Monday Memo
A Byte of Knowledge
More David Ogilvy this week…
Who once said, “Tell the truth, but make the truth fascinating.”
Ogilvy believed that the best advertisements don't rely on blatant hype or puffery.
Instead, they highlight an honest selling point of the product. And then find an attention-grabbing, provocative way to communicate that truth.
The idea is to use creative storytelling, visuals, copy, and presentation that make factual information about your offer more memorable and persuasive to your customers. It’s about bringing the factual truth to life with skillful advertising.
A prime example is Volkswagen's iconic 1960s "Lemon" ad.
It featured a simple photo of a Beetle with the headline "Lemon," openly admitting the car had flaws. However, by making this vulnerability the witty focus, VW made the truth fascinating.
The ad touted the Beetle's good qualities like great workmanship. But through bold honesty conveyed in an unforgettable way. The fresh candor and human personality captivated potential customers.
Far more than any hyperbolic claims could have.
Something to Ponder
In a recent episode of the Joe Rogan Experience, Rogan and fellow comedian Andrew Schulz discussed the time Joe called out Carlos Mencia for plagiarizing other comedians' material.
At the core of this conversation lies an interesting paradox.
As Rogan put it, "The type of mindset that would make a person steal someone's bit and do it verbatim on stage is the exact opposite mindset of a creative person because you want to do the different thing."
We found this very interesting.
The true creative is driven by a desire to forge something unique...
To unearth new perspectives that no one else has explored before.
For the true creative, the pursuit goes beyond personal gain. And extends to the pursuit of finding a new perspective. And the creative willingly embraces the painstaking process of refining ideas. He knows chiseling away until that polished gem emerges is what it takes. A lifelong journey of failing, learning, and growing.
In stark contrast, those who plagiarize and steal have a mindset fixated on shortcuts and cheap imitation. While the true creative works to innovate, the plagiarist's path is one of unoriginal regurgitation - an eventual dead end.
We Asked – AI Answered
Our Question:
"There have always been rumors that Apple intentionally slows down older iPhone models before releasing new ones. Apparently, there's a term for this strategy: 'planned obsolescence.'
Can you explain exactly how it works and highlight other businesses who utilize planned obsolescence.
ChatGPT's Answer:
Planned obsolescence is a business strategy where products are designed or manufactured with an artificially limited useful life, so they will become outdated, non-functional, or unfashionable after a certain period of time.
This encourages consumers to purchase the next generation or version of the product, thereby driving repeat sales for the company.
Technological Obsolescence
Companies frequently release new versions of products with features or specifications that make previous versions seem inferior or incompatible, compelling consumers to upgrade.
Perceived Obsolescence
This involves changing the design, style, or aesthetics of a product to make it appear out of date or less desirable compared to newer models, even if they are still functional.
Functional Obsolescence:
Some products are designed to deteriorate after a certain amount of time or usage, leading to a need for replacement.
Component Obsolescence
A part of the product may become obsolete or stop working, and if the part is integral to the product's function and cannot be easily replaced or repaired, the consumer is forced to purchase a new product.
Examples of other companies employing planned obsolescence:
Philips and Osram: These companies were part of the Phoebus cartel, an alliance formed in the early 20th century that intentionally reduced the lifespan of light bulbs to around 1,000 hours to drive up sales through frequent replacements.
This cartel is often cited as one of the earliest and most clear-cut cases of planned obsolescence, manipulating product durability to enhance market demand.
HP and Canon Printers: Printer manufacturers like HP and Canon have been criticized for creating ink cartridges that stop working while still containing ink, due to chips that declare the ink to be low.
Keurig: The coffee machine manufacturer has faced criticism for designing coffee makers that use proprietary coffee pods. Older models of their machines are not compatible with newer pod formats, or vice versa, compelling customers to buy new machines to continue using available pod products.
Fast Fashion Retailers (e.g., H&M, Zara): Produce clothes that follow the latest trends but often at the expense of quality, leading to a shorter lifespan of their products.
Whirlpool and Electrolux: These appliance giants have been criticized for the perceived reduction in the lifespan of their products, such as washers and refrigerators, compared to older models that lasted longer.
Critics argue that modern appliances from these companies are designed to fail or degrade faster, necessitating more frequent replacements and thus driving consumer spending.
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Until next time!
The AI Marketers
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