A Quote by Roy H. Williams
Most ads are ignored because every customer has a mental filter that evaluates and dismisses both of these languages of Ad-Speak with a single question: What are they not telling me?
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'Ms.' always flouted the rules of the ad world that say, especially for products directed at women, that the ad must be connected to the editorial. You don't have food ads unless you have recipes. You don't get clothing ads unless you have lavish fashion coverage. We never did that; every other women's magazine does.
Apple has never allowed ad-blocking software on the iPhone or iPad. This is one among many reasons that I ditched both. Not because I hate ads all that passionately, but because it's an example of the obsessive corporate control Apple maintains over its environment.
Why the connection with musicians? I think it's because in the end we're doing very similar things - we're telling stories, we're using poetic, lyrical language, and we're distilling stories down into their simplest form. We're both telling a story in two languages - word and music for them; and word and image for me.
Most ads are about the product or the company that makes it...the best ads are about the customer and how the product will change his life.
I have to match wits with the ads. Like, there's pop-ups that, like, move around and you have to chase them like it was a video game or something. And then there's ads where, like, you know, the X to, like, close the ad screen is so kind of small that you can't find it and you have to actually go looking for it. And so I spend all my energy - instead of, like, absorbing what the advertiser wants to communicate to me, I spend my energy trying to figure out how to defeat the ad.
The most important single thing is to focus obsessively on the customer. Our goal is to be earth's most customer-centric company.
Look, I think that when we started Virgin Atlantic 30 years ago, we had one 747 competing with the airlines that had an average of 300 planes each. Every single one of those have gone bankrupt because they didn't have customer service. They had might, but they didn't have customer service, so customer service is everything in the end.
I speak English, obviously, Afrikaans, which is a derivative of Dutch that we have in South Africa. And then I speak African languages. So I speak Zulu. I speak Xhosa. I speak Tswana. And I speak Tsonga. And like - so those are my languages of the core. And then I don't claim German, but I can have a conversation in it. So I'm trying to make that officially my seventh language. And then, hopefully, I can learn Spanish.
I sing in Hungarian. I read Hungarian. I do not pretend to speak Hungarian, but I sing in languages that I have studied as languages. And I find that to be central and very, very helpful. I think if you're not really cognizant of what every single word means, I think that might be a little tricky.
I can say that every ad that I control, that I'm going to make sure my ads are positive.
You can question my shooting. You can question my ceiling. Just don't question if I'm giving my all every single night. Don't talk to me about tanking.
The most customer-centric organizations can answer any question by deciding what's best for the customer, without ever having to ask.
I can read more languages than I speak! I speak French and Italian - not very well, alas, but I can get by. I read German and Spanish. I can read Latin (I did a lot of Latin at school.) I'm afraid I do not speak any African languages, although I can understand a little bit of the Zulu-related languages, but only a tiny bit.
During the Second War, the U.S.O. sent special issues of the principal American magazines to the Armed Forces, with the ads omitted. The men insisted on having the ads back again. Naturally. The ads are by far the best part of any magazine or newspaper. More pains and thought, more wit and art go into the making of an ad than into any prose feature of press or magazine. Ads are news. What is wrong with them is that they are always good news.
In our quest to tweet, like, and trend, we have forgotten that brands can be built through advertising. Ads can generate big ideas that can never be trumped by tactics. That is the magic of an ad, and that is what is missing from many ads today.
I think the thing that allows me to go into so many markets is that I can speak all the languages. Korean, Chinese, English, whatever. Thank you, my parents, for teaching me all the languages.
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