Archive for June, 2014

Creativity

June 27, 2014

Innovation takes many forms. Our hats are off to Old Navy…..this is a great idea….simple, creative, brand building and it generates revenue.

http://www.forbes.com/sites/barbarathau/2014/06/24/why-old-navys-wildly-popular-1-flip-flop-sale-could-hold-the-secret-to-monetizing-social-commerce/

Hype vs Substance

June 5, 2014

Hype Vs Substance
It has to be real

A good friend of mine who works for one of the larger beverage companies called me the other day to catch up. He said that our group continued to put ‘points on the board’ in our work and congratulated us. The ‘points’ reference is a sports term – scoring points meant making progress to him.

It felt good to be recognized by an outsider. We have been making great progress lately without making a lot of fanfare. It made me reflect on our work and life in general. In general today it seems that there are groups/people that are making a lot of noise….from working with Hollywood agents, to establishing investment funds, to launching brands and doing other exciting things. All of these can be great ideas abd they can even lead to helping brands become successful by lowering risk or shortening the time necessary to critical mass, etc. But, in the end, we all have to ‘put points on the board’ as my friend would say.

We have been doing this long enough to know that it takes an incredible amount of time and hard work to be successful in today’s environment. Granted, if you know what you are doing and you are really committed, you can improve the odds of success. But, there are no short cuts, no way you can do this on a part-time basis. Winning is a 24/7 job. We have long said it is like climbing Mt Everest – it is not for the faint of heart.

Let me use a sports analogy. In less than two weeks we are going to see someone hold up the Larry O’Brien trophy. They will be NBA champs. Some outsiders will only see the ceremony for all the hype, glamor and glory. I’ll bet that the players holding up that trophy see it a different way. Sure they are ecstatic. But, I bet they will be thinking of the immense amount of work they committed to get to this point, the long hours, the endless conditioning, film study, team meetings, late nights, losses, problems they encountered during the season to get to this point. They know that the pursuit of excellence is relentless and all consuming.

Why am I saying all of this? Don’t be fooled by the hype. In the end, it still takes putting ‘points on the board’. You can’t manufacture getting people to bond with your brand. It has to be done for real. As our friend Roy Spence loves to say: “We ride at dawn!”