Some thoughts on the iPhone

This iPhone is amazing! I can't believe how slick it is and how much it can do. It is going to completely change the landscape of mobile communications. It's a phone, a web browser, a PDA and an iPod. This thing is great! I love it! I can't imagine what I did without it...

Wait a minute! I don't have one. I haven't even seen one. But somehow I feel like I know everything about it. Apple did an amazing job building up the momentum towards yesterday's launch. The 20-minute product overview is outstanding. It's the perfect combination of creating a simple product and taking the consumer on a pleasant tutorial on how to use the thing.

I'm an AT&T subscriber, but I never really considered getting an iPhone at this point. I just bought a new phone. It would probably be a little wasteful to grab this while my relatively new phone hardly has a scratch.

Then something interesting happened. My friend called...from his new iPhone. "You have to get one of these," he said. We talked about the darn phone for 30 minutes. There's something very viral about that conversation. Let's see--guy buys iPhone...calls friend...uses 30 cellular minutes to give a beaming testimonial about the iPhone. So I listen to him tell me about all the features. I'm getting excited. This conversation, coupled with my viewing of Apple's video and all the press it's received, has me hooked. I have to have it!

That was earlier today. I've settled down a bit. I'm going to wait, but it will be tough. I've never really been the first in line to jump on a new technology, but I'm smitten.

On another note, I just read that Apple is giving all of its employees a free iPhone later this month. It looks like the Apple brand will only continue to strengthen.

Does your business… pay attention to what’s on the inside?

There are a number of things that influence the brand of a company. From the image that they create, to the quality of their product, all actions play a unique role in their overall perceived brand. However, many companies overlook one of the biggest opportunities they have to control their image, the setup of their business office.

Not only can a specialized design of an office space increase work productivity and bring a positive attitude to employees, but it serves as a chance to send a visual message to everyone who enters. The look of the office sets the mood of what’s “inside” the company, which greatly affects the overall “gut feeling” that people have when they walk through your doors.

Additionally, the design of the office can aid in the important challenge of attracting employees and putting them in the best position to do their best work.

Everything a company does reflects on its brand in some way.

Happy Birthday SOZO | Pivotal!

SOZO | Pivotal celebrates its second anniversary today!

Two years ago today SOZO, Co. and Pivotal Marketing merged to form SOZO | Pivotal.

Trash talk branding doesn't work

As a branding consultant I can't think of any good reason for a business to talk negatively about its competitor in a serious fashion. That marketing and branding approach is akin to how we acted on the playground in second grade. It's ignorant and childish. Really, it is.

It's absurd and ridiculous and I don't know how anyone can have respect for a company that does it.

A few months ago I wrote about Comcast and their slimy marketing efforts. The whole "ditch the dish" campaign only makes them look like the brats that they are.

Tomorrow Apple will be releasing its much anticipated iPhone. There has been much buzz about the device that, up until a few days ago when Apple posted a slick 20 minute overview of the product, no one knew if it was going to be a great phone or not. All that was fact was that it was from Apple. Moreover, it's only available through an AT&T plan. Sorry Sprint and Verizon subsribers.

Instead of going into their respective corners and working out a deal with Motorola or Nokia to unveil an even better phone, it appears Sprint and Verizon are taking the approach of trashing the IPhone. Both cell carriers have created their own internal employees answer sheet to the iPhone craze of "It doesn't do this...," "it doesn't do that..."

I'm sure all the negative points that Sprint and Verizon are making against the iPhone could be fairly accurate, but why not turn that criticism into productivity and make a better product. After all, the iPhone won't be the last innovation in cell phone design. Of course it's been six years since the iPod came out and there's never been another MP3 player to come along to give Apple any serious competition.

The reason people, or companies in this matter, get defensive is because they're not as good or prepared. They don't feel comfortable in their current situation. Furthermore, they have no confidence that they can be better either. That's the biggest death threat to any company.

You simply cannot create a long-standing branding strategy that is founded on negative characteristics. It's impossible. By dispensing negativity about a competitor all your doing is drawing attention to them. That's really what they want. Apple doesn't have to tell you what's great about the iPhone. It only has to show the device. As most Apple products do, they tend to answer their own questions.

In all fairness, negativity isn't always mean-spirited and it can be used in a positive, comedic way. The soft-drink and beer wars are a good example of fun competitive needling. The same goes for the current Apple "I am a Mac. I am a PC" campaign.

There's always a time and a place. A few months down the road perhaps Verizon or Sprint can start taking some good natured, honest jabs at the iPhone. But now? Even before the product has hit shelves? That's desperate. It's also a sign that they're falling behind and scared.

Check out Verizon and Sprint's talking points that have leaked out somehow. Of course, these could be fakes.

Value Center Marketplace: It's a good thing it doesn't live down to its name

Value Center Marketplace is a relatively new grocery store near my house. I went there last weekend because the Farmer Jack down the road is going out of business. I wanted to buy some fresh produce and was concerned that the final closeout sales would mean anything but fresh.

I wondered what I was going to see when I walked into Value Center. Quite honestly, I didn't think I was going to see any fresh vegetables or meat? After all, value and quality, at least to me, don't go together in the supermarket industry.

But I was quite surprised when I walked into the store. The look was fresh and new. The aisles were laid out nicely. The products were positioned under good lighting that brought out the color of the produce and made everything look appealing. I continued to fill my cart and was quite happy with my purchases.

But WHY did they name this place Value Center? What a horrible name! It's awful. It's not inviting, nor is it unique. It's stale like a bag of chips missing its chip clip.

This is a case study in poor branding. The actual experience was great, but they're lucky they even get anyone into that store with that name. Coming up with a unique and catchy name is easy and more importantly, it's free! Captivate me. Pull me in. Make me want to come to your store!

If you're starting a business the worst thing you can do is go with some dry, boring name. I've written about naming here before. What's funny about choosing a name for your company is that it doesn't have to be all that scientific. It just has to be quick and memorable. Value Center Marketplace? Not memorable. Plum Market? Holiday Market? Farmer Jack? These names take up some real estate in your memory.

Car logos

Check out this site, Cartype. I spent a few minutes here. What's great about this is it shows not only some really nice car brand logos, but reveals close-up detail and dimension of the emblems' application on the car. Maybe I'm a freak, but I thought this site was really interesting. After all, everyone notices the car in front of them if a letter has fallen off the name badge.

Response from the creators of 2012 Olympic logo

This article has some excellent points for anyone who has a logo they hate, a logo they love, a great brand, a bad brand and everything in between. Basically, it's a good read for anyone in business who wants to see the point of view of a brand consultant.

The True Value of Branding

In the article “Hidden Wealth in B2B Brands,” published in the Harvard Business Review, James E. Gregory and Donald E. Sexton assert that many Business-to-business companies have not lived up to their economic potential, by not utilizing their financial resources when it comes to brand building.

The authors developed their own tool to determine a company’s “brand equity as a percentage of market capitalization”. In layman’s terms, they can actually determine what percentage of profits branding is responsible for.

From the 47 industries they tracked, ranging from Computer Software to Transportation, they concluded that corporate branding accounts for, on average, seven percent of the overall stock performance. Although seemingly small, this seven percent is only an average. Additionally, even a fraction of a percent of brand equity can translate to hundreds of millions of dollars in value.

Marketers are constantly trying to identify various ways to measure a brand’s value. The better we get at it, the more companies will be forced to focus on their entire branding strategy rather than simply approaching marketing with a “flavor of the month” mentality or “let’s try this” or “let’s try that” type of mindset.

Never a dip in quality for Garden Fresh Gourmet

It was about ten years ago. The simple plastic container and colorful label gave the impression that this was some fresh salsa. I think it was the fact that it appeared to be produced in someone's basement.

In a sense it was. According to their website, it was first made in the back of the founder's restaurant in Ferndale, Mich. The Garden Fresh Salsa that I had a decade ago was outstanding. It was so fresh you could taste the individual ingredients as you combined it with a bag a Tostitos. I have not had a better or more addicting salsa since.

I'm no food critic, so I'll stick to the history of the overall product line and brand. Here's how the success story of Garden Fresh Gourmet goes...from my point of view.

Back when I was first introduced to the product I could only find Garden Fresh Gourmet salsa at Holiday Market in Royal Oak. Soon, it would pop up in Farmer Jack and a few other larger, more mainstream grocery stores in my area. Every trip the store seemed to reveal to me a new flavor. Garden Fresh was continuously growing its product line and making its salsas available in more and more stores. With a broad line of successful salsas, they started selling their own tortilla chips. Today, you can buy Garden Fresh hummus and guacamole as well.

Oftentimes when a product of this nature starts getting more popular there's a breakdown in quality or taste. That was never the case with Garden Fresh. There has been an undeniable consistency in every item I've purchased, and I've purchased quite a bit these past several years.

The other day while driving back from Atlanta, I saw a familiar sight on I-75 in Georgia. It was a semi truck with Garden Fresh artwork all over the trailer making a delivery not Ohio or Illinois, but 10 hours down the road from its home in Ferndale! A great feeling washed over me as I thought about the success of this company. It's awesome and extremely motivating to see a small, local business make it on a national level.

Great marketing and branding isn't everything. An outstanding product always trumps packaging, but Garden Fresh did it all right from the very beginning. Most product lines tinker with their packaging and branding when they start to penetrate a larger market. Garden Fresh never had to do this because they did it right from the start. And, most importantly, they stayed completely true to the product and brand. It's an excellent case study in branding and business.

As i wrap this up, I want to share one more salsa story that just happened hours ago. I served Garden Fresh Gourmet salsa and Mexicalli dip at my Father's Day BBQ this afternoon. As he dipped a chip in the world's best salsa, my dad said, "you always have the best salsa here."

My dad doesn't do much grocery shopping, but if he did he would know that you can now pretty much get the best salsa anywhere.

Microsoft's next big thing surfaces

There's no denying the impact Microsoft has had on the world. Windows, Office and XBox to name a few that have forever changed the way we work and entertain ourselves. But the company has released something that may have an even larger impact.

Surfaces. Watch the Flash introduction and you'll be amazed. Then you'll start thinking about all the possibilities that this technology holds. I'm not sure why the iPhone is generating more buzz than this, but it must come down to branding. Don't people believe Microsoft can be this innovative? Or maybe I've just been residing too long in a Mac world and haven't heard the hype.

I recall watching the movie Minority Report. I couldn't really tell you what the movie was about, but I'll never forget the technology they used. The 3-D "desktop" computers and the finger "mousing" that could move the floating windows and files hanging right in front of your eyes. Your screen had no boundaries.

You just knew that this technology made sense and was somewhere in our near future. I guess Microsoft agreed, but actually they were probably working on it all along.

Get ready, kiosks and living rooms will never be the same.

Steven Ballmer and Microsoft

I heard Steven Ballmer, CEO of Microsoft, speak this morning at the Detroit Economic Club. This guy is pure energy and enthusiasm. I really don't think he gets out there enough as a positive face of Microsoft. I could be wrong, but when I think of Microsoft I don't think of this dynamic speaker and passionate CEO. My gut feeling doesn't tie the energy of the CEO with the characteristics of the company.

Companies need to have a passionate CEO, not just someone who's been groomed or educated to take over the role. Hired gun CEOs don't support a strong brand either. A leader like Ballmer needs to be utilized and positioned better as the face and voice of the largest technology company in the world. Microsoft is in great hands with Ballmer at the helm. Now they must get him out there a bit more.

When logos work and blow you away

During his presentation yesterday, Steff Geissbuhler, from C&G Partners, showed us what he called "eye candy" and I absolutely loved it! You see, eye candy isn't typically a positive term in the design industry. It usually describes design without purpose or defines an example of things that are over-designed.

Geissbuhler's presentation at the HOW Design Conference was remarkable. To kick things off he showed the audience a nine minute movie clip revealing dozens of logos and identities created mostly from his days at Chermayeff & Geismar Inc. What blew us away was the simplicity of the icons that are so familiar to us. Mobil, NBC, Time Warner and Barney's New York to name a few. Set to music, the simple clip showed logos morphing into each other one by one. It was brilliant in conveying the strength and simplicity of each mark.

Geissbuhler also reviewed a number of case studies that reiterated my belief that you can only be successful if you have a deep passion for what you do.

Just a few days ago I was working on a post (that I never posted, nor finished) about my being turned off by logos. That's right, turned off by them. Too much "eye candy" out there. Too much emphasis on the actual logo rather than on what it means. The reality is that a strong logo is usually standing near a strong brand. To paraphrase a quote from Stefan Sagmeister that was used by Geissbuhler, "A logo is to business, what the glass is to wine." It's what's inside that matters!

After the whole 2012 London Olympic logo (see posts here, here, and here) I was rather annoyed by people's--especially those within this industry--notion of logos. That was, of course, until yesterday when I saw Geissbuhler's presentation.

100 reasons to keep reading this blog

This post is simply a celebration of our 100th post. Happy 100! Join our party and take a look at some of our most popular posts:

--HP and LogoWorks
--More on the London Olympic Logo
--It Cost Them_________For That?!?!
--In-house or Outhouse?
--I'm Interested in That Camry Over There...Can I Get GMAC Financing?
--For Comcast, Competition Always Drives Service
--Looking For a Job?
--Auto Dealerships
--Creating a Branding RFP
--What's in a Name?
--The Style Guide Series

These are just a sampling of what we've covered these past five months. I remember thinking a few weeks after starting this new blog, am I going to run out of topics? So far the answer is a resounding no. The business of business, branding and marketing is always providing us with new ideas and topics to cover.

We look forward to our next 100 posts.

Here's three...pick two

While attending "Everything I Wish I Knew Before Running a Design Studio," at the HOW Design Conference, Daniel Schutzsmith mentioned the often used saying, "Good, cheap and fast...pick two."

I've heard and agreed with that little exercise in project management for a long time. However, today I looked at it in a totally different light. I don't want to work with clients who will emphasize cheap. I also don't want to work with those who always want something fast at the expense of the other two.

Let's look at it a little differently. It shouldn't be pick two, it should be pick one with a secondary focus on one other element. At SOZO | Pivotal we first provide great branding and design solutions. If you want them to be cost-effective or fast you can have a choice of one side to go with your main entree. Now, remember, this is just a side portion, not an entire meal.

I really don't think a branding or design company can spin the wheel and rotate around that triangle of how they are going to produce work for a client. If you're a company that provides high-end design, you probably shouldn't be working with a business that places an equal importance on inexpensive or one that is always dropping things on you at the last minute. Likewise, if you provide a very cost-effective solution you might want to reconsider focusing on the gritty details that are also equally important to this client.

Just another way to think about it. What type of business are you?

HOW Design Conference: Opening keynote gets the "ball" rolling

The How Design Conference in Atlanta officially started last night with the opening keynote address and reception.

Karen Salmansohn--an author, radio show host, career coach and entrepreneur--gave an energized and entertaining keynote address to kick things off. Salmansohn has written 29 books and most recently released Ballsy: 99 Ways to Grow a Bigger Pair and Score Extreme Business Success. Her message, in a nutshell? Have the guts and just do it. Check out her website and blog. She holds nothing back and that's exactly what businesses and business owners need.

Yesterday afternoon, I attended a pre-conference workshop called Smashing Photography. Designer and photographer Jim Krause conducted the seminar. I had checked out some of his work on his website before attending the conference and thought it was outstanding. He mentioned that designers and illustrators make great photographers. I think he's right. While nobody inherently has the technical knowledge of photography and you can never beat the skills of a professional photog, designers do understand the rules of composition and setting up shots better than most photo amateurs and hobbyists. As someone in the very early stages of wanting to become a better photographer, I took some good things away from this workshop. Now, I have to just go out and shoot. And shoot. And then shoot some more.

HOW Design Conference

I'll be leaving tomorrow for Atlanta to attend the HOW Design Conference. I'm looking forward to taking this blog on the road and posting reports on the conference.

Olympic logo derived from the swastika?

First everyone thought the 2012 Olympic logo was just plain horrible. Fine.

Then there were reports that the video accompanying this campaign triggered epileptic seizures. Not good.

NOW, some believe it is a play on the swastika--a symbol that originated in Hindu culture, but gained a bit more popularity as the icon of the Nazi party.

Give me a break. This looks--at least in the sober state I'm in--nothing like a swastika. Is it just me, or is this logo bashing getting out of hand?

(NOTE: I'm working on a more detailed overview and response to this entire controversy. After that I will try to promise to be done with this topic.)

Does your business...

...have an office that fosters great work!

Take a look at this new blog, "This Ain't No Disco." The site showcases some pretty nice design agency offices.

So what does your office look like? Whether your a design agency or not, is your office a place your employees want to be? Does it inspire creativity? Does it position your company positively in the eyes of your clients? Do your clients love visiting your office? Is your staff proud of their surroundings?

I remember back in the dotcom days, the big internet companies put basketball hoops and foosball tables in their offices. It was likely meant to keep people at work longer to get more done. Unfortunately, most of those companies had employees who were living a dream and only becoming better foosball players rather than creating a business plan that made money.

More on the London Olympic logo

After two days of constant grousing about the London Olympics logo, I've finally found someone else who has taken a deeper look at the icon and its meaning as it pertains to the core brand strategy. Coudal Partners has an excellent write-up here.

I especially love the "Your kid COULD have done that, but she didn't. Nor did she design the graphics standards manual that goes with it." Exactly! Great analysis Coudal!

Designers who are so judgmental of a concept or design before they know anything about its purpose really only lessen the value of their own profession. It also adds fuel to the stereotype that designers only want to do it their way. This whole London fiasco is a perfect example.

2012 Olympic logo fails to medal

Wow. I don't think I've ever seen so much lopsided public outcry to something like what is happening with the unveiling of London's 2012 Olympic logo.

Everyone is bashing it. In fact, over 80% of the people surveyed on the BBC's website want to send it to the burn pile.

My reaction?

I was a bit shocked when I first saw it. I certainly wasn't captivated by it and I felt it was a huge departure from previous Olympic identities. But shame on me, can't that be a good thing? After checking out the website and then viewing the video that better explained the complete brand strategy, I started to warm up to it. Do I love it now? No, not really. But I can see strategy in it. It's a strategy that involves everyone--athletes, fans and community. It's a strategy that is significantly different than any other Olympic icon. Unfortunately, even a perfect strategy will be lost on people of they can't get past a logo that knocks them completely out of their comfort zone. It's a challenge and balancing act that branding companies face all the time.

I'll keep my eye out for anything I see that appears to carry a positive slant on this campaign, but in the meantime check out some of the other design blogs that are commenting on this controversial logo:

Brand New
Speak Up
The Serif
Seth Godin
David Airey

With five more years leading up to the London games it will be interesting to watch how much of a beating this icon can take and what the committee will do to address the PR nightmare.

Documentary on advertising

I stumbled upon this trailer for The Alchemists--an upcoming documentary on advertising. I can't wait to see this. The film highlights some of history's most influential ad people, including one of my favorites, Hal Riney.

The film explores campaigns like Apple's "1984" and the Nike "Just Do It" tagline--both famous campaigns that changed their respective industries. And as the trailer points out, "five people you've never heard of who changed your world" couldn't be more enticing.

Star Wars at 30...is it finally in the lead?

This past week marked the 30th anniversary of the original release of Star Wars. I can't believe it's been this long.

I'm a huge Star Wars fans. Anyone who's known me long enough knows that I have all the toys and have just about every line of dialog from the first movie memorized. I'll admit, I'm sort of a geek, but not like some people. I've never dressed up as Chewbacca. I never camped out all night in hopes of being the first to see a new release. I just grew up on the stuff. I guess you could say the Force is strong in this one.

As I reflected on 30 years of my favorite movie franchise, I remembered something very interesting. I recall being a kid and people incorrectly referring to Star Wars as Star Trek. It used to really irritate me. Star Wars was clearly not Star Trek!

Mom, Dad, Grandma...how could you confuse the two??? Under my breath I was appalled when I'd unwrap a Spock when i was expecting a Stormtrooper action figure.

But today, 30 years later, it's all different. Star Wars is now the king of sci-fi...undisputed. Star Trek is a worthy runner-up, but it's no Star Wars.

The Star Wars brand clearly outpaced, differentiated and just plain blew away what Star Trek started in the 60s. The Star Wars franchise stands on its own.

Check out this interesting article on the background of the Star Wars logo.

Trends in logo design

Logo Lounge recently posted its 2007 logo trends feature. They've been doing it since 2003 and I find the annual feature interesting if not a little worrisome.

It's interesting because are these really trends or are they simply inspired or influenced by something before it? Worse, are they copied because they appear to exhibit good design? Does something look good because you've subliminally seen it before?

We work in a dangerous industry where every creation we see remains somewhere deep in our minds. I've seen blatant rip-offs, of course. But when you look at these trends, you realize there's a fine line between creativity, inspiration and some pretty scary territory called plagiarism.