Sueamsterdam

Apr 22

Contrapopulisme - 5 manieren om het populisme van Wilders te bestrijden

Beste meneer Verhagen,
Beste meneer Rutte,

Gisteren keerde mijn maag bij het zien van het perverse spel dat Geert Wilders voor de camera speelde. Ik kan mijn walging voor deze manipulatieve prietpraat niet onder stoelen of banking stoppen. De twee pijlers van zijn discours konden haast niet platter en populistischer: 1. Die van Brussel (Europa) zijn de vijanden die aan onze portemonnee willen zitten 2. De arme AOW’ers (gepensioneerden) zullen het slachtoffer zijn van de maatregelen en dat pik ik niet. 

Ik had met u te doen. U bent twee raspolitici, gedreven door een verlangen om goed te besturen. U neemt het er als een vervelende bijkomstigheid bij dat u ook de harten en de zielen van het volk moet veroveren om het mandaat te krijgen om uw werk goed te doen. U probeert het wel: Die net te kleine fiets is bvb echt leuk gevonden. Maar u moet toch toegeven dat die enge man - vergeef het me, maar ik mag uitgesprokener zijn dan u - het spel van massaverleiding als geen ander in de vingers heeft en meesterlijk de verleidingsprincipes gebruikt om de angsten en verlangens van mensen uit te buiten. Daar kan u gewoon niet tegenop. 

Ik wil u helpen. Ik wil u absoluut niet vertellen hoe u aan politiek moet doen. Dat zou heel pretentieus zijn. Waar ik wel iets van afweet is overtuigingspsychologie.  Ik ben geen politicus, maar als interactieve communicatie mens kan ik wel een aantal dingen vertellen over beïnvloedingsprincipes en hoe je gedrag ontwerpt. Mijn stelling is dan ook dat je die man niet op basis van rationele argumentatie moet bestrijden, maar op basis van dezelfde psychologische overtuigingsprincipes die hij zelf zo meesterlijk uitbuit.

Ik zou u willen oproepen om te investeren in wat ik contrapopulisme zou willen noemen: Het bestrijden van manipulatief populisme met eigen wapens. U en uw achterban zal nu wellicht argumenteren dat u dit niet amoreel vindt, maar ik vrees dat dit de enige manier is om uiteindelijk het mandaat te krijgen om aan goede politiek te doen. De filosoof Richard Rohrty zei ooit in een beroemde lezing voor de Universiteit van Oxford:

We resent the idea that we shall have to wait for the strong to turn their piggy little eyes to the suffering of the weak, slowly open their dried-up little hearts. We desperately hope there is something stronger and more powerful that will hurt the strong if they do not do these things.”

Met andere woorden: we hebben slechts de instrumenten van de beïnvloeding en de verleiding om de macht te krijgen of te bestrijden. Het enige wat relevant is, is wat je met de macht doet. Rorty geloofde niet in de kracht van de ratio om mensen en machtswellustelingen tot inzicht te brengen. Behavioral economists en gedragspsychologen ook niet. De mens laat zich voornamelijk leiden door onbewuste drijfveren die de meesters van de manipulatie vakkundig weten uit te buiten. Ik geloof dat u vanuit uw politiek denken gedreven wordt om het goede te doen. Daarom heb ik alvast een voorzet gegeven om het destructieve populisme met contrapopulisme te bestrijden. Ik hoop dat u er wat aan hebt. 

Contrapopulisme: 5 manieren om Geert Wilders te bestrijden
View more presentations from Tom De Bruyne

Oprechte groet, 

Tom De Bruyne. 

PS: U kent mij ongetwijfeld niet. Ik ben een Belg die intussen 6 jaar in uw land woont. Ik mag mezelf co-founder noemen van een ambitieus nieuw interactief reclamebureau, SUE Amsterdam. Vorig jaar werd ons vorig bureau - Boondoggle Amsterdam - zelfs uitgeroepen tot beste interactieve bureau van Nederland. Wij maken campagnes voor merken die zo ontworpen zijn dat mensen er over gaan praten. Wij noemen dat design for excitement. We geloven heel erg dat in deze digitaal geworden wereld, je niet meer moet proberen mensen te bereiken met je boodschap, maar opmerkelijke dingen moet doen, zodat ze er over gaan praten. 

Apr 12

[video]

[video]

Mar 14

Someone, please shoot the marketer who invented this in the knees. And Edward Norton for participating in this campaign. And Prada for treating their brand like a cheap prostitute. And the people who are stupid enough to buy this piece of shit. It’s an insult. Someone in a meeting at LG must have said: “hey, I have an idea. Our mobile phones are just cheap imitations of all other smart phones. Why don’t we buy a Prada licence, glue a Prada logo on top of our new phone and do a campaign with, say… Eduard Norton”. In the review meeting with the agency, this same marketer - the one with the soon to be shot knee caps - will have said something like: “uhm, maybe you should write on the poster that this is Edward Norton, and that he is an actor. Because the people that will buy this are probably too dumb to know who he is”. This really pisses me off. Really.

Someone, please shoot the marketer who invented this in the knees. And Edward Norton for participating in this campaign. And Prada for treating their brand like a cheap prostitute. And the people who are stupid enough to buy this piece of shit. It’s an insult. Someone in a meeting at LG must have said: “hey, I have an idea. Our mobile phones are just cheap imitations of all other smart phones. Why don’t we buy a Prada licence, glue a Prada logo on top of our new phone and do a campaign with, say… Eduard Norton”. In the review meeting with the agency, this same marketer - the one with the soon to be shot knee caps - will have said something like: “uhm, maybe you should write on the poster that this is Edward Norton, and that he is an actor. Because the people that will buy this are probably too dumb to know who he is”. This really pisses me off. Really.

Feb 08

Awesome. A little present from our first employee Louk. An original press of the single “A boy named Sue” by Johnny Cash. 

Awesome. A little present from our first employee Louk. An original press of the single “A boy named Sue” by Johnny Cash. 

Jan 27

[video]

Jan 25

Column: Design for Excitement

This is the column I wrote for Amsterdam Ad Blog today:

I have to admit. Lately I have an obsession. It’s a bit of a nerdy obsession. It’s about defining the agency of the future. Maybe this doesn’t sound dead sexy at first glance, but bear with me for a moment. In return I’ll promise you this will lead to excitement and I’ll throw in some relationship advice in as a bonus. But let’s first get back to the nerdy part. The part I’m diving into is defining the agency of the future. The more I am getting into that, the more I am convinced that the agency’s biggest challenge is not about understanding online or social media. The biggest challenge is a fundamental reboot of the way we define the concept of ideas. I think it’s unbelievable – and maybe even unforgiveable – that in the advertising business we seem to make everything we do important and big, but in the end we never truly rethink the essence of our ideas. To honestly ask ourselves if maybe a different type of ideas is needed to actually become measurably important in driving conversions. The large part of the business is still about the holy grail of finding the big idea. That one and only idea that can be campaigned 360 degrees – including social media and online, mind you! I think 360’s make you dizzy. And sick. Sick is not good. It makes you look greenish and, yes face it, unattractive.

In the advertising business we seem to make everything we do important and big, but in the end we never truly rethink the essence of our ideas

But seriously…what makes you a brand fan? What makes you buy them, tell your friends about them, refer them? For me this rarely is a big idea. For me it’s the daily experiences that count. But let’s keep it simple and do a little metaphoric exercise. After all I have promised you some sexiness. And nothing gets the sex in easier than the good old metaphor. So, let me start by asking you this: what is the relationship that gets you excited the most? Is it the guy – sorry straight guys for the example, just fill in girl whenever you feel it’s appropriate – that ensures you the big events, like the first kiss, a wedding, buying a house together, the birth of a child, but who is actually quite a bore? Or is it the guy that surprises you with little unexpected things that wins you over instead? Just to give some relationship advice. I would opt for the last. Blindly. ‘Cause how many big events in life are there anyway? You can’t build your life happiness on that. It’s the little moments of happiness throughout your life that make it worthwhile. And I think we all actually long for that exciting, dedicated lover instead of the predictable, indifferent husband.

To get back to advertising. I think that we as agencies are in the business of building relationships with consumers. So all the insights, communication models and research aside, as advertising agencies we need to get down to that essential business. Very simple. And for that we need to be able to get down to the business of developing ideas that spark excitement on a daily basis. And that’s not about the big ideas or solely the communication ideas. I simply want a product by how the packaging looks, the way I get positively treated by customer services, the way a shop makes me feel, the personal touches or the way a product is designed. I am a sucker for eye for detail. For twists that put a smile on my face. For little acts of kindness. I can add it all up to a – now publicly admitted – heavy addiction to smart ideas. Ideas that are designed to spark excitement. And these are the ideas that I want to share with you here on a regular basis.

We need to be able to get down to the business of developing ideas that spark excitement on a daily basis. And that’s not about the big ideas

I’m convinced agencies shouldn’t reinvent themselves by introducing yet another model, concept or online expertise. It’s about becoming fascinated by design for excitement and sweating the small stuff. It’s about turning creativity into business advantage for brands on a daily basis. It’s about understanding the skill set of the lover. I’m so bored with the perfect husbands. Aren’t you?

A door hanger that makes me smile and feel at home at The Michelberger Hotel, Berlin.

Copyright: Michelberger Hotel, Berlin

[video]

Jan 15

[video]

Jan 14

“A game is a series of interesting decisions” — Game designer Sid Meier, cited in this brilliant presentation by Sebastian Detinger.