Something hidden

'Explaining individual poems can be an unedifying business. Start describing how and why they were made, or worse, what they mean, and you reach a point where the poem seems to hold no value or intrigue whatsoever’ (from Gig by Simon Armitage).

It’s true (isn’t it?) that the things we are truly charmed by have a little intrigue, something we don’t quite get, something hidden, whether it’s a poem by Simon Armitage, a piece of art or who Dr Who fancies. They leave room for interpretation. They know your own imagination will make them more interesting, more personal. They encourage ambiguity.

Brands aren’t ambiguous at all (not on purpose anyway). They don’t have interesting scars or unplacable accents. Brands tell you everything, all the time. They stomp around as if on an eternal speed date (and you know they have a couple of Viagra in their back pocket for later).

In Marketing, André Platteel observes ‘Consumers no longer believe in unambiguous brand promises. They no longer wish to identify with brand values they can add nothing to. They no longer want to be reduced to consumption machines that are only allowed to absorb predigested experiences.’

As I am writing this, Spain have just played Germany in the final of the European Cup and the Verve are nearly through their headline set at Glastonbury. The Verve are giving a perfect performance. But three chords in, I knew what to expect and it’s not exactly boring but I’m not learning much. With Spain I had to watch. I hadn’t a clue what was going to happen next. As Paul Doyle posted on the Guardian site after the game, ‘Spain are no machine, Xavi, Iniesta, Cesc Fàbregas and Sergio Ramos no mere cogs. They are a vibrant organism, each element exuding adventure and intelligence.'

I want a brand like that.

Photo credit courtesy of Eszter Hargittai

25 July 2008, posted by Patrick Cox