Archive for December, 2011

A pleasant surprise.

Thursday, December 22nd, 2011

I have been aware of the MtBuller identity for some time but have never really taken much notice of it.

I thought it was a pleasant take on the snow crystal idea and left it at that.

Then last week, I had a eureka moment, when I discovered that the bottom part of the logo was a snow capped mountain (MtBuller)

The same thing happened a few years back when Federal Express made an image change.

I wondered what all the fuss was about, after all it was just a couple of words fused together in a rather ordinary sans serif typeface.

Then I noticed the arrow between the ‘E’ and the ‘x’ in Express.

It these little extras that make a good design and help both the logo and the brand to be remembered.

It’s also the consumer’s reward for taking notice and my surprise at being so unobservant.

When I’m sixty-four.

Thursday, December 8th, 2011

When Sgt. Pepper’s Lonely Hearts Club Band was released in 1967, I rushed out to get the album.

I still have it.

One of the songs that intrigued me most was When I’m Sixty-Four, by Paul McCartney. I was interested in it, not for the lyrics or the music, but the idea that anyone could be that old.

Even my father wasn’t 64.

Looking back on the words, it’s easy to see that they were written in a very different time to now.

A time before Email, Twitter, Facebook and Flickr.

A time before iPhones, iPads and MacBooks.

Hell, even a time before Apple.

When I get older losing my hair,

Many years from now,

Will you still be sending me a valentine

Birthday greetings bottle of wine?

If I’d been out till quarter to three

Would you lock the door,

Will you still need me, will you still feed me,

When I’m sixty-four?

oo oo oo oo oo oo oo oooo

You’ll be older too, (ah ah ah ah ah)

And if you say the word,

I could stay with you.

I could be handy mending a fuse

When your lights have gone.

You can knit a sweater by the fireside

Sunday mornings go for a ride.

Doing the garden, digging the weeds,

Who could ask for more?

Will you still need me, will you still feed me,

When I’m sixty-four?

Every summer we can rent a cottage

In the Isle of Wight, if it’s not too dear

We shall scrimp and save

Grandchildren on your knee

Vera, Chuck, and Dave

Send me a postcard, drop me a line,

Stating point of view.

Indicate precisely what you mean to say

Yours sincerely, Wasting Away.

Give me your answer, fill in a form

Mine for evermore

Will you still need me, will you still feed me,

When I’m sixty-four?


When I’m Sixty-Four was recorded in December 1966.

I Was Only Nineteen, but that’s another song.

Insights not platitudes.

Thursday, December 1st, 2011

‘It’s all about you’ is the current positioning line for the Mazda CX9.

However it seems that this is a catch cry of a selfish, self-centered generation, rather than a line for a specific product.

It’s an attitude rather than an insight.

This same line is the title of a song from McFly and the Albanian singer Juliana Pasha. The line is also used for a diverse range of other products and causes, like: How To Get (and Keep) A Wonderful Man, The Centre for Complementary Health, Binge Drinking, Melbourne University Credit Union, a Day Spa and even, but not surprisingly, Jesus.

The result is that this line will roll of people’s consciousness like eggs off a Teflon fry pan.

‘Enjoy Christmas. Shop early’ is EBay’s line and like all good ones it’s based on a human truth.

For many people the stress of Christmas shopping can ruin the occasion. If you get it out of the way early, as EBay suggests, you will have more time to enjoy the event.

A good line needs to do more than just hold a mirror up to the consumer; it needs to connect with them.

Many ‘experts’ praise Social Media because it has the ability to create a two-way conversation with the user.

A good positioning line can do that, and more, because it demonstrates that the brand has insight into the needs of the consumer.

And like the EBay line it makes you stop, think and subconsciously nod in agreement.

After all, it’s all about you.

'Its all about you' by Tony Murphy