By not making the season about them. – “Some brands thrive because they sell great products. Others simply feel good to be around…”
Welcome back to A Writing Life, our series of monthly articles written by long-time 26 member and contributor Rob Self-Pierson.
Like many of us, Rob straddles the line between commercial and creative writing. Each month, we’re inviting him to share the trials and triumphs of a writing life – and what he learns along the way.
It’s December, and Christmas has been a different experience for Rob this year. It’s made him very aware of every message brands put out…
I like Christmas. But it can be such a noisy season.
The last few weeks, you might have heard movies shouting and crackers snapping and children fighting with excitement.
Brands can be just as loud. I’ve lost count of the festive messages I’ve received by email, DM, pop-up and post this year. Mostly selling me products and lifestyles. Now it’s Boxing Day deals.
I wrote last month how my family has suffered trauma the last few months. Mum’s brain injury has put us all on the edge of overwhelm, as we’ve tried hard to focus on her continuing recovery. Lots of the ‘happy holidays’ comms have almost pushed me over.
But not all of them. Some brands find a balance between promotion and respect at Christmas. Here’s how I think they do it:
By not telling us how Christmas should be
This year, with family illness a thick fog around me, I realise how fortunate I’ve been at Christmas for forty years.
Apart from Dad being in hospital in 2021, I’ve been home with my family. With a new perspective this year, I’ve noticed the brands who are aware that everyone’s Christmas is different.
They show through marketing that a ‘Happy Christmas’ isn’t necessarily a time of sherry and charades. For some, happiness is knowing a relative is still with you, or getting a hot meal. In hospital, we were wished a merry Christmas by staff who don’t celebrate the holy day. For many, this time is simply a chance to share kindness.
I’m not saying I want brands to stop depicting a happy Christmas. And I know businesses must sell to make money. But awareness and empathy get you a long way in branding – as they do in life.
By focusing on just one piece of comms
I like brands who focus on doing one thing well. At Christmas, few seem able to. They tend to overfill us, like in meals of festive movies.
Those who focus their message leave a positive taste. At least with me they do. I’m more likely to stay in touch with these brands than those who fire fifty messages at me across a month.
It must be tempting to go scattergun though. Everyone else does, right? Nope. I’ve just checked, and two notable brands have sent me just one communication this month. One told me about a new product I might like. The other sent a message of goodwill.
To continue my unseasonal metaphor, let’s say wise brands do it the sniper’s way. Take aim, fire, make a single, powerful connection.
By creating a sense of warmth, comfort and control
OK, I’ll name a brand. John Lewis. But the John Lewis of Christmas Past. Long past? No, 2009, when adam&eve inherited and sprinkled magic on the brand’s advertising with ‘The Feeling’ campaign.
It’s a simple idea well executed. Kids open presents traditionally bought for adults, like a coffee machine. Oh the joy! Taken By Trees play Guns n Roses’ ‘Sweet Child O’ Mine,’ slow and acoustic. The pay-off line is ‘Remember how Christmas used to feel?’ Very nice.
I enjoy comms like these. I’m warmed and comforted by the sweetness and good feeling. Unlike more recent attempts by John Lewis and copycats, the pathos is understated.
And why ‘control’? John Lewis is selling. I get that. But with no forceful call-to-action, I feel in charge of whether to buy.
By not making the season about them
I started writing this piece before a trip into London. I’m finishing it now I’m home, having walked past a lot of Christmas messaging. Only one thing made me stop and reflect. A billboard from O2 saying:
We’re giving free data to
those who need it most
If you’re struggling to stay connected, ask for the
National Databank in any O2 store
I know: active sentence, O2 could be bragging about the scheme, which they helped set up. But I don’t read it that way. I almost flip the top two lines, putting the emphasis on those who need help.
When I do, I think – I like you, O2. What a kind gesture. Some brands thrive because they sell great products. Others simply feel good to be around, like the friend whose ego never joins the conversation.
By putting a gentle smile on our faces
Smiling’s been different for me this year. I used to think joy was just in global adventures. Now I sense it in life’s simplest moments.
In fact comms that nearly pushed me over the edge have been like global adventures. Packed with colour, energy, people, variety. Great when you’re in the right mood. But draining when you’re not.
Smart brands make things simple and fun. With a quirky phrase. A knowing wink. A smart observation about the season.
It’s often all you need to raise a gentle smile and be remembered.
Together we go
I hope you’re enjoying your festive break, if you’re lucky enough to have one. If you’re working or caring for others, try to do so with patience, love and compassion. I’ll be back with you in January.
Onwards,
Rob Self-Pierson
If you’d like to share in response, message Rob via Max at 26. Also, find out more about Rob or connect with him.