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THE BECAUSE ISSUE

 


Dear Outsiders,
 
Creation doesn’t always need reason.
I want to address creativity through a branding lens today. But it could be anything – art practice, parenting, weekend plans. This form of creativity Outsider calls ‘Just Because’.
 
Here is your encouragement to defy standard strategies – to question what you ‘should’ be doing and instead listen to what you want to do.
 
Need help? Ten copies left.
 
– Jess

 


Outsider 136

JUST BECAUSE

 

'Just Because' Marketing defies all aspects of the traditional consumer-brand exchange that have ossified.

Just Because Marketing is an action with no commercial motive. Not to be confused with no apparent commercial motive.

 

Just Because Marketing is doing things just because.



Because you had an idea and you like it and so does everyone else in the team. Because it would be fun to make it happen.
 
Just Because Marketing isn’t based on data. It wasn’t suggested by algorithms and it wasn’t in a report from a trend forecaster.

Just Because Marketing is an expression of the moment, an impulse, a desire to make something happen because it feels relevant.

Just Because Marketing is responsive to now, not resting on an imagined future. It is what feels good TODAY.
 
We are saying Marketing but it could be Anything.


YOU KNOW IT

We can all visualise stunts in public without an owner, overnight installations without an artist, stickers with a statement but not a logo. 

I'm talking about a creative breakthrough. A creative breakout!

 

"True art is always there – where no one is waiting for it...Art does not come and lie in the beds we make for it. It slips away as soon as its name is uttered; it likes to preserve its incognito. Its best moments are when it forgets its very name"



– Jean Dubuffet
 
 

 



 

To forget its name, the nature of itself, is what marketing needs to be interesting again.

To regain nobility.

Just Because Marketing can expose the rigid behavioural structure that lies beneath. By unhinging the context of expectation,


Just Because Marketing explodes the patterns that hold our cynicism and narrow our imaginative potential. 



STAY ALIVE 

What distinguishes a painting from wallpaper or a zine from a newspaper, is the ripping apart of old forms and structures to create new perceptions which renew and refresh life itself.


 

Obedience to language, image and behaviour must continually be challenged if we are to stay "alive".


 
From "RE/Search Pranks," Volume 11,
RE/Search Publications, by V. Vale & A. Juno.


MAKING LIFE LIGHTER

Our lives are already full of demands. Why can't brands play a role in alleviating this instead of adding to it?


Why can't they be challengers of expectation instead of encouragers?





BREAK THROUGH

Just Because Marketing actions take brands from being the standard to the exception. They grab attention by way of ingenuity, selflessness, unexpectedness, and altruism, exuding magnanimity rather than self-interest.

 
>>> GIVE AND YOU WILL RECEIVE <<<

 



Just Because it feels right.

Just Because it would be fun.

Just Because we want to.

Just Because it will look awesome.

Just Because I’d like to see that.

Just Because for no reason is a reason.



>>> LESS CALCULATION. MORE IMAGINATION <<<
 

You can break through the banality to make something memorable.



AD HOC ACTION

Creating in response to the moment guarantees freshness. We told you to become an Adhocracy!


 

"...an organisation that cuts across normal bureaucratic lines to capture opportunities, solve problems, and get results."

 ­
– Outsider: Become an Adhocracy!



And here’s the guide on how.

This is all a case for enthusiasm. Retain your lust for what you do and resist deceleration by the structures around you.
 
Are you already creating Just Because? Making what feels right rather than what the A/B Test said you should? Tell us what you’re up to. Send in your thoughts. We love hearing how you’re doing things differently.

Until next time,

– Jess
jh@outsider.works
 
>>> OUT NOW <<<

 



WHAT TO DO NOW
Guides for Counter-Cultural Creation
by Outsider
 

> How to respond to the moment?
> How to create what's relevant right now?
> How to do what no one else is doing?
 

Issue One - Radical Ideas
Limited edition cover*

Get it here.
 
Or:

VIRGIL NORMAL – LA

OFFICE & GALLERY – LA



*From Quentin Tarantino's New Beverly Cinema in LA
 

DOING THINGS DIFFERENTLY
 
Outsider is a counter-culture punch from inside the creative industry.

Promoting real life interaction. Pro-offline.


It came into being after watching client after client come seeking 'relevance' with 'millennials' and crying inside. Seeing misconceptions on the efficacy of social media rise. 

Named Outsider as, like Outsider Art, we observed that no/informal training cultivates greater instinct and disregard for 'rules' and established systems.

    
Jess is a pseudonym to keep the digital footprint of our real identity to zero.

Born 1991 but knowing better than old man CEO's.

Secret Access to past issues here.



 
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This is not a trend forecast agency.
We will show you what you should be doing today. Yesterday.

QUESTION EVERYTHING.
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