BrandInnovator

Tuesday, July 23, 2013

10 insights about corporate creativity from J.Crew CEO Mickey Drexler

"I talk to so many people about the lack of creativity in companies in America. Part of creativity is contrarianism, " says Mickey Drexler, CEO of J.Crew.

"Creativity battles common wisdom. Because if there's common wisdom, there's an opportunity. In my own experience, whatever was a good idea was a bad idea to most people," he says in a recent interview with Fast Company.

Here are ten of his insights on what it takes to be creative.

Read the full article at http://www.fastcompany.com/

Monday, July 22, 2013

8 reasons I blog

What is a blog for?

It is for sharing. But it's also for me.

I don’t just think it -- I ink it.

Reach out and seize the day.
Settle for more.
Get off the beaten path.
Make time for what you love.
Relish the joys of living and giving.
Look for the good and you’ll find it.
Open your arms and take it all in.
Life is the grand adventure and any life worth living is worth recording.

Thursday, July 18, 2013

Seeing the same brand hallmarks in new ways: Lessons for N-of-8 from James Bond

When using the N-of-8 process, it’s important to remember that you’re not just writing a story – you’re developing a BRAND story.

So the core brand hallmarks must be presented and maintained consistently. But that doesn’t mean the story can’t be told in many different ways.

Consider the series of James Bond movies. Even across all the installments, there are elements that make a 007 Story:

British
Spies
Music
Bond girl
Shaken-martini
Villain
World domination
Opening
Gadgets-M
Cars
Gambling
Gun-eye
Branding (despite star changing)
Exotic locations
Big names
Q
Cool
Sophistication
Clothes
Near death

With these central and fundamental ingredients, many stories can be crafted with their own unique locations, characters, plots, dangers, and fantasies.

Far from limiting your creative potential, defining the brand hallmarks gives a structure to which you can then build endless story possibilities.

The same principles can be seen when analyzing other popular movies series, like Star Wars, Indiana Jones, Pink Panther, and Rocky. That’s why I often use these as a warm-up exercise with our creative teams before we start writing stories for N-of-8 groups. It helps us find parallels, archetypes, villains, conflicts, and climaxes. We recall the look of the titles and credits. We even sing the theme song or hum the main chorus.

As you begin crafting your brand’s story, put together a list of the escapades you’ll experience.

Wednesday, July 17, 2013

California Pizza Kitchen to get a brand face-lift

My favorite national pizza chain, California Pizza Kitchen is getting a dramatic brand face-lift.

From Bloomberg BusinessWeek comes the details:

The West Coast-based chain intends to phase out its longtime yellow-hued bistro look in favor of a more local, earthier scheme, which executives described as “rustic,” “organic,” and “relaxed.”

Thirteen restaurants will take on the new look by year-end.

“We need to be on trend,” said Chief Executive Officer G.J. Hart. “Every restaurant concept needs to stay relevant.”

The new CPK recently arrived at the Westfield Topanga mall in L.A., where it uses reclaimed materials including old railroad trestles from Utah and tabletops made from barn doors.

Other details include chalkboard signs and herb walls with basil, sage, and fennel. Diners can sit at large communal tables. And outside the restroom is a unisex hand-washing station “meant to evoke a warm family home,” according to the article.

CPK opened another restaurant using the new design in Florida’s Sawgrass Mills mall in December.

Also part of the brand “evolution,” as the company is describing it, are reworked recipes and the addition of “artisan ingredients” such as “table-side pours of white truffle oil” to complement certain dishes.

What has prompted these updates? The chain, which has 268 locations worldwide, saw revenue fall in 2009 and 2010 following the economic downturn. Its core customers are ages 25 to 45, skew slightly female, and have higher-than-average income. They are also mostly single—only about one-third have kids.

Here’s a look at the new design:

Monday, July 15, 2013

KOKA Music 1550: my first job in radio

In the summer of 1978, I got my first job in radio.

I was the nighttime and weekend DJ at KOKA AM 1550 in Shreveport, LA.

Here is the building that housed the station.

I also read a little more history of the buidling.

"The 1959 dedication of the KOKA Radio Station building on Milam Street drew a crowd of 10,000 locals, as well as appearances by national celebrities. Beloved KOKA personalities such as Sunrose 'Gay Poppa' Rutledge, Jr., Willie 'Uncle Bill' Caston, and B.B. 'Bird Brain' Davis provided entertainment and information in a format that included gospel and rhythm and blues."

source: Louisiana Regional Folklife Programs

KOKA was Shreveport's first black owned and operated radio station and where many locals got their first exposure to Blues, Rhythm and Blues, Gospel, Soul and Funk.

And I still appreciate Gay Poppa for giving me my first shot in the business.

Soul Brother #1, James Brown drops by KOKA in 1967 to chat with 'Uncle Bill' (left) and 'Gay Poppa' (center).

Sunday, July 14, 2013

7/13 evening with Natalie Merchant and Columbus Symphony: a review

I enjoyed a beautiful evening Saturday listening to the "distinct contralto voice" of Natalie Merchant, backed by the "layered, lush and lovely" Columbus Symphony.

I'm sure most of the crowd expected a pop star, radio hits concert. But I knew from reading previous reviews that the set list would be heavy on lullabies and poetry-inspired recent work.

Overall, it was Natalie at her finest and completely on her brand.

For me, highlights were:

Verdi Cries, a track from Natalie and 10,000 Maniacs
works from Leave Your Sleep
works from Tigerlily included My Beloved Wife and Seven Years
Life is Sweet and She Devil
Plus, a couple of tunes from a forthcoming solo album

She closed with an encore of

Wonder
These Are Day
Kind and Generous

sold out outdoor venue at Columbus Commons

Impressed with the talents of the orchestra, and the team that helped them sound great

The grounds of the Commons were in full bloom

The table seating added another dimension to the experience

A clear night under the stars and under the lights

The crowd really got into the second half, which featured more hits

During the encore, I went up to the stage for a closer look

Natalie was having a great time, and savored the sound of the Symphony, too

When the stage cleared, the sheet music of Kind & Generous was a reminder of appreciation

Wednesday, July 10, 2013

How to leave a voicemail: 8 questions to answer

After the beep, make sure you're answering these questions:

WHO ARE YOU?
WHAT DO YOU DO?
WHY ARE YOU CALLING ME?
WHO ELSE DO YOU DO THIS FOR?
WHAT’S THIS ABOUT?
WHAT DO YOU WANT FROM ME?
WHAT DO YOU WANT FROM ME?
HOW LONG WILL THIS TAKE?

It might sound like this:

This is ___________.

I run the _____ department at _____. I’m calling [date, time].

We’ve never met, and I don’t have any connection or credibility with you yet. However, I’m calling because next week I expect to be meeting with individuals at your level at several other major companies in your business when I’m in town, and I thought it would be smart to see you as well.

We help people in your business to [key benefits 1, 2, and 3]. Our key points of difference are ____ and ____. We may be able to do the same for you, once I understand your needs.

I’m calling to find out who is the most appropriate person to meet with. I’m also putting in calls today to [names of Leverage Points within the listener’s organization] to leave this very same message.

I’d like to schedule a 20 minute meeting with you, or whoever is the appropriate person, regarding [your offer].

We can meet at ____ on the afternoon of _____ or ________.

Most of the customers we deal with involved their CFO’s, vice presidents or ____, and _____s because ______. Therefore, you may wish to include them as you see fit.

My phone number again is (speak slowly and clearly) and my email is (spell it out clearly).

Monday, July 08, 2013

Obama relied on a technique like N-of-8

I enjoyed re-reading the TIME Person of the Year issue recently. And in doing so, uncovered another case study for our N-of-8 customer interaction tool.

"In early 2011, David Simas, a former registrar of deeds in Taunton, Mass., who had become a senior White House aide, switched on what might be called one of the largest listening posts in U.S. history.

"For months on end, two or three nights a week, Simas and his team secretly gathered voters in rented rooms across the swing states, eight at a time [emphasis added]...poked at their guinea pigs’ animal spirits, asked for confessions and played word-association games.

"Live feeds of the focus groups were shown on computer screens at campaign headquarters in Chicago."

Saturday, July 06, 2013

940 Saturdays

940:

that's the number of Saturdays between the day your child is born and the time he or she turns 18.

The phrase might serve as a reminder to cherish the time you have with your child and to use it wisely.

From No Regrets Parenting by Harley Rotbart, MD (Andrew McMeel Publishing)

Tuesday, July 02, 2013

A Sunday afternoon walk reveals new sights along a familiar path

I've run the Alum Creek trail in Westerville many times over the past two years.

So one Sunday afternoon, I decided to walk...slowly...along the path. And I saw things I'd never seen before.

Here are a few of my favorite images from the day.

Monday, July 01, 2013

4 people you need to forgive -- shared by Brian Tracy

There are four people you need to forgive if you are serious about changing your life and learning how to live in the now.

Brian Tracy writes about these in “HOW TO LET GO: Four People You Must Forgive.”

Parents (living or dead). You must absolutely forgive them for every mistake they ever made in bringing you up. At the very least, you should be grateful to them for giving you life. They got you here. If you are happy to be alive, you can forgive them for everything else. Never complain about them again.
People from your past marriages or relationships that didn’t work out. These intimate relationships can be so intense, and so threatening to your feelings of self-esteem and self-worth, that you can be angry and unforgiving toward those people for years. But you were at least partially responsible. Have the personal strength and integrity to say, “I am responsible,” and then forgive the other person and let him or her go. Say the words, “I forgive him/her for everything and I wish him/her well.” Each time you repeat this, the negative emotion attached to the memory will diminish. Soon it will be gone forever.
Anyone in your life who has ever hurt you in any way. Let them go. Forgive every boss, business partner, friend, crook or betrayer who has ever caused you grief of any kind. Clean the slate and forgive to forget.
Yourself. You must absolutely forgive yourself for every silly, senseless, wicked, brainless, thoughtless or cruel thing you have ever done or said. Stop carrying these past mistakes around with you. That was then and this is now.

Brian Tracy is Chairman and CEO of Brian Tracy International, a company specializing in training and development.