There is something about Advertising ?

"The truth isn't the truth
until people believe you

and they can't believe you
if they don't know what you are saying

and they can't know what you're saying
if they don't listen to you

Vintage Surfing VW style

and they won't listen to you
if you're not interesting

and you won't be interesting
unless you say things
imaginatively,
originally,
freshly"

Bill Bernbach, fouder of legendary advertising agency Doyle Dane Bernbach (DDB)


I have been reading quite a bit recently around advertising, a mould breaking, genre creating Bernbach creations for the now iconic VW Beetle keep popping up.  One site (Adrants - I'm not linking to it as there quite a lot of what I consider to be inappropriate content - don't go there) has some cracking free content and took five seminal advertising campaigns and re-interpreted how they would need to be implemented in our current world of the web and social media.  Naturally the VW Beetle was in this elite grouping, Bernbach having to stimulate US demand in post World War 2 for a small, economical, German car that seemed very far away from what domestic MotorTown players (Ford, Chrysler et al) were vying for - a truly exceptional creative approach was required. 

In another life I would have been "in advertising", part of one of those dreamy, success just comes easy on the plate & every day provides inspiring, creative fun sequences - just like an episode in the Philadelphia based TV series "30 something".   I remain inspired by Bernbach's message to find ways to deliver messages with imagination, originality and a fresh approach.  Think small, Lemon.

MBA applicant survey: Graduate Scholarships & Careers

I've just read the summary report of the 2013 GMAC survey which claims to benefit from 15,000 individual mba.com registered data responses.   The research findings included a question that identified why people undertook an MBA:

(1) planning  to change job functions (41%),
(2) considering changing industries (33%) and
(3) hoping to work internationally (27%)

These are motivations I am used to hearing from MBA applicants.  However, a couple of things jumped out at me, to the point where I feel I need to do something about communicating them a little more loudly. 

"Key factors for full time MBA programmes are quality career services and scholarships." says the report.

It has recently come to my attention that (at direct variance to my previous thinking) the College offering for post graduate scholarships is actually quite generous, and more importantly, MBA students have been pretty successful in being awarded these scholarships.  The scholarships tab (click Post Graduate) boasts a partial or complete fee waiver, in total 13 packages worth £5,000 in fee waivers, with specialist scholarships targeted at US and Latin American students in addition to music and sports offerings. 

Although the 2013 application dates appear now to have passed, I note in the small print that applications received after the deadline will be considered if funds remain available.

Additionally, we have reviewed our professional development programme with the head of careers.  This module includes input from an MBA dedicated and experienced careers officer, and each year we have sought to make it ever more relevant, after listening carefully to student feedback.  Not surprisingly the content includes  CV development, writing killer cover notes, Myers-Briggs Type Analysis (which gives personality insights & can help team building) and role playing interviewing line managers at an assessment centre.  Next year, after a successful trial last term, more emphasis will be put on the experiential ensemble team building and presentation skills content that was delivered by Dr Emma Brodzinski and Alex Turner from drama. 

Probably not coincidentally, this week I have been liaising with the MBA group (who have been very busy in the middle of their exams) to respond to a request from a long standing corporate partner who were looking to match 2/3 Royal Holloway MBAs to a six month high profile project.  All terribly exciting.  We have added additional opportunities for group consultancy interactions, which will also be more formally embedded in the professional development programme going forwards.  I am involved in a number of these kinds of external relationships, they prove to be very fruitful in terms of bringing the working world into our learning environment, but often also bring out interesting employability opportunities. 

Thus I feel I have some good news developments on both careers and scholarships is already in place and we will continue to create more such opportunities.    

The report also highlighted that websites and friends/family had the greatest impact on applicants decision making.  This week we have been discussing exactly this - what actions can we take to make our web communications more effective.  Any suggestions - please feel free to email: justin.obrien@rhul.ac.uk or post your comments on this blog forum below.



Source EFMD.org [accessed 8 May 2013 http://www.efmd.org/index.php/blog/view/316-what-prospective-mba-and-master-students-want ]

Signposting

I often find what differentiates a strong piece of work from a really amazing one can often be described as the linkage/flow/signposting.  Many students understand the notions of linkage and flow, the idea that there is a logical progression and ideas develop in a way that is pleasing or logical (or both) to the reader.  Signposting, on the other hand, often sees a wrinkled forehead response. 

Where are we ? 

When I was writing my first dissertations, back in the pre-internet days of word processors, I didn't understand quite why so much focus was put on providing mini-summaries at the beginning and end of each main section.  I found writing the abstract, essentially a distillation of the summary to be annoyingly repetitive and often struggled to understand how to present essentially the same ideas in three different formats (abstract, introduction, summary). 

The expected approach is in reality, merely partly a referencing and indexing standard (you only read beyond the abstract if it continues to be relevant or interesting) and partly an effective communications device.  Whilst for the writer, a dissertation is very important focus, benefiting from months of detailed study and profound effort.  Most of the content is top of mind recall.  Many concepts and ideas have been internalised and result in fluent use of sophisticated new jargon.  The reader will approach the document with an entirely different perspective (we write for the average person in the street and assume no prior knowledge of any jargon or terminology) and this is why signposting is really important.  The reader, and particularly the marker, will be looking to quickly absorb the content and make a judgement on its value.  Cleverly embedded signposting will greatly help the reader make sense of the narrative. 

Like the news at ten, effective and tactical repetition of the key messages is crucial - "headlines" -  these are the five most important news stories of the day BOING item 1 BOING item 2 BOING item 3....to 5 or 6 perhaps, which then moves on to introduce the main body (or core news content) the topics in the same order (first being the most important, last being least important.  At the end (perhaps after a light hearted funny - as news tends to be sad and depressing) the headlines are repeated.  This is a formulaic mechanism, engineered to overcome our poor attention and information retention capabilities.  Good presentations also follow this kind of model - The topic and a route map of how the time is going to be used, main content and a summary. 

Which way next ?

So - imagine you are a mountain guide. You need to explain where the goal is, how far you have got, what the next phase will be like... this is often at the beginning and end of each main chapter - including a focus on that particular chapter - but you should also then put it in context of the wider piece of work.
As you progress in the journey up the mountain - as a guide you may need to motivate your party by encouraging them to gaze up to the ultimate goal, remind them of the path to get them there and also look back and reflect on progress achieved already.    Dropping in appropriate reflections on progress and drawing links to future and prior 'work' would be what lecturers describe as linkages, and the process of leaving these 'bread crumb trails' through any document, along with tables of contents, effective headings and in text "where are we, how did we get here, where are we going next" type content is particularly effective. 

This guide on signposting from De Montfort University may be useful too.   

Hello Kitty ! How to grow brand characters with human characteristics

Ever since my French exchange partner (Jean-Francois) managed to pull a garden rotivator up his leg on day two of my Easter ski trip I have been a bit of an Asterix fiend.  To this day I am pretty good at reading French, even if my accent is 'un petit peu franglais', because this accident meant I got to read three or four Asterix Bande Dessinee each day for the remainder of my stay.  BD, to those in the know, cartoon books if you were still wondering, are very popular even amongst adults in France, many homes will have a collection of these. Oddly, Tin Tin (who is Belgium and a good answer to the 'name three famous Belgians' question) never quite did it for me.  I have collected Asterix stuff over the years, and even visited Parc Asterix, near Paris, as a grown up to taste the theme park branded experience.

The Japanese Manga craze came to late for me, even though my boys are Pokemon mad. I was therefore intrigued when my marketing colleague Sameer mentioned he had just been published a peer reviewed journal paper about Hello Kitty, the cat like character that is a global marketing phenomenon.  A cooler, younger, Asian cartoon character that, without much of a back story seems to have grown to become a global player.  Extremely feminine, cutesy, pink, fluffy and kitch, my oldest son begged me not to buy Hello Kitty branded (and scent impregnated) tissues.  I care not what I wipe my nose with and given that both my sons were encouraged to hang out with girls at dance classes in their early years, I really didn't see pink tissues as an issue.  Joel, however, was insistent.  "They are for girls ! If you get those I won't use them."  They were £1/box on special offer, cheaper than the alternatives.  Decision made.

Must buy Hello Kitty Pomegranate Branded Iced Tea

Hosany et al, (2013) in the Journal of Marketing looked at the theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty, a topic the marketing literature has not yet considered much.  It draws on Aaker theory, that is close to my heart, on brand extensions and line extensions and seeks to explain how Hello Kitty has achieved the venerable status of being the third most counterfeited global brand.  It considers the use of nostalgia and contemporary resonance to ensure that Kitty fans continue to find the brand proposition relevant even in adulthood.  A good thing ?   With its diamante sparkle and fluffiness I am surprised the anti-everything gang hasn't dubbed the brand "Hello Kitchy". 

VW lashes:  Are you making eyes at me ?

Not everyone is into the cutsie humanisation concept, of course.  VW camper van and Beetle owners are renowned for naming their vehicles and treating them as though they were part of the family.  One of my metrosexual dad chums refused to put eye lashes made from windscreen wiper rubber on his middle aged crisis sports car.  Not even for a day !  I taunted him over email with this picture (left).  He stood firm.

I know it might not be perceived as cool by others, (I transcend notions of coolness) but take this recent example of personalisation that I captured on the side of what otherwise would be seen as yet another dull, functional, delivery vehicle.  White van man was a bit of a negative cultural stereotype in the UK for a while, synonymous for a type of bad mannered driver who lacked common courtesy, but didnt' care. 

Surf chic on this White VW van ?

I love the sense of fun, the celebration of an iconic brand in a spray of blue hibiscus flowers.  The owners sense of fun, pride in his alloy wheeled van, that includes the tropical flower silhouette, so evocative of the beach surf scene.

It's almost as though you would expect to see a couple of surf boards nestling in the back of the van with a sand encrusted wet suit.

I haven't tried this before, but why not share below your own stories for cartoon characters ? What name would you give this white van ?

International MBA cohorts at Global 200 schools: School of Management ranked 9th

 

The following is a short PR release the School has released pertaining to a pleasing top ten ranking.  I was asked to offer a short quote (final paragraph).

 

Management School: Informal Pod working

International MBA cohorts at Global 200 schools: School of Management ranked 9th

 

 

The QS Global 200 Business Schools Report identifies the most popular business schools in each region of the world and aims to serve employers seeking MBAs at a regional level.

 

With its global outreach, QS obtains survey responses from employers from different continents and a variety of industries, allowing it to produce reports by specialisation, including Finance, Corporate Governance, Operations Management, and Strategy. At the heart of the report is the definitive list of 200 business schools currently preferred by most international employers for the purpose of hiring MBA graduates. The list was compiled from an annual survey of Human Resources (HR) managers and line managers with recruiting responsibilities at companies around the world. Each year employers recommend new schools to be added to this list, which employers around the world can then rate and comment upon.



Bold & modern:  Management School facade

"We work hard at Royal Holloway every year to select a strong group of MBA candidates whose diverse work, education and cultural backgrounds provide a rich and stimulating, global, peer group learning environment. Indeed, this is often cited by students as a major attraction of the International Management MBA. I am personally delighted, it is always pleasing to be ranked in the top table and QS recognition here can only enhance our growing reputation as a leading MBA programme."  MBA Director, Justin O'Brien

Noh Drama here, we're MBA students !

As a two times College Teaching prize winner in 2012 Justin O'Brien, MBA Director at Royal Holloway, University of London looks each year to grow and develop his teaching portfolio with new innovations and collaborations.  With a goal to provide at least five "pixie dust" moments (poignant and highly memorable learning experiences) for the prestigious full time MBA programme one of this years innovations was via an enterprising barter based collaboration with  Dr Emma Brodzinski from RHULs highly regarded drama department.

.

The RHUL Drama department is going through a rather golden period at the moment, benefitting from a stunning refurbishment of the 'old boiler house' theatre space and across the A30 the building of a stunning new and state of the art theatre, to be named after leading English playright, Caryl Churchill, slated to open in Summer 2013.

The MBA group, having attended a Caryl Churchill production at the Royal Court theatre and participated in a get to know each other warm up session, were invited to attend a day long work shop with Dr Emma Brodzinski and professional actor,  Alex Turner, one of the founding members of of non zero one, the RHUL Drama department's resident theatre company 2012/13.  

The group were lead through a variety of exercises to help develop self-awareness and a sense of groupness, that saw many MBA candidates find themselves pushed into their discomfort zones quite quickly.  The approach was drawn from experience of developing a strong group ethos amongst professional drama troupes that demanded extensive use of movement, communications skills and reflection.

One exercise saw the group brain storm a number of different useless objects that they were then asked to go away and prepare a sales pitch for.  One of the ideas that required the use of the improvisation technique was plugging shampoo for bald people.  In addition to the development of creative thinking, students were required to work spontaenously in small groups to deliver an impact presentation of their ideas. 

The brief given to Emma Brodzinski, who designed and delivered this highly innovative workshop with collaboration from Alex Turner, sought to challenge the MBA students in a very different way and push them firmly into their discomfort zones.  Whilst some students struggled to connect with the activities, others found the final afternoons performance aspects a little bit too much out there.  The majority of participants in the whole workshop found it to be a rewarding and enjoyable experience. 

The drama sessions concluded with a performance piece in the Noh Theatre space.  Royal Holloway Drama look after Europes only Japanese Noh theatre (pictured below), a beautifully carved natural and untreated wooden construction, it is considered  by many as a holy space and used to present highly ritualised live performances.  Management students would never normally be provided access to this space

Jessica explained about the drama experience "It gave us the opportunity to experience management theory and practice in a way that was very different from what we've encountered in the classroom so far. It was refreshing to find how dramatic exercises such as developing a mock advert sketch or creating an abstract performance piece based on a work of poetry could be usefully complementary to our course. The workshops were also a great bonding opportunity for us -- we learned a lot about one another and discovered skills we didn't even know we had. "

Elena commented that "Anyone who worked as a part of a team in their job really appreciated these sessions. No one teaches you how to manage a room of over-excited people or read the intricacies of body language and energy levels when you start a new job. But those skills are essential for any leader. I will definitely be able to bring the skills from these sessions to the workplace."

Nathaniel Johnson said "I presumed that the Drama Development workshops were simply geared towards enhancing presentation skills, but I soon found that it was so much more.  I assumed that I would spend my time doing artistic re-enactments of dramatic pieces, but the activities proved to be enjoyable, relevant and extremely useful. 

The sessions enhanced my awareness of differing dynamics within groups and the activities focused on improving communication and collaboration.  The sessions contrasted the norms of our rigid lectures, coercing me beyond my comfort zone. However, participation was rewarded with a great experience, a greater understanding of myself, and my cohort.  Additionally, I discovered that my competitive MBA cohort, like to be silly and have a fun side too."

Dr Emma Brozinski felt the experiment was a great success.  The group were very engaged, and although she set her expectations a little lower, as none of the students had any background in drama, the enthusiasm and focus the MBA group brought to the enterprise to a highly successful conclusion. 

Justin O'Brien, in his role as MBA Director, stated "This is exactly the kind of activity that Royal Holloway MBA candidates appreciate.  It celebrates our strong arts based heritage, benefits from cross-disciplinary team teaching in a highly innovative format that sees students stretch and grow from a full range of learning experiences."

The Royal Holloway name ?

Thomas Holloway

I am often asked to explain the origins of the name "Royal Holloway" when I am interviewing for the MBA International Management programme.  It is easy really, first off, Queen Victoria opened the building now known as 'Founders' and Thomas Holloway (pictured above) prompted by his wife Jane decided to endow a ladies college (the second to open in UK).  The Holloway's and Victoria have a central and highly imposing marble statue sitting in the centre of the two quads. 

 

Unusually, the best window views in Founders (where I am lucky enough to have my office) are on the inside, because you get to see the bowling green lawns and the stunning towers and ornate chimney sky line.  When I've seen inside windows in other buildings, the lower light levels and view of functional  building and rather ugly air conditioning units make these aspects rather uninviting. Needless to say, as a relative new comer, I have a fabulous view over the north east corner, mostly trees, the bank and a bit of the car park.  This week: the daffodils have finally come out ! (we have had a colder than usual March) and this makes the green, grassy banks glisten with gold.

 

During the distance learning summer school in late June/early July each year we like to hold a formal dinner in the Picture Gallery, home to a unique and impressive cross-sectional collection of Victorian painting, the result of a rather scatter gun acquisition approach.  The collection has significant historic value, as a body of work worthy of an eighteen month tour of leading US universities in recent times.  The full time MBA group got wind of this and asked if they might be able to enjoy the venue too, so we instigated an annual alumni luncheon event just before Christmas at the end of term 1, the highly regarded College choir creating an amazing atmosphere.  (their album is currently storming the classical music chart)

 

The new College archivist, Laura MacCulloch, is keen to get students to appreciate the historical art in the Colleges guardianship and is now running regular sessions to share her knowledge more widely, helping to disseminate the long and rich history that underpins Royal Holloway.  Laura shared with me this BBC web resource link that allows you to view the College art collection from the convenience of your internet cafe'.