This past weekend I drove from Saint Louis to Oklahoma City on the original Route 66 – “The Mother Road.” A friend of mine wanted to attend a meetup of Saab owners using the classic highway, so I road shotgun to provide company and observe what remains of the roadway that was the primary route between Chicago and Los Angeles from 1926 to 1960. In the end, I really wanted a lot of housepaint and a crew of painters.

Let me explain.

As you come out of Springfield. Missouri you eschew the popular I-44 and ignore the redirected U.S. Route 66, turning down some back roads to arrive at the real Route 66. This is the view from 1940, photographed this weekend:

A view of the Mother Road, Route 66

I can only imagine that this was the view that your grandfather had as he made the classic journey Westward: cement concrete roads, barely two-lane, isolated services, generally unspoiled landscapes, the road wandering off into the promise of America. Also: gas for twelve cents a gallon! This is the Route 66 of the Nat King Cole song – a long and winding road that goes through a bunch of beautiful, thriving communities on the way to California. It goes through Saint Louie – Joplin, Missouri, Oklahoma City – criss-crossing through Galena, Kansas, Catoosa, Oklahoma and many other communities whose names are obscured to all but the locals.

In 2013, this road does indeed wander off into the promise of America, but that promise has been broken. When the Eisenhower Interstate System was completed in the 1960s, the endless flow of motorists opted for wider, faster roads that did not bother stopping for every little town. As information technology and biotech has advanced, centralized farming has either moved farming under giant corporate holding companies, or to new places all together, such as California and points west. Light manufacturing has gone to points far east. As such, the view of most of the small communities on Old Route 66, is more like this:

Abandoned-midwestern-town

I’m going to spare you the photos of the endless array of trailers and makeshift houses along the way, linked only by the cracked and weed-ridden concrete of the old Mother Road, left to rot. This, too, is America in 2013, and if you extrapolate the trend into the future, it leads straight into a vision of dystopia.

My mind wandered to all of the various wars and bailouts that have consumed this nation’s blood and treasure. Since 2001 there have been those two wars in far off lands, followed by a decade of nation building. Later, after a senseless deregulation of the banking industry we sent endless rivers of printed cash flowing into the coffers of the banks whose recklessness nearly set the world ablaze. We guaranteed the survival of General Motors, AIG, Fannie and Freddie. The total cost for these policies: trillions of dollars.

All I want is some paint.

I see the men, women and children scraping around the remnants of these once-thriving American communities, and I wonder how they can keep their head up, walking by abandoned downtown building after burned out house after dilapidated mobile home park. Our national government jumps at the chance of keeping car companies and banks from suffering the consequences of their mismanagement, and meanwhile, vast swaths of the United States are left to rot. We pour out our treasury to rebuild Iraq and Afghanistan, and turn a blind eye to the Heartland.

We could have, during this interminable series of bailouts, set aside one billion dollars for a paint job. Imagine the collective impact of repainting downtowns in bright fresh colors. Think of the people of these communities, once the backbone of our nation, told by the rest of us – you are not forgotten. Consider the difference in a young person between growing up in a place rotting off the bone versus one in a town that is still honored.

One billion dollars- that’s a fraction of what we spend on the drug war, interest on the debt, policing the hills of some country that Americans can’t identify on a map anyhow. Senators spend one billion dollars before you have had your morning coffee.

Imagine what it would mean to these people.

Imagine what it means to have pride.

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When my friend Doug Stephens, retail futurist par excellence with a great new book out, told me about this, I almost thought that it was satire of the marketing profession. And yet, it’s a real thing – selling candy through the lens of the gay rights movement - and a signpost that tells us about the future of branding.

In an effort to make the “Mike & Ike’s” brand of candy relevant to young adults, the brand’s managers decided to bolt on a story about Mike & Ike as some sort of romantic couple now going through a divorce. From the article “Brands Come Out of the Closet“:

Caught in the crossfire of the gay-marriage debate were Mike & Ike, Just Born’s old-school fruit-flavored candy from our childhood. The candy brand has been around since the 1940s, but has been relatively quiet the past few years. All that changed in April 2012, when in an attempt to capture a younger demographic, the company launched a marketing campaign based on Mike & Ike’s troubled partnership.

Though the advertising, social media and packaging campaign attributed the split to creative differences, it wasn’t long before rumors were flying that it was part of a “gay divorce.” The Family Research Council publicly denounced the brand, saying, “It’s just another subtle example of society chipping away at the value of marriage.” Is the world ready for a maybe-gay candy? It appears so. Mike & Ike had its best year sales-wise in a decade, up more than 7%; it also tripled its Facebook fanbase.

The company has reinforced this original take on candy with images designed to remind your of the impending personal strife facing the two male characters who have never been seen in public.

Future of branding narratives

 

 

 

 

 

Evidently, Ike is taking the whole thing rather hard and erasing any trace of Mike. You know how it is when a romance goes bad.

But wait! Facebook update! They are getting back together! Or something!

Is the future of branding in surreal stories?

advertisement from the 1930s

 

Once upon a time, people actually sold products by describing their benefits.

 

 

 

pc-mac-branding

 

Then, as time went on, they moved on to showing how the product reinforced whatever identity the customer already had (or aspired to have)

 

 

Now, we’re in a brand new era. The future of branding seems to be about intriguing people with a story that captivates them – even if it really does not have a thing to do with the product or service sold.

In the old days, you would actually describe how delicious Mike & Ikes are. If you followed late 20th century logic, you would need to show how Mike & Ike defined you as a fun-loving or creative or whatever kind of person.

What we see today has no connection to that logic whatsoever. Nobody really thinks that Mike & Ike candies cause your gay romance to go bad – so it’s not a question of product feature. And nobody at the ad agency is attempting to say – “Mike & Ikes – the candy for people who believe in gay marriage, even bad ones.” And thus this isn’t a call to some form of identity.

No, the bad gay romance thing is just kind of funny. It’s ironic. For a young adult (the kind that isn’t aware of the diabetes epidemic) perhaps this kind of entertaining narrative will induce them to buy this brand of candy more often because – who knows what those crazy guys at Mike & Ike will come up with next. So, as we can see from the results, more people are willing to “like” the brand and purchase the product just because the narrative is unexpected.

In fact, this kind of phenomenon is revolutionary. What matters here is not the product or the consumer, but the brand itself. The customer is potentially drawn to the product because the people behind the brand seem to be plugged into the zeitgeist. Gay marriage is a cresting a huge wave all over the world; just as I write this, the French Senate approved the “Loi Taubira,” thus making gay marriage and adoption the law of the land. What does this have to do with candies? Nothing. But the brand is stating clearly, “Hey, we’re hip – we know what is interesting and relevant.”

Branding is really old hat these days – the new generation has been marketed to death since they were in diapers. Hearing about new products and what they mean to our identities is really old and busted. Connecting with a group of people – even through something trivial like candy – who know what’s important in the world – that’s something people seem to hunger for.

Is your brand able to connect itself to the larger cultural evolutions in the world? It seems to be driving sales.

>>>>>>>>>>>

Future of branding speaker

 

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You really need to be following the writing of Sarah Kendzior this week as she rips the major media outlets for their utter incompetence in understanding the role of race, ethnicity and nationality in the Boston Marathon bombing. The fact is: we don’t know what motivated these men. There will be a trial – and then we will know more. In the mean time, the American media has been throwing out every possible stereotype (indomitable mountain men!!!) and disjointed factoid from Wikipedia their interns could gather.

Now, Juan Cole isn’t really “the media,” and I normally enjoy his analysis of Middle East affairs quite a bit – but I was perplexed by his trying to use 19th century literature to explain Monday’s actions in absence of thorough knowledge about the motive’s of the alleged bombers.

They were playing the nihilists Arkady and Bazarov in Turgenev’s Fathers and Sons,” explained scholar Juan Cole, citing an 1862 Russian novel to explain the motives of a criminal whose Twitter account was full of American rap lyrics. One does not recall such use of literary devices to ascertain the motives of less exotic perpetrators, but who knows? Perhaps some ambitious analyst is plumbing the works of Faulkner to shed light on that Mississippi Elvis impersonator who tried to send ricin to Obama.

Cole’s connection to philosophical nihilism might be a stretch, but it’s sure a lot better than those hyperventilating that one of the suspects was named after a brutal Mongol warlord!!! As my own son is named after the Norman conqueror who slaughtered Saxons to dominate England, I find this analysis unhelpful.

Why can we not just say, “I don’t know. Nobody knows. This was horrible. Our justice system will tell us the rest?” That would be honest, calm and dignified – but this is the American media we are talking about.

Now, for those of you without backgrounds in intercultural analysis, maybe this doesn’t seem too ridiculous. Let me illustrate how inaccurate such wild speculations would sound if it were about a culture you did understand.

Let us say that a guy got drunk at a bar outside of Mobile, Alabama,  got in a fight with some dudes about University of Alabama versus Ole Miss college football, and ended up shooting them dead in the parking lot.

Terrible, right? Stupid, violent, too many damn guns, shame, right?

Now imagine that some foreigners slapped a crappy pseudo-anthropological analysis on top, full of weird historical references, non-sequitur references to the church, and misguided assumptions about ethnicity.

DATELINE APRIL 21, 2013

foreign culturesIT HAS HAPPENED AGAIN, LADIES AND GENTLEMEN:

Yet another massacre has occurred in the historically war-torn region of the Southern United States – and so soon after the religious festival of Easter.

Brian McConkey, 27, a Christian fundamentalist militiaman living in the formerly occupied territory of Alabama, gunned down three men from an opposing tribe in the village square near Montgomery, the capitol, over a discussion that may have involved the rituals of the local football cult. In this region full of heavily-armed local warlords and radical Christian clerics, gun violence is part of the life of many.

Many of the militiamen here are ethnic Scots-Irish tribesmen, a famously indomitable mountain people who have killed civilized men – and each other – for centuries. It appears that the wars that started on the fields of Bannockburn and Stirling have come to America.

As the sun sets over the former Confederate States of America, one wonders – can peace ever come to this land?

Sometimes, people are in a cult of violence tied up with religious fundamentalism and nationalistic terror groups.

Sometimes, they are just savages who come from a place that might have churches and politically-motivated knuckleheads.

Being a real analyst of international affairs, you need to understand how subtle that difference can be.

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The uproar about Bitcoin in the last couple weeks has obscured the much larger global trend toward local currency and new forms of economic integration. That’s reasonable enough – smaller communities creating their own monetary systems appears to be somewhere between a lark and a joke for the conventional mind. But while the financial media is busy mocking everything new coming down the pike, the local currency trend is picking up steam.

Bristol mayor takes whole salary in local currency, the Bristol PoundI can’t believe it took me this many months to hear the news about the mayor of Bristol taking his entire salary in the new Bristol pound.

Of his salary – currently £51,000, though the figure could change – Ferguson said he would take it in Bristol pounds, a currency introduced this year and proving a success.

What is the Bristol pound? The local currency is similar to the ones used in other UK “Transition Towns” such as the Totnes, Lewes, and Brixton pounds. And like its German counterpart, the Chiemgauer, its initial value is tied to the national currency (in this case the pound sterling) but then begins to decline in value over time to discourage hoarding. There is also a penalty for trading it back into national currencies as a way to encourage people to spend locally once they make the commitment.

More details from their website:

It is a complementary local currency designed to support Bristol’s independent businesses, strengthen the local economy, keep our high streets diverse and distinct, and help build stronger communities.

The Bristol Pound is the UK’s first city wide local currency, the first to have electronic accounts managed by a regulated financial institution, and the first that can be used to pay some local taxes.

The Bristol Pound is run as a partnership between the Bristol Pound Community Interest Company and Bristol Credit Union. It is  a not-for-profit social enterprise.

You can spend Bristol Pounds using:

You can spend Bristol Pounds at every participating  business using either paper Bristol Pounds, or from a Bristol Pound account with any mobile phone by using our simple TXT2PAY sms payment system, or over the internet.

Having electronic accounts makes Bristol Pounds easy and convenient to use for the public and opens up the opportunities for business to business payments.

Currently, Bristol’s local currency  is reporting around 100,000 pounds of total deposits and a rising number of merchants accepting it as payment for services. There perhaps couldn’t be a stronger sign than the leader of the city committing his entire purchasing power to the scheme.

Be on the lookout for this and many other communities building resilience and economic vitality through these innovations. It’s looking less and less like a lark every day.

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Why Congress sucks

April 17, 2013

A couple hours ago, as my Twitter feed began its predictable digital outrage against Congress’ inability to pass any legal measure that might reduce the unfettered flow of guns around our psychically unstable nation, I was moved to spew forth one of my patented Twitter Rants. Strap in. Oh, by the way – you’re partly [...]

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The beast at the gates of civilization

April 16, 2013

Nobody plants a bomb in LaPlatte, Nebraska. The terrorists of the world pick London, Madrid, New York, Tokyo, Washington and Boston as the target of their rage. This is where we house the world’s art and science, build iconic structures and hold leadership summits. In these cities you are usually walking distance from greatness, be [...]

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Breaking through the American media bubble

April 12, 2013

The United States is the only country in the world that treats other nations as completely optional. Obviously, I don’t mean when it comes to manufacturing our critical goods or providing us with tankers full of light sweet crude, but culturally, America acts as if Other Countries are places that exist only in text books [...]

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The glorious Bitcoin freakout of 2013

April 5, 2013

The world’s Very Serious Financial Media had an amusing freakout yesterday about the relative importance of the rise in value of a novel digital currency scheme called Bitcoin. Their message is very clear: Look you monkeys, stop paying attention to this Bitcoin thing which is a big joke and also not significant of anything, and [...]

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A portrait of my hero

April 4, 2013

This is a portrait of my hero, Roger Ebert. A tradesman journalist who banged out copy day after day, night after night in the great city of Chicago. He wrote his guts out and pounded booze with Mike Royko and Studs Terkel (and subsequently recovered from alcoholism in 1979). He elevated film criticism to an [...]

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Another local currency launches in the Basque Country

April 1, 2013

While the European project threatens to collapse at any moment, many Europeans are getting busy making the next economy. BitCoin has made the biggest noise since the Cypriot banking system went sideways, but in reality, the most popular alternative is local currencies. Britain’s Transition Towns projects all feature local currencies, and the Chiemgauer in Germany [...]

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