Your SlideShare is downloading. ×

Anthem sightings vol 2, 2011

2,041

Published on

Anthem Sightings: Volume 2, 2011 …

Anthem Sightings: Volume 2, 2011
In this issue of Anthem Sightings, we are making connections, going back to our roots, and thinking outside the box.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,041
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
41
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SIGHTINGS VOLUME 2, 2011
  • 2. IN THIS ISSUE p.13 HOW FAR CAN A BRAND STRETCH?In this issue of ANTHEM SIGHTINGS, weare making connections, going back to ourroots, and thinking outside the box. r? d fo tan ds ran p.8 ab Y ILIT oes BRANDED DIB d MAKE IT MATTER hat CRE CITIES .W ility dib cre p.3 ith BEL IEV rt w City bra ABI Y LITY ICIT p.11 nds Sta y mus NT ticit t be AUTHE uth en aut ga hen se ekin connectirsonal tic TION ials enn on Mill p.23 SEE & The Zeal CONNEC pe Having a BE SEEN for Real EST.1959 E TAG ast TION RI d us HE th e p ck in ba INSPIRA All aroun r ing oking RETHINK cho lo An and REINVENTION VING 47% BACK TO REMO RAINTS T $230 TO GO GOAL THE PAST CONS CONTAINED ond n orms g bey p.6 QUARTERS Gettin p.15 CE rm AN g fo EFI efyin D d tion p.17 ion unc ct gf Fun yin p.22 For m def LIQUID PRECISION N ENHANCED WITH DESIG BEAUTIFUL & Visual appeal matters PURPOSEFUL p.20 2 SIGHTINGS 2011
  • 3. MARKETINGBRANDED CITIES medical campus, luxury hotels, boardingLavasa at night: The cityin India will be entirely Cities Branding For schools, sports academies, a Nick Faldo– Economic Developmentdeveloped and governed by aprivate corporation. designed golf course, a space camp, and, its developers hope, animation We live in a branded culture and see branding and film studios, software-development applied to all manner of people, places, and companies, biotech labs, and law and things. Here we focus on place: cities that are architectural firms—in short, all of the applying the basics of branding to accomplish knowledge industries at the heart of the their goals—whether that be to attract “new India.” investment or human capital or to draw more tourists. From India and China to Russia and the Given the corporate governing structure of this UK, we see cities taking different approaches to city, it makes sense that its planners would brand development to improve each city’s overall approach the development much like a business “brand” image. project, starting with the brand. Partnering with U.S. branding firm Landor, they developed the We found Lavasa, for example, a new urban brand idea of “Life in Full” which was designed planning project that will be the first city in to convey a complete experience, in harmony India to be developed and governed entirely by with nature. The name itself is designed to evoke a private corporation. The city has been built on feelings of fulfillment and freedom. In developing the principles of New Urbanism, which include this highly optimistic and aspirational brand creating highly livable spaces, to “work, learn, image for Lavasa, the city planners hope to and play in harmony with nature.” The long-term attract residents, investors, and tourists alike plan for Lavasa is ambitious: who seek a better way of life with a focus on sustainability and peaceful co-existence. …Lavasa will eventually house more than 300,000 people in five distinct China provides similar examples of cities that “towns.” It will also have a world-class are being built or rebuilt to attract investments 3 SIGHTINGS 2011
  • 4. MARKETING from around the world and improve the overall Songdo has successfully become a destination experience in the city. For the 2010 World for multinational firms and expatriate employees. Exhibition in Shanghai, the government tore down It will likely be a matter of time before we see and rebuilt large areas with the tagline “Better these sorts of prototype communities spreading City, Better Life.” U.S. real estate development throughout China. and investment firm Gale International is seeking to capitalize on this trend of urban improvement Similarly, in 2010 Russia made a splash when in China by marketing “cities in a box” to Chinese they announced to the world their ambitious plan government officials. Literally turning a city to build a leading science and technology hub into a product emphasizes the need to consider outside of Moscow (modeled off of Silicon Valley) fundamental elements of branding as it relates to known as the Skolkovo Innovation Centre. The goal the city such as naming, creating a differentiated of developing this new “Science City” is twofold: positioning, and the overall brand experience. to attract the best human capital and to develop new technology and innovations to compete The first successful model of this type of city globally. In August 2010, the city planners development is found in South Korea: announced MIR LLC and SPN Ogilvy Public Relations as the winners of the tender to develop Songdo International Business District, the brand for the innovation centre. Given the [is] a $35 billion city being built from importance of this initiative, it will be interesting scratch on a man-made island off the to track how Skolkovo builds its brand image to coast of South Korea. At completion effectively deliver on these goals. (currently scheduled for 2015), it will be roughly the size of downtown Boston, with Finally, London and Moscow have recently 65,000 residents. rebranded themselves in a more traditional sense,Songdo InternationalBusiness District, a city builtfrom scratch on a man-madeisland off the coast of SouthKorea, hopes to attractmultinational firms andexpatriates to its locale. 4 SIGHTINGS 2011
  • 5. MARKETINGLEFT: London hopes to stepout of the shadow of theeconomic downturn andreveal its true personality.RIGHT: Architect NicholasPereslegina and designerAlexander Pershikova createdthe “Surprise + Smile”branding in an attempt tolighten up the city’s imageand appeal to a youngercrowd. with designs of vibrant colors and taglines. In Smile” further conveys the positive energy and London, the mayor announced a public tender in playful nature of the brand. August 2009 over which many prominent design firms competed. London’s main motivations for These examples from India, China, Russia and rebranding were a desire to disassociate itself the UK all demonstrate the need to consider the with the financial turmoil of recent years, to “brand experience” in each city and show how prepare for the upcoming 2012 Olympics, and municipal governments have used the city’s to “tidy up” their communications by unifying brand to help achieve their economic and social the messages from the disparate promotional goals. Consider your own city and think about organizations (i.e., Visit London, Think London, its personality, voice and overall look and feel. Study London, and Film London). Saffron Brand What does your city promise? Is it delivering on its Consultants, led by industry guru Wally Ollins, promise? How does it use its image or brand to won the business and recently relaunched the accomplish its goals? Marketers can learn from new London brand. The rebranding is a cheeky, these examples and the cities’ savvy application vibrant execution with messaging that effectively of branding fundamentals to improve the overall captures the spirit of the city. According to “brand” image for residents, tourists, and Saffron’s website: investors alike. The brand expresses the quirky, understated, confident, self-deprecating style that anyone who knows London will recognise. While not officially sanctioned by the government, architect Nicholas Pereslegina and designer Alexander Pershikova recently launched a rebrand for Moscow which appears to be an attempt to lighten up the city’s overall image while appealing to a younger crowd. The “Wow Moscow” branding incorporates emoticons to convey excitement and wonder, while giving a nod to the proliferation of texting and new language patterns that have emerged as a result. The tagline “Surprise + 5 SIGHTINGS 2011
  • 6. MARKETINGBACK TO THE PAST Old is made new again edge gadget, the My3D 360 viewer. It snaps onto The past is often mined by the fashion and your iPhone or iPod Touch and creates a 3D visual entertainment industries for creative inspiration, environment. Another example is Instagram. taking something familiar or classic and updating Leveraging the instant camera craze from the it for the current marketplace. For example, the ’70s, they have created an app for your iPhone skinny jean, while currently popular, is not new. that uses filters to convert the style of any picture There have been numerous updates on the tight or into a stunning photo that is fun and easy to skinny jean since the ’50s. Or consider the recent share with family and friends. slate of TV and movie remakes recently released or in-the-works: Hawaii Five-0, 90210, Charlie’s Another route to the past is not so much an Angels, Karate Kid, Arthur, and Footloose. update but a direct throwback to yesteryear. Brands like Tide and Tootsie Roll are using Nostalgia is becoming a goldmine for the packaging or advertising from their archives to consumer packaged goods world, as well. play up the retro vibe. Tide is showcasing vintage Similar to the fashion and entertainment fields, packaging and print ads in Target stores. Tootsie companies are reviving “old” products with Roll has been smartly targeting tweens and their modern twists. For example, Hasbro has brought parents on the Disney channel with the classic back the popular View-Master toy as a cutting Owl Tootsie Pop commercial from the ’70s.Hasbro’s My3D is reminiscent of the View-Masterof the late 1930s and just one of the modern day interpretation of classic products. 6 SIGHTINGS 2011
  • 7. MARKETING After seeing successes with the reintroduction of its retro Pepsi and Mountain Dew designs and recipes, Pepsi announced the products would become a permanent addition to its product line. Signs are pointing to the fact that this is not a up potent memories and emotions. It harkens passing fad, that nostalgia branding may be back to a simpler time with fond childhood here to stay. Back in 2009, Pepsi and Mountain recollections that evoke strong emotions of Dew introduced “throwbacks” as limited time comfort. only products. They featured packaging from the ’80s and the original sugar formulation replacing Whether it’s reaching back to the past to the current high fructose corn syrup. Their refashion old products for current sensibilities or ongoing success has led the company to recently “retro”-fitting current products to evoke the past, announce that both items will become permanent brands are finding that “old” can be relevant products. Following suit, Doritos, which offered a and compelling. Nostalgia has become a great retro package early this year that quickly soldout, shorthand to create an instant trusting and has decided to make it a permanent item with emotional connection with consumers, making the ’80s packaging and a reformulation. old new again. In addition, the trend is extending beyond food and home care products. In February, Nike introduced an Air Jordan 13 Retro Playoff sneaker based on the original from 1998. Similarly, Forty Seven Brand, licensor of Major League Baseball, is launching nostalgia apparel for all 30 baseball clubs. So why is nostalgia resonating with consumers? The answer is twofold. First, the past speaks directly to a product’s or brand’s heritage, and heritage is one way for a brand to demonstrate authenticity or “realness.” These products or brands are tried and true, have withstood the test of time, and have earned consumer trust. Second, for Generation X and Boomers, nostalgia brings7 SIGHTINGS 2011
  • 8. MARKETINGMAKE IT MATTER Connecting With Millennials economic climate in recent times. Unemployment rates for those in their early 20’s have risen to Their generation is optimistic, aspiring and nearly 20%. To Millennials, success now comes in skeptical. They’re moving at an unimaginable the form of reaching personal goals and building pace—absorbing knowledge, making an infinite real emotional connections—they seek meaning. amount of connections and sharing information And according to Glenn Heimstra of Futurist.com, rapidly through their networks. They have it’s unlikely that this value shift will reverse even grown up in a world where, with the help of the once the economy rebounds. With this in mind, Internet, Christmas shopping could be done it’s not enough that businesses offer material in the comforts of their own beds and sending offerings—there must be a real emotional mail takes a matter of seconds. The Millennial element for Millennials to embrace, as well. generation, those born between 1977 and 1994, You should care about this cohort because are characteristically candid and confident— Millennials are a connected force. They have unafraid to call a spade a spade. As such, they networks of hundreds and the tools to spread seek in their brands what they see in themselves: information like wildfire. They have influencing real, transparent and genuine voices. They are a power and are unafraid to express their honest force to be reckoned with, changing the modern opinions. Just look at the social media sites marketplace and searching for meaning in a fast popular amongst Millennials like Twitter, for paced environment. To appeal to this mass, you which the average user has 126 followers. Or need to be sure that there is meaning behind even Yelp, whose users are free to rant or rave what you do—whether it comes through your product, your business model or your culture—so that Millennials can truly rally behind and build FAST FACTS: MILLENNIALS an intangible connection with your brand. • Children of the Baby Boomer Why do they seek this meaning? Because the generation, born between 1977 and meaning of the “American Dream” itself has 1994 (ages 17-34 in 2011) seen drastic change with this generation. Where prosperity and success were previously linked • Millennials make up 23% of the to material wealth, they are now growing more United States population and more concerned with personal fulfillment. • New York, Los Angeles, Chicago, Surely the domestic and global events that have Dallas and Houston have the largest occurred in the backdrop of this group’s rise and population of Millennials development have effected this change. From the Dot-com bubble to the housing boom and bust, • A diverse generation: Only three in five from the War on Terrorism to the Global Financial Millennials are non-Hispanic whites Crisis, Millennials have faced the toughest 8 SIGHTINGS 2011
  • 9. MARKETING Joe Gebbia, Brian Chesky and Nathan Blecharczyk took the initiative tocreate AirBnB after finding there was a need for more accommodations in San Francisco when conferences andconventions came to town. about local businesses. Businesses who can were fully booked. Realizing this was a common successfully build solid, meaningful relationships problem facing many travelers, they created this with Millennials have the opportunity to turn their community marketplace for travelers to find short- young followers into their brand ambassadors term hosts. It’s a prime example showing that given these connected communication mediums. if businesses fail to understand and act on the In fact, a study released by public relations needs and problems of consumers, they should be firm, Edelman, found that globally at least 80% sure that Millennials—despite their youth—have of Millennials have “taken action on behalf the capability to take the bull by the horns and of a brand they trust—including sharing come to the rescue. brand experiences with others, joining online communities, and posting reviews online.” Some companies are answering the call of Millennials and providing them the connections And if you don’t connect with them, they’ll just they’re looking for. Whole Foods is one where find a way to do it themselves. If there is a need the focus on product has led to a brand that to be met, Millennials—a skilled and confident Millennials can trust, supplying fair trade items group of go-getters—are perfectly adept and and sourcing from local producers. They have willing to find a way to meet it themselves. Their even become more transparent with their “Whole generation has bred some of the most successful Foods Market Responsibly Farmed” seal and the ventures of recent times, and it doesn’t stop with wild-caught seafood sustainability rating system, Mark Zuckerberg of Facebook. Joe Gebbia and showing the best options and which to avoid in Brian Chesky, founders of AirBnB, first offered their stores. up their San Francisco loft when they found that visitors to a nearby conference had trouble finding Toms is a great example of a business model that a place to stay, as all the hotels in the area resonates with Millennials. Millennials have been 9 SIGHTINGS 2011
  • 10. MARKETING shown to be more socially aware than previous generations, and businesses can benefit from partnering with them on social causes. With the goal of placing a pair of shoes in need for every shoe purchased by its customers, Toms and its One for One business model has been able to connect with Millennials in this way, appealing to those hoping to take their dollar further and be part of a social movement. (Read about Toms’ recent expansion into eyewear, officially transforming from a shoe company to a One for One company in “How Far Can the Brand Stretch?”.) Some businesses are also creating cultures in their companies that will attract Millennials. Take a look at how Method has brought some fun to the Toms encourages its consumers to take photos of how they wear lackluster soap and laundry detergent categories their Toms and post them on their website. After seeing teens sport and you’ll see that much of that has to do with their shoes at proms and brides and grooms wear them on their special day, Toms came out with a formal line including shoes their culture where being “weird” is embraced made with grosgrain materials and even glitter. and individual personalities can be expressed. Even Andrew Mason, founder of group buying website Groupon, is bringing “meaning” into his culture and business dealings, choosing his business partners based on if they are “genuine and real.” So while the immense purchasing power of the Baby Boomer generation is well deserving of attention, the growing force of the Millennial generation should not be ignored. They’ve grown up in a very different environment and are placing more value on the intangibles than their predecessors. They’ve proven themselves to have substantial influence in our society and if you don’t connect with them soon, there’s no guarantee they’ll wait around for you to do so. They’ll just go and create a brand of their own.10 SIGHTINGS 2011
  • 11. MARKETINGTHE ZEAL FOR ‘REAL’ In authenticity we trust The marketplace today requires a “realness” or authenticity to be in every brand. Different forces have shaped this requirement: lack of trust in institutions built-up over time, informed consumers that are marketing-speak wary and weary, economic pressures that necessitate value justification and an empowered consumer base with communication vehicles that can expose falsehoods. The dictionary definition of authentic is genuine, real, true, original. For brands, there are different ways to demonstrate or communicate this “realness.” When one first thinks of an authentic brand, they often think of a brand with heritage or a story like Ben & Jerry’s ice cream or Virgin. Or realness can come from a specific source such Ben & Jerry’s recent marketing campaign focuses on its roots, as Evian water which is solely collected from reminding consumers of its history and its accomplishments since an aquifer in the northern French Alps. Another its first shop opened in 1978. common association with authenticity is around craftsmanship or technique. For example, Peet’s Consistent brand messaging across all touch Coffee hand-roasts its coffee in small batches. points is crucial. Imagine if you called, emailed Realness can also come from brands that look or texted Geico and the customer service beyond profits and that have strong beliefs representative was serious and rude? That would or missions. Consider Clif Bar, which has a totally throw you off based on the humorous TV quintuple bottom line: planet, community, people, commercials. How would you now trust that they’ll business, and brands. For brands that play in save you money, have you covered, and have your these spaces, authenticity is built in. interests at heart? For those brands that don’t have realness built in, In our highly connected world, brands must be how do they bridge the gap to be true and real? completely honest and transparent in words and Here are some key considerations, some familiar actions. Take for example, Burt’s Bees, a personal and some new, to building trust and authenticity. care company that clearly states on their website 11 SIGHTINGS 2011
  • 12. MARKETING that they are striving to be 100% natural. They even helped to create The Natural Standard for Personal Care Products. Yet, they admit that currently only half their line is 100% natural. This transparency is extended to packaging where they include a graphic bar indicating exactly what percentage of each product is natural. It’s okay not to be perfect, as long as you are honest. Another reality of the current environment is that real communication is two-way. Brands need to embrace what is consumer generated. Case in point, the Domino’s Pizza turnaround. The company took to heart consumer comments and completely revamped its nearly 50-year-old pizza recipe. Along the way, Domino’s continued to engage consumers (and employees) through the transformation. Ads showcased the company ultimately turning around their harshest critics with the new recipe. The “real” approach and better product boosted sales well beyond expectations. At the end of the day, it’s about trust. Trust is the first building block to creating a relationship between a brand and its consumers. Realness or authenticity helps to build that trust and in today’s marketplace is crucial for brand development and growth. Burt’s Bees admits that not all their products are 100% natural and goes as far as to print on each of its products the actual percentage of natural ingredients.12 SIGHTINGS 2011
  • 13. INNOVATIONHOW FAR CAN ABRAND STRETCH? Start with Credibility & that allow a brand to stretch, marketers can start with two key questions: Permission 1. Where does the brand’s credibility lie? In today’s tough marketplace, we are seeing 2. Where does the consumer give you permission more and more brands trying to grow through to stretch? stretching their equities, sometimes pushing the envelope and challenging consumers’ Several examples demonstrate how brands have perceptions of what the brand is all about. These leveraged their credibility to enter new markets days consumers generally accept the concept and where their consumers have effectively of a lifestyle brand that effectively stretches, granted them permission to stretch. and we frequently see big brands like Ralph Lauren, Quicksilver, or Patagonia stretching to Moleskine, the makers of the legendary notebooks, provide their target consumers with the newest has recently launched a reading collection accessory or product to suit his or her lifestyle. that includes reading glasses, a portable and Another example of a well-known brand with rechargeable booklight, and an e-reader and broad stretch is Arm & Hammer. From a humble book stand. According to their website, theseMoleskine stretches its brand start as a baking soda brand, the company products areto include everything forthe “modern-day nomad,” leveraged its potent ingredient to stretch into …designed to complete the kit for theincluding laptop cases, pens, kitty litter, oral hygiene, fabric care, and more. modern-day nomad who loves travelling,and reading lights. But how far is too far? In looking at the factors writing and reading. Moleskine has embraced their consumer and come to know him, understanding his lifestyle and behaviors, thus anticipating a wider range of needs and providing solutions for more situations. The Toms brand has taken its mission-based one-for-one (“one person buys, one person is helped”) business model and has shifted from a shoe company to a much broader platform, most recently expanding to eyewear. The brand anchors 13 SIGHTINGS 2011
  • 14. INNOVATIONSkinny Cow expands e-reader, the Kindle. From the Kindle, Amazonits brand of guilt-free quickly went on to extend the e-reader capabilityindulgence from frozen into online media, offering MP3 downloads andnovelties to candy. streaming videos on demand to compete with the likes of iTunes and Netflix. Finally, Amazon has a successful B2B offering, which leverages its core competencies into other services, such as hosting and cloud computing. This unprecedented brand stretch leverages Amazon’s unmatched capability of providing secure, online transactions. It’s on the goal of trying to improve as many lives as Amazon’s easy-to-use and reliable online possible, which ultimately delivers a powerful platform, which has built incredible trust and emotional benefit for the consumers buying and loyalty among its consumers, that has ultimately a powerful functional benefit the people in need allowed the brand to be much more than just an on the receiving end. This broader social mission online bookseller. platform could in theory be applied to a near endless list of everyday products, but for now the Although we’re talking about a trademarked brand is focusing on the highest impact needs whole grain and sesame blend and not an online that are also operationally feasible. Based on transaction capability like Amazon, Kashi has Toms’ success and the credibility the company leveraged a core product feature to extend well has gained with its consumers, the question for beyond its initial product offerings. While Kashi this brand is not about where they can stretch, has successfully grown into a broader lifestyle but how they’ll be able to keep up operationally to brand that supports a healthy, natural lifestyle, deliver on their mission as they continue to grow. the brand has stayed true to its start throughout its stretching. Their tagline “Seven whole grains The Skinny Cow brand provides another example on a mission” has been very powerful in its of a brand that has anchored on a key benefit— simplicity. Given the health benefits of grains and indulgent, guilt-free treats—and recently the market’s appetite for health and wellness stretched into new categories. The brand started solutions, this simple notion of creating a wide with indulgent, good-for-you frozen novelties and range of good-for-you products with their famous has extended its expertise to now offer multiple grain medley has allowed the brand to effectively products with the same benefit in the candy aisle. stretch throughout the grocery store. With the ever growing obesity rate in the U.S. and American consumers’ insatiable sweet tooth, this From these examples we see that brands typically benefit will likely fuel Skinny Cow’s innovation anchor in one of three areas to stretch their pipeline for some time to come. brands into new categories: consumer target (Moleskine), benefit (Toms, Skinny Cow), or The Amazon.com brand has come a long way features and attributes (Amazon, Kashi). Stronger since its beginnings as an online bookseller. The brands utilize two or more of these aspects to tie first step was to reach beyond just selling books their portfolio together. But before considering to become the largest online retailer of all goods - which anchor to use to stretch your brand, the complete source from A-Z. Miraculously, at the always begin the discussion with credibility and same time the company was also able to expand permission—what are the limits of your brand’s their expertise in books to redefine “bookstore” relationship with its target consumer, and what again, launching the first widely accepted will your consumer allow you to do? 14 SIGHTINGS 2011
  • 15. INNOVATIONRETHINK Some believe great innovations are those that re-invent business models. Think Apple with iPod coupled with iTunes to redefine the music industry. Think FedEx evolving howREINVENTION communication gets delivered around the world. Think Amazon changing the way we acquire and read books. Another current thought surrounding innovation is that great ideas come from holistic thinking and associating different, unrelated things—if I take this from here and marry it with that from there, eureka! Steve Jobs even said, “Creativity is connecting things.” For example,Making it happen through micro-funding Harvard Business Review reported back in 2009 how eBay founder, Pierre Omidyar, created this groundbreaking platform—by being enthralled with the creation of new markets, understanding his fiancée’s desire to buy hard-to-find Pez dispensers, and witnessing how ineffective old classified ads were in helping to solve this problem. Voilà! A great new business idea, and how we buy has been forever changed. We’re seeing this reinvention of business models and this behavior of association taking place with the marrying of “the power of crowds” and the old axiom “take small steps.” The combination is leading to the reinvention of everything from music creation and promotion, funding of the arts, and allocation of college scholarship funds. All of these examples demonstrate how to reinvent the distribution of capital to get out from under the thumb of more powerful or ambiguous institutions, all through accessing crowds to take back the power. Kiva.org paved the way with its unique micro- loan approach, seeking out investors to provide CLOCKWISE FROM TOP: Micro-funding projects on My small investments to make a big impact. The Music Company, Kickstarter trend now takes a slightly different angle—it’s and ScholarMatch. micro-funding, which breaks a larger investment up into smaller chunks and then recruits a large number of people so the dollars add up. President Obama’s 2008 campaign was a leader in this type of financing; 49% of his funds were made 15 SIGHTINGS 2011
  • 16. INNOVATION in the amount of $200 or less. This approach is Eggers of A Heartbreaking Work of Staggering unique in that it also doesn’t represent your usual Genius fame. Inspired by both Kiva and exchange. Those who participate tend to get value Kickstarter, he’s borrowing this funding model from the personal connection they are making to help kids get to college. ScholarMatch helps through the investment itself, and thus don’t connect college-ready kids to those willing to require as much in return. Just having a unique invest in their future. The needs vary from $3,000 product from a Kickstarter project and helping to $10,000 and sometimes more. Seeing so many an artist bring their idea to fruition is thank you talented, eager, worthy, in-need young people enough for some. on the site packs quite an impact and is very motivating. My Major Company (MMC) is another company reinventing the music industry. MMC allows What can marketers learn from this? Think normal folk to invest in a new band, providing the revolution. Think borrow and build. Think new micro-funds to raise sufficient cash to get a band ways to do the same thing, just better. Innovation started. With the funding, bands record their is about seeking inspiration from outside, songs through MMC, which is an actual label, combining ideas from elsewhere, and trying to get distribution, and can potentially even go on create new models and ways to solve consumer tour. The revenue from music sales, concerts, and problems or meet their needs and desires. These merchandise gets divided among the investors, are prime examples that the world today never MMC, and the artist themselves. And we aren’t stands still. There are way too many empowering talking chump change. One investor in France tools to have the status quo stay the status quo turned $6,850 investment into $150,000. The for long. benefit here is not just for the bands, it’s also for the music industry as a whole since music companies can’t afford to fund as many acts as they once used to. Kickstarter.com provides the venue for creatives to land benefactors to help them bring their vision to life. People can “pledge” money to “creative projects” and if the project gets fully funded, the project owner is off and running. If they can pitch their projects successfully, they get cash to bring their idea into the world, as well as moral support from all those ponying up the cash who want them to succeed. What do the funders get in return? Rewards as determined by the creators, which can be anything from the product being created to benefits to experiences. And if the project isn’t 100% funded, you aren’t out any cash. They’ve created a system that is rightly low- risk, taking away any barriers to participation. Finally, ScholarMatch is a program based in San Francisco, California that was started by Dave16 SIGHTINGS 2011
  • 17. INNOVATIONCONTAINED QUARTERSSmitten, an ice creamshop housed in a shipping For Dine, Play or Stay instant ice cream machine named “Kelvin” in place of the traditional ice cream freezer.container, is the firstbusiness to open on the two- Innovative thinking happens when you removeblock “Proxy” project in the Smitten will be in good company soon. The constraints. Over the past few years we’veHayes Valley neighborhood of complete Proxy project is projected to be observed the rise of pop-up shops, which removedSan Francisco. a “vibrant focal point for commerce and the constraints of long-term leases and large community” and is planned to include a inventories. An interesting take on this theme beer garden by nearby German restaurant of late has been the use of shipping containers, Suppenküche, an outpost of the ever popular repurposed to be temporary accommodations and Pizzeria Delfina, Ritual Coffee Roasters, 4505 retail or food vendor spaces. This trend shows Meats, and an art gallery. what can happen when you mix sustainable thinking and remove the constraints of traditional San Francisco is not alone. The repurposed bricks and mortar foundations. The results speak shipping containers are popping up globally. In for themselves—truly beautiful, unexpected innovations. One of the best examples of urban planning with containers is the project in San Francisco’s Hayes Valley called “Proxy” developed by architecture firm Envelope A+D, based in Oakland, CA. We had the pleasure of attending the launch of the first business to open in this two block complex, an ice cream shop called Smitten. Smitten is a truly innovative business: steel In Texas’ Cinco Camp, containers serve as a boutique hotel with instead of bricks and mortar, iPads in place minimal impact on the surrounding environment. of cash registers, and a liquid nitrogen based 17 SIGHTINGS 2011
  • 18. INNOVATIONSwedish architecture firmJagnefalt Milton envisioneda city rolling on preexistingrailroad tracks where mobilebuildings would house localbusinesses. Londrina, Brazil, we found another example, this Finally, a container concept by Swedish time a car dealer. The franchisee of an Asian architecture firm Jagnefalt Milton recently car assembler used ten containers to create won third prize in the Norwegian master plan part of the building’s façade, which will contain competition for the city of Åndalsnes. The sales and service operations. Not only do the proposal envisioned a city rolling on wheels, highly functional looking containers give a nod utilizing preexisting railroad tracks and creating to the imported nature of the product and create mobile buildings to house local business and considerable word of mouth marketing for the services including a hotel, a public bath house, company, they are also sustainable in that they and a concert hall. The stunning photography also can be taken down and recycled or reassembled in went a long way to bring the concept to life. a new location. The temporary nature of these structures and Deep in the heart of Texas, we found Cinco Camp, the ultimate mobility of these venues challenge a boutique hotel constructed out of five 8’x10’ our perceptions of space, our relationship with shipping containers and designed to blend into the environment, and the usual constraints of the environment to have the least impact on construction and the immobility of structures. the land. Is there an advantage to having a traditional foundation, solidly staked into the ground, or are These temporary spaces are truly growing in portable structures the wave of the future? acceptance and execution. According to Urban Space Management Ltd in the UK, their Container City product “…offer(s) an alternative solution to traditional space provision. [The containers] are ideal for office and workspace, live-work and key- worker housing.” Their website features a wide array of work/space creations (www.containercity.com). 18 SIGHTINGS 2011
  • 19. DESIGNDESIGNBEYONDTHE SHELF A look at design beyond packaging and how it’s being used to blur the lines between form and function. 19 SIGHTINGS 2011
  • 20. DESIGNBEAUTIFUL & Bringing numbers to life Browsing your favorite blog recently, you may have run into some visually stunning graphicsPURPOSEFUL visualizing the data referenced in the writing. Information graphics, or infographics, which use visuals to present data and knowledge instead of relying solely on numbers and words, are nothing new of course. Open up a newspaper from years ago or today and you’ll find them in the form of bar graphs and pie charts. Maybe you took the subway recently and used a color-coded map to get you on the right route to your destination. Despite not being new, infographics are popping up more and more today and are being used to show everything from the spread of diabetes in the United States to explaining the complex dream layers of the film Inception. But why now? Our society has made leaps and bounds in making information more accessible to the average person. Thanks to the Internet we’re now able to generate infinite amounts of information in just seconds (or tenths of seconds as Google likes to measure for us), making information overload a problem in our society. Bing’s recent marketing campaign even tried to position the search engine as the “Cure for Search Overload Syndrome.” Infographics help solve this problem by making it easier to show a multitude of complex facts and figures in a single, easy to read graphic that leverages visuals instead of words to communicate information. It’s also undeniable that we’ve become a quicker society. And because—as David McCandless, author of the book Information is Beautiful points out—sight is our quickest sense, we’ve embraced infographics. By presenting data visually, they’re helping us absorb more data faster than ever before. Another reason we may be seeing the proliferation An infographic created by GOOD and Hyperakt, in partnership with University of Phoenix, uses color and impactful juxtapositions to show of infographics is the rise in availability of the gap between the educational requirements of the current job data visualization tools. The website Wordle market and the reality of educational attainment in the United States. makes it easy to create word clouds showing 20 SIGHTINGS 2011
  • 21. DESIGN the frequency of words that appear in a body of text. Google’s Public Data Explorer provides various demographic and economic datasets that users can choose to create their own compelling infographics. So, you can even try it yourself. If you do decide to enter the world of infographics, remember that while they may be beautiful to look at, infographics still serve a very functional purpose. Keep these five tips in mind to make sure your infographic is effective. WHEN CREATING INFOGRAPHICS... 1. MAKE IT VISUALLY APPEALING This one is self-explanatory. As McCandless puts it, “We’re all visualizers. We’re all demanding a visual aspect to our information.” 2. MAKE IT IMPACTFUL AT FIRST GLANCE Effective infographics will use visual elements to emphasize size differences, trends and movements that give viewers quick takeaways. 3. SHOW PATTERNS AND CONNECTIONS One of the great strengths of infographics is its ability to aggregate information and reveal patterns and connections that could otherwise be overlooked when presented in plain numbers and words. 4. SHOW RELATIVITY VS. ABSOLUTENESS The current unemployment rate is noteworthy, but compare it to the rate a decade ago and it becomes meaningful. 5. HELP VIEWERS DRAW INTENDED CONCLUSIONS Having many stunning bar graphics and pie charts is great, but if they don’t get the viewer to where you need them, they haven’t VisualEconomics’ infographic shows the dramatic rise of the served their purpose. unemployment rate in the United States over the 2000-2009 period.21 SIGHTINGS 2011
  • 22. DESIGNLIQUID If color patterns follow trends then why not shapes and forms? Could it be that power brand Apple is driving the easing of rectangle edges on many of today’s electronic gadgets? Historically, form was said to follow function, but with today’s super materials andPRECISION manufacturing capabilities, forms are able to almost defy function and simply demonstrate or exploit what is capable with a medium. Enter the liquid form. Metals, resins, and polymers have the ability to transform from liquid to solid. Recently, some clever artists and designers have beenWhen Forms Defy Function manipulating this unique feature to make functional items that appear as liquid but work as solids in their tasks. Liquid tables for contemporary environments, A retail display fixtures for LVMH and even sunglasses that visually defy logic but perform just the same as geometric counterparts. Who knows what will materialize next. (A) A store window display from Louis Vuitton places a purse on a pedestal that appears to be melting. (B) A concept table designed by John Nouanesing called “Paint or Die But Love Me.” (C) Anna Ter Haar designed a pair of sunglasses for a Klavers van Engelen fashion show that used the melting effect. B C 22 SIGHTINGS 2011
  • 23. SEE & BE SEEN UPDATES ON OURSIGHTINGS OF INTERESTING TIDBITS TRENDS FOR 2011 LOCAL: A PLACE UNLIKE ANY OTHER Amy Cortese, author of Locavesting: The revolution in local investing and how to profit from it, hopes to spread the idea of investing in local businesses, bringing the world of capitalism—so often associated with Wall Street—closer to Main Street. NO FREE TV YouTube will be joining the ranks of Netflix and Apple with the unveiling of its movie rental service. Over 3,000 movies will be available for streaming on its website. SMALL IS BIG AGAIN Staples and Kohl’s will be rolling out smaller stores as they expand. Kohl’s will be reducing store sizes to be better suited for densely populated areas while also reacting to increasing online WHEN PRICE IS NO OBJECT shopping and the need for more efficient operations. Staples hopes to build on its “one size does not fit all” model, building With all the focus on cheap-chic and value stores with varying square footage. Meanwhile, Best Buy will be over the last decade, it’s good to see that subleasing space at its stores to downsize and capture cost savings. luxury has not gone out of style. Consider Renova’s multi-color, extra soft, designer toilet paper made of 100% virgin pulp. This LIFE, LIBERTY, AND THE PURSUIT OF HAPPINESS soft, colorful toilet paper may just convince Old Navy encourages consumers to “Put on your happy life” in its you to pick up a roll for $3. While you’re in the recent campaign while Unilever’s HB Ice Cream brand in Ireland wants spending mood, you can also consider picking to spread moments of happiness with its delicious frozen novelties. up a bottle of Lambda’s ultra premium olive oil—a 100mL bottle runs for a mere $185. WE, THE ORDINARY PEOPLE Amanda Hocking began as a self-publisher, uploading her pananormal- romance books just last spring on Amazon. Hocking became an instant hit—her books reached the Amazon Kindle e-book best-seller list and soon after she was able to score $2 million for her next four books. QR CODES IN PLACES WE NEVER THOUGHT HOWARD SCHULTZ & ONWARD After sighting them in our local window displays last quarter, QR codes once again came on our radar in ways we never thought they would. John Fluevog Howard Schultz made an appearance at the Commonwealth Club in San printed QR codes directly onto its recent collection of clog shoes, directing those Francisco earlier this Spring to share some insight on where Starbucks who scanned them to a video of how the shoes were made. Diesel has been is heading in the future and to promote his recent book, Onward: How integrating QR codes into their social media campaign by allowing visitors to Starbucks Fought for Its Life Without Losing Its Soul. Schultz noted China, their shelves to “like” them on Facebook instantly. For the artist in all of us, mobile payments, and Health & Wellness as huge areas of opportunity Barcode Gallery will create custom QR codes and frame them into artful pieces. and when asked about the primary driver behind his decision making, QR codes appear to be easily applied, but the jury is still out on user adoption. Schultz credited simply—“love.” 23 SIGHTINGS 2011
  • 24. Anthem Worldwide, the brand development division of Schawk, Inc., is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services. For more information on Anthem, please visit http://www.anthemww.com. © 2011 Schawk, Inc. All Rights Reserved. No part of this work may be reproduced in any form without written permission from Contact: the copyright holder. Schawk is a registered trademark of Schawk, Kathy Oneto, Vice President, Brand Strategy Inc. The Anthem logo is a trademark of Schawk, Inc. All other kathy.oneto@anthemww.com trademarks are the property of their respective owners.24 SIGHTINGS 2011
  • 25. WORKS CITED: http://www.jwtintelligence.com/2011/05/brands-attempt-lure-gen-nostalgia/.BRANDED CITIES Bruce Horovitz, “Pepsi, Frito-Lay capitalize on fond thoughts of the good ol’ days,” USA TODAY,Andrew E. Kramer, “Russia Plans a Science City Modeled on Silicon Valley,” The New York Times, March 11, 2011, http://www.usatoday.com/money/advertising/2011-03-11-1Athrowback11_ST_N.April 10, 2010, http://www.nytimes.com/2010/04/11/business/global/11russia.html. htm.Ayman Sarhan, “MoscOw, Rebranded,” Marketing 3.0 (blog), May, 2011, http://advertiser-in- Hasbro, My3D, http://www.hasbro.com/hasbromy3d/en_US/.arabia.blogspot.com/2011/05/moscow-rebranded.html. James Scott, “my3D iPhone/iPod/ 3D Viewer,” GeekAlerts (blog), May 26, 2011, http://www.Branwell Johnson, “Mayor of London seeks agencies for city branding,” MarketingWeek, geekalerts.com/my3d-iphoneipod-3d-viewer/.August 4, 2009, http://www.marketingweek.co.uk/mayor-of-london-seeks-agencies-for-city- Tim Nudd, “P&G Selling Tide, Bounce, Downy in Funky Retro Packaging,” AdWeek, May 17, 2011,branding/3003066.article. http://www.adweek.com/adfreak/pg-selling-tide-bounce-downy-funky-retro-packaging-131705.Discover Lavasa, “Discover Lavasa, About Us,” http://www.lavasablog.com/blog/about/.Greg Lindsay, “Now Coming out of Chinese Factories: Cities in a Box,” AdAgeGlobal, June 13, 2011, MAKE IT MATTERhttp://adage.com/article/global-news/coming-chinese-factories-cities-a-box/228086/. “Most Innovative Companies: Groupon,” Fast Company, 2011, http://www.fastcompany.com/most-Jeremy Kahn, “India Invents a City,” The Atlantic, July/August 2011, http://www.theatlantic.com/ innovative-companies/2011/profile/groupon.php.magazine/archive/2011/07/india-invents-a-city/8549/. 50 Most Innovative CompaniesLandor, “Our Work: Lavasa: Live life in full,” http://www.landor.com/index.cfm?do=ourwork. Airbnb, “About Airbnb,” http://www.airbnb.com.casehistory&cn=5917&bhcp=1. Edelman, “New Study Shows That for Millennials, Taking Action on Behalf of Brands is aLavasa Corporation Limited, “Lavasa is India’s planned hill city,” http://www.lavasa.com. Core Value,” 8095 Global Study, October 14, 2010, http://www.edelman.com/news/ShowOne.The Skolkovo Foundation, “History of the Project,” last modified April 27, 2011, http://www.i-gorod. asp?ID=261.com/en/about/history/. Judith Warner, “The Why-Worry Generation,” NYTimes.com, May 28, 2010, http://www.nytimes.Songdo IBD CityTalk (blog), http://www.songdoibdcitytalk.com/blog/. com/2010/05/30/magazine/30fob-wwln-t.html. Matt Carmichael, “Where the Millennials Are,” AdAge Stat, http://adage.com/article/adagestat/HOW FAR CAN A BRAND STRETCH? advertising-age-finds-cities-millennials/149347/.“4 luxury brand extensions,” Influxinsights (blog), January 16, 2007, http://influxinsights. Meghan Casserly, “The New Pay Gap: Boomers, Gen-X and Millennials,” Forbes (blog), Januarycom/2007/style/4-luxury-brand-extensions/. 5, 2011, http://blogs.forbes.com/meghancasserly/2011/01/05/the-new-pay-gap-boomers- millennials-salary-recession-raise/.Derrick Daye, “Exploring Brand Extension,” Branding Strategy Insider (blog), April 14, 2007, http://www.brandingstrategyinsider.com/2007/04/exploring_brand.html.Fred Gerantabee, “Building a Brand with User Experience: How Technology-fueled Experiences Have THE ZEAL FOR ‘REAL’Defined the Next Generation of Household Names,” Interbrand (blog), June 4, 2010, http://blog. Carrie Griffith, “Top 10 IMC campaigns of 2010 (Part 1),” Vitamin IMC (blog), December 20, 2010,interbrand.com/blog/post/2010/06/04/Building-a-Brand-with-User-Experience-How-Technology- http://www.vitaminimc.com/2010/12/top-10-imc-campaigns-of-2010-part-1/.fueled-Experiences-Have-Defined-the-Next-Generation-of-Household-Names.aspx. Sam Oches, “Domino’s Pizza Reinvention Gains Huge Sales,” QSR Magazine, August 2010, http://Jack Neff, “Study: When It Comes to Value Perception, Amazon Tops Brands in U.S. and Globally,” www.qsrmagazine.com/menu-innovations/many-acts-domino-s-pizza.AdvertisingAge, March 14, 2011, http://adage.com/article/news/millward-brown-study-amazon-tops-global-brand-rankings/149393/. BEAUTIFUL & PURPOSEFULMoleskine, “Moleskine Reading Collection,” last modified May 24, 2011, http://www.moleskine.com/about_us/news/reading_collection.php. David McCandless, “The beauty of data visualization,” TED Global 2010, July 2010, http://www.ted. com/talks/lang/eng/david_mccandless_the_beauty_of_data_visualization.html.Patagonia, “Patagonia Company Information: Our Reason for Being,” http://www.patagonia.com/us/patagonia.go?assetid=2047&ln=140. Liz Dwyer, “Infographic: Educating the Workforce of the Future,” GOOD Education, May 9, 2011, http://www.good.is/post/infographic-educating-the-workforce-of-the-future/.Shirley Brady, “Special K Publishes Book With ‘Third Meal’ Suggestions,” BrandChannel (blog),April 20, 2011, http://www.brandchannel.com/home/post/2011/04/20/Special-K-Book.aspx. Visual Economics, “A Decade of Unemployment,” http://www.visualeconomics.com/a-decade-of- unemployment/.TOMS, “TOMS One for One Movement for Eyewear,” http://www.toms.com/eyewear/our-movement. LIQUID PRECISIONRETHINK REINVENTION “Sunglasses,” Anna Ter Haar’s Portfolio, http://www.annaterhaar.nl/2008/09/klavers-van-engelen-The Campaign Finance Institute, 2008. fall-winter-2008-2009/.Douglas McGray, “Education is in Crisis. Let’s clone Dave Eggers,” San Francisco Magazine, May “Paint Drip Table by John Nouanesing,” Bless This Stuff (blog), http://www.blessthisstuff.com/2011. stuff/living/tables/paint-drip-table-by-john-nouanesing/.Dyer, Jeffery H., Hal B. Gregersen, and Clayton M. Christensen, “The Innovator’s DNA,” HarvardBusiness Review, December 2009. SEE & BE SEENKickstarter, http://www.kickstarter.com. “Kohl’s focusing on smaller stores, looking at all options for new headquarters,” Chain Store Age,Fareed Zakaria, “Restoring the American Dream: How to Innovate,” CNN GPS, June 5, 2011. May 12, 2011, http://www.chainstoreage.com/article/kohl%E2%80%99s-focusing-smaller-stores-Thomas K. Grose, “I’m with the Band,” Time Magazine, February 28, 2011. looking-all-options-new-headquarters. “Locavesting”: Capitalism for Main Street,” Reuters Wealth, June 7, 2011, http://blogs.reuters.CONTAINED QUARTERS com/reuters-wealth/2011/06/07/locavesting-capitalism-for-main-street/.“Unique Vacation Rental Deep in the Heart of Texas,” Boutique Homes Dispatches (blog), http:// Bandtwagon, “Diesel QR Codes by the @FullsixGroup #solomo,” http://bandtwagon.com/diesel-qr-www.boutique-homes.com/dispatches/unique-vacation-rental-deep-in-the-heart-of-texas/. codes-by-the-fullsixgroup-solomo.Architizer, “AUTOBOX,” http://www.architizer.com/en_us/projects/pictures/autobox/13276/100773/. Barcode Gallery, http://www.barcodegallery.com/.Daisy Chow, “Proxy,” Tablehopper (blog), http://www.tablehopper.com/hardhat/proxy/. Hemant Patel, “YouTube Unveils 3,000 Full-Fledge Movie Offerings, Challenging Netflix,” May 11, 2011, http://news.ebrandz.com/miscellaneous/2011/4036-youtube-unveils-3000-full-fledge-DesignAddict, “Rolling buildings on rails,” DesignAddict (blog), http://www.designaddict.com/ movie-offerings-challenging-netflix-.html.design_addict/blog/index.cfm/2010/12/30/Rolling-buildings-on-rails. Lambda, Ultra Premium Extra Virgin Olive Oil, http://www.speironcompany.com/Flash/lambda.swf.EnvelopA+D, “Proxy,” http://www.envelopead.com/proj_octaviakl.html. Marketing Daily, “Staples Plans On Smaller Stores; Adds Cell Phones,” Marketing Daily, June 24,Urban Space Management, “Container City,” http://www.containercity.com/home.html. 2011, http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=153062 Renova, http://www.renovaonline.net/you_iuk.html.BACK TO THE PAST Strawberry Saroyan, “Storyseller,” NYTimes.com, June 17, 2011, http://www.nytimes.Aaron Baar, “Brands attempt to lure Gen X with nostalgia,” JWT Intelligence (blog), May 16, 2011, com/2011/06/19/magazine/amanda-hocking-storyseller.html. 25 SIGHTINGS 2011

×