Posts tagged ‘Stefan Engeseth’


Social media: not the evolution you might have expected

01.02.2018

I’m getting a buzz seeing how little I update social media now. Around February 2016 I began updating Tumblr far less; I’ve gone from dozens of posts per month to four in December 2017 and seven in January 2018. (Here’s my Tumblr archive.) Facebook, as many of you know, is a thing of the past for me (as far as my personal wall is concerned), though that was helped along by Facebook itself. However, I’m still a pretty heavy Instagram user, and I continue to Tweet—though with Twitter’s analytics telling you how much you’re up or down over the previous month, it might be a challenge to see if I can get that down by 100 per cent next. (It won’t happen any time soon, but if Twitter continues on its current path over its policies, it might come sooner rather than later.)
   I’m wondering if the next badge of honour is how much you can de-socialize yourself, and for those of us with web presences (such as this blog), bringing traffic to your own spaces. Why? It’s all about credibility and authenticity. And I’m not sure if the fleeting nature of social media provides them, at least not for me.
   Now in an age where so many are trying to be an “influencer”, then wouldn’t we expect the tide to turn against the shallow, fleeting posters in favour of something deeper and more considered? After all, marketing seeks authenticity—it has for a long time. What is authentic about a social media influencer who changes clothes multiple times a day out of obligation to sponsors? Even if they reach millions, did it really connect with audiences on a deeper level or did it simply seem forced?
   I can understand how, initially, social media were real connectors, allowing people to connect one on one and have a conversation. It seemed logical that marketing would head that way, going from one-to-many, to something more personalized, then (as Stefan Engeseth has posited for a long time) to one where brand and audience were on the same side, trying to find shared values (let’s call it ‘oneness’). At a time social media looked like it would help things along. But has it really? Influencers are less interested in being on the same side than being on the other side, in an adaptation of the one-to-many model. It’s just that that model itself has become democratized, so a single person has the means of reaching millions without a traditional intermediary (e.g. the media). There’s nothing really wrong with that, as long as we see it for what it is: a communications’ channel. Nothing new there.
   Some are doing it right in pursuing oneness with their audiences by posting just on a single topic, updating honestly about their everyday lives—my good friend Summer Rayne Oakes comes to mind with her Homestead Brooklyn account, and has stayed on-message with what she stands for and her message for over a decade. Within the world of Instagram, this is a “deeper” level, sharing values in an effort to connect and be on the same side as her audience. However, she isn’t solely using Instagram; other media back her up. Hers is a fantastic example of how to market and influence in the context I’m describing, so there is still a point to these social media services. But for every Summer Rayne there are many, many who are gathering attention for no values that I can fathom—it has all been about the numbers of followers and looking attractive.
   I haven’t a problem with their choice—it is their space, after all—but we shouldn’t pretend that these are media that have allowed more authentic conversations to take place. Marketers should know this. These messages aren’t customized or personalized. Algorithms will rank them so audiences get a positive hit that their own preferences are being validated, just like any internet medium that places us in bubbles. The authenticity is relative: because no party has come between the communicator and the audience, then it’s unfiltered, and in that respect it’s first-hand versus second-hand. But how many times was that message rehearsed? How many photos were taken before that one was selected? It’s “unreality”.
   There are so many such social media presences now, and crowded media are not places where people can have a decent connection with audiences. Some with millions of users—I’m thinking of young models—might not even be reaching the target audience that companies expected of them. Is what they wear really going to be relevant to someone of the opposite sex browsing for eye candy? That isn’t a genuine conversation.
   Don’t look to my Instagram for any clues, either—I use it for leisure and not for marketing. I don’t have the ambition of being a social media influencer: I’m happy with what I do have to get my viewpoints across.
   And I don’t know what’s next. I see social media decentralizing and people taking charge of their privacy more, even if most people are happy to have the authorities snoop on their conversations. Mastodon has been pretty good so far, because it hasn’t attracted everyone. The few who are there are having respectful conversations, even if posts aren’t reaching the numbers they might on Twitter, and mutual respect can lead to authenticity. If, as a marketer, that’s not what you seek, that’s fine: there are plenty of accounts operating on audience numbers but not genuine conversations—as long as you know what you’re getting into. But I believe marketing, and in particular branding, should form real relationships and dialogue. Not every life is the fantasy shown in social media—we know that that’s not possible. One politician has coined the term ‘fake news’; and social media have “fake lives”, in amongst all the bots.
   If these media become known for shallow connections “by the numbers”, then even those doing it right, forming those genuine conversations, may be compelled to move on, or at least value the social media services less because of what their brands stand for. Email is a great medium still, and you can still have great conversations on it, but email marketing isn’t as “sexy” as it was in the mid-1990s, because there’s more spam than legit messages. It takes skill to use it well and to build up a proper, consented email list. Social media are getting to a point where some big-number accounts are associated with shallowness, and the companies themselves (e.g. Facebook and Twitter) have policies and conduct that have the potential to taint our own brands.
   In 2018, as at any other time, doing something well takes hard work. There is no magic medium.

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Posted in branding, business, culture, internet, marketing, media, technology, USA | No Comments »


Stefan Engeseth’s Sharkonomics out in China with a new edition

11.12.2017

My good friend Stefan Engeseth’s Sharkonomics hit China a year ago, and it’s been so successful that the second edition is now out. It looks smarter, too, with its red cover, and I’m sure Chinese readers will get a decent taste of Stefan’s writing style, humour and thinking.
   I even hope this will pave the way for translations of his earlier works, especially Detective Marketing and One: a Consumer Revolution for Business (the latter still remains my favourite of his marketing titles).
   I’ve written a brief quote for Sharkonomics and the publisher (with some nudging from Stefan) has taken the time to make sure my Chinese name is accurately recorded, rather than a phonetic translation of my Anglo transliteration, which, of course, then wouldn’t be my name.
   Stefan’s inventive and innovative thinking might seem left-field sometimes, till some years pass and people realize he was right all along. Take, for example, Google wanting to build a high-tech neighbourhood in downtown Toronto, announced in October. Notwithstanding the hassles Google has created on its own turf in Silicon Valley, it’s the sort of project we might expect from the giant now. But would we have expected it in 2007? Probably not, except Stefan did.
   In 2007 (though he actually first floated the idea a year earlier), Stefan blogged about his idea for Google Downtown—why not make real what Google Earth does virtually? Why not shop at places that already know all your personal preferences, if that’s where things are heading? The town would have free wifi and you’d be paying for it with ‘your self’ (the space, I’m sure, was intentional). In 2008, 500 people heard his plans at a conference and laughed. The following year, he met Eric Schmidt and mentioned it to him. Eric paused and didn’t laugh—and maybe the idea sunk in.
   It’s not the first time Stefan has hatched an idea and it gained legs, from Coca-Cola delivering its product through taps to Ikea making flat-pack fashion—both have wound up being done, though the latter not quite in the way Stefan envisaged.

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Posted in business, China, marketing, Sweden | 1 Comment »


A triumphant Olympics was helped by a well organized Olympic Delivery Authority—lessons for business

12.08.2012

I’m glad to see that the third Foundation Forum’s notes (originally sent to me by Medinge life member Patrick Harris) are now public, which means I can refer to them. The latest one is on the Olympics, at a forum held in June, where the speakers were Olympic medallist Steve Williams, Dr Pete Bonfield, CEO of BRE, and Simon Scott, a former Royal Marine who coaches and advises Olympians and business leaders.
   The triumph of the Olympic Delivery Authority (ODA) was delivering us a successful Games, which illustrated how an organization of 20 ramped up to 10,000, while maintaining an innovative culture and an ideal of collective purpose. An organization that could have been hampered by politics—as the satire Twenty Twelve showed could be possible—and actually achieved its goals at £500 million under its £9,000 million budget.
   Its lessons are relevant to New Zealand, not just because we are a sporting nation whose teams have succeeded because of collective purpose, but that they remind us that it’s possible to take these ideas into business and even politics. Simon Caulkin at the Foundation summarized the main points as follows:

  • Whether on the track or in the office, Olympic performance requires a whole systems approach in which all the parts are focused on a clear and single aim
  • With science and determination, nurture can trump nature: only ‘deliberate practice’ can hone raw material into sustained performance, as in the Marines
  • What goes on ‘outside the boat’ is as important as what goes on inside. Values are part of performance

but one might go a bit further. The Foundation expands upon them, but what I take away from the session’s notes are:

  • with the right leadership, and a strategy shared at every level, Olympian tasks can be achieved—but it shows that that leadership needs to have the right attitude, charisma and empathy to understand how to make it beneficial to all parties, and all audiences;
  • in sport, that collective purpose is easier to define; in business and in politics, it’s not. The trick is to put everyone on the same side—the One-ness that Stefan Engeseth wrote about in his book and which I cite regularly in my speeches and in my consulting work—so that a business, organizational or political objective is felt strongly by all;
  • that realistic milestones need to be set—which goes without saying in management;
  • and that the vision must be meaningful to all audiences, internal and external—the importance of “outside the boat”.

   The London Games have been a success so far, and the next major event for the general public will be the closing ceremony. While my wish that a Benny Hill tribute with ‘Yakety Sax’ played to complete the London Games with an appropriate level of British culture might not be realized, I have faith in how it will be pulled off. The right ingredients seem to be present in the ODA, and I’m confident that the Organising Committee was similarly inspired.

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Posted in business, culture, leadership, New Zealand, politics, UK | 3 Comments »


Stefan Engeseth’s next book, Sharkonomics: in business, what can we learn from sharks and their survival?

22.02.2012

When I talked about Nicholas Ind’s book, Meaning at Work, a few weeks ago, I said there were two titles that I wanted to mention.
   The second is by my friend Stefan Engeseth, who has followed up some very innovative titles—Detective Marketing, One and The Fall of PR and the Rise of Advertising—with Sharkonomics.
   The premise is simple: how have sharks survived millions of years, and can we learn any lessons from them for business?
   I’ve been involved with Sharkonomics since Stefan pitched the idea, and I’ve had word of him heading down to South Africa to dive with the beasts.
   I’ve dived with them, too, many years ago, except mine weren’t as treacherous as the ones he confronted.
   A few of us, in endorsing his book, couldn’t help but use a bunch of shark puns. Don’t let them put you off.
   He wants to get further word out and the first 100 people to do so will get the book for free (details here). You can read a brief summary about it here. It’s published by Marshall Cavendish, the people who published One. Also head to Sharkonomics’ Facebook page—there’ll be more information on the upcoming launches and some of the great ideas Stefan has planned for them.

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Posted in business, marketing, Sweden | 3 Comments »


Stefan Engeseth hits 1,000 posts on Detective Marketing blog

21.04.2011

Stefan Engeseth and Jack Yan
Martin Lindeskog

Congratulations to my good friend Stefan Engeseth on reaching 1,000 posts on his blog today!
   It’s even more of a milestone when you realize Stefan is not blogging in his native tongue. Add to that the fact that he suffers from dyslexia.
   But we follow his blog because we admire several qualities about him: his willingness to examine new ideas; his open-mindedness; and his love of learning, and sharing that knowledge with us all.
   You can add one more in my case: because he’s one of my closest friends and one of the most decent and generous human beings I have ever met.

Happy Easter, everyone!

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Posted in branding, business, internet, leadership, marketing, publishing, Sweden | 4 Comments »


Wikileaks’ brand of transparency is the enemy of the establishment

10.12.2010

There are probably two things, chiefly, that fuel support for Julian Assange.
   First, the idea that the mainstream media are not independent, but merely mouthpieces for the establishment. There’s some truth to this.
   Secondly, the fact that Wikileaks is revealing, this time, things that we already knew: that governments are two-faced.
   While I have posted my reservations about Wikileaks elsewhere, the latest news—that the US and Red China collaborated on ensuring that COP15 would fail—shows that governments are quite happy to follow the money, and be complicit with corporations who wish to continue polluting.
   Creating transparency—something I harped on about since joining the Medinge Group and writing in Beyond Branding with my colleagues—is something I believe in, so knocking down a few walls and having certain suspicions confirmed are good things.
   In the 2000s, the processes in our systems revealed that the Emperor had no clothes over at Enron—which prompted, in some respects, Beyond Branding—and, more recently, that the sub-prime mortgage market was a crock.
   Maybe it is about time that the processes revealed a few truths about government, and the very reasons so many of us mistrust them, or give politicians such a low rating in surveys.
   The fact that despite the democratic ideal, many are not working for us.
   On the 8th, Stefan Engeseth cheekily suggested on his blog that Wikileaks should be awarded the Nobel Peace Prize. Yesterday, Russia suggested that Julian Assange could receive its nomination.
   Although Russia itself has come under fire, it rather likes having the two-faced nature of NATO confirmed by Wikileaks: on the one hand, saying that Russia is a strategic partner, while on the other, planning to defend the Baltic states and Poland from a Russian attack.
   A Peace Prize for a website or a founder who put certain anti-Taliban informants at risk would not get my vote, but the underlying sentiment of no more secrets does.
   The sad thing is that it might not, single-handedly, usher in an era where governments level with us more—but it is one of many moves that might.
   I say this as the establishment, including financial institutions, closes in on the website. As pointed out to me by Daniel Spector, PayPal and Mastercard are quite happy to accept your donations to the Ku Klux Klan, but will decline those to Wikileaks.

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Posted in business, culture, leadership, media, politics, social responsibility, technology, USA | 3 Comments »


Stutterheim marks the Swedish mood

21.11.2010

Stutterheim Raincoats

Sent to me by Stefan Engeseth, Stutterheim Raincoats‘ website conveys a very Swedish feel, touching on one of the emotions we don’t always associate with Sweden: melancholy during the winter. The copy on the site even says, ‘Let’s embrace Swedish melancholy.’
   With emotive photographs and a very Swedish soundtrack, it helps create an atmosphere as well as differentiation for the brand.
   The website also stresses the made-in-Sweden aspect of the Stutterheim range, as well as its home in the town of Borås, well known for fashion design, textiles, and fashion manufacture.
   The country-of-origin aspect is important not just to the export markets (to whom the site must partly be aimed, given its use of English—although 90 per cent of Swedes speak the language) but to the domestic one. With the reforms of Moderaterna (conservatives) over the last half-decade, there has inevitably been more imports into the country. I wouldn’t be surprised if an increasing number of Swedes will now, specifically, seek out locally manufactured goods today as a reaction to the market-driven theories of Fredrik Reinfeldt and co.

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Posted in branding, business, culture, marketing, politics, Sweden | 1 Comment »


Metro gives thumbs-up to Stefan Engeseth’s Unplugged Speeches

21.03.2010

This is rather heartening to see, from the Metro freebie in Stockholm (the below is copied from the online edition):

Metro

   What’s in: Stefan Engeseth’s Unplugged Speeches series at the Regina Stockholms Operamathus (where yours truly gave the first edition).
   What’s out: the growing mounds of paper (rather appropriate in an eco-conscious nation).
   I hear his second edition, with Dr Farida Rasulzada, was a huge success as well. My wholehearted congratulations to Stefan for an excellent concept.

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Posted in business, culture, leadership, marketing, media, Sweden | 1 Comment »


Do schools kill creativity?

07.03.2010

Stefan Engeseth pasted this to his blog over the weekend, and it’s one of the best TED talks. As Stefan has investigated child behaviour himself, I can see the relevance. But even for the rest of us, it’s a thoroughly entertaining talk by Sir Ken Robinson in 2006 that has some wonderful touchpoints—and humour. It’s very apt when Sir Ken discusses the foundations of the educational system in the Industrial Revolution, and how we still make judgements based on its values.

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Posted in culture, leadership, USA | 3 Comments »


Trading identities in the personal branding space

05.03.2010

The day the current mayor, Kerry Prendergast, announced her intention to stand for a fourth term, I was asked by a few media colleagues what I thought. The wittiest reply I gave to Salient, as it was an email interview, and I seem to be cheekier in writing than I am in speaking. I won’t spoil it yet, but let’s just say one learns an awful lot from television.
   This morning was a very good start to the day, giving a guest lecture at my Alma Mater, Victoria University, thanks to my friend Helen Baxter, who has begun teaching there. In fact, I taught out of the same building in 2000 when the campus was shared with Massey University, and the A on the front was not mounted backwards (typography students must have taken note by now).
   One thing I hit upon, and I don’t think I have shared with readers, is the concept of personal branding taking on corporate behaviours. We know that corporations and countries have been swapping roles a bit in the 1990s (Wally Olins wrote a book on it, called Trading Identities), but I don’t think it has been properly addressed at the personal sphere (corrections welcome).
   We have corporations trying to look mean and responsive, and speak with a personal voice—the One principles that Stefan Engeseth has talked about, and the idea of one-to-one from Christian Grönroos. They are trying to look like individuals, so the person in charge of the Tweetstream is the “voice” of the organization.
   Meanwhile, people are becoming aware of branding themselves, of differentiating who they are, and finding the right things to align with in order to make themselves employable. Of course, such efforts must still remain authentic, as we can see through the spin, but it would not surprise me if the nascent ideas of personal branding in the 1990s become formalized in to whole courses on personal brand management.
   I refer not just to styling, of course, but making sure embarrassing stuff is taken off Facebook (I believe my words were along the lines of, ‘By all means, party and show you’re human. But photos of you doing a powerchuck: maybe not’), of figuring out what your vision is from a very early stage, of engaging with your audiences, and, if I may be so bold, living your brand as part of living your life.
   The cynic in me recognizes that last phrase sounds dodgy because it cheapens the whole experience of life into a brand event, which is not precisely what I mean. But it is important to have some idea of a personal direction in mind and doing things that are compatible with that. This is, in some respects, no different to some of the self-help claptrap out there, explained in corporate branding language as opposed to spiritual fulfilment.
   However, it’s not altogether a bad way to think. I’m willing to bet some of us have done exactly this, perhaps unconsciously or informally. We all have some purpose, some raison d’être, and whether we like thinking about it in branding terms or some other method is up to us. Brand, at least, provides a framework and some boxes to tick, and if they help people get a personal advantage and get the job of their dreams, then why not?
   Note to self: Keeley Hawes jokes work a lot better with heaps of Brits or Anglophiles in the room.

PS.: I got one post-lecture question, to which the answer is: yes, I am the guy opposing the liquor ban.—JY

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Posted in branding, business, humour, marketing, New Zealand, politics, Sweden, UK, Wellington | No Comments »