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Defying an age old assumption that variety is indeed the spice of life, fresh research by www.thepressreleased.co.uk has shown that it is in fact actually quite tedious and at times down right annoying.
Marketing manager, branding expert, all round good egg and press release blogger Jerry Daykin was today caught out by the dark side of variety:
"I bumped into Joel, an old colleague from East London charity City Gateway, earlier in the week and foolishly complained that a lack of variety had allowed my blogging ideas to dry up. Today I've come face to face with variety and sure wish I hadn't"
Jerry (@jdaykin) had confidently Twittered this morning about his excitement at the diverse working day ahead - a trip to B&Q and Ikea in the morning followed by an important presentation to a City law firm in the afternoon.
Passers by spotted the catastrophe when he stopped at traffic lights near his office - an entire tin of quick drying White gloss paint spilled inside and dripping down the back.
"The worst thing is I'd filled up with petrol just 10 minutes earlier and it had all been fine then - it must have happened just before I made it back. It didn't help that the sofa we went all that way to pick up turned out to be the wrong one too!"
The City Gateway team got down on their knees to clear up the mess but it remains to see what the people at StreetVan will have to say about it. Ever the optimist, Jerry remained positive, Twittering "B&Q an unmitigated disaster. Presentation to law firm statistically guaranteed to succeed now, right?!?"
An East Londoner, who earlier in the year backed-down on a radical self-rebranding, was today stopped by police for wearing the wrong thing; he became famous for running a blog (www.thepressreleased.co.uk) which documents everyday events in his life in elaborated press-ready form.
Jerry Daykin, who escaped without a formal warning, was halted by a police squad car on Sidney Street, Shadwell, when his outfit matched the description of an individual wanted for a nearby attempted break-in.
"I had no external meetings that day so had chosen to dress down in jeans and a thin light grey jumper, the chill I got stepping outside the house should have been enough to send me back to change but sadly I continued as I was!"
The police officer asked Mr Daykin to kindly stay put until further details of the suspect could be extracted from the understandably upset victim. The 6 foot 4 marketing manager was immediately released when the suspect was identified as being approximately 5 foot 4 in height.
"The police were very polite and apologetic for the inconvenience and I reassured them that I was happier knowing they tried to stop criminals than let suspects get away to avoid annoyance - perhaps I'll think twice about dressing quite so casually again though!"
Margaret, a former work colleague of Jerry's, commented "Last time you go out in your sports casuals then. Gosh maybe the rest of you needs to be rebranded now?" Whilst elsewhere wild accusations that Jerry might have used stilts to cunningly disguise his figure have been outlandishly thrown about.
A bold new report into life in modern Britain has revealed evidence of a nation of complainers and a shocking tendancy to incentivise negative feedback across all aspects of society. The survey, carried out exclusively for press release blog thepressreleased.co.uk, asked a range of consumers for their opinions on life in modern Britain.
Asked about their customer service experience 75% of those surveyed admitted they only ever completed feedback forms after negative experiences. Yet the report found that the urge to complain is further encouraged by a universal willingness to reward bad feedback - of the instances reported 80% of negative complainers received some form of reward or compensation whilst a mere 10% of those who fed back positively received anything.
One recent traveller captured the sentiment perfectly: "I filled in both a complaints form and a compliments form on my airline's website after the trip to Argentina. My complaint was replied to within hours with a detailed response, some positive action and even some future discount. I haven't heard anything about the compliment!"
The survey suggested the experience was almost universal with a wide range of firms jumping to reward those who complain but having little to say to positive feedback. Customer relations expert Jerry Daykin added that, "on the face of it a customer can go onto a store's website, make a complaint and be immediately seen to - or they can fill in a survey of their positive experience and have a 1 in 10,000 chance to win an iPod!"
"It's a difficult situation for firms who are keen to protect their brand image but perhaps it's time they started doing more to reward customers who tell them what they're doing right! Identifying and rewarding positive brand ambassadors may be tricky but the end results could make it well worthwhile!"
The report's experts predict that if nothing is done to reverse this trend positive words such as 'good', 'impressive' and 'recommend' may fall completely out of usage within the next two generations.
The report 'A slice of modern British pie' went on to further report that the average queuing ability in Britain had fallen 20% over the past decade. They based their conclusion on a normalised index of consumer perceptions and a 10 minute observation in Whitechapel Sainsburys.
An East London Marketing Manager who chose to share his everyday life experiences in press release form is today celebrating the 1,000th visit to his site.
Jerry Daykin planned to mark his 25th birthday in August by rebranding himself and issuing a one-off press release but ended up launching an ongoing project when Twitter responses to his first post were so positive.
In its first month www.thepressreleased.co.uk received hits from 52 different countries including Canada, Argentina, New Zealand, India, Ukraine and South Africa. The blog is a light-hearted take on life in an exaggerated press release form with a particular focus on issues in marketing, branding & PR.
To mark the occasion Jerry has purchased Osborn Street (the lower half of Brick Lane) and the street he grew up on (in Pinner, North West London) in an online version of Monopoly. The Monopoly City Streets game which launched this week allows players to buy real Google Map streets, build on them and then sell them on to other users – the game’s winner will be announced in 4 months time.
When asked about the success of thepressreleased.co.uk Jerry commented: “To be honest I’m quite surprised! I’ve spent half of this month on holiday and haven’t been able to give it the attention I’d otherwise have liked to. I’m still not sure how long I’ll run it for but it seems that there’s still demand at the moment!”
Through the blog Jerry issues regular press releases about his life, following on from his initial rebrand topics have included an exclusive interview with Sir Ian McKellen, coverage of the FA Charity Shield, a look at Pepsi’s new branding, coverage of his trip to Argentina
“I’m delighted by the initial success and really hoping that one of the press releases gets picked up in the press – Otherwise my mum has suggested I turn my hand to travel journalism instead and try and find someone to pay for all my holidays!”
UPDATE: Since this post was originally uploaded Jerry has gone on to purchase every street in the entire town of 'Daykin' in Nebraska and open a stadium, school and large hotel complex. How Monopoly has changed...
From traditional squares to cutting edge restaurants, from snowy mountains to barren deserts, from business districts to cowboy ranches and from wine lodges to boutique hotels, Argentina has something for everyone.
It's also pretty huge so if you haven't got months to spare you may need to pass up on the Tierra Del Fuego, Gaucho Wetlands or even the Iguazu Falls to be a little more focussed...
One: Set your 'out of office' reply, pack your bags and head to the fine piece of modern architecture that is Terminal 5.
Two: Stop off for an hour or two in Sao Paulo, Brazil - the weather's great, as is the view from the plane. Get accustomed to your hotel and Pepsi's new branding.
Three: Do the tourist thing round the old part of town. If squares get too much try Eva Peron's grave or the recently redeveloped Puerto Madero docklands.
Four: Discover Palermo! Who knew lovely streets, cafes and shops were such a short tube ride away? You should be on your fifth steak by this point.
Five: Delight in half a day of travel agents trying in vain to persuade someone to answer the phones at Argentina's biggest ski resort. Head off in style on a 'suite class' night bus and save on accomodation whilst you're at it!
Six: A quiet and relaxed day in the town of Cordoba. Visit churches, watch some tango, drink Coke Light in cafes and then eat more incredible steak.
Seven: Take a day trip round some beautiful (artificial) lakes and soak up the atmosphere (or lack there of) in a German themed village. (Some travellers might prefer to omit this).
Eight: Arrive by night bus in Mendoza, travel to Cavas Wine Lodge in the foot hills of the Andes and then simply do... Nothing.
Nine: A wine tasting lunch at Bodega Ruca Malen, followed by horse riding and a red wine bath should hit the spot. Top off with steak.
Ten: Take a bus through the beautiful Andes pass to Chile, via a Soviet-style border control shed. Arrive in Santiago in the hustling & bustling arty district.
Eleven: Move to a hotel in a quieter part of town. Spend a morning walking through rather deserted streets before a trip up the 'Funicular' and a more pleasurable daytime visit to the arty district.
Twelve: Go skiing! Why not? You're surrounded by mountains! On the ride there discover the other end of Santiago is a bustling modern city with a fairly New York feel. Oops.
Thirteen: Bus yourself back to Argentina but then hire a huge pick-up monster truck to drive up to San Juan. Get there in one piece and the Del Bono Park Hotel & Casino await you as an oasis in a literal desert.
Fourteen: Return the car to Mendoza before you scratch it or run over a wild dog. Have more incredible steak for dinner and try and bump into a lovely American couple you met at your wine lodge.
Fifteen: Enjoy the wide streets and plentiful squares of Mendoza. Then enjoy the pool & bar at your hotel. If you managed to meet up with anyone Americam go for Italian together, if not get some steak alone.
Sixteen: Fly back to Buenos Aires, stay at Home in Palermo. Waste no time, there are hundreds of amazing cafes and restaurants of a very high Standard. Buy a soufle dish in Oui Oui.
Seventeen: With so many amazing cafes you'll need to invent a meal between brunch and lunch - Dulche de leche meringues fill it perfectly. End on a mind blowing high at the Hotel Faena + Universe - La Luli fuse Tarrantino and Lady Gaga before your very eyes.
Eighteen: You should have packed already (and had 30 or so steaks) so resign yourself to a flight home. Stop over in a wet and horrible Brazil.
Nineteen: Arrive in Blighty at boring old Terminal 5. Get home to your credit card bills. Unpacking is only for the brave.
Twenty: Work and the real world await. Avoid steak, it will only depress you. Rent Evita.
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Look out for the full range of Daykin Day by Day guides coming soon.
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A recent survey of travellers to South America, which showed that less than 50% of them knew Santiago was the capital of Chile, has left tourists and branding experts calling for the City to do more to develop its international identity.
Paul, a traveller visiting the City for just 2 days during a trip to neighbouring Argentina, didn't have high expectations: "We only came because the Las Lenas ski resort in Argentina was unable to offer any skiing options. We'd been, rightly, told that the views on the bus over the Andes were stunning but I figured Santiago itself would be a pretty samey and possibly slighly run down City!"
Yet nestled in the foothills of the Andes Santiago is booming and is now arguably one of the top destinations on the continent. Chile's uniquely 'Jalapeno' shape means the City is both a short drive from ski resorts to the East and from coastal villages to the West.
"We didn't really know much about the City and didn't even get a chance to read a guidebook until we found a bookshop at lunch," commented marketing and branding expert Jerry Daykin. "In fact we spent the morning walking through a rather dismal downtown looking at slightly generic churches."
"The fennicular railway up the city's central mount was a literal high point of the day and the town's infamous smog gave way long enough for some good views. The cafe lined streets at the foot of the hill were pleasantly fresh and full of life."
Yet away from the traditional tourist downtown area, and old financial centre, Santiago is booming with contemporary high-rise blocks, shopping streets and modern restaurants which bring traditional cuisine back to life.
"The town already has some new signage up marking the country's own 200th anniversary in 2010 so here's hoping their tourist office is taking their branding and marketing challenge seriously." Jerry revealed.
"It might still be a slight overstatement to call it Latin America's New York but who wouldn't want to visit a town with a "Jerry's" fast food franchise?
A tourist to the Mendoza wine-producing area of Argentina has taken tourist advice, to soak up the vineyard culture, literally by bathing in warm red wine.
Jerry Daykin, a charity PR expert, confesses he is anything but a wine buff but wanted to make the most of his short stay in what is becoming one of the world's foremost wine regions.
"I tried a few wines at a tasting over lunch in a nearby vineyard but, as I confessed to our horseback riding guide, I didn't particularly prefer the expensive options over the house plonk!"
The Cavas Wine Lodge, a rather luxury high point on Jerry's recent tour of South America, is famed for it's service and was keen that its guests get a chance to relax and soak up the atmosphere in the shadow of the Andes.
"I asked myself 'Who am I to let them down?' and did my best to appreciate as much of their wine as possible. My real inspiration struck whilst sitting in the bath, looking out over the vineyards and pondering a trip to the spa"
Rich in polyphenols, grapes help combat free radicals which (presumably alongside time) are responsible for 80% of ageing. Combined with organic essential oils a bubbling Bonarda (red wine) bath would stimulate the circulatory system as well as refreshing the skin.
"I left the details to the experts," added Jerry. "Afterall I wanted to soak up the atmosphere not stain my skin permanently red!"
