SLOW BURN MARKETING
  • Home
  • Portfolio
    • Branding
    • Audio / Video
    • Print
    • Web
    • Collateral Etc.
  • About
    • Blaine Parker
    • Honey Parker
    • Testimonials
  • Services
    • Do You Fit?
  • Stuff
    • Speaking
    • Books
    • Newsletter
  • Story Lab
  • Contact

Is it really all that crazy--or is it just one more way to compete when you're a David in a sea of Goliaths?

6/21/2016

0 Comments

 
Picture

​"IF EVERY WEEK WAS LIKE THIS ONE, I'D NEVER CLOSE THE DOORS."
 
So said the Fabulous Honey Parker last Friday after an especially productive and gratifying series of client presentations.
 
These presentations brought tears (for the right reasons), laughter, and lots of "Oooooooh, I like THAT."
 
There was a lot of fun, a lot of gratitude, and a lot of virtual high-fives. (Most of our work lately is done over the phone.)
 
No, this is not a typical week for Slow Burn Marketing.
 
But we do tend to have fewer problems than most people experience in a business like this.
 
And in part, the reason is simple.
 
NOW, OUR CLIENTS CONSIST ONLY OF PEOPLE WITH WHOM WE'D ENJOY HAVING DINNER
 
Yes, it's a rule you're probably not going to find at a joint the size of Grey Advertising.
 
One does not become the biggest ad agency in the world by being so discriminating.
 
Fortunately, we don't have any designs on being so big.
 
Early in our existence as Slow Burn, we realized that the only clients causing us trouble were the ones we really didn't enjoy to begin with.
 
They were the kind of people who thought they were smarter than everyone else, including us. They ended up creating problems that didn't need to happen. They looked to others for opinions and approvals rather than having the courage to make their own decisions.
 
SO WE DREW A LINE IN THE SAND
 
On this side of the line: people we'd enjoy having dinner with.
 
On the other side, people like the guy who said to us after a presentation, "I know that's the right way to do it, but I don't have time for that."
 
Since drawing that line, business has been a lot more fun.
 
Being more discriminating about who becomes a client has been really helpful.
 
But there's also another, more unusual reason why we end up with a week like last week.
 
It's about not being afraid of the Crazy Ivan. 

YES, ROY WILLIAMS TALKS ABOUT THE CRAZY IVAN
 
In fact, it's one of the terms contained in the fabled Dictionary of the Cognoscenti of Wizard Academy. 
 
The Dictionary defines Crazy Ivan thus: "a random element added to get attention."
 
I once heard Mr. Williams say he'd borrowed it from radio astronomy.
 
The term has been used to describe unusual, intermittent radio signals coming from a body under observation.
 
For instance, it could be a pulsar blob that "peeks" out from behind another celestial body and skews observation of that body.
 
Since the game of radio astronomy includes figuring out how to eliminate irrelevant background noise, a Crazy Ivan is just one challenge of the game.
 
A MORE COMMON USAGE COMES FROM NAVY SUBMARINERS
 
Once upon a time, Soviet submarines couldn't use sonar to "see" if a U.S. sub was following them in their baffle, which is the area immediately aft of the stern.
 
A kind of hydro shadow, that area is blind to hull-mounted sonar.
 
In order to find out whether they were being followed by an enemy sub, the Russians would perform a "crazy Ivan."
 
This is a maneuver in which a suspicious Russian captain would wheel the sub around in a kind of underwater power slide to "clear the baffle."
 
Frequently, the Russians would find themselves facing a surprised U.S. sub that was saying, "Oh, hey Ivan. Dude. Didn't see you there. Za zdaróvye!"
 
THAT'S HOW HOLLYWOOD DELIVERED THE CRAZY IVAN TO THE MASSES
 
It's a bit of business from the Alec Baldwin/Sean Connery thriller, The Hunt For Red October, based on the Tom Clancy blockbuster novel of the same name.
 
So, a pulsar blob, or a submarine maneuver. Or a problem in competitive paintball. (Not going there.)
 
All Crazy Ivan.
 
And none of them Slow Burn's Crazy Ivan.
 
But our Crazy Ivan is similar to both Mr. Williams' usage and the naval usage.
 
Because the former involves an element that's peeking out and taking your attention. 

And the latter is about learning to pay attention to something that's following you around.
 
Both of those things are applicable in performing creative work.
 
THE TRICK IS IN FIGURING OUT HOW TO DEAL WITH THEM
 
Most people will ignore the nagging sensation that there's a Crazy Ivan tapping them on the shoulder, trying to command their attention.
 
One thing we've learned to do is embrace that sensation and try to flush out the culprit.
 
The result is that, when we present new brand names to a client, we usually have one Crazy Ivan in the mix.
 
This is the brand name no one saw coming.
 
The name that hits you right between the eyes.
 
The name that says," Go ahead, try to ignore me now."
 
One of the most unusual of our Crazy Ivan names has probably been Salt.
 
NOT THE FIRST NAME YOU'D THINK OF FOR A DENTAL PRACTICE MANAGEMENT CONSULTANCY
 
But we threw that into the brand presentation as the Crazy Ivan (mainly at the behest of Honey, who recognized its power much more quickly than did I--ironic, as I had blurted it out as a joke).
 
The result of rebranding the consultancy as Salt Dental Practice Management was an almost immediate doubling of the client base.
 
Last week, we had two presentations in which we presented respectable, usable, evocative names-- 

And a Crazy Ivan.
 
In both cases, the client reaction was enjoyable.
 
In the first, there was a gasp, followed by an, "Ooh, I like that!"
 
In the second there was a moment of silence, followed by a minute or so of breathless laughter.
 
SADLY, I'M NOT AT LIBERTY TO TALK ABOUT THOSE BRAND NAMES YET
 
We cannot let the brand cat out of the bag
. 

These are nascent undertakings and revealing them is the clients' prerogative.
 
But we can tell you each Crazy Ivan is surprising and unexpected and a cause for delight in two business niches in which delight is unusual.
 
In fact, both of these businesses are about solving big problems.
 
One of the efforts is even life-altering, speaking to people who are in pain and under extreme duress.
 
And the names of both businesses are cause for at least some degree of happiness, joy and hope.
 
SO WHAT IS THE POINT OF ALL THIS BABBLE, ANYWAY?
 
The point is this: listen for the Crazy Ivan.
 
If you come up with a crazy idea, NEVER say, "Well, that's really good, but we can't use it."
 
Yes, sometimes that idea might be rough.
 
The idea might require some refinement.
 
And one must be smart enough to recognize where the power comes from and what must be done to harness that power while sloughing off the baggage or any other impediment.
 
And one must be able to recognize whether it's an appropriate Crazy Ivan.
 
CALLING A MORTUARY "FUNERAL FUN!" IS PROBABLY A BAD IDEA
 
So would be calling an investment advisory, "Fountains Of Filthy Lucre."
 
And compliance would never allow it.
 
But don't be afraid to act like an upstart--especially if you happen to be an upstart.
 
Which, by definition, describes most people reading this screed.
 
Watch and listen for Crazy Ivan.
 
Whether it's a business name, an idea for a promotion, the name of a product or service, or even a headline for an ad, don't fear the Crazy Ivan.
 
Handled properly, he might help you make crazy money.

0 Comments
    Picture

    Author

    Blaine Parker is prone to ranting about any and all things related to brand. In many ways, he is a professional curmudgeon. While there is no known vaccine for this, the condition is also not contagious. Unless you choose it to be so. 

    Archives

    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015

    Categories

    All
    Abe Lincoln
    Advertising
    Advertising As Art
    Ad Writing
    Amazon
    Apathy
    Art And Advertising
    Attack Ads
    Authenticity
    Beat Bobby Flay
    Besotted
    Best Ads Of 2017
    Big Ideas
    Billboards
    Bobby Flay
    Book Marketing
    Brand Advertising
    Branding
    Branding Book
    Branding Santa Claus
    Brand Names
    Bud Light
    Budwieser
    Burger King
    Burger King Advertising
    Burning Man
    Burning Questions
    Business Book
    Buy Now
    Car Advertising
    Carefu;-ish
    Careful-ish
    Casablanca
    Christmas
    Commercials
    Commitment
    Communication
    Content
    Core Customer
    Corny
    Corporate Culture
    CoupleCo
    Couplepreneurs
    COVID 19
    COVID-19
    Crazy Ivan
    Creativity
    Creativity Over Message
    Cult Brands
    Customers
    David Ogilvy
    Dick Orkin
    Diisruptive
    Down Market
    Dr Sam's Eye Care
    Effectivness
    Electronics
    Entrenched
    Exceeding Expectaion
    Facebook Advertising
    Feeling
    Focus
    Focus Grouping
    Fonts
    Food
    Fraud
    Gary Vaynerchuk
    Hair Club For Men
    Hanukkah
    Holidays
    Hotels
    Hugo Boss
    Hurricane Relief
    Ideas
    Influence
    Inspiration
    Internet Radio
    Jeep
    Jerry Lewis
    Johnnie Walker
    Jungles
    Krylon Spray Paint
    Lawyers
    Lightning Branding
    Logos
    Lulu Lemon
    Mackerel
    Make Customers Care
    Marketing
    Masks
    Meaning
    Media
    Medical Tourism
    Membership
    Me Too
    Millennials
    Milton Glaser
    Must See TV
    Napa
    Nastalgia
    New Clients
    New Skills
    New Years
    Nicaragua
    Niche Brands
    Offers
    Ogilvy On Advertising
    Outdoor
    Pasta
    Patriotism
    Pen & Paper
    Personal Brand
    Pizza
    Podcasts
    Poetry
    Point Of Purchase
    Political Advertising
    Political Correctness
    Price Advertising
    Pringles
    Procrastination
    Product Experience
    Publicity Stunts
    Punctuation
    Puppy Monkey Baby
    Radio
    Reader Question
    Reality TV
    Relationship Marketing
    Repeat Customers
    Research
    Rhode Island Tourism
    Road Trip
    Romance
    Rosser Reeves
    Sailing
    Sales Staff Writing Radio
    SEO
    Small Business
    Small Business Branding
    SnapChat
    Social Media
    Social Media Marketing
    State Farm
    Story
    Struggling
    Subaru
    Super
    Superbowl
    Super Bowl Ads
    Sushi
    Sy Sperlling
    Taglines
    Thanksgiving
    The Big Short
    Trademarks
    USP (Unique Selling Proposition)
    Vail
    Velcro
    Vernacular
    Vocabulary
    Wine
    Words Good
    Writing
    Writing Advertising
    Zeitgeist

    RSS Feed

OFFERING:
Branding & Marketing
Speaking
Books
Newsletter


INFO:
Services Breakdown
​
Clients
About
Testimonials
Contact
STORY LAB
Picture
​
​
© Copyright 2020 Slow Burn Marketing LLC
Privacy Policy
Terms & Conditions
Picture
  • Home
  • Portfolio
    • Branding
    • Audio / Video
    • Print
    • Web
    • Collateral Etc.
  • About
    • Blaine Parker
    • Honey Parker
    • Testimonials
  • Services
    • Do You Fit?
  • Stuff
    • Speaking
    • Books
    • Newsletter
  • Story Lab
  • Contact