Brains on Fire

• 

  On Fundamental Value

  Posted on January 31st, 2011 by Eric Dodds and currently 3 commenting.

  I have the privilege of answering the Brains on Fire phone from time to time, and I’ve learned a great deal simply by talking to other people about their businesses and explaining ours.

  Every once-in-a-while, I’ll receive a call from someone who wants to retain our services for a product that is, shall we say, less than unique or useful in the marketplace. After kindly explaining that we wouldn’t be a good fit, I often think, “It’s going to take a whole lotta marketing to launch that ship.”

  And when those people secure an agency, it does. As explained by designer Frank Chimero (1),

  The more mundane the product or service, the funnier the ad. Food that tastes like cardboard, beer that tastes like water,deodorant that smells like old man. See? You’re probably saying “Haha, remember Old Spice?” and that was 6 months ago. That’s not enthusiasm.

  If you want to make things people are enthusiastic about, you must start with a message or content people can be excited about. Sincerely. Enthusiasm isn’t some sort of icing you can smear on top of anything. Do that, and it’s hype. Hype at its best is embraced and then quickly forgotten. At its worst, it’s loathed.

  One has to start with good stuff, whether that be a great message, a great product, or a great idea.

  To take Mr. Chimero’s point one step further, we believe that “a great message, a great product, or a great idea” has to arise out of fundamental need, thus giving the message, product or idea raw fundamental value. Again, there is another mind who can articulate this concept far better than I can. Here is a wonderful quote from Dave Allen at North (2):

  If we look at anthropology and understand that technology simply shortens the distance between us, then it’s not a huge leap to the understanding that learning how to market in digital is wrongheaded. We might ask ourselves, before embarking on a digital marketing effort – what is the human need? What problem does our digital application/software/experience actually solve? …

  Take a technological device that’s been around a long time: the camera. It fulfills the human need for remembering events and good times by capturing them on film and letting people share these captured emotional moments with others. The camera fulfills our need for nostalgia, memory and sharing. As cameras became digital they obviously included different capabilities, many include the ability to shoot video, yet they retained their familiarity. If there was a learning curve it was simple and the designers and manufacturers never did away with the human need, arguably they enhanced it.

  Food for thought this week: Great things are built on great foundations.

  • (1) – You can read Frank Chimero’s article, “A Little Bit About Enthusiasm and Hype,” here. (Thank you to Justin Gammon for sharing this article with me)
  • (2) – You can read Dave Allen’s article, “This is Water – A Talk About Companies and Digital Disruption,” here.
  Tags: answer, Dave Allen, Designer, enthusiasm, Frank Chimero, hype, idea, learn, Marketing, message, North, phone, Product, value
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  Chat Pack Friday: Laughter is good.

  Posted on January 28th, 2011 by Robbin and currently 6 commenting.

  So earlier this week, Libby came by to help with a photo shoot for some of the Rage teens. While she was in the office she took some pictures and I thought I’d share.

  
  Cordell laughing on the phone.

  
  Geno’s dealing with a more serious subject. We talk on our phones a lot.

  
  Megan and Ramsey hard at work.

  
  Justin and Ramsey most likely trying to figure out why Libby is on the floor.

  Okay. So you want to have fun with some Chat Pack Friday goodness? Today’s question is just pure fun.

  When was the last time you laughed so hard you cried?

  First, I want to share some interesting tidbits with you from this article:

  Children laugh an average of 400 times per day, but the average adult older than 35 only laughs 15 times per day.

  Wow. And in case you think this post has nothing to do with work or business, get this:

  A study by Duane Smelser found that people who are lighthearted, having fun and in good spirits are more likely to be successful. Their positive feelings produce a positive menu for the brain of increased oxygen, endorphins and blood flow, which he and I both believe enables people to think more clearly and creatively.

  I believe that. Happiness leads to success. And part of being happy is laughing. A lot.

  How can you bring more laughter to your work? How can you have more fun?

  In the end it might make you more productive and creative.

  Okay. That chat pack question…

  Well, I know I usually go first, and in all honestly I “laughed til I cried” just this morning, but it’s kind of embarrassing. You know, I think I “laugh til I cry” several times a day. This morning was seriously funny but not sure how to explain it. Okay. On the way into work I was talking to a friend and telling him about a pretty significant wardrobe malfunction I barely avoided in my first meeting. Let’s just say, it involved static cling, the back of my sweater and underwear (yea, I just said underwear in an attempt to be professional and still paint a picture for you.) So you’ll just have to use your imagination. See. I told you it was super silly.

  So share your laughter moment or take on my other question:
  How can you bring more laughter to your work? How can you have more fun?

  Have the happiest Friday. EVER. Find some joy and something to laugh about…

  OX, Robbin

  Tags: chat pack friday, Laughter, Laughter in the work place
• 

  Paint what you feel, not what you see.

  Posted on January 26th, 2011 by Robbin and currently 4 commenting.

  Monday night, our friend Libby was in town. So Cordell and I had dinner and some wine with her. It was great to catch up with Cordell. We’ve been like two ships passing in the night lately.

  And Libby, well she’s just pure sunshine.

  Greg started talking about his kids (he has twin 11 year olds). This weekend they were painting and he realized that they were at that interesting age where they’ve started getting frustrated about not being able to paint something or draw something exactly the way looks.

  Weird when that self-conscience-ness (is that a word?) takes over, isn’t it?

  He reminded them (and me by sharing his weekend story) that it’s important to capture what you feel when you express yourself artistically. Don’t just replicate what you see. In my opinion, that ability to express what you feel is what separates the great from the good in so many things. Writing, painting, acting, communicating, leading. You name it.

  Most things are better when we embrace and connect with what we are feeling.

  Then Greg took out his iphone (I love how so many of use our phones like scrapbooks these days to capture memories) and showed me their paintings of Lewy, their cat, What captured my attention and imagination was the one he did to show his kids how to capture a feeling. The feeling of Lewy.

  
  (Trust me. This painting of Cordell’s absolutely nails the way that cat makes me feel.)

  I just thought the whole story was such an awesome reminder of a couple of things.

  First of all, never lose your child like wonder.

  That ability to express what you feel without worry of what others will think about you. It’s a way of seeing the world that keeps you in the moment and keeps you drawing with wild abandon. Both really good things. Try really hard to hang on it in all that you embrace and do.

  And then this:

  In business and in marketing we use our grown up heads too much.

  We get focused on product features and demographics and target markets. We see things how they are. It’s way more important to remember how our services or products fit into a person’s life. How it makes them feel.

  We just started working with Remington Products (the community facebook page has only been up about 24 hours, so it’s in it baby stage). The focus is on building a community of real women and stylists who believe that every women is beautiful. (I can support that with all my heart. Because I absolutely believe it..) Hopefully in the days to come, it will be a place to so share ideas and tips to empower women to get ready for anything.

  I was checking in a moment ago and saw this remark.
  
  “Remington Red Chair Ready page got me to take a deeper look at myself yesterday afternoon and realize that I need to change something! So I went shopping for new clothes for work and woke up extra early to make sure my hair was looking AWESOME. Loving today!”
  
  Now there’s the passion conversation. It’s simply not about the tools.

  So. How does your product or service make someone feel and how has that changed the way you think about connecting with you advocates and fans?

  Tags: Feeling in business, passion conversation, Red Chair Ready, Remington Products
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  Lesson Eleven: Jeff Finley and Weapons of Mass Creation

  Posted on January 25th, 2011 by Eric Dodds and currently 2 commenting.

  

  Several months ago we received an email from a gentleman named Jeff Finley. Jeff is a multi-talented guy, a partner at the Cleveland design firm Go Media and the founder of a rockin’ music and art festival.

  He had decided to reach out to us after reading the Brains on Fire Book, which he generously said that he felt was “written just for him.” That email turned in to several emails, and those messages into a phone call. After hearing his story about founding a gathering called Weapons of Mass Creation (1) and how the book influenced his work, we asked Jeff if he’d like to write a blog post for us. We tossed around several ideas, and landed on the idea that I would interview him. We talk about the book, but we also get to know a little bit more about Jeff, his journey of learning how to breakdance, his favorite ice-cream, and why he would multiply himself if he could.

  If you want to reach out to him, head on over to his website and take a look around.

  Lesson Eleven – Jeff Finley and Weapons of Mass Creation from Brains on Fire on Vimeo.

  Tags: Brains on Fire Book, festival, interview, jeff finley, Lesson Eleven, weapons of mass creation, wmcfest
  • 

    4.26.11 – Geno speaks – PRSA Webinar

    Posted on January 25th, 2011 by meganb and currently 1 commenting.

    Geno will teach the seven lessons on how your brand can build and grow a movement, starting with how to treat people like fans, not customers, and knowing the difference between a campaign and a movement.

    We’ll keep you posted when the webinar time and registration becomes available.

    Tags: Brand, Campaign, customers, fans, geno church, Movements, people, PRSA, Speaking, webinar
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