Lincoln bought the emperor’s new clothes.
This ad appeared in the February 2017 Fast Company magazine (in a very high-priced spot — the inside front cover). Lincoln paid a massive amount of money for the ad series, shot by renowned photographer Annie Leibovitz.
Agency Hudson Rouge made out like a bandit.
But Lincoln did not think about their real audience. Showing a 20-something person behind the wheel of a $60,000-ish luxury car, newly-minted from a marque typically bought by people above 60, will not make 20-something people want to buy one. Nor will it make 60-year olds who want to be 20-something want to buy one.
No matter how much the critics like the car.
Yes, it would have been appropriate for Lincoln to push the envelope in their marketing — but not so far.
Maybe they should have put kids under 10 behind the wheel — that audience will need to buy cars, eventually.
Many of us are still trying to figure out how Mr. Trump won. Whether or not you like him and what he represents — or the Democratic party and what they represent — one thing is certain — we do not know what tomorrow brings.
Alfa Romeo is trying to make inroads onto our roads. The Giulia Quadrifoglio is a beautiful high-performance four-door sedan. Car critics are praising it from their rooftops.
But American has largely abandoned the four-door sedan. As you know, crossovers (suburbia-biased SUVs) have taken over.
Conventional wisdom from car manufacturers dictates introducing a flagship top-of-the-line vehicle to generate excitement in America about other vehicles they have to offer.
I would like to respectfully disagree with that wisdom.
They should have launched an affordable but exciting small crossover. They will sell a crossover — the Stelvio. But it is priced in a similar range as the Quadrifoglio (more than $70,000) — out of the range of most Americans.
Start at the bottom and work your way up. It worked for Mr. Trump.
Photo courtesy of Alfa Romeo UK — and used without permission. (If you live in the UK, go out and buy a Quadrifoglio now, and they will be happy.)
Choice is great. But if there are too many choices, getting to our destination takes longer.
Variety is the spice of life. But too much variety can force a fight with indecision.
I am very decisive and always have been. But sometimes, the sheer volume of choices is overwhelming.
And the mood I’m in makes a vast difference — if I am tired, I don’t want a lot of choices. Since I’m a morning person, facing a lot of choices in the morning is a much better experience than staring down a wall of choices at the end of a long day of work.
I’d love to start a chain of small stores that only have a few high-quality reasonably-priced items in each category. (Investors, give me a shout!)
Beautiful expensive pens.
The Wall Street Journal often features luxury items that are out of the range of all but the upper .001%. The New Status Symbol? Think Ink featured Marc Newson Pens by Hermès for a mere $1,670 and the $400 El Casco Stapler.
Since I love pens, I read the article with gusto. I am not attracted to hand-made solid gold fountain pens, but I do appreciate fine art.
Besides digging into the hardware, the writers also delved a bit into why writing a message by hand is more meaningful than typing off an email.
The article includes an interview with Tom Dixon, whose London-based furniture, lighting and interior design firm also sells fine pens and pencils. I disagreed with part of his thought in reference to those who handwrite, “Maybe superior communication is a more thoughtfully, artfully and carefully constructed message.”
When I write a personal email, I spend time going back and editing the content, such that my final thought truly says what I mean.
I do love writing letters by hand. My brother, who lives in Texas, is the recipient of the bulk of my handwriting.
As he could attest, few of those letters contain anything of great significance. But I enjoy the experience of dragging a smooth ballpoint across the back of a scrap letter-sized piece of paper. The resulting letters are more me than Helvetica or Myriad.
Sugar has been linked to diabetes and obesity, over and over. And yet we love it. I say, “we,” because I love a good chocolate bar or delicious cookie as much as anyone.
The Christmas holiday season (or Kwanzaa, if that’s your holiday) is filled with opportunities to enjoy all manner of sugary delights. At my office, a visit to the communal break room table provides many joy-filled moments throughout the month of December. Vendors gift us with a constant flow of fun treats.
It’s very hard to stop indulging.
But there is one thing I’ve found that cuts at least a little bit of sugar from my diet… no more juice at breakfast.
Instead, I drink ice water.
At first, I really missed my glass of orange juice. But after only a week, the pain was completely gone. Now water provides a refreshing contrast to my bowl of cereal with milk.
Give it a try! Before you say, “Forget this, I’m going back to juice,” do it for a week or two to see if you can break the juice habit.
A final benefit to this change is that it will save your budget a bit of change.
“Gray accent leather on the doors and the top of the instrument panel is called Porpoise, but, like other hides, it comes from land animals and not sea creatures” — from a Car and Driver article about the Bentley Continental GT V-8 S.
Why is it that the thought of someone killing porpoises for our use is more repellant than the thought of someone killing cows for our use?
When I was a kid, Flipper was a TV show about a friendly sea creature that came to the rescue of different people every week. Think Lassie in the sea.
I don’t know of any TV shows about friendly cows.
The quote about Bentley’s choice of an upholstery name made me think of the whole veganism culture and philosophies — one end of the animal rights spectrum. Porpoise killers might be the other end of the spectrum.
And then I thought of my friend who is a cattle rancher in Oklahoma. She loves her cows more than just about anybody I know. And yet she sells them to be slaughtered.
I don’t know how to reconcile all these things.
- The photo is courtesy of the Bentley website and is used without permission.
- If there are any modern TV shows starring animals, I wouldn’t know them, since I watch very little mainstream TV.
We all love to make assumptions.
When we are at a busy intersection and see someone holding a sign asking for money, we assume they lack employment and a solid place to live.
When we see an older person in a car going 20 m.p.h. below the speed limit, we assume they are challenged in all that by takes to manage a 4,000-pound vehicle.
When we hear someone singing next to us and they can’t carry a tune, we assume — well, what do we assume?
I can definitely carry a tune — I’m close to having perfect pitch. However, I cannot carry a beat, for the life of me.
One of the most challenging aspects of living in Africa for five years was dancing in church. (Dancing is part of worship in Kenya, at least in many of the churches we attended.)
Since I can’t carry a beat, I can’t dance. I can’t clap and sing at the same time.
So the Rhythm Discovery Center is not the place for me. And I disagree — not everyone has rhythm.
Any kind of growth for a company or large body of people happens because of culture change. It takes a healthy dose of optimism to start a culture change.
Take MyAir Mask. I stumbled across an ad for surgical masks with printed designs in New York magazine. Their manufacturer would love it if these masks could become part of America’s publicly acceptable sense of style.
The ad touted the masks’ many benefits, including preventing a loss of moisture that is supposed to lessen jet lag. And there is the obvious benefit of preventing airborne infection.
But I just don’t see the USA adopting this sensible fashion accessory.
Though wearing face masks in public is very acceptable in China, Americans are too conscious of wanting to be seen and not have their smiles hidden, even if it means an increased risk of getting a cold.
My optimism would not stretch as far as taking that company on as a client. Would yours?