Forward Thinking

Facebook Research - Yay or Nay?

2009-06-05T11:31:00.000-07:00

Is Facebook research valid? Is it possibly the low hanging fruit of the survey world? We think it is.

With millions of members across all ages and walks of life, and extremely high daily usage rates among those members, Facebook appears to be an ideal way to quickly reach out and ask consumers how they feel about various products and services. But would research professionals find reasons to poke holes in the validity of such research?

We're interested to know your thoughts...

- Heather (see my page)

Food for Thought

2009-05-11T07:57:00.000-07:00

I bake. So sue me. Don't ask me why, but it must have been something in my genes passed down from my Grandmother who baked my wedding cake. I enjoy a little time in the kitchen with the oven on, and a beer in my hand. And it's typically my co-workers or family members on a holiday that become my test market.

Anyways, so we're talking about baking and beer. The mind doesn't have to wonder too far before one decides to combine them. A favorite beer (and brand) of mine is Guinness. All the way from the entertaining TV commercials and ads to the bottle graphics and a vintage logo that screams "We've got our #$%! together and know how to brew what you are about to drink", I love this beer. And as doing a shot of tequila is more fun with a lime and salt, Guinness gets even better floating atop a half glass of Bass or Harp lagers. So why not bake with it?

Guinness already thought if it. Their breadmix bag looks like a part of the family, but it's not stocked in the beer section of the grocery store. If you cannot find it, here's one that will produce a bountiful and filling bread to share with family and friends. So hats off to a brand that can extend itself to products for everybody and their unique niches (like a guy that bakes for fun).

- Jeff (see my page)

Attitudes & Latitudes

2009-05-01T06:10:00.000-07:00

I did my spring fling in Key West earlier this month with one of my pals. We got sunburnt, drank pina coladas, walked up & down Duval Street checking out all the other tourists and went to the sunset festival at the pier. That is the attraction in Key West. Then before we left we had to buy t-shirts at Hogsbreath, Margaritaville and Hard Rock Cafe (Sloppy Joe's was too crowded). We were in Key West after all.

We could have had a drink and a snack at those places too but when it came time to enjoy a few Coronas we headed to a local hangout off the beaten path called Don's Place. It's the kind of place I always look for. Never crowded and no tourists, except me. It doesn't hurt if they have a Goldentee Golf machine either.

The other places have live bands, nice t-shirts, boat drinks, and a bunch of hotties walking around but Don's has soul. The people in there just got out of work or had it off that day looking to pass the time. Shoot some pool, a little tequila then some Goldentee, it doesn't get any better than that. I also got the skinny on the best places to eat, where to avoid when cruise ships pull in and when is the best time to take the bridge out of town (closed for repairs 6 hours on Mondays, I must of missed that sign). And what a bunch of cartoon characters they are. Part of the customers include 5 dogs, a lizard, a parrot and a big cockroach. The chickens aren't allowed in. I found it takes a certain kind of person to live and work there. I'm not cut out for that but I love to visit and get the real slice of life.

So now that I'm back I have cool t-shirts that I love, from bars I didn't drink at. It doesn't hurt them. I imagine merchandising their brands is most of the business anyway. Everybody's happy, especially me. Their names live on and when I wear them I'll think of palm trees, sunburn and Don's Place, the local joint where I kicked ass on Goldentee.

I guess sometimes what a brand represents is more important than what a company is trying to sell.

Enjoy
Duke (AKA ZIT - check out my great shot on UTUBE!)

Modern Mom

2009-04-22T08:21:00.000-07:00

Last night I was thinking about what products jump out at me at the grocery store. I thought about all the hair care products and shiny bags in the chips aisle. I thought about all the laundry detergents in their brightly colored bottles. But I found myself uncommitted to any one brand. I only buy what's on sale or what I have a coupon for.

Then it dawned on me that there was something that I have been buying for years and cost never mattered. I love Method hand soap! I love it because it doesn't come in a bright colored bottle or have pictures of flowers crammed down inside it. I love the clear soap in the clear bottle. It disappears on my bathroom sink. Sure, I have kids that would probably love to see a giant Spiderman or Hello Kitty label wrapped around the soap bottle, but my bathroom is one room that I can still call my own.

At first I thought I might be the only person who felt this way but as I visited my friends and their families I saw they used Method hand soap as well. They too must appreciate the simple product graphics (or lack thereof), and the clean, modern feel.

When it comes down to something that’s going to be on display at my house, I'd like it to be visually pleasing.

- April (see my page)

Internet Shopper Seeking More

2009-04-15T13:00:00.000-07:00

It’s 1970 again. And the world shops at Naum Brothers.

It dawned on me during the ’08 Christmas shopping season…

I’m what you might call a reluctant shopper. I’d be quite happy if I never had to go to the mall, but living with 4 women and store checks for work make that nearly impossible. I do avoid the mall though, and just about any store other than Wegmans, Barnes & Noble and occasionally Dicks for essentials.

It started during a holiday shopping season many years ago. I became a catalog shopper. Somewhere along the line I innocently bought something I saw in someone else’s catalog and ended up on dozens of mailing lists. It was early December and I was working late again. I was determined to avoid the stress of procrastination THIS TIME!

I started browsing catalogs to get ideas about gifts for family and friends. I marked the pages so I could come back and compare. The pictures were vivid, production values high and there was just enough romance copy to convince me my wife would just love that emergency chain ladder for the kid’s bedroom! Ordering three of the latest electronic gizmos was a great solution for the kids - and shipping was free! I didn’t have to go to the mall. I didn’t have to go anywhere! I was hooked. By the time I finished my spree I needed only one trip to Sears for some nifty tool for Dad. Could have gotten that too but I didn’t have a Sears catalog. I thought I’d never have to go to the store again…

Then came the internet. Now I didn’t have to collect the catalogs from the mail. I didn’t have to dial. Didn’t even have to talk to anybody on the phone! With my card and security code in hand I could shop the world in minutes. And I felt smart, too. I was right up there with the best of the smart shoppers! Cross-checking prices, availability and shipping charges before I clicked the fateful “send” button. I tossed my catalogs (and everyone else’s in the house) into the blue bin on the way in from the mailbox. I’d never have to pickup a catalog again.

But last year I noticed something. Actually something missing… there were no more beautiful still life product photos, no beautiful models in exotic places. I found myself even missing the romance copy (I guess some people actually DO read the copy, sorry Rob). It was hard to tell what that coat actually looked like that I was buying for my wife – it was only 2 inches tall!! As a mater of fact, EVERYTHING WAS TWO INCHES TALL!!! And all the stores started looking the same. Was I at Bluefly? Or Neiman Marcus? Did I buy those iPods from Apple or Amazon? No matter where I shopped the products were all tiny little pictures and a product number on a white page. I told myself I didn’t care. I hated shopping anyway!

But I did care. I felt like I had bought all my gifts at Naum Brothers!?! (historical note for those under 40: a discount catalog that everybody got in the mail with small photos of all the products and a couple lines of copy and a price). I was buying thousands of dollars worth of stuff based on a 2-inch photo, 3 bullets and a price! At least Naum Brothers had a showroom where you could actually see the products before you bought them.

My blogstory ends with a dilemma and a solution. The dilemma is that I don’t really like shopping on the internet anymore. It’s sterile and small. I miss catalog covers and big beautiful product photos. I miss beautiful models in exotic places. Hell, I miss packages and shelves full of them in different varieties and sizes. I miss logos and graphics and colors and diagrams and… I miss the romance copy! I miss big holiday sales signs and endcaps! I miss the gorgeous displays in the cosmetics departments and the interactive displays in electronics. Did I say I missed beautiful models in exotic places?… I miss all of it, but I still don’t like shopping and I refuse to go back to the mall.

I want the stores to come to me. I want them to try harder and not surrender to the web techies’ databases and shopping cart software and 2-inch picture on white background specs. I have a 24-inch screen and high-speed internet. I want more. So I did something about it.

And I can show you… contact me at info@forwardbranding if you need help with the shopping experience in your online store and I’ll tell you about WebPOS 2.0TM.

- Jim (see my page)

Think positive.

2009-04-08T10:57:00.000-07:00

I love looking at life through my rose-colored glasses… seeking the positive in unexpected places. It starts a chain reaction in me: thoughts affect feelings, feelings affect behavior and behavior affects experiences.

Everyday I interact with countless vendors as I pay the bills, collect unpaid invoices, try to balance an ever-changing budget and deal with relentless sales people. Some days aren’t easy. On those days, practicing positivity is a must. And since I’m often clients’ first point of contact at our office, having this perspective really helps. I love hearing clients say, "I can hear you smiling over the phone!" because that means I’m doing a good job – welcoming and inviting clients, never making them feel like a burden, regardless of their needs. When clients feel comfortable and cared about from the initial contact, they feel confident to proceed with the entire Forward Team.

For me, the art of positive thinking simply requires being aware of my thoughts. The rest comes naturally because the intention is there. The chain reaction is off and running, and suddenly positive energy is everywhere. Here are some links I've found to be helpful and inspiring:

www.positivehealthsteps.com/positivethinking.shtml

www.helpself.com/directory/positive.htm

http://changing-personal-habits.suite101.com/article.cfm/the_power_of_positive_attitude

With age, we’ll all probably come to need reading glasses. Rose-colored glasses should be something that we choose to wear daily as well. The commitment to have a positive attitude benefits all...your clients, your team, your company, your family & friends and yourself.

- Kim (see my page)

Charts & Graphs for Fun & Profit

2009-04-01T12:20:00.000-07:00

So I just have to share my favorite web site with everyone.

It's called GraphJam, and it's billed as a site of "Music and Culture for People Who Love Charts". All of the charts are user-generated, and cover topics as diverse as Clash songs, college student dining, and the relative awesomeness of different kinds of Newtons (fig being the clear winner). When you have some time, and need a good laugh, you can see them for yourself here.

All humor aside, GraphJam is a great example of how visual representations (like charts and graphs) can make complex ideas simple. But creating effective visuals remains a daunting task. It requires a high level of design savvy combined with the ability to derive true insights from unwieldy, unrelated, or poorly defined sets of data.

As an example, check out this site, called Many Eyes. Here users offer up their charts and graphs of huge, oft-times dull, data sets. Word clouds, line graphs, pie charts - they're all here. And for the most part they are all frightfully dry. While they demonstrate some degree of technical wizardry, they offer up none of the joy or cleverness that underlie the GraphJam charts. Unfortunately, they also have more in common with most of the charts we get to see in PowerPoint presentations from our corporate clients.

That's because people forget what these visuals are for. To communicate. To make a point. To share an insight. It can't be data for data's sake. It needs to be information we can act on. Information that supports or contributes to our plan to win.

And when it comes to offering shortcuts to understanding, charts and graphs can be used for far more than just representing data. They can represent business concepts, market positions, weighted communications tactics, and so on. By using design as a strategic tool, you can explore different options and punch through various scenarios quickly, effectively, and affordably.

Knowing how to create such visuals is a unique specialty, and (I'm proud to say) one at which our firm excels. Give us a shout some time, and we'll show you a new way of looking at those old problems!

- Rob (see my page here)

A scentimental love story.

2009-03-26T12:31:00.000-07:00

I love a brand you can count on. One that delivers the simple joys in life: warming memories, comfort, relaxation. One that’s tried and true, passed down from generation to generation, unchanged.

For me that brand is Jergens, and the product is Original Cherry Almond scent. Nothin’ beats it in my book. Their description says it all:

"A sentimental journey in every Cherry-Almond scented drop, this part memento/part body lotion transports you back in time as it transforms dry skin into captivatingly soft skin."

Sure they update the packaging and stay with the times, but what’s inside remains timelessly perfect. I’m a Jergen’s girl for life.

- Heather (see my page)

Change for the better?

2009-03-18T11:22:00.000-07:00

For years I've watched the battle between Coke and Pepsi, both as a consumer and a graphic designer. I've always liked their long history and the intense competition between them. I was intimately involved with advertising, working at a large advertising agency when New Coke came out. I read each week's Advertising Age and Adweek with a passion, trying to determine who was ahead. In hindsight, New Coke was a huge marketing fiasco that did more positive for Coke than any advertising campaign or new logo could ever do. It made people keenly aware of how much they liked, or loved Coke/Coca-Cola and how much it was part of their life.

Pepsi had been close to beating Coke in sales due to expensive youth-orientated advertising and the famous taste test. They were “the Choice of the New Generation”. Or so everyone believed, even Coke. With that, Coke blinked. They changed their formula to be more like Pepsi. They created a new look for the Coke logotype. What they didn't realize is that people liked Coke for the way it was. Coke tastes better to many when you drink an entire glass because of its slightly more bitter taste. Pepsi tasted well in short bursts, especially the Taste Test, but is a little too sweet for some for an entire glass.

After the PR nightmare of New Coke, Coca-Cola Classic saw a resurgence in sales. Combined with the sales of New Coke, they pulled well ahead of Pepsi. New Coke faded away but the sales of Coca-Cola remained high. Coca-Cola did especially well in fountain sales. Pepsi has never got close to beating Coke on its own again. Through the years Pepsi tried many ways to outdo Coke. Many of those changes were in the Pepsi logo and can/bottle design. Coke fought back by dipping into the nostalgic consciousness of the consumer by resurrecting the old Coca-Cola logo and bottle shape for their plastic bottles. Where was Pepsi to turn?

Pepsi's colors have always been red, white and blue. Very American, but never as American as Coca-Cola. Coca-Cola went to war with us during World War II. Pepsi tried to increase the red in their identity but they could never be more red than Coke. I remember how happy I was when I saw that Pepsi decided to go blue. Why not? They could never own "red". Coke had that. But they could own "blue". Blue wasn't part of Coke's identity. Pepsi finally had something Coke didn't and, for me, it worked. It had impact and was recognizable.

Through the last 10 years or so I've seen Coke and Pepsi flail with new flavors and varieties of their core offerings. Vanilla Coke. Pepsi with lime. Diet versions. Caffeine-free versions. Then there were the expansions into other drink areas – Gatorade, Snapple, and all sorts of things, with limited success. In the end, it was still the core drinks that made the most money and had the most value as a brand.

Coke has had the upper hand for a while and now, Pepsi blinked. Pepsi's big mistake is that they changed their logo and package designs drastically. In their constant pursuit to be hip and young, they have walked away from their brand identity. They have a new symbol that changes on every product variation and doesn't look, at all, like their previous symbol. The colors have changed so the blue is so dark it might as well be black. The new logotype is drastically different from the previous version. It's much lighter and has less impact. I haven't seen the sales results but I can't think they are better than before the change.

The cost to change an identity or packaging is always steep, but it can be done gradually if the changes are gradual. These changes are drastic and will lead to confusion with the consumer. Just look at the recent uproar over the changes to the Tropicana brand and their packaging. 35 million dollars were spent just to advertise that change. The consumer was confused by the new package and didn't like it. Now the company is going back to the previous package design.

There hasn’t been as large an uproar by the consumer over the new Pepsi identity. That's probably because Pepsi has always tweaked their look a little over time. I’ve seen a lot of new advertising that tries to use the new symbol as if the consumer should recognize it. It doesn’t work. I think the real results of this change will be seen more in the long term through loss of sales, weakened brand awareness and, ultimately, lower profits. And do you know who did the new Pepsi identity and packaging design? The same company that did the new Tropicana design.

Personally and as a designer, I hate the new look. They went too far. It irritates me every time I see it. I drink both Pepsi and Coca-Cola so my opinion isn't based on the way Pepsi tastes. It's the lack of visual good taste.

http://www.underconsideration.com/brandnew/archives/in_brief_pepsi_gets_official.php

http://www.underconsideration.com/brandnew/archives/pepsi_new_bottles.php

http://www.fastcompany.com/blog/aaron-perry-zucker/new-ideas/pepsi-design-process-explained

http://www.thedieline.com/blog/2008/10/what-is-pepsi-t.html

- Jon (See my page)

Can Big Business Really Be Green?

2009-03-11T06:55:00.000-07:00

In case you haven't heard, green is the new black. But what does green mean? Low C02 footprint? Keeping garbage out of landfills? Hybrid, Electric, Air-powered cars? Solar, wind, hydro power? Reduce, Reuse, Recycle. Hemp underwear? Or is it just the newest way to market yourself?

Can big business really ever be green? Honda claims to be green by focusing on alternative fuels in their cars and lowering fuel consumption in all their vehicles. Okay, I'll buy that. But still not as green as riding a bike to work. Continental Airlines created a C02 emission calculator so it's passengers can try and offset their carbon foot print. What!? Suncor found a cleaner way to extract oil from tar sand. Nothing seems greener to me than open pit tar sand mining.

Don't get me wrong, I'm not perfect. I own two old SUVs. My house could use more insulation. But I recycle when I can. I drink my water out of the same Dasani bottle every day. I try to buy locally. I like fixing up old cars and really old houses (great forms of reusing). I want to leave the world a green place for my kids. I know every little bit helps, but when some of the biggest polluters in the world start to claim to be green I get a little red.

What does green mean to you? Here are a two ends of the spectrum if you would like to know more.

http://money.cnn.com/galleries/2007/fortune/0703/gallery.green_giants.fortune/index.html

http://www.treehugger.com/buygreen/

- Dillon (see my page)

Keep the Change

2009-02-27T06:41:00.000-08:00

I don't want it. I really didn't want this to be another bitch secession but, damn it, I'm bent. And it seems Mr. President I'm not the only one who doesn't like change. At least not in some packaging. The New York Times article "Tropicana Discovers Some Buyers Are Passionate About Packaging" circulated around the office this week reminding me of my own bad consumer experiences.

Tropicana came out with new packaging compelling some to voice their frustration with it while asking for a return to the previous. Apparently product differentiation and overall appeal was a problem. I can relate. To me the gist being "I know what I want, don't make it hard for me to find."

I am admittedly a curmudgeon when it comes to my "products" but I've done my time. I've earned it. I'm not going to buy a different brand of blue jeans, I've tried them all and I know what I like. Now my problem is finding the same thing I had before. The jeans are easy to find, however, why do all toothpastes & shampoos change packaging every 6 months? I've bought Arm & Hammer toothpaste for the past 16 or so years 2 to 3 tubes at a time, which is part of the problem. By the time I go back to get more they've added more products, tweaked an ingredient, increased their shelf presence and at the same time made it harder for me to get what I had before because they all look the same. I'm left with a multiple choice process of elimination. Add an errantly instructed shelf stocker or one that's confused as well, and I have 2 tubes of toothpaste I didn't want. Now, though, I'll remember Dental Care over Complete Care. Especially the taste.

I had a similar problem with Pantene shampoo. I get 2 bottles, I only have 10 hairs to wash, hence, a year goes by before I get more. Everything changed and once again its a multiple choice process of elimination. I'll remember blue and "Classic" now. At least I don't have to worry about the taste here.

Even though it was less than 5% of the people that complained to Tropicana it lets me know I'm not alone. My frustrations are justified. The message is the same for all marketers. Don't change without a good reason and a clear path to the past. Otherwise we might lose our way and you'll lose a customer.

- Duke (see my page)

Txt Msg Product Naming

2009-02-19T07:22:00.000-08:00

Last fall, Pepsi redesigned the look of their carbonated soft drink line including Pepsi, Mountain Dew, and Sierra Mist. Most surprising to me was the new treatment to the Mountain Dew name, which now reads "Mtn Dew." This is obviously aimed at the 10-30 year-old text messaging generation who abbreviates anything and everything to keep their fingers from developing premature arthritis.

But in their effort to boost sales and relevancy with this specific audience, they've also succeeded in alienating another (particularly outspoken) audience. What about all the folks who think soft drinks are the downfall of our youth? New York State has even included an 18% "obesity tax" (linked) on the sugary beverages in next year’s proposed budget. Now we’re adding grammatical laziness to the fire? Hmmm.

Brand managers need to think about the big picture and manage their brand carefully, with longevity and responsibility in mind, especially if their products are in a sensitive spotlight.

Me? I'd put money down that at the next US spelling bee competition, Mtn Dew won't be a sponsor on the winner's t-shirt.

For more information on the text messaging phenomenon, click here.

-Jeff Tara (see my page)

Less is more.

2009-02-11T07:55:00.000-08:00

When I go shopping for something, I want the experience to be fast and easy. I want to get in and get out. Instead, I often find myself walking down aisles of cluttered packages with cluttered information, and I stand there for an hour trying to make sure I buy just the right thing. Then I typically get frustrated and leave with something that's not my ideal.

Why can't it be easier? Clear, simple package designs would be so helpful. Tell me what I'm getting. Show me a picture of it. Maybe have one or two special callout features. I don't need or want the whole story up front. If I'm interested, I'll pick it up and look for more info on the back. If it's cluttered and confusing on the outside what's the product on the inside going to be like?

As a designer, it's a nightmare trying to cram all sorts of copy on a face panel with special emphasis on every little callout. Too much information makes everything seem lost, and the net is that nothing is important at all. The best designs are clear and simple ones.

- April (see my page here)

Do What You Say, and Say What You Mean.

2009-02-04T10:30:00.000-08:00

Whatever happened to customer service anyway? Lately I find myself shaking my head more and more after hanging up the phone from a business call, asking “You really take home a paycheck?” Seems like real customer service is a thing of the past.

Re-introducing, or maybe introducing, employees to this important part of business is way overdue. A wise man once said, “What you do speaks so loud I cannot hear what you say.” But I just like to say, “Do what you say, and say what you mean.”

Every interaction is an opportunity for good customer service – an opportunity to send them away happy so they can come back happy… and bring their friends along with them next time too! It’s supposed to be about reputation and loyalty. Trust and honor. But instead, it’s turned into a cliché business phrase that’s over used and under practiced.

Some people barely notice when they make commitments. For them, a commitment is a casual expression for the moment. But idle promises merely postpone pain. It makes no sense to me! If you say you’ll take care of it… do it! Follow through!

“Do what you say, and say what you mean.” It’s a great motto for business and everyday life in general.

- Kim (see my page here)

Keep Your Eye on the Ball

2009-01-28T09:10:00.000-08:00

I love it when significant brands undertake a significant branding change. We get to see the "best of the best" do what we try to guide clients through every day (and more often than not get to see them fall into the same traps that we try to help our clients avoid).

Take Pepsi for example. They recently went through a major identity overhaul that impacted everything they do - advertising, web, promotions, packaging, etc. If they indeed wanted to update their image to appear cleaner and cooler, I would say they succeeded. It's a savvy approach that addresses typography, graphics, and most importantly, their symbol. Or should I say symbols?

You see, someone (or someones) over at Pepsico and the Arnell Group thought they should have different symbols for each core product line. I think they're talking to themselves, and creating a whole new level of unnecessary identity management issues to boot.

First of all, the symbols really aren't different enough to communicate something unique about each product. Oh yes, I'm sure there is a design rationale. There's always a design rationale. But at the end of the day, if you are trying to say something is different, then come out and say it! You can't go into these things "half pregnant".

Secondly, I doubt many consumers will even notice that there are different symbols. So all the work that goes into creating them, managing them, and making sure they are used correctly is a great big waste of time and money. It's just another case of agencies stroking marketers and marketers stroking agencies, and everyone forgetting that our number one job is to move product.

My suggestion? One symbol, because it's one brand.

- Rob (see my page here)

High efficiency? High confusion.

2009-01-22T12:13:00.000-08:00

Have you walked down the laundry detergent aisle lately? If you have, then you’ve seen the new high efficiency madness taking over the previously easy-to-shop shelves.

Suddenly it’s hard to find an option without the new “h•e” icon, and I’m totally confused. Is it the soap itself that’s highly efficient? It is like a concentrated formula? A greener formula? Can I use it in my regular washer? Or, even better, should I be using it in my washer to be a more responsible consumer? Is it only for high efficiency washing machines? Will it hurt my normal washing machine if I use it in there? And what does “only for front loaders” mean?

There was nothing around to help me. No transitional communications. No end caps. No information cards. No nothing. So, I just stood there baffled, looking stupid for a good 5 minutes until I defaulted to my usual fragrance-free Arm & Hammer. (Safe bet.)

The moral of the story:
When developing a new icon – it’s important to help consumers understand what it’s trying to say. The detergent category attempted this by placing the “h•e” inside a washer illustration… but apparently that wasn’t enough. A clear, simple support statement would have done worlds for my decision-making process and shopping experience. Sometimes marketers forget who their audience is.

~Heather (see my page here)

P.S. Go to the new Tide HE website and take their “Reality h•e quiz” to learn more. (I failed miserably when I took it, but I did learn a bit in the process.)

Brand Power-Elect

2008-11-12T09:57:00.000-08:00

Yesterday I was on lunch at Wegman’s and People magazine sucked me in. “Anything is Possible” read the headline. And there was Obama’s big, smiling face. The pages went on to tell the victorious candidate’s empowering story. That headline rang in my ears.

Regardless of political affiliations, there’s no denying Obama’s campaign was a homerun. From a brander’s standpoint, it was like watching a well-oiled machine, the launch of a super-powered, new-age, high-end consumer brand strategy.

While both candidates leveraged technology, Obama took it to the nth degree: regular, personalized eblast updates – waiting in my inbox. Downloadable video messages from the candidate himself. Viral YouTube clips. Online donation mechanisms – just one click, and you’re a part of it all. An interactive website with a merchandise gift shop so you can live the brand on the streets everyday. And if that wasn’t enough, how about a half-hour, primetime informercial? It was a pretty impressive spread.

The face, the message, the logo and a ripe, tuned-in audience…a brander’s delight. It was simple. It was consistent. It was current. It was likable. Obama’s team was able to build a virtually unknown brand from the bottom up and feed it to millions and millions of hungry consumers. It’s a great testament to the power of a well-managed brand strategy. I mean, if making politics “cool” is possible, then anything IS possible.

The true test will now be whether the brand can deliver on its promise. With more political hype and hope for change running through USA veins than I’ve ever seen in my lifetime, the cards are stacked against our president-elect.

Working in the branding business, I’ve learned fast that if you overpromise, you run the risk of underdelivering. Politicians are no exception. In fact, it would seem the opposite. With the world watching, waiting to point fingers, waiting to nay-say, it will be very interesting to watch the most important brand campaign I’ve ever seen unfold.

- Heather (see my page here)

Yes, you can have too much frosting on your cake.

2008-10-08T07:50:00.000-07:00

Communicating through package design is more challenging than ever. Clients are more astute, customers are smarter and more selective, so our job of designing is more important than ever. Branding plays a clear role of cutting through the visual clutter of packaging but it only plays a part. Good design, clear design that creates positive eye tracking is tricky to get right.

One of the challenges we face every day is impact. It seems there is a drive to make everything on a package bigger, brighter, louder, with drop shadows, bevels, and metallic ink. We have a term for it here at Forward: "European flair". Don't get me wrong. There are times when a small drop shadow, or a gradient can really make a difference in a design. Take something good and make it great. But there are other times when everything in a design is large, shiny and in your face. When everything in a design is sizzle, it's tough to taste the steak. Your eye tracking is less predictable and the communications can suffer.

Here's another way of looking at it. You are in a small room with five other people. Each one of the five needs to say something important that could make you buy a product. If they all yell at once you have a loud noise that will get noticed, but will it say anything? You might walk away with some understanding, but not the whole story. This is an overdone package. Yes it's exciting, but later you might need a Tylenol. Instead, the five people need to take turns, each giving you their information. If each part of a package design has it's own part to play, message to communicate, you will help consumers read your package more quickly, understand more completely and buy it.

- Dillon (see my page here)

Get Smart About Color

2008-09-23T10:40:00.000-07:00

How well do we know our colors? Here's a test to check:

http://www.xrite.com/custom_page.aspx?PageID=77

I sent this around the studio, and was pleased to find that our designers know them very well. In fact they all beat my score of 15 quite handily.

What's more intriguing, however, is that there is an objective solution to something we all consider a very subjective phenomena – our perception of color, and our preference for certain colors in certain situations. This is an identity element that can, and must, be actively managed.

When developing a logo, a piece of collateral, or a package design, we have the opportunity to really get precise with color. Color is a strategic tool that can be used to create impact, manage eye tracking, and shape feelings and impressions. Color also lives in context. We need to consider not only the color palette we're recommending, but how those colors will interact with one another, and with other nearby colors (in other pieces, in the competitive set, within a larger piece, etc.).

Personal feelings must be set aside when assessing color recommendations and options. As a client, you should never say you do not "like" a certain color. That's irrelevant, and honestly quite foolish. Instead, consider what a particular color is doing in the appropriate context, and assess whether it is the best color for the job. Be smart about color, and make it work for you.

- Rob (see my page here)

P.S. Once you determine your eyes are going, you can visit here and check your ears!

http://www.freemosquitoringtones.org/

Brand Mapping

2008-09-05T13:58:00.000-07:00

A client turned me on to an interesting site the other day.

http://www.brandtags.net/

You get to submit the word(s) that first spring to mind when you see the logos of well-known brands, and then you can see a "cloud view" that weights the various words that everyone has submitted. I think it would be an excellent tool for clients to see how their brands are perceived, as it gets to the root of associations – those super-short first-instinct thoughts that we want clients to try to influence and manage with their brand communications.

One word of caution. The audience that is participating in this effort is likely composed of branders, tekkies, and designers – not a true cross-section of the target market for most of these brands. So while the information can be useful, it is by no means the be-all end-all.

On a related note, Ad Age is featuring an article by Noah Brier, the creator of the BrandTags site. You can read it here.

http://adage.com/digital/article?article_id=130812

I found his story very interesting as it relates to getting such a site noticed (particularly the influence of other popular blogs), as well as the effort required to keep it running. Object lessons for marketers of all stripes.

- Rob (see my page here)