#BRANDFAIL OF THE WEEK: Tidal

Tidal ‘puts the power back in the artists hands’ is what the star-studded owners told us at the launch.

They are ‘taking back control’. Giving people ‘a higher level of product’. They are ‘educating the audience on what good should sound like’. They are offering ‘unique experiences and content (the only bit that’s perhaps feasible and worth any premium). They are ‘The Avengers of Music’, who together oversaw an ill thought through launch.

If you don’t feel like watching the whole thing, skip to around 16:30 and watch their laughable combined attempt to ‘sell’ Tidal.

At today’s prices, Tidal is twice as expensive as Spotify in the USA. Whilst I appreciate the need for artistic control, let’s not pretend that’s what this is really about. It’s about cold hard cash (which as we all know thanks to Madonna, is always Mr. Right). The artists get less revenue from streaming. The radio landscape continues to evolve. Sales for most artists aren’t what they use to be (which places even more pressure on them to tour to bring in the big money).

It’s well documented most of the multi-millionaire Tidal crew aren’t happy about streaming. But is this really the answer in 2015? Whoever helped them craft their well polished boo hoo lines missed a trick. They should have majored on doing this for the future. The starving artists struggling to get by. The ones the record companies / streaming leave behind. The talent who won’t benefit from the financial breaks they had. The talent they want to nurture and support. The talent you can support. The talent we all can all support by choosing Tidal.

Had they chosen to position this around helping artists, it might have stood a chance. But as it stands, it’s made them all look like a horribly out of touch wealthy elite. A bit like another gaggle of SW1 inhabitants that will keep bothering us till May 7th…

Iain G. Morrison is a senior marketer in the third sector. And will be sticking with Spotify for the forseeable… 

The solar eclipse comes to Britain…

So. There’s an eclipse tomorrow. It’s Britain. It’s spring. And it’s highly likely the weather will spoil most people’s ability to watch it. But, don’t worry. If you can’t see the eclipse, just watch this rather amusing ad from 1999 instead.

Much more entertaining…

Iain G. Morrison is a senior marketer in the third sector. And loves the cake. Jaffa, or otherwise… 

#BRANDFAIL OF THE WEEK: The BBC / TopGear / Clarkson ‘Fracas’

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The BBC are having something of an annus horriblus. The mishandling of the Saville story. A hostile relationship with the ConDem administration (who seem increasingly keen on clipping their wings). I could go on. But the much covered Clarkson ‘fracas’? Well, they say a principle isn’t a principle until it costs you money. And boy, is this one costing…

Pulling two filmedTopGear episodes from global schedules (and cancelling the final episode of the season before it went production), in my view, was a huge mistake. This helped tip the media scales in Clarkson’s favour fuelling his UKIP style, me vs. them namby pamby rhetoric. It added to the growing view that the BBC is run by legions of faceless managers. The only thing missing was Ian Fletcher a la W1A popping out and giving a rambling statement on the importance of ‘values’…

Despite taking the right action in suspending him for the alleged physical abuse, they seem to be losing the media battle. Were I advising Auntie’s finest, I’d have recommended:

  • Suspending Clarkson until the ‘fracas’ could be investigated and the appropriate action taken
  • Broadcasting the two filmed episodes at home and away (most of the projected revenue losses lie in the international division and may run into tens of millions)
  • Keep that British stiff upper lip and ensure ‘the show must go on’. Film the final episode in the series with either:
    • A celebrity guest host from the world of racing (guest hosts didn’t do HIGNFY any harm after Angus Deayton’s prostitute / drug scandal back in the day)
    • Recall a former Top Gear presenter off of the 80’s. Everyone loves a little retro and it could’ve been a televisual giggle
    • Bring back a popular star in the reasonably priced car to hold the fort
    • Let the Stig step in, and give him a computerised voice (with clear distinction from a Mr. S. Hawking)
    • If he’s not off filming, let Gambon himself take the helm. His stature could carry any sinking ship. And he does have a corner in his name, after all.

Whichever presenter option they went with (and this is where they really missed a trick), milk it for all it’s worth. Given the heightened interest / hugely engaged fan base, it was a golden opportunity to feed their PR, CRM and social programmes with content as quick as they ruddy well could. With such an engaged following, irrespective of Clarkson’s perceived popularity, they could’ve used this to their advantage, regained lost ground and acted to bolster their reputation AND boost viewing figures.

Instead, they’ve let Clarkson, a petition and a hostile press continue to give them a kicking. Rather than look strong in the face of the ‘fracas’, they seem week, outmaneuvered and outgunned by the mouth almighty himself. Clarkson. That said, whilst future contract negotiations for Top Gear presenters are on hold, Clarkson would do well to remember than not all talent that leaves the Beeb’s hallowed halls do as well over on ITV, Sky or Five. At least for now, no single star is bigger than the Beeb. And on that bombshell, I’m off for a gin…

Iain G. Morrison is a senior marketer in the third sector. And thinks Snickers totally nailed it… 

#BRANDFAIL OF THE WEEK: Sainsbury’s Christmas Ad

Oh Sainsbury’s.

There is no denying, this is a beautiful piece of work. Absolutely stunning. Emotive without the need for a huge amount of dialogue. Beautifully shot. Moody. Epic in that cinema like way. Credibility lent by a charitable stamp. But…

When all those men who died on the battlefield were sold a vision of a better tomorrow, did that include blatantly using their sacrifice during the Christmas ‘supermarket wars’ to flog a few poxy crackers, prawn rings, booze,  puddings and other overpriced festive tat?

The answer to that, is no. Highly emotive it may be, but it’s also highly disrespectful and tasteless. IGM is not amused…

Iain G. Morrison is a senior marketer in the third sector. And is firmly on Team Penguin this evening… 

BRAND OF THE WEEK: Channel Four. Putin. Sochi. And a very gay mountain…

Channel four use to be edgy. Today, it’s trying too hard to be like channel 5. Programming is dumbing down. But this little beautiful dig at Putin’s lurch back to the Stone Age? Well. It’s rather kick ass…

Iain G. Morrison wishes everyone luck at the Winter Olympics…

Money Supermarket Snoop Dog ad…

This made me laugh out loud. If there was an award for the best car insurance ad of the decade, this MUST be in with a shout. Nice hashtag use on Twitter, with #moneysnoopermarket leading the charge. Pity they didn’t carry it through to the TVC though, but all in?

Sterling work….

Iain G. Morrison is not currently in the market for car insurance…

Hotels4u new campaign: Anything for you my Brummie cupcake…

I am not from that there London (although having lived here for over a decade, it would appear I’m a bona fide Londoner).

One thing that still frustrates me as a northerner, is the ongoing lack of regional accents across the media, let alone that advertising landscape. Yes, the soft Celtic tones of the Scots and Irish generally fare well. They are oft’ used for their warm, open, trusting tones. But the Brummies?

Research rarely positions their accent well domestically. And let’s be honest. This new ad campaign from Hotels4u is unlikely to do much to help that view. Yes, they were going for fun. And they’ve probably produced several ads on a very small budget, for which they should be applauded.

But is it annoying? Yes. Is it memorable? Unsure. Does it have the staying power of the annoying Insurance Opera Singer (who they seem to be doing a good job of managing through staged consumer hatred)? I doubt it. Will it work? I guess we’ll see…

But still. Anything for yaaaaaawwww coooopcayyyyke. Can’t wait to see what the Brumlanders make of it…

Iain G. Morrison is a senior marketer in the third sector. And is absolutely not anti-Brummie. bab.

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