We always mention how much we love the LogoLounge wesbite and book series. So, it’s always a great honor for us to have our work included in another volume of the excellent and popular series. Some of our conceptual work for Mesí and final identity for Ignite are included in this volume.
It’s been busy around here, and we’re finally about to slow down a moment to talk about some of the work that has kept us so engrossed.
We’ve posted some new projects in our portfolio, including some fun, family-centered work for YMCA of the USA, as well as the interactive brand presence for new children’s apparel maker pipopipo. Check out the linked project descriptions and drop us a line if you’d like to discuss how we might partner with your organization for similarly awesome results.
We just wanted to give a congrats to our great client and friend on the birth of his brand-new line of childrens’ clothing, pipopipo. The line is debuting this week at the MAGIC show, and will be available very soon. We partnered with pipopipo to craft the brand’s online experience and assisted with illustration and brand strategy. More to come on that soon, but until then, here’s a fun shot of Matt Sanders, CEO, at the launch.
Our short musings on design, branding, business and the human condition.
I haven’t been in a comic book store in at least seven months. I get pubs electronically on my iPad now. I just happened by a comic book store last week, in Chicago’s Loop, and was drawn in. It’s a different experience.
Electronic everything is turning whole industries and business models on their heads. It happened to music. Publishing is the latest. But just because songs, stories and images can be served up on a screen and delivered much like their printed or published counterparts doesn’t mean that the entire experience is duplicated.
Browsing is different than searching. Searching is “need it today,” task oriented, goal-focused — all on the act of getting or acquiring, comparing or contrasting.
Browsing is different. It’s the longer, meandering road to the same destination. But along the way it introduces nuance, context, and the serendipity of discovery. Things look different when categorized in ways the don’t bend to the whim of user-generated search results or keyword association.
Magazine racks have context. Book stores have ambiance. Clothing displays create connection in ways that disassociated products do not. A thin layer of rich, nuanced, personal experience can often get stripped away if a brand isn’t careful. It takes smart people to understand the value of that experience and know when it can’t be replicated.
Our short musings on design, branding, business and the human condition.
Most of us are awed by the marathon runners who push past their physical and mental limits (sometimes frighteningly so!) and move on to do something impressive. But it’s much harder (and less socially acceptable) to do that kind of scratching and clawing within an organization. Great brands, excellent products, impressive results — all of these things are done by people without excuses, individuals who have ignored the limits inside themselves, or those imposed by others. Why not bring a little of that limitless thinking to our everyday work?
When you talk to startups, CEOs, and others, it seems like everyone wants to be the “next Apple,” “just like Nike,” or to do things “the way Starbucks does.” Admittedly, these companies are icons and have surpassed the competition to become larger-than-life brands, symbols that stand for things both larger and more sweeping than the commerce they generate. But it’s not like any of them pushed a magic icon button to make it all happen. There’s no road map to guaranteed iconic status, or our world would be vastly different, to say the least. But if we dissect these kinds of rockstar brands, and remove the lucky breaks, the passion, sweat equity, and visionary leaders, what is left? We believe there are some fundamental activities remaining that help illuminate the roads a brand must take to becoming an icon.
Our short musings on design, branding, business and the human condition.
With apologies and a tip of the hat to Kevin Costner for his wonderful Crash Davis speech in “Bull Durham”:
“Well, I believe in the Big Idea, the pitch, the hands, the power of a well-crafted phrase, the value of sketching, exquisite craft, late nights, that the work of David Carson belongs in the 1990s. I believe Paul Rand acted alone. I believe there ought to be a constitutional amendment outlawing advertising as branding and horizontal scaling of typography. I believe in the group critique, eyeball-searing visuals, under-promising and over-delivering, and I believe in long-term, ambitious, deep, professional dreams that will last the next three decades.”
While this season’s Lexus December to Remember holiday campaign is being panned, ridiculed, and parodied, we took notice on the astonishing long-term brand ramifications of it all.
Team One, a unit of Saatchi & Saatchi, created the commercials, in which an unsuspecting husband or wife is confronted by the Lexus December to Remember jingle (you’d know it if you heard it), while their partner watches and waits in gleeful anticipation. The delivery method varies from spot to spot (a rock-band themed video game, a crystal music box, and oddly, elevator music), but the hook remains the same — slowly, the gift receiver recognizes the music (as does the viewer) and realizes they’re about to receive a $30–80,000 present. The big reveal is the couple walking towards a brand new Lexus, as always, topped with a big, red bow.
The messy societal issues of such a campaign aside, the ads are a brilliant example of how short-term brand coherence can pay off in the long run, in surprising and unexpected ways.
Lexus first began using the jingle, a shortened version of songwriter Steve Kujala’s “Family and Friends,” for the local Los Angeles market in 1999, taking it, and December to Remember, national in 2001. Year after year, come November, Team One and Lexus returned to the jingle, and now, 13 years later, it’s built up massive amounts of brand equity.
13 years is an eternity in the advertising world, and most jingles — even those supporting entire global brands — don’t have a shelf life half that long. Here we have a single seasonal campaign whose theme music has become so recognizable, that it itself can act as a playful hook supporting an entire campaign, almost singlehandedly.
It’s these kind of results that show why brand equity is so important, and why sticking to your branding year after year can yield unexpected — and invaluable — results. No amount of money could have bought Lexus that kind of consumer recognition in a year, or even two. In branding, just like cooking, time itself is an essential component that can’t be replaced.
So what do you think? Are there other seasonal campaign jingles that can hold a candle to Lexus’ December to Remember? Let us know by leaving your thoughts in the comments below.
Halloween is a hoot — let’s just get that out of the way. But for a seemingly-superficial holiday (dress up and get candy/get drunk), there’s quite a bit going on behind the scenes culturally. And for those of us in the branding world, that’s even more intriguing than the sweets (though less delicious).
This Halloween, we’ve noted the increasing trend for Trick-or-Treaters and Halloween partygoers to forego the traditional fun and/or scary character costumes, and don brand-specific consumer product attire for their once-a-year holiday getups. More and more Xbox consoles, Hershey Bars, Facebook pages, iPhones, and Schlitz beer bottles are sprouting arms and legs each year.
Like a plot twist gone astray, the streaming film company, Netflix, has once again befuddled customers by reversing course with a recent brand announcement. Weeks ago, Netflix announced its intention to divide its streaming and physical mail business units into two separate entities, while simultaneously apologizing for recent price hikes. This effort was intended to kick off the renamed DVD mail service, christening it Qwikster. Apparently, public outcry and common sense won the day, as Netflix backtracked and rejiggered its plans.
This on-again, off-again game of brand Twister has damaged the Netflix name and its brand cache. While we can only guess at the business reasons that motivated these decisions, it’s plain to see how Netflix shot itself in the foot from a brand perspective.