💡 Idea of the week: Ideas that don't change the world.
nutmeg fc #47
Creative ideas can change the world, but they don't always do so.
Sometimes because the execution fails, either in the production or in the communication strategy.
Sometimes, because it doesn't connect with the target or it does, but without enough strength to last over time.
And, very often, because their aim is not to change the world. It is simply to build a brand, either by strengthening the brand archetype or by building a heritage out of nothing.
For examples, Betis and Manchester City.
The Betis Office (Real Betis Balompié).
With the retirement of JoaquÃn Sánchez, Betis lost more on a brand level than on a football level. At least, in my opinion. The former number 17 brought a lot in terms of authenticity and humour, which allowed Betis to have a very strong brand archetype of the jester.
Without JoaquÃn's spontaneity, branded content is good for, for example, to announce with humour a contract renewal in The Office style.
One point less for this musical version without rights that makes the ears hurt a bit. One extra point for the parkour ending.
I don't think it's possible, but, if by those unlikely coincidences, like a coin falling over the edge and standing upright, here's the original intro to The Office in case anyone missed it:
And the parkour thing:
Definitely City (Puma + Manchester City).
In the age of nostalgia, there is a powerful club that finds its weakness in this trend. It's just that Man City's 90s images are of another club, totally different to what it is today. It's like a celebrity who hides their past photos so that the surgeries of the present aren't obvious.
However, the heritage that football doesn't give them, music does. So they have taken advantage of the nostalgia generated by Oasis, and the fact that the Gallaghers are fans of the club, to celebrate 30 years of the Definitely Maybe album with a collection designed by the eldest brother.
And here is the album cover that Pep and company emulated:
