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.

Innovative communications: a façade carries the meaning behind it

We recently commented on candy as a communications medium. m&ms being edible confectionery carrying a customizable message it’s ideal for bearing valentine’s day sentiments and surely one of the few situations in which eating one’s words is a virtue.

OFD came across another innovative communications medium. Incorporated into the top of a building façade at 214 Van Ness Avenue are a series of large domes that run from left to right. Equality and Independence is what they spell, but it is through Braille not letters that they communicate the core mission of the inhabitants and the visitors they serve.




































Lighthouse is an organization for the blind and visually impaired. The name implies a unmistakable presence, in this situation drawing visitors towards it rather than warding them away, which it does in a maritime setting.

The architects Jay and Joel Hendler felt that the building had to live up to the expectations embodied in the Lighthouse idea itself. Their solution was to incorporate it in to the facade itself. They created a design that is as visually iconic as it is symbolic of the organization’s mission and purpose. Now when people think of the company there is a distinctive image that is conjured up in their mind to associate with the institute.

A clever - and distinct - element of visual identity and another example of an innovative communications medium on the streets of San Francisco.

What's hip is the flask

At this weeks psfk conference in LA, Adam Gaynor presented a case study about his recently born baby, Fred. It’s a new brand of water still in its infancy but which will be growing rapidly thanks to a new round of financing.

The idea of Fred is simple and compelling. Most water brands romance the source and extol the purity, taste and minerals of the water that comes from it. Adam's shrewd assessment was that there's room in the market for a brand positioned and differentiated on personality alone – one that’s friendly, inviting, a little cheeky and relaxed.

It’s certainly a novel idea in the water category but in the marketing world it’s not new. Many categories have products which have successfully used attitude and personality as the basis for the brand when little functional difference from competitors. Ted for example – launched by United Airlines before Song, Jet Blue or Virgin existed – was really no different in pricing and product offering than Southwest but had a unique brand personality of friendliness, openness, simplicity and fun in the category.

With Fred, the packaging is the most tangible aspect that supports this 'water with a different point of view'. Against a clutter of rounded bottles that fit ably only in cup holders, Fred stands apart. The brand’s relaxed, laid back persona is reflected in how easily it slips into a jacket pocket or back pocket, and even how comfortable it feels in the hand.

One part of this brand’s distinctive visual identity that’s hard to overlook even though it wasn’t mentioned in the presentation is an alcohol cue. The bottle has a hip flask shape immediately recalling the smaller sized package that spirits are sold in. The further reference to “velvety-smooth” spring water on the reverse side suggests the association to liquor is not an accident. It will no doubt only add to the appeal of brand coming to a grocery store near you soon.