Friday, January 15, 2016

Elevating Value Through Values

The opportunity might have easily been overlooked. The no-charge for bag check or ticket change could have been merchandised as just that: individual product features. It would have still delivered value to consumers. But by uniting it with values the brand holds -  transparency, predictability, doing right by the customer - they enjoy greater value. The no-charge feature now embodies principles the customer believes in (or at the very least feels good about) and triggers a human connection shared with the company they are about to entrust their life to (it is air travel after all).

This is smart marketing. Giving what could otherwise have been only a rational benefit some emotional appeal makes it not only more compelling, it elevates the value consumers get by aligning with their personal values - at no cost to the company.

Friday, September 4, 2015

The ultimate hotel UX fail.

Traveling is stressful and unpredictable, disruptive to our home life and circadian rhythms at the best of times.  Helping to minimize these effects is a key part of any hotel's value in its service of its guests. Sleep in particular is the primary purpose of any stay so anything that disrupts it is very bad for business.

Designing a hotel door hanger separately from the handle it goes on has just this kind of unintended consequence. Nothing wrong with having 'Do Not Disturb' printed on the reverse side of 'Clean' - as long as there is no ambiguity in which message is the guest's intention.  It's why a holistic approach to UX is so crucial to serving up choices and interactions that achieve the desired outcome. 


Snickers hits the sweet spot, serendipitously.

Playful product messaging is a relatively new marketing development. In these evermore casual times, brands have learned that not taking themselves too seriously and having some fun can resonate better in today's culture. Brands that are playful demonstrate that they have the confidence to do so. 

Coca Cola has recently departed from years of stringent protectionism for its classic packaging design and begun to use it as a canvas for sentiment that could be expressed by someone sharing happiness.

Other brands have followed. The relaunch of Old Spice has included a similar technique.  Its deodorant stick humor gives a wink to how long the brand has been around, yet gives is an edgy, modern sensibility. 

Snickers playful approach is a relatively new direction for the brand, complementing the tv campaign 'Who are you when you're hungry?' that dramatized how different a person's character is when blood sugar is low.

Most likely the brand didn't intentionally seek to exploit the massive Netflix hit House of Cards.  Nonetheless 'Spacey' conjures up the Presidential character of that series, whose mood is so perpetually angry it is relate-able as an altered-state mood of someone incredibly hungry.  It raises the question of an interesting twist in playful packaging: referencing characters in entertainment culture.  Who's next perhaps? Bates the psycho character in Misery? Trump the Real Estate mogul-turned-angry-populist-political-campaigner? Or Oscar the trashcan grouch from Sesame street?

Tapping into cultural themes or memes gives brands a very valuable wavelength to resonate with people, whether deliberate or not.

Tuesday, August 25, 2015

Wise words for Planners.

Planners have to be artful storytellers.  We need to help creatives develop stories for brands and to sell our own ideas to challenging audiences (the internal clients are often harder than the ones outside). 

In telling a compelling tale our words must be human in their connection yet precise in its expression.  What we say comes from how we say it. To connect with meaning words matter far more than most people realize. In makes all the difference to how people feel and to how they act. And as this charming story shows it's not just words that matter, it's the insight behind them that give them power.

Monday, August 10, 2015

The Simple Drama of a Product Truth

It's rare these days that a single feature is enough to drive brand preference. Especially with technology like mobile phones which come armed with a supply of apps that stretches utility to an almost inexhaustible limits.

But the appetite for video consumption generally and TV everywhere (TVE) in particular is so prolific among the Gen Y and Z cohorts that download speeds can be a very big deal and disruptor. So universal is the pain of seeing action frozen seemingly for an eternity that it's enough to cause most of us to abort the attempt. (The bounce time from a stalled internet search is on average about 6 seconds - no wonder major retailers like Walmart and Target watch response time performance like a hawk.)

BGH takes this familiar experience and use it to differentiate the brand, hitting us where we know it hurts the most (second perhaps to being unable to make a call when we want).

The beauty is in the suspense and of ultimately making the audience feel the situation.  After all, if we feel then we understand, and do so more convincingly than any rational attempt to persuade might achieve. This has long been the war between client and agency, certain as each party is to the most effective mechanism for unlocking belief.  

Thankfully on this occasion, the right path was taken by both.  Judge for yourself.  Would a factual approach have had more impact, and been more memorable?

Thursday, January 1, 2015

Science Discovers the Place For Space in the Human Brain

Many congratulations to neuroscientists May-Britt and Edvard Moser and John O’Keefe for their seminal work defining the brain's GPS system. They've found the place that gives us our sense of place. 
Winners of the 2014 Nobel Prize for Physiology their discoveries represent the physiological basis for the mental mapping and spatial wayfaring ideas that were at the heart of my 2012 SXSW presentation 'How digital maps navigate the human condition. It’s arguably one of the most important areas of human cognitive activity. Their work is an exciting starting point for so much further progress in this field.

Check out the pioneering work that won them the 2014 Nobel Prize. 

Saturday, November 23, 2013

Color distracts when products have little to add.

You'd expect two of the world's powerhouse brands to be more imaginative when it comes to product extensions.  But within a month of each other Nike's Fuelband SE and Apple's iPhone 5C depended on the same cosmetic element to try to fan the flames of consumer demand: color.

Both companies have fallen flat.  Partly they're victims of their own success.  We expect so much from these brands because they've trained us to expect greatness.  Separately Nike and Apple have an enviable repeated history for innovating in their respective categories.  They even have achieved it in partnership, through Nike +. Which is why their recent introductions are disappointing.  The accompanying functionality tweaks were exactly that: incremental and more focused on correcting earlier issues than deepening experience value.

Gizmodo review: Nike Fuel SE

In the case of the iPhone 5C, the tightly controlled approach to product design that Apple is known for is extended to color.  A narrow range of options seems positively out-of-step with the times.  Contrast it with the vitality from Motorola moto phone whose customization options for both handset and earphones are a celebration of expression and individuality.

Beyond the tactic of using color to jazz up a product with no more news the marketing too falls flat. The device of a colored phone on a colored background is shockingly lacking in imagination. Compare this with the bold iconic silhouettes of iPhone advertising that launched the product.  This is a pale and far poorer attempt.

Sunday, March 4, 2012

Online Dating Invokes the Lord's Blessing

Really, it's a bit cheeky but certainly on brand.

If you're a Christian, then you want nothing more than to believe your romantic partner has been ordained by none other than the holiness himself/herself.

So it a wry move on the part of Christian Mingle to invoke the Lord's endorsement...or at least the imply that matches at its site are nothing short of just that.

Why look anywhere else?  You'd just be searching for something that's against the Lord's wishes.  And that could have Old Testament consequences.  (Better play it safe.)

Tuesday, March 16, 2010

Where The Right Answer Is a Question

Hats off to the Exploratorium in San Francisco. This exactly captures the reaction it is striving to evoke from its visitors, young and old alike.

The Exploratorium goes where flat-footed edu-tainment cannot tread. It's a collection of brilliantly crafted exhibits designed not just to educate but to spark a sense of wonder and stir curiosity within. Each display has been purposely made to compel its audience to physically interact with it, to engage in the sort of playful experimentation that yields rewarding results and engages the participant in a willing game of detective work to figure out what's going on.

As the street banner suggests, it is particularly well suited for helping youngsters learn. The setting encourages them to be absolutely fearless in their pursuit of knowledge. Any self-consciousness they might have about the limits of what they know, or of making mistakes or worst of all failing - the collection of forces that might otherwise hold them back and rob them of an enriching experience - melt instantly away the moment they step inside the Exploratorium.

You could also say that a hallmark of an good account planner is to work in a similar way. We didn't have a child-like capacity for play in mind, we were thinking rather about the role to stimulate further investigation. To deepen the inquiry in a meaningful way that advanced understanding of the challenge at hand, through iterative probing that gets quickly to the heart of the matter.

There are many situations in the communications or consumer behavior worlds in which a question being evoked as a response to a stimulus - or as the effect of an interaction - would be a vast improvement to what it elicits today.

Inspiration to do better, fluttering in the breeze on Gough street above the heads of commuters making their way wearily to work.

Tuesday, March 9, 2010

What's The Best Way To Make Careful Decisions?

Good decisions are rarely made carelessly. So there's an intuitive logic behind making careful decisions, whatever climate of decision making might prevail at the time.

In this era of flux, one characterized by many practitioners and pundits challenging existing principles in search of new and more reliable wisdom, this subject of intuition vs analysis and their relative value in decision making is highly topical.

In our view, the issue is rooted in a timeless theme of management science: the issue of thinking vs feeling in decision making.

The idea of using feeling in the context of decision making makes many people uncomfortable which is why intuition gets a bad rap. Emotion is associated with a lack of discipline and robustness in analysis (with good reason to some degree). The fact that intuition cannot be attributed to a specific place, to a linear, observable, concrete set of facts also makes it an easy target. Intuition cannot be explained. It emerges or not.

This character of intuition raises the other main driver of discontent that emerges with reliance upon it: the lack of control. Management needs to be confident it can replicate results, to assure the effective use of resources and ultimately the return to shareholders.

Which leads us to the underlying human issue in play here, which in my view is trust. Decision making begets responsibility and accountability. One feels no better having put that trust in the hands of so called 'experts' whose predictions and recommendations prove subsequently to be wrong than in an internal capacity which transcends tangible analysis and which cannot be explained.

Sound use of intuition depends on sound judgment, itself a product of experience and the right kind of reflection. As with any tool, erudite use comes from knowing how to use it and when. And when not to. This I believe, cannot be taught nor prescribed and in part sustains its immense value among those practitioners who do it well.


The topic was a provocative one shared in the Working Knowledge Bulletin by Harvard Business School by Profession James Heskett. The Full article appears here, and inspired a lively disucssion among a dispersed community.

Tuesday, December 1, 2009

Imagination (And Sound Effects) Make A Basic Search Story Sparkle

We've been writing of late about stories. As marketers are challenged to connect more presently and meaningfully with people, we think story telling is taking on ever greater importance. It's not just a familiar device from which we learn, it's one of potent and enduring human value.

Here's a delightful example from Google. The search behemoth is promoting what it's best known for - its utility as a search destination and tool. What might otherwise be dry has been given deft emotional delivery through a charming story. While the concept that plays out is a highly engaging one, there is something refreshing about the simplicity with which it is done (a deliberate expression of brand character we surmise). Creatively speaking, heavy visual emphasis on the search box might be considered a sizeable constraint. But using the search box as an engine to evolve the drama is shrewd indeed. Sound effects, too, are judiciously employed to give a real warmth and emotional valence.


A Time For Levi-Strauss

The famous anthropologist and a jeans brand share the same name. While we were saddened at the news of the french intellectual's passing, we're commenting today upon the latter. The jeans brand has itself not been in the best of health in recent years. Grant McKracken points to this in his recent book Chief Culture Officer, by lamenting the billions of dollar in market opportunity the company missed out on by failing to understand the changes fashion in happening around it.

On the streets of San Francisco are examples of spirited Levi's advertising that fits the times. Jeans are a well-worn medium for self expression so it's no surprise that the brand is promoting a belief which it hopes will be shared by the followers it seeks. An added strength in the work (below) is that the themes echo the sentiment of the zeitgeist. Being a time of austerity and uncertainty has forced many people to question old priorities and focus on qualities that are basic yet enduring. We think it's a good move.

Tuesday, October 27, 2009

Telling Stories to Others (Let's Not Overlook The Ones We Tell Ourselves).

Here's a shining example of what we think about stories:


We typically see a story as something 'made up', an abstraction from the truth either completely fictitious or embellished with imagination which then removes it from the reality of the events on which it's based.

We also commonly think of stories as something we tell other people. Arguably the most important and potent stories are those we tell ourselves. Each of us has created stories about who we are. Quite literally, we had no choice: it was needed as a way of giving order to the psyche and structure to our identity. Overtime, these stories have been crafted into a coherent narrative about ourselves and our place in the world.

The intriguing part in it all is that many people are not aware that this process goes on, existing as it does usually in the subconscious. (Stephen Johnson's excellent book Mind Wide Open illuminates many ways these silent operators influence our actions.)

But if you have ever talked to a woman who colors her hair, especially one that has become and stayed a 'bottle blond', she will tell you quite calmly that this is who she is. That it fits how she sees herself and not just in the mirror; it is how she feels on the inside.

Such women do not have amnesia. They are well aware of the duplicity at their own hand and they are reminded of it at no time greater than with a showing of roots - evidence of an act of past intervention and a pressing reminder for the need to repeat it. But it does not matter and it does not violate the integrity of the idea.

Stories to ourselves are a secret pact. We know we're fibbing and there's nothing wrong with that because - after all - it is the truth in the midst of the fabrication. Psychopaths aside, we can rarely lie to ourselves and get away with it . Deep down we remember, even when we forget.

Luxury Marketing: Austere Times Call for Disarming Strategies

Even if the harsh realities of this year's economy have not touched us personally, we have not been unaffected by them.

As has been widely reported, the luxury market has taken a hammering. This year has seen a widespread climate of disapproval emerge in our culture. Mere ownership and display of luxury goods has become synonymous with an almost ostentatious flaunting, seen as reflecting a callous insensitivity to the hard times befalling so many others. There has been widespread rush to judgment, in much the same way that greets a Hummer on the roads albeit for different reasons; its existence has become an embodiment for a disregard for environmental concern..and almost a shameless pride in it.

One smart strategy is not to deny the criticism but to tackle it head-on. It is, after all, a hurdle that prevents people being comfortable buying, however much they might want (and secretly covet) the prize and long to own it.

Hats off to Porsche for adopting this approach. Anticipating criticism is captured elegantly in the headline with a tone that far from seeming defensive sounds pragmatic, evoking a feeling of being confidently prepared. An accomplishment in itself.

The key to success?
Leverage the equity that give luxury makers rooted in substance (rather than overly dependent on style) a powerful neutralizing effect: Performance.

Performance is that wonderful quality whose existence is inherently self-justifying. It represents tangible proof for what one has paid more. It is born of advanced engineering and design - noble characteristics indeed - which enables assertions to or inferences about privilege to be assiduously avoided. Porsche has even suggested that the efficiency dimension of performance represents greater environment responsibility, the idea of 'doing more with less'.

Arming the audience with ammunition in the form of knowledge serves to disarm the critics. This is the final part of this erudition -- recognition of what is so overlooked by marketers in cultivating people's relationships through brands: storytelling.

Give people things that help them to tell their stories. If we can tell a story we have a claim to having a reason. An assertion to belonging. Storytelling is a basic human need, one that helps us feel connected to others and perhaps more importantly, to ourselves:

"A need to tell and hear stories is essential to the species Homo sapiens--second in necessity apparently after nourishment and before love and shelter. Millions survive without love or home, almost none in silence; the opposite of silence leads quickly to narrative, and the sound of story is the dominant sound of our lives"

Reynolds Price

Monday, October 26, 2009

Consumer Consciousness: The Third Element Redefining the Value Equation

In our last post, we outlined PERSONAL and PLANET as two recent dimensions of the value equation emerging in light of the new climate of consumer consciousness.

There's a third that most readers will have seen almost at every turn: PEOPLE.

In the era of higher standards, of greater scrutiny about what is being bought and its effects, people also want an opportunity to participate and contribute towards a greater social good. As a result, they are also expecting more of the companies they buy from, for them to do their part to improve the world we live in.

Corporate social responsibility (CSR) has been around for decades, but it's typically been more of a PR driven initiative to generate goodwill in order to shape perceptions than a deep-rooted embrace. Tom's Shoes is a great example of a commitment on a different scale. It donates a pair of new shoes to a needy child for every pair sold. The social good is inextricably part of its business model.

An example of a more traditional approach is Tide Detergent. The "Loads of Hope" campaign is P&G's latest CSR attempt to link 'doing laundry' with 'doing good'. (Don't get us wrong, something is better than nothing: but not only is the link conceptually a weak one - in our culture 'hope' is not something we think of in terms of 'loads' - but the scale and sustainability of the impact is modest).

Overall, this strategy is an ever popular one with marketers. The basic approach is to link consumption directly with a virtuous outcome.

Starbucks says that by buying its coffee YOU are the force behind change on a massive scale...

Volvic touts its 'Drink 1 Give 10' benefit if you buy its water (click on this recent airport commercial).


The intent of course: shape brand choice in a way that requires no additional effort by the consumer. "Keep doing what you're already doing". The act of buying is an act of giving.

Not a bad strategy (few things are inherently flawed except teapots made of chocolate). Though as Brandchannel points out: Cause Marketing Grows: but is the backlash ahead?