One of the first design and advertising books that really spoke to me was Pentagram’s Living by Design (long out of print). Its basic premise was that design extended to more than graphics, architecture, advertising- but was the entire consumer/brand experience- long before people were talking about experiential marketing.
I was lent the book by a former employer, who had been given it as a gift by one of his professors. After I read it, I tried to talk to him about it, his response: “I don’t read books.” I didn’t stay at that job very long (probably because I did read).
I went to Pentagram’s London office to find a copy, several years later. They were nice enough to give me a copy- that had a section removed- and she copied the missing pages. I later got a complete copy from an art book store in Santa Monica- it’s one of my most prized books.
So, when I stumbled onto Pentagram’s blog- and saw this logo- I was instantly reminded of why I believe design does make a difference.
Take a look at this elegant logo- then read their description:
The identity is a hieroglyph, designed to be universally understood, that utilizes the icons of the OLPC laptop interface, also developed by Pentagram. The website design employs these symbols as the basis for navigation. Each icon leads to a corresponding section of information: the laptop to a section about hardware and software, the arrow to a section about participation, and so on. The site launched in English but is currently being translated into many languages.
For all the companies that don’t think they can afford to do a proper logo on start-up, just remember, you can pay now, or pay later. A well designed brand mark can make the difference between having a corporate identity- and becoming a lifestyle brand, ala Nike, Apple, BMW, Mini etc.
And, by the way, if you aren’t familiar with the One Laptop Per Child initiative, you need to read more about it- it’s truly something that could change the world.
Crispin Porter + Bogusky is the über hot ad agency of the last few years. We write about them, other people write about them, and everybody has an opinion. While celebrities have their paparazzi, the hot agencies have their armchair quarterbacks.
We write about them, because we know there are people searching for great, smaller, independent agencies- and hope they take a look at us (we think we understand web 2.0 better than CP+B and can help our clients get bigger bang for their buck)- but also because, well, the ads are interesting to us.
So, while Seth Stevenson writes in Slate why he hates Crispin ads- (and we have a few we detest too)- we thought this section was worth discussing:
Why I sort of hate the hottest ad agency in the country. - By Seth Stevenson - Slate Magazine
Strong reactions. But that’s not necessarily a bad thing. In fact, a vigorous response is precisely what Crispin wants. As CEO Jeff Hicks told me, “We make a conscious effort to have our brands commented on and talked about.” It’s his feeling that in a world supersaturated with content—video games, Web clips, text messages, etc.—to “break through and be noticed is a huge victory.” Crispin is the master of breaking through, getting attention with its provocative TV ads and also with smart viral projects (remember the Subservient Chicken?).
But is all attention good attention? This is an age-old question at the heart of the ad game. And there’s really no right answer. Sometimes a provocative, attention-getting ploy is just what a brand needs. Other times, the tactic falls on its face.
You see, local car dealers have been doing the same thing for years (as did a really obnoxious carpet dealer named Buddy)- they did ads that people talked about- that “broke through” - and that drove our community nuts. Yes, they all have top-of-mind awareness, but, no, it wasn’t the most effective way of advertising. David Ogilvy suggests that you create ads that your mother would be able to like, understand and accept- screaming, being obnoxious, etc. isn’t the answer.
When we were challenged with changing the image of Mendelson’s Liquidation Outlet, we refused to put the owner on his own spots- screaming “I’m crazy Sandy, I’ve got deals” (which of course he did after we ended the relationship)- instead we created the “explorer dude” and his “shopping safari” concept- coupled with the tagline “The first place to look for every last thing”- which cut through the clutter, yet didn’t annoy.
As the industry leader, with everyone scrambling for competitive advantage, Crispin is able to sometimes dicatate to their own detriment. The Haggar Dog Crap spot- while entertaining, may loose the pants in the joke. And while we enjoyed the “Unpimp your auto” campaign for VW- it alienated an audience that could one day be potential VW buyers.
Creating an emotional response is critical in advertising- but, when given a choice, go for something your Mom would enjoy.
There is a printing craft that has taking a beating from Laserprinters, digital presses, direct to plate and inkjet imaging-it’s the old school, hot type letterpress studio.
When I was in Paris a few years ago- I stumbled into an old shop that still was composing type by hand- and it was a joy to look at ink pressed into paper.
I just found a site that is a guide to letterpress shops- and thought I would share:
D*S Letterpress Guide
Welcome- what you’ll find here is a working guide to some of the best letterpress studios in the country (as well as a few abroad).
The guide is meant to be searched by the following categories: State, City, E-commerce Enabled, Custom Work and Pre-Made work. You’re more than welcome to read down the center column as you would with a blog but the list is much more useful when organized by search results.
If you know of any letterpress printers around Dayton OH- please add them to the letterpress guide- and drop a comment on this site.
Unbelievably, the Letterpress guide makes no reference to Hatch Show Print, the coolest place for band posters this side of Mars.
Advertising is usually delivered in what we call “paid media” - which would include TV, Radio, Print, Direct Mail, Outdoor, Internet etc. It’s usually your company talking about yourself.
There is also what we’ve come to know as “unpaid media” which is usually described as Public Relations- where your press release, guerrilla stunt, amazing feat, etc. is actually newsworthy- and you appear in the media- usually print, radio, TV or Internet. This could be defined as others talking about you.
Then we have the new media form, and by that, I don’t mean web, Internet, etc. and it’s new name “earned media”- this is where something is so interesting that it gets circulated and watched out of fascination. It is the basic building block of a viral campaign. It is becoming the most valued form of advertising- but there is no price tag on it. You can’t just pony up money and get the eyeballs. Earned media is the result of the new currency in advertising (which really has always been the true currency) creativity. Creative solutions, creative executions, interesting, funny, informative and unexpected messages can take your brand message places that conventional (paid and unpaid media) can’t and won’t.
This creates a huge problem in advertising agency compensation - are you as a client, willing to pay for the value of a good idea? Or are you still basing your compensation plan on the size of your media buy or on hours worked? If you want to earn eyeballs instead of pay for them, the first thing you need to eyeball is what you are trying to buy from your ad agency.
And then decide what kind of media is going to get you what you want.
I’m totally convinced that within 5 years, the only people selling targeted ads in video will be Google. The networks (broadcast and cable) will be toast. Content producers will be uploading their content to Google Video- where we will go to download our programs. Some will be free, others will cost, and if you can’t afford to buy the program at full price, you’ll be able to opt in to sell your eyeballs to some marketer who wants to reach you.
So, when Google wants to know it’s future, they call on Seth Godin- and this 48 minute video shows you why Seth Godin is one of the go-to guys for the future of marketing and advertising.
When I have some more time, I’ll pull out the juicy parts- but for now- I’ve pointed you in the right direction.
Hey, it’s good to know that The One Club (those cool cats who hand out Gold Pencils- at around $600 per entry) has discovered advertising can be done by agencies smaller than 3000 people.
Writing in their “One. a Magazine” they say:
One Club / One. a Magazine > Recent Issues/Articles
There’s a new wave of regional creative shops coming to prominence these days, in cities that have never before been associated with strong creative ads: Indianapolis, Madison, Orlando, New Orleans, and a dozen other small-to-midsized markets.
What’s driving this “second regional revolution?” Part of it seems to be the fact that clients, in an age of new media explosion and wide-open marketing possibilities, are looking for fresh thinkers who can experiment and adapt quickly—and they’re finding that, increasingly, by going off the beaten path.
The only thing they got wrong was their first line: There’s The Next Wave, a prominent agency doing strong creative in Dayton OH.
They must have missed that part about you can say anything you want about us- just get the name right…
Now- to be totally serious- the article is a step in the right direction. Great advertising can come from anywhere. Many small agencies would rather invest in their people, instead of high dollar award show entry fees.
