MY DEEP LEARNINGS OF THE WEEK 10/11/2020

Dear Curious Learners,

 What a week!

 Here are 4 – among many - of the learnings and insights I covered in this week's Culture Classes:

WHAT IS THE ORIGIN OF THE TERM, "OCTOBER SURPRISE"?

You may be familiar with the term "October Surprise" – mentioned repeatedly within the context of Trump getting COVID. Historically, it's used to describe a surprise turn of events that can dramatically impact an upcoming election.

 The most recent October Surprise preceded Trump’s 2016 win when FBI head James Comey, announced he would reopen the case examining Hillary Clinton's emails. Many believe this "surprise" cost Clinton the election.

 But what did I learn?

 In the early 20th century, the term was coined by department store retailers to surprise customers with a new Fall sale.

 Then it was appropriated by the Reagan Campaign. The GOP feared a last-minute deal to release American hostages from Iran might earn incumbent Jimmy Carter enough votes to win re-election.

 Question: Will there be any more October surprises?  

Short answer – YES. We’re all living through a head-spinning volatile human experience and the hits keep coming. And it may not be politically oriented. Just look at the Ocean Spray meme that became a surprise hit. 

TIKTOK GROWS UP AS A POLITICAL FORCE AND GEN Z IS IN CHARGE

 WOW. TikTok has sky-rocketed to over 800 million users.

Many of my clients have been making fun of the platform and their kids' use of it to make mimicked music videos. But this week, they've seen the other side: It's the antidote to Trump's tweets. Kellyanne Conway’s daughter, Claudia used the medium to break the news of her mother's COVID.

Over the summer, Gen Z’ers used TikTok to game the system - recruiting peers to sign up for Trump rallies and not show up; now thousands are "placing Make America Great Again apparel into online shopping carts with no intention of purchasing. Shopping cart abandonments cost e-marketers about $4 trillion dollars per year."

THE EVOLUTION OF BRANDING: FROM TEARS TO COMEDIC NOSTALGIA 

When COVID first changed our lives on March 13, 2020, every brand began speaking to us with "tugging-at-our-heartstrings music" alongside language "In these uncertain times…"

Then Brands shifted to excitement...remember the Budweiser Dog & Pony Show mad dash to a “just re-opened for business” saloon alongside the QUEEN anthem, "Don't Stop Me Now”?

Then…when COVID cases resurged, Budweiser pulled the ad.

The WSJ recently profiled Progressive Insurance's CMO, Jeff Charney’s new strategy to contend with any risk of tone-deafness: Create an arsenal of ads – be ready to respond to cultural mood shifts. Whatever the outcome of the election or if a 2nd wave takes hold, he's prepared.

 And now, the latest trend is to play it safe with nostalgia: Uber Eats shows a duel between Captain Picard and Luke Skywalker; Liftmaster channels Ferris Bueller; Dodge produced a prequel to Talladega Nights.

WHY PEOPLE ATTRACT FLIES? 

Flies are attracted to the warm heat of our bodies, sweat, salt and the carbon dioxide we breathe out. Sounds like a person filled with Hot Air. LOL.

 Want to go deeper?

• Build a Custom Culture class with your organization and me.
• Join my weekly Premium Culture Classes where anyone can join a group of curious execs from other companies and industries.
• Book a private session with me for 30 or 60 minutes.

 All my love and hope,

BRAD