With a pen and camera
Earlier this month, I took out my Rolleiflex 6008 Pro and took a few photos using Polaroid 679 pack film. For those old enough to remember, Polaroids were frequently used to check exposure, light quality, composition, subject focus, depth of field and so on. These are but a few samples I took; in each case, the texture, the feel and ambiance of the image puts me in a calm state of mind.
I learned early on in my career that market segmentation is but one level of segmentation. I think of the process as one of differentiation. Demographic segmentation requires specificity in a cultural subset. In other words, you don’t place spanish-speaking people as solely spaniards any more than those speaking french as frenchmen.
The subset is of material importance. Spanish-speaking people come from many places other than Spain, ergo the same for french-speaking people living elsewhere than France. Think Puerto Rico, Mexico, Columbia, Dominican Republic for the former and Quebec, Monaco, Ivory Coast and Belgium for the latter.
There has been a tremendous amount of buzz regarding LGBT civil rights. Ireland is the first country that recognizes same-sex marriage after its citizens voted it so just this past May. Caitlyn Jenner is a household name and we’re likely to hear a lot more about the former Bruce Jenner’s transgender journey.
So, what does this have to do with marketing? For me, plenty.
First and foremost, we’re dealing with a community of people. Many countries treat LGBT people like criminals. In no uncertain terms, being lesbian, gay, bisexual or transgender puts you on death row in several countries. So, tell me where’s the real crime taking place?
I recently attended a screening at the 28th Annual Outfilm CT Film Festival held on the beautiful campus of Trinity College in Hartford, Connecticut. From May 9th to June 6th, controversy, art, education, tolerance, intolerance, inclusion, love, forgiveness, the banal and the beautiful were expressed across a variety of films, short and of feature length. The films I watched provided a temporal take on LGBT concerns as well as the eternal qualities of love, acceptance and foregiveness.
There’s also the economic take that cannot be ignored. LGBT folks are contributors and consumers. Some hold high-level positions in business [Tim Cook, CEO of Apple, e.g.] Yes, the human costs are invaluable, however the economic costs can be calculated. If you need more information, this recent article from The Atlantic can shed more light on the value of the LGBT economy.
How important is the LGBT community? Here’s the short list of corporate sponsors of the Outfilm CT Film Festival: Pratty & Whitney; CIGNA; The Hartford; AARP; Aetna; Baccardi; Barefoot Wines, among others…like the firm I work with.
In addition to other key designations and credentials, Michael Matty, the President of St. Germain Investment Management, holds the following: Accredited Domestic Partner Advisor [ADPA]. While segmentation is important in marketing analysis, inclusion holds its own relevance as well.
As is often said, the only constant in life is “change.” From the simple, to the complex, there’s an undeniable commonality about anything that changes: something is altered, modified, created or destroyed.
Such is the case when the Homestead recently sold. No longer a home, it is now a house, an empty canvas ready for what every new homeowner does to a key living space: change it to make it their own. In effect our ancestral abode has shed the attributes that made it our home. Think of a brand losing or morphing its attributes into qualities altogether different. Such qualities are not entirely alien, but changed enough to see and feel a difference from what was once a space all too familiar.
It’s been decades since I lived at the Homestead full-time. At present, I choose to recall good memories as the not-so-good memories dissolve into the negative space created by vacated furniture and other items. As noted in a lyric from a Carol King song, “…yesterday’s gone, but today remembers…”
“Nobody knows the trouble I’ve seen….” and so goes the opening chorus of a popular spiritual song, which, in light of this year’s winter snow, feels appropo. I can’t remember a time when so much cold and snow visited our fair states. Substitute “winter” for “trouble” in the opening line and you can get a good sense of what burdens the lot of us. The quantity of snow has wreaked havoc on just about everything, and I mean everything.
But, all is not lost. This past weekend, scores of winter-weary New Englanders flocked to Smith College to soak in the colors, aromas and textures of the annual flower show. To wit:
This year’s theme, “Monet’s Garden,” contains relevance. The artist had a fondness for working the earth as well as the paint brush. Monet had indicated that aside from painting and gardening, “he wasn’t good at anything.”
It seems that both gardening and painting were a very good fit for him.
As far as I can remember, B&W images have held my imagination firmly, yet inspirationally. Perhaps it’s how my brain’s wired, or the fact that my wired brain is getting older and thus prone to moments of unusual clarity. Maybe it’s about oxygen loss, electrolyte loss or that i’m just losing my mind.
Of late I’m remembering things in B&W, photographically speaking. Faces, places, things and so forth. If I close my eyes and remember an important event, more often than not I believe I can see the memory more clearly if it is, indeed, framed in B&W. I have no scientific explanation or simple rationale as to why, but such is the case. It doesn’t always happen, but when it does, I take notice.
Don’t start thinking that this brief treatise is about black and white being “more real” than color. That’s a tired argument made more exhausting when I’m among other photogs who present their case without first having the benefit of a glass of wine or beer…or both.
Grey in all its incomparable shades, levels of intensity and density and luminance, is a wonderously beautiful color. To me, none of it is boring or trite or conveniently familiar. I embrace the liberty that black and white gives me; everything in front of me is unified. The brigthness or darkness provides the lightness and weight respectively of whatever subject is before you.
The photography of Elliott Erwitt—in particular his series on dogs—is unabashedly “light” in nature. Eisenstadt’s iconic image of sailor-kssing-nurse-in-Times Square becomes a beautiful expression of unbridled joy. Ralph Gibson’s images from his collection, Somnabulist, is a journey alongside light’s texture. Yes, there’s texture from the subjects in his images, but you can feel the intensity of his grey scale, an intensity that pushes one’s comfortable notion of contrast, modeling and depth to another level. Cliche sounding? Yes, but you can prove it to yourself by allowing yourself a different POV. For me, no discussion is complete without mentioning the grandfather of Grey as something beautiful: Ansel Adams. Whether it’s a postcard-sized image or a 30×40-inch print, there’s no denying an evocative appreciation of his creativity and understanding of how he feels for what’s in front of him!
Most of all, I sense that grey gives me an empirical appreciation of my life to date. Here’s what I mean: B&W and all its shades of grey acts as an emotional filter, allowing my most genuine feelings to surface. I can safely feel—whatever such feelings might be—at a “safe distance” yet feel a sense of inclusion, maybe even a connection, with the subject at hand. Remember that “subject’ doesn’t necessarily mean what’s tangible in front of you, but a quality that rises from your persona or sense of self.
I’m taken by grey. It’s so beautiful to me…
I can’t recall when branding became a cultural cutting tool. In the halcyon days of advertising [my window being the late sixties to the early 1980s], the marketing message focused more on benefits versus negatives. Today, there’s more when-compared-to-a-leading brand tactic in positioning an advertiser’s advantage or benefit to the consumer. Comparative advertising is not novel, however I sense a stronger delineation between two similar products or services vying for the same consumer’s attention. Negative advertising might be viewed as a type of comparative advertising. The first is more about having a superior product or service, while the latter is more about the inferior nature of the product or service.
My arrival at this junction of brand and polarization is the result of the frequent bombardment of political ads across the media spectrum: digital, print and broadcast. Political ads have never been pretty or pleasant as most I’d say are highly negative if not banal by nature. The few “wholesome” spots are done to show the humanity of a candidate. Strategists however,think delivering a negative message is the most effective way to discourage a voter from choosing an opponent. Make the other person look bad to make my candidate appear better is the thought process there.
As a result of this, I see more polarization across our diverse culture. It doesn’t matter if you’re a card-carrying democrat or republican or libertarian. Polticial divisions are no longer bordered with temperance or a reciprocal respect for one view over another. At the base of these divisions is a my way or no way kind of thinking.
But…now that mid-term elections in the USA are done, perhaps we can see something new from our federal and state governments, something that can provide some semblance of balance without taking advantage of one group over another, something that allows us to move forward instead of remaining entangled in ideological gridlock: compromise.
Noted marine biologist, Edith Widder, Ph.D. has spent much of her life under water. She has in fact devoted her professional energy to creatures living in oceans so deep that the light of day will never reach them. On November 23, Dr. Widder will be giving a talk, open to the public, about her work on bioluminescence and marine life. I’m looking forward to it for a variety of reasons not the least being my curiosity and fascination for things different.
copyright Edith Widder
This photo is a good example of what she studies, specifically, bioluminescence. It’s that unique ability to generate light, light as the result of chemical reactions inside the organism. On the one hand, you have the image on the right side of the frame. It shows the jellyfish as it appears under natural light. The image on the left is the same animal but in suroundings totally devoid of light.
The point I’m getting to is this: is your personal brand consistent across work environments? Does it change in any way, and if so, is the change pronounced enough to be noticed? Think of mannerisms [behavior and comments] and appearance [attire and grooming].
I suspect that under extreme conditions, some people undergo changes that could leave others scratching their head. “When did he decide to wear really nice-looking suits?” However, for most of us, we don’t so much change our personal brand as much as we do tweaking it. We dial in some adjustments to reinforce an attribute or suggest another. A long time ago, I read somewhere—and it probably came from an Italian designer—that three things signal a person’s sense of accomplishment, confidence and purpose: a wristwatch, shoes and writing instrument. Interesting.
Regarding wristwatches, using mechanical watches—either hand wound or self-winding, reinforces to an erudite observer that the wearer has a sense about time’s importance. Mechanical watches require attention. A nice [Swiss, German, e.g.] automatic watch represents a high level of skill and expertise in watchmaking. Costs aside, I like to think that the wearer of such accessories has an awareness and appreciation for fine watchmaking. The same can be said of the other 2 items. A good pen—especially a fountain pen—speaks volumes about the user. And like the automatic wristwatch, observations cover both positive [learned, confident, assured, accomplished, e.g.] and negative [flashy, poor use of money, attention seeker, pretentious, e.g.]. I don’t think I need to elaborate on footwear at this point.
So then, what aspects of your personal brand are you fine tuning? Are the adjustments or changes subtle or dramatic in their expression….like our jellyfish?
Carlo Centeno 