[This was originally posted on May 27, 2012. Enjoy!]
Business is run by humans for humans so why is the business world so, so scared of showing their humanness?
With rare exception, corporate social media policies shout: “We’re terrified our customers will find out that actual people work at this company!” The policies are very clear that you should never, ever associate yourself with the company. Don’t reveal that you have opinions, actual thoughts, passions, dreams, hobbies, families. Don’t give customers the opportunity to appreciate each individual’s uniqueness, good and bad. Assume customers are so easily offended that they will boycott the company because of what an employee posted on a social media site. Give no one the benefit of the doubt.
It’s so sad, it’s funny. There’s so much good that comes from recognizing humanity and individuality. It makes companies and their products real and relevant. Companies (marketers anyway) want us to have a relationship with the brand, yet don’t realize that no one develops attachment to faceless, soulless, neutered, beige vanilla sameness.
One of the easiest ways to differentiate your company is to let your humanness shine. But few get that. They miss that the root of differentiation is being different. And that celebrating your authentic differences and actually standing out is daring and wonderful.
Yesterday, though, I came across a magazine advertisement for the Jaguar XF that blew me away. The company not only got it but made it the absolute core of the entire ad campaign!
At risk of plugging products I know nothing about, let me describe the ad. Maybe you’ve seen it: two page spread with three electric guitars and amps taking up almost the entire space, in the lower left is a small picture of a sports sedan, in the lower right is a small and understated Jaguar company logo. The headline is: “Some of the other machines our designers play with.” It goes on to brag that the lead design of the new car is the “spike –haired, head-banging lead guitarist of his own band, Scattering Ashes…” and describes how he brought that amped up rock passion to designing this car.
Wow! An ad that gets attention, an admission (no, a celebration!) that they have passionate-not-quite-mainstream employees, and a darn good looking car. A great, eye-catching ad that takes a risk and shows commitment to shattering old images and shaking up the status quo. Then it gets even better. There is a QR tag to hear the music. Whip out your smart phone and you’re taken to a youtube video with a tongue-in-cheek opening warning and a Scattering Ashes song playing while three Jags make lurid slides around the tarmac.
Some of the commenters on youtube mention that the song isn’t all that good and it seems out of sync with the Jag image. Yeah, it’s not the greatest song ever. And, yeah, it runs counter to an image of traditional, stodgy, understated, quiet class. Cleary, Jag is looking to aggressively redefine their image. It’s an electric scream against the what you think they are and an overdriven invitation to join them where they want to be.
But wait! This isn’t a neon colored hatchback with extreme graphics being sold to the fast & furious crowd. This is a luxury sports sedan being marketed to people that can drop $50 – 70k+ on a car – you know, uptight, conservative folks in suits and ties. Shouldn’t you be telling them how much status the car will bring them, or focusing on safety, or winking at how sporty you’d like them to think it is?
Sure, you could. But then you’d be just like everyone else. Or you could celebrate the glorious passion and humanness of your employees, crank your company culture up to 11, and actually differentiate yourself by actually being, well, different.
Don’t know if the car’s any good or if the campaign will be successful, but I love the bold stance. Anyone could have done it, but only one did. Unfurl the freak flag and rock on!
Reminds me of the “Cluetrain Manifesto” http://www.cluetrain.com/book/95-theses.html
Hi Gillian, thanks for the book recommendation! I’ll be sure to check it out. In the same vein, I’d recommend “Future Shock” by Will McInnes (@willmcinnes) It’s a great read on the future (I hope) of business.