Manners for the
23 Sep 2008
Arts & Sciences
ﬂickr image by akaporn
of the people
I am here?”
Munro Leaf, 1946
First of all, why?
Advertisers once got away with being obnoxious.
Click to be taken to an example from my youth.
“We appear uninvited into
a strangers home.
At least we can be nice.”
British Ad Guru (?)
Any attempt at considerate behavior has been personal,
rather than driven by business reality. ﬂickr image by hugi
1992 - ?
Brand Manners will become imperative when you see what’s
happening to the brand communications model. ﬂickr image by fernando
The brand (and its 360˚ interpretation) used to be the interface.
But our access to information means it’s more often a facade.
Brands live in small towns now.
There’s no hiding. And people will talk.
ﬂickr image by cmaccubbin
“Only liars need to be consistent.”
“Brand Innovation Manifesto” argues for embracing complexity.
ﬂickr image by alan_light
(360˚ x n) + Time + Interaction
Our Glorious Mess
The new brand is as messy as a real life human being.
ﬂickr image by G N R
A brand has to be the life of the
party. It has to work the room.
That takes manners, humanity,
deportment and wit.
ﬂickr image by eyespive
And now for some manners.
deletions, all welcome.
Admit your inevitable imperfections. Set expectations. Be real.
ﬂickr image by toei
Be of value. Either in what you do for people, or the
entertainment you provide. ﬂickr image by jillclardy
You have my data. Don’t sell it, share it, or lose it.
ﬂickr image by ricoslounge
The only person it does anything for is you. And these days,
there are sooo many ways to fact check. ﬂickr image by ndrwfgg
In social circles, those who are active in charitable works
seem to have more friends. ﬂickr image by missgongandtheﬂickers
Political advertising doesn’t. Mac V PC does.
ﬂickr image by philippeleroyer
Example: the gift certiﬁcates Apple gave iPhone early adopters.
ﬂickr image by andrea_fregnani
Do what you say you’ll do.
JetBlue = Happy Jetting.
Except when they’re charging $7 for a pillow. ﬂickr image by luzbonita
ﬂickr image by revjim
And wallﬂowers, beware.
You can try sitting it out, like Hasbro did. But then just hope a
Scrabulous doesn’t happen to you. ﬂickr image by mtmont
Muffy and I
ﬂickr image by akaporn
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