comfort zone almost always reaps reward.

Sylvie 7

There’s great joy in reaching out.

So, what happens when we get to the end?

There are so many unhappy rich people. People say it’s better to be rich and miserable than poor and miserable. Well I’d rather be happy. Wealth and success doesn’t always result in happiness. Robin Williams’s suicide is an awful exemplar.

So I’d say this. I’d say, forget the applause, the wealth and robes of success.

Be happy that you have endorphins racing through your body.

Be happy that you’ve reached your audience’s soul.

And happy that you’re reaching for your own high potential.

Be happy you’ve danced a great dance.

Sylvie 8 closing

 

*if anyone can help me with photo credits I’d be hugely grateful. Please leave a comment or tweet me @tarabluesky. I’ve lost the original links.

SEEING AROUND CORNERS

Driving back to London from a break in the wilds of North Yorkshire, I pondered that message you sometimes see on wing mirrors, “Objects in mirror are closer than they appear.” When you’re looking around a corner what you see is always distorted, one way or another.

view-yorkshire
Frosty landscape from my aunt and uncle’s farm door. Yorkshire. God’s own country, innit.

My previous break was a year ago this month. I went to Sri Lanka. It was my first holiday in two-and-a-half years and I needed it. The last one was hiking and biking the stunning mountains of Andorra in 2013, where I came up with an idea which grew, evolved and eventually became Here & Now, a business I launched and ran with an amazing team until we sold it in May 2016.

Briefly, Here & Now was a tech start-up in the entertainment, leisure and tourism sector. It helped families find awesome things to do all over the UK, and helped those venues market to and attract new paying customers.

Here&Now_final+strapline_RGB

We bootstrapped, then raised significant SEIS and EIS funding from incredibly supportive angel investors. With this cash we grew our consumer numbers quickly through marketing and commercial partnerships, launched repeat-revenue subscription-payments for venues across the UK, and developed the user experience to continually improve our percentages.

It looked rosy for raising our next, larger round of funding. But by December 2015 it seemed clear that we couldn’t raise enough to take the business up a level. Tantalisingly, we were offered smaller pots of money at different stages, from existing and new investors and from our technology partner’s parent company. But they added up to month-to-month survival, burning cash whilst holding steady. That felt a lot of failing slowly. The Worst.

Without certainty of much chunkier investment we couldn’t scale up the business. Taking those ad hoc smaller pots of money felt unethical because the numbers told me we wouldn’t generate enough growth and therefore a return for the investors.

I needed the mental space to work out what to do. So I set off for Sri Lanka, for fifteen days of twice-daily yoga, plentiful reading, good food and sound-of-the-sea-soothed sleeps. Naturally I worked every day for the first ten days.

cows-beach-sri-lanka
Cows grazing by my paradise beach, Talalla, Sri Lanka

There’s rarely a big flashing STOP sign in business. It’s subtler and more chimerical than that, annoyingly. Towards the end of the holiday, I had the time and space to think through my company’s position from first principles. Do I believe this business model can be a success? Yes. Do I believe we are the team to do that? Yes. Can we secure the financial resources to do it? Empirical evidence said no.

One of the best pieces of life-enhancing advice I have ever been given is this – it’s never too late to turn back from the wrong road.

With the help of the incredibly clever and inspired finance nous of my long-standing colleague, Joanna Dennis, we sold the business to the parent company of our tech partner, completing the deal in May 2016. Someone, some day will make this business model a huge success. We had seen around a corner, but the timing was wrong. The object in the mirror was closer than it appeared.

It’s a common feature of start-ups. I’m proud to have co-founded Blackwood Distillers, parent of the lovely Blackwoods Gin. It was the world’s first vintage gin, made with hand-picked botanicals gathered each summer in Shetland. This sounds a familiar story for gin-lovers now but at the time it was brand new. No one else had come up with a localised, hand-crafted story for their drink and brand. We were the pioneers. We grew from a standing start in October 2003 into an international business, with energy, belief, commitment – and passionate trade customers and consumers in key markets all over the world. I treasure my old passport from those days. It tells the story of our growth. Every page is splatted with a crowd inky stamps from immigration controls all over the world. But the idea was just a little too early. We saw around the corner and again the object in the mirror was a little closer than it appeared.

Shortly after Blackwoods was sold, five years after we founded the company, to Blavod and then to Distil where it currently resides, I and another colleague were approached by Sam Galsworthy and Fairfax Hall, who wanted to build the first copper pot distillery in London for almost 200 years. There’s nothing like working with people who have already been through what you’re about to embark on, and so we started working on their idea with them.

Blackwood Distillers operated from a kitchen in south London and a ‘but and ben’ in Skellister, Shetland, which we named ‘Peerie Hoose’ (little house in Shetland dialect – it really was tiny).

peerie-hoose
Peerie Hoose, the day I arrived in Shetland. Naturally in the worst winter they’d had for 9 years.

Sam and Fairfax’s company started in 2009 in the sitting room of a flat in Shepherds Bush. The name of their company, Sipsmith, came about when I thought about the nature of hand-crafting, the history of distilling in London and Fairfax’s family heritage as silversmiths. I loved that ‘smith’ idea and I finally articulated the creative concept as ‘Drinksmith & Still’ in an early investor’s flat in central London. The concept was right, but the ‘drink’ bit seemed too ‘guzzly’ so it was refined and compressed to Sipsmith, and I topped it off with a tonic of a strapline, ‘Independent Spirits’. It’s a really wonderfully defined brand.

sipsmith-logoSipsmith’s first distillery was in a small site on Nasmyth Street in Hammersmith, then a larger space in Chiswick with room for a second and then third copper pot still, and a growing team.

And last month a controlling stake in Sipsmith was sold to Beam Suntory, reports valuing the deal at £50 million. A *massive* round of applause for these two phenomenal individuals and their team. Sam and Fairfax, I salute you.

In commerce, seeing around corners is not a perfect science. Like wing mirrors and those round convex mirrors for drivers to see their way clear out of hidden turnings, it isn’t precise and there’s an illusion of time and space. You can see the gap but you have to judge it correctly and adjust your moves. The Sipsmith team saw around the corner, perfectly gauged the proximity of their opportunity and went for it.

If you have the experience, or maybe it’s the trick, of seeing around corners you can see what’s coming up. And if you adjust your position and judgement, you’ll reach your destination.

POLARIZING BRANDS – LOVE THEM OR HATE THEM

As a child in the 1970s, with all the grazes you pick up at friends’ and extended family’s houses, my world divided into Savlon families and Germolene families.

We were a family of the gentler-smelling Savlon. To me, that alien medical-smelling pink Germolene was never quite the homely soothing I wanted, however kindly applied by friends’ parents.

(BTW, the Germolene smell is mainly oil of wintergreen, and phenol which you’ll recognise in TCP and very peaty whiskies like Ardbeg or Bruichladdich.)

I had this clear idea that you were either a Savlon family or a Germolene family but never both. But both antiseptic creams did much the same job, so what was that about?

The other day, as I put some Savlon, AKA Magic Cream, on a mysteriously throbbing toe (it helped) I decided to put my childhood theory to the test as an adult. I put a poll up on Twitter.

Turns out I wasn’t far wrong with my childhood theory – only 18 of the 361 respondents (5%) used both brands.

That got me thinking about brands that polarize consumers. The polarizing attributes of a brand and the people you associate with them, the way they speak to us and the words they use, the advertising and PR they produce. The products and their polarizing smell, colour and packaging and the psychological associations they evoke.

I think (but not 100% certain) it was Gary Hamel who talked to me, early in my career, about companies that deliberately set themselves up in opposition to another – usually a larger and more established incumbent. This is in part to set out their stall as definitively ‘not like the other’. I remember also discussing its strategic cousin – deliberately polarizing consumers so they self-select and more strongly identify with the company’s brand and advocate its products.

Both techniques use polarization to define and build their brand, and attract attention.

(Gary Hamel founded Strategos, in the late 1990s. I met him on a flying visit and heard him speak when his team were working with my team at the merging insurance giants of Commercial Union, General Accident and Norwich Union, now unified as Aviva. Strategos helped us develop our ideas into what became an early business incubator, SiliconWharf, which resourced and encouraged the company’s hottest talent to launch and scale finance- and insurance-related start-ups from within the company. What we now call FinTech. Looking back I see how much thanks I owe to Gary Hamel and Strategos for that intense skunkworks project experience.)

Back to brands that polarize.

One of the most famous examples of one company pitching itself against an incumbent giant was Virgin Atlantic and its PR and legal battle against British Airways’ dirty tricks in the 1990s. You can read about the dirty tricks campaign here, here and here. It’s an extraordinary story.

No doubt Richard Branson would have struggled to resource his win without the commercial strength of his other Virgin businesses; his airline was tiny compared to BA. But in winning his public and righteous fight against such a huge and devious opposition, the Virgin Atlantic brand was cemented into our consciousness as the brave and meritorious upstart alternative.

That win, and the continuing strikingly confident ‘join us, we’re glorious winners’ theme of its advertising (featuring the gorgeous staff and their gorgeous designer uniforms) made the Virgin Atlantic brand. And just like Savlon v Germolene, with Virgin or BA you generally favour one or the other.

More recently, there’s Apple versus Android. Again often defined by legal battles, although these days they’re rather more esoteric patent disputes. Whilst many of us have an iPad but use an Android phone, vanishingly few of us switch from iPhone to Android, and increasingly fewer switch from Android to iPhone. You’re either one or the other. Some might say it’s a style (iPhone) over substance (Android) thing. The truth is, iPhones aren’t that awesome as phones. But the gorgeousness of the brand and the beauty of Apple’s physical product design blows away the many many phone brands using Google’s arguably superior Android operating system. Whatever, you’re generally one or the other.

Marmite took brand polarization to new heights with its enduring Love It Or Hate It advertising.

Here, as with all the greatest brands, the creative message started with the product which I and millions of others love, but maybe you and millions of others detest. So clever to boldly say, “You’re either with us or against us but not both.”

Newer brands have adopted this polarizing strategy too, to huge effect.

Brewdog LI logoBrewdog, the Scottish craft beer company, brilliantly and notoriously positioned themselves, with awesome product and punk Visit postattitude, against the boring, patronising drinks industry. I’ve had first-hand dealings with that inert, self-interested patriarchy as co-founder of Blackwood’s Gin in the early noughties. The struggle is real. I judged the Bartender Awards in Australia several years ago and was gobsmacked to witness corporate bullying like this. And I wish I’d had the chutzpah to write this riposte to the Portman Group.

Fahrenheit Press logoSimilarly, crime fiction publisher Fahrenheit Press are exponents of the ‘this is who we are: you’ll either love us or you’ll hate us’ strategy, inspired by the founder’s punk roots and attitude. Communicating primarily through Twitter and email, the tone is of a gang mentality – you’re either with us or against us. It pays off. Fahrenheit only published their first book (of over 50 to date) in October 2015, but their style and substance have already made a disproportionately huge impact on the publishing industry, attracting and publishing big-name authors and launching newly discovered authors into readers’ hands with equal attention and confidence.

What all these brands achieve, with their polarizing brand strategies, is to create commercial value where there is none, and/or build value faster than most. Clever. They sustain it by sticking to their authentic values and principles. Even as success alters their P&L their attitude, marketing and positioning stay true. The brand associations in consumers’ minds become sub-conscious over time and we either love them or hate them – but we definitely know which one. There’s no ‘meh’ about these brands.

I’ve only named brands that I love in this post, but then I’m a lover not a hater. And in a weird sort of way it winds us back to the very beginning – two brands, Savlon and Germolene, owned respectively by ICI and Beechams in the 1970s. Despite being owned by these behemoths, the amusing and nostalgic replies to the Twitter poll clearly show the place these two brands have in our hearts and our memories.

https://twitter.com/demerarabird/status/803342406368247808

I’m quite impressed that my naïve childhood observation-based theory was spot on. The impact of a brand that embeds deep and lasting memories and feelings of love (or hate) is a powerful force. For consumers it becomes part of our identity; for the companies a sustainable source of growth.

PS I read this wonderful article recently, about childhood memories and how they shape us, even after we’ve forgotten them, by Erika Hayasaki. It’s absolutely fascinating.

PPS Big thanks to the 361 people who voted, the 27 people who retweeted it, and the 29 people who replied with their stories. I’m mightily tempted to write about that ‘pain is good’ thing that was so common in the 70s – remember neat TCP dabbed on with a cotton wool ball? Check out the replies (by clicking on the poll tweet near the top of this article) if you want to wallow in such memories as Dettol baths.

THIS STUFF MATTERS

 

I accidentally caught the TalkTalk ‘This Stuff Matters’ ad on TV yesterday evening. I’m a committed pause/FF TV watcher but this one leapt out at me, made me stop, rewind and replay. It’s a fly-on-the-wall/day-in-the-life story of a family who live at 9 Merwick Street, Somewhereorother. It was filmed over two weeks by unmanned cameras. It features both spilt milk and crying, though not at the same time. Take a look if you haven’t seen it yet.

I love it.

Why?

It’s authentic. It’s actual TalkTalk customers doing everyday at-home stuff like watching TV, mucking around on social media, texting, phoning. Mum probably had make-up on when she might not normally, but no one can stay constantly conscious of hidden cameras for two weeks. The edit of unscripted cameos feel real – because they are real. What comes through is genuine love, mischief, mishaps, laughter.

TalkTalk is an ISP so normally, you know, Y::A::W::N. Media, phone and social media technology is so integrated into normal life that we never marvel or appreciate it. The tone of the ad is TalkTalk’s surprise and spontaneous recognition at how much all their tech-supporting infrastructure matters to everyday life. This ‘surprise’ is a bit of advertising sophistication, of course. But the fact remains – it’s still true that tech makes our social world go around, and therefore the message is heart-warming. This brand recognises its value in customers’ lives, and reminds the rest of us too. I wonder what they’ll do with this insight, beyond the ad campaign?

Companies that recognise what makes their brands, products and services matter most to their customers are surprisingly rare. Often the job of identifying exactly why customers value them and what they could be proud of, is outsourced to agencies. In this case the excellent Chi & Partners, long-term agency for TalkTalk. But shouldn’t this job be innate to companies themselves? Actually part of their core business? Shouldn’t it form part of the function, part of the brief, to every department in the company?

If it’s not, and it rarely is, it helps to have someone or a team either already native or willing to go native, to uncover and enliven the authentic bits of the business’s brand.

It’s brand rebirth midwifery. It requires determination, compassion, energy, intellect, learning and the rolling-up of sleeves.

I’ve done both – been native and gone native. I co-founded one of the first wave of new gins, in 2003. Blackwood’s Gin, ultimately sold to Distil Plc, was born authentic – admittedly because there wasn’t any money in our start-up for anything fancy. We couldn’t even afford the cost of running the labelling machine at the bottlers (where they put the gin into our bottles, seal them, and usually add the blinking labels). For the first batch, we hand-labelled every single bottle, overnight, before selling direct to consumers at shows all over the UK. That unwelcome sleep-deprivation reaped huge commercial reward – we sold loads which meant we could afford to treat ourselves to the labelling machine for the next batch. But the unintended authenticity of that hand-labelling wasn’t the heart of our gin’s brand, that was just a bit of start-up back-story.

It was this – the botanicals that we distilled into Blackwood’s Gin were hand-picked in Shetland. An annual hand-harvest of natural botanicals from this stunning, fresh, remote and wholly unique county of Scotland. The ratio of the different botanicals varied depending on what flourished best in each unpredictable Shetland summer. It was the world’s first ‘vintage’ gin.

This was our product and brand story. With it we sold our gin to consumers at shows; and to retailers including Sainsburys, Tesco and Co-Op; and to trade and wholesale partners around the world. For example our simple authentic story accelerated us from zero to a joint venture with Fosters Group (now CUB) in Australia and New Zealand within six months, and to UK Trade & Industry New British Exporter of the Year just 15 months after launching.

Authenticity that started with the brand, and resulted in exceptional sales.

Later I fell in love with Gumtree. I went native to create their first ever UK-wide ad campaign to celebrate their tenth birthday in 2010. I discovered a much-loved business that had grown so quickly and so far that it definitely knew what it did, but not why it did it. ‘Online classifieds’ doesn’t set the pulse racing, does it?

I talked to the team, the amazing and brilliant team. The geeks, the producers, customer services, marketers, sales. It wasn’t a huge team at that point, still fitting on one floor of one building on the much-loved eBay campus. It was one of the sales team (I think Murray Phillipson, now at Sovrn) who when I asked him his pitch to his clients said, “Gumtree is everyone’s local noticeboard.” Ahhhhhhh – got it! Suddenly, and from right there inside the company – where it had always been, waiting to be uncovered – was the meaning, usefulness and common language for the brand. Easy to comprehend. We all know why we’d use a local noticeboard.

As the idea developed, we decided to cast the campaign from the team at Gumtree which visually bolstered the authenticity in our message. Here’s a PDF of the full set of London tube ads, featuring teammates gumtree-tube-cards-2010.

The aim of the campaign was to persuade lapsed users to consider Gumtree again, and to bring new buyers and sellers to the brand. The commercial result was that we reached over two million live listings for the first time ever, providing a massive revenue boost. (Gumtree has rebranded since, in 2016.)

All three brands – TalkTalk, Blackwood’s Gin and Gumtree – identified their authentic soul. From the outside it’s seemingly effortless because it all rings true, it all comes from an authentic place within the businesses. This gives the companies permission to speak to consumers in a way that glossy productions often can’t. Maybe the shine of high-gloss blinds us a bit?

All three companies were brave and visionary enough to highlight authentic elements of their brands to deliver a commercial objective. TalkTalk to recover trust following a data breach. Blackwood’s Gin to become a fast-growing challenger brand. Gumtree to deliver a step-change in sales revenue.

As ‘authenticity’ continues to develop from being a brand buzzword into a recognised and valuable business asset, the cleverer companies look within themselves and to their customers to uncover ways to unleash latent value and create new and true commercial opportunities.

This stuff matters.

BRAND STORYTELLING AT ITS FINEST

Do you want a masterclass in cause marketing, fan engagement, and brand storytelling? It’s free and it’s happening right now, and we marketers and consumer brands could do a lot worse than adapt and emulate its brilliant example.

It’s The Archers, on BBC Radio 4. The cause is domestic abuse, specifically coercive control which became a crime in the UK on December 29th 2015. This week the BBC’s publicity machine has kicked in and broadsheet, tabloids, online news sites and social media all feature The Archers story and its real-life parallels. If none of these have reached you (how?) then here’s a great summary of the Rob and Helen story so far. Warning: it involves Helen’s young son, Henry, too. Very dark all round.

This week, fuelling the publicity, we are at the explosive inflexion point in the story.

Behind us are two years of Rob’s increasingly frightening bullying, manipulation, cold control, gaslighting, and physical violence including marital rape. All masked with exceptional sociopathic smoothness by his intense charm and outwardly loving care.

Ahead of us is Helen’s journey into acknowledging and accepting her disastrous marriage, her near breakdown, and that her baby due in a few weeks is the result of marital rape. She has been the victim and survivor of domestic abuse. And now she has to survive the legal system. In Sunday evening’s episode Rob handed Helen a knife, told her he owned her and told her to kill herself. Helen instead used the knife on her tormentor, provoked finally to defend her son. She stabbed the bastard (sorry, I’m pretty invested in The Archers, I’ve been listening since birth) to the collective gasps of all listeners. Now Helen faces the police investigation. How do you even explain the subtle hell of coercive control and gaslighting? I don’t know. We’ll find out over the next few months.

The noise you heard at 7.15pm last Sunday was the sound of five million jaws hitting the floor, then the tapping out of tens of thousands of tweets.

Fan/listener engagement is not new, it has long been a strength of The Archers. The original message board – one of the very first on the BBC website – was closed in 2013 and Twitter and Facebook are now the platforms for The Archers’ community. Twitter is my natural habitat and it works brilliantly for The Archers too. The Sunday morning omnibus tweetalongs are fabulous and I strongly recommend following #TheArchers on Twitter between 10am and 11.15am UK time on Sundays. Funny, life affirming and insightful.

The Archers Rob and Helen story, and the brand’s powerful fan engagement, led to one exceptional man, Paul Trueman, setting up “The Helen Titchener (nee Archer) Rescue Fund” on JustGiving.com to raise money for Refuge to support real-life Helens. Cleverly switching comms from Sunday evening to become ‘the Helen Titchener legal fund’. Listeners have already raised well over £100,000. Please donate if you can, and click the Gift Aid button if you’re a UK resident because it adds 25% to your donation.

Survivors of domestic abuse have been reliving their hells through The Archers too. God knows this story must be traumatic and cathartic and frightening and so much else. I can’t do better than to link to two articles by Helen Walmsley-Johnson in New Statesman and The Pool both of which have been shared widely on social media by The Archers fans.

In a world where ‘news’ too often derives from whatever’s trending on Twitter, and is usually the poorer for it, we have a news story that began on social and is productively driving the agenda of raising awareness of domestic abuse. This horror has long been hidden and swept under the carpet is now being amplified beyond The Archers’ listeners, beyond their Twitter followers and Facebook fans and into mass media. I can only stand and applaud the editors, scriptwriters, actors and the rest of The Archers team.

Listeners are already redeploying #FreeTheAmbridgeOne, formerly a listener-driven campaign for another character, Susan Carter, in 1994. In 2016 we have Twitter to hashtag it and democratise the message.

And that’s the point here really. This isn’t new, the fan and listener engagement that The Archers does so well. It is a brand that has told its story since 1951 with purpose, vision and brilliance (with occasional lapses of course, we all have our nadirs). That purpose was originally a collaboration with the old Ministry of Agriculture, Fisheries and Food (now the Department for Environment, Food and Rural Affairs, DEFRA) to entertain whilst communicating and educating famers and small-holders on best practice in farming, following the Second World War and the resultant food shortages.

That ‘communication and education through entertainment’ brief has developed over the last 65 years, as has the United Kingdom. Farming has changed, in many ways beyond the recognition of The Archers’ early farming characters. The UK, and The Archers’ stories in parallel, has been informed and transformed by social and economic change including mass use of chemicals in farming, sustainability and anti-GMO, the skewing effect of EU and state subsidies and grants, immigration, racism, flooding, homelessness, and and and – actually I’ve got so many micro and macro socio-economic happenings scribbled here in my notebook that it’s ridiculously disproportionate to pick out just these. Now domestic abuse.

And whilst rural communities and landscapes still have farming at their heart, these socio-economic changes in the countryside have dramatically changed rural jobs, rural journeys, rural businesses and rural people.

As the countryside and British society has changed, so much has changed for The Archers and its storylines. But what has never changed for this great British brand is its storytelling: it remains authentic, provocative, relevant, thoughtful, entertaining and educational.

So here we are, in 2016, with the story of an ex-manager of a mega dairy turned family farm shop manager (Rob Titchener) who is abusing his wife, a cheese-making farmers’ daughter (Helen Titchener) and her five year old son, Henry.

The Archers is attracting new listeners (bit early for this week’s figures but I’ll stick my neck out and say it has to be up 10% minimum, surely?). Deepening the addiction for us regular listeners. Inspiring listeners to donate over £100,000 (and rising) for Refuge for real-life Helens. Raising awareness of the terrible insidious crime of domestic abuse. A 20% increase in calls to the National Domestic Abuse Helpline, ‘in part down to the ‘Archers’ effect’,” according to Polly Neate, CEO of Women’s Aid.

The Rob and Helen story exemplifies The Archers brand at its absolute best. It is authentic, provocative, relevant, thoughtful, entertaining and educational.

 

Please donate to The Helen Titchener (nee Archer) Rescue Fund and support of Refuge.

Domestic abuse information, help and support http://www.bbc.co.uk/programmes/articles/3FQFSnx6SZWsQn3TJYYlFNy/information-and-support-domestic-abuse

The Archers synopses and catch up on all available episodes.

The Archers Twitter and Facebook pages.

*huge round of applause for Louiza Patikas (Helen), Timothy Watson (Rob), the whole production, editorial and scriptwriting teams*