Copy, Copy, Copy E-Book

Mark Earls

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 323

Veröffentlichungsjahr: 2015

Beschreibung

THE #1 HACK FOR SMARTER MARKETING

We all want new answers and new solutions for the very real and pressing challenges that our organizations face. New things to point to and talk about, new ways of working and new ways of thinking that might just be better than the old ways.

But rather than this endless search for a brilliant and novel solution, why don't you just copy something that’s worked before?

Mark Earls, leading expert in marketing and consumer behaviour, quashes the stigma around copying, and shows that it can help us to rethink how we go about solving problems. By understanding what other people are doing and the choices they make, we can develop strategies to solve the challenges that we face inside and outside the organization.

Based on extensive research and proven examples, Copy, Copy, Copy provides over 50 strategies that you can use right away to copy, borrow or steal as the basis for better ideas – faster. If it’s good enough for Elvis, Newton, Shakespeare, The British Olympic Cycling Team and Great Ormond Street Hospital, isn’t it good enough for you?

‘This delightful book argues convincingly that transferring ideas usually produces greater value than cooking them up from scratch. And then shows you how.’ — Rory Sutherland, Vice Chairman, Ogilvy London and the Spectator Magazine’s Wikiman

‘Yet another entertaining handbook from the acclaimed Herdmeister for anyone involved in marketing, behavioural change and understanding why we all make the choices we make. Earls convincingly disrupts convention about what is innovation – though "praxis". This is jammed with great case studies and 52 actionable strategies.’ — Stephen Maher, Chairman, The Marketing Society and CEO, MBA

 ‘Yet again this leading British business thinker has got us to see the world we inhabit today in fresh and mind-altering ways. A book which marries theory and practice better than the vast majority out there. Most of all his message of copying one’s way to greatness is entertaining, counter-intuitive and fun.’ — David Abraham, CEO Channel 4 PLC

Leseprobe

‘HERD explained so much about why people really behave – things I'd always felt but now I had a soul-mate. Copy Copy Copy is a must must read – it's a brilliantly presented “how-to” guide for people who really want to change things.'

Mary Portas, Retail and Fashion Guru

‘No one ever accused Motown of being unoriginal because it copied the production approach of Detroit's own Henry Ford. This delightful book argues magnificently that transferring ideas usually produces greater value than cooking them up from scratch. And then shows you how.'

Rory Sutherland, Vice Chairman, Ogilvy London and the Spectator Magazine's Wikiman

‘Reasons to be Cheerful Part 3! Yet another entertaining handbook from the acclaimed Herdmeister for anyone involved in marketing, behavioural change and understanding why we all make the choices we make. Earls convincingly disrupts convention about what is innovation – through “praxis”. This is jammed with great case studies and 52 actionable strategies. Shortly to be seen on a shelf near you.'

Stephen Maher, Chairman, The Marketing Society and CEO, MBA

‘I have copied Mark a great many times in my career. I am looking forward to copying his new book with vigour, in the hope that one day he will copy me in return.'

Paul Graham, VP Creative Engagement, Burberry

‘The book is the best thing Mark has written (and he has written some corkers). It's also maybe the most useful and generous book about business or people I've read. It's a really important book (and it should be much more than a book to read once). You'll use it a lot.'

Gareth Kay, co-founder, Chapter San Francisco and former CSO, Goodby Berlin

‘Finally! A rational case unpicking of our silly self-imposed obsession with always having an original idea. With a host of examples from Picasso and Matisse to Velcro, Elvis and The British Cycling Team and exercises and games to play to explore the ideas, Mark proves why copying often leads to good things as long as you ask the right “kinda” questions. Copy Copy Copy reaffirms why he is one of the great thinkers about social behaviour.'

Jamie Coomber, Global Head Digital Marketing, Converse

‘Originality is a myth and it shackles creativity. Mark delightfully explains how copying is a fundamental aspect of being human and how copying and mutation is the foundation of all ideas. Both a rich intellectual dive into the nature of human behavior and ideas and a toolkit for you to pull from again and again, this is an invaluable and wonderful book. Get it and start copying because, after all, genius steals. I will for sure.'

Faris Yakob, co-founder, Genius Steals and author of Paid Attention

‘Copy Copy Copy brilliantly marries the art of storytelling with tangible ways in which to take things that already exist and make them better! The examples and exercises detailed work just as well for the individual reader as for groups both large and small working with. This book is like no other, it is a highly engaging read which tackles some of the most significant challenges in business today with easy to use solutions.'

Julie Doleman, Managing Director, Consumer Division Experian Consumer Services

‘In Copy Copy Copy, Mark Earls has once again worked his magic to distill the massively complex into the eminently simple. His thinking around how to explore problems and challenges is refreshing and his crystallization of the 52 strategic options is nothing short of genius. We've already used the ideas in our business and it really helped cut through the fog. I would recommend anyone to give it a try... It's a guaranteed cure for the curse of “strategist's block”.'

Dominic Grounsell, Sales and Marketing Director, MORE TH>N, RSA Group and Chairman, Executive Committee ISBA

‘I've long admired the new and original insights that Mark Earls has brought to the latest research into human behaviour and its relevance to brands and innovation. So frankly, I was disturbed to learn that his new book is in praise of copying. I need not have worried. Yet again this leading British business thinker has got us to see the world we inhabit today in fresh and mind-altering ways. His assessment of the impact of social media and its consequences are particularly pertinent to anyone dealing with the slippery business of brand strategy in the 21st century. It's also a book which marries theory and practice better than the vast majority out there. Most of all his message of copying one's way to greatness is entertaining, counter-intuitive and fun.'

David Abraham, CEO, Channel 4 PLC

‘Oh joy, a book on marketing and behaviour change that's not only insightful, thought-provoking and fun to read, but can actually be applied too! For fans of Mark's earlier work – notably HERD and I'll Have What's She's Having – this is the book we've been waiting for; the next step on the journey from understanding how ideas spread to spreading your own ideas successfully. For anyone looking to make change happen, I recommend you get copying.'

Joe Jenkins, Director of Engagement, Friends of the Earth

Copy, paste, code, create, share. Tools long embraced by the creative world of the web. Copy Copy Copy is a brilliant guide to unlocking new forms of creative thinking for the modern world of marketing.'

Kathryn Parsons, co-founder and co-CEO, Decoded

This edition first published 2015 © 2015 John Wiley and Sons Ltd

Registered officeJohn Wiley and Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom

For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book and on its cover are trade names, service marks, trademark or registered trademarks of their respective owners. The publisher and the book are not associated with any product or vendor mentioned in this book. None of the companies referenced within the book have endorsed the book.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought.

Library of Congress Cataloging-in-Publication Data

Earls, Mark.     Copy, copy, copy : how to do smarter marketing by using other peoples ideas / Mark Earls.         pages cm     Includes bibliographical references and index.     ISBN 978-1-118-96496-5 (pbk.)     1. Marketing. 2. Consumer behavior. 3. Advertising. I. Title.     HF5415.E24493 2014     658.8′02—dc23

2014031895

A catalogue record for this book is available from the British Library.

ISBN 978-1-118-96496-5 (paperback)     ISBN 978-1-118-96498-9 (ebk) ISBN 978-1-118-96497-2 (ebk)

Cover design: Parent Design Ltd. Cover image credit: © Shutterstock/Eric Isselee Page design by Andy Prior Design

Note* on the typefaces used in this book

Sabon was ‘created' in the 1960s for a group of German printers who wanted a “harmonized” font, i.e. one which would look the same, whether it was set by hand or on a Monotype or Linotype machine. However, it is not all that original, being clearly rooted in the successful fonts of the past – 16th Century styles like Garamond and Granjon, in particular. It looks better the larger you make it – which is why magazines like Vogue and Esquire use versions of it for headlines. For a long time, Sabon was Stanford University's official typeface.

Syntax is a humanist sans-serif face designed in the mid 1950s by the Swiss typographer Hans Eduard Meier. The story of its design is a classic one of copying creating error (see Chapter 2). Based on long-standing Roman lettering forms and inspired in particular by Morris Fuller Benton's New Gothic. The original sketches were done with a paintbrush, then the essential forms were captured by drawing the outline of the shapes created this way. Finally Meier added weights and variation to the resulting lettering to make it optically perfect in different contexts. And of course, he revised and adapted it over time as he learned more about how it reads.

NOTE

*

Sourced from Wikipedia…and the ageing brain of Grand Master Robbie Sparks

CONTENTS

FOREWORD

INTRODUCTION

OPTICS, MATHS AND THE SCIENTIFIC METHOD

MARGINAL GAINS

HIS DARK MATERIALS

TALENT COPIES

WHY DOES ANY OF THIS MATTER?

IF IT WASN'T FOR YOU PESKY KIDS

THE TYRANNY OF THE SINGULAR

NOT ALL COPYING IS GOOD

MORE THAN A MASH-UP

AFTER THE HERD

DIFFERENT KINDS OF QUESTIONS

THE AMBITION OF THIS BOOK

COPIED FROM PEOPLE WHO'VE COPIED

LEARN TO CODE OR LEARN TO COPY?

1 IN PRAISE OF COPYING

WELCOME TO ELVISLAND

COPYCATTING AN ORIGINAL

ELVIS-A-LIKE

SHAKE A LEG

COPYING IS CHEATING

THE REAL JOE BIDEN

ME, MYSELF AND I

‘WE' FICTION IS SCARY

WEIRD

COPYING IS GOOD FOR YOU (AND ME)

I'LL HAVE WHAT SHE'S HAVING

NEUROLOGICALLY EFFICIENT

WE-THINK

PHONE A FRIEND

iSPREAD

2 HOW TO COPY WELL

A RACE TO THE TOP

COPYING ORIGINALS

BAD COPYING?

SHANZAI APPLE?

SINGLE WHITE COPYING

WE TRY EVEN HARDER

INVENTION AND INNOVATION

ORIGINALITY DOESN'T PAY

KEEP CALM

MAKING DELIBERATE COPYING ERRORS

CHINESE WHISPERS

MAKING ERROR

ERROR AND EXCELLENCE

COPY: ‘KOPERIEN', ‘NACHMACHEN' OR ‘ABKUFERN'

CUT-UPS

COPYING LOOSELY CAN BE DANGEROUS

COPYING AND EVOLUTION

COPYING, CHANGING AND PERIOD INSTRUMENTS

COPYING AND FIXING THINGS

FIXING BROKEN THINGS

POPULAR THING FOR A BROKEN THING

BROKEN THINGS AT SCALE

VERY SMALL OR FAR AWAY?

OVER THERE, OVER THERE …

THE MAKING OF MODERN RUSSIA

LET THE DOGS OUT

THE BRAINJUICER

®

EFFECT

BOTTLING THE JUICER'S RECIPE

RINSE AND REPEAT

STEALING FROM A DISTANCE – GAMES TO PLAY

WHAT WOULD THE DUDE DO?

NOT BEING ME

LEAVE YOUR JOB

KNOWING WHAT TO COPY

HOW TO WIN FRIENDS

THE CASE OF THE CASE STUDY

THE RIGHT TOOL FOR THE RIGHT JOB

THE VIRTUE OF A TIDY TOOLKIT

A ‘KINDA THING' KIND OF THING

KINDA THING

3 ‘WHAT KINDA THING?': MAPS AND DRAWING

DRAWING IS THINKING

DUCO ERGO SUM

44

MAPPING SOHO

NURSE, NURSE!

MEANWHILE BACK IN THE DEPARTMENT

HOW CAN YOU LOCATE THE BEHAVIOUR ON THIS MAP?

QUIZ TIME

VOTE FOR ME!

A DIFFERENT KIND OF MAP OF HUMAN BEHAVIOUR

FROM A DESCRIPTIVE MAP TO A STRATEGY MAP …

WHERE NEXT?

NOTE

4 WHERE TO COPY FROM: THE PATTERN BOOKS

‘INDOCILIS PRIVATA LOQUI'

54

METROLAND

PATTERN BOOKS AND ORIGINAL BUILDINGS

PATTERN BOOKS EVERYWHERE

‘I QUATTRI LIBRI'

BETTER

SALIENCE

EXPERTISE

POPULARITY

THE STRATEGIES

HOW TO USE THE PATTERN BOOKS

5 COPY BETTER

QUESTIONS VS. ANSWERS

1. WHAT KINDA THING

2. WHAT KIND OF STRATEGY?

3. WHAT DOES THAT LOOK LIKE?

THAT UNHELPFUL 'THING' THING

REALITY CHECK

HOW TO UNLOCK CULTURALLY ENTRENCHED BEHAVIOUR

WHAT HAVE WE LEARNED SO FAR?

AFTERWORD

SAVING MORE LIVES WITH F1

ON THE RIGHT TRACK

FORZA ITALIA

COPY COPY COPY

IF THIS, THEN WHEN ...?

WHAT DO WE DO THEN?

ORIGINALITY AND COPYING REDUX

REFERENCES

ABOUT THE AUTHOR

ACKNOWLEDGEMENTS

INDEX

EULA

List of Illustrations

Chapter 1

Extract from

Pocahontas

(Disney) modified by Matt Bateman

Chapter 2

Darwin's finches

Chapter 3

Stevenson's original map

Snow's map of cholera cases

Causes of mortality in the army in the East

Chapter 5

The Little Parisian Boy, Paris, France, 1952

Guide

Cover

Table of Contents

Chapter

Pages

v

viii

ix

x

xi

xii

xiii

xiv

xv

xvi

xvii

xviii

xix

xx

xxi

xxii

xxiii

xxiv

xxv

xxvi

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

22

23

24

25

26

27

28

29

30

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

60

61

62

63

65

66

68

69

70

71

72

73

74

75

76

78

79

80

81

82

83

84

85

86

87

88

90

91

92

93

94

95

96

97

98

100

102

103

104

105

106

107

108

110

111

112

113

114

115

116

117

118

119

120

122

123

124

125

127

128

130

131

132

133

134

135

136

137

138

139

140

141

142

143

144

145

146

147

148

149

150

151

152

153

154

155

156

157

158

159

160

161

162

163

164

165

166

167

168

169

170

171

172

173

174

175

176

177

178

179

180

181

182

183

184

185

186

187

188

189

190

191

192

193

194

FOREWORDby Walter Susini, Unilever

The way to get the originality we seek . . . might be through the simple – and very human – act of copying.

In marketing today, we place a much higher price on originality and creative excellence than ever before.

We love it.

We L O V E it.

When we have it, we want more.

When we don't, we scream and scream for it.

Because we know that this is one of the few remaining ways to create competitive advantage.

Which is why you're as likely to bump into a marketing person as an art director at the ad industry's get-togethers like the Cannes Festival. They want to know what the creative people do and how.

It's also why corporations pay people like me – poacher turned gamekeeper – to help them and their partners do better work.

And why ‘derivative' or ‘unoriginal' are one of the worst things you can say in modern marketing.

But we still don't know how to get ‘original' ideas.

We don't always get the way the best new ideas and new strategies are created.

We'd like to pretend that it all happens in a deductive, predictable and repeatable way (like our manufacturing processes) but deep down, we know that it doesn't.

Equally we've long been told by those who define themselves as ‘creative people' that there's something magical about having new ideas – that new things come out in a rush, a moment of inspiration, a rush of blood or a visitation from some muse or other.

But equally we know this isn't true, either. At least for most of the time.

So this book opens up a new and controversial possibility.

Because it shows us that the way to get the originality we want, isn't through straining and straining and praying and hoping for that shiny new thing to drop out of the sky.

But rather through the simple – and very human – act of copying.

In this book, Mark proposes that we learn to copy well (by which he means badly): loosely rather than tightly, from far away rather than from our immediate competitors.

Copying, he demonstrates, is paradoxically the best way to make things new and fresh and original.

If only you learn to copy well (badly, that is).

Not only does he give us the tools to copy well, a really simple set of questions to ask but a huge archive of things to copy (all neatly sorted into the types of behaviour we're trying to change or encourage).

I've long been a big fan of Mark's work – Creative Age, HERD and I'll Have What She's Having. They all changed the way I think about marketing, communication and how people really do what they do (as opposed to how we've been told they do).

Copy Copy Copy is different and more practical: it takes these ideas on and – enlightened by Mark's own experience – shows you how to put them to work.

Steal it. Steal it all. I know he'd want you to.

Walter SusiniGLOBAL VP CREATIVE STRATEGY CONTENT AND DESIGN

“ If I have seen further, it is by standing on the shoulders of Giants. ”

— Isaac Newton, letter to Robert Hooke, February 1676