While we like to keep this blog focused on current events and thoughts on marketing, branding and design, every now and again it’s good to put up some old fashioned shop talk. We hope you don’t mind this small form of self promotion…

XSP& 2.0

You may be familiar with a program we launched a few years ago called XSP&. Well, after receiving some outstanding feedback from our clients we’ve been hard at work to evolve the program to include group workshops, weekly meetings and phone conversations, lower fees and the very exciting living XSP& book. We’re putting the finishing touches on it now and look forward to launching it soon.

Does your business…

If you know anything about SOZO / PIVOTAL, you know about our tagline:  Does your business…

Over the years we’ve had a lot of fun with it and now we using it as the title to our new e-newsletter. Yes, an e-newsletter! For years, we’ve written a blog and now we’re looking to engage even further with our colleagues, clients and friends through this newsletter.

Tips. Commentary. Interviews. Promotions. SOZO / PIVOTAL news. Client News. It will all be there in the DOES YOUR BUSINESS newsletter. Please take a moment to subscribe today!

You may recall the company ran a spot that many felt made light of the repression in Tibet. Some may question the ad agency, in this case CP+B, and their creative tastes and political correctness. But ultimately, the decision comes down to the client. Someone at Groupon clearly signed off on this creative direction. According to Ad Age, there was some confusion as to whether CP+B was fired or whether or not they just concluded a short-term Super Bowl project.

It doesn’t matter who came up with the concept that riled up so many viewers. What matters is that Groupon openly admits that they placed too much trust in their ad agency? Groupon CEO, Andrew Mason, recently told Bloomberg BusinessWeek that “…we learned that you can’t rely on anyone else to control and maintain your own brand.”

Really? Control? Maintain? These are things you let outsiders do?

Groupon is the latest in a long string of technology media darlings and Mason is deserving of most of that credit. But where he and Groupon messed up is in their thinking that an ad agency is a tool you plug into your organization and let it run on it’s own volition.

There’s an extremely fine line drawn between letting your agency be creative and letting your agency go too far outside the message that you want to convey. Did Groupon get lazy in their agency engagement? If so, that’s their fault. But is CP+B to blame as well? I’m sure to some extent, but they’re also paid to throw the craziest of ideas up on the wall and seeing what sticks. Of course, it’s also their responsibility to do that in the best interests of their client. I would definitely take that as a mistake on my part if I heard a client saying they should have been more involved.

My main point here is this: your marketing agency doesn’t have all the answers and they shouldn’t act separately on your behalf. If you’re hiring them to run with your advertising or branding without you being involved, you’re doomed to fail and ultimately risk losing control of your brand.

You don’t want to suffocate the creative process that you’re paying an agency to support you on. However, you should never excuse yourself from being involved in that creative process. It’s extremely important to us that we’re able to say that we’ve answered the following question when creating marketing strategy for our clients:

1. Have we gained a complete understanding of their unique challenge and company vision?
2. Have we stressed the importance of their involvement in the entire creative process?
3. Are we acting in their best interest in everything we create?

While being an engaged client with your marketing agency doesn’t guarantee success, it’s safe to say that the clients who we’ve worked with over these past 11-plus years who aren’t enthusiastically involved in the process have essentially thrown their money and time away. Think about that for a moment before you jump into hiring a creative agency. What is your budget — in both money and time? If you budget things appropriately, you’ll feel like you’re spending a bit more time, but probably saving a lot more money.

Sure, news of their struggles — as well as the challenges of other publishing entities like newspapers — is nothing new. It’s just that this particular news hits close to home because I’m guilty of something. I’ve been using Borders…and Barnes & Noble for that matter.

I use them to browse. I may buy an occasional cup of coffee or magazine, but my visits usually involve jotting down books that appear interesting to me and going back and buying them on my iPad. I’m horrible, I know, but I wanted to get that off my chest.

Whew.

I suppose I’m comfortable with the fact that I know I’m not alone. I always see a lot of people in the stores, but I don’t see a lot of long lines at the checkout.

Back in the mid 90s it was a Saturday morning ritual for me to grab a coffee and go hang out and lose myself at the Borders in Birmingham. I would spend hours there just browsing through books and magazines. More often than not, I would actually buy something as I left. That was then. That was before the Internet really took hold and way before the iPad became my one and only physical book.

Borders never caught on to the digital revolution. They watched (and tried to partner with) Amazon as they took over the online bookselling marketplace. When the Kindle was introduced, they waited and waited before they introduced their e-reader alternative. At that point it was obviously too late.

There’s a hard marketing lesson for every business to learn from the Borders story. When you stop innovating and when you stop creating new ways to grow all you’re really doing is dying. It’s particular tough to see a business like Borders go through this. On the surface they looked just fine. Shelves were always stocked. People were milling around the stores. Employees always willing to help you find a particular title. Folks sitting in the cafe poking away at laptops. Music playing. The smell of coffee brewing. It was many people’s happy place — I know it has always been mine. But in reality it was more like a functioning alcoholic than a company that physically looked like it was in ruin.

Let me throw a question out there. Does the spot do anything more than pump up us folks who already live in this fine area? Think about it. If you didn’t already live here would this two-minute commercial make you consider moving or, at the very least, visiting? Be honest and think about that for a second. Then let me ask you if you think it’s really going to move any Chrysler 200s? What do you think?

As well-produced as the spot is and as gritty and Detroit-like as the voice over talent sounds reading the script, I don’t make a connection to selling cars or a city on an upswing. I don’t want to be a downer on this, but I really don’t.

I think it’s time we gain some perspective on the things that we rally behind as far as a citizen of a city that’s a wonderful place with an outstanding history and, as far as I’m concerned, a very bright future.

The Chrysler Super Bowl spot is a lot like Detroit 1-8-7. As a Detroiter it’s hard to get a handle on the success of either when all you hear is everyone’s hometown pride in seeing their city featured in the national spotlight.

While it’s pretty neat to see familiar places that you drive past every day showcased on a national level, I argue that the reason we like this attention on the Motor City isn’t so much because they’re successful (the future of Detroit 1-8-7 is supposedly hanging by a thread), but because they feed our inferiority complex as a city suffering a little pain right now.

As I mentioned, I think it’s a wonderful spot. Great photography. Great scriptwriting. I do like the gritty voice-over and the shots of Detroit, but think about it and watch it a few more times and wonder to yourself if it’s not just a little too cliche for its own good. It’s hard for me to understand exactly how Chrysler plans to sell more cars with a campaign that focuses more on Detroit than on the fact that their cars have never really been associated with “luxury.”

With that said, what does really resonate with me is the “Imported from Detroit” tagline at the end of the spot. Now that’s something to be proud of. That’s something we can get behind. That’s something that is in fact true. Hopefully that plays a larger, continuing role in this campaign. As Detroiters we know why we’re here and those reasons can be as far-reaching as the reasons why others aren’t. Trying to convince a nation how great Detroit is doesn’t do anything for our self-esteem which is visibly battered. Watching TV shows about the city, or celebrating the celebrity who takes pride in his hometown or seeing an ad spot created around the rough times in Detroit is only an bandage for our deep-rooted pains and lack of local confidence as a top-tier market. I’m a firm believer that you can’t talk about how great you are…you just have to be great.

With that said, let’s create some advertising that sells cars. Let’s create TV shows that capture a nationwide audience and let’s make cars that truly stand apart from the German and Japanese imports. It can be done. Let’s do it. Then we won’t have to say we’re a city that knows about luxury. We just will.

This person has been involved in the prospecting, pitching, maintenance and growth of a client relationship and fully understands that revenue — and ultimately payroll — is only created by doing outstanding work on an ongoing basis for their clients. In addition to strong technical skills in their field, they are able to communicate effectively with clients and articulate the business advantages of a strong brand, unique messaging and creative design. These experiences are preferred over large agency and single-focused backgrounds. This is a unique opportunity and clearly not for everyone. If you are interested in learning more about working with a branding and design agency that has over 11 years of success, please contact us at info@sozopivotal.com. Instead of cover letters or traditional resumes, please WOW! us. In your email, please include the following:

• A one-sentence description of your passion and unique ability,
• a link to your portfolio,
• a sentence explaining why you may want to work with a company like ours, and
• a brief example of your entrepreneurial spirit.

We look forward to meeting you!

From what I’ve heard, that’s all changed. The auto show is back. Porsche is back. And most importantly the excitement and ownership of this being THE auto show is back at Cobo Center.

I wouldn’t consider myself a car enthusiast, but I love the auto show. I love that new car smell and I go down every year with my dad. Part of that tradition is also a stop at Lafayette Coney Island after a couple of hours walking the floor and picking up car brochures.

One thing I’m really excited about this year is the “Smarter Living in Michigan” exhibit located downstairs in Michigan Hall. Our client, Albert Kahn, created the design and developed the floorplan and layout that surrounds the Ride and Drive Track where visitors can ride and experience electric automobiles. As part of the Kahn exhibit we created a short video about the history of Albert Kahn, the architect, and his involvement and friendship with Henry Ford during the automotive industry’s early days. The video also focuses on the principals of sustainability that were important to Kahn back then and how they remain relevant today in what the 116-year-old firm provides to other industries such as health care, higher education and corporate buildings and infrastructures.

You can learn more about our relationship and work with Kahn here.

Yes, I really, really like it as both a design and its alignment with their business strategy. What I’m not so sure of is Starbucks’ actual business strategy. Is continuously stretching its brand into other areas — music, web publishing, food, other types of drinks and breakfast items — a good idea? That’s a heavier question than an outsider like me can handle. But you have to ask what’s next? Who knows, but the identity re-design is a clear indication that there’s more non-coffee items on their horizon and it sets them up perfectly to venture into whatever they want without fencing themselves in as Starbucks Coffee.

Several years ago after the iPod went from must-have to everyone-has, Apple quietly removed the word Computers from its brand name. They had a plan that the desktop computer wouldn’t exactly be their core focus moving forward.

That’s clearly and officially what Starbucks is doing and making a statement about now. They’re continuing to stretch what it is they offer to the folks who stop in to their “third place.” Where does that come to bite them? Who knows. For Apple it hasn’t happened yet. Of course I’d argue that the only real brand extension for Apple has been their venture into the music-selling industry. Otherwise, every device they launch is essentially an evolution of the personal computer. Starbucks’ march into different directions isn’t so evolutionary to their original core product.

But wait a minute, maybe it is. Perhaps its never really been about the coffee. It really is more about the sense of community that you experience in one of their shops. That meeting place. That third place between home and office. Selling newspapers and breakfast sandwiches only keeps you around. The same can be said for the free wi-fi and the web publishing platform that they’re now offering.

The coffee maker has never had a problem with its brand identity and design — whether it be their identity or their interior design. Part of their visual success has been the fact that they’re everywhere. In many respects repetition breeds great design. The most memorable and oftentimes successful designs are those that we see most often — whether or not their really visually appealing. After all, you’re techno-color dreamcoat isn’t all that brilliant if the lights are turned out, right?

Contrary to what many designers may think, Starbucks isn’t in the business of creating revolutionary designs and logos. It’s also not in the business of pleasing everyone with visual re-design. If they know what they’re doing, they’re not sitting there wondering if everyone’s going to like their new logo. Instead, they’re contemplating whether or not the new mark aligns with the vision and direction of the company.

As far as aligning with that vision and direction, I think they nailed it. Now only time will tell if it’s the right vision and direction.

However you refer to it, surely you’ve experienced the frustrations of not being able to get into that place where you’re free from distractions and capable of producing outstanding work. While we consider ourselves an extremely creative company here at SOZO | Pivotal, we certainly don’t spend 100% of our day being creative. No company does. The phone rings. The bills are due. Minor edits need to be done. The CPA wants us to find some old receipts. The plants need to be watered. Employees need to be met with. The budgets need to be balanced.

This is the stuff that you don’t necessarily see on Mad Men.

But it’s really a day-in-the-life of the entrepreneur. Without proper focus, business owners unfortunately aren’t able to carve enough creative time out of their days. It really needs to change. While we face our own challenges with focus within the walls here at SOZO | Pivotal, our clients see the same obstacles when it comes to focusing on their brand and the things they need to do — on their own or with us — to differentiate and tell their story. Too often we step into meetings where the client hasn’t properly allowed themselves the time for the creative attention that they need to draw upon to be effective. It’s not their fault. They rush from meeting to meeting and their creative time is wedged in between a number of daily tasks.

I’ve been banging my head against the wall in how we can make a switch to be able to focus better and get into that uninterrupted happy place for a while now. Then I found this article on one of my favorite blogs called “The 99 Percent.” While the system outlined in this article seems simple, trust me it’s not. “Getting Creative Things Done” is an impossible task if you indeed look at creativity as a task.

We say it all the time, but it’s definitely worth repeating:  the best work we do is the work that is a face-to-face collaboration between us and the client. It’s never about us getting an assignment, leaving a meeting and returning a week later with a completed piece of work. What we offer isn’t a commodity, so why should a client be allowed to rattle of a list of items without being actively engaged? This isn’t the grocery store.

I encourage our clients to really take a look at that article and reflect on where their responsibilities are in participating in the creative process. This certainly isn’t a criticism of our clients and for the most part all of our clients are truly engaged in this process! But, are they robbing themselves of the necessary time it takes to focus on being creative without the phone ringing or email blinging or thoughts of the next meeting looming over their heads.

So with the Holidays upon us, take some time as you review your 2011 goals and resolutions and think about how you’re going to engage more in the creative process. Here are some things I’m focusing on in regards to creative focus:

1. Eliminate my obsession with seeing and responding to email. Checking messages as soon as possible kills any type of focus and flow. I’m trying to make the habit of only checking email twice a day.
2. Turn off the Internet. In addition to checking email with less frequency, I’m also staying off Facebook, Twitter and blogs that I like to frequent. I’m a firm believer that the more people are on these sites the less they accomplish. Sorry, that’s how I feel. I feel the same about television. I’m willing to bet there aren’t a lot of successful people who spend hours upon hours in front of a TV set. However, while many say these tools are simply just a waste of time, I tend to think they just waste time at all the wrong times. I’ll do a quick check into these things while I check my email. That’s it. I seem to come up with my best ideas while I’m riding my motorcycle, driving my car, waking up in the middle of the night  or while I’m in the shower. Why do you think that is? Because, for the most part, there aren’t any distractions waiting for you while you do those activities. When you’re at your desk you need to create, not surf!
3. Finally, I’m doing a thorough job of creating my “to do” list of tasks that need to be completed. These are generally five to 15 minute activities. Everything else is a project with many tasks. True creative endeavors are projects and I try to separate the tasks from creating. Creating can be sitting there sketching out ideas, thinking about the project’s pros and cons, throwing ideas on a whiteboard or visualizing the various aspects of the process. The key here is that you won’t necessarily feel “done” with these creating endeavors, but they are a very important part of the overall project.
4. Inevitably while I’m in these creating modes, stupid items will pop into my head. Everything from grocery lists to bills that need to be paid. Make sure your to-do list is near. Hurry up and right it down and then forget about and get back to creating.

While there’s nothing earth shattering in here, I think it’s important to digest everything you possibly can about getting into flow and focus in the work that you do. Think about what you love about you’re work. I’m willing to bet it’s that uninterrupted time where you’re extremely productive. You know what I’m talking about…that period of time where the clock stands still and you forget to eat lunch or stretch your legs. Yeah, we could all use more of that time.

The phrase has always been a tagline of sorts at SOZO | Pivotal. I just came across one of those books today and thought I’d share those questions with you. Some may hit home and some may not hit anything. Enjoy!

Does your business…ask why or why not? Does your business…ever close? Does your business…hit its targets? Does your business…accomplish more in one day than most people do in a year? Does your business…ask what’s wrong? Does your business…believe it can never fail? Does your business…do what’s right? Does your business…set goals it won’t reach? Does your business…know it’s better? Does your business…listen? Does your business…pretend it cares? Does your business…see the lesson in a mistake? Does your business…encourage creativity? Does your business…have a chance to plan for the future, or does it just worry about the past? Does your business…laugh? Does your business…know when it’s time to try something else? Does your business…make critical decisions on a daily basis? Does your business…expect greatness from everyone? Does your business…have customers who are going to come back even if you make a mistake? Does your business…have passionate employees, clients, vendors and friends? Does your business…have something to prove, everyday? Does your business…feel stuck? Does your business…reward success or seniority? Does your business…have great clients? Does your business…need more business? Does your business…get cocky? Does your business…get recognized? Does your business…get dirty? Does your business…know how to throw away a garbage can? Does your business…want to do a little more? Does your business…have it all and want a little more? Does your business…live in the past or plan for the future? Does your business…have a strong message? Does your business…think it’s all about the money? Does your business…volunteer? Does your business…keep going while others give up? Does your business…plan on making today better than yesterday? Does your business…ask the tough questions? Does your business…rock, roll or roll over? Does your business…know there are better ways to stand above the competition? Does your business…pay its vendors? Does your business…have bottled water and a 401(k) plan? Does your business…get it? Does your business…know what it’s doing? Does your business…feel happy where it is? Does your business…have common sense? Does your business…get involved? Does your business…work five or seven days a week? Does your business…educate? Does your business…have its own personality? Does your business…have a competitor that’s doing everything better, all the time? Does your business…make the same mistake twice? Does your business…have employees who love what they do? Does your business…like what it sees? Does your business…make others think? Does your business…finish the day knowing it gave 110%? Does your business…have a clear identity? Does your business…get along with the competition? Does your business…have energy? Does your business…know it can be more? Does your business…ever close? Does your business…hit its targets? Does your business…have an opinion? Does your business…want to fix what’s wrong? Does your business…invest in the best? Does your business…pay its taxes? Does your business…take shortcuts or do it right the first time? Does your business…know what’s going on in the world?