PJ

In honor of Pearl Jams 10th studio album heres one from the past:)

Lotion

Kevin: Anybody have some dry-skin lotion?

Stephanie: Is it for your hands?

Invoke the magic of marketing

Nice article in Fast Company about our favorite Portland ad agency.

Here’s an excerpt:

There’s been a back and forth on Fast Company of late, regarding corporate culture versus strategy. In our humble opinion, it’s neither culture nor strategy that’s important in the marketing challenge; it’s the possibility of magic. This happens fully when culture and strategy meet creative execution. We are not talking the kind magic that resides in Never-never land but magic that inspires, giving something back to the culture it is serving. {MORE}

 

Optimism Wins

Americans are an optimistic bunch. Our constitution codifies the pursuit of happiness as part of the American dream. Self-help books like The Power of Positive Thinking and The Happiness Project regularly dominate the New York Times bestseller list. Walt Disney took the swamplands of Orlando and made them into “The Happiest Place on Earth,” thanks to tourists looking for buoyant, positive fun.

And it’s no secret that McDonald’s, Coca Cola and Apple promote themselves as cheerful, optimistic brands. Incidentally, they are companies who are also some of the most successful in the world.

That’s why we tell our client/partners to become a beacon of optimism. Attract with kindness and hope instead of bludgeoning with facts, figures and common knowledge. In our experience, people want to be a part of an aspiration of something better. Our work with the Oregon Humane Society, Tillamook Cheese and Oregon Public Broadcasting bears this out.

A recent study by Havas Media suggests that folks want much more meaning from brands because frankly, “Most people worldwide would not care if more than 73% of brands disappeared tomorrow.” The study also suggests that “only 20% of brands worldwide make a significant, positive effect on people’s well-being.” Yet, “The top Meaningful Brands outperform the market by 120%.” You can read the full study here.

So not only do Americans want optimism in their selected brand partners, they want meaning, and when you can do that, you will outperform your competitors. Now that’s some optimistic thinking.

(And now, a video: Steamboat Willie)

 

Lead With Vision

What makes an industry leader? Is it the top revenue generator? The social media favorite? In our humble opinion, an industry leader is one who expresses their vision for a better world and welcomes those who want to participate in it. For our partners, we offer to help them find their truth and express their vision eloquently. Done correctly, they will discover greater influence. Naturally, influence will generate sales, loyalty and greater brand value. Not to mention more “likes.”

A few examples:

• The Oregon Humane Society is about saving you from petlessness rather than saving lives from certain death.

• Oregon Public Broadcasting is about “Thinking as Entertainment.” Their rally cry, You can’t not think positions them as the true news leader.

• What it means to be a “Benchmade” knife in a world of obsolescence and lack of craftsmanship gives them an opportunity to clearly demonstrate superiority.

• Pendleton Whisky was made for a very specific audience: cowboys and those who love that way of life. The brand speaks their language authentically.

 

Vision can clearly differentiate your brand and provide a platform for innovation. We’ve seen it time and again. We can show you how.