Well, PETCO certainly doesn’t win any points for the creativity of their product name, but when it comes to the art of needlessly clarifying proper use of the product I think I’ve just witnessed perfection.
This, folks, is why I don’t hire lawyers to write copy.
One of DARPA’s [Ed: a client] strategic thinkers started up her own firm called Foxfire. We’ll post detailed information and back-story about the project another time – but we figured that given our recent silence we owed you a quick peek at the recently approved ID Kit! Til then… Enjoy!
(And if you’re a senior business executive or retired general or admiral looking for one of the best advisors and speech writers in the world? Get in touch with Courtney at Foxfire Strategies ASAP.)
Hello Stewards,
You may not realize it yet, but you need help.
I’ve been told by many in politics that there are no well-known (or even proven-effective) brand strategists focused on helping Progressive causes. (There are an astounding number of political strategists but that’s a different animal.) This may be due to the common belief that Democrats won’t pay for core brands to be developed. Dems spend a fortune on polling, message crafting, and message testing, but when it comes time to actually develop the unchanging core of progressivism or the Democratic party there’s no one willing to buy more than a quick logo invariably containing some combination of red, white and blue. And perhaps this would be fine if this were universally true across the political spectrum…
But it isn’t. Conservative leadership has long understood that without a deep and powerful identity they’re lost. The world’s greatest branding minds are regularly paid immense sums to work for Conservative initiatives. These strategists have worked hard to develop, execute and maintain a consistent Conservative brand that appeals to a broad spectrum of Americans from every economic class.
Think it’s a coincidence that every conservative issue comes down to just two things? Every thing is about either Liberty (or it’s cousin “freedom”) or faith (in our founding fathers, our business leaders, our capitalism, or our God). I have yet to find a conservative cause that couldn’t be summed up by some combination of the two ideas. And they’re a brilliant combination. The freedom and liberty to do whatever is in your best interests, backed by faith in whatever it is that you believe? That means that so long as you maintain belief in whatever floats your boat the details on any particular issue are irrelevant. It’s true because of our belief system, not because of the intricate details of an issue.
It’s one of the most impressive feats of branding I’ve ever seen.
But it’s beatable. Just not by progressives as they’re branding themselves now. Progressives (and their current host, the Democrats) we put all their eggs in the fairness basket. This is fine when our country is stable and the masses believe we are well served, but when the system is rigged to consistently sacrifice the ability of one group of our citizens to survive in order to benefit another it seems to me that “fairness” is a bad fit.
Think about the rulings and legislation passed recently. Conservatives have successfully argued that corporations are people. Money is speech. Unlimited anonymous donations can be made from individuals and organizations to any candidate through Super PACs, arguably protecting and legalizing the buying of favorable treatment from our government.
The only reason Lincoln’s “government of the people, by the people, and for the people” has not “perished from this earth” is that corporations are now people. Astonishingly powerful people.
This isn’t an issue of fairness anymore in much the same way that it wasn’t about fairness when we abolished slavery, gave women the right to vote, or allowed workers to protect themselves from doing crazy things like, say, becoming an ingredient in the sausage they made.
I’ve recited the Pledge of Allegiance countless times in my life and I’m pretty sure that there’s no mention of fairness there. It’s not in the Constitution either. Nor the Bill of Rights. We have no right to fairness other than perhaps the right to attempt to achieve it in our pursuit of happiness. The pursuit of fairness seems better suited to squabbles involving siblings and nannies in modern vernacular.
So what might be a better fit? When we look at the pledge most of us recited daily as school children there’s a phrase that may be key. The Progressive Promise of “Fairness for All” isn’t there, but “and justice for all” is. Justice is a focal point of the first sentence of our Constitution, and makes a repeat appearance in Article 4 section 2, ensuring that not only will there be justice, but that within the borders of our nation one cannot escape it.
The recent Occupy movement isn’t just demanding fairness. They’re demanding justice. And it’s when that level of emotion and passion is stirred that progressives become effective agents of change. It’s a shift from “we need to adjust things” to “this is criminally unjust” that seems to help America make progressive leaps forward.
Progressivism’s biggest weakness is that it must necessarily ebb and flow as the perception of our government’s ability or willingness to provide equal justice under the law shifts. When the government leans toward treating everyone equally progressivism has trouble gaining a foothold. When it is perceived as oppressive to the common man progressivism inexorably rises up to rebalance or rebuild the system. Once fixed the progressive movement fades until the oppression becomes visible again. If the oppression isn’t fixed it gradually becomes the accepted way of life and we move on.
What does this mean? Well, it means that progressives have a very limited window of time in which to rebalance the system now that oppression is perceived. If progressives can’t unite their distinct voices into a single call for change that is connected to the core of their cause they will fail to have an impact in our era. And it’ll be because they couldn’t simply and powerfully define themselves.
As for who the progressives area at their core? I’m pretty sure they’ve never been able to powerfully describe it. The progressive promise shouldn’t be “Fairness for All” or even “Justice for All”. It’s should be about the willingness and responsibility to defend the rights of every American, not just the ones with money or power.
I’ll take a shot at defining the progressive core. How about:
No American Stands Alone.
I’m pretty damn sure that this is the sentiment behind every great step forward that America has taken since the time of Lincoln. It all fits. And it seems to align with almost everything that progressives are aiming to achieve today.
But time is short, the election is coming, and the Democratic brand and message is a horribly confused mess.
It’s fixable. And the election is winnable. And change can happen in this era. If only progressives would invest and believe in who they are instead solely on what they say.
If you’re not one of the stewards of the Democratic brand and think there’s merit in this idea then perhaps you can forward this letter or link to someone who is. Your Democratic Congressman, someone in the DCCC, or the White House would be a good start.
If you are one of the stewards? Don’t be shy. Comment, call, or write. Mostly because I haven’t a clue who you are. Unless you’re President Obama, of course. (And if that’s you, Mr. President, please do reach out because as I understand it you’re not yet taking my calls.)
And in the unlikely case that there isn’t a steward for the brand, I humbly throw my hat into the ring. Or I would if someone could tell me where the ring is.
Yours,
Tate Linden
(A proven brand strategist.)
I know you may not think of Gandhi as irresistible, but bear with me. It’ll become clear shortly.
Irresistible… It may sound impossible, or at least too good to be true. And you’re not alone in thinking that, but the great brands do achieve the impossible. They get people to change behavior in much the same way that Gandhi, Martin Luther King, Jr. and Abraham Lincoln put themselves on the line to create monumental societal change. If you want to create real change there’s no more consistent way to get there.
And here are the basic steps you can follow to get there yourself:
Step One: Become Self Aware
Know your unwavering core motivation then unquestionably prove its truth.
Brand-building without understanding why your organization exists is pointless. Without self-awareness your time, money and energy spent on brand is just as likely to hurt as to help reach your goals. But you need to do more than just know what makes you different and communicate it. An irresistible brand proves that you’re different. To do that you must be able to communicate your difference in a way that lines up with your real-world performance – and sheds light on the fact that your organization ‘gets it’.
In Stokefire’s world of Gandhian brands, becoming self aware is the beginning of your Gandhian pyramid development. We’re looking to bring what you think, say and do (or in brand-speak, “what motivates you, what you communicate, and how you perform”) into harmony. Any brand that has a disconnect between those three elements is a brand that capable competition can destroy – even if the competition doesn’t have a strong brand.
Proving your brand true involves communicating your unique commitment or understanding of your industry or the change you represent in a way that cannot be easily undermined. A few examples of this that we can attest to include our work for an HR firm showing that it understands the core issue in human resources, a campaign for concrete that made people care about what roads are made of, and identity work for the US Department of Defense that enabled them to be perceived differently by our allies and enemies.
The result of those campaigns? The HR firm became one of the fastest growing firms in its industry and region; the concrete industry’s single-market test campaign earned over $57 million in new transportation project, and DARPA reclaimed its rightful place at the head of military technology.
Step Two: Gain Perspective
Understand how your motivation relates to the core motivation of your competitors and of your target audience.
Perspective doesn’t come easy to people passionate about their cause. You do what you do because you’re invested in it and believe in it, so putting that aside and seeing where you’re weak and where your competitors are strong isn’t comfortable and can makes you feel fragile. The key is to understand and address the weaknesses before a brand launches and harden your identity against competitive threats or alternative solutions your audience may consider.
The perspective you need is that of your target audience, competitors and a sense of the environment at large. While you can begin to define your core identity in a vacuum, in order to refine it you’ll have to see how what you think, say, and do relates to what your customers and competitors are saying and doing – and what that might indicate about their motivations.
A brand can become a powerful tool that helps people rediscover their own core motivations and can create a wedge between their past and future actions. Those actions can relate to which products are bought or whether we believe (for instance) that slavery or oppression is just. It can even become a part of how an individual, competitor or era defines itself. In our own era we’ve seen technology brands uncover truths about thinking differently and coffee stores that can enhance one’s perceived station in life.
But these brands and those movements behind the ending of oppression didn’t just have a spiffy logo and slogan. They had enormous requirements in terms of infrastructure to create a lasting identity with consistent performance. They needed execution.
Step Three: Deliver Consistently
Deliver messaging and infrastructure that uses your proven identity as a lever to change the behavior of your target audience and competitors.
Even with an apparently compelling brand identity, if the mechanism to keep all the parts of the brand (messaging, performance, intent) doesn’t run consistently then the brand falls apart. This is why BP’s brand is so reviled – because they chose to brand themselves as “beyond petroleum” when they were still 95% invested in oil, and for the discord evident in the company’s response to their environmental disaster and their supposed commitment to being green. Any perceived disconnect between intent, message, and performance is an opening for your competition.
Infrastructure can be comprised of anything from consistently materials in support of your cause, or the people, processes and relationships that enable you to get your message out through every channel quickly and effectively. For every situation the infrastructure is going to be different, though you may find it helpful to look at the top players in your industry to see what they’re doing to stay at the top. Your infrastructure must work at least as well as theirs – and in some cases your infrastructure might be called upon to tear theirs down.
An excellent example of this in practice is Newt Gingrich’s disbanding of both the congressional Republican Study Committee and its counterpart on the Democratic side as unnecessary after ensuring that non-profit entities had been established to provide the needed research for the Republicans. The Democratic Party’s lack of external infrastructure to develop and communicate the brand and platform has been seen by many inside and outside the Party as a major weakness, and has allowed Republicans to pick off candidates one by one rather than having to take on a unified movement.
And A Warning: It’s Not For Everyone
It’s for the greatest of challenges.
At the start of this post I mentioned three great leaders. While they all to a large extent had their goals realized, none of them lived to enjoy the world that this enabled the rest of us to experience. Creating a truly irresistible brand takes courage. You must take big risks to achieve the biggest rewards.
Apple didn’t become the most prosperous technology firm in history by following the path of others. It did it by staying true to its core, understanding the motivation (rather than opinions) of its audience and consistently delivering products and services that connect the two over time.
Brand irresistibility takes more than courage. It takes a worthy cause – and people who are willing to take risks to move the cause forward. Looking at America today there are dozens of movements that could benefit from taking these steps, but few that are going to do it. The Occupy movement has such potential, but without a core identity (other than “we’re not going to take it anymore!”) and without an understanding of how they are perceived from the outside (as extremists and anarchists rather than those that have had their jobs and homes taken from them) there’s no chance for infrastructure and consistency to develop and move the cause forward.
If you have any ideas about what brands or causes are likely to be taking the three steps to irresistibility in 2012 let me know. I’d love to look into them or discuss them in a post.
How to gain approval for your designs:
For Strategically Focused Clients: Craft your story around how the design reflects or amplifies who they are and how they are unique. Strategic clients want to see themselves through their brand elements.
For Tactically Focused Clients: Build the case for approval by showing that the brand follows industry best-practices or established design trends and solid techniques. Tactical clients want to know that there’s a long history of success before following a path.
The best designers and branders ensure that they’re ready for either conversation. But enthusiastic approval (and the ensuing momentum behind the brand launch) comes from your understanding of how your client thinks, and not from ensuring that every box on the creative brief is checked. It’s entirely possible to get agreement that you’ve satisfied the contract and yet have an unfulfilled client.
Success in branding comes from creating and empowering believers rather than seeking out admirers that never engage. That applies to both our relationship with our clients, and their corresponding relationship with their own audience.
Posted by:
Tate Linden
We don’t spend much time pulling together entries for stuff like ADDYs and OBIEs. As a small shop we just don’t have the manpower, and most award programs don’t seem to factor in the impact of the work on the business or industry. We’ve been humbled on more than one occasion (and not in a good way) by having a campaign that earned tens of millions of dollars for our client pushed aside as the award-giving panel instead honored creative use of props and 3D techniques that resulted in… pretty much nothing as far as we could tell.
Heck, our most significant awards have come from client-submitted entries. At this point we’ve pretty much given up submitting our own stuff.
So it was a bit of a surprise when a heavy box arrived via FedEx from Canada yesterday.
Inside was an ornately wrapped 4×6… chunk of engineered wood. Affixed to the front of the unquestionably cool and creatively presented log is a colorfully inscribed explanation:
PEER RECOGNITION AWARD
for your outstanding contribution
to construction marketing
The inscription went on to list our firm’s name and our work for the Portland Cement Association as the recipient of the award.
This was already pretty cool, but since we couldn’t remember applying for the award we were thankful that a letter was also provided. Here’s the text:
OBJECT: Construction Marketing Peer Recognition Award
Greetings,
We feel the remarkable branding work your agency has done for the Portland Cement Association – think harder. concrete. – has gone well beyond the scope of a simple client assignment.
The brilliant concept, extensive work on the typography and flawless execution show exceptional creativity. The brand’s “making of” video shows that an extraordinary amount of effort and commitment was required to turn what may seem at first like a simple signature into truly exceptional work.
In recognition of your outstanding contribution to the field of Construction Marketing, I am pleased to award you with the very first Peer Recognition Award. May your work inspire other agencies and designers to search for innovation as you have.
The letter was signed by the Principal of Domicile Experts, a marketing and communications firm in Quebec.
It feels genuine, heartfelt, and more meaningful than any award we or our clients have ever received for our work. While we’re not humbled by it, we are unquestionably honored. And we’re pleased that we produced something that not only worked for our clients, but got some talented folks up North motivated enough to compellingly tell us that they appreciate and recognize good work.
Thanks to Phil and team for making this holiday season a bit more special for us. What a great way to wrap up the year!
The next time anyone from Domicile Experts is in the DC area the first pint is on us. Seriously.
Posted by:
Tate Linden
Pretty Design is timely.
Beautiful Design is timeless.
Pretty Design is artifice.
Beautiful Design is truth.
Pretty Design is experienced visually.
Beautiful Design is experienced emotionally.
And now is the time during the blog post where you all know I’m going to rant about how no one should ever stoop so low as to design anything pretty.
But I won’t.
Because I will finally acknowledge that there’s some real value in pretty.
Sure, beautiful design is what my firm struggles to deliver, and what I know helps to build and support long-term brand equity, but it fails in a critical area that many of our clients are concerned with. Truly beautiful design – design that connects and represents the unique motivation of leadership with the performance of the product – encourages long-term relationships with a brand. But what if that’s not the goal?
What if you just want to move product quickly and you don’t care about long-term equity?
Pretty design is exceptionally good at attracting the impulse buy. It’s trendy and eye-catching. It tends to “feel right” to the prospective buyer because it’s often based on best-practices and common themes that are known to get attention. It’s more about attempting to be what the buyer wants or expects and less about being genuine.
Pretty design is by no means easy. It takes serious study and a commitment to learning and applying often complex techniques.
I’ve often said that “Stokefire doesn’t do pretty.” But that’s not really true. As an agency focused initially on the long-term strategy and success of our clients, the core of our branding work must first be established as beautiful. It’s not until we can understand and communicate the beauty of the brand that we can look to the pretty stuff that may help the audience notice the beauty.
We may do pretty, we just don’t do it first. Because it tends to backfire.
To trot out an overly simplistic chauvinistic reference, a beautiful woman is still beautiful without makeup, but pretty comes off with a wash-cloth.
Done right, pretty makeup should be used to accentuate and call attention to the true beauty that already exists underneath and not to set up unrealistic expectations that will destroy the memory of the whole experience when people learn the truth.
Clients love pretty design because it can move the needle on sales, but without putting in the effort to discover and communicate the beauty the pretty design limits the number of purchasing events to one per customer.
Posted by Tate Linden
Are you a good designer or a great designer?
No… Wait. Don’t answer that until you get to the end.
There seems to be a common belief that any designer can become great if they just work hard enough on their technique. Most of our design schools are built on this very premise. And of course there’s Tippy the Turtle who remains infamous (long after most have forgotten what art program he represented) because many bought into it.
I don’t believe it.
I find that in most of the interviews I’ve had with design school grads and even journeyman art directors, their big moment seems to be when they show me their mad skillz when it comes to using Adobe Photoshop or Illustrator. Or maybe it’s their charcoal technique. They’re usually truly excellent at one of these, mind you, so they’re justified in bragging a bit.
But none that went this route got a job offer, because in our world that’s not what commercial design is about.
Of course a designer must ensure that their design is strong technically before it goes into production. That’s a given. But isn’t it more important that the design is strong conceptually before advancing beyond sketch stage? A designer who doesn’t understand how to read a creative brief and develop a concept that not only fits within it, but can expand or enhance the effectiveness of the entire campaign or brand identity? Well.. that’s a designer that doesn’t work here.
And a designer that can’t stand up for what matters (at least once) with a client, creative director, or professor? You’re probably not seen as a designer, you’re seen as a tool. Most likely a paintbrush, but if you have other definitions that fit, maybe try ‘em on for size.
Pay attention to how your peers, bosses, and clients discuss your work… I’m betting that what’s true here at Stokefire may be true elsewhere:
Good designers are praised for their technique, great designers for their impact.
So, which are you? And how do you know?
It’s come to the point that I can’t turn on the TV anymore without feeling the need to talk back to the commercials. “No, drinking your product will not make me able to dunk a basketball!” or “IF YOUR PRICES ARE SO GOOD SHOULD’NT YOU BE SHARING THEM RATHER THAN JUST SCREAMING ABOUT THEIR GENERAL LOWNESS?”
Mad Men’s writers got it right, I think:
Peggy Olsen: [Presenting an idea to Don] We thought that Samsonite is this very rare element, this mythical substance, the hardest on earth, and we see and adventurer leaping through a cave…
Don Draper: Is this a substance much like bullsh*t?
Amen, fictional brother.
One reason the campaigns we develop for our clients have been so effective is that we don’t start by trying to create something that doesn’t exist. Our very first task is to take out the shovel and dig through the piles of marketing that have built up over time so we can uncover the true foundation of the brand.
Every great and lasting brand was built on a foundation of compelling truth.
If you’re not successful yet? Start digging until the BS is gone rather than trying to throw more crap at the problem hoping to cover it up.
If you are successful at selling a lie? I suppose you should enjoy it, because I don’t know when it’ll happen, but at some point you’re going to collapse. Count on it. BP, Madoff, and Enron all thought they could get away with it – as did countless others. And all of them eventually get proven wrong.
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