#BigW

Already at the back of the discount rack

Former Australian PM Malcolm Turnbull’s memoirs are already on sale less than a week after the hyped launch. Retailer Big W has cut the price from $55 to $29. Booktopia has cut prices too. And Dymocks. And QBD Books. And Amazon.

If Turnbull wanted to leave a legacy of a true statesman he honestly believes he is, he wouldn’t have resorted to documenting slanderous affairs between Tony Abbott and his senior staffer Peta Credlin or accused so many of his supposed close confidants of treachery that ultimately led to his downfall. Had he truly carried all of the hallmarks of the leader he aspired to be and trumpeted he was, the party would have united behind him and the inner factions would have displayed unwavering loyalty. Period. The fact that they didn’t is a reflection on him, not them.

Sadly it was all about Malcolm.

It was no longer called the Coalition which was founded in 1923. He rebranded it the ‘The Turnbull Coalition Team‘.

He was the only conservative party leader we can think of in any country who avoided conservative media platforms like the plague. Instead, he bathed in the adoration of the left-wing mainstream press including The Guardian and ABC where he got overwhelmingly favourable coverage.

A true leader should have been able to comfortably dismantle the flawed arguments held by lunatic ‘Murdoch’ media stooges to their faces and in the process defined the desirable qualities of strength and character to the public. He didn’t. Instead, Turnbull just blamed them for being mean to him.

The CEO of any business knows the top job carries awesome responsibilities before taking it on but are also aware that leadership defines them, especially during crises. Turnbull’s leadership style defined him. Dumped by his party twice for not showing it.

Turnbull lacked judgement. He signed a refugee deal with Obama, weeks before Trump was due to take office. Hardly a great way to start a relationship with an incoming president, made worse by making no preparation for his possible victory complicated by the need to call on former Aussie golf professional Greg Norman to get Trump’s number.

His defining legacy will perhaps turn out to be one of the biggest white elephants in Australian history – the now $250 billion submarine contract with the French. His thought bubble on giving income taxing powers from the federal government to the states before quickly walking back those comments. The Snowy Hydro 2.0 joke. Weighing in on the bushfire crisis to score shots on the man that took his job.

Turnbull had the assistance of his progeny to abuse his enemies on Twitter. FNF Media was even blocked by his son Alex, which we wear as a badge of honour.

In the success camp, Turnbull secured exemptions from US steel tariffs. He can also lay claim to the introduction of same-sex marriage legislation.  And saying no to the UNHCR which wanted to conduct a special investigation of Israel.

In closing, Turnbull’s TV interview on ABC’s 730 Report this week only added proof to why he no longer occupies The Lodge.

The Woke will end up being the Joke – as usual

Do the marketing departments of these corporations honestly believe they will gain anything via this ill-considered moral preening? Do they have any real cohesive cognitive plan outside of vacuous virtue signalling to appeal to an existing or potential client base that has already moved on?

What is the bet had Alan Jones told PM Scott Morrison to shove a sock down President Trump’s throat that they would have said absolutely ZIP. Maybe they’d up the spend? The double standard is guaranteed. What it really says is that the marketing teams are pandering to their bigger client – trying to appear relevant to their own management team. Such gutless and spineless actions speak volumes of the utter uselessness of marketing teams in general.

Before dozens of woke corporations pulled their adverts from the top-ranked radio jockey, did they ponder for one second that their clientele who listen to him probably haven’t collapsed into an inconsolable heap? What is more, they couldn’t care less what Anytime Fitness, Chemist Warehouse or Big W think.

It doesn’t take much imagination to work out the utter brain dead groupthink in these marketing meeting rooms (echo chambers) of corporate Australia as they seek to self-censor to justify their glaringly redundant roles. No rocket science is required. Big W could have had a special campaign on socks and BBQ charcoal. When did Australia lose its sense of humour? Especially at the expense of our neighbours across the ditch. It is not to condone Jones’ remarks but it is only because NZ PM Jacinda Ardern is the high priestess of woke causes that these corporates have buckled.

If the decision to advertise on Jones’ program was made because of his reach and ideally the “right” demographic for their products, will they stand to gain anything from this? Haven’t they studied Gillette’s latest 180-degree flip on trying to win back customers they have probably lost for good in that ridiculous self-inflicted $8bn brand destruction?

The Jones’ clientele is likely to remain exactly the same. The ratings will unlikely budge a jot. The activists moaning to have ads pulled are probably the least likely to use their products and services in any case.

For instance, why would anyone think that Commonwealth Bank (CBA), which has been found seriously wanting in the ethics department after the Royal Commission, has any leg to stand on over Jones’ remarks? CBA is still pondering what to do. Do they follow the herd (proving marketing departments aren’t warranted) or twist 2GB’s arm to get some bonus slots for showing loyalty?

Here’s an idea. Why don’t CBA and others leave the moral grandstanding to their customers? When people withdraw cash at an ATM it is highly unlikely they’re going to punish them by closing their accounts. Why not keep tabs on the number of complaints from its 10m customers and see if they number more than 0.000001% of the total. Don’t marketing departments use data? Clearly not.

So watch this space. Corporate boardrooms might think their marketing teams walk on water but if they opened their eyes for a moment would soon find their utter lack of creativity and zero value add as clear as crystal. Or maybe they’re just as out of touch to fall for the Yes, Minister PowerPoint presentation.

Look at the bullying by groups such as Mad Fucking Witches. Can corporates take activists seriously with names like that? How weak are they to fold when words like “complicit” are thrown at them. Once again marketing departments should study data, not fear standing up for themselves.

The double standards of companies like Koala Mattresses, which is happy to have the potty-mouthed Clementine Ford as a brand ambassador (who has a long track record of tweeting profanity, misandry and killing all men) but preach sanctimonious tripe over pulling advertising from Alan Jones’ program.

Make no mistake. The woke are already looking like the bigger joke. These self-appointed enforcers of a moral points system President Xi might approve of have even ignored Jones’ unconditional apology for his remarks. Tells you exactly what ideology is being preached inside so many Australia’s companies. It is hardly the stuff that will rescue them in a slowdown. The ones which have cut Jones have signalled why they don’t make good investments. Get woke. Go broke.

NB Mad Fucking Witches deleted this post because as always with the radical left the only free speech that matters is their own.