Thinking Creative

Marcia Stone, Creative Advisor, brings an experienced brain plus a ton of energy and creativity to Element Three's process. She also helps Element Three clients think strategically about their brands' creative solutions. Along with Nila Nealy, she helped to create Element Three's unique Brand Chemistry process. Marcia's very good at translating marketing speak to creative speak and vice versa.

After working at the well-known Minneapolis agency Carmichael Lynch and on the Jeep brand in Detroit, Marcia served Bates Midwest as Exec Creative Director and Bates North America as Deputy CD. She also led Bates' international creative training and interactive initiatives. Most recently, Marcia consulted for mid-sized regional brands through her own Indianapolis firm, Free Range Consultancy. Marcia's work has collected over 300 creative awards from One Show, Clio, The International TV & Film Festival, the Emmys and many others. She's judged many branding creative shows, teaches brand creativity to Visual Communications students at Herron School of Art and Design and is author of The Creative Director Survival Guide. Her 30-year resume includes work for clients like General Motors, McDonald's, 3M, NCAA Final Four, IKEA, Mayo Clinic, RCA, Chrysler, Sony, Borders Books and Music and Harley Davidson.

 The New York Times Sunday Magazine this past week featured an article about the 20 somethings of today. It said that they are:

• marrying later (late in their 20's instead of their early 20's)
• rooming with mom and dad well into their 20'
• going to college longer
• putting off starting their careers so that they can travel or have other life experiences

In fact, the article referred to this generation as the Transitional 20's. It seems the right of passage for these 20-year-olds includes slowing down the process of being on their own. That's understandable given the difficulty of finding a way to support themselves due to our rough economy. Yet I think their "Baby on Board" parents tended to coddle them a bit more than previous generations, nurturing the belief that mom and dad would continue to take care of them until....whenever. This is the same generation that needs constant praise and constant audio/visual stimulation. Coming on the heels of Generation X and Generation Y, this must be Generation Z. If you are creating brand communications for them, keep in mind their lack of need to hurry to achieve as my generation (Baby Boomers) did. To their credit, they enjoy stopping to smell the roses and doing some good for the world.

Our brand consulting group is ready to help you engage with this generation or any other. Just contact Tiffany Sauder at tiffany@discoverelementthree.com to learn more.

 I recently hosted a young college student at my home for two weeks and my observation is that she spent most of her time 'living through the small screen'. Translation: her cell phone. She constantly texts, makes calls and surfs the web. Those of you who live with teens already know about this. To me, it came as a shocking reminder of how electronicized our youth have become. Recent studies by brain scientists link greater difficulties with ADD to extended use of cell phones and other electronic devices. Traffic accidents are caused by them every day. And in this case, I often felt I was having a conversation.....with myself. Don't get me wrong. I have an iPhone and use it for finding my way around, getting restaurant recommendations, texting, even making phone calls. But I don't recommend viewing the world through that tiny screen. All you have to do is look up. There is a huge virtual reality screen surrounding you. It's called THE WORLD. Let's actually live in it.

 Reading the New York Times this morning, I noticed an article about continually changing media. It mentioned that even the web will eventually be passe: a new mode of communication will come along to eclipse it. It also mentioned that at each new media discovery (radio, television, web), fears that other forms of media would 'go away' surfaced. In fact, the truth is that each new media form caused more people to become engaged with communications (including your brand communication). The proliferation of magazines, web sites, cable television channels, etc. are all testaments to this truth. As creators of brand communications, the best thing we can do to insure that we reach our brands' constituents is to link to a variety of media so that we have the best possible chance of multiple engagements with those who have allegiance to our brand.

 In a recent meeting, a young woman visiting our Indianapolis corporate branding firm for the first time used jargon of her industry, much to the chagrin of those of us who were in the room listening quizzically to her presentation. In the end, she was presenting her company's capabilities and hoping to see services to our firm. Instead, we all looked at each other after she left and said, "No."

Unless you plan to hand out a glossary beforehand, stay away from needless industry lingo. Its effect can be off putting and even worse, it can lose you business. And that's the bottom line.

 It seems to be happening. The creative jobs are finally loosening up. Art directors, copywriters, designers....I know many who were laid off during this tough recession. Some are freelancing but miss the benefits of their company jobs. Others are counting on the financial support of spouses or family. Others have just plain hit rock bottom. Well, at last, I have begun to see jobs for creative folk posted online. All of this makes me wonder....will the market ever be what it was? As clients continue to be somewhat conservative in their willingness to commit to billing levels with advertising agencies and design firms, both in Indianapolis and elsewhere, managers continue to be tepid on hiring staff. Perhaps the Hollywood model (in which just the right group of freelance consultants are brought together for each project) is the wave of the future.

Comments, thoughts? Freelancers and staffers?

 OK, does anyone else think that the two women who drove 70 miles from Washington state to Idaho to get dishwashing detergent with phosphates are over the line? How important are spots on your glasses? Are you willing to give them up for cleaner rivers and streams? (I guess I am...and I don't think I'm the only one.)

Next time I'm at a party and I notice spots on the glasses, I'm going to thank the hostess.

 I just spent a week on vacation in Montreal and Quebec City. Both are mainly French speaking, with English as a second language as well as any number of other European, Asian and African languages. Upon our return in the U.S., I was relieved to be back in a place where English was the default. But I also missed a few things.

In Canada, everything you buy seems to get about 25% added to the price in taxes. Knowing that Canadians get free government health care, though, made this more palatable for me. I left wishing we would be willing to do the same here in the states.

Another difference: infinitely clean streets, with constant sweeping by public servants and use of trash containers by all. I could only imagine there must have been a huge fine for littering...or else Canadians are just very compliant. (The same goes for jaywalking, by the way...it just doesn't happen. And NOBODY crosses the street unless the light is green, even if no one is coming.)

More enthusiastically interesting design, both in architecture and graphics. The advertising, product design, brochures, posters, interiors and buildings we experienced and saw seemed to have a pervasive sense of clarity, fun, colorfulness and simplicity. Overall, the brand communications didn't seem to take themselves as seriously, making for more brand likability. In other words, these Canuck brands made me smile. So I guess I tended to like them more.

After visiting Montreal's ultra modern convention hall with colored glass walls and a forest of pink plastic tree trunks in the lobby, you just can't help but smile. How can you make your brand communications, your brand identity, and the experience of your brand just a bit friendlier?

 Element Three has recently been involved in its share of new business pitch meetings. We've done our homework, made proposals and responses to requests for proposals and choreographed presentations alongside our strategic partners. But how does a smart client actually pick the right marketing/branding/creative partner? Here are the things clients usually look for:

1. Experience in their industry: this seems to give clients a sense of comfort. And it can help you ramp up quickly when you know the industry well, can speak the lingo and are familiar with the players and the issues. But don't be drawn in by this alone. The very best firms are fast learners. Firms that only work in one industry may get stale or be lulled into standard solutions.

2. Onboard capabilities: again, clients like knowing that the things they need are readily available. Again, this is changing as are the creative industries. No longer can most agencies and marketing firms afford to keep a full staff for every sub specialty because fewer clients are willing to pay the high fees to cover this overhead. So agencies are increasingly using the Hollywood model in which the agency is part of a web of trusted partners upon whom they call when specific needs arise. So rather than expecting all the resources to be on staff, ask who the strategic partnerships are and how much work they have done together successfully.

3. Integration: this is becoming a buzzword amongst clients, and for good reason. As marketing budgets get squeezed, all marketing touch points must work together and support each other. Ask for examples of integrated marketing efforts and find out how they work rolled out into the market.

4. Strategic creative thinking: not all clients have figured out this one yet but I think it separates the men from the boys. You can do all the strategic thinking you want but if it's the same as everyone else, you'll likely have a "me-too" brand or a marketing plan that's a lookalike with your competition's. Creativity and innovation is key to success in strategic brand and marketing strategic work as is strategic thinking key to successful creative work. Though your creative may be wonderfully fresh, if it's saying the wrong thing or speaking to the wrong people, you're wasting your money.

5. Return on marketing investment (results): many clients ask this first, especially in our tough economy. Ask for examples of their work along with the results they caused. Even if they can't state a number figure (private companies sometimes will not release this data, even to their agency partner), you can still ask for any evidence that the work succeeded in reaching its goals. (new customers, successful product acceptance, entrance into new market, broader share of market, etc.)

5. Good chemistry: many clients don't formally ask this question but in fact it is probably the most important unconscious factor that either makes or breaks the outcome for the agency. Do you enjoy meeting with the agency team? Do they seem sincere and enthusiastic about your business and your market? Do you trust them to do what they say they will do? Check out their references, especially clients they have worked with long term, whether they are in your field or not.

Happy hunting!

 Indicators at Element Three are that pent up demand for brand identity development, brand positioning strategy, strategic marketing planning, design and advertising creative services are on the upswing. We're hopeful that this is a sign that business is finally picking up and markets are recovering from this long, hard time in our economy.

Businesses that continue to invest in their brand and marketing outreach in tough times are the ones that historically recover more quickly and build their businesses long term.

We'd like to hear from you. Have you been experiencing upward trends in your business?

 I recently viewed a two-way e-mail exchange between two business colleagues (not Element Three colleagues!) in which both parties obviously were in conflict with each other. Hot words were exchanged, though sometimes cloaked in politically correct phrases. As a result of the exchange, one of the parties quit their job.

As a communicator, I often lament with my students this kind of misuse of e-mail communication. Because it is so easy for many people to write things they wouldn't be comfortable saying out loud, written responses in tough situations can quickly be blasted off into the ether of the internet never to be taken back. In fact, sometimes e-mails written in the heat of the moment even get sent to the wrong person by mistake, further complicating an already difficult situation.

Here are some recommendations about using e-mail wisely:

Don't write an e-mail in a moment of anger, fear or humiliation. Wait until you've had some time to process what is going on and get clear on what you actually want to have happen short and long term with the person you are considering e-mailing.

Write every e-mail as if it might be saved, printed and shared with others because it very well might be. Don't say anything you wouldn't say to the person's face.


Remember that in e-mail communications, you don't get to share the nuances of your tone of voice, facial expressions or body language. So phrases that are open to interpretation may mean one thing when spoken and other when written. Also try to stay away from slang or vernacular phrases in e-mail communications because they may be interpreted differently by the receiver than your intention.

Keep your e-mails brief and to the point. Use them to share detailed information, directives, key information that colleagues need to have in writing.

If you need to have a critical conversation, do not do it via e-mail. Take the time to speak to the person one on one. Being in the room is best. If that is not possible, using a Web cam two way communication is second best. Phone calls are third best. And texting or writing online comments are equal to e-mailing.

And most importantly, E-mail communication, when done via your company's e-mail server, IS brand communication. Brand communication affects your brand. Writer beware.

 OK, this has nothing to do with marketing communications. But if you have a chance, go and see Toy Story 3. It's an animated film with real heart. It's beautifully produced. And you definitely don't have to be a kid to love it. (though it helps if you go with one!)

 I was having lunch recently with a good friend of mind who is a well known freelance writer in the Indianapolis creative community who has worked with many an Indianapolis ad agency or design firm. I've also spent about a third of my career as a freelancer. In that role, you get to experience many different corporate cultures...briefly. And you get a chance to note both the talent and, often, the dysfunction present in most agencies or design firms. I certainly did. 

As a result, when it came time for me to hire creative talent as part of a brand marketing group or ad agency, I took into account not just the work in the portfolio but the personality of the interviewee. Would i want to be in stressful situations with this person? Could I trust them to come through with the work, on time? Would they be open to feedback? Would they be someone I would feel comfortable having in a serious client meeting? Craft skills can be improved. It's pretty hard to expect someone to change their outlook on life.

My friend and I agreed that this is the area where the most growth is needed in our industry. Luckily, I am a practitioner and also a teacher. Part of what I stress in the classroom is not only the ability to solve problems using the design process – but also to work effectively in a team in a positive, respectful way. I see many 'aha' moments as students come to realize the sorts of personal outlooks that hold them back from contributing to their fullest. They aren't about type, image, concept or layout. They're about their own lenses or perspectives on the world. So I aim to teach emotionally intelligent designers because that's who I'd like to help send out into our industry. 

If you have experience in this area, stories to tell or are interested in this topic, I'd love to hear from you. (comments welcome!)

 As someone who writes and comes up with brand communication ideas for a living, I sometimes need to use insider language for a specific audience. My preference is to use conversational language that the audience will both understand. My intention is to build a relationship with them. As part of that effort, sometimes slang and jargon is helpful. To see some of the most common American English slang, go to this link.

 I spent most of my career working as an art director in advertising agencies. I have to admit that very little of my current clients' budgets are going toward paid advertising these days. But the same way of thinking conceptually still holds value. I am constantly impressed by how many great brand communications are mainly visual, with very few words. Check out this link to see some excellent examples. Inspiring, aren't they?

 Retail music consultants match just the right kind of music for a store's retail concept so that, for instance, when you're visiting a fast food restaurant, the music urges you to eat quickly instead of hanging around. When you visit a store that features slightly quirky, somewhat retro fashion, the music might be a similar mixture. Perhaps because retail business measures its success by the hourly intake at the cash register, anything that might help encourage purchase through any of the senses is fair game.

Whether your brand is a retail one or not, you may want to consider sound as part of your brand positioning strategy. Is your brand loud or soft? Will your brand communication include music, sound design, or atmosphere perceived aurally? Anyone who has gone to a movie theater and experienced the power of music and sound as part of the movie experience knows how much the mood is heightened with the addition of either silence, a whisper or a loud bang. Just the right music can either counter or underscore a mood or message.

As part of managing your brand, use all the senses. They can not only bring life to your brand communication, they can create a higher level of engagement for your customer.

The web site, Urban Dictionary, defines "hype" as "a fad, a clever marketing strategy which a product is advertized as the thing everyone must have, to the point where people begin to feel they need to consume it."  A "hype man" is "the person who helps gets the crowd hyped/amped/pumped before/during a show." And a "hype machine" is "a video game or movie that may or may not be good, but generates a very large amount of hype before it's release." As you look at your brand positioning strategy, be careful not to fall in love with your own 'story' too quickly. Often, at Element Three, we advise our clients to do thoughtful competitive research before we establish their brand's visual and messaging elements. This insure that we're not creating unworthy hype that the brand's product or service cannot match. Hype is its own enemy. It can create long term credibility issues for your brand...so that future brand communication falls into question. Let us develop a Message Matrix that keeps your team on message for each of your audience constituencies so that your brand has a long and healthy life.