Bernie 101...or How To Stand Out In A Crowd

I’m not one to get overly political, but January 20, 2021, was an extraordinary day. At approximately 11:49 AM ET, the world seemed to let out a collective sigh of relief. There was a lot to be hopeful about with history being made on a number of fronts. Kamala Harris was sworn in as the first woman of colour to become the U.S. Vice President, and Joe Biden became the oldest person ever inaugurated as President. Mostly, the day was about hitting the reset button and returning some semblance of normalcy to a nation that needs it right now.

 If there’s one thing I’ve heard people say repeatedly about the Biden/Harris ticket it is that they are both truly authentic people. What you see and hear is what you get. They are straight shooters and will execute the monumental task of leading their country out of a very dark period with authenticity, class and transparency.

 That may all be very true, but if there was one person who truly exemplified the notion of authenticity and non-conformity it was everybody’s favourite curmudgeon of a senator from Vermont, Bernie Sanders.

 Despite all of the truly iconic moments this Presidential inauguration had to offer, the one prevailing image from the day is a shot of Senator Sanders sitting cross-armed and cross-legged on a socially distant bridge chair somewhere in the vicinity of all the excitement. An instant classic and a meme generating machine (see below for my favourite).

 Often times when I work with clients on communications strategy, I try to peel back the layers of their mission, vision and values to get to the core of who they really are as a brand or company. These sessions can take some time and even get a little uncomfortable as we probe around the words used to describe their business.

 Once we land on a few key words or phrases that everyone is comfortable with, the next step is to look at the competitive set and do the same exercise for those brands. Often times what we find is that there isn’t much difference between the top three or four players in most categories. Their products deliver similar benefits in similar ways, and their brand promise to be the best, fastest, healthiest, smartest and most life-changing product in their category is almost universal.

The next question I always ask is, ‘how are we going to distinguish your brand from this sea of sameness?’ In other words, how are we going to be the Bernie Sanders at the inauguration? In a venerable sea of dark blue or black overcoats accented with merino wool scarves and dark leather driving gloves, there was Bernie, making his mark in a neutral gray ‘dad’ parka and knitted mittens. Talk about staying true to your brand and distinguishing yourself from the pack.

 Whether by design or more likely by authentic accident, Bernie Sanders established himself as the true fashion icon of the inauguration (sorry Lady Gaga, JLo and Michelle Obama) by just being himself. Something every brand can learn from.

What Can We Say About 2020?

It was a year like no other. That’s for sure. 2020 will be remembered by all those who lived through it as a difficult year. It would be completely tone-deaf to say it wasn’t that bad. So many lives lost, so many people impacted, so many jobs gone, and so many of life’s plans put on hold, hopefully until a new normal takes shape in 2021. 

Like so many, I had friends lose loved ones this year to COVID-19, and others had to say goodbye to relatives over video calls. Many people in my network found themselves out of work, and others saw their small businesses and life’s work put on hold by the pandemic. It’s been a hard year.

 It would be fair to say 2020 was “a hot mess, inside a dumpster fire, inside a train wreck” (to borrow a phrase), but here’s what I’m taking away from the year that was.

 Family

This year, I got to spend more time with my family under one roof than ever before. Of course, there were the occasional annoyances here and there, and we could never really get on the same sleep or meal schedule, but overall, I treasure the time we had together to binge-watch shows, plow through old SNL videos on YouTube, and welcome our newest family member, Kiki the pandemic Holland Lop bunny.  

 Friends

Remember when we used to make reservations weeks in advance at the latest restaurant we just had to try and then spend hours coordinating our social calendars with friends around all of our kids’ busy schedules? If the pandemic taught me one thing, it’s that it’s not the setting that matters. It’s who’s there with you. We had just as many laughs and the food and beverages were just as tasty sitting socially distanced in someone’s backyard this past summer as sitting on a loud and crowded patio. As the weather got colder, we even managed to host a couple of socially distanced dinners in our very adaptable garage. One evening featured wings and beer with the guys watching an NFL game projected on the wall, and another was take-out from a local restaurant with great friends in our sweatpants while warmed by a space heater in early December. Two of the many memorable nights we spent simply enjoying the company of friends this year without all the planning and preparation we’d become so accustomed to.

 Work

Many have pointed out that the pandemic forced a number of market trends to accelerate in 2020. Online shopping went through the roof, working from home has become the norm, and the home spin studio is likely here to stay. I had a plan to spend a few years back in an agency setting after spending 15 years in a series of corporate communications roles. That plan was upended and I also found my timeline accelerated by the pandemic. These last six months have been the most exhilarating and rewarding time of my career with the launch of Frequency PR Inc. I’ve had the opportunity to connect and work with some tremendously inspiring entrepreneurs, business leaders, and brands on a variety of communications and PR challenges. I feel more connected to my clients and their businesses than ever before, and I am thankful for these partnerships and the trust my clients put in me to help them meet their communications objectives and grow their businesses during these challenging times.

 Team

I recently had the chance to connect with a former colleague and friend who is wise beyond his years. While we caught up on work, family and reminisced about old times over Zoom, he said something that has stuck with me these last few days. In 2020 we learned the character of those who are really on our team. I couldn’t have said it better, so thank you Drew Campbell for making me realize what really matters.

 Here’s to a healthier and happier 2021 filled with more meaningful family time, simpler times with friends, and fulfilling work with clients who value what we do.

 Cheers,

Perry

Authenticity: And Have You Any Dreams You’d Like To Sell?

In 1968, long before the internet, iPhone, and Instagram, Andy Warhol famously predicted, “In the future, everyone will be world-famous for 15 minutes.” It was quite the foresight from Warhol, but could even he have predicted the rise of TikTok star Nathan Apodaca, or @420doggface208 as he’s known on the short-form mobile video platform?

By now, most of you have probably seen the viral 23-second video posted on September 25 by the self-proclaimed #happyhippie, leading to worldwide fame and his unofficial role as Ocean Spray’s unlikely brand ambassador. 

There’s nothing inherently spectacular about the video - it’s just a guy filming himself skateboarding and enjoying a few swigs of Cran-Raspberry Cocktail while lip-syncing a few lines from Fleetwood Mac’s 1977 hit “Dreams.” There are hundreds and thousands of skateboarding or lip-syncing videos out there. So, why did this one strike such a chord?

The answer is simple, we’re living in unprecedented times. When you can’t turn on the TV, click on a news article, or even listen to a leadership debate without wondering if what you’re seeing, reading or hearing is real, let alone trustworthy, @420doggface208 gave us a truly authentic moment - and oh, did we ever need it.

As a result of being isolated and quarantined for more than half a year, there’s very little authenticity in our daily lives. The novelty of our Google Meets and Zoom cocktail hours has started to wear off. For many of us, the moment we click ‘Leave Meeting’ we go back to that feeling of loneliness and isolation that experts say is leading to an historic rise in mental health issues.  

We’re also dealing with an authenticity deficit across just about every facet of leadership. Our political leaders tell us they have our best interests in mind, but do we really know who we can trust? It appears that Dr. Anthony Fauci is the only straight shooter who authentically and clearly communicates to us, even when the message isn’t what the public wants to hear. 

Business leaders are also facing an authenticity crisis. Back in March, it was relatively easy to send everyone home, give them the tools to operate remotely and say it was business as usual. If we estimate that we’re at least a year away from the majority of the population being immunized, how much longer can business leaders keep employees engaged, happy, and, in some cases, even employed? It will be interesting to see which companies and which leaders are open, honest and transparent with their employees about their future, and which CEOs kick the proverbial ball further down the road without addressing the concerns of their employees in an authentic manner.

At a time when we don’t really know who we can trust, Nathan Apodaca seems like the closest thing to the real deal we’re going to get for a while. He’s a hard-working Idahoian labourer with a mix of Native American and Mexican heritage. He enjoys skateboarding, dancing, tacos and he’s a recreational cannabis user, all of which are on full display in his videos. As he approaches 30 million views for his “Dreams” video, others have taken notice and are looking to capitalize on the moment. 

This week, Ocean Spray’s CEO took notice and partnered with a local truck company in Apodaca’s hometown to deliver a brand new ‘Cranberry Red’ pickup truck with a plentiful supply of his drink of choice in the cargo bed. Nothing says ‘influencer’ like 30 million views and surging Cran-Raspberry cocktails sales.

With musicians struggling to figure out how to make up for lost revenues caused by the cancellation of their main source of income, touring, it must have been a nice surprise for Fleetwood Mac to find themselves at the top of the iTunes singles chart and seeing sales and streams of a 43-year-old song triple overnight. Mick Fleetwood certainly seems to be enjoying the ride.

While Ocean Spray and Fleetwood Mac literally hitched their wagons to the unlikely phenomenon that the “Dreams” video has become, others have jumped on their longboards in an attempt to appear authentic to their audience. Everyone from Canadian NDP Leader Jagmeet Singh to Dr. Phil has attempted to pick up on the “Dreams” vibe, while Jimmy Fallon took the trend to late night.

As for Nathan Apodaca, he continues to post new content and now receives a modest 2-3 million views on his videos. He’s hired a manager and is likely seeing a surge in sales for his Doggface clothing line - did I mention he’s passionate about embroidery? One has to wonder when his 15 minutes of fame might come to an end, and whether his authentic vibe takes a hit if he starts taking on further influencer work or making cameo appearances in other brand videos - we all remember the Whassup Guys, right?

A friend of mine recently said that we haven’t really been living the last seven months as much as we’ve just been existing. The “Dreams” video gives us hope that we will one day start actually living our best authentic lives again and feel as alive as @420dogface208 does when he turns up the volume, grabs an ice-cold jug of his favourite fruit juice cocktail, and hits the open road on a beautiful, sunny, fall afternoon.

The Pivot

Pivot. A five-letter word that when used as a verb simply means to turn.

Over the past 120 days, the word pivot has taken on increased significance for businesses, individuals and even our basic way of life. Along with phrases like social distancing, PPE and flattening the curve, the term pivot has become part of our regular vernacular.

Businesses are pivoting like never before. Sure, tech start-ups and digital-savvy brands have regularly demonstrated a knack for adapting to market changes and consumer needs, but when was the last time we saw the restaurant industry change its basic business model? 

Individuals have also been forced to pivot as well. Working from home is the new norm. So is teaching from home, cooking three meals a day from home, and Zooming with friends and family to celebrate birthdays and other milestones – all from home.

Over the past few months, I’ve also been forced to pivot. As a result of the pandemic, I found myself, like many other Canadians, out of a job. While I knew it was a possibility, it still shocked me when it happened. But, not in the way you might think.

Losing my job on May 21st as a result of a global pandemic that was completely out of my control made me realize that although there has been so much lost as a result of COVID-19 -- most notably the tragic loss of so many lives -- there has also been so much found.

I have found tremendous joy in working from home while my wife and teenage kids are here with me. We have spent more time together over the past four months than we have in the last three years. We have meals together, go for walks together and just work together as a team to get through the days as best we can. 

I have also found my freedom. Less than 24 hours after being dismissed from my job I connected with a high school friend who lives in the neighbourhood.  He and a few other concerned parents were putting together an initiative to help parents keep their kids busy during the summer months when school was over and camps would likely be cancelled.  Within a day I was drafting messages, pitching media and helping them launch Backyard Camp…more on that another time.

Later that week, I received a call from a former colleague I hadn’t heard from in years. He was involved with a business that needed communications and PR support.  A week later, after letting a few other people in my network know I was no longer gainfully employed, I was approached by another company to provide consulting services and help them reposition their brand in the marketplace.

So, here we are. Just a short time from the day I was told I was no longer needed at the PR agency I worked at for about a year, I, like so many others, have made my pivot. The result is something I’m extremely proud of and excited to share. Allow me to introduce you to  Frequency PR Inc. You’ll be hearing more from Frequency in the coming weeks, months and years.

In the meantime, if you are responsible for a brand or business, regardless of the size or industry, you are likely contemplating your own next move or pivot. I’d love to talk with you about your plans and, perhaps, help you get to where you want to be. One thing we’ve learned over the past few months is we’re all in this together.