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Consumers are like dogs

February 17, 2012 in Creative, Strategy with 0 Comments

No, this isn’t one of those “blame everyone else because my marketing isn’t working” rant. In fact, it’s quite the opposite. As marketers, we tend to forget one of the most fundamental rules in delivering our message – tone of voice.

A friend of ours has been taking her dog to obedience classes  and is quite proud of the progress they’ve made together. Yet there is one significant factor that is not allowing that success to translate to the pup’s behaviour at home – at least not all the time – our friend’s partner speaks with a relatively raw Scottish accent. So, when our friend commands the dog to, “Lie down!” everything works out just fine. But when her partner tries the same with her guttural treatment of vowels and slightly different emphasis of constants, the resulting, “Lah duuunne!” causes the dog to tilt his head sideways and whimper in confusion. As dogs are, he’s desperate to please, but just doesn’t understand these two simple words because the tone of voice is simply wrong to his trained ear.

As consumers, we are not so different than our friend’s dog. We too are often desperate to please (even if only ourselves). This desperation has trained us to search for purchases in our continual attempts to satiate our need to be happier, healthier, faster, busier, smarter, more attractive, bigger, smaller, more fulfilled people, spouses, friends, parents, children, employees, managers, sisters, brothers, teams, leaders and masters of our own destiny. Yet, we often avoid brands that might offer exactly what we’re looking for simply because we didn’t understand the message. Our brains reject the marketer’s effort to reach out and connect with us if we’ve don’t hear the right or expected tone of voice – the words are never processed and the information that the marketer wanted us to know is never absorbed.

Sometimes it’s because copy proofers have reworked a sentence so many times that it has lost all the personality that the copywriter originally intended. Or we’ve “scaled it back a bit” because we haven’t given the client enough credit as being open to pushing boundaries and exploring new approaches. In this digital age, it’s often because we tend to be so focused on the functional applications of our interactive elements that we forget that they are actually communication channels first. Or that the 140 characters we’re limited to force us to abbreviate every word we want to use, eliminating any chance for nuance and context. OMG LOL.

Whatever the reason, no matter how sophisticated the strategy is or how innovative the implementation is, the effort is for naught if the “ear” of the audience isn’t understood well enough throughout the planning and creative processes to ensure we speak to them in a tonal language they understand.

So remember our friend’s poor dog as you develop your next marketing effort, and remember that it’s not necessarily the words you choose that will carry the day as much as it is the tone in which you deliver them.

Stirring the Pot

August 31, 2011 in Creative, Experimental Stuff, Strategy with 1 Comment

You might have seen in the news a spot of bother over a particular ad running for an Edmonton hair salon…We won’t get into the issue other than to say that creative sometimes rubs folks the wrong way and you have to be prepared to deal with the consequences as the “owner” of that piece.  We’ve encountered a bit of this recently (although with a significantly LESS provocative advertisement) and we’ll admit, we were surprised at the outcome.

When we opened our Las Vegas office, we were inspired by the old Vegas, vintage noir that comes along with the nickname Sin City – and out of this – our Lady Luck is B!tch ads were born – and not only ads – we put her on a 10 foot tradeshow display!  Originally running in tradeshow publications, the ad encourages businesses to seek professional help for their marketing woes and NOT to leave their marketing to chance.  Our Lady Luck even won a Colour in Design award from How Magazine.  But then we tried to run it in real life publications….


We submitted the ad to be featured in a Saskatchewan magazine to help us promote ourselves to new clients in the local market. The publisher refused to run the ad, because of the perceived negative tone and connotation. We still thought that the ad was important, well-delivered and even classy – so we negotiated with the publisher to create a second, more demure version.  The ad will run in the magazine’s next issue.

We also submitted the original ad to run in a well-respected Las Vegas publication that was a great fit for its message — an annual feature of the city’s advertising and marketing firms. Who better to embrace the message of playing your luck than Las Vegas?  Some of the editors at this Sin City publication were concerned that the content was too racy (for VEGAS??); but, after the head editor’s personal walk to see the publisher, the ad has run in its original format and was released this past Monday.

Coincidentally, in the midst of all these issues – we actually got a call from a prominent Alberta business publication with a REQUEST from the Editor to run the original ad in question - with a link to our own website where it was featured!  The magazine even offered its back cover placement.  Imagine our surprise!

What do you think?  Are we safe or is Lady Luck REALLY a B!TCH?

 

Shelf Appeal – Part 2 Packaging

August 12, 2011 in Creative with 0 Comments

Last time we saw how wineries have tapped into the influences of packaging and how some companies now target the less savvy wine drinkers with non-traditional approaches to wine labels. Most of the time, if you don’t have a specific brand in mind to purchase, packaging can make all the difference – brand loyalty and packaging go hand in hand. Bringing your company’s flavor and personality into your packaging can make the difference between becoming a trusted brand or just another item on the shelf. But, packaging can also be tricky to update once you’re an established brand, how do you maintain your loyal customers and attract new sales with added appeal?

Some brands have managed to do this well, while others have fallen short. On my recent visit to the liquor store I noticed updates to one of my favorite drinks. Known for it’s decorative embellishments and round shape Chambord Royal has recently updated their classic bottle. They were able to come up with a new and modern look that has the some of the same luxurious appeal as their old packaging.

Although less embellished, the new look is just as fancy and classy. I’m glad to see that the bottle shape was cleaned up and the gold plastic embellishments on the bottle have been removed. The updated, sleeker letters and gold patterning have brought modern shelf appeal to the brand. Chambord has now been elevated to with the same ultra mod appeal that the martinis they are mixed in have.

Another good example of packaging elevating it brand is Cabo Wabo tequila.  Priced to compete with the mid to high range tequilas, Cabo Wabo has refined their bottle and added some shelf appeal, helping it stand out from some of the tequila bottles they are shelved alongside. They were smart to keep small subtleties of the old packaging but the new changes are sure to attract some new attention and sales. They have elevated the brand with a more sophisticated cleaner type choices and bold label colors. It is interesting to note that they have also made a distinct choice to totally refine the look of their highest end tequila going for a very classy look of a liquor decanter, further driving home the message that this sipping tequila is not to be shot with lime and salt.

Other great examples of updates to packaging can be found in the new Kraft dinner boxes and the overhaul of the Bath & Bodyworks signature line. Each of these companies were sensitive to their consumers and were well aware of their brand and how far they could go with a new package. Some other established brands were not so successful and learned the hard way that packaging changes can have significant impacts when consumers are not ready for it.

Although well done and definitely eye catching, Tropicana’s new packaging was not well received. It was reported that the sales of Tropicana dropped by 20% and their competitor’s sales rose during the time the new package was released. The new look took away the one iconic image Tropicana owned that no other company could compete with. Tropicana simply became another glass of juice and not the closest thing to putting a straw in an orange. Getting rid of the image it had been using for decades proved to be too much for consumers. Tropicana reverted back to the original brand look prior to their re-design within a month of the new packaging release.

Real time branding mishaps like this prove that consumers are strongly influenced by packaging. Change can be good but is not always accepted, at least not in one big step for some established brands.

Some sites related to this blog:

http://adage.com/article/news/tropicana-line-s-sales-plunge-20-post-rebranding/135735/

http://www.nytimes.com/2009/02/23/business/media/23adcol.html?pagewanted=1

 

 

Shelf appeal – Part 1 Wine

July 21, 2011 in Creative with 0 Comments

I know I’m a victim of it – buying one product over another purely on the packaging or brand name. Many brands have been keen to this for a long time. The visual impact and perception of a brand is key to its success. Grocery stores have been well known to charge a premium to brands that want to appear at eye level on their shelves for this very reason. Packaging designers try to make their products stand out in the shelves to compete for your attention and ultimately gain your buy in.

Liquor packaging is a great example of this. I’m not a wine connoisseur and I’ll admit, I take packaging into consideration when picking a new wine. A lot of times my deciding factor on which wine I pick and which wine I don’t pick may boil down to the label and if it has one of those award medallions. Sometimes I choose just based on how I feel about the label… (I know some of you fancy wine drinkers are gasping.)

I’ve noticed that some wine brands have gone away completely from trying to look the part of a serious winery and are out to make a statement. There are many people like me when it comes to buying wine and wine makers have taken notice. If you’re in the $15-20 a bottle there is a big gap in the bottle look and presentation of the brand.

The Show, Voga, The People’s Wine are great examples of brands that forget about being the traditional winery. They target the “non stuffy” wine drinkers and opt for packaging that is bold, fun and stands out on the shelves amongst the traditional wine labels.

 

It is nice to see wine brands that stand true to their brand in an industry with long traditional practices. I’ve even been fooled by wine labels that go the other way and do a good job looking the part of an established winery. Faux medallions that appear like the wine has won some awards have swayed my purchase. Upon closer review when I got home I saw that it was just some clever ploy to get wine consumers like me to buy their product, it worked. Clearly the wine industry is tapping into the many consumers that are not wine savvy and are paying attention to how they label and market their brand to embrace this type of consumer.

Some Blog Inspiration

July 19, 2011 in Creative with 0 Comments

I’m glad to see that the world of blogging has opened up the gates to communities of people who come together to inspire and share ideas and knowledge. I’ve often wondered why certain people are hesitant to share knowledge, after all the world has not gotten to where it is if knowledge and information was not shared. In the spirit of sharing I thought I’d pass along one of the blogs that I visit for some inspiration.

www.designsponge.com

Designsponge.com is one of the blogs I like and has anything from interior design ideas, hand made goods, DIY projects and recipes. I’m always into making hand made goods and renovating and this is the perfect spot for all of those things. The Before and After section is always a great place to see how other people have transformed spaces and items.

 

www.thedieline.com

This blog is dedicated to package design and shows all kinds of new and award winning packages. I love to see how design can make an impact on a 3D space. The award winner for 2011 Best of Show was the Puma shoe box/bag and it is a great example of smart design that is both practical and eco friendly.

 

 

 

 

 

 

http://lovelystationery.com/

For all those print lovers out there here is a blog that features all those things that will have you swooning over that 110 lb. cover stock. and wishing you had your own letterpress.

Hope you find some art inspiration on these pages.

Boston Pizza’s unique hockey angle . . .

May 30, 2011 in Creative, Strategy with 0 Comments

I read an interesting article in the newspaper about Boston Pizza.

Starting this week, the Vancouver Canucks will play the Boston Bruins for the Stanley Cup. First game is Wednesday.

To show support, 62 Boston Pizza locations in British Columbia have modified their branding to read “Vancouver Pizza”. The word “Boston” is stroked out and a hand written font with “Vancouver” has replaced it.

In my opinion, this is a great marketing campaign. Not only does it create attention and generate media coverage, it’s timely, clever and relevant to those living in BC. It shows community support and pride and will no doubt encourage people to come to the pub/restaurant to watch the game.

Great work Boston Pizza!
(I mean Vancouver Pizza)

THIS WEEK WITH PANDA: The Heads of State

May 26, 2011 in Creative, WJ Fun Stuff with 0 Comments

Ok. So… here at William Joseph we have decided to task ourselves with a little bit of blogging on top of our never ending billable work (Blah! I know right). Over the last couple of weeks I’ve been racking my brain as to what I wanted to write about, and what of importance do I have to share and contribute with the so called blogosphere. That being said I think it’s only fitting that the creative Team share creative work, and let’s face it this blog is lacking when it comes to visual interest. So like I do everyday here at William Joseph my mission is to make this blog pretty or at least post pretty pictures. There will obviously be method to this madness. These posts will posses some sort of over arching theme whether it be inspirational visuals, up and coming artist or the ever popular brand collaborations we see sprouting up on a day to day. Not too worry though everything you witness after the jump will some how loosely tie back to what it is we do here daily in the bowels of William Joseph. Basically these post are a little insight into the things that interest me and hopefully in the end, interest you.

Like most of us here at WJ I spend a great deal of time online combing blogs and visiting my favorite sites which sometimes lead you on fantastic tangents into unexplored arms of the information super highway. These are the gems that I intend to share with you. Back to the task at had. It’s time to be inspired.

 

To kick off our weekly (maybe monthly) dose of inspiration I’m going to take it back to an all time favorite duo of mine (Jason Kernevich and Dustin Summers) The Heads of state. http://theheadsofstate.com. Working In the digital realm you can easily get lost in the clutter of the internet and all it beholds, so for the purpose of this post I’m going to take it back to the old school and get back to the roots of traditional media. This extremely talented duo that like to refer to them selves as “a garage band agency” has been around in some form or another since 2002. In a nutshell these guys produce amazing silkscreen poster art for a roster of clients that would make any designers mouth water. Ranging from agency heavy hitters like BBDO to indie bands like Wilco, Modest Mouse, the ever familiar R.E.M and the super brand some have come to recognize as Starbucks. As I may have mentioned earlier they got their start creating beautiful silkscreen gig poster and band merch and have now emerged as a full service mom and pop shop.

 

In my opinion, and of course this is just one small mans opinion; the strength of their design is in their ability to keep things simple. Simple is beautiful, their use of derivative shape paired with genius typography and sharp conceptual ideas constantly knocks their designs out of the park. The Heads of state color pallet has almost become a part of their brand Identity. These muted palettes add volumes to the designs and show the power of a limited palette and the beauty of the lost art of printmaking. Ok, ok, I know enough with the word lets get to the good stuff. I think below you’ll find a nice selection of some of their work. I would love to share it all with you but that’s what the link is for >> http://theheadsofstate.com/#posters. Feel free to peruse their site and hopefully you enjoy their stuff, as much has I have.

 

Enjoy!

 

Inspiration. Where do you find it?

May 25, 2011 in Creative with 0 Comments

People ask me this all the time. Where do you find your inspiration?

The simple answer is: online.

Since we now live in a fast-paced digital age, what inspires us is easily accessible through a variety of devices. Be it at work, at home, or on the move, inspiration is just a click away (and a given in our industry).

But that is the simple answer.

But the truth is, it’s not a question of where inspiration is found but rather how inspiration is found.

It is in how we view the world that the greatest inspirations are found. I know it is cliché to say, look at the world through the eyes of a child, but to me, it’s true. When we re-discover the world with a pure sense of awe and intense curiosity, inspiration can be found everywhere and in everything –as long as we are open to it.

One vivid memory from my childhood, is hearing the wind rustling the leaves of a large tree in my grandparents backyard on a warm fall afternoon. I was in awe of the sound, delighted by the movement and astounded by the colours and textures. It was as though the tree had to come to life in front of my eyes. I found myself just sitting there, mesmerized and amazed.

I recall climbing the tree just so I could see the world from that perspective – to gain a new view, a new perspective of the same tree. I wanted to know what did the tree feel? What did the tree see?

I have carried this sense of discovery with me throughout my life. This sense of curiosity and awe in the world inspires me daily.

A few years ago I started Project 365 (a project inspired by numerous flickr groups). The goal of the project was to take one photograph a day of anything that captured my interest, imagination or heart. Not only was it a great way to learn the landscape of my then new country, Italy, but during this process I found myself taking a different way to work every morning and  also a different way home from work every night, just so I could explore and discover. It became part of my routine (or lack thereof). I found myself looking differently at everyday objects that I took for granted and had passed by repeatedly without a second though. I even found myself leaving my comfort zone more willingly, which is where I think the greatest inspiration can be found. As you can imagine, after a while I found it very difficult to only take one photo a day. The world is full of new experiences, beauty and inspiration.

Here are a few examples of the photos and the original writings from 2008 during Project 365.

Originally I was thinking of doing a self portrait to start this project off but when I arrived at work this morning this was just outside my door. It was beautiful, large and had the most incredible colors that changed depending on what angle you looked at it. If you look close enough you can see my reflection in its shell (or external skeleton for those keeping count). What a great way to start off the 365!

This is the elevator button in my building. I never take the elevator, I am a little afraid of it, tonight was no exception. However when I reached the top of the stairs and went to enter my apartment I happened to look back at saw this. It was actually quite exquisite. Mind you I will probably never dare to press it but I will always remember it.

Sesto Rondo Metro Station on my way to work this morning. This station is my life line to Milano, I take the metro everywhere. I never imagined that life without a car could be so liberating! (However I still miss riding a motorcycle).

This morning at around 10:30 we had a storm like I have never seen before in my life. The sky was so dark it felt like it was 10:30 at night and even tricked the building into turning all the external lights on. Out of curiosity I went out side just to a have a look and when I looked up this is what I saw. It was beautiful. The streaking orange color of the rain as it passed the light almost looked like little comets and the reflection against the building was amazing! I stood out in the rain to take this picture and got soaked. It felt great! The rain was so warm and so refreshing. All my colleagues looked out the window, I am sure in utter confusion, as to what exactly I was doing. After taking this picture I stood outside for a couple minutes more to feel the warm rain on my skin and on the tops of my feet. I was wearing sandles and the the rain felt wonderful on the tops of my feet and on my toes. What a great morning!

This is a late night staple of mine. Usually when I come home from work late, like I have been doing all this week, this is a fast a quick meal I like to prepare. I get a lot of comments on what and how I cook and prepare things, so this is a before and after shot of my dinner tonight. It is kind a Giasone/Milsy blend of miso soup. Hot peppers, garlic, sweet red onions, eggs, tofu, green onion and a few herbs (all fresh). Add some miso soup powder (not so fresh) boil and you are done. 5 min. What I have to smile about today: Re-discovery of a great song all by chance. http://www.youtube.com/wat ch?v=nhSc8qVMjKM What I have learned today: Sometimes the most frustrating things can be the most rewarding in the end.

Sunset in Sesto. My father pointed this out to Mom and I as we where on the balcony talking and watching all the people below in the streets. It was very peaceful and tranquil. We all admired the vast colors painted across the sky by the sleepy sun. What I have to smile about today: Spending the entire with my parents. In the market, visiting over lunch/grappa/cafe, taking a walk in Sesto and eating delicious gelato! What I have learned today: How much I adore spending time with my parents.

Walk home from work. After a rough day at work I went for a much needed aperitivo. We tried a new place as it seems we almost always do. I enjoy not knowing where we are going or where we will end up. We just walk, talk and when the mood strikes we eventually stop. It is great! This is a picture of one of the many roads I walk down on my home form work. Almost each and everyday I try to find a new way home. What I have to smile about today: A friendly conversation with Pastore on whether Mexico is in North America or South America and whether Vin Diesel is Dutch or American. We even asked the Bar owners and other patrons, I am sure they all thought we were crazy. What I have learned today: I like not knowing what is around the corner.

Self-portrait. Originally I was taking a picture of my orchids on my balcony however when I turned to the right I saw this on my balcony wall. I thought it was kinda cool so I took this picture instead. Perhaps tomorrow the orchids. What I have to smile about today: The warmth of the sun. What I have learned today: Sometimes enough is enough.

Café dopo cena. Tonight I relaxed after dinner with a café. It was nice quiet evening at home catching up on a few things and just relaxing. This is a coffee maker my parents bought me when they were here. It makes unbelievable coffee. Every time I have a coffee I think of them and the market where they bought it. It is a great thought to have! Thank you Mom and Dad for your generosity. What I have to smile about today: A simple evening at home. What I have learned today: You get what you pay for. Coffee has improved 10 fold with this coffee maker.

Che Guevara – the story behind the photo.

May 17, 2011 in Creative, Web with 0 Comments

Barack Obama’s HOPE posters recently became a topic of discussion in a class I did on propaganda posters. The HOPE posters were done in a similar style to traditional propaganda posters of the past and was made by Shepard Fairly. Fairey came under a lot of controversy and battled a copyright infringement lawsuit over the poster. Fairey gained financially from the sale of the posters and shirts derived from a photograph in which the photographer was not credited and did not receive any royalties from the sales of Fairly’s goods.

Image by Mannie Garcia

Shepard Fairey's Hope poster

 

This made me look into the background of the Che Guevara image. Che Guevara’s image was widely used and reproduced in a similar fashion in posters and many other retail items.  Wondering if the photographer of the iconic image was compensated for the many items his image has been reproduced on I found the background story quite interesting. It also sparked my interest in the difference between the views and attitudes from a socialist society with those from a capitalist background.

Alberto Korda in front of his iconic Che Guevara image.

The iconic picture of Che Guevara was taken by Cuban photographer Alberto Korda. Alberto Korda’s image of Che would become a symbol of revolution and rebellion and would be reproduced many times. There are numerous posters, shirts, hats, mugs and even key chains that have used his image. Despite all the wide spread use Alberto Korda has never received any royalties from its use nor did he seek out any financial compensation*. This allowed mass reproductions of the picture and garnered profits for many. Such a stark contrast to the use of the Obama image and how monetary gain put an abrupt stop to its further use.

Korda believed that not limiting the use of the photograph would rapidly spread the image as well as the ideals of Che to a broader audience; he couldn’t have been more right.

Korda died on May 26, 2001 leaving the world with a breath of photographs and one of the most popular images to date. His iconic image of Che Guevara is considered to be one of the most highly reproduced photographic images in the world.

I found it so interesting to see how the socialist attitude of Korda’s allowed his image to spread and generate wealth for many. I thought that surely the man who took the image would be well compensated for its use and live off the royalties from the sales it generated. I was surprised to find that was not the case. Instead I was intrigued to know that the background story of the picture matched the ideals and views of the man it portrayed.

* There was one instance where Che’s image was used by Smirnoff to promote their beverages and that was the only time that Korda disputed the use of his photo. He was said to have received $50,000 from Smirnoff as a settlement, which he later donated to the Cuban health care system.

Some sites related to this post:

http://www.arthistoryarchive.com/arthistory/photography/Alberto-Korda.html

http://www.havana-cultura.com/EN/visual-art/photographer/alberto-korda.html#/3389

http://news.bbc.co.uk/2/hi/uk_news/926577.stm

http://www.nypost.com/p/news/local/judge_drops_claims_in_obama_hope_XRWpQ6DqTsynsJ6QfKurvL\

http://www.wired.com/threatlevel/2011/01/hope-image-flap/

http://www.nytimes.com/2009/02/10/arts/design/10fair.html

 

 

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