🍱 It ain't about your mum; Ask better questions; Crosstraining for the neurotypical brain

Mama said you can't buy me love

Hello and welcome back to The Marketing Kable, where I'm taking you along on my journey to discover ideas, voices and campaigns that can inspire us.

something to watch

Reality bites. It was Mother's Day on the 14th of this month, which obviously means there were a LOT of soppy commercials glorifying motherhood (ugh), like this one by Amazon.

This Amazon video uses the same old tropes and stereotypes to depict mother figures whose only goal and obsession is to engage with their kids, who aren't very interested at first but then some nostalgic tickling gets them all emotional and mother and child bond once again (and the mother CRIES. Like, please stop).

Another one by Mahindra, titled 'Rethink the Bias',  claims to be a social experiment and in my opinion. It's very reminiscent of the Imagine campaign and definitely does a better job than Amazon. It begins with an unseen interviewer picking random youngsters from the streets and asking them stuff like "If you wanted to buy a car, who would you consult with", and "If you had a cool app idea, who would you discuss it with?" Their answers range from "dad" to "friends" to "cousin", but they never choose their mother to discuss technology.

When the interviewer asks them why not, they say their mothers wouldn't understand these topics. Immediately afterwards, the screen freezes, and we see pictures of engineers and scientists from Mahindra who happen to be mothers and have also built advanced technological products like electric cars and virtual banks.

I liked it because the ad doesn't go overboard with drama - they kept it simple, and they put a human face on things that usually appear to us as detached from human labour.

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something to read

Herbie went bananas. "What car would your brand be if it was a car..?"

First of all, I don't know enough about cars to answer that question with any iota of correctness. Secondly, Brand Counsel Michel Hogan is sick of questions like this. In her blog post, she talks about how those superficial branding exercises are a waste of time.

Michel emphasizes the importance of asking better questions that actually matter. It's all about connecting our values with the people who genuinely care about them and aligning our words with our actions. They encourage us to demand better questions from our branding partners and gain clarity about our organization.

Let's try it out:

If you're running a brand that sells personalized healthy treats for pets (we'll call it "Pawsome Patisserie"), here's how you can put the lessons from this blog post into action:

1. Ask the right questions: Instead of just guessing what pet owners want, ask them meaningful questions. Find out about their pets' specific dietary needs, any health concerns, and what they value when it comes to pet nutrition.

2. Connect with your customers: Once you understand what pet owners care about, make sure your treats align with their values. If they want natural and organic ingredients, highlight that your treats are made with high-quality, organic stuff.

3. Walk the talk: Don't just say your treats are healthy—make sure they actually are. Be transparent about your ingredients, how you make the treats, and any quality standards you follow.

4. Keep your promises: Identify the promises you want to make to pet owners, like providing nutritious and tasty treats tailored to their pets' needs. Then, make sure you consistently deliver on those promises to build trust.

5. Tailor your treats: Use the insights from your questions to create customized treats that cater to specific dietary requirements or preferences. Whether it's grain-free, limited ingredients, or allergy-friendly options, offer treats that fit your customers' needs.

6. Show what makes you special: Answering questions about what you care about, believe in, and do will help you define your brand. Make sure to communicate this uniqueness through your marketing materials, packaging, and how you interact with customers

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something to listen to

Why fit in? I was born to stand out. I recently got diagnosed with Adult ADHD, which means I FINALLY know why I can't finish tasks in one go, why I keep going down random rabbit holes on the internet and fidget away when I need to sit still. This diagnosis was a game-changer, seriously.

Now I know why all those 'productivity hacks' didn't work for me for a legitimate reason (and not because "I suck at everything"): they aren't built for people with brains like mine. So where should we go? What kind of approaches and methods DO work for us?

I've been on the hunt for resources, and I'm sharing one of my finds today. It's a TED Talk by author Tim Harford, where he talks about "cross-training" the mind.

You don't have to have ADHD to find this useful. Here are my biggest takeaways:

1. Take it slow: Instead of rushing through tasks, try multitasking in a more relaxed way. Take on multiple projects at once and switch between them as needed. This helps you explore different ideas and make connections between them. 

2. Learn from other fields: Don't limit yourself to just one area. Like athletes who train in various sports, you can improve your creative skills by diving into different disciplines. For instance, studying art could help you develop better diagnostic skills in medicine (proven by medical students who took art classes on the side). By exploring diverse knowledge and experiences, you'll gain fresh perspectives and innovative approaches that'll enhance your creativity.

3. Stay organized: Managing multiple projects can be a challenge. That's where a simple trick from Twyla Tharp comes in handy. Assign a separate cardboard box (I ADORE this idea, brb going to look for cardboard boxes in the recycle bin) or digital folder to each project and gather relevant materials that inspire you, like books or articles. This way, you won't lose any brilliant ideas due to disorganization. Keeping things neat and accessible helps you stay focused and make progress without feeling overwhelmed.

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