Lectures for a New Year: Turning Squares into Diamonds
Today, a lecture that’s funny and a bit geeky around the edges. In this talk, adman Rory Sutherland tells a series of funny anecdotes about history, advertising, and the perception of value. That may not sound entertaining, but it really is — it’s a rollicking good time, and it’s really smart stuff, without going over anyone’s head. Alternating between historical examples and modern ones, Sutherland pokes fun at trends (for example, calling a shared plate of pub chips “Chips 2.0″), but eventually gets to the heart of his point: advertising is largely concerned with creating intangible value, which actually is valuable, despite being highly notional. Further, intangible value (and thus enjoyment, or a sense of wealth) can be found in things you already have — you just have to look for it.
The most hilarious part of this talk comes around the 14-minute mark, when Sutherland shows focus group footage of people eating Shreddies, a square Chex-like cereal that was in the process of being rebranded by rotating it 45 degrees to make “diamonds.” Wonderful.
Topics: how to improve train travel with booze and models, placebo education, rebranding the potato, veiled prostitutes, smiling street signs, Prussian high-value iron jewelry, Warhol on Coke, the portability of food, contextual alcoholic drinks, a button to save money, rebranding Shreddies, and the nature of poetry.
For: students of history, and people who enjoy funny anecdotes.
Representative Quote: “Every country has a contextual alcoholic drink. In France it’s Pernod: it tastes great within the borders of that country, but absolute shite if you take it anywhere else.”
Further Reading and Viewing
Sutherland also gave a TED Talk called Sweat the Small Stuff, which is well worth a look; there’s also a TED Q&A which contains some delightful profanity. He also has a book out, though actually purchasing it seems a bit tricky.
TED provides an interactive transcript, as well as subtitles, downloads with subtitles, and so on. I watched this talk on the TED site via the “Download” button (which basically just leads to a much better-looking video).
Suggest a Lecture
Got a favorite lecture? Is it online in some video format? Leave a comment and we’ll check it out!