Wednesday, March 15, 2017
The video had two Liberal MPs politely discussing Same Sex Marriage, one being for and one against, drinking light beer and the message being "keep it light".
The intent of the message (that we can disagree but remain friends) never resonated - the video was seen as Coopers taking sides in the debate. Unfortunately.
As soon as Coopers was seen as taking a side they were in trouble. Just as when you have friends at a party who don't get along, nothing good can come from taking a side.
For a consumer goods company, it rarely makes sense to enhance your appeal to segment A by grossly offending segment B. Recall the lamb ad, where the SWAT team burst into a vegan's house and destroyed his Kale dinner. The upside of a giggle from the meat eaters was not worth the pain of hurting the feelings of the vegetarians.
I repeat that I don't think Coopers was taking a side on the SSM debate but in consumer goods, a breadth of appeal is very important. And it's what people think you're doing that matters.
UPDATE: InDaily were almost true to my thoughts.
Thursday, March 9, 2017
Wednesday, March 8, 2017
If I had a choice I would choose to be rude before inconsiderate anytime.
A person who dawdles in a narrow hallway, one who stands vaguely at the buffet with 20 people behind them, or does a balance check three withdrawals and four PIN tries at an ATM. Inconsiderate. Just living life in their own bubble with no awareness (or concern) that others are trying to go about their own life as well.
And, when I loudly proclaim "coming through" or "let's go - serve up and move on", or "there are six people waiting to use this ATM can you please finish up?" I'm being rude.
There's a certain rudeness that comes from knowing what you're on about, and a different rudeness that comes when you're clueless.
The second is mostly regarded as benign - "they're harmless" - but I feel that inconsiderate people are way worse than the rude ones.
But that's probably just because I'm the cringemaster. Thanks - kids - for the title.