The Dark Side of the Moon

Back from holiday, my mind’s gone completely blank. I can’t think of a thing to write.

I could do another post on the importance of differentiation to brands.

But nobody’s going to shift their ground in that battle, the lines are drawn.

I could find an obscure Physics explanation of orbits and relate it to a positioning about moving people closer to brands.

But that wouldn’t fool anyone.

I could talk about how this year’s Proms featured an evening of 70’s prog rock, showing how this is now becoming the new classical music. And it has song titles like ‘I Know What I Like (In Your Wardrobe)’.

But best to avoid sounding too old or too middle class.

In fact, I’ve just watched Steven Lacey’s presentation on the Working Class. He and his two agencies, the Outsiders and Reconstruction & Reconciliation, seem to own that corner of qualitative research between them.

Key point for me was how the driving needs of this group of 15 million people are Conformity, Security, Tradition and Benevolence.

Think Heinz, Ronseal, PG Tips, Greggs, Octopus, Specsavers, Timpson, McDonald’s, Cadbury’s, ScrewFix.

But I’d say those are mainstream brands. Isn’t targeting the Working Class a bit like targeting Gen Z?

I could think about what happened yesterday evening. Did you see it?

Maybe I could remind people about the front page of the Sun on Thursday, August 12^th 1999 that showed the total eclipse the day before.

Or how Jaffa Cakes have chosen today to resurrect their famous ‘Full Moon, Half Moon…’ line.

But I only know about both of them because someone reminded me. You’ve got to try to be original, even though we all play the same four chords.

I could kickstart a new idea I’ve had about the value of a human touch. Part hard power of brand equity, part soft power of connection.

And how its loss is the real threat of AI, despite all the many marvels. Call it Total Eclipse of the Heart.

Or how if yesterday’s sunset shows anything it’s the power of shared meaning. A moment of shared excitement that could make your brand famous.

But I got all that from a Nick Kendall post.

Or I could tie it all up with a reference to The Dark Side of the Moon by Pink Floyd.

A journey into the hidden parts of the human mind. And 50 million copies sold worldwide. There’s money in the shadow.

But there is no dark side of the Moon, really. Matter of fact it’s all dark.

I’ll try again next week.