Brand/agency

Real leaders collaborate

It’s the businesses that can assess their culture’s health that have a tendency to produce the best work. It’s the teams, lead by values driven leaders where ego has no part to play, that are the happiest and most productive. Collaborative management, consumer focused products and services, marketing communications which target dialogue and engagement as central to achieving objectives, satisfied and inspired employees – today these form the blue print for business success. Interesting that whichever way you look at it, it all starts internally.

“My definition of a dickhead is a person whose ambition for themselves or their own career is greater than their ambition for the project or team.” Rhys Newman and Luke Johnson, No Dickheads! A Guide to Building Happy, Healthy and Creative Teams.

Creative businesses, perhaps unsurprisingly, are great at sharing their thoughts and guidelines on the subject. The common idea celebrates the empathic, accountable and thinking individual which itself acknowledges how we thrive personally and professionally, and the connection between the two.

In their sharing of how they’ve made their workplaces happy, healthy and creative, Rhys Newman, (ex Director of Advanced Design, Nokia and VP/Head of Design, HERE – a Nokia Company) and design researcher and internal communications specialist Luke Johnson (ex Internal Communications Strategist at NASA’s Jet Propulsion Laboratory and Principal Design Researcher, HERE) – talk through every facet of a studio laying bare the power of simple gestures – “good morning”, “goodbye” – the importance of food to bring people together, the lives we lead outside of work with family, hobbies and pets, the wonder of language and story telling .

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Follow this link for a relieving and validating exhale – A guide to building happy, healthy and creative teams.

Brooklyn based digital agency Big Spaceship is equally as culturally aware. They’ve shared their philosophy on Slideshare – read Our Manual. Big Spaceship also makes for a great case study in a recent interview by Lindsay Rothfeld on Mashable which looks at people, physical space and human interactions.

Let’s hope this thinking becomes the mainstream with “No Dickheads!” 2015’s professional development mantra.

Making the magic happen – Toast Creative explains the complexities of property branding

Nick Sammut, Managing Director, Toast Creative uncovers the complex process of selling the dream.

The property development market is thriving, and as it incrementally changes the face of every Australian city, it’s inevitable that we consider its implications. The current pace of the sector has triggered our personal enquiries about how we want to live and why, while also radically transforming communities culturally, socially and commercially. Understanding these shifts in perceptions and knowing how to tap into the needs and expectations of a specific market are key to our role as a creative agency working in property branding.

The property development market is thriving, and as it incrementally changes the face of every Australian city, it’s inevitable that we consider its implications. The current pace of the sector has triggered our personal enquiries about how we want to live and why, while also radically transforming communities culturally, socially and commercially. Understanding these shifts in perceptions and knowing how to tap into the needs and expectations of a specific market are key to our role as a creative agency working in property branding.

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Logorama – 2,500 logos in 2009 award winning French animation

Logorama is a 16-minute animated film written and directed by H5/Francois Alaux Hervé de Crécy and Ludovic Houplain, and produced by Autour de Minuit. It won the Prix Kodak at the 2009 Cannes Film Festival and the Academy Award for Best Animated Short Film at the 82nd Academy Awards. It uses no less than 2,500 logos to show the extent to which brands are embedded in our existence. Logorama is of course a visual hyperbole of our daily branded lives yet frighteningly realistic. On viewing this film you realise our relationship with any of these brands rests almost exclusively on consumer action and direct experience.

More than a logo

LogoHereIn the land of brand (in Australia), some practitioners would agree it is enormously restrictive to align the discipline of branding so closely with the “logo”. The weight we assign this particular brand asset may contribute to a brand’s profitability over time by cleverly shifting perceptions, appealing to the visceral and ultimately affecting consumer purchase decisions, but a brand’s actual success is derived from a more complex application of the term. (more…)

Call to action for the business sector to change their ways

My recent discovery of TuShare and Retrash has helped to validate my belief in the concept of collaborative consumption as economically, socially, politically, environmentally and ethically imperative.

If we extract this moral code – where products are consumed through sharing, or an artist’s work is created using pre-existing materials – and ask the business sector to consider how this perspective could be transposed and applied to a commercial paradigm, it may be possible for brands to move closer to a culture of customer centricity, relevance and functionality. Think product ingredients, useability, value-adding. Surely this is the kindest way to profitability. I’d written this prior to coming across a blog article by TuShare’s CEO James Bradfield Moody in which he says:

Brands that successfully sell their purpose, rather than their services, have much more potential to success in driving loyalty and building community over the long term. And a clear and compelling purpose has the potential to give a brand the opportunity to more effectively connect with its core audience and market.

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Here’s the link to James Bradfield Moody’s article – http://www.marketingmag.com.au/blogs/collaborative-consumption-and-the-sharing-economy-shaping-the-market-in-2014-and-beyond-47488/#.UxsGG-eSzOc

DEZOMO in 2014 promises new and bigger thinking

A broader depth of thinking is on its way. Under-pinning future posts will be my belief in the importance of cultural awareness in management, what constitutes real leadership in the creative sector and the ability to read people’s potential in our world of creative connectivity. Golden hand shakes are long gone – too often they fail to inspire. Relationships are the new sales while confident conversations and collaborative thinkers are the door openers. Can’t wait to share more and grow my readership. Feed me your thoughts. I am hungry for dialogue. Monologues are definitely not my thing.

Is customer service a dying art?

This post questions whether the quality of brands’ customer service is too often neglected, while the beginning and middle parts of a customer’s brand journey, (more commonly understood to be the customer experience), take not only the marketing spotlight, but the budget as well.

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Lost in space

Any of you heard of Alt Group? Or would they prefer ‘the’ Alt Group?  You know, the guys that have just won the design category in Australian Creative’s Hotshop Awards.

Alt Group’s Ben Corban & Dean Poole

Intelligent creativity

Creative websites and blogs abound. They come in every size and color offering, well you name it. When you’re not doing a dedicated search, it can boil down to pure luck to find a site that grabs our attention.

Just wanted to share this one with all the creatives out there who may be looking for a similar service or just want some inspiration. FFFFound!’s website says “…it is a web service that not only allows the users to post and share their favorite images found on the web, but also dynamically recommends each user’s tastes and interests for an inspirational image-bookmarking experience!! ” Definitely worth a visit…for everyone.

ffffound.com