Materials are as important as technology and innovation. Without access to hydrocarbons you wouldn’t just lose access to the car as transport, but the foundational products of modern life.
Added to the materials list of importance would be the likes of:
Lithium – current battery technology and in some alloys
Helium – inert atmosphere for chemical reactions and lighter than air craft including blimps, airships and weather balloons
Silicon – semiconductors
Cobalt – a key material in batteries
Titanium – similar applications to steel but with a higher weight to strength ratio. Also hypoallergenic in nature
Carbon fibre – high strength light weight materials
Rare earth metals and key materials including:
Dysprosium- magnets, lasers, nuclear control rods
Erbium – lasers, particularly in telecoms fibre optics cables and optronics
Europium – interest in using it to develop memory for quantum computers
Holmium – magnets, lasers and quantum computer memory
Neodymium – high strength magnets
Praseodymium – magnets
Yttrium – catalyst in some chemical processes
Thorium – future safer nuclear fuel source
Thulium – portable x-ray devices, ceramics used in microwave equipment
Scandium – high strength lightweight alloys
Ytterbium – manufacture of stainless steel, atomic clocks
Uranium – nuclear fuel
In addition to innovation in material science and chemistry with these raw materials. There is also the benefit of recycling and reusing existing stuff once it has finished its useful life. The Tokyo olympics of 2020 saw an unprecedented peace time effort to find precious metals in e-waste and junk that could then be processed into the winners medals.
A desire to lower the carbon footprint will require ingenuity in systems, design and materials use for it to be successful
The August 2023 newsletter was inspired by LinkedIn’s in-built newsletter function. It’s almost the bank holiday so I thought I would spend some time to try out the newsletter function in LinkedIn.
If you’re reading this, you’re a pioneer! If this goes well I will put one out each month. You can find my regular writings here and more about me here.
LK99 & room temperature superconductors – why it was a big deal, what it would have meant if it were true and the damage likely to have been caused given it’s likely to be false.
Chip War by Chris Miller. You can read my full review here.
Things I have been inspired by.
How left wing politics inspired Prada’s clothing designs.
Encouraging empathy for people with dementia in Japan with the restaurant of mistaken orders (scoll to the end here to find out more).
Things I have watched.
Three Body Problem. Chinese adaption by Tencent Video and made available for FREE on their YouTube channel. Don’t worry it has English subtitles. This is based on the blockbuster novel The Three Body Problem by Chinese science fiction author du jour Cixin Liu. The three books in the series are all fantastic and there is soon to be a Netflix adaption as well.
The Peripheral on Amazon Prime Video. An ambitious adaption of William Gibson’s novel of the same name. Amazon Studios recently cancelled the next season of this drama, which is a real shame as its one of the stand out series amongst the content on Prime Video.
Un Flic and Le Samourai – the magical formula of French new wave director Jean-Pierre Melville and actor Alain Delon created some iconic crime films that inspired directors in Hollywood, Hong Kong and Japan.
The sales pitch.
Available for strategic engagements in the autumn. Contact me here.
The End.
Congratulations, you’re reached the end of the August 2023 newsletter. Until next month: be excellent to each other. Let me know what you think or if you have any recommendations to be featured in forthcoming issues.
What prompted me to write about Geico advertising was a stream of news from marketing services companies about the state of technology company advertising. At the time of writing Stagwell are just the latest marketing services firm after S4, IPG, Omnicom and WPP have pinned declining profits on a reduction in technology company advertising spend. Then this story broke about Geico advertising: Insurer Geico made more money after benching its famous gecko | Quartz – and my first reaction was that the wrong lessons might be taken away from this.
Geico advertising – a primer
Geico îs an unfamiliar name to most people outside of the US. If you’ve read American magazines chances are there was a print ad or two in there with their iconic Gecko spokesperson. It’s a similar case on American television.
Geico advertising and their Gecko are as familiar to Americans as the meerkats of Comparethemarket.com are to your average Brits.
The truth about technology marketers vs. Geico advertising
Having worked with technology brands on and off for the past three decades, I have enough experience to know that generally, they aren’t great marketing organisations.
Coinbase’s Super Bowl ad drove traffic to a site that fell over.
Geico reinforced brand equity in the insurance space and pointed out their 24-hour claims hotline (I imagine that this isn’t an exclusive feature, but you wouldn’t know it from the advert).
Growth mindset ≠ marketing mindset
As organisations, they have a growth mindset, but not a marketing mindset. Before the internet, this meant a powerful field sales force organisation and marketing meant a bit of branding / design work coupled with case studies for the sales people. With the internet came constant iterative ‘growth hacking’ on digital channels, that mirrors agile software development rather than the best practices of marketing science.
There is a good reason why organisations like the Ehrenberg-Bass Institute for Marketing Science are supported by FMCG manufacturers, luxury goods makers, media companies, marketing services firms and pharmaceutical companies, BUT has no technology company sponsors.
The reasons are cultural in nature:
Engineering – if I haven’t heard of it or invented it then it’s not valid and you’re just a suit. At best great product is the marketing – and that’s great if you have a clearly differentiated great product which is self evident. The engineering mindset is also why they trust adtech and marketing automation services which outsource your marketing communications approach to a black box
Sales – marketing is just support. Which is the reason why my early clients (like old school Silicon Valley royalty LSI Logic) promoted long serving secretaries and administration staff into marketing roles
Even if they had a marketer who knew about Ehrenberg-Bass they wouldn’t be able to get in buy-in from the wider organisation to participate and they’d likely be fighting other dumpster fires elsewhere
Secondly, their laser focus on data affects their outlook. To paraphrase the comedian Bill Hicks: they know the price of everything, but the value of nothing. Because they are only looking at short term data. Great marketing and advertising also has long term effects that both screws with the short term marketing data focus.
Marketing and growth hacking are considered synonymous. It would seem ridiculous for me to to claim in any large marketing orientated organisation that sales and marketing are synonymous. The differences and complementary aspects of both would be well known. Yet in technology companies, this isn’t the case.
By contrast Geico as a brand is an organisation who understood marketing. You make your car or house insurance decision at best once a year (though there is friction in making a change).
The technology sector approach would be for Geico to bid on search ads and aggregators to acquire customers and then do direct mail or email when it comes to renewal times. But Geico advertising does something different. Geico advertising builds mental framework, so that Geico means car insurance and will be one of the brands that you consider.
This achieves a few things:
You are less likely to move away from Geico, you may not love them, but searching for an alternative might be too much of a hassle.
You may be reassured that you have chosen ‘the’ car insurance
It helps new customers get over the ‘which car insurance company to choose’ decision
It helps with upsell on the products due to the reassurance of the brand
Technology companies deal with these problems in a slightly different way:
Certification of engineering staff. If you are Microsoft certified or Cisco certified, you are less likely to use open source software or Juniper Networks products respectively. It would be against your self interest and the investment in terms of time and money that you have made in your self development
Contractual lock-in – self explanatory
Technology lock-in. You can put your data or programming code into a particular system, but its much harder and more expensive to move on to another system
Owning the entire technology stack. This is the approach that Adobe Systems have taken, gradually acquiring over the years the entire marketing, workflow and creative systems used by ad agencies, media agencies and their clients
So why was Geico advertising spend cut?
This is the crux of my point about how the wrong lessons might be taken away from the Geico advertising spend cut, with no ‘apparent’ impact.
There are a number of good reasons why Geico made the cut in advertising spend:
There was a cut in insurance sector advertising overall, so that Geico maintained or even grew its relative share of voice while spending less. This should see it emerge with improved economic performance over time. Procter and Gamble became the behemoth it now is by INCREASING advertising during the great depression of the 1920s. So the idea of relative share of voice and its relationship to market share is older than I am. Further more research by the IPA has found that holding or increasing relative share of voice during a downturn has a positive impact for business performance over a five year period
Geico may have managed to make some efficiency gains, this is most likely to occur in brand activating activities
There is also a bad reason: saving money in the short term. Kraft Heinz cut marketing to the bone under the guise of zero based budgeting (ZBB) – which made a mockery of ZBB as a concept. Kraft Heinz shares massively underperformed and were down 60% in the last 5 years, compared to the S&P 500 having gone up 69%. If Geico is following this route then it bodes ill for the long term performance of the business.
Without us knowing the real reasons and focusing on the short term measure, it reinforces a growth hacking mindset.
Hard times mean no sustainability premium in North America | WARC | The Feed – every single economic recession this comes around and marketers are surprised. Time to pay attention to what the longitudinal research data says. I really like the work that Gallup have done on macro trends and the American consumer, in particular their work on attitudes to the environment.
‘Pokémon Sleep’ Review: Sleep-Tracking Game Made Me Into Snorlax – gamifying sleep. Pokemon Sleep has surged to 3.2M global downloads and an estimated $130k in daily revenue according to SensorTower data. The app ranked in the top 5 in the U.S. Games charts. It’s even more popular in Japan (the home of Pokemon), where it’s number 1 across the App Store categories
Using attention to scale creative excellence at Mars | WARC – Sales, distinctive assets, and attention to advertising are the go-to metrics to guide marketing decisions at Mars. Mars use Attention as a pre-testing tool, to inform creative choices in digital and also proxy in TV. Mars believe that an execution with a better attention score will travel across media channels better and will be a safer bet for you when you need to make a choice. Measuring Attention is a key element in helping us improve the creative hit rate. Advertisers should question how they measure consumer responses and focus on measures of real consumer behavior.
LK99 is some sort of lead phosphate compounds called lead apatite with small amounts of copper in it. Apatites are a class of mineral, found in everything from marble to bone and teeth enamel. In marble and other rocks apatites tend to be clear but soft crystals. However, these apatites usually are made of calcium or potassium rather than lead.
The material was discovered by two people at Korea University in 1999.
What’s happened about room temperature semiconductors?
In March, a paper was put online by Korean researchers that proposed a theoretical model of room temperature semiconductors using LK99 as a material. A video was put online that is alleged to support a practical test of a room temperature superconductor.
The theoretical paper was formerly published at the end of April in a Korean journal.
In July, they put a paper online and submitted it for peer review claiming that LK99 had exhibited room temperature superconducting properties. EETimes Europe immediately picked up the paper and pointed out its current pre-publication, pre-peer review status. Early reactions to the paper from experts interviewed by Scientific American indicated a high level of skepticism.
Some claims about about LK99, such as the material’s structure have been verified but at the time of writing the substantive claims of room temperature superconductivity have not been replicated.
What’s a superconductor?
A superconducting material allows electricity to pass through it without resistance. This will also exhibit magnetic properties as a magnetic field occurs at right angles to a flow of electricity.
Superconductivity usually occurs at temperatures near absolute zero.
High temperature semiconductors
In the mid-1980s, IBM Research got everyone excited when it did foundational work on creating special materials that allowed superconductivity to happen at higher temperatures. High temperature superconductivity meant that you could cool the materials with liquid nitrogen, rather than having to use liquid helium. So still extremely cold and often also under extreme pressure. The most common high temperature semiconductors operate at up to -163 centigrade, or 100 Kelvin. The jump from semiconductors operating at -270 centigrade to -163 centigrade bought a lot of hope at the time that a boundless future was just in front of us.
Modern superconductors are used in hospital MRI scanners, which is where most people will get to see them. They are used in these machines to create powerful electro-magnets. High temperature superconducting materials have yet to be used widely in applications like this due to cost.
Potential uses
Cost effective superconductors operating at room temperatures open up a range of possibilities:
Much smaller and cheaper to operate hospital scanners
Improved efficiency for electricity generation and transmission
Improved electric vehicle performance such as practical magnetic levitation railways ushering in aircraft level speeds of travel
More efficient electric motors
Lower power consumption in electronic devices
Commercially viable nuclear fusion for power generation
Launching satellites via a rail gun rather than a rocket
Convention weapons of unimaginable speed and power
If this sounds too good to be true, it might be because it is; or we can’t conceive of the technology to do it successfully yet. Think about how unrealistic an iPhone would have seemed to the boffins of Bletchley Park in the 1940s.
If LK99 were real, it could herald in an exciting future.
Best case scenario, commercialisation takes a long time
Even if LK99 was proven to be a room temperature superconductor, it would take decades to make the technology commercially usable. For example, the forerunner of the modern lithium ion battery was invented by a researcher at Exxon in the early 1970s. They tried to commercialise the battery technology, but eventually stopped due to safety concerns. (Given that this was the 1970s, those safety concerns must have been real and reasonably harsh.)
The Exxon work was built on by multiple universities including Stanford. In 1983, a Japanese team at a joint venture company between Asahi Kasei and Toshiba built an initial prototype, which they then modified and came up with a prototype of a battery close to what we use today in 1985. Sony went on to commercialise the batteries in 1991 and the Asahi Kasei-Toshiba joint venture did so a year later. Sony introduced lithium ion batteries on their Sony CCD-TR1 consumer camcorder in 1991. This was a small (allegedly ‘passport sized’ but more like a stout paperback book to read on holiday) high-end machine at the time featuring Hi-8 (high-band 8mm video recording).
The Ericsson T28 cell phone was notable at the time for its use of a lithium ion battery when it launched in 1999.
Worst case scenario
LK99 adversely affects the reputation of Korea University, one of Korea and the world’s most foremost research universities. There is a lot at stake. You can find out more about materials here.
The two stand out films of the summer are Barbie and Oppenheimer . Oppenheimer is a biopic of scientist and Manhattan Project lead J. Robert Oppenheimer, based on the book American Prometheus: The Triumph and Tragedy of J. Robert Oppenheimer. Oppenheimer went on to lead the projects Los Alamos lab. Los Alamos National Laboratory has gone on to do scientific research on defence projects as well as health related projects. Casting of Cillian Murphy provides a good physical resemblance of Robert Oppenheimer.
J. Robert Oppenheimer biopic
Oppenheimer is a complex film with the story told in the form of flashbacks. It also tries to reinterpret Oppenheimer for the present day, with a sense of guilt that Oppenheimer never personally expressed. But Oppenheimer had been concerned about the nuclear arms race and weapons proliferation. He opposed the subsequent development of the hydrogen bomb. These positions along with his friendships with communist party members in the US, led to him losing his security clearance in 1954.
J. Robert Oppenheimer via the US Department of Energy
Barbie
Barbie looks to bring to life Mattel’s toy characters Barbie and Ken. Barbie was introduced in 1959 as a copy of a German fashion doll line. The fashion doll line came out of a cartoon strip in the Bild tabloid newspaper. Mattel went on to buy the German originator and shut it down. But by this time the German doll moulds were bought or copied by manufacturers in Hong Kong and Spain.
1990s vintage Barbie
The Barbie movie addresses head on the cultural and design legacy of Barbie alongside present-day culture wars
Barbie starts off in a matriarchal fantasy world; Ken is represented as a boy toy
Eventually Barbie and Ken end up in the real world. Barbie meet her owner who accuses her of setting unrealistic beauty standards
Ken learns about the male patriarchy, which means a battle of the sexes ensues when they both return to toyland
Barbeheimer
Both Barbie and Oppenheimer were released in the cinema at the same time going head-to-head with Mission Impossible: Dead Reckoning Part One. This led to cinema goers taking advantage and buying a ticket to see each film one after the other. The practice of watching Barbie and Oppenheimer as a double-bill became so common it was given its own name Barbenheimer, when then became a thing in the news, on podcasts and social media. It has been credited with listing the business performance of cinemas, while sit on the edge of a recession. In fact in the UK, for some of the weekend, both Picturehouse cinemas and Vue cinemas websites were having trouble handling customer traffic.
Google Tests A.I. Tool That Is Able to Write News Articles – The New York Times – One of the three people familiar with the product said that Google believed it could serve as a kind of personal assistant for journalists, automating some tasks to free up time for others, and that the company saw it as responsible technology that could help steer the publishing industry away from the pitfalls of generative A.I.
A number of things have happened that made me think about the idea of the British discount. A fund manager came out and said that UK equities were cheap compared to their counterparts listed on other stock markets and would likely remain so for a long time.
Genuine sale bargains?
There are a number of reasons why these companies may trade at a British discount:
The London Stock Exchanges doesn’t have a reputation for high growth businesses in the same way that the New York Stock Exchange or NASDAQ does. Instead it has a preponderance of mining companies and similar firms
UK pension funds are discouraged from purchasing stocks
The UK doesn’t foster the kind of businesses that growth investors would want to invest in
British banks don’t particularly want to invest in British businesses beyond property portfolios
Management demonstrate short-termism in their investment approach, as does the banking system
There isn’t a culture of retail share ownership
The UK economy has numerous structural challenges, some of them self inflicted
The British discount goes beyond the stock market, but instead the very nature of the UK itself.
Indebted government
Government debt is ballooning and will continue to do so, yet productivity is stubbornly low meaning the bonds will be ever harder to pay off. Finally as the Liz Truss debacle showed even leadership shows the British discount.
The state Britain has been in
The ideas and concepts the British discount aren’t even new – most of them came from ideas in Will Hutton’s The State We’re In originally published in 1995.
The fund manager can be confident in the British discount to be long-lasting as he knows that neither the Labour Party or their Conservative Party counterparts had managed to address existing structural economic issues. Instead they managed to create new ones.
The Trajectory of China’s Industrial Policies – IGCC – Barry Naughton, Siwen Xiao, and Yaosheng Xu argue that most of the changes in Chinese industrial policy since the mid-2000s can be thought of as being part of a trajectory that seeks to build a policy/planning mechanism, and that shifts the ultimate objective of technology and industry policies from economics to security.
Saudi Arabia’s Barn’s Coffee plans 25 outlets in Malaysia – Malaysia’s Premier Fine Foods plans to establish 25 outlets in Kuala Lumpur as its hub and expand operations to other Southeast Asian countries, including Brunei, Cambodia, Indonesia, Laos, Myanmar, the Philippines, Singapore, Thailand and Vietnam, in its aim to have 300 outlets in the next 10 years – interesting franchise coming out of Saudi Arabia
Street Style in Tokyo: “Harajuku Is Like a Fashion Gallery With a Free Entrance” | Vogue – “In present-day Harajuku, there are probably more foreigners walking around than there are Japanese people. They used to be watchers of Harajuku fashion, but now they are players; it’s a new movement in the neighborhood. In this story, there are many Chinese and Korean individuals who seem to enjoy and carry forward the Harajuku fashion of the 1990s and 2000s, rather than simply copying it
Full article: ChatGPT, AI Advertising, and Advertising Research and Education – leading scholars and industry thinkers in our field and neighboring disciplines are actively examining and engaging in debates on AI technologies and their applications to advertising practices and effects. However, we have not imagined such powerful AI technologies as ChatGPT emerging and spreading in the general public so quickly. According to industry estimates, ChatGPT reached 100 million monthly users in the first two months after launch, which makes it the fastest-growing technology application in history, but web traffic has since peaked. ChatGPT and other generative AI technologies in this new phase of AI advancement are expected to completely transform the advertising business and research. More research is urgently needed to gain an understanding of the short- and long-term impacts of this new generation of transformative AI technologies on advertising across the micro, meso, and macro levels
Influence 100: In-House PR Budgets Slashed | Provoke Media – This year, our Influence 100 cohort control a combined spend of $3.7 billion, a drop of more than $1bn on last year’s figure of $4.8 billion and far below 2020’s dip to $4.2 billion, after being at $4.8 billion in 2019. The drop is largely down to a significant dip in the number of our Influence 100 managing top-end budgets. Last year the number who managed budgets of more than $100m was 25% (compared to 27% in 2021), while this year it is down to 17%. The number of CMOs and CCOs managing between $75 and $100m also dropped, from 12.5% last year to 10% (although this is on a par with 11% in 2021), and the next budget bracket, $50-$75m, also saw a drop from 17.5% to 13%, one percentage point lower than 2021. The proportion of communications leaders managing budgets of between $25m and $50m remained the same as last year, at 10%, and the only budget bracket that saw an increase was at the lower end, $10m-$25m, which shot up from 12.5% to 30% – unsurprising given the dip in advertising spend
Materials
Machine learning based design optimisation was used to create additive manufactured brackets for NASA instruments. They feel organic in nature, presumably because they the result of millions of virtual trials, rather like generations of biological evolution.
