How to create and communicate against populism?
Last week’s political earthquake has thrown liberals, professionals, marketers, researchers, analysts and a whole generation of cultural commenters into turmoil.
Nothing seems to make sense anymore, as we can only witness the rise of authoritarian anti-liberal nationalist movements around the Western world. (if this description resembles the one of fascism, it’s apparently just a coincidence)
Creative industries may have only one question in mind, which they had not anticipated: how do we create and share love or common good again? How do we make goodness win? Because apparently the brand that is winning is the one of discord, rejection and violence.
Interestingly, a TV series called The Young Pope, which popped up only a few weeks ago, created and directed by Oscar-winning Paolo Sorrentino, is here to offer some hints. Who better than a contemporary of Berlusconism to give us perspectives on where the truths of politics and identity lie?
What the USA and by extension — the world, are experiencing now, Italy has been through more than a decade ago. So what is The Young Pope teaching us in 2016?
It’s by reading between the lines of Pope Pius XIII, portrayed by a sublime Jude Law, and analyzing beyond his ultra-conservative stances, that we may discern the keys to contemporary political and social influence.
1- Mystery
After years of Papacies open to the world, embedded in pop culture, commercially efficient, Pius XIII pulls the shutters of the Institution down. He symbolically narrows the doors to the Vatican, making access to the Church a challenge. He also never shows face to the world, maintaining mystery on his persona.
The lesson? Mystery will create desire. Inaccessibility will stimulate the challenge. Only a few will deserve. In the real world, the luxury industry has finally reached a stage of maturity and some indicators of decline are showing. After a decade of tip-toeing into the digital world and more and more exercises of transparency and story-telling, it appears that the aura of mystery and desirability has diluted. Should luxury brands retract again and aim for fewer followers but higher spenders?
2- Revolution
The world wants the end of status quo. So does Pius XIII. He expresses a desire for revolution and takes swift action to change the practice in all components of the Vatican’s life. Merchandise doesn’t show the Pope’s image anymore, talks with government’s representatives are not friendly anymore. The tactical plays and compromises of the Secretary of State (the influential “governor” of the Vatican State) are not welcome nor efficient anymore.
The lesson? Brands with a history like Catholicism — any brand with more than 20 years of existence, actually — shall not conduct business as usual, when qualitative metrics are down. Audiences may be high, but engagement is the key of a brand. Maintaining a mainstream position and strategy is not sustainable if the brand message is not well-heard. Re-branding is always a revolution.
3- Persistence — Consistency
Across the board, voters and citizens are expressing less and less confidence in their representatives and governments. A quick search of “broken campaign promises throughout history” makes a good picture of the situation, and the new POTUS will probably follow suit and not deliver.
Pope Pius XIII, in very theatrical ways, produces a consistent world for his cardinals to seize: he is independent from their power games, he does not make compromises which would dilute his mandate and his vision. His struggles may be true at a personal level, but his output seems to suggest great personal sacrifice to establish a greater vision.
The lesson? Brands and politicians alike are due to deliver on their promises. There’s nothing more damaging than broken promises. But careful! A lot of brands may take advertising for the only level of brand promise. It is not. Recorded experience of the brand is also a promise. That is why Apple is facing more and more questioning from fans and analysts alike. When the brand innovated with ground-breaking user experience offerings a decade ago, it is now entangled in a couple daring coups coupled with questionable product planning, which brings us to…
4- Planning
To deliver a vision with consistency, one needs a plan. Pius XIII gains an edge on his opponents by concealing his objectives and his assets efficiently, but also by knowing his game inside out. He takes research seriously, analyses stakes with a sharp eye and turns in strategies that are cunning.
He uses a mix of historical references and contemporary practice as materials for his plans, and doesn’t fail to take his opponents by surprise.
The lesson? Branding and Politics are much alike, as they are disciplines of winning. But as much operational stakes as they both hold, they are actually matters of direction and ideas first. To roll-out a program, one must first make sure that it’s designed to win. Unfortunately, most brands are working on marketing premises, which are by nature elements of relativity (positioning versus competitors, pricing versus segments), while the key factor of success is to engrain success within a stable brand platform.
Strategy and Planning is not only a matter of arbitration between budgets and channels, it is a directional and essential aspect of business sustainability. It requires clarity and audacity, which are summed up in a word often dreaded : radicality.
5- Seduction
Last but not least, comes the simple but complex nature of beauty. Pius XIII is building his plan with a lot of it hinging on one very intangible asset he has: his features. Yes. His looks. As petty as it sounds, beauty of the merchandise and/or the messenger seems to be essential.
The lesson? Design has been for decades a discipline that tried to rationalize itself. As Stefan Sagmeister often advocates, “Beauty is not just in function. There is beauty in non-functionality.”
Influence on the hearts of citizens and consumers has to come back to the centre of politics and brand development. Rationalizing everything from contents to communication has made topics dull. Who cares about European programs and mandates? Who likes to read safety manuals? Who can distinguish two minimal lifestyle brands anymore?
Let’s put beauty back on the table. Let’s put seduction back in branding.
If creative industries do not reflect on these elements and conduct their own revolution soon, the world is promised to a lot more populism and all that is entailed.
To engage and chat about making a difference: @vu_quan
Watch a trailer of The Young Pope:
