Please watch Paperman, then read:
Analogies, Metaphors, Equivalent Images
When I was a kid, my parents said I was in a big hurry to name things.
I didn’t need to learn what something was called I would make up my own name for something. From those early days of naming items, I moved towards quickly identifying similarities to other things such as designs in my breakfast, animals in the clouds, or faces in marble countertops.
When learning the history of photography, I was introduced to the term of equivalent images – those images that both contained obvious subject matter but also contained subtle symbolism of other subjects, or other images, or previous experiences. This excitement of identifying items similar to other items has propelled me towards visiting museums, reading books, and viewing all those films of clever directors.
I had read about Paperman before I actually saw it. Paperman is a 2012 American black-and-white computer-cel animated romantic comedy short film produced by Walt Disney Animation Studios and directed by John Kahrs.
When I actually did first see it the first time I simply said “I need to see that again!” When I saw it again, I said out loud, “That’s the marketing messaging process fully identified, and that’s the true magic of innovation! That’s why companies need constant product development!”
If we had seen Paperman together we might have found someplace afterwards to discuss this work. In the tumbling conversation that followed, I think this is what we would have identified:
Revised Credits for Paperman
Symbolism of Paperman’s Cast
George = Any Company
Meg = Any Customer
Paper Airplane = Marketing Messages
ACT I
Boy meets girl, girl briefly views boy.
Company sees attractive potential customer. Customer momentarily glimpses company.
ACT II
Boy tries to communicate with girl.
(Series of marketing messages – voice, visual, direct mail)
Companies constantly attempt to attract customers but many items need to align to connect.
Paperman shows how many ways the paper airplanes (or marketing messages) can miss their intended target.
Symbolism in (Paper airplanes) Marketing Activities
Attention Span = Airplanes smack wall or land in other part of office
Current Events = Airplanes hit by passing birds
Dirty Database = Airplane misdirected to other window
Marketing Expenses = Second stack of paper dropped on desk
ACT III
Paper airplanes to the rescue.
The magical power of innovation is articulated that results in both company and customer finally uniting.
As the saying goes, build a better mousetrap, and the world will beat a path to your door.
Product/Service development drives true growth – better ideas, better execution, better services, and better products. When it all clicks, the music swells, and an increasing number of customers fall in love with your brand.
Implied Symbolism of Healthy Innovation
Critical Mass = Builds on previous accomplishments
Seduction = Hints about better experiences
Inevitable = Overly determined (i.e. manifest destiny, unending upgrades)
Ephemeral = Momentary success – however, newer innovations will follow
Epilogue
Hollywood ending where boy and girl reunite.
Happy ending but all innovative success is fleeting. I’m reminded of the quote from the movie Patton about glory:
“For over a thousand years Roman conquerors returning from the wars enjoyed the honor of triumph, a tumultuous parade. In the procession came trumpeters, musicians and strange animals from conquered territories, together with carts laden with treasure and captured armaments. The conquerors rode in a triumphal chariot, the dazed prisoners walking in chains before him. Sometimes his children robed in white stood with him in the chariot or rode the trace horses. A slave stood behind the conqueror holding a golden crown and whispering in his ear a warning: that all glory is fleeting.”
– Gen. George C. Patton
Cache of Communiqués 