Brains on Fire

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  Super Balls have a lot in common with igniting word of mouth

  Posted on December 29th, 2010 by Geno and currently 3 commenting.

  Did you ever play with a Super Ball as a kid? It was a simple rubber ball that exploded in uncontrollable motion. A brief but I think an interesting history lesson: Super Ball was invented in 1965, and manufactured by Wham-O. It is an extremely elastic ball made of Zectron. The “surprising motions” of the Super Ball have led physics teachers to “use it as a counter-example to usual models of impacts. In the late 1960s Wham-O made a “giant” superball, roughly the size of a bowling ball, as a promotional stunt. It fell from the 23rd story window of an Australian hotel (or some reports say, from the roof) and destroyed a parked convertible car on the 2nd bounce.

  Now back to my story, at first I would play with my Super Ball in a controlled situation, like my house, but after knocking over things and causing a lot of commotion my Mom eventually made me take it outside.

  And there I would be standing on the driveway with my Super Ball, with one thought racing through my head. Do I dare rare-back and slam the ball against the concrete? Oh yes! One of the selling points was that it could bounce over a three story building. In my case, the thrill was not knowing where it was going to go. And then trying to follow the ball bouncing and darting for what seemed like miles.

  The super ball analogy popped into my head in a meeting before the holidays. The one question that always comes up did, “what if people say saying things we can’t control?” I usually answer this question with words like, “people are already saying things, some you don’t like.” Still those words can hold an empty feeling of security for a company treading its way through the waters of engaging employees and customers in public conversations.

  That’s when my Super Ball memories bounced in… you could walk right outside, slam that sucker on your driveway and chances are you’re never going to see that ball again. On the other hand, you can start in a more controlled way in a room like the living room, or if you’re lucky a basement. Where you can watch and learn the way it bounces and how it darts in uncontrollable angles. When you do take your prized ball of energy outside you know that all hell is going to break loose, and you better be ready to run and catch it. Sooner or later I would lose my prized Super Ball only to see the neighbor-kid down the street playing with his new-found Super Ball days afterward. Which didn’t really bother me, I guess I never felt true final ownership of something as powerful as the Super Ball.

  Fast forward to today, here we are trying to get our clients to give up ownership of their super ball; word of mouth about their brand or products.
  
  The lesson of the Super Ball teaches us to start slow, walking and talking with your customers to find out where you fit in their lives. Discovering how you can add value, and show them that you want to listen, not just do the talking.

  Then when you’re ready to go outside into the online and offline worlds of word of mouth you’re prepared to respond to those “surprising emotions” of customer conversations.

  And the final but in some ways most important Super Ball lesson, it’s going to be hard to keep that Super Ball of WOM once you let it loose, don’t be afraid. Enjoy watching those conversations bounce and dart, take those opportunities to join in the sharing.

  Tags: Brains on Fire, geno church, Super Ball, Wham O, Word of Mouth
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  NEW YEAR’S RESOLUTIONS FOR YOUR BRAND: 10 THINGS TO TRY IN 2011

  Posted on December 28th, 2010 by Robbin and currently 2 commenting.

  
  This post is from Shawn Parr, CEO of Bulldog Drummond

  Shawn Parr is the CEO of Bulldog Drummond, a design and innovation consultancy headquartered in San Diego whose clients include Starbucks, Pepsi, Jack in the Box, Adidas, MTV, Nestle, Pinkberry, Virgin, Disney, Nike and American Eagle Outfitters. I got an email asking if I wanted to exclusively post this “article”. After checking out their company, and reading the post and then hearing that “One of Shawn’s top principles is collaboration – collaboration with the competition”… I said sure. Why not. Read it and you’ll see. Shawn and I think about the same sort of things. We feel like “same tribe”. I like what Shawn wanted to share on our blog and our blog “exclusively”. So, enjoy. And do let me (and my new friend Shawn) know what you think…
  
  1. BE COURAGEOUS, OFTEN
  Take bold steps to stand out from the crowd. Reflect on 2010 and look at what you did well, and what you could have been different. Take courageous steps to help your brand stand out in 2011.

  2. REVISIT AND REFINE YOUR PURPOSE
  Take the time to look back at your mission and vision and ask if you were living it in 2010. Look for places to bring it to life with your team, explore whether you need to refine it. Remember: the words aren’t set in stone. If they’re not resonating, rewrite and revise!

  3. SHUT UP AND LISTEN
  There’s a lot to learn if you just take the time to listen. Make sure you ask your team for feedback, ideas and suggestions. Listen to your consumers and pay attention to research. Listen to what they have to say and act on what you’ve heard. Honest, unfiltered feedback is fuel for change.

  4. WHO’S YOUR ENEMY?
  An enemy gives you and your brand something to push against–something to challenge. An enemy inspires passion! This year define a clear enemy and rally your team. It could be a competitor, a trend or an element of your culture. No matter what it is, create a plan to beat it, share the mission with your team and go forth!

  5. SET SOME BIG GOALS
  Set at least one wild and audacious goal for 2011–something you’ve never tried before. Outline the goal, share it with your team and challenge them to play their part in achieve it. Just don’t forget to celebrate the small victories and successes on the journey.
  
  6. CREATE A PASSIONATE AND ENGAGED TEAM
  Your greatest resource is your team. This year, weed out the people who aren’t engaged and don’t contribute. Replace them with active, passionate and energized people who will make a true difference to the rest of your team and your brand.

  7. INJECT FUN INTO THE EVERYDAY
  One of the best motivators for your team is a great work environment. This year, start doing small things that make your employees happy. A monthly massage for a team who’ve put in hours of extra energy, a weekly cookie pot-luck. Small gestures or events can make a big difference. And the benefits won’t just stop with your team – they will show through everything that your brand does. Happy people equals happy brand.

  8. PLAN FOR LEARNING
  This year, make a commitment to ensure you company is continually learning and is inspired by the word at large. Create a program that allows your team to take classes. Host a “learning lunch” monthly with guest speakers. Injecting new thinking in your organization will energize your team and, ultimately, benefit your brand.

  9. MAKE FRIENDS WITH OTHER BRANDS
  Partner brands can be your best ally–whether they’re in your space or not. This year, chart a “circle of love” identifying brands with similar values that you’d like to partner with in 2011. Set one member of your team with a each potential relationship and have them explore how to collaborate. You’ll be surprised by the results, even in the initial conversations you’ll have about your own brand.

  10. SAY THANK YOU AND SHOW YOU REALLY MEAN IT
  And, lastly, do what your mother told you! Thanking people goes a long way to creating valued and appreciated fans–internally and externally. This year, find new ways to show you appreciate your team, your customers and your partners, in ways that truly make a difference in their lives. You’ll be surprised and delighted by the results.

  Tags: branding, Bulldog Drummond, collaboration, friends, resolutions, Shawn Parr
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  The sounds of the holidays… Love, Brains on Fire

  Posted on December 23rd, 2010 by Robbin and currently 2 commenting.

  Happy holidays everyone. Stay warm. Stay close to your family and friends. Safe travels. Smile. Sing. Laugh. Eat. Make merry. Laugh some more. Be joyful.

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  The power of good journalism, social media and narcissism.

  Posted on December 20th, 2010 by Robbin and currently 3 commenting.

  

  I saw an old copy of Fast Company lying around the office as I sat down to eat a cup of chili for lunch the other day. (Man, it’s cold in South Carolina.)

  And I read this article about Alex from Danielle Sacks. (I’ll just use his first name, something tells me we’d get on swimmingly like that.) As I ate and read, I was reminded that opposing views are a really good thing. I want to try and remember that more with my own writing. For that matter, in everything I explore and think about.
  
  There are many sides to every story, especially an emotionally charged one.

  Anyway, I’m reading along and I am 100% buying into Alex’s new mission to find himself.

  Everyone needs a soul.

  And then there’s this:

  FEAR. LESS.

  That’s the name on the door of his new office.

  I love that. I get that.
  
  Nothing remarkable ever, EVER happens when FEAR is in the room.

  Okay. So I begin thinking Boulder is calling me. Our desire to do good work in the world is one of the key drivers here at Brains on Fire. I love waking up in the morning and using my time and talent to create meaningful change in the world.

  I believe with all my heart and soul that there is a huge value shift in the world. And we are at the tip of the iceberg with this culture shift as companies realize that if they are going to connect with customers and employees they will have to understand who they are, what they stand for. And they will have to put it out there for the whole world to see.

  Enter Social Media.

  When I googled the Fast Company story to share with you, I found this: Alex’s corrections and comments to the article. Don’t you love it? Having been misquoted a time or two myself, I think this is brilliant on his part.

  And he really thinks the title of the article is BS.

  I wouldn’t want anyone to infer I was soulless myself. So I get that.

  Again. So many sides to a story. A good lesson in communication don’t you think.

  Will narcissism save the world?

  As I finished up my lunch, I read and re-read this statement from Alex.

  “A really excellent narcissist would be a really powerful tool for saving the planet. If everyone was a perfect narcissist, there would be nothing to worry about because we’d automatically fix everything and our purchases would be so benign. It’s not self-absorbed, it’s just knowing what’s good for self. Let’s say that steaks, scotch, and lots of cigars are what you put in your body—that’s a rookie-narcissistic move. That’s where we’re uneducated narcissists. But as we perfect our narcissism, it comes around where you’re actually doing things that feel like sharing, that feel like connected behavior.”

  Alex goes on to say: “I told my friend this theory, and he said, ‘You may be the most narcissistic person I know. It used to piss me off, and now I’ve come to be okay with it.’ ”

  Hmmmm.

  So let’s keep the social part of this article going and focus on that thought. What do you think about Alex’s final remarks? Read them a couple of times. As we become more self-centered and I personally think in some ways we are, could the world become a better place?

  Is a really excellent narcissist a powerful tool for saving the planet?

  I have an opinion, but I will share that later. You go.

  Tags: Alex Bogusky, Fast Company, Fear, Less, The adman wants a soul
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  Chat Pack Friday. Let’s play.

  Posted on December 17th, 2010 by Robbin and currently 29 commenting.

  
  I found this picture “without rain” on flickr via amambay. Nice.

  It’s Friday and we’re happy at 148 River Street. Hope you are too. Well, actually a few of us are sick with the stomach bug. UGH. But those of us here are happy.

  Just a minute ago, Dodds and I made a decision to bring back Chat Pack Friday. I haven’t done this in a while, so I had to dig around my desk to find the cards. But it was worth it.

  Cause here’s the question for you today;

  What’s your favorite saying or quote?

  I have done a lot of thinking about words this year. The ones we use, and the ones we hear in our heads. The power of language intrigues me. I study it for fun. I do.

  I see a lot interesting words floating around on Twitter and Facebook. There’s a lot of inspired communication and sharing going on. So today, think about the most interesting set of words you have heard online or in person. Doesn’t have to be a famous person, but it can be if you like. Since we are all in grad school now learning new ways to communicate with our customers, maybe you have heard a quote or something from a blog or a prezo about that worth sharing. Whatever you like. Just share.

  Ok. I’ll go first.

  Here is my all-time favorite quote from my very wise son Tyler. I love it because he said it when he was three. Tyler was staying with my sister while I was traveling. Her car broke down after a long day and she looked down at his sweet little three year old face and said, “Tyler, when it rains it pours”. And he said back, “Yeah, but when it stops it stops.” Don’t you just love that? Those simple words pop in my head and make me smile often.

  So your turn. Share your favorite set of words/quote with me. We all work so hard, we need to play a little sometimes.

  Tags: chat pack friday, language, Quotes