Consumers are obese, but not in the way you might think. They're over-served and over-branded. They're stuffed to the gills with logos.
The average U.S. supermarket, one right down the road from you, sells as many as 50,000 products. There are 16 varieties of Tropicana Pure Premium juices alone, for example, and PepsiCo will probably up it to 30 before long. That's over-service. We don't need it.
Ones and zeroes gush like Grade A Crude not just from our electronics, but out of our ears and pores and split ends. Yet the more information there is, the less informed we seem to feel.
We race to keep up with the news, the news about the news, the feeds, the tweets, the posts, the inbox. But instead of feeling masterful, all-knowing, there's a dream-like fear that however fast we run, we're going to miss that surely-you-knew bullet train, only to be left babbling incoherently on a suddenly-deserted platform.
You hear the word "narrative " a lot these days. Election narrative, party narrative, political narrative. Narrative Medicine, Narrative Law, Narrative Psychology. The list goes on -- just Google it.
Then there's the Corporate Narrative, a Mississippi river of company narratives. It used to be called marketing, but these days we, the people with the dollar to spend, have gotten cranky about being treated like cattle. Now we're looking for personal relationships -- dialogue, shared experience, a bedtime story. We want Match.com, only with brands.
While he didn't know it at the time, Graham Button hit a significant career turning point the day that Grey Worldwide won the Frontier Airlines account. In the course of working with the airline, Button, the ad agency's creative director, became friends with Jim Adler, founder of the strategic consulting group Genesis Inc, and the guy behind Frontier's unique livery, which features bears, elk, and little wolf cubs.