Building Brands or Changing the World?

Nils Leonard spoke at my previous employer's staff induction day. For those unaware, Nils is the current poster boy for disruption in the Advertising Industry and an excellent speaker. This was before he left Grey and before he started Uncommon Creative Studio. However, if you had seen the speech and had hindsight, you'd understand it was a hybrid moment. He elaborated on the philosophies he had propagated at Grey: Open Culture, among others. Yet, there were just enough Arthur Miller references and nods to wanting to "build brands that people in the real world actually wish existed." IYKYK.

Uncommon is revolutionizing the advertising landscape with this ethos. Some of their notable work includes projects for EA Sports, B&Q, The Jordan Brand, and Pinterest. They are raking in awards, including features on Fast Company’s most innovative list. Their recent campaign for British Airways is garnering more acclaim than ever. So, here's a question for you: stepping away from the brand designation for just a moment and focusing on corporate structure.

Is British Airways a company that people in the real world wish existed?

How would one know? Especially if their annual report was as unintelligible as your average massive corporation’s. British Airways is owned by the IAG group (as are Aer Lingus, Iberia & Avios) btw.

I'm not taking shots at British Airways, Uncommon, or IAG. I've flown with all the airlines, I love Uncommon's work, and I'm an Avios member. But I do have a point to make.

The mission statement, which I heard hints of in 2015 - and we all bear witness to now - is: "Uncommon is a global creative studio based in New York, London & Stockholm, building brands that people in the real world actually wish existed."

Their most lauded work for massive organizations focuses on important issues from mental health to climate change. I just can't help but question the language in the mission statement - the very deliberate choice of the word "BRAND."

A brand and a business are closely related concepts but are not the same thing.

A business refers to an organization or entity engaged in commercial, industrial, or professional activities. It involves the production, distribution, or sale of goods or services to make a profit. It encompasses the operational and financial aspects of an entity, including its structure, processes, products, and services.

On the other hand, a brand is the identity or image of a product, service, or company that consumers recognize and associate with certain qualities, attributes, or experiences. It encompasses the perception, reputation, values, and personality of a business or its offerings.

In essence, a business is the entity itself, while a brand is the emotional and psychological connection it creates with its audience.

I took the liberty of reading BA’s annual report and then running the executive summary and management report through an LLM for some quick analysis to cut through the corporate jargon. And let me tell you, it's brimming with corporate speak. It resembles a 125-page Word document that investors will sift through, but it's unlikely to engage any ordinary person. However, the crucial information that should be shared with the public to assess whether it is “a business people in the real world wish exists” is buried within.

A great company is a conspiracy to change the world. I believe Uncommon has the potential to be one. But why are they speaking in such grand terms and then limiting themselves to just branding?

Last week, I discussed vertical and horizontal progress. Vertical progress isn't about creating better ads for companies that operate in the same manner. It's about revolutionizing the way businesses communicate for the better. It's about making everything more accessible to people and listening to the next generation, who seek clarity, authenticity, and truth.

Can it be done? Maybe, we’ll see.

As you were.

MrMcK

"In the long run, the most important thing is to be true to yourself, and those things will come naturally." ~ Arthur Miller