A think-tank of one distilling ideas through weekly soliloquies.
Joined November 2020
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The Generic Generalist retweeted
Don’t start in service.
@uncommon_studio
Uncommon Creative Studio's @nilsleonard wants creatives to think bigger than the brief. At D&AD Festival 2025, he shared what building Uncommon taught him: the best ideas don’t come from chasing someone else’s dream — they start with what you wish existed.
#dandad25
The Generic Generalist retweeted
Pretty sure there is a positive correlation between how good a company is at Marketing and how simple there plans are.
Apple = Do the simple things that matter well.
17th biggest DTC Sneaker brand = AI based predictive analytics to create personalized context specific ads
The Generic Generalist retweeted
What we've NOT done here is segment by lazy variables like gender, income, age, Millennials/Gen X etc.
A segmentation should always be tailed to your specific category and business products or services.
With segmentation complete, you can now proceed to building a strategy...
The Generic Generalist retweeted
It’s always interesting how so much of the world of logic and tech fails to understand the sheer magic and necessity of brands, it’s far closer to a human need than many people will ever comprehend
The Generic Generalist retweeted
A foolish consistency is the hobgoblin of little minds. Ralph Waldo Emerson
I'm seeing an innovation plateau across industries. Remember when CES or Detroit Auto Show meant groundbreaking launches? Apple II or introducing the SUV.
Today, it's 'Circle to Search' or an bespoke camping gear with your F-150. Where are the game-changing products?
Ever wondered about the challenges of running a business? Advertising agencies sometimes run out of business themselves.
The Generic Generalist retweeted
Ad agencies, advertising themselves. Ogilvy & Mather, 1975. "While you are responsible to our clients for sales results, you are also responsible to consumers for the kind of advertising that you bring into their homes. Always tell the truth." #advertising #adsforadagencies
The Generic Generalist retweeted
The more the latency between idea & discussion and between discussion & decision and between decision & action, the lower the odds that new & different ideas get a chance to grow, and so calendars that are jam packed for the next 2-3 weeks are the silent killers of innovation.
The Generic Generalist retweeted
It’s called “content marketing,” not “process marketing” for a reason.
“Take Adobe or AirBnB as examples. They are massive in their fields and generate tons of wealth... they do not require roads, machinery, or special permits, it is truly the triumph of humanity’s genius over matter."
link.medium.com/vwBrMqOXWFb
"Advertising by the numbers is not for you, or us"
Ad agencies, advertising themselves. Y&R, 1964. "There's a whale of a difference between copying and creating." #advertising #adsforadagencies (with a nod to all you AI "creators" out there.)
The Generic Generalist retweeted
Ofcom have recently released their 2023 Online Nation report, the most comprehensive view of online usage and attitudes in the UK. Here are ten of the most interesting findings, with implications for researchers and advertisers @tomroach @Grace_Kite @profpauwels @thetenzer
The Generic Generalist retweeted
World's Best Ad... or maybe not? 🤔
Sales Decline: After an initial strong interest, the sales of Macintosh couldn't sustain and started to decline.
Layoffs: Apple laid off 1,200 employees, which was about 20% of its workforce in 1985, due to financial struggles.
Leadership Turmoil: Steve Jobs leave Apple in 1985 after losing a power struggle with the CEO at the time, John Sculley.
Inventory Surplus: Apple overestimated the demand for Macintosh, leading to surplus inventory.
Profit Drops: Apple's annual net income fell from $217 million in 1984 to $180 million in 1985.
