Targets, time bombs and Canadian Rock

Setting content to self destruct

If you want to achieve your aim it helps to have a target, obviously. But when you’ve just hit that target, setting a new one straightway can all seem a bit Sisyphean. And, of course, most targets are ‘moving targets’: they can be put back, brought forward, or switched altogether. Which means you can always avoid them. So, when a new target seems too hard (and hopeless) to contemplate or too easy to get out of actually doing, you could always consider setting a time bomb instead. This means putting something in place that, at some point in the near future, will force you to take action. You’ll need to get in there and disarm it, or be prepared to pick up the pieces if it goes off. Time bombs are something you can’t ignore. It’s the difference between intending to clean the fridge, and leaving a slab of Vieux Boulogne hidden at the back of it for a couple of weeks, to force the issue.

Everything I do. I do it for you

We recently re-designed and built our website. We’re all rather pleased with the results. But we won’t lie, the process was pretty painful. You see, everything we do (link to services) we do for our clients. Doing if for ourselves is always rather fraught. Now, at some point we’ll need to relook at it, re-evaluate and refresh content – give it some Brand Performance™ love. But setting a new Row-A website target already, just seems too daunting (and as an in-house job, we’d never stick to it). So, instead of setting a target, we inserted a little time bomb into the site. Not a time-based piece of malicious code or anything. That would be serious. And stupid. No, instead we’ve included something, which, for now, is pretty innocuous and even on trend. But when that fashion wagon moves on, the fallout could be devastating. Because, our website includes some… double denim.

Like any responsible branding agency, before running the pic we did our due diligence and checked: double denim is ok now, right?

A search suggests, not only is double denim acceptable, it’s almost actively encouraged. Even GQ are telling us how to wear it and who pulls it off best. Of course, we’d never check a client’s Brand Performance ™ simply against what we find at the top of Google: cream rises, yes, but it also goes off rather suddenly. We need to make sure stuff resonates in the real world, with the curators, not just the commentators. Also, putting the double denim Row-A guy against the GQ models isn’t really a level playing field is it? (no offence GQ models).

So we carried out some robust research, touring the area’s finer bars, and discovered a fair amount of doubling-up.

We even spotted one of our favourite people who plays records in front of other people dabbling in Denimx2.

Yep it’s ok. Double denim is bona fide Balearic. Which is a good thing.

But we know fashion is fickle. And with double denim there’s a fine line between being Balearic and being Brian Adams.

Today, we’re good. But when that time bomb goes off and double denim is reclaimed by rednecks and silver haired classic sports car enthusiasts, we’ll have to move fast and revaluate our content, whether we like it or not.

It may even involve corduroy.

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