I love Monocle. I was first “introduced” into it a fair few years ago as a magazine with a fresh look, manga cartoons and a passion/steadfast support for print in an increasingly digital media landscape.
I’ve since seen the company stretch its brand in many different directions – retail and coffee shops, clothing and fragrance partnerships – but always retaining the essence of quality and curation. It’s always had a very clear view on what it was about and always sought to (re)emphasise it with any new venture.
In the latest print edition of the magazine (focused on the media landscape) its editor, Tyler Brule, answered a few questions about it. But the one below really caught my eye. In a world dominated by stories and a belief that social is a must for all companies, Tyler offers a very interesting view about why Monocle chooses to not have a presence in social. I especially like the notion that “good brand are a little bit mysterious and shouldn’t reveal too much”. Always leave space for people to fill in the gaps.
It also reminds me of the (I think) Steve Jobs thought that “Strategy is as much about what you do, as about what you don’t do” (paraphrased as I can’t actually remember the proper quote).
Two images, “stolen”, from @rshotton on Twitter which illustrates how averages can be deceiving
Saw this as part of an article in Monocle’s “Forecast” and thought there was a lot that could be applied to marketing as well.
We are in an age where we know more and more about our target audience and can refine our message to those audience but are we doing so at the risk of losing some of the “social momentum” and impact that a wider message can have?
A metric which becomes a target loses its value
A really interesting interview with Mark Ritson covering a wide array of activity but from about 14:40 he goes on to talk about tactics/marcomms vs marketing and how the two are often converged in the mind of people in the industry.