FIGHTING THE FITNESS URGE

I’ve spent most of my life convinced that my lifestyle meant I was doomed and destined for a premature handing in of my dinner pail. In 2018 a study determined that any alcoholic drink at all was very, very bad for you. Occasionally, so convinced was I of this, I had a “dry” month and felt exceedingly virtuous but was very grumpy  and restless.

Doctors seemed united and thin lipped about this. These cheerless cynics bleakly asserted that when it came to alcohol nil by mouth was what we should aspire to.  Yet if we really had to drink then 14 units a week (disapproving sniff) was the absolute limit; exceeding this would be akin to committing suicide. Despite this a 2019 BMJ Open study of 417 NHS doctors found that 44% of them resorted to binge drinking themselves.

So what the hell was going on? 

Earlier this month a new study came up with a differing account. Here’s the story:

“The European Society of Anaesthesiology and Intensive Care will be presented with this study from the University Hospital Bonn in Germany.

628 adults took part with an average age of 72 who were undergoing elective surgery.

The 186 adults in the "medium to hazardous alcohol consumption group" were significantly less likely to be obese or overweight than those who did not drink or drank only occasionally.

The high-drinking group also reported better overall health, less pain and found it easier to perform activities such as getting dressed and seeing family.

Vera Guttenthaler, the study's author, said: "One explanation may be that higher alcohol consumption may lead to elevated mood, enhanced sociability and reduced stress.

"The results may lead to the conclusion that alcohol consumption ... might support older patients to experience a better quality of life before and after elective surgery."

Vera Guttenthaler’s conclusion that alcohol might give you a better quality of life was encouraging to those of us who enjoy drinking. Cheers Vera.

But having established  drinking may, after all, be quite good for you what other lifestyle issues need to be re-examined. Let’s start with exercise. I’m afraid I belong to the Billy Butlin view:

“Whenever I feel the urge to take exercise I sit down until it passes away”. 

But seeing all the rest of my family power-walking, jogging, doing Pilates and generally turning their bodies into objects of well-muscled tautness prompted me to start the restorative process.

I bought a pedometer and now  unless I get in my 10,000 steps a day I feel very uneasy. My wife has watched in alarm as I rush up and down the stairs – 59 of them from top to bottom of the house - or walk round and round the sitting room. I ache all over . But soon I’ll resemble Joe Wicks rather than Mr Blobby.

Next it’s brain exercises. The daily Wordle which I do with my wife honing a series of strategies which have produced a “streak” (that’s a winning run) of over a hundred. 

I might learn a foreign language although that sounds like an  awesome task or write that book I’ve been talking about for ages. Meanwhile I’m trying to fathom the strategy underlying our government’s chaotic activities. Now that’s real brain exercise.

Finally food. My body is a temple – it must be appropriately worshipped. No more pies, no meat, no dairy, nothing that tastes nice. Yeah, well, I’ve tried this before and I doesn’t work. Vegan food just makes me flatulent.

It’s very simple. Let’s listen to Epicurus:- 

“Eat drink and be merry for tomorrow we die”

 

WHY BRANDING GOT SO CONFUSING

Branding used to be so simple. When Bass created their Red Triangle beer in 1875 (the UK's first registered trademark) they did it so those who couldn’t read would point out the beer they wanted. It was also a mark of reliability. Forget brand values, a brand was basically the same wherever and whenever you bought it.

This matters with food and drink. When it comes to cars it’s a little different with the idea of what we call a Friday car or in Germany a Monday car. Monday why? Because all the car workers are wasted after a weekend’s drinking…boom, boom. I heard that last week from a German Taxi driver in Nuremberg.

Like vicars we marketers can have doubts about our religion. I am struggling to believe in the power of branding as it used to be in the second half of the 20th century when we had Double Diamond, Mother’s Pride, Gold Blend, Silk Cut and Malibu.  

When we had a plethora of ‘brands’ like Screaming Yellow Zonkers, Slime and Sunny Delight (remember that? From sales of £160 million in the UK it disappeared as the beta-carotene colourant in the product was found to turn skin orange if too much SD was drunk). In these good old days when an ad man said “people drink the advertising” Heineken, Carling Black Label in beer and in soft drinks Tango, funnier and more extraordinary advertising kept us glued to our TVs. Brands had become entertainers.

Stable brands like Mars, Heinz, Persil and Coca- Cola carried on plying their remorseless trade but I began to have serious doubts. Like the Reverend Johnson in Blazing Saddles who said in prayer:-  

“O Lord, do we have the strength to carry off this mighty task in one night? Or are we just jerking off?”

There was Coca-Cola’s cynical and disastrous water brand Dasani and the sense that business had gone mad.

In China I drank their now global ‘brand’ Great Wall wine. No two glasses were the same. What the hell was going on in this world of branding?

People called themselves brands. Countries became brands. The ultimate brand of course was Planet Earth. 

I became a deep sceptic about the religion of branding except when someone creates great product, because they want to, and signs it with their own name.

I believe in Ben & Jerry’s Ice Cream, I believe in Ted Baker, I believe in Dr Oetker the German family food company and I believe in Jimmy’s.

Jimmy’s is an Iced Coffee business in Christchurch, Dorset founded by Jim Cregan 5 years ago because he craved the iced coffee he’d drunk in Australia but couldn’t find here.

Like Patagonia (Yvon Chouinard’s creation) Adidas and Whole Food Market a person had an idea and drove it forwards with purpose and a simplicity of vision.

Great brands are real, living things created around an idea and just a touch of madness.

They are never made by a Marketing Committee.