Being that I’m a PC user and that I have a Droid phone any devoted Apple fan reading this is probably saying “She just doesn’t get it.” Perhaps it is the age old PC versus Mac battle that prohibits me from running to Apple’s website every time they drop a new product. Despite my tech preferences, working at a company that focuses on strategy & communications means I definitely have noticed that Apple does a fantastic job at creating buzz for their brand. I think a huge part of the company’s success is their clean design and sleek communications. Everything from their website, to their television ads, down to their packaging is always consistent and simple. Like I stated before the Iphone4 is just a cell phone but Apple makes us feel like it is a part of life as we know it. It doesn’t just have longer battery life; it has longer battery life so we can talk to our grandmothers longer. The phone doesn’t just shoot HD movies; it vividly captures your child’s first steps.

You don’t have to be selling an expensive high tech gadget to get people talking about your brand. Take into consideration banks.  They all do the same thing and give or take, offer the same services.  With campaigns geared towards the convenience of having the most ATMs available across the U.S. or telling us how savings accounts are how dreams start, banks are also selling us lifestyle versus financial services.

Whether it’s a new product or service you are launching just remember using strategic marketing geared towards your targets lifestyle and pairing it with beautiful design will always get you good buzz.

We came to the conclusion that a great leader, is many things, but one very important one is a disseminator. A great leader is someone who spreads their ideas and vision to other people. Either through publications, speaking, coaching, mentoring, a leader is apt at “planting seeds” in as many places as possible not only to give greater life to his ideals, but also to help others grow with them.

Wait a minute, I thought! That sounds strangely like men’s biological function. As participants of life, men are programmed to spread their seeds as much as possible. From the sheer amount of sperm they’re able to produce, to the oft quoted idea that men are meant to be with many women, men are trained by nature to spread and create as many of themselves as they can. It’s part of the formula that allowed the human race to succeed.

It hit me that that is exactly why men have traditionally been “the leaders” in our society. It’s never been about men being better than women, its simply that their biological preparation has trained them to do what leadership has traditionally demanded. Replicate as much as possible!

Today however, we are in a world where the greatest imperial powers have crumbled. The largest companies that we have built have collapsed and to top it off, the economy has forced the greatest builder of the biggest stuff on earth, Dubai, to stop building. What does that tell us? Spreading your seed is not enough. It is good to expand, but what’s the point of doing so if everything you plant goes bust? What’s the point of having thousands of employees if you can’t properly nurture them? What’s the point of invading other countries, if you can’t handle them? What’s the point of having tons of children if you can’t love them all?

Women however are the nurturers. They are predisposed to take nascent beings, ideas and concepts and patiently nurture them to bring life. They are also more emotional thinkers, a value that has long been missing from strategic decision making. Women are also less impulsive. They are adept at thinking through a decision without diving in head first. Case in point, women investors perform much better than men. They lose a lot less money in tough times and earn more in the long haul.

The point is this. Today is the day for female leadership. Not because I’m a feminist (because anyone who knows me knows that that is the furthest thing from the truth), but because our economy and our society are in need of nurture and cultivation. This also doesn’t mean women leaders. What it means is thinking critically, investing in projects and seeing them all the way through, not just growing for growing sake. Employees are more dissatisfied than ever in big companies, people are tired of the demands and consequences of the bigger, faster lifestyle, our children need our attention. It’s time we invest in that that we’ve built and begun before going on to the next big thing. This will not only give us purpose, but further create sustainable ideas and businesses that are fundamental to growing and giving new life.

I have mixed feelings about this. The designer part of me thinks that it is inappropriate and offensive what Greenpeace is doing. Who are they to release the logo file to the general public, just for them to butcher it? But then the other part of me, thinks that the brand is all but dead, there is no way that if they survive as a company, that they will actually keep the same brand identity. This logo contest is a demonstration of people protesting what is going on, it is a creative way for them to express their frustration and disappointment with BP’s handling of things. Every day there is news of either more setbacks or other equally depressing news that an entire ecosystem is slowly being destroyed due to negligence and greed. I don’t know whether all of their PR people have quit or just have no idea how to handle this, but the lack of sincerity and apology is distressing. And their CEO certainly isn’t helping matters either.

We live in a digital age, where news spreads in less then 140 characters. People have jumped onto the virtual protest bandwagon and are using digital media in new and savvy ways. Let this be a lesson in corporate responsibility, that if you let bad things happen, people may very well take your brand into their own hands.

The holding company for the new entity will be named United Continental Holdings, Inc. and the name of the airline will be United Airlines. The marketing brand will be a combination of the brands of both companies. Aircraft will have the Continental livery, logo and colors with the United name, and the announcement campaign slogan will be “Let’s Fly Together.” The new company’s corporate and operational headquarters will be in Chicago and it will maintain a significant presence in Houston, which will be the combined company’s largest hub. Additionally, the CEO will maintain offices in both Chicago and Houston.
— Press Release

When looking at the long-running brands for each of the airlines, I have always thought that United has done a pretty stellar job. This is partly due to the fact that United is based here in Chicago, and flying in and out of O’Hare, it is hard to miss the impressive over-haul of the United terminal and the branding throughout. Overall, the United logo is cleaner and more modern while the Continental logo looks outdated and heavy. The now long running illustrative ad campaign that United launched a few years back was imaginative and ahead of it’s time. It made companies re-think using illustration in their ad campaigns and branding. And let’s be honest, has Continental done anything memorable in the past decade? In an odd twist, both companies worked with graphic design great Saul Bass to help create their logos. He created the original tulip icon and identity for United and he also created the 1968 jet stream logo for Continental Airlines.

As far as the idea of taking the best from both logos,  I think that the decision to use the Continental icon with the United name in the Contintental typeface was a poor one. If anything, it should have been the other way around. If it’s keeping the name of United Airlines, wouldn’t it have made more sense to continue with the United branding and keep the brand equity intact? I can only hope that in the future, this logo and brand will be reconsidered and re-branded, they have nowhere else to go but up.

Hire Professionals! – Probably the number one step people feel they can bypass is hiring professionals to help them launch their brand. Most people avoid this step because they want to keep cost low. At first consultant fees may seem like a pretty penny but in actuality the money you will spend hiring experts is nothing compared to the money you could potentially lose by blindly going into a new venture. I recommend you seek out someone who can help you with the strategy of your launch as well as someone who can help with the look of your brand. In fact save yourself the hassle and hire a company that can do both!

Know your competition- Almost every wonderful idea you can think of belonged to someone else 5 minutes ago.  Competition is everywhere and it’s important to know whether you stand a chance in your market or not.  Research is critical in order to create a smart plan that stands out.

Strategic planning is your friend – Take your time to develop a thorough strategic plan. Most launches fail because the people behind them never bothered to create a plan. It’s easy to get caught up in the excitement of a great idea which can sometimes lead to off-the-cuff decisions. Just remember all buried treasures require a map to get to them.

Baby steps- If your idea or product is as good as you think it is what’s the rush? There is no need to make a full investment right out the gate. A soft launch or test run to see how your new brand fares in low stakes situation will save you and your wallet from any unexpected curve balls.

Time to assess – Once you have taken all the above mentioned steps take a step back and assess what you have learned. If people are raving about your soft launch it’s a good time to start making a significant investment into your brand. Did your test run fizzle? Perhaps it’s time to tweak a few things and go for a round two.

Launching a brand can seem a little overwhelming but a good idea paired with a good plan is always a success.

Here is a compilation of 10 things that I have learned in the past 10 years:

1. Find a good mentor. This is especially important for young designers, because though they may be filled with a lot of knowledge, there is a lot of wisdom and grace involved with working with clients, managing a project, taking criticism and re-working a concept. None of which are taught in school.

2. Form follows function. This statement has always been open to argument. But when it comes to doing branding work for a client, specifically here at Blue Daring, the end goal is to create a design solution that fulfills the client’s strategic goals, not just look good. This solution is usually driven by a marketing strategy or strategic planning session. Without knowing what the client wants, there is nothing to design, it would be like placing the proverbial cart before the horse.

3. Triple check your work. Get in the habit early on of re-reading an email before sending it, reviewing files with a fine tooth comb before releasing to print, and making sure links are working before sending to a client. The devil is in the details, and at some point in every designer’s career, you will likely screw up.

4. Burnout happens to everyone. To think creatively all the time is taxing. Sometimes a project can drag on forever, clients can be difficult or you just get into a rut. Sometimes simply putting on the headphones and listening to some music or going for a walk can be mind clearing. Having another creative outlet other then designing is essential for re-igniting the passion that made you choose the creative path in the first place.

5. Learn the business side to creativity. This is helpful on so many different levels from reading a statement of work to pitching a new client. It is important to have a basic understanding of how businesses run and make money. This understanding sharpens your business acumen which can be a valuable addition to your company. It also helps you to understand strategy which is the driving force behind your design work.

6. Read design blogs. Blogs can be wonderful resources for creative professionals – there are tutorials, talks by well known designers, and interesting perspectives on all things design.

7. Beware of working with friends. It may sound like a good idea to work with a friend on a project, but tread very carefully when working with someone you know. There is always a chance that working together could wreck havoc on your friendship. There are a lot of variables to a project, starting with getting honest feedback. A good rule of thumb is to go by one degree of separation, which brings the risk factor down significantly. And if you do decide to go down this path, having a clear idea of what they want and what they should expect with a agreed upon time line makes for a solid start.

8. Do something different. Inspiration can be found in the strangest of places. A change in scenery allows you to think differently. Getting out of your comfort zone can be difficult but most of the time I have found it to be tremendously rewarding and kick myself for not doing it more often.

9. Learn how to present your work. In whatever field your in, the skill to eloquently present your work with both sound reason and great detail is invaluable. It’s tricky because design is something that takes hours to work out and there are a lot of mouse clicks that need to be accounted for. The phrase “because it looks good” never, I repeat never, goes over well. Clients want reasons and rationale for why something looks the way it does, they usually don’t have as active a right side of the brain as you do. Learn to articulate, it is an essential skill to grow.

10. Be professional at all times. I think that creative professionals get a bad rep and are often portrayed as jeans-wearing, coffee-drinking slackers who can only be found on their iPhones and MacBook pros, which certainly is not the case. Have an understanding of dressing appropriately, speaking in meetings, and communicating with clients and co-workers. Know your boundaries and follow accordingly.

I will be the first to admit that I am a work in progress and feel like I am always learning and trying to improve. I am curious what the next ten years will bring. I can only hope that I will still be doing work that I enjoy so much.

Growth can be achieved through acquisition, a very large project or organically with time. Regardless of the route, however, one must be ready for the journey. Growth is like mountain climbing. Prepare, and you can have one of life’s greatest epiphanies when you reach the top. Don’t prepare, and spend many months in the hospital – if you’re lucky.

I’ve recently become interested in quantum mechanics, the study of energy and the behavior of particles at the atomic and subatomic level. (If you’ve never heard Richard Feynman speak about physics, now’s the time.) When you look at life on such a basic level, it is easy to discover patterns recognizable in everyday life and more specifically its growth.

Below are three simple lessons of nature we can use to grow:

1. Shaking Things Up Is the Only Way
It’s not easy to create an atomic event. Atoms (and most all objects in the universe) are surrounded by an energy field and as such they bump into each other constantly. It takes a specific event, such as heat, to make them move superfast and bump into each other hard enough to join and change states. Think about what happens when you heat water; it turns to steam. Growing or changing anything, including a business, takes an event – some impetus or better many, that will make things happen. Identify a new market base that wants your product, launch an internal incentive program to motivate your staff, hire another development professional – but whatever you do – do something!

2. Destruction is Part of Growth
When two particles combine they cease existing in one state and become another. That said don’t be afraid to end a few things in bring life to others. Maybe you need to let go of two mediocre employees and hire a single great one. Maybe you have to end a longtime partnership thats been taxing on resources in order to open your time for new and improved relationships. Maybe you have to shut down one of your slowest offices and use the money to invest in a marketing campaign. Always remember that every end is a beginning for both you and everyone involved.

3. Growth Needs a Framework – Yours
This animation demonstrates beautifully the wave activity in two spaces (quantum dots) – one square and the other triangle.

The result of any expansion of energy is shaped by the environment in which it happens. When you are expanding your organization, you must establish a framework, of your design, with which it harness it. Create a framework for your growth activities that makes each moment an active contributor to your end goals. Implement processes to help you manage new accounts, use technology to help you decipher mass amounts of information, develop a formula for sales based on your recent successes. Take nuclear energy as a perfect example – if contained it can eliminate the world’s reliance on natural resources – if uncontained it can destroy it. Harness your growth strategically and succeed.

2010 is all about growth. It’s the spark and the subsequent foundation for new businesses, stronger organizations and slowly, but surely, an economic recovery. We are working with some great organizations to help them grow faster than ever. Contact me personally and let us help your organization achieve greater things. After all, seven is my lucky number and 2010 can be yours.

We are in the business of communications and strategy and every day we work hard for our clients. We always try to give them great service, because we know that good customer service translates into good relationships. If we are a pleasure to work with, clients will remember this and want to work with us again and will hopefully also recommend us to others.

Here are some ways to play well with your clients:

1. Establish clear communication early: Communication is going to make or break your relationship. For any project, it is important to have clear expectations of the outcome of the project so that both you and your client are on the same page. Figure out what is the preferred method of communication with your client, whether it is by phone, email or face-to-face and keep the communication constant and fluid so that there are no questionable gaps of time. Establish a good rapport with your client and get to know them. This can spark future conversations and connections to them which is always value added.

2. Listen: Asking questions and listening to what your client needs, wants, and expects is key. Translating these into captured meeting notes and goals for the project is an effective way to show to your client that you are listening. Don’t be afraid to make sure that what was noted is what they meant or ask for any kind of clarification. It is in the client’s best interest that you have a clear understanding of everything.

3. Delivery: It is our job to know what is expected and also our goal to exceed expectations by delivering great work in a professional and timely manner. Presentation of work should always include your logo and branding, and a thoughtful explanation of the concept and process. It is a nice building block to help the client understand where you are coming from instead of expecting them to understand everything.

4. Feedback: Clients feedback varies, sometimes you hit the mark and other times you don’t. In this case, you need to bounce back and not let it bring you down. Talk with your client, accept any criticism they may have and if need be go back to the drawing board with them and try to brainstorm new ideas. Chances are the collaboration will yield a better solution overall. Showing that you are flexible and nimble makes the process less frustrating on both of you

5. Follow up: Sending a thoughtful email or note after meeting someone or finishing a project. It is a good way to stick in people’s minds for future work.

The ad is part of the new anti-smoking campaign from the city’s health department showing shocking photography of exactly what smoking does to your body. This is not the first time the health department has taken this type of controversial approach. Last year the NYC health department had advertisements warning of the health risks of soda. The ads depicted soda bottles filled with body fat being poured into drinking glasses. New York also has free condoms available at stores through out the city to promote safe sex. A lot of people think these sort of initiatives are vulgar but I find them not only refreshing but totally appropriate. New York is known for being this sort of gritty and real city. Deemed the city that never sleeps, everyone in NY is always on the go and in hurry. New Yorkers get a bad wrap for being “mean” but in actuality they are just so on the move they don’t have time for unnecessary pleasantries and small talk. A feel good wordy advertisement would be totally wasted on this fast-paced community.

Here at Blue Daring we really value information consumption. We think it is important to understand your target audience and deliver your message in a consumable way that resonates with them. The NYC Health department presented a real in-your-face ad approach to a real in-your-face city. Would this campaign work in a small middle-of-nowhere town? Fuggedaboutit no chance. But it is right at home in New York. Knowing your audience and adapting to their tone and lifestyle is a sure fire way to have a successful campaign.

NY ANTI SMOKING POSTER

In the past Maker’s Mark advertising has been consistent with the look and feel of the product — a very classic, refined and exquisite spirit. They usually pair their classic image with tongue-in-cheek copy to keep it current, modern, and with the times. While out and about our president Melissa noticed this new billboard and snapped this photo with her cell phone.

This ad is a prime example of a company trying to keep up with changing trends but losing their brand consistency in doing so. Simply slapping what appears to be a cut-and-paste friend request button onto an existing company stock photo not only lacks creativity but weakens the company’s brand. If I could give this ad a makeover I would love to see a picture of someone serving a Maker’s Mark cocktail and copy along the lines of “Watch the friends start pouring in.” with a URL to their social networking site.

It is important to be conscience of the delicate balance between current trends and your brand’s integrity. I commend this company for including social media into their marketing approach but what looks like a lack of strategy and creativity has left them with an ad that has missed the mark.