Thanks to Zena at the Sydney Dance Company, I spent Saturday evening at the Opera House listening to Craig Reucassel and three of the senior staffers at The Onion peel back the layers of their satirical newspapers. Aside from feeling in awe of their wit, what struck me was how soft we had been on our marketing messaging.
It felt a little like when I told the team why I initially designed a sign-in screen - the one which asks users to confirm their details, even though we can take all the information from Facebook and Google without extra consent from the users.
"Because I wanted to be polite."
I remember Tom's scrunched eyebrows and Matt's agape mouth.
"I mean, I don't want to just take their information. i want the user to be happy sharing their information with us."
"Horace, no one else does that. They have already OK'ed Facebook giving away their information."
Our marketing messaging so far has been wholly positive. I refused to let the team try negative messaging, because I did not want negative emotions to be associated with our brand. Like the sign-in screen design decision, it was naive on my part - there are nuances in how to frame marketing messages. Too often, these rules of absolutes paint the world in unrealistic monochrome.
Adam and I are due to talk about a new marketing campaign idea on Wednesday, one that I call "Almost Social". Let's see how that one goes!