I’ve talked before about my amazing Maths professor at Bristol university, Dr Mayberry, and in particular about his dissection of the phrase ‘every nice girl loves a sailor’. Is it: “For each nice girl, For each sailor, the nice girl loves the sailor”, or perhaps “For each nice girl, there exists a sailor, such that the nice girl loves the sailor”? Each of these possibilities, and I recall there being many more, was written out in logical notation. The point was, I suppose, that language is sloppy, logic is not, and… you know… be careful.
Perhaps the most infuriating lack of care is when a marketing person gets hold of a ‘unifying idea’. And the best example of this was a former employer (I was an adopted child in a marriage of the shotgun variety), who shall be know as XYZ Corp.
Two sorts of super smart people worked at XYZ’s massive head office, it seemed to me at the time. Type A went and did complex acquisitions. Type B went around behind them explaining why such and such an acquisition was ‘strategic’. This is all well and good of course, you can’t possibly announce you’ve just bought companies for the sake of getting bigger, or to conceal and distract from some other failed corporate activity. Protocol dictates that for a period of at least one year, all involved will pretend they were genuinely in love and not remotely drunk. After a year, it’s time to start arguing over who owns the CD collection and what you’ll tell the kids.
Anyhow. The rightness or wrongness of corporate mergers is not the point. The point is the mangling of logic which often ensues. For XYZ, faced with integrating a digital design consultancy with a company that made things with flashing lights, the story was that we were both ‘information’ businesses.
I suppose we could have just said we were both in the sales business, or the bullshit business.
Aside from the pure bravado of this manoeuvre, which is breathtaking, the most amazing thing about it is that it sometimes worked. People would nod along, half asleep in meetings. The air would be punched at sales conferences as we discussed how ‘information’ was that the heart of our growth strategy. The fact that not a single employee understood a word of it was not discussed.
And XYZ corp were certainly not alone in this madness. I’ve seen all sorts of companies stitched together on the thin understanding they are about ‘results’, about ‘communication’, or shared a ‘passion for customers’. Someone once tried to tell me our digital agency (a different one) should merge with a bill stuffing company because we were both ‘about customer data’. This last one must have taken a supreme effort of self will to keep a straight face for. Equally brazen, and potentially more incoherent, I once heard that a music retail company was ‘already a social network’ because people used to socialize ‘in their stores’.
If your objective is to make two things that aren’t equal sound equal by positioning each at the end of a similar sounding definition, then you have only served to slightly weaken our ability to communicate. And if it’s your job as a branding agency (who I believe have to take at least most of the blame for this sort of behaviour) to do this, then I fear you’ve not responded candidly to the brief. Go back and tell your client it doesn’t all fit neatly together, and that’s not the end of the world, so long as you can create customer value. There are other branding strategies than ‘one big brand’, there are worse things than being diverse. Namely being incoherent and self-obsessed. And if your client doesn’t want to hear that then let them hire someone else.