Design, Branding, Storytelling

Editor's Notes

• #14: Smart Phones – Apple is the “cool” smart phone – lots of applications, leader in unique interface, for “creative” people.Blackberry is all about business – email is at the heart of itWhat does HP stand for? What happened to Treo? They might be great, but who knows? Didn’t differentiate either product or communications. Have become “also rans” and will end up fighting it out on price.
• #15: Three car companies – BMW, Toyota and Pontiac from General MotorsWhat do they stand for?
• #16: We know that for years, BMW has been “The Ultimate Driving Machine”. It’s all about the car, and desire for the car. Even as they introduce new models, they don’t change the communications. And of course, the theme fits the car.Toyota – the first car company that really promoted a “green” car, the Prius, says “Make Things Better”. It talks about them, but it’s also a command to the reader – You make things better. How? By driving a Toyota.Now what about Pontiac? Anyone know what they stand for? Well, they keep changing their message. Right now, it’s “We are driving excitement”. It’s not memorable. Do Pontiacs communicate excitement as a brand?Is that who buys them, people who want excitement? Hard to say, and Pontiac is out of business.
• #17: The Four Seasons Hotel chain carved out a niche in the luxury hotel and resort market. They didn’t waver – they set a standard and lived up to it in their product and communications. This allowed them to grow into a global company.
• #18: Coffee has been around forever, but it’s only been in the last 30 years or so that we’ve had chains of coffee shops. Tim Hortons – not great on settling on a colour, but they have a distinctive style that goes well with small-town appeal. Purposely not sophisticated. Comfortable. Simple messages. Allowed them to grow across Canada into U.S. Some small towns feature multiple locations. They’ve become the town restaurant, serving meals too.Starbucks – much stronger use of a single colour. Although the lettering is straight-forward, look at the symbol. What does the figure represent? It’s never explained and in that there is a certain mystery, a symbolic sophistication.
• #20: Colour is very subtle…You recognize the colour right away. Too many companies don’t take advantage of the power of colour.
• #22: Roots is a story of colour and storytelling. The deep green has been the same since the company started. It’s whole product line is based on a them of “summer camp”, Algonquin Park. Casual, fun, friendly, comfortable.
• #24: Look at ALL your audiences – not just your customers. Tell a consistent story to all.
• #25: Again, look at all audiences. Also remember that the purchasers of your product may not be the end user, especially if it’s a product for children.
• #26: The big question is always, what’s in it for me? Why should I write about your product? Why should I buy your stock? Why should I distribute your product? Why should I buy it? Why should I ask my mom to buy it?
• #27: Just as a side-note, why do some companies spend so much time and effort on reaching consumers, and do so little in trade, or create completely mediocre trade ads?
• #29: Stories are emotional. Stories have details. People remember the little things. What do you remember about a person? He had a great laugh. The little things, the rich details count.
• #30: It’s the stories and the details that travel. Listen next time someone tells you about a product. You often get lots of little details – things people discover, things that make the product special. That’s why you need stories.
• #33: Stories are features AND benefits, but mostly benefits. Even is the benefit is strongly implied – “I ride a $5,000 racing bike because I think it makes me look cool. Of course I want to know every detail of that carbon fibre frame and all the wind tunnel testing they do.” It’s an important part of my ownership of that bike, even if I never get accepted for the Tour de France.