Ged Carroll

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  • Good strategy inspired by Matt Holt

    A couple of tweets on good strategy by Matt Holt inspired this post. Strategy and planning are considered to be disrupted by changes in the advertising industry. It often boils down to ‘ who needs strategy when you have big data / machine learning’.

    Big data; isn’t good strategy. Instead it tells you retrospectively where you should have zigged rather than zagged. It doesn’t plot an overall direction.  It is usually pretty reductive only focusing on sales now. It doesn’t think about future sales through building a brand and its good standing.

    In marketing automation, it is focused on ‘harvesting’ from the end of the marketing funnel.

    Travelling

      • It is sacrifice. It’s about making choices and saying no
      • It is specific. There is a specific well-defined problem to be solved. 
      • It is simple to explain (even if the subject matter is complex). If you’re setting a direction, the roadmap has to be clear for all stakeholders.
      • it has elegance. Which is a good measure of its simplicity.
      • It steers tactics. It provides a directional lens to the data and helps in deciding KPIs (key performance indicators) and HVAs (high value actions).
      • Good strategy is stubborn in the face of the shiny and new. Strategy is not a fad is a long term roadmap. The shiny and new can be a facilitator at best. At worst its a distraction. 
      • It is saying no to excess. Keep the strategy focused on the objectives that it addresses
      • Good strategy seems self evident in retrospect. It’s not just a way to solve the problem, but has been sweated out to optimise it to the point that it seems self evident in retrospect.
      • It is emergent, but not realtime. A strategy needs to be able to flex as conditions change. Its the direction, not an exhaustive road map.
    • It is not ‘big data’. Big data can be a source of insights that will help develop a strategy, but it’s not a strategy in of itself. For example the inspiration for Compare the Market’s meerkat campaign was misspellings in search data for the word market

    More ideas related posts here.

  • NYPD surveillance + more things

    IBM Used NYPD Surveillance Footage to Develop Technology That Lets Police Search by Skin Color – you might feel a bit squeamish about the application but this is established image recognition that Google (and Yahoo!) search engines used 12 years ago rather than anything new. We shouldn’t be surprised that the NYPD surveillance search system doesn’t use all aspect of physical attributes that might turn up in a witness statement.

    eBay builds its own customized servers to ‘replatform’ its data center infrastructure | SiliconAngle– surprised that they weren’t doing this already

    Luxury Daily | eBay extends authentication program to high-end watches – Paywall

    Immersive art – JWT Intelligence – In China, where fine art isn’t typically part of a school curriculum, art collectors and curators have been working with mall developers and brands for a number of years to create crossover opportunities among Chinese audiences, fueling interest and building a culture around art. Zheng’s approach is to focus on making his visitors the protagonists in his exhibitions to help them “accept art as an element in their lives.”

    WE ARE IN AN EFFICIENCY BUBBLE – BBH – at the expense of effectiveness. Just good enough commotised creative

    The Path Ahead: The 7th Forum on China-Africa Cooperation | China Africa Research Initiative – (PDF)

    Cryptocurrency exchange Changelly admits it can steal users’ Monero (if it wanted to) – I think this is over egging the opportunity and underestimating challenges

    WeChat, Alipay to Block Crypto Transactions on Payment Platforms – CoinDesk – surprised that this is taking so long

    JD CEO’s arrest steps on governance landmine – Breakingviews – (paywall) it shows how tenuous ‘foreign’ shareholding in Chinese entities are. According to The New York Times he has some form for these kind of events

    Manipulation, Chinese style – Nikkei Asian Review – cunning and clever. This should be compulsory reading for anyone doing lobbying or in corporate communications. It mirrors some of the Russian philosophy on information warfare, but the Russians take it in a much more kinetic direction.

    The “experiential advantage” is not universal – the less well-off get equal or more happiness from buying things – Research Digest – really interesting finding on consumer behaviour and retailing

  • Colin Kaepernick + more things

    Colin Kaepernick 

    If you work in marketing, you’d have had to hidden in a remote jungle outpost to avoid all the industry big opinion pieces and social discussion over Nike’s latest brand campaign. The outrage was over a social image of Colin Kaepernick supporting the video content below

    Believe in something. Even if it means sacrificing everything.

    Everything has become political. New Balance got the whip end of it from liberals during the early part of the Trump administration because of its domestic manufacturing plants and his focus on American jobs. The New Balance CEO made positive remarks about the president focusing on domestic manufacturing and liberals burned their sneakers on social media.

    So from the beginning Nike was in the ‘not Trump camp’ because of its business model. The question would be should it put its head above the parapet or not? From a marketing history that has worked with directors like Spike Lee – this is almost a non question.

    Nike also has demographics on its side, banking on the African American community and urban kids over aging Trump supporters. This will also play well in western European markets.

    Nike has trends behind it at the moment. Hypebeast style is on the ascendency, even in preppy lookbooks you are likely to see the blazer and chinos paired with a pair of Air Max in a colour scheme that pops.

    In my mind working with Colin Kaepernick was inevitable because it was such a Nike thing to do. Down the road Kaepernick is going to make a stylish articulate spokesperson, think Michael Jordan but with more of a ‘thinking man’ image. (Yes I know Michael Jordan is sharp as a button but he’s got more swagger).

    From Nike’s perspective it was a good tactical move. The timing was ideal to get out ahead of the NFL season, rather than being seen as a reaction to it. Scott Galloway went as far as to call it the ‘gangster marketing’ move of 2018. But no it wasn’t particularly brave on the part of Nike. From a Nike point-of-view this kicks the inevitable liberal media cyclical discussion about Nike and children working in third-world sweatshops a bit further down the road. I guess Nike won’t have to worry about yet another set of shoe brands like Starbury, Patrick Ewiing or And1 coming up anytime soon. Commentators tend to forget that they emerged because Nike was seen to be using black athletes to gouge poor consumers out of excess cash and fuelling criminality to have the ‘right’ shoes. What a difference a president makes.

    Secondly, there is an issue of has bravery become an overused word?

    • By using it to sell sneakers and track tops are you cheapening the sacrifices of fallen first responders, civil rights activists or military personnel?
    • Where do whistle blowers like Chelsea Manning and Edward Snowden fit into it?
    • And what does it say about America when you have to be brave to use your constitutional rights?

    Everything has become weaponised, how do we step back from this? More on Nike here.

    its a rare one of the columns when I am dealing with two pretty grim subjects in a week. The Register broke the news about western intelligence services declaring a new war on privacy – its a even more alarming when you think about how populist politics has blown up in the past few years. This is the best written reaction that I have seen to it. Schneier is a online security expert and I’d trust his judgement over any politicians: Five-Eyes Intelligence Services Choose Surveillance Over Security – Schneier on Security. Go and have a read, I’ll still be here when you come back.

    As you can understand I’d like to lift the mood a bit. The reaction of Japanese people to western swear words once they are explained to them is priceless.

    NASA on the Cray super-computers that they used in the mid-1980s

    My former colleague Haruka is doing a daily illustration challenge, creating artworks on 1 inch x 1 inch paper square. (An inch is 25.4mm)

     

     
     
     
     
     
    View this post on Instagram
     
     
     
     
     
     
     
     
     
     
     

     

    A post shared by Haruka (@haruka.illustrations) on

  • Autocorrect + more things

    I Invented Autocorrect. Sorry About That; You’re Welcome | WIRED – More than 10 years after the initial release of the iPhone, the state of the art now is much as it was then. Even with recent advances in AI and machine learning, the core problem remains the same: Software doesn’t understand the nuance of human communication. – autocorrect seems to have been poisoned by the data set used in its machine learning. T9 of yesteryear provides a better autocorrect experience. There is no easy fix for smartphone autocorrect woes any time soon

    Johann Rupert: the man on a mission to save Europe’s artisanal skills | How To Spend It – Concurrent with his observations about the speed at which new fortunes are made are his fears about the extinction of the middle class. “I don’t know where AI and machines are going to end up. But if we as humanity are going to preserve jobs and culture, we need to be smart.” He recognises that his success is “based upon people with culture and skills. And when their livelihoods are affected by machines, we’ve got to fight back.”

    Statement of Principles on Access to Evidence and Encryption | Australian Government – Department of Home Affairs – no privacy, no secure crypto basically – UK, Canada, Australia, New Zealand and US are making a new push to come after cryptography in consumers hands. Interesting how little coverage that this has received until The Register pushed it

    The US-China Cold War is now playing out in Pakistan — Quartz India – Pakistan hopes that China and Saudi Arabia might offer the financial relief that would provide an alternative to the IMF and American pressure. Although this is not the kind of role that China wants, an IMF bailout would lead to a disclosure of the highly secretive terms of CPEC deals, leading to renegotiation or even cancellation and undermining Beijing’s geo-economic goals.

    Experts Call for Transparency Around Google’s Chinese-Made Security Keys – Motherboard – I was waiting for this shoe to drop. I would make more sense to do the assembly outside China with a Taiwanese supplier. This the approach that BlackBerry used to do with its devices prior to licensing its name to TCL. Apple has to do a lot of proprietary work and inspections to keep its devices secure and there is no sign that Google has done this

    Baidu launches EZDL, an AI model training platform that requires no coding experience | VentureBeat – interesting visual programming approach

    Chinese bike-share group Ofo sued for alleged $10m in unpaid bills | Financial Times – Shanghai Phoenix Bicycles, an old and venerable bicycle brand in China, has petitioned a Beijing court over an unpaid supplier contract worth Rmb68m ($9.9m) with a unit of Beijing-based Ofo, according to an exchange filing by Phoenix’s parent company late on Friday. 

    Ofo previously faced the threat of having 3m of its bicycles immobilised due to a dispute over alleged unpaid debts to a smart-lock producer, which had threatened to “freeze” the locks if it did not receive payment. Ofo said later the dispute had been resolved. 

    Peak Valley? – AVC – Fred Wilson makes the defence case for Silicon Valley….

    Watch the ‘Real’ Magic Leap Whale Take Flight in ‘Helio’ Web Experiment – Road to VR – hype versus reality

    With New London Store, Stüssy Flexes Its ‘Tribe’ | News & Analysis, News Bites | BoF – Stüssy’s brand identity is built on a “tribal ethos” that extends from its inner circle to its customers. Their stores function as community hubs where young (and not so young) shoppers gather. This fosters a strong, consistent, and authentic connection with clients. Essentially, wearing a Stüssy item allows customers to feel like they’re participating in something bigger and understand the brand’s unique appeal.. –  more related content here.

  • Realm of the Damned by Alec Worley

    I was given a copy of Realm of the Damned – Tenebris Deos by one of the staff at Forbidden Planet. Werewolf Press did a really nice job of printing up Alec Worley’s graphic novel. The subtitle is a nice touch as Worley must have been thinking that he had a franchise on his hands.

    Realm of the Damned

    The next installment is out later this year.

    So whats Realm of the Damned like? It reminded me a lot of Blade 2. You have the titular character who is a natural enemy of vampires brought in by them to kill a super vampire that would kill all of them.

    The closeness of a vampire slayer to the Catholic church is very reminiscent of John Carpenter’s Vampires series of films. The main protagonist Alberic Van Helsing is already tired and worn out, rather like Wolverine in Old man Logan; but with severe addiction issues.

    Where Realm of the Damned differs from these films is in aesthetic. It’s like something out of a black metal album lyrics. Darkness, killing, death, decay, hopelessness, savagery, dark magic, endless supplies of blood.

    A badass character like Kate Beckensdale’s Selene from the Underworld series would only work if she was emerging from a sea of blood. Think Ursula Andress emerging from the sea in Doctor No, but everything’s red.

    https://www.youtube.com/watch?v=AZ6mOC4uSX4

    And there in lies the weakness of Realm of the Damned. It’s something that the writers of Arachnophobia knew very well. If you want something to shock and horrify, use it sparingly. Unlike horrific spider films of the 1950s and 60s Arachnophobia had one spider who popped up at any time rather than a legion of spiders.

    Even Garth Ennis’ The Punisher punctuates violence with detail and plot movements. Realm of the Damned splashes the claret too much and loses much of its effect.

    Of course, I am probably not the main target audience for this book.