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Posted by on Oct 22, 2009 in Marketing | 0 comments

What Marketers Can Learn From a Skateboarding Whiz

Rodney Mullen is the Einstein among skateboarders. His creative wit and technical ability in concert make him the inventor of the most jaw dropping tricks. The dark slide (a personal favorite) is one of around 32 tricks he’s created and inspired many more. He combines the past Californian surf style (i.e. flat surface tricks like spinning 360 degrees) with the current urban street style (i.e. jumping staircases, sliding down rails, flipping the skateboard, etc) and forgets about what is impossible. It’s as if physics do not apply to him. Past and present together make him a unique and unforgettable skateboarder. With rally cries for innovative entrepreneurship to usher in the next wave of industry, it’s easy to forget about the past. It’s always inspiring to thumb through old advertising awards books. It can be refreshing to see campaigns without the influence of Photoshop—when the idea wasn’t so stylized and masked in intricate design work. As we are constantly looking for the next new advertising campaign, products, service, etc, it’s...

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Posted by on Sep 28, 2009 in Branding | 1 comment

Work Multi-Dimensional

St. Ignazio church in Rome features some of the early multi-dimensional artists that used depth of field to push their craft to new heights (literally). It is multi-dimensional thinking that pushes a craft or profession to the outer limits and revolutionizes what is possible. Too often we are bound to one dimensional thinking; too often we ask, “what can fit inside this frame?” For example, how many lawn care services can one town have? Mowing grass is all the same… it’s one dimensional. What if you dare to be more? What if you incorporated a social mission into your business–give it depth, meaning and character. No longer are you just another lawn care service, you have a emotional connection with the community and do good by your business and those you support. To further illustrate multi-dimensional thinking, I stumbled across this incredible video that embodies many of the key characteristics of multi-dimensional thinking: How does this video work in multi-dimensions: Scrap and Start Anew — The artists that created...

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Posted by on Sep 24, 2009 in Business Development | 0 comments

“The Homer” and Finding Your Market Opportunity

Season 2, episode 15, Homer Simpson reunites with his long lost half-brother, Herb–a captain of the auto industry–in the “Oh Brother, Where Art Thou?” episode. Sick and tired of cliche, boring cars made by high-end designers, Homer’s brother asks him to design a car for the everyday person. He cedes his control to Homer, with an “anything goes” attitude. Homer explores every gluttonous pleasure to design a $82,000 car (dubbed “The Homer”) for the “everyday person.” Equipped with tail fins, a bubble dome and three horns that play, “La Cucaracha,” the touted car of the future is a hideous monstrosity of a vehicle. The auto maker goes out of business and bankrupts Herb Simpson. Without the middle men, Homer had free reign to do whatever he pleased. Why not put a tail fin on a car? It looks cool, right? No one could answer this question in the planning stages. It was only when the car made it to the showroom was the question answered. It is cool, right?...

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Posted by on Sep 18, 2009 in Marketing | 0 comments

Professor Bun Bun’s Intro to Marketing

With a doctorate in herbology and certificate to authenticate it, my girlfriends dwarf bunny, Professor Bun Bun leaves quite an impression. Every time our landlord or friend stops by, it’s always, “How’s the professor?” I’ve had many animals (a dog, cat and some others, turtle, gecko you name it) and no one has been “enthusiastic” about seeing them. Though she is a black dwarf bunny, the back-story (her degree in herbology) is what makes her a visitor favorite. She is not just another bunny, she’s one with a degree in herbology from Cornell. Creating a compelling story makes products, people, brands and things more interesting. Take example from a luxury brand such as the Ritz Carlton. In general, purveyors of luxury are detail-oriented. Cherries are not just cherries, they’re port cherries, and a French crisp salad is no ordinary leafy pile–it’s pepato, hearts of palm, white crane springs greens, villa manodori balsamic. Details, details, details. Think of Harry Potter. From Quidditch to elaborate spell names like Aguamenti and Expelliarmus...

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