Reality Branding - Are You Taking Advantage Of The 40 Year Social Pendulum?

I watched Roy Williams in a quite literally amazingsociety where it is Ok to dream, to a social
presentation about society's 40-year Pendulumsociety where getting things done is more
recently. His presentation was a delightful hiddenimportant. The shift in society will have profound
bonus in the agenda from the Call to Actioneffects on branding and advertising over the next
seminar hosted by Bryan and Jeff Eisenberg at20 years at least.You´re now in a generation
the Wizard of Ads Academy 1 in Buda,that doesn't respect individual achievements,
Texas.Roy´s presentation explained arebellion or going it alone, mocks hype and doesn't
phenomenon that happens every 40 years wherethink James Bond is da man!You're now in a
folks´ attitudes gradually shift over time in angeneration where people are tired of hype, tired
opposite direction to that of the previousof dreams and want to work together to get
generation. He finished by predicting that in thethings done. Your peers want to do things that
next 2-3 years we´re going to see radicalmake the world a better place to live in rather
shifts in the way people buy and what they arethan just dream about it. They recognize the
influenced by. I am labeling this shift for theproblems around them and seek solutions to
purposes of this article Reality Branding.The shiftmake things happen.Stars today wear ordinary
starts with the artsRoy described how music andclothes; remember Elvis on stage in his glittery
art is the first indication that ´times they arewhite suits? Now think Eminem and Coldplay. How
a changing´. Typically music precedes thisdo they look in comparison? Today´s stars
social shift before the whole idea goeswant to be portrayed as real. Notice the sudden
mainstream. If you think about it, looking at musictrend in reality TV shows? Paris Hilton and her pal
and the arts is a reasonable indicator of whatin The Simple life? I bet when you watch the
people think. I´m not talking about theSimple life you think Paris and her pal are morons.
reaction to one hit wonders, but the generalIs that because they are morons? Or is it
trends. Why does everyone suddenly get thebecause you think that living the false lifestyle of
same kind of groove, coast to coast, continent tocredit cards, flash cars and a $10,000 Louis
continent?I remember reading a CaveChat (bulletinVuitton handbag is crass? It´s an interesting
board) thread from 5000BC 2 a few monthsquestion. Would today´s reality focus have
back where one post compared Eminem to Elvis.worked back in 1971 when all we were dreaming
I thought it was a strange comparison at the timeabout was giving peace a chance?Reality branding
because it was not explained in the context Royis what´s cool todayUnderstanding this shift in
described. I now understand that it wasn't thatsocial attitudes is the good news because now
these icons were comparable as artists; it wasyou can apply that to your own
that they are comparable in the shift theybusiness.Relentless repetition used to be the only
reflected in the "mainstream" in society.Takerequirement to drive the branding message home,
Elvis´Since the late 50's we've had rock andnow it isn´t quite as easy as that.Dove is a
roll in one form or another and it all started ingreat example of this shift in thinking. Yes they
1957 with Elvis Presley curling his lip and shakingstill do repetition, but they get the message
his knees in a fashion that made the young ladiesacross to real women by showing them ads with
of the time pass out with excitement.Or did it?real women in them. Gone are the stick like
Rock and roll has its roots well before Elvis asmodels, because our social conscience won´t
I´m sure all the musical historians will tell you,allow us to let our daughters grow up thinking
however when Elvis and his iconic charm camethat skeletal is beautiful. In are normal looking
along the music went mainstream and that is thewomen with real curves and different types of
point. For the next 40 years music was in oneskin showing that Dove is good for them.To
form or another, an iteration, imitation,communicate with today´s audience who are
categorization, blend or copy of a rock and rollcompletely sick of advertising, you need to
based rhythm.So what about Eminem?Eminemcommunicate facts and real benefits, not features
and probably a few others brought hip hop to theand value based statements.Communicating facts
masses. In 1997 (40 years exactly from 57 whenand benefits in your copyIf you write copy like
Elvis emerged on the scene) the hip hopyour business school teacher taught you 20 years
generation was becoming very popular. Eminemago you will be out of sync with the current trend
was one of the emerging talents of the time, butof thought. Below, Roy Williams describes how
the white guy in a predominantly black musicalvalue statements can be seen as hype;Modern
genre signaled the approach of the mainstream.Itadvertising overflows with values-based
reads like a script when you compare how Elvisstatements: "Big selection." "High quality." "Low
before him was preceded by less famous Rockprices." "Easy credit." Even though these
and Roll artists that were the true pioneers.statements may be true in the mind of the
Eminem and Elvis can be compared because theyadvertiser, the public has heard them all
hit the scene around the time that people werebefore.The left hemispheres of our brains detect
ready for it and made history. Ever heard thefact-based statements and prefer them to
saying ´there is nothing more powerful thanstatements that are values-based. Having been
an idea whose time has come?´3 Eminemssuffocated by hype for the past 40 years, we
brash, hard hitting, realistic and edgy approach hashunger today for statements of fact.
the latest generation of young ladies screamingRoy Williams Monday Morning Memo 5Values
"That shit is bumping" 4 but they wouldn´tbased statements still have their place but backing
pass out because it isn´t cool.And it´sit up with facts will cut through the clutter more
´what´s cool´ that´s the pointeffectively. If you see ´low prices´ in
isn´t it?What do hip hop artists sing about?website copy will you read on? Maybe, maybe
Trouble on the streets, too many guns, poverty,not, but if you see a price which is attractive for
sex, saving the world, where is the love - Thea product you want then you´re looking for
Black Eyed Peas ´ and their rap about socialyour credit card.Take your PPC ad which says
conscience?In addition other bands which aren't hip´MP3 players ´ Exceptional quality, high
hop are of a similar vein in their lyrical content.storage capacity and low prices´. That might
Think Coldplay from the UK and their lyrics inand probably will attract a lot of people who are
Lights out.... "Come out upon my seas, curseseeking information about an MP3 player.
missed opportunities (am I) A part of the cure, orHowever selling the same product with fact based
am I part of the disease".Am I a part of the curestatements you could give your reader a much
or a part of the disease??Right now, it´s coolbetter idea and make your ad stand out from the
to be talking about real problems people have orcrowd ´MP3 players ´ High quality with
reflecting on the reality surrounding them. Fantasy100GB storage for thousands of tracks
is out of the window, dreaming is for hippies, Can$399´.Of course the second ad will attract
you imagine Coke releasing ´I´d like tofar less traffic than the first because you´re
teach the world to sing in perfect harmony´pre-qualifying people.
without causing an entire generation to throw up?Hmmm, well isn´t that what you want from
In 1971 people actually sang along!Cool right now isa PPC ad? People that know what you have and
all about reality and social conscience, where aswants to buy what you sell?Sources1 The Wizard
for the last 40 years we've gone from individualOf Ads Academy
rebellion (rock and roll), to free love (individual2 5000 BC Post on the membership forum.
dreaming), to rebellion (punk rock), to material girl3 Victor Hugo French dramatist, novelist, & poet
(the individual success story) to free your mind(1802 - 1885)
(90´s acid rock).Interestingly if you take4 Wikipedia - A list of slang terms used in the Hip
Madonna as a survivor of this social pendulumHop culture.
notice how her style and lyrics have changed?5 Monday Morning Memo for September 26,
She started off as rebellious material girl, all vogue2005Author: Steve Jackson, Editor - Conversion
and power icon but now has shifted to a realChronicles
mum with a social conscience (ray of lightSteve Jackson is CEO of Aboavista, editor of
album).Social conscience and getting thingsThe Conversion Chronicles and a published writer.
doneWe´re switching from an idealistic