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I just opened the front door and this man said “would you be interested in buying my sticker that reads ‘no junk please’?

He explained that he had began his sticker business because of the recession. He would be grateful for any loose change I cared to give towards the sticker.

So I gave him some change and started talking to him to find about how he ended up selling the stickers?

He told me he was fifty years old. In addition to being a bus driver and having spent time in the army, he had worked for seventeen years in the casino business.

There he started as a Car Jockey. The clients liked him. So did the management. He eventually was made Head Receptionist. His charm encouraged clients to to give hime a fiver here or there just to call a cab or ensure that, if for example, they were in party, he led them to their seats and so on.

The Casino were happy – because the customers felt at home.

However, after seventeen years new management took out all the old staff and bought in their own people.

The casino business is a shady vindictive affair. The new management saw to it that the old staff would find it difficult to get work with any competitors.

He felt betrayed but still had seventeen years of memories and moments.

He told me of how he had seen people lose millions in the casino.

One man used to spend around £40k a night – and lose it. Then one day, the man’s luck changed and he won £100k. He gave everyone a £50 tip and (the man who was telling me the story) drove the winner home in a complimentary Rolls – for which he received a further £50 tip.

The next night the winner was back and lost all the money, never to get that winning streak again. But he somehow seemed to get a kick out of turning to the other gamblers and saying, “well, that’s life.”

The conversation turned to how business was faring selling the stickers?

He said that the elderly are always happy to offer 10p or so for the sticker. If they looked poor, he would give them the sticker for free and wish them well.

Many people commend him on his initiative – but when it came handing over any change, they close the door. Or may get into a conversation, but at the point of payment, suddenly claim they didn’t speak English.

Each sticker costs him 10p and he makes up to  £1 on a sticker.

Some people – generally in working class areas – occasionally spot him weeks later and give him £2 for the sticker as they felt embarrassed that initially they only offered any small change in the house.

I asked him where was the worse area to work in? He told me had worked all over london, walking the streets selling stickers, from Shepherds Bush to Harrow…
But the worse places were like Pinner or Moor Park – where the driveways had three Mercs or BMWs and the homes were clearly worth millions.

Whenever he would ask the rich for any spare change for his sticker enterprise, 9 out of 10 times they closed the door in his face.

I asked him why he thought that was? “Well you can’t be as rich as them if you spend the money.” He answered.

I then thought about his job in the very glamourous casino where people were eager to sit next to others and night after night, smile as they lost on a spin of a wheel – – to laugh out ‘well that’s life’ to their fellow gamblers . However when it came to any loose change for a sticker didn’t waste a penny of their wealth.

And people ask why the young who are surrounded by messages telling them that they can have it all – because everyone is entitled to it. – feel disconnected and live for the moment rioting and looting for FlatScreens.

Or why Apple has become even wealthier than Exxon, selling devices  which give the full picture of life on a nine inch screen, and whose consumers  look forward to the next model featuring even higher definition pictures of people who proudly display their Wasteman shots on Facebook.

I don’t believe the rioters have specific political agenda – why should they?  Who cares “Here comes the new boss – same as the old boss.”

Reality for them is survival of the fittest, the right to respect and recognition that has to be fought for.  Society demands celebrity.  Setting fire to a building gives you a lot of that around the world and throughout the local postcodes.

Maybe the young just want the quickest access to the sublime – rather than pondering the socio-political aspects of life.

Their parents have given up to live a life of watching Jeremy Kyle chastise people who ‘surely can’t be that stupid.’ Or watch couples compete on Bargain Hunt for the highest bid under £100 on someone’s life relics.

Even the middle-classes who scrupulously followed the rules –trained themselves to compartmentalise their 9-5,  from brief, but timeless  presents (a look, a smile,  a hug)  for future memories and justifications of all their sacrifices.   Even these devoted to a bigger picture who put their children through approved Uni, and put up with the corporate mundane, or company politics; for the sake of a promised distant company pension  that would pay for a coffee by the pool, are struck by a bolt of thunderous realisation.

Their compliance was after all ultimately rewarded with little more than a pile in the attic of generations of ‘must have’ brands that  sit under tatty blankets in boxes next to old school and Uni text books. Each tome delivering best practice procedures for an honourable career diligently manicured  over the decades – to be cited as a prize-winning demonstrattion of getting it right.

Perhaps for the rioters it’s all about the thrill of their moment – because they are constantly reminded that too many moments  are so empty.

Respect has to be won through risk and scars.

In the heat of the moment, they  are not just oblivious to the consequences of their actions – but numb.

As are the people in Pinner and Moor Park swotting  at the news on their iPads, Outlooking  their smirks  and wincing over a Nespresso at the vulgarity of the uneducated rioters who chose to steal consumer goods like sneakers rather than loot bookstores selling Michael McIntyre’s ‘Life and Laughing.”

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• RT @mashable 5 Current Trends Shaping the Television Industry http://t.co/l9cJvAR #
• Urgent. Someone is claiming that something bad has been written about you and claiming it is from me is is def not me do not access it #
• Warning I have been receiving spam email saying something bad is being said on the web. Iris a spam DO NOT OPEN IT as I did. it is malicious #
• @Moonflowers1
  Def not do not open it #
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• @c_j_d @KlazarPR it is not from me it is some Malicious spam. DO NOT OPEN IT #
• @cllrsuetaylor I have been following tour tweets. No longer @ cim #

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• Via @SkyGrid – Apple is within sight of catching up with Exxon Mobil as the most valuable company in the world http://t.co/6N5Gxsd #AAPL htt #

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The adman’s role as the Supergo refereeing over the consumer’s Id and Ego – good vs. bad. Is well known.

Throughout the decades, advertisers have used metaphors and symbols to personify concepts, labelled as ‘bad’ or even ‘evil’ – that can  be conquered by the consumer armed with ‘brand-x’. (Perhaps a washing powder, or breakfast cerial … software and so on).

When the advertising agency gets the opportunity to actually have a real evil charachter to help them push their message of good vs. bad, it offers dual -edged benefits.

Firstly it get’s PR attention – simply by being controversial. This is especially true for viral campaigns.

Secondly lampooning the charachter gives the consumer a sense of their moral social strengths.

Here are some genune examples of how Bin Laden was featued in advertising during his ten year reign of sitting on a crate in a corner of a shabby room – unoticed by the Pakistani secret intelligence headed up by Mr Magoo. (scroll to bottom).

One born every minute?

Let's all get along

Waste not - want no

Capture the memories

Head hunting - at the sharp end

Postmen always need to be wary of dangerous pets

It takes an Indian owned brand to conquer the Pakistan terrain

So cool he can't be detected

Samsung mobile phones - fill your head with love and peac

Jonathan Gabay

www.jonathangabay.com

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Like millions around the world, I watched the royal wedding of William to Catherine and witnessed a sense of reassuring consistency through the traditons of the royal family.

A tradition worth upholding and cherishing

In addition to the pomp and spledour – that no other country can possibly beat – the occassion was special for several reasons. First it gave hope that a couple – like any couple who beleives in values  – may one day have children who just might do things a little better than we did.  Not because they are born into splendour  – as in the case of the royal family (which may not actually be as wonderful  as you think)  but becuase of what they will hopefully do with their gift of life and potential of giving.

Secondly because it was rare opportunitiy for people to celebrate a sense of identity and history.

Although I am not a Christian.  I am proud to have been born into a country with Church of England ideals, education, values and tolerance – all of which I sadly see being  eroded  and abused by opportunists who believe in hype and self preservation over true faith.

I listened with great interest to what was said in the Westminster Abbey – particularly by the Bishop of London.  He spoke of  the reality  and hardship in our world  that could be addressed by  love and kindness and through that, humility and compassion.

We unfortunately live in a world where we rely  purely on  ourselves for all the answers.  We kid ourselves that technology and instituionally (commercially supported) sanctioned best practices  will save all.  But only this week 77 million users of Playstation’s technology were let down by such safeguards,  Then last year BP, a brand with all the might and human-know how any organisation could possibly have, created the world’s greatest ever ecological disaster.  Not because they were evil. That’s ridiculous,  but simply because they were as falable as we all are.

Corporations promise  we can have what we want when we want it (at a price).  We believe it.  It becomes our right,  When we don’t get it  we stomp our feet like children- or worse see ‘cracks in a system’ as opportunities to manipulate it for selfish gains.

I recently completed my Foundation in psychotherapy.  One of my teachers, a brlliant clinical pyschologist told me how it was very common for men (and women) who rise to the top of their professions to feel lonely and have a sense of ‘ is that all there is?’ Looking at what everyone perceives   them to be against who they sense they are ,they feel like frauds.

Psychotherapists  beleive that truth is only what we create – based on what we have already witnessed   or how we alone face and rationalise  the future. Existentialists analyse  the way humans find themselves existing in the world. The notion is that humans exist first and then each individual spends a lifetime changing their essence or nature.

We recognise  brands which reflect power for taking at that  moment , wealth, order and control  to be seized whilst it can.  In return those brands feed of our yearning for  personal recognition and reputation.

Far  too often when people become superflous to the needs of the commercial engine that drives  the race.  They get cast aside,  made to feel inadequate: they can no longer keep up in speed or social pretence.

They become at first suspicious, then dispondent and finally resentful.

Contrary to the media proclaiming that the whole of the UK celebrated  the wedding ( there were just 5,000 street parties throughout the entire  country)  the only bunting I saw in suburban London was outside places of worship which gave thanks for a country that allowed them to follow their faiths.

Beyond the film protected glasss screens of iPhones and iPads, real living communities seem to have faded along with a sense of a truly united brand UK.  Once people were proud to respect its traditons and ancient religious values. Now we all too casually dismiss faith  as myth and social madness to be replaced by the aptly missleading promise of freedom of self. At best such unsuported thinking only accomodates a universe of one. At worse, it creates a world of watered down beliefs and causes leaving nothing other than the bland leading the bland – in the name of equal blandness amoungst all.

Recession, inflation, taxes, overwehelming global competition, low wages for more output, worthless qualifications to live an affordable life, unafordable education, selection by process rather than personality, potential and experience,uncertainty, betrayals and broken families … little wonder in our struggle to simply stay in the game, we let traditonal  values and identity slip – turning  instead to cynisim as a pressure outlet or trinkets to amuse  us for a week or so …  or booze / medication that as Pink Floyd would put it, makes us “feel comfortably numb.”

Over the years I have met many professional comedians.  Some are interenationaly famous.  Outside the public view, six out of ten are depressed.  It is little wonder. After all the ultimate target of cynicsm must be oneself.  And that leads to a lack of confidence and purpose  in everything.

Don’t get me wrong – having a laugh is totally brilliant! The wonderful recent T-Mobile viral is evidence of that – but who decides the line between satire and plain vindictivness in a desperate attempt to win approval. I just dont think the public is that dumb.

I recently read a rumour that the scientists at Cern are close to finding the elusive ‘God Particle’, aka Higgs boson.  Once man knows that – the scientists say we are   closer to understanding how everything began.

Perhaps, as in quantum physics, the god particle  is right in  front of eyes.   Yet only reveals itself when we allow ourselves to see it – and in returns  allows itself to be manifested.

Maybe there is still hope for people – rich, regal,  poor, middle class, homeless young, old …  everyone who  has the power not simply to follow brands, but live their own brand and set examples for others looking for a greater purpose.

The same is true of commercial, religious and social brands whose greatest asset, next to their people, must surely be their reputation?. Or am I being naive?  Is the ultmiate arbitrator of success or faliure money alone?

Maybe as  brand champions, one day we can  return to values  that allow ourselves and those around us  to have a sense of dignity,responsibility worth, love and respect.

The historian Simon Schama described the royal wedding not just as marriage between William and Kate but between the monarchy and the nation. (It was also much needed jolt for the good of the Monarchy’s brand).

It was wonderful to see that for one day at least  the people  were united outside Buckingham palace.  Celebrating their heritage and reveling in their pride as a people embracing an identity rather than wrapped in envy.   And that really does give hope.

In conclusion  I say -  “god save the queen … and gives us all the wisdom to open the doors to our  big house of love.”

Jonathan Gabay

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One for the mantlepiece?

Royal Wedding branding from Jonathan Gabay on Vimeo.

Jonathan Gabay talks to Good Morning America about Royal Wedding branding
also see Jonathan Gabay.com

From phones to hospitality and beyond, brands are banking that April’s royal wedding will mean cash in the till.

The Centre for Retail Research, estimates that the event equates to £515.5 million in sales for retailers, with souvenirs accounting for £222 million.

Statement pieces, influenced by royal and status public figures, are always popular with fashionistas. For example, in USA, when Michelle Obama wore the fashion brand label, J Crew, the brand sold out within hours.

So what can we expect from companies hoping that the pomp and ceremony of the royal brand, which boasts a sense of tradition, style and heritage, will be enough to encourage people to buy a little piece of history for future reminiscences

Hotel and travel brands such as Hyatt UK are offering wedding-themed holiday packages.

National Express, is partnering Camp Royale, a one-off camping event for 10,000 campers – cost: £75 per person for three nights pitching up on Clapham Common. (Don’t forget to take a royal wedding mini cushion from The UK Gift Company, cost: £66.50).

If you are a couple called William and Kate and happen to be near one of the ETM brand groups of pubs, you could win a three course ‘royal feast’. Or pop into London pub group Renaissance, and you could swap your old royal memorabilia for food and drink.

The Royal Mint offers a £5 coin to commemorate the event. Not to be left out, Prince Charles’s official shop sells a 250-piece jigsaw featuring Prince William and Kate. Price. £29.95. (Made in the UK using wood from sustainable forests. Profits – go to Charles’s charitable foundation).

The Middleton’s family firm, Party Pieces sold The Britannia Scratch Trivia cards. Price: £3.99

Masters of collectable merchandising, The Franklin Mint, reportedly enjoys brisk US sales of their limited edition (5,000) Kate Middleton Doll that retails for $200 dollars.

The current version features Kate’s engagement dress by brand Issa, London. (A follow-up version featuring the wedding dress design will be unveiled once the couple are wed).

If the American market fancies a nibble whilst admiring their collectable Kate, they could pop into Dunkin’ Donuts who have cooked up an 89 cents, heart-shaped ‘royal wedding donut’ to honour the occasion.

Closer to home, Tesco, one of the bell-weather indicators for the UK economy, is selling a blue dress that is almost identical to the engagement dress worn by Kate Middleton. Price: £16.

QVC, the shopping channel ,retails a teddy bear called Prince William that features a look-alike engagement ring for under £40.

Within hours of the wedding ceremony itself, Decca label records will be releasing the recording of the wedding as a download. The album will include a special collectors booklet featuring the complete order of service, the readings, vows, hymns and blessings – as well as all the music from the wedding.

And what would the day be without a royal wedding mug?

Amazon offers an official commemorative mug for £10.95. Or why not choose an Aynsley China Royal Wedding Loving Cup? Price: £34.95. It’s ideal for dunking in a McVitites branded Royal Wedding biscuit from a £5 special assortment, into a nice cup of tea made with a royal wedding teabag from German company, Donkey Products.

Whilst you are at Amazon, check out the 9.270 other items featuring the words ‘royal wedding’ including:

• Kate, the Royal Wedding Fairy. Price: £2.79
• ‘Don’t panic, there’s still one prince left’ mouse mat. Price: £2.25.
• Royal Wedding Fairy Cake Toppers. Price. £3.99
• Knit Your Own Royal Wedding. (Price reduced to £6.49).

… as well as of course scores of royal wedding books.

Other merchandisers can also look towards increased sales. DIY brand, B&Q is stocking commemorative royal wedding gnomes at £20 a pair. Transport for London is offering a limited edition royal wedding Oyster Card.

One of the more technical royal wedding brand merchandising products is from Carphone Warehouse. It has released a smartphone handset made by Alcatel. The phone features a Union Jack on the front and the couple’s initials on the back. Smartphone users can also countdown to the big day using an App that streams the latest news on the nuptial preparation

There’s tac – and then there’s really tacky…

An enterprising graduate from the Edinburgh College of Art is reportedly making a profit for his Royal Wedding sick bags, decorated with a crown, a drawing of Prince William and Kate Middleton and the slogan, “Throne up’.

However the award for the most opportunist royal wedding associated brand product must surely go to Heritage Condoms ltd. The company has released their ‘Crown Jewels’ range of commemorative condoms. Describing the condoms, their website reads:

“ To celebrate the engagement of Prince William of Wales to Ms. Catherine Elizabeth Middleton, Crown Jewels Condoms of Distinction has commissioned a unique heritage edition Royal Wedding Souvenir boîte de capotes. Combining the strength of a Prince with the yielding sensitivity of a Princess-to-be, Crown Jewels condoms promise a royal union of pleasure. Truly a King amongst Condoms”.

With so many merchandising opportunities hitting the streets, brands – official or otherwise – are beginning to hear the tills ring in advance of the wedding bells at Westminster Abbey. (Which will provide just investment for them to get the product lines rolling again in time for next year’s Diamond Jubilee).

Jonathan Gabay

BrandForensics.co.uk

jj@gabaynet.com

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Jonathan talks to the BBC about the Olympic rings launched in London.

He discusses  what should be done to capture the brand spirit of the games for ordinary Londoners and how to turn the UK into a world hub for sports excellence.

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Has the global media been duped by a brilliant Coca-Cola viral campaign?

Revealed officially  for the first time in history –the recipe for the world’s most successful drink brand of all time:

Fluid extract of Coca 3 drams USP

Citric acid 3 oz

Caffeine 1oz

Sugar 30

Water 2.5 gal

Lime juice 2 pints 1 qrt

Vanilla 1oz

Caramel 1.5oz or more to colour

7X flavor:

Alcohol 8oz

Orange oil 20 drops

Lemon oil 30 drops

Nutmeg oil 10 drops

Coriander 5 drops

Neroli 10 drops

Cinnamon 10 drops.

The recipe was ‘discovered ‘in a photograph from February 8  1979 edition of the Atlanta Journal Constitution which features a photograph of someone holding a book with a recipe claimed to be the exact replica of the original list of ingredients.

By sheer chance the discovery coincides with Coca Cola’s 125th anniversary.  Commenting on the coincidence, Danielle Aarons from Brand Forensics Australia said:

“No one can deny the potency of an effective viral campaign, that can raise awareness of a brand on a global scale. The cynics amongst us may note that this sketchy information on Coca-Cola’s secret formula, coincides with the brands 125th anniversary. Maybe just fortuitous timing or maybe the result of some very clever viral marketing strategists?  Whatever the answer its certainly got the media and public taking and thinking about the brand.”

Coca Cola was created by the pharmacist, John Pemberton in 1886.   Curiously the  ingredients were revealed to Rabbi Tobias Greffen in 1935 who needed to know them in order to have the drink sanctioned as kosher for Jewish consumers.

The Coca Cola logo was designed by Pemberton’s bookkeeper, Frank Mason Robinson and is thought to be based on Robinson’s handwritting.

You can read the full  uncensored story of Coca-Cola’s darker history and the actual alleged recipe – not fully discussed in the recent revelations  in chapter 8 of Soul Traders

Soul Traders originally discussed the elsusive recipe in 2009

Jonathan Gabay

www.brandforensics.co.uk

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