The conversation centered around the topic of “Design Thinking” - which is also the subject of a new book by Roger Martin, titled “The Design of Business”, and also another book by Tim Brown titled “Change by Design”. I have not yet read the books, but look forward to doing so, and I will share my thoughts about them. For those not familiar with the term, design thinking are the words used to describe a process that balances the exploration of new ideas with current knowledge to drive innovation and generate value for companies.

Here are a few insights from the panel discussion.

Today’s business practices are too “scientific”.
Some of the discussion hovered around the notion that today’s business models are “too scientific”, according to Mr. Martin, who suggested that the need to “prove in advance” the success of an idea makes it practically impossible to innovate. Companies that are driven by analytical thinking strive to create predictable results based on past experience and rigorous quantitative analysis. These companies typically fail to support the kind of innovation that – by definition – introduces whole new ways of solving existing challenges. Design thinking is advocated as the practice enabling business to strike a balance between analytical thinking and innovation – which, the panelists argued, is essential to create a sustainable competitive advantage

Design thinking has many challenges to overcome.
According to the panelists, design thinking is already embraced by innovative companies (like Apple, Google, Target, Toyota, etc.) however these companies are the outliers in corporate America. Part of this is due to the fact that design thinking is not what is taught at most universities, and the tens of thousands of MBAs that enter the business sector annually are trained to use analytical thinking and scrutinize data to arrive at decisions….ultimately killing ideas that could make a big difference if they were explored further before being dismissed because they are “unproven”. Mr. Martin reminded the audience that if Steve Jobs had run Apple as an analytical company, such innovations as the iPod and iPhone would have never seen the light of day.

The current business climate is another challenge – as many companies will choose to “re-trench” instead of “re-think” - and according to the panelists this creates opportunities for those companies willing to apply design thinking to explore new, innovative processes, products, markets, distribution channels, etc.,

We need to question the question.
One of the most interesting topics of the evening was posed by Tim Brown, who suggested that not enough emphasis is placed on the question that initiates the design process. Being a designer, Tim has been trained to start with a “brief” - a document that outlines the objectives, audiences, requirements, etc. Designers are often handed the brief as a way to begin the design exploration. Tim not only suggested that designers should write the brief instead of the client, but should question the intent and need that necessitated the brief to begin with….he referred to it as the need to “question the question”. These comments made me think about the fact that we are in fact trained to strive for the answer…and perhaps generating more questions will lead to more interesting ideas.

Where does design thinking start?
Mr. Nussbaum asked “where and how do we start incorporating design thinking into a business?”. Will Setliff of Target said that it is important to find what he called the “locus” or central place where to start incorporating design thinking into a company. He said that it is important to change processes and not just products and services. Target of course, is a company that has become synonymous with design and innovation – and this is true not just in terms of the products they sell or how they operate their stores, but how they run their business. One example that Will shared with the audience is that at Target they take new hires and immediately put them through a process designed to reinvigorate their sense of creativity and set aside some of the stuff they learned in business school. This indoctrination into design thinking can be very impactful and invigorating for many of the business people – who, according to the panelists – often will resist going back to the old analytical approaches. Personally, I think that change must be championed at the top – and I am willing to bet that most organizations that embrace design thinking are led by CEOs who are visionary, independent thinkers who cherish innovation and who constantly challenge the status quo.

What does this mean for agencies like ours?
Creative agencies are typically started by designers – people who are trained to solve problems using a process that includes defining the problem, exploring a variety of different solutions, prototyping, testing, and adjusting to ensure that the final result solves the problem in an innovative manner. However, most agencies have not been very innovative in designing their own businesses. Most agencies have become victims of the pressures placed upon them by corporate America and as a result they don’t “question the question” - to borrow Tim Brown’s terminology – and they churn out advertising that is uninspired (both in terms of the creative or the media that is being used), branding programs that are developed in silos (packaging teams don’t talk to digital teams) and use processes that seem a bit antiquated (brand platforms that assume the company owns the brand in a world when consumers shape brands more than ever). It is time for agencies to re-think their business models. I feel that Liquid is in this category…however, we are painfully aware of it, and are hard at work, changing what we do and how we do it. That is one of the reasons for the merger with Neutron, and one of the benefits of having Marty Neumeier on our executive team. He’s constantly challenging us to think ahead of the curve and focus on innovative solutions.

Thanks for the inspiration to make some changes.
I left the conference rejuvenated and inspired. I would like to thank Roger Martin, Tim Brown, Will Setliff and Bruce Nussbaum for delivering an engaging and stimulating discussion. I also would like to thank Sandra Blevins of the Brand Collaborative for inviting me to attend. I returned to my hotel room with my head buzzing with ideas, anxious to work on the transformation that will help us deliver better work for our clients and create a better firm for all that work at Liquid. As I’ve said before….expect big changes.

Liquid now can boast one of the most respected thinkers and authors in our industry as part of our senior team…which will help us forge new paths and provide a higher level of strategic consulting to our clients. At the same time, Neutron’s clients now have access to world-class creative talent…which lives up to Marty’s definition of logic and magic. Everyone at Liquid is thrilled to work with Marty, and we’d like to welcome him onboard!

Welcome, Marty!

Take a look at the News Release - and, for the few of you who are not familiar with Marty’s work, take a look here.

Austin Howe is a writer that was referred to me by Dave Williams, Liquid’s Creative Director in Portland. We were pitching a job for Microsoft, and we needed a writer on the team. Dave suggested Austin, and also told me about Austin’s recent book, “Designers don’t read”…which I bought and started reading immediately.I love this book. It is funny and it hits home. However, I think that Austin gives designers too much credit. Unfortunately, most ‘designers’ that I know live up to this title all too literally - sadly, too many really don’t read. They browse magazines and study the most insignificant details in the tiny pictures that document design projects in magazines like Communication Arts or ID. Occasionally they may read an article hoping to learn some gossip on the latest ‘hot’ design firm…but it is a very rare designer that might read an article about design theory, history…and even less designers will read an article about business.At some point in his career, Marty Neumeier, our Director of Transformation, published a magazine called Critique. This was a beautifully designed publication with lots of pretty pictures…but it was published to start a critical conversation about design. Unfortunately, the magazine is no longer around - a victim of the lack of interest in reading.In my opinion, too many designers treat copy as “the stuff that you need to have in a layout to balance out the visuals”. Half the time they barely read it. It drives me crazy! Well…I hope they will make an exception for this short, inspiring book. A book that is nicely laid out, by the way - but has no pictures. Just smart and funny words that make you think…and will leave you inspired.Check it out on Amazon: http://tinyurl.com/yzusazrIf any of you have read it…let me know what you  think.

Alfredo Muccino writes about what the London brand means.
Below is an article written by Alfredo Muccino for CorpComms Magazine - the only monthly magazine targeted at the in-house communicator. The magazine offers advice and informative articles on a range of topical subjects, such as social and digital media, internal communications, sponsorship and CSR. Based in London and published by Hardy Media, the publication is edited by Helen Dunne, who contacted Liquid to get our thoughts on the London brand, since Boris Johnson, London’s mayor recently announced that he wanted to re-brand the city.

Having just returned from the British capital, Alfredo Muccino, Liquid’s Chief Creative Officer wrote a short article which appeared in the latest issue of the magazine.

Here’s the article. If you have any comments, we’d love to hear them.

London: The intersection of old and new.

“Some destination brands are easier to define than others. Las Vegas is defined by What happens in Vegas Stays in Vegas, and the brand promise is very clear. Vegas is a place where you’re invited to be wild. Everyone who goes there knows what to expect, and they immediately belong to the tribe. And, of course, Las Vegas delivers. In Vegas you are transported into a surreal landscape of make-believe palaces and landmarks, adult entertainment, gambling, bars and dancing girls. The value proposition is clear and anchored in truth.

So how can we define the brand for a city like London? What sets London apart from other cities? Why should I choose to visit London instead of Paris? What does London deliver? Is it the Royal family and Buckingham Palace? Is it the sense of tradition and propriety? Is it the punk movement that today feels rather traditional? Is it the pub culture, the warm beer and fish and chips? I think that these are outdated stereotypes, and in my opinion London delivers a very different experience today. The brand should capitalize on that.

Today, London is a vibrant multi-cultured centre where the modern provides a great contrast to tradition. You see this in the people, the architecture, the music, the food and the fashion. I find London to be sophisticated and energetic, filled with people who are creative, interesting, highly educated and extremely cosmopolitan. The city is not just a destination for business people but for visitors who seek a dynamic, entertaining and inspiring experience. In my opinion the London brand should leverage the idea of modernity challenging the past. It is in this contrast that lie the refreshing ideas that make London exciting and memorable. London is the cross roads of old and new…past and future…tradition and rebellion. This is something worth experiencing and something that London delivers with plenty of charm.

New book includes an interview with Alfredo Muccino, Chief Creative Officer for Liquid Agency and projects for Olive and City of San Jose.

A couple of projects produced by Liquid Agency are featured in the recently published book,”Copywriting: Successful Writing for Design, Advertising and Marketing” by Mark Shaw. Published by Laurence King, a company focused on the creative arts, with a global reputation for books that are acclaimed for their quality, vision and erudition, this book makes a nice addition to any library that includes books on commuications, marketing or branding.

Mark Shaw ran across some of Liquid’s work in the process of doing research for his latest book and called Alfredo Muccino to discuss potential inclusion in his new book. Alfredo and Mark chatted on the phone…Mark calling from London while Alfredo paced his office in California. The result of the conversation is a few pages focused on the approach that Liquid took to develop the brand voice and tone for Olive Media. Additionally, Mark decided to also include one of the posters that Liquid designed for “Music in the Park”, the annual music festival that takes place in San Jose.

“Copywriting” is a great book, and I say this not because Mark has included our work, but because well written copy and a clear brand voice are absolutely necessary in order to establish differentiation from the competition and accomplish communication and marketing objectives…and anyone that is interested in producing effective work should keep this in mind!  Mark ought to know…he is the founder of Jupiter Creative, a very successful creative communications agency specializing in retail and consumer brands….and one of the best in England (and beyond).

To purchase the book on Amazon, just click here: “Copywriting: Successful Writing for Design, Advertising and Marketing” by Mark Shaw.

This year’s event was a definite reflection of the state of the industry. More than other sectors, retailers are feeling the effects of the economic downturn, which means that with lower revenues and decreased spending, many people that usually attend the show decided to eliminate this year’s trip from their budget. The crowds were thinner, yet the atmosphere was far from somber and while organizations like POPAI – The Global Association for Marketing at Retail – celebrated the growth in their membership, retailers looked for ways to create more impact for less money.

Alfredo Muccino delivered a one hour presentation titled “How are brands using technology to drive sales” that was attended by a cross section of retailers, brands and their agencies. The presentation uses a variety of case studies (including best practices from Apple, adidas, Intel, Starbucks and Nike) to illustrate how savvy brands are incorporating social media, mobile technology, RFID, widgets, e-couponing and other technologies to create traffic, drive sales and promote loyalty.

We’re making the presentation available here, so feel free to download it and let us know if you have any questions. Download: The GlobalShop 09 Seminar Presentation. If you have specific questions, please contact:
alfredo@liquidagency.com

Alfredo Muccino, Liquid Agency’s CCO, is scheduled to deliver a seminar about using technology to drive sales at retail.

GlobalShop is the largest annual tradeshow of its kind in the world, featuring more than 800 exhibitors of fixtures, digital signage, visual merchandising and in-store marketing products.  GlobalShop’s conference program which has hosted more than 50,000 attendees features experts in store design and shopper marketing…and Alfredo Muccino, the Chief Creative Officer is amongst the speakers at this year’s conference.

As part of GlobalShop 09, Alfredo will be delivering a presentation on March 24th at The Sands Expo in Las Vegas titled “Technology, Brands and Retail: The New Landscape”. The one hour seminar will address the many different ways that brands are leveraging technology to make a bigger impact at retail. Using real case studies and current examples, Alfredo will explore how savvy brands are connecting with customers online and in-store using new technologies—ranging from social media to mobile devices. The presentation will focus on how brand managers and retailers can leverage the opportunities inherent in this new marketing landscape to create traffic, drive sales and build more loyalty from customers.

Last year Alfredo delivered a seminar on “Building Brands at Retail”, which was very well received and was attended by over 300 retail professionals, including retailers, brand marketers, creative agencies and merchandising fabricators.

Due to the difficult economic landscape, everyone expects that attendance at this year’s show will not be as high as last year’s event - however the folks that will attend will be the ones that are serious about their business. According to Alfredo, “The retail industry is being gravely affected by the economic downturn, and every brand and every retailer is interested in ways to drive sales. This seminar will help people understand how they can leverage technology to do just that - and do it cost-effectively”.

For more information visit www.globalshop.com

On Thursday morning, February 25, 2009, Alfredo Muccino, Chief Creative Officer at Liquid Agency, unveiled the new brand identity that Liquid designed for the California Association of Museums at the Annual CAM Conference in San Francisco. This year’s conference was held at the Kabuki Hotel in San Francisco, and was well attended by members of the association from across the State. To very positive response, the new logo was shown to CAM members for the first time immediately following a panel discussion moderated by Don Sanchez, the arts and entertainment reporter for ABC7.

A few months ago, Liquid Agency was hired by the CAM board of directors to craft a new brand identity for the association. The project was initiated in part as a way to celebrate the organization’s 30 year anniversary, but also to represent the growth of the association – in terms of its membership and also in terms of the services and resources that it provides its members. As the next phase in the assignment, Liquid will start designing a new website and the organization’s marketing collateral.

According to Alfredo Muccino, “Designing the new logo and brand identity for CAM was a distinct honor. Getting a chance to work with an organization that helps support museums in California and contributes to the cultural wealth of our communities is extremely rewarding at many levels. Liquid has participated in the branding of many local cultural projects, but this one was special since its reach was statewide.”

The design work was well received by the association members and its board of directors. Here’s a quote from Celeste DeWald, Executive Director, California Association of Museums: “We’re very pleased with the work that Liquid Agency has done on our brand identity. The new logo is distinctive and clean - and it reflects the diverse and dynamic nature of the association and its members. We’re very excited about it.”

Above are images of the current logo and the new one, as well as applications of the new identity to conference bags, t-shirts and business cards. As soon as we launch the new website, we will let you know.

In the meantime, we’d love to hear your opinion on the new identity.

In early January, Las Vegas hosts the biggest technology marketing event of the year, the Consumer Electronics Show.

For the last ten years, we have made the pilgrimage to CES in order to observe how consumer electronics brands are presenting their latest products and positioning themselves.

CES 2009 was no exception. We walked the show floor and noticed what brands were doing with their booths and their marketing campaigns. We took a lot of pictures, then published a report that showcases what caught our attention.

This year’s report includes a review of the following brands: Edifier, HiVi, BUILT, SanDisk, Lexar, HP, Kodak, Sony, BOSCH, LG, Microsoft, Intel, Motorola, Samsung, and DMC.

The report is available for free on our home page, under “downloads”.

Here’s the link: http://www.liquidagency.com/

Check it out, and let me know what you think.

Ciao!!!

Alfredo Muccino Chief Creative Officer Liquid Agency

More interesting to watch will be those coming from the troubled financial industry where Wall Street and Main Street banks must rebuild trust in their brands while simultaneously grappling with how to integrate acquisitions or spin off once powerful brands. These financial industry rebrands will be challenging which makes them fun to watch.  Here are a few rebrand moves that brand marketers will find interesting.

Bank of America deals with the Bull

Over the years, Bank America has abandoned dozens of acquired institutions brand names opting to bring them into the B of A fold.  Now the bank is breaking with tradition as it combines operations with its latest $24 billion dollar purchase - Merrill Lynch.  This time, both the Merrill Lynch name and iconic bull logo will survive.

Here’s how they plan to manage the two brands:Bank of America Merrill Lynch will be the name of the new corporate and investor bank. It will fly under the Bank of America flag identity. Merrill Lynch Wealth Management will be the combined firms’ financial advisory, brokerage business – this group will retain the iconic bull logo.I’ll be curious to see how this dual brand strategy plays out over time - provided B of A gets through its latest public relations disaster. AIG subsidiary runs away from homeAIG Financial Advisors, a subsidiary of bailout poster child AIG is changing its name in an effort to distance itself from its continually troubled parent.  But rebranding itself as SagePoint Financial – seems a bit hard to swallow.  I have a hard time associating wisdom and knowledge to anything ever connected with AIG.  Perhaps this rebrand should be put on pause – allowing the company to rethink how it should move forward – keeping in mind that a brand is not what you say it is – it’s what customers say it is.  They’ve got a difficult and maybe impossible task ahead – but this rebrand went too far.Watch for more posts coming on the financial industry’s rebranding efforts - I’ve got to think this is only the beginning.