Strands of Genius: YOLONOMICS, Media is Investment, Lifecycle of Meme ThotLeadership
Plus: Tim Minchin!
WRITING FROM | Isla Mujeres, MX
WORKING ON | ~decompression ~ (little bit of writing)
LOOKING AHEAD
Oct 22-Nov 4 | Isla Mujeres, MX
Nov 4-Nov 12 | Nashville, TN
Nov 12-23 | Chattanooga, TN
Nov 24-Dec 5 | Isla Mujeres, MX
:: WHAT’S NEW & WEEKLY GRATITUDE ::
Well now, how are you? We made it to Mexico from Japan, though it took longer than expected, but you also gain a day, but then there’s jet lag. Still, we’re in our decompression phase, from our last long leg for a while.
Speaking of Japan, the sandwiches from the ubiquitous 7/11 or FamilyMart 24hr convenience stores are as good as you might have heard. Something about milk white bread crusts cut off with kewpie mayo turns an egg sandwich into something divine. And the teriyaki chicken egg mayo omg.
In other news, the world has taken another dark turn in the last few weeks… making limiting time on social an even better idea. It’s tough out there psychologically and emotionally. The business climate is also tightening up. How you are doing?
For now why not spend time enjoying newsletters about creatively inspiring things instead of doomscrolling.
This week, we’re especially thankful for:
Scooter&T, Hank, Chelsea, The Expanse, Japanese curry rice, Omurice (omlet and rice), ramen, Sushiro conveyor belt sushi, nama beeru, walking tours, matcha, Tori gates, arcades, Taiko no Tatsujin[a] ("Master of the drums") video game in said arcades, teamLab Planets, Harajuku, Shibuya, Yoyo Kusama, Lupin Season 3, Don Quijote Discount Store (Don Don Donki), Japanese airports for being so smooth and well organized, making it back into USA and then to Mexico, Guardians of the Galaxy 3, & YOU.
:: THE LINKS ::
THE YOLO ECONOMY
Throughout this year the economic battle has been about central banks raising interest rates to control inflation by suppressing demand. The cost of living has grown apace and yet consumer demand has actually risen. Faris thinks he has worked out why and also why it won’t last much longer. “This is the YOLO economy, where people that can are focusing on the moment because planning for a future requires near-infinite discounting due to perceived maximal uncertainty. Pent-up demand is part of it but it’s also pulling demand from the future.” (WARC)
MEDIA IS INVESTMENT
One of the perennials challenges in marketing is trying to establish the value of money spent as an investment in future growth as opposed to a cost. This is made harder as an argument to CFOs because the Generally Accepted Accounting Principles, some the rules that accountants have to know and be qualified in to do accounting, characterizes marketing expenses as a cost.
[SIDE NOTE: “Certain direct response advertising costs are eligible for capitalization if, among other requirements, probable future economic benefits exist. Direct response advertising costs that have been capitalized are then amortized over the period of future benefits (subject to impairment considerations”. Amortization is like depreciation for intangible assets. Anyway I’d love to know if anyone knows if any brands do this?
This new study helps by showing that investment analysts have begun to come around to thinking of marketing as an investment. “more analysts perceive advertising as an investment (37%) than a cost (24%). While 38% state it is a mixture of both.”
(IPA)
THE LIFECYCLE OF MEME THOUGHT LEADERSHIP
Have you seen this clip from that Netflix show?
Why everyone in marketing needs to watch that clip from that Netflix show.
What marketing can learn from the Lemon clip.
‘Lemonclip Strategy’ 101
How to apply Lemonclip Strategy to your brand.
How Nike’s success was built on Lemonclip thinking.
Why you need a Lemonclip strategist.
Why Lemonclip strategy is wrong, actually.
Lemonclip is just back to basics advertising.
Lemonclip in the Age of AI.
Subscribe to Lemonclip AI news or be left behind.
Publicis announces Lemonclip AI app for Marcel, Omnicom follows for Omni
Lemonclip AI growth hack super prompts
Meta and Google roll out free LemonclipAI in AdManagerAI+
Read a summary of key learnings on your favorite newsletter ;)
(Fall of the House of Usher [Netflix] on Youtube)
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:: PLAY IT SAFE ::
The Monkeys in Sydney worked with Tim Minchin (feat. a host of Australian artists) to create this gorgeous song for the 50th Anniversary of that most iconic building, the Sydney Opera House. It was very much not loved when it was first built, to the point that the government stopped paying for it and the architect left the country never to return, even after it was completed. The song celebrates creative ambition, complexity and diversity of thought, and is generally the most uplifting thing you will see today. Enjoy.
If we can ever be of help to you, even outside of a formal engagement, please don’t hesitate to let us know.
rockON,
faris & rosie & ashley | your friends over at geniussteals.co
@faris is always tweeting
@rosieyakob hangs out on instagram
@ashley also writes for deaf, tattooed & employed
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It's called Genius Steals because we believe ideas are new combinations and that nothing can come from nothing. But copying is lazy. We believe the best way to innovate is to look at the best of that which came before and combine those elements into new solutions.
Co-Founders Faris & Rosie are award-winning strategists and creative directors, writers, consultants and public speakers who have been living on the road/runway since March 2013, working with companies all over the world. Our Director of Operations is nomadic like us, our accounting team is based in Tennessee where our company is registered, our admin extraordinaire is based in Playa del Carmen, and our collaborators are all over the world. Being nomadic allows us to go wherever clients need us to be, and to be inspired by the world in between.
Hit reply and let’s talk about how we might be able to work together :)