The Design Symphony Experience

The Best Creative Money Can't Buy

The interesting thing about the the video from will.i.am in my recent post is that it was created without any input, direction, or request from the Obama campaign.

As will.i.am tells it:

"I was sitting in my recording studio watching the debates...
Torn between the candidates...I was never really big on politics...
and actually I’m still not big on politics...

And then came New Hampshire... And i was captivated... Inspired...

I began making this song...
I came up with the idea to turn his speech into a song...
I wanted the inspiration that was bubbling inside me to take over...

so I called my friends...
and they called their friends...
in a matter of 2 days...
We made the song and video...

Usually this process would take months...
a bunch of record company people figuring out strategies and release dates...
interviews...
all that stuff...
but this time i took it in my own hands...
so i called my friends sarah pantera, mike jurkovac, fred goldring, and jesse dylan to help make it happen...
and they called their friends..
and we did it together in 48 hours...
and instead of putting it in the hands of profit we put it in the hands of inspiration...

You know you're delivering an impressive brand experience when your fans start creating their own ways to refer more business to you and promote your goals/dream/agenda.

After I sent out the video, my good friend and work colleague Berit sent me the following images created by Shepard Fairey - a well known artists of "Obey Giant" fame who specializes in the prolific stickering and flyposting of propaganda-style images.

Not only are these beautiful posters with powerful imagery, but once again, they were created by a "fan" who wanted to lend his own creativity to the cause. As he tells it:

"I first became interested in him [Obama] in 2004, after his speech at the Democratic convention and have been impressed with him ever since. I think I'm a pretty good judge of character and my feeling about Barack is he stuck his neck out by being against the war, he always seems to speak his mind whether it's the popular position or not and he just seems like he follows what he believes in, which impresses me. So I decided I'd support him and put up my own money to do so. Some people asked me why I don't wait until he's got the Democratic nomination, but if you want a candidate to win, why not try your best to ensure he actually gets the nomination? "

So here's the ultimate question: How many of your customers, supporters, donors, etc. would put their own time and money into creating amazingly creative campaigns to promote your cause?

If you struggle to answer that question, maybe you should start by thinking about how much you inspire them? Just a thought...

P.S. While the posters are sold out and there are no plans to print more, you can download a B/W version from Obey Giant here.

People Really Hate Us "Now"

The June 2007 issue of Fast Company features a story on Nau - a new outdoor clothing company built on a bold sustainability mantra.

I've seen about a half dozen articles on this company in the last 30 days. They're doing a great job of building buzz and I've been intrigued enough that I am planning a trip to their Chicago store (currently one of four stores nationwide) later this summer.

Nau's design philosophy incorporates three key elements: performance, sustainability, and beauty. Isn't that something we can all agree on?

The thing I love best about Nau's approach to business (and stay tuned for a review of their clothing and retail experience) is their unapologetic view of standing for something as opposed to trying to be all things to all customers (i.e., the boring and ineffective technique used by so many organizations). Nau CEO Chris Van Dyke (son of actor Dick Van Dyke) explains:

"One of our greatest goals is that a significant number of people really hate us. That's just perfect. You try to please everybody and you end up being nothing. The sign of a really powerful brand is one that is loved and embraced and equally hated. The deeper you pound your stake into the sand about your values, the more of both the love and the hate you're going to generate. That's what makes it exciting."

Nau is so now...

P.S. In case you were wondering, Nau is Maori for "Welcome! Come in" - very fitting and fun - like all good brand names should be.

Who Loves JC Penney?

"Our new campaign will show that we are not just looking to sell merchandise; we are looking to sell an experience."

Mike Boylson, Penney's chief marketing officer, notes that "by focusing on life's little moments, we are able to show our customers how we can enhance their everyday lives, helping them make each day richer and more inspiring."

JC Penney's new "Every Day Matters" ad campaign shows they are drinking Kevin Robert's Lovemark Kool-Aid and attempting to "cultivate deeper, more emotional and enduring" relationships with their customers.

Customer Experience is hot, but do large corporations have the courage to make it a priority? Will they be able to follow through at all touchpoints of customer interaction? Only time will tell...

P.S. Sorry for the blurry photo - the campaign doesn't go live until the end of the month and when it does, I'll update with a better image.

The Max Experience

I visited the Bahamas last week and had the chance to reconnect with one of my favorite business owners in the world. Max is the ultimate entrepreneur - operating no fewer than five businesses (not counting his growing real estate holdings) and constantly working to develop new offerings.

Max owns the taxi company - and drives one of the vans every day so he can interact with his customers.

Max owns the auto-import business - and uses vehicles he imports as the fleet for his endeavors.

Max owns the building - and lives in one of the apartments so he understands what his tenants are experiencing.

Everywhere you go on New Providence island (population: 200,000+) people know Max. And everyone returns his signature smile when they see him.

Max is the experience because he participates in the experience. He knows first-hand what his customers and employees go through every day and he makes sure he is ready to respond and fill their every need.

Note: If you're ever headed to Nassau and need a driver, let me know and I'll put you in contact with Max.

The Cool New Phone - from Cingular?

I was having a conversation with the mother of a thirteen-year-old girl last night and she explained, "My daughter wants that new Cingular phone - you know the brand new one that is like an iPod?"

"The iPhone?" I inquired.

"Yeah - that's it!" she replied. "I told my daughter that $600 is really expensive for a phone, but if she will save the money, I'll help her get it."

The Cingular phone? I never thought I would hear that one! Sure there is debate (and lawsuits) over the iPhone name but the Cingular brand (which is actually AT&T now - but that's another story) got the plug in this conversation?

Not iPhone?

Not even Apple?

Wow...

Maybe Cingular wasn't such a bad choice for Apple to partner with on the new iPhone...