It took CERN 10 years and several billion euros to build the Hadron Collider with the purpose of recreating the Big Bang, the birth of the Universe. They claim to be getting very close although in fact they may never actually get there, just close enough to be able to understand the absolute fundamentals of particle physics and the creation of life as we know it, Jim.

As a brand marketer would you not want to witness the birth of a brand? Not the launch of a brand, but the birth of a brand in someone’s mind, the very moment when all the attributes, associations and artefacts of the brand collide to form one coherent whole. Nike, Google, Coke all exist now, part of the Universe, and we can only speculate and guesstimate precisely how the particles all came together. To know for sure you have to see (feel might be a better word) the actual physics of how it happens. Does this possibility not excite you, give you a hadron (sic) so to speak – sorry, I just couldn’t resist. Well you can. I know this because I recently did. And you don’t need a multi-billion euro collider.

Enter, as a consumer, a new market – go buy something in a category you have never worked in nor ever previously taken much interest but which suddenly matters to you. I will share my recent experience of doing just this and you will get the idea.

I have what is known in South Africa as a ‘Bakkie’ (pronounced ‘buckie’) – the Americans would call it a truck, Europeans a SUV. It’s a Double Cab, 4 x4 Toyota Hilux, the top selling car in South Africa for very good reasons. It is not bad on the road, sits 5 fairly comfortably, goes up the side of mountains and is built like a very robust lavatory. In the rare cases it breaks down or runs into something harder than itself you can repair or replace any part of it in any remote part of Africa. Mine has now done 40k, barely run-in, and needed new tires. So what brand of new tires should I buy? Not a category I have ever worked in professionally and frankly not very high interest for me – until now. The choice of tire is now crucially important to me, I cannot hide behind what the manufacturer supplied the car with, I have to make a choice. That choice has a functional dimension, I must choose the right tires for the driving I do (70% on-road, 30% off-road). I won’t buy the cheapest as that is a false saving, I must buy the best value. But my choice has a badge dimension as well. If I rock up to my mate’s farm in the Karoo (very beautiful and middle of bloody nowhere) with the wrong brand of tires I will be derided as a wimpy towny (accurate but hurtful nonetheless). I have done well to buy a Toyota Hilux, a car that commands ultimate respect among the people who make full and daily use of a ‘Bakkie’. My choice of replacement tires has the potential to deepen that respect to the level where he might even let me take a turn doing the brai (Bar-B-Q).

I am standing in Tiger Wheel & Tyre, the biggest and most highly advertised of all the many purveyors of tires – guess why – and the very lovely Lizette is explaining my options and the various deals available. I am in luck as there seems to be a ‘deal’ on all the ‘top brands’. I have no idea whether these deals do or do not in fact reflect any true saving, but there is a lot of point of sale assuring me they do plus the gift of a free Bosch power tool should I buy a full set of 4 (as I intend to do). I don’t think the Bosch power tool would persuade me to buy tires if they didn’t need changing nor, I think, to buy a brand that was not my first choice but it would tip a lot of people into changing all 4, the sensible but not essential thing to do (they wear and drive much better if they are all new but you can sometimes get away with replacing just one pair). Anyway, this is not about understanding the real time effect of promotions, this is about the very moment when a brand arrives in you head, not as disassociated scraps and particles but as a coherent whole. Lizette is now asking me what brand I would like.

I can see the various brands of new tires on display. I recognize some names – Continental, Michelin. There is one Japanese make I’ve never heard of but, hey, it’s Japanese as is my cherished Toyota Bakkie.

“What about the BF Goodrich All Terrain?” I enquire tentatively. “A very good choice” Lizette replies without hesitation. Would she have said that about any of the big name brands? I don’t think so. She seems very capable, has already advised not to spend the extra money on the more expensive fully off-road tires so I trust her, and there is something about the smile she gives me. It’s a knowing smile. Choosing BF Goodrich, it seems, has impressed her.

Let’s examine the particles that existed in my mind. I had heard of BF Goodrich and had noticed them on the kind of SUV’s that mean business – the ones with extra jerry cans, winches, snorkel exhausts etc. The reason you notice BF Goodrich is because the branding is very prominent, a big chunky white logo, and the tread is also very distinctive. A few years back I had briefly flirted with the idea of buying a Land Rover Defender to which the previous owner had fitted BF Goodrich. This was talked up by the dealer as a selling feature – “The previous owner loved this car and really looked after it, look, he even fitted Goodrich”. In other words the previous owner had paid extra to have the new car, not just any car but a Defender, upgraded with more expensive tires.

I am not 100% sure but have a feeling that BF Goodrich are American. The yanks know nothing about cars but when it comes to trucks and the tires that go with them they do have a certain reputation.

And then there was the price – the BF Goodrich were quite expensive, not unaffordably so but noticeably so.

“I’ll take the BF Goodrich”. “Would you like the white lettering on the inside or outside” Lizette enquired, apparently it makes no difference which way round the tire is fitted. Guess which I chose.

Distinctiveness, (relevant) opinion-leader endorsement, country of origin, price, coherence (tread, logo, name, function and badge), multiple points where the brand has touched me and a degree of familiarity, a sense that you are not the only one, that maybe the brand is becoming more popular.  The Big Brand Bang.

As I pulled into the car park of my local just as a car-mad mate was also arriving, the new tires (on my 3 year old car) were instantly noticed. “Decent set of boots, China” he said appreciatively.

I can now tell you with total conviction that if you have a choice in tire for your SUV there is only one brand to buy – BF Goodrich. A brand is born  – in my mind.

PS It turns out that BF Goodrich are now owned by Michelin –would that have made any difference? Who knows. Big Bang Brand Architecture – but that’s another story…….

The hottest topic in media (advertising, marketing – take your pick) is Native Advertising. It seems everyone is going native when it comes to their brand spend. This wild enthusiasm is only matched by the total confusion about what exactly is Native Advertising. There are a bunch of definitions flying round. The most all-purpose definition is probably something like “Brand promotion messages or content on the internet that fit so well into the context in which they appear you hardly know or care whether you are being sold to”. So this will span everything from Google Adwords (ads appear alongside natural search results in exactly the same format) to sponsored stories, videos, images, music on respectively facebook, youtube, pinterest or spotify and their ilk.

Native can include the internet version of an “advertorial” – an on-line publisher will include some story about a brand in their normal content flow, some bloggers will simply get paid to write stuff about a brand or company. These are supposed to be clearly indicated but many are not and many would claim that no-one cares. If it is a good read, it is a good read, and it’s not like you paid for it. The Red Bull case study gets trotted out over and over again. Red Bull promote its energy drink by associating itself with derring-do – whether Formula One Sponsorship, Extreme Sports or some bloke parachuting from a great height. The point about the latter is this specific, fully Red Bull funded, stunt found its way into a gazillion blogs and newsfeeds on the web. Good old fashioned PR? Well yes, but specifically designed and presented for the on-line publishing world.

What is behind all this? Simply a frustration with banner ads. I’ve mentioned before that advertisers have done the same thing in digital that they did when commercial TV came on the scene. They adapted what they knew for the new medium (in the case of TV they ran radio ads with pictures, in the case of on-line publishing they ran press ads) rather than learning new tricks or at the very least re-learning and reframing old tricks.

Advertisers’ willingness to pay for banner ads here, there and everywhere allowed any old crap blogger to make a bob or two out of their sites and gave major off-line publishers the false idea that they could recreate their business model on-line. But what is the one dominant feature of on-line? You can measure almost everything and pretty soon everyone has figured out that “You have more chance of surviving an air crash than clicking on a banner ad”. Native advertising works better, brands and agencies are prepared to pay more for better results, the trend has caught fire. There are new agencies who know how to do it, new platforms that know how to get it out there, new opportunities on every major social media site, all looking to cash in with numbers and metrics to back up their case.

The old guard will say – as they always do – that there is nothing new here. With the right connections, budgets and brand stories you could always lean on editors and journalists to big up you brand. The Gold Blend ads (I know I am going back a while here) worked because they were a brand relevant 30 second soap opera that got flighted in the ad break of, yes, a soap opera. How native is that? What is the difference between sponsored content and event or celebrity sponsorship?

As soon as attention and eyeballs move away from one activity to another, brands will eventually find a way to shoe-horn themselves into that new activity be it watching TV, surfing the net, keeping up with friends and trends or playing games. Yes fundamentally it is the same game but scale, data, algorithms, real-time metrics, fragmentation, pace of change and user empowerment make it a game with new rules and new potential to win or fail.

I try to keep pace with all this and am lucky enough to spend most of my time with people who know a lot more than me because they are out there building new marketing tech businesses. One person I keep up with on a regular basis here in Cape Town is Will Mellor. He is better known (and he is very well known) as Seth Rotheram, the alter ego he created for his blog site, 2Oceansvibe. Except when he started the term blogging had not been created and the software did not exist. He began posting pictures of the Camps Bay in-crowd with amusing little stories and gossip. He started to add cool lifestyle content he found on the internet. In those days he had to take the site down and then reload it every night because there was no WordPress. His popularity and unique visitors grew, he could start to get all manner of freebies and some cash to talk about brands, events, restaurants. No-one cares he is getting paid because 2OV is just such a great read and the first place to go to find the funniest and sauciest stuff on the net. He has also always featured brands and magazines for which he does not get paid simply because he thinks they give his brand the right vibe. He then launched an on-line radio station, relaunched the blog as an on-line magazine and is currently re-naming and rebranding all the neighbourhoods in Cape Town – the Hoods Project – and in the process creating a whole new geo-cultural cluster.

Will, aka Seth, has not just understood celebrity he created one, he was blogging before we knew what blogging was, he turned this into the new model for on-line publishing and is at the forefront of on-line media. And yes – he has been making money (funding his lifestyle) with native advertising long before the rest of us went native. He is the ultimate local/global and now micro-local. If he was in London or New York he’d be mega rich and famous. But as he says – work’s a sideline, live the lifestyle.

And the lifestyle is good in Cape Town, at least for the some of the natives.

Best course Unilever ever sent me on was one on advertising (that’s what we called it back then). It was a 2 week residential course held at a very swanky hotel in the home counties which was great for a hard-up twenty something but that wasn’t what I meant. There were three things that stood out for me. Firstly, the course was 50/50 Unilever brand managers and agency account execs. They weren’t literally our opposite numbers but they were our peers and they all worked in what we referred to as the ‘club agencies’ i.e. the select big agencies Unilever used. Secondly, they managed to get a stellar selection of the brightest and most experienced people in advertising to come and talk to us. Finally and most memorably they made us do a role reversal project where we were given a creative brief and had to give our response to a judging panel of the senior agency stars. My syndicate’s brief was how to promote the Great British Pub, the client being some fictitious industry body and the background being that the pub trade was down and many, especially the village pubs, were closing.

I can still vividly remember our ads. We set up a series of situations such as a couple getting engaged, someone scoring 180 at darts, a guy getting a big promotion, high emotion occasions when the only place you wanted to be to celebrate was your local pub. But as the people in these situations looked around them their pub faded and they were left celebrating on their own because the pub had gone. The pay-off line was “The great British Pub – get there before it closes” (back then all pubs closed at 10.30 pm, hence a double meaning). Cut to same people now happily in their local pub sharing their moments. Classic advertising technique, depict a world devoid of whatever it is you are advertising to dramatize the unique benefits. We won the top prize, as it happens.

I felt a bit like that in Terminal 5, Heathrow, last week. A visit to HMV was part of my pre-flight ritual and now I was looking at a boarded-up space where HMV used to be. Should I be surprised? On more than one occasion last year I returned home with CD’s and DVD’s I’d bought at HMV only for the family to inform me they’d already downloaded them. How stupid did I feel? And yet I would still have spent time in HMV last week because I enjoy browsing a record store. Trouble is browsing doesn’t pay the bills for HMV (or Jessops).

WHSmith have announced they are to go back into CD’s and DVD’s – smart move, but is that the future for WHS? The last place you can go to buy occasionally what you most often buy on-line. I remember asking an American friend who was returning to the States after a few years in the UK what he would miss most. WHSmith he replied, he and his family loved the high street store but like me he couldn’t put his finger on why. It doesn’t exist in the States and has a unique bunch of ‘stuff’ was the best he could do and like me he is a career marketer.

Pubs contracted in numbers for years, just like high street retailers, but have recently enjoyed something of a revival. The reason for their decline was easy to see. Cheap booze in the supermarket, drink driving laws and a fundamentally male-oriented offer in an increasingly female/family oriented world. What saved them was not some cute bunch of ads that reminded you about what you used to like without ever really putting a finger on why. What saved them was keeping some elements of their unique magic but then fundamentally re-engineering the offer – more/better food, more choice and diversity, more unisex.

I think HMV could have done the same, in fact I think they were trying to do precisely that but clearly it was too little too late. Pubs found an offer that for most people on some occasions could not be equaled at home. HMV needed to find some things – product, service, experience – that beat on-line shopping for most people on at least some occasions. In their case they also needed to find a way to migrate to some kind of synergistic off-line and on-line offer. John Lewis seem to have managed that well as their results show. I’ve used them a lot recently (furnishing a new flat) and they hit a great sweet spot for range/quality/price, with well-motivated, helpful staff (we all know why – they own the business). I sometimes look on line and go to the local store to buy. I sometimes browse the store and then buy on-line. I sometimes buy on-line and go to the store to pick it up. Simple, brilliant.

What is the future for WHSmith? Could it be as simple as putting food and drink into the mix – coffee shops in bookstores seems to have worked and food worked for pubs? Maybe that plus some other unique in-store experience and a symbiosis between on and off-line. Who knows?

But I do know I miss HMV and I’d miss WHSmith if they were gone.