A cultural anthropologist, brand planner and journalist walk into a bar. Well maybe not the journalist. The bartender says what would you like. They all three say nothing. That sounds like a bad joke but it’s the topic of this post. When you come to a people, a consumer set or news story, you should aspire to bring nothing to the table.
One thing I’ve learned about brand planning is to go all tabula rasa or clean slate on an assignment. That is, I don’t bring any preconceived ideas with me about the people, the market or the selling environment. It’s so hard.
Many years ago, I was selling ads to the CEO of AT&T Microelectronics. In his spacious Berkley Heights, NJ office, standing right by the table was a cardboard cutout of a man. A customer, he explained. To always remind him of their importance.
If I ever leave the confines of my home office for a real office the first room I build will be a white room. There will be no adornments. No pictures. No stimuli. No nothing. A white table, white chairs and white walls. This will be a collective reminder that we (client too) must come at an assignment without bias.
(At another AT&T meeting, this one at AT&T Consumer Products, I was given a tour of a room in the R&D facility that had zero echo. The floor was suspended, the walls baffled. Total sound absorption. No echo. This might be my second conference room investment. Hee hee.)
Coming to an assignment clean is critical. It maxims freshness.