Alright…let’s start this entry off with a Roadrunner/Wile E. Coyote short, easily one of my favorite duo’s in cartoons.
Now that your brain is thinking cartoons, I want to talk about the Art Gallery of Alberta’s Warner Bros. exhibit that opened up last week. While I personally have not had a chance to see the actual exhibit itself, some of the promotional pieces and events promoting the exhibit are definitely creating a lot of excitement and buzz.
AGA commissioned local illustrators Keith-yin Sun and Judi Chan to do a post card series, where they took classic Warner Bros. characters and gave them an awesome retro-minimalist spin. Check some of them out below…
If the beautiful postcard series and an art gallery exhibit about cartoons isn’t enough to entice you, how about a full blown opening gala? On July 10th, AGA will be hosting a Late Night Art Party, part of their Refinery party series. The event will feature performances from Alberta artists and DJs including interactive live drawings by local designer Sarah Jackson and a limited edition graphic novel penned by Josh Holinaty, an Edmonton illustrator. Sounds like it’s going to be a great time! Come hang out with Urban Jungle that night!
Although I’ve never been there, I’ve always held a special place in my heart for Iceland. They devote so much time and government spending to the arts, they produce amazing musicians (Sigur Ros and Bjork anyone?) and it’s just a damn beautiful looking place with beautiful looking people.What’s not love?! I’m also married to a travel agent and as a result have seen my fair share of tourism campaigns…some great, some terrible. That’s why it was so great to come across the Inspired By Iceland tourism campaign.
Lately Iceland has been hit pretty hard. The global recession lead to some of their major banks collapsing and as if the threat of national bankruptcy wasn’t enough, in the last few months a major volcano, Eyjafjallajokull, erupted causing wide spread flight cancellations and massive damage to the country’s rural areas. So much emphasis was placed on the impact the volcano had on European air travel that people seemed to forget that it severely impacted Icelanders way of life.
Anyways, it’s great to see something as positive as the Inspired by Iceland campaign come out of all this hardship. It really shows how beautiful and optimistic the country is. The campaign successfully integrates beautifully shot videos, web marketing and interactive features like user generated stories and galleries. The Inspired by Iceland video is fantastic, showing off the amazing landscapes and the fun loving spirit of its people (beware…tiny bit of nudity…not unlike a Sigur Ros album cover. *blush)
The Website is fantastic looking (Although I do have to say the background images weren’t big enough for my 27” monitor…but that happens sometimes) and has a ton of great content and links. I love that they included a “Book a Flight” link in the top corner, capitalizing on people being absolutely awestruck by the imagery. The user generated content is a great place for people to add photos and stories about why they loved their trip to Iceland and the live video feeds of various locations around the country are a nice touch.
I love that Inspired By Iceland understood that tourism is more than generating sales for local businesses. It’s about creating a memorable and emotional connection with the visitor, one that they will never forget. All in all a really great campaign that raises the bar for other countries looking to market their destination.
I love going through branding exercises with our clients. Why?
First, I find it absolutely fascinating to get to the root of the big questions.
Why do you exist?
What inspires you?
Why do you get up every morning to do what you do?
What experience do you want your customers to have?
These are tough questions that many business owners haven’t thought of since they wrote their business plan (you know, the one that’s sitting at the bottom of your desk drawer collecting dust).
I believe time should be dedicated to thinking about these questions on a daily basis, and at the very least, weekly. I realize that’s easier said than done; as a business owner myself I know all too well that it doesn’t take much to get bogged down in the details.
However, by forcing yourself to take a step back and “see the forest from the trees,” you will no doubt find new energy to persevere. The answers might take a lot of thought and probing, but once redefined, they always seem to give a greater sense of purpose, direction, and rejuvenation.
Second, the exercises force me to rethink the same questions for myself and the company I’m trying to build.
What’s at the heart of Urban Jungle? What guides me to want to build Edmonton’s next big success story?
1. For starters, I strive to keep good company.
Relationships are what my world is all about. Without them I have nothing. My family and friends are amazing and have supported me through some very difficult times. As some may know, I have recently expanded the Urban Jungle team and in doing so I have surrounded myself with amazingly talented and über cool people. Their creativity and passion inspire me and give me a reason to wake up every morning.
2. I try my best to only work with people whom I can see myself becoming friends with.
It’s definitely not the best decision from a business owner’s standpoint as I’ve turned down many well-paying jobs and I’ve fired lots of customers; but to me, negativity, nay-sayers, and uninspired people are not worth it – no matter how good the money may be. Most of my clients have become great friends. We go out for pints, we golf, we BBQ, and we have even attended each others’ weddings!
3. We want to help change the face of Edmonton one business at a time.
That may sound a little flaky but it’s true. There’s a lot of ugly, a lot of noise and a lot of misleading out there, and we Jungleheads see it as our mission to help change the way businesses relate with their customers. We want to grow, we want our customers to grow, we want Edmonton to grow, and we want to be a catalyst for change. While Urban Jungle will always be a small idea factory, we feel that simply by being a part of the creative process we can help elevate our city’s culture and be an agent of growth and positive change for our future.
Notice the ordinary. Preserve the ephemeral. Create ideas for everyone. Keep it simple. Don’t ever tolerate “o.k. anything.” Remember your responsibility as a storyteller. Make ideas your life (and life, your idea.) Leave something behind.
That is our mantra. And we try our best to live it every day.
One of the latest controversies to spin its web around the 2010 Olympics in Vancouver deals with sponsorship or better yet the lack their of. Many large corporations have been selected to play and pay the part to be the financial back bone of these winter games; altogether forking over $750 million that goes directly towards the VANOC budget. The issue lies with the “me too” businesses who want to capitalize on the patriotism, tourism and increased spending that comes with hosting a sporting event such as this.
What Exactly is Ambush Marketing?
According to Wikipedia the definition sits as such:
Ambush marketing is a marketing campaign that takes place around an event but does not involve payment of a sponsorship fee to the event. For most events of any significance, one brand will pay to become the exclusive and official sponsor of the event in a particular category or categories, and this exclusivity creates a problem for one or more other brands. Those other brands then find ways to promote themselves in connection with the same event, without paying the sponsorship fee and without breaking any laws.
The Rules of the Game
After reading what it felt like volumes of what not to do I have summarized it all with one list. If you are not considered a sponsor then legally one must steer clear from depicting anything that resembles winter sport, competition or mentions any of the following terms (on their own as well as combined) such as:
Olympic
Podium
Medal
2010
Vancouver
Winter Games
Rings
Inukshuks
The Chosen Team & Those Warming the Bench
At this point you might have to claim to be living under a rock if you did not know McDonalds, Coke and Hudson’s Bay Company had something to do with the Olympics. RBC or Royal Bank of Canada is also within the same league but it is truly those that were not picked to be with the “elite” that are the ones to watch for. These are the companies who don’t have a lot to loose if they can find a way around the tight restrictions set forth by VANOC; and they have. Roots, LuLu Lemon and Scotiabank are the three causing the most uproar with the two former launching their own clothing lines themed around a “certain” sporting competition that just so happens to be taking place in Bristish Columbia this winter. LuLu Lemon has even gone as far to name their line “Cool Sporting Event”; which cunningly omits all the terms (i.e. Vancouver, 2010, and Olympics) deemed unusable or treading on VANOC‘s turf. Scotiabank, in an effort to tag onto this new found love for Canada has also been tightrope walking VANOCs guidelines with their “Show Your Colours” campaign that conveniently runs the same dates as both the Olympic as well as Paralympic games. And despite the pleas from Vancouver’s governing Olympic body for these businesses to play “fair” it makes one wonder if is even fair to begin with.
Penalties (If Enforced)
At this stage in the game, almost halfway through the Olympics, both sides are pushing to see if one will make a move over the other. If found guilty of copyright infringement these businesses in question could be fined up to $1 million dollars and face a maximum 5 year prison term. The grey component with this is for VANOC to win the battle in court they must prove that the company (or individual charged) is creating a uncertainty among the public about who is an actual sponsor and who is not. And relying on the said public to agree one way or another is not something either party wants to bet on.
Player Backlash
Sponsors hate it because it creates confusion in the minds of consumers and worse yet choice.
Vanoc and the BC government see it as a direct hit to their profits.
The Own the Podium group considers it to be their main source of non-government funded income so any reductions to this directly affects our athletes.
Unchosen suppliers feel that it leaves the smaller businesses, who cannot afford to hand out $200 million to participate, left out in the cold.
Media have taken the stance that strict standards set early were too tightly governed and essentially created this clash.
Spectators and Commentator Reaction
And the consumers? Well that is up for you to decide… does it matter that the sponsors determine what you can eat, drink and bank with for 16 days? Does it bother you if the big players like McDonalds or unheard-ofs like Olympic Pizza are making profits during the games? If given a selection of items could you tell those that have been given official licensing and those who have not? Do you think it is fair that Own the Podium gains financial backing but Right to Play does not?
But most of all do you care? This is the real question that everyone is afraid to ask because… consumers if you don’t, it makes this issue irrelevant and the idea of asking millions of dollars from a handful of sponsors ludicrous. Not to mention puts the pressure to fund these games back on the government and back on us. Or would it? One might think it would change the strategy of the game, the make-up of the teams and possibly the result.
Recently, I outlined 2 of the 5 keys to successfully creating a mysterious brand. Today I’ll outline the final 3.
3. Tap into dreams.
Dreams inspire action and action encourages dreams. If you know what your customers or clients dream, it can only mean you are trusted and loved by them. Tapping into dreams is about listening to people. Being curious. Asking lots and lots of questions. The only way to be heard is to listen. Not just keeping your mouth closed between all the brilliant statements that you make, but really listening. Tapping into dreams is a powerful way to show others that you understand their desires and you can turn them into a joyous reality.
4. Cherish your icons.
Too often do I hear statements like, “It’s just a logo,” or “Logo’s aren’t that important – people put too much emphasis on them.” When an icon is belittled to the point of being called a logo, this is true. And for these people, that’s all it will ever be (poor them).
However, if an icon is truly cherished, nothing could be more untrue. Imagine a newspaper, choc full of information, headlines, facts, stories, and pictures. Now imagine as you turn to page B8 of the Business Section. Your attention is stolen, only for a fraction of a second. There is a little pink icon at the bottom right hand corner of the page. It is the Pink Ribbon of the Breast Cancer Society. Consider the power this icon has even though it entered your mind only for a millisecond! This little pink ribbon represents so much! Pain. Passion. Perseverance. Nothing out there cuts through everyday clutter like a simple, well designed icon. Why? Because great icons trigger memory and your heart is irrefutably attached to your memory.
5. Build on inspiration.
Inspiration is sudden brilliance. Inspiration has always had the power to transform lives, and inspiration can navigate people through the craziest, the darkest, and the most upside-down of times. Nelson Mandella. Have your ever heard 5 syllables tell such a compelling story? Very few names conjure more inspirational thoughts and ideas than his. Mandella is a true metaphor for doing what is right and holding to your principles. Capture the essence of inspiration and you too will be able to motivate others to act and change.
A couple weeks ago, I was discussing mystery and its integral role in creating solid relationships with your customers and clients. Today we’ll outline 2 of the 5 keys to successfully creating a mysterious brand.
1. You have to tell great stories.
If you choose to continue to live in the information world, you will undoubtedly find it is too difficult a place to stimulate action, let alone passion. It is not to say that information doesn’t matter – it does. Absolutely it does. (And all those stats and figures, those matter too). But it is not what attracts people to you. The sale is made long before information even becomes important.
Consider the greatest brands in your city. The greatest brands in your city are probably the greatest story tellers around, plus they probably use their stories to show why the information matters.
Have you ever been to a seminar where the speaker goes on and on with loads of stats, figures and reports? Did that promote you to act and create change? On the other hand, have you ever listened to someone tell a really great story? How did that make you feel? A great story at the right time can change our minds and release the vital “Ah-Ha Moment” because it taps into our emotions (positive and negative, whimsical and painful).
Stories are how you explain the world to yourself. It gives value to the things you love in life. Alice in Wonderland is one of the most interesting and beloved stories of all time, and it will endure forever. Why? Because there will always be someone new ready to hear the story for the first time.
So where do you find the Alice in Wonderland for your company? It comes from people. From the people who love what you do and care enough to tell you. Their experiences can harvest stories worth their weight in gold. Urban Jungle recently received a testimonial from one of our best customers. This story is so valuable we can only begin to describe it. What is it worth? 100 sales calls? Maybe a 1000? Actually now that I think about it, it’s probably worth 10,000; I really hate ‘sales’ calls! But to me it’s worth much more than that because it’s proof that stories and mysteries exist within Urban Jungle. And stories, like ideas are eternal. A good story about you and your company proves that you have fans, people love you, and you are a good person to develop a relationship with.
2. Exercise your past, present and future.
The world’s greatest brands unite learning from the past with understanding the dynamics of the present to create fantastic futures. They recognize that emotional legacy can inspire passion for the current and it can inspire the most loyal of fans.
Look to sports if you ever want to see the past working brilliantly together with the present and the future. When you close your eyes and think of the Edmonton Oilers, historically you’ll envision Mark Messier making plays; Wayne Gretzky scoring goals and shattering records; and Grant Fuhr stabbing his lightning quick glove hand into the air.
With the rush of the past should also appear nightmares of the present with ridiculously overpaid Horcoffs and hilarious losing streaks. And with the disdain of the present, comes dreams of the future in guys like Dustin Penner, Jordan Eberle, (and a 1st round pick yet to be determined) and ‘Oh Canada’ being sung by thousands of fans at deafening decibel levels once again.
Stanley Cups, game winning goals, hockey fever at Rexal Place; the energy created is something truly amazing and it is what will continue to inspire those who love sport to keep coming back for more.
I heard an inspirational saying by the New Zealand All Blacks once that sums this point up so beautifully,
“Preserving your body never enters your mind. Preserving your history never leaves it.”
The hairs stand up on my neck just whispering that.
Businesses are completely obsessed to organize and structure their world
so their customers “understand” and know everything there is to know about them. Why do you think this is? Do these companies figure that understanding will translate to a logical conclusion to purchase? Do you find it tough to communicate or get your point understood by customers? Perhaps it is because you are telling them everything and not leaving anything up to mystery?
Identifying benefits, outlining targets, drawing up plans and strategies, backing them up with statistics…man it gives me a headache just thinking about it! Strategies such as this in any line of business are grossly time-consuming and experience only moderate levels of success. Whether you are in the food business, the retail business, or any other kind of business, rethink your strategy. How can it possibly work that well? Everyone; all of your competitors have the same resources, the same information, and in many cases the same processes and people. What is your unique value proposition? What is your defining factor for success?
Great relationships thrive on learning, anticipation, and surprise. Think about any relationship you’ve had. When you know everything there is to know about someone, what is left for you to discover? Where is the wonder? Where are the opportunities? Where is the relationship?
As long as you continue to have goals, aspirations and dreams, you will always crave mystery.
Have you ever heard of anyone craving statistics or bar graphs? Me neither. Mystery invites you to feel emotion because it adds to the complexity of relationships and experience. Mystery lies in the stories, metaphors, and iconic characters that give a relationship its texture. Mystery is a key part of creating loyalty with your customers and clients.
Perhaps you are in a line of work that isn’t “sexy.” You may be asking yourself “Where do I find my mysteries? How do I create mystery within my organization?” The beauty is you already have mystery. Everyone has it – you just have to recognize it. There are 5 keys to successfully create a mysterious brand, which we’ll talk about in a future post.
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Lovemarks
Now imagine as you turn to page B8 of the Business Section. Your attention is stolen, only for a fraction of a second. There is a little pink icon at the bottom right hand corner of the page. It is the Pink Ribbon of the Breast Cancer Society. Consider the power this icon has even though it entered your mind only for a millisecond! This little pink ribbon represents so much! Pain. Passion. Perseverance. Nothing out there cuts through everyday clutter like a simple, well designed icon. Why? Because great icons trigger memory and your heart is irrefutably attached to your memory.
They recognize that emotional legacy can inspire passion for the current and it can inspire the most loyal of fans.
How can it possibly work that well? Everyone; all of your competitors have the same resources, the same information, and in many cases the same processes and people. What is your unique value proposition? What is your defining factor for success?
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