This is a long and sweeping post covering Asia and Creativity and Survival. There's no way I am even close to being completely right and there will be gaps, mistakes and contradictions and could easily go on for much longer, but I think I've connected enough of the dots to write this down rather than endlessly repeat what I've been asked about through umpteen Skype/Coffee Shop/Phone conversations around the world even though it was a pleasure to do it one more time for my good man
Mark in the early hours of Saturday morning (It was closer to 3 AM Mark, I lost track of time!)
I'm a committed environmentalist, green marketeer, sustainable energy man and yesterday, as promised, offered free B2B marketing consultancy to a Chairwoman I met on Friday night at a swanky hotel bar, who is trying to raise funds on
AIM for
biomass fuel resource development in China. So cut me some slack on buying this unecessary phone because it is now the stimulus for a long overdue post that I started with
Quantity not Quality back here.
OK, so the phone is pictured above. I first saw one owned by the manager of a stall in
a Xidan shopping mall that does those funky T Shirts with twisted slogans I love so much. She was kind enough to answer my questions about where to get one, although they were no longer available, and finally
Gustavo emailed to let me know he'd spotted them at
Silk Street Market.
I have no real desperate need for a secondary phone except as a backup, but here's the skinny. Its shaped in the style of those first 1985 models called the Motorola DynaTAC, only a lot smaller and it is in my opinion, the definitive ironic style accessory. But lets talk facts. It comes with some more stuff than the original despite being a fraction of the original size:
Extra Memory Card
Stylus operated PDA
Bluetooth
FM Radio
Two Batteries
Media Player
Camera
Sound Recorder
Video
and....... most importantly; a SOLAR PANEL on the rear for charging the battery, meaning I leave it in the sunshine and she's good to go. Oh yeah, and it carries two SIM cards so I can have a double life which is perfect because even though I turned down those alarmingly low paid but discrete approaches by people who insisted on being implicit and not explicit about what branch of government they worked for all those years ago, this phone has a telescopic detachable zoom lens so I can observe
Al Qaida operatives long before they spot me, and way after they were called the Mujahedeen and funded by "The American Dream" to win the cold war that was also won by outspending the Soviets on Nukes instead of funding guerrilla fighters who wanted to protect their religion and culture. I digress but check the telescopic lens out.
Freaking neat huh?... Back to the point. Asia, and China specifically is staggeringly good at duplication, imitation, reproduction, cloning and replication. I don't mean that pejoratively at all, except that in general it appears very few give a fuck about the environment, but it's not like any fool can do it either. For a start, it takes an entrepreneurial mindset, lots of financial resource, the expertise to duplicate the latest technology, reorganise an existing manufacturing process, disrupt the in-process inventory model (which is a LOT of work), reconfigure supply side distribution management and believe it or not, try and do some marketing.
So even though Asia is brimming with the sort of creative output that humans all round the world are good at when given the right environment, the reality of the region and China specifically is that it does the industrially unprecedented, through scale and volumetrics, plus a monoculture that pretty much insists on a uniformity of mindset and collective action rather than the pluralism and creative tension of the Western model kicked off by ideas from Empedocles and Democritus. China is still closer to the pre-Socratic
Eleatics in thinking and while I generally embrace all cultural idiosyncrasies I believe China should think very very seriously about how to embrace pluralism and how to work it together with collective endeavour outside of the neoliberal capitalist model for reasons I'll round up on once I've dusted off creativity.
Now there plenty of exceptions outside of China, of brilliant creative marketing executions. There are however insufficient Pan-Asian successful branding case studies to conclude that out of a few billion people in the Far East, only a handful have figured out how to build on their strengths rather than embrace the reality of not being innovation leaders. Lets list them. Singapore Airlines (had it, lost it), Sony (erratic), Honda (W+K London) erm Samsung/Epson/Panasonic/Asus et al (yawn) and shall we say that'll be the Daewoo? Because when I worked in London at HHCL, no creative could ever deliver a pun as an idea. Oh and by the way Hello Kitty is Asia's third strongest
brand.So back to the product because that is where Asia knows how to rock-it from a manufacturing, pricing and distribution angle. The phone above is a 3rd millenium mashup and I love its solar panel credentials (it's no toy feature) but there is nothing in it that was invented outside of an occidental environment. Hat tip to
Charlie Gower for his post that highlighted it was the Japanese at Sharp in 2001 who put a camera into the first popular cellphone. Digital photography though is rooted
outside of the country that implemented it first successfully.
Charlie Gower is also one of the most creative idea driven people I know and memorably suggested at The Endurance in Soho, that mobile phones cameras need a small detachable light connected by wire, for taking decent night time shots. He's right too. Lighting is in the top three things for a good picture with composition and subject matter. A serious Asian brand will never do it first because it hasn't been done elsewhere. Sony. You make the best camera phones. What are you waiting for?
And there my friends is part of the challenge.
Whether its manufacturing or marketing by the time it comes to that old chestnut called creativity the absolutely last thing on a serious Asian brand's mind is taking a risk. Monoculture is all about being risk averse.
The marketing psychology over here is all too often 'If everyone is doing the same shit, then its more than likely to be working'. If I go out on a limb I'm risking the whole shebang for some marketing glory. Why on earth would I want to do that? The agencies are quite happy to go along with the illusion of creativity because the remuneration for getting a regular kicking from their clients is worth it. Senior management just shuffle the spreadsheet finance numbers and it's those lower down the food chain that are bullied the most anyway.
Now I could go into the reality that there isn't much need to stuff Asian ads with the usual superlatives of shiny white teeth and happy sterile family stereotypes. In
real GDP growth economies here in Asia of say 7% and above all we have to do is bash people over the head with a monologue and make money. Repetition, increased sound volume, general aspirational lifestyle imagery and a million wasted hours talking bullshit about brand values, propositions, transactional analysis (just kidding), rational versus emotional, link testing, likability versus memorability and the rest of that old marketing bullshit that invariably settles on the word passion because of course the client and agency believe the brand is ALL about PASSION. Of course they do! It pays their fucking mortgages for Christ's sake.
How do we move on? If Asia and China specifically wants to move on to having the glorious aroma of a brand that performs above and beyond
product specifications, there is plenty of fertile territory that deeper analysis of the DNA and marketing context offers. So often the really sticky stuff that is insanely interesting about Asian brands are the humble roots of the people who started them, the scalability, the risk taking, the commitment and the reasons they put on their spreadsheet marketeer heads on each morning. For their families and for their dreams. The power of dreams as we all know is quite something which is probably where I should begin to wrap up because the reality is that while I know great brands can be built here in Asia that can go global and attract a lot of customer love we are all facing a much larger problem than flogging the latest tech gadget. The economic model we are using is broken. It operates by extracting resources from the ground, converting it into products and then disposing of them at an exponentially faster rate because that is why technology controls us and not the other way round.
The imperative marketing challenge for Asia and China particular if you are listening because it all rests with you until the Indian demographics kick in is to charge more for less.
More ideas less stuff.More cost less consumption
How do you do that?
You build proper brands that stand for something your families would be proud of and that means embracing the word creativity and innovation with a view to doing nothing less than rewiring our economies and the corporations so that we have something to pass on to the next generations.
Its really rather simple, and very very complex at the same time.
There's also a lot of thinking some of us are doing about why digital is more sensible for explosive growth populations and why analogue is probably a more intelligent use of resource for the rich folk.
