“Because we think harder.”

My daughter and her friend Fouzan dropped in for a short-lived fall break from college last weekend. Fouzan was raised overseas and therefore largely unfamiliar with American holiday traditions, so we decided to visit a pumpkin patch and introduce him to pumpkin carving.

A Side Trip

On the way back from the pumpkin farm my daughter suggested we drop by Brainstorm and give Fouzan a quick tour of our offices.

Fouzan was immediately taken by Brainstorm’s logo design - fascinated by the simple elements and concepts it symbolized: A power outlet, a thought or dialog bubble, a head, a user interface, a monitor or television, a brain, a spark, an idea… a brainstorm. He remarked about it several times, seeing the tie-in to what Brainstorm does as well as the potential brand and service talking points the mark might inspire.

“Because we think harder,” he mouthed, noting our tagline.

Seeing Symbolism in Tradition

Afterward we returned home and retired to my kitchen to butcher the pumpkins. Almost at once everyone became engrossed with their respective pumpkins - particularly Fouzan.

Fouzan’s pumpkin carving and the Brainstorm icon

A gEEk’s Carving

At last Fouzan unveiled his carving. He smiled broadly as he turned his pumpkin toward me. And there it was, an interpretive work - the Brainstorm icon. “Not bad for an electrical engineer,” I said. “There are double “EE’s” in gEEk for a reason - and that’s a gEEk carving,” I joked, impressed.

He had planned to take his creation back to college then offered it to me instead, encouraging me to place it outside prominently on Halloween night where it would get more brand exposure than the stoop at his college abode.

Engineer? I think Fouzan may have a nose for business and a natural brand agent sensibility.

Hollywood comes to Indianapolis

The annual Heartland Film Festival kicks off a 10-day run in Indianapolis today. This year’s festival features a record 87 films from around the world.

Heartland Truly Moving Pictures
is a non-profit organization that seeks
to recognize and honor filmmakers
whose work explores the human journey
by expressing hope and emphasizing
the best in human spirit.

The Festival will award cash prizes totaling $200,000 to winning dramatic, documentary, short, and student films at the Crystal Heart Awards ceremony on Saturday, October 17th. Audiences rate movies and vote for their favorites throughout the Festival and Audience Choice Awards are presented at the end of the Festival.

The Heartland Film Festival awards ceremony

“We’re excited about the number of opportunities film lovers have to experience the Festival this year,” said Jeff Sparks, Heartland Truly Moving Pictures President and CEO. “If someone has never attended the Festival before, this is definitely the year to give it a try.”

Over the past year, Brainstorm partnered with Heartland Truly Moving Pictures on the architecture, design and development of their Truly Moving Pictures website and we’re proud to be a 2009 Premier Level sponsor of the Festival.

A Mark Left

I live in an urban environment with a bus stop near the front of my house. One morning, my neighbors and I were dismayed to awake to graffiti. Our bus stop had symbols painted on it, store front windows were etched, a residential fence defaced, and the light post marked.

“The value of identity of course is that so often with it comes purpose.”

-Richard R. Grant

While I don’t think anyone in the neighborhood was surprised that it happened, we were grossly disappointed. We all work hard to maintain our beautiful space, but someone with a different connection to our space worked hard to mark it as their own. How hard they worked is debatable but they made their mark.

Leaving a Mark

Our identity is hugely important to our success, whether we’re a small business, an individual or a gang. We all create an identity, intentional or not. Some of us leave a mark and some of us don’t. I learned something from the “un-identified” (in my world) gang. They have an identity that means something to their audience, probably their enemies. It means something to me too – there is never an appropriate time to push an identity on someone, or a community, if they don’t want it.

Likewise, how your identity is imposed upon and received in today’s social media communities is a critical component of any brand design and marketing strategy.

Consider yours carefully, seek good counsel and identify yourself properly.

Image: Robyn Gallagher

Her love of
chicken and waffles

Our latest list of inane musings from the Brainstorm office white board:

Top 20 Reasons We Like Margo

1. She can call Goldie Hawn Mom, and get away with it
2. She sits funny
3. Her love of chicken and waffles
4. She always smells good
5. Bubbly personality
6. She makes random outbursts!
7. Denies ever being married
   to a Black Crowes band member (see #1)
8. She’s shorter than me
9. Her outgoing nature
10. She listens to me ramble all day
11. She’s a good superb stellar designer
12. She can talk and work at the same time
13. She talks to herself more than I do
14. It makes Jenni us all happy to have her here
15. Post-It note® reminder to herself: No candy No candy NO CANDY
16. Cute as a Kate Hudson button,
    sweet as a Kate Hudson pie (see #1)
17. Even her name is fun
18. She breaks into spontaneous song
19. Her smile :)
20. Because she limited herself to adding only 2 items to this list.
21. She won’t take offense at this board

See the entire board

Savoir faire:
A polished sureness in social settings

Indelible or invisible?

You know the adage about first impressions. People are always making quick assessments of you or your brand based on how you look, what you say, and what you do. Eyebrows may raise, ears may perk up, or you may be completely ignored. Even a non-reaction is a reaction. Unless you’re surveying your audience on a regular basis, you may not even realize the impressions you’re making, or consider their impact, good or bad.

An impressive following

Think about how this applies on Twitter—how you form impressions and make snap judgments about who you do or don’t follow. It usually starts with them following you, or recommendations from those you trust. How often do you check out the Tweeter before you follow them—their content, name, URL, bio, and, yes, their background image?

Care enough to do a background check

A small online poll provided these nuggets of information about who checks out backgrounds:

• 50% of respondents said they view background pages often, 28% said sometimes, for a total of 78% who view background pages.

• 73% of respondents use a Twitter app such as TweetDeck, Seesmic, or HooteSuite that normally precludes them from viewing an individual’s Twitter background image.

• Based on the total number of respondents who said they view background pages often or sometimes, 75% leave an app to do so.

• The remainder, slightly more than 24%, view Tweets—and backgrounds—in web view mode.

One respondent’s comment underscores the numbers:

“I use Seesmic Desktop and occasionally Seesmic Web. Still prefer to look at Twitter Web when evaluating followers and potential follows.”

Although the sample size was small and the poll was simple, it underscores the importance of a web background as the first step to a strong online brand in Twitter. That brand is the first and sometimes only impression potential followers get. That split second impression could impact the next rung of your success, no matter how you personally define it.

Image: alainelorza

Some of us made waves at The Indiana State Fair this year.

Watched Ed blush
while listening to DNR demo on
birth control for geese

Our latest list of inane musings from the Brainstorm office white board:

Top 20 Fun Things Brainstormers Saw/Did at the State Fair

1. Watched Ed blush while listening to DNR demo on birth control for geese
2. Got a “family” picture taken
3. Draft horses (Finally, something bigger than Bob!)
4. Week-old goats
5. And plenty of weak old goats of the human persuasion
6. Picked up a Purdue football schedule. Go Boilers!
7. 1,500 lb cheese sculpture
8. Fried Pickles
9. Got zits from eating fried food!
10. Plowed into Bob’s back
11. Grateful Barb didn’t force us to watch dog being spayed (ewww…)
12. Recording Joellyn’s Facebook video on touching boars (World’s Largest!)
13. Ate and ate and ate and…
14. Watched Bob on #13
15. Opened the exit doors at the top of the Ferris Wheel
16. Released our aggression on the bumper cars
17. Watched the world go by
18. Goats trying to help themselves to food from the coin-op food dispenser
19. Got a pink pig pencil topper
20. Won a piggy bank for Denita Jana
21. Fresh Ice Cream straight from Ice Cream Cows

See the entire board

Share your experience.

Share everything. Make it easy.

A positive experience with your brand lingers with those who encounter it. It can become part of their life experience, and people enjoy sharing life experiences.

Therefore, it’s important to provide opportunities and simple ways for people to embrace and share your brand content.

Here are 10 ways to distribute your content and extend your brand:

1. Multi-Channel Distribution
   Use multi-channel distribution mediums like Posterous.com. Posterous allows you to assemble your content in, and send it via email. Simply send an email to Posterous with your formatted content attached. PDFs, text, images, even video are immediately forwarded to multiple social sites of your choice. Once distributed, users or fans can easily share your branded content with others.
2. Widgets
   Use widgets like Share This, Add to Any, or Add This to enable single-click sharing on other web sites and social media pages.
3. Micro-blog
   Create an account and build a following of constituents, friends, like-minded individuals, clients and prospects on a micro-blogging site such as Tumblr, or Twitter. Post short messages with information or links to your content and users can re-blog posts of interest. You can also feed your micro-blog to your web site, Facebook page or other online destinations for real-time updates.
4. iPhone apps
   Aggregate your content from multiple sources into a custom-branded iPhone app where fans and affinity groups can follow the content from your blog, web site, and social communities, all on one portable device.
5. Downloads
   Give your content away in the form of portable ebooks, white papers, digital audio and video downloads. Spread the word.
6. Flash drive
   Hand a prospect or influential person your content on a portable device like a branded flash drive. Encourage them to share its content with others. They’ll remember you and your company when they use the drive for their own storage and file transport needs.
7. Incentivize others to share
   Create a contest or sweepstakes to pull people to your content, then encourage and incentivize them to share it with others.
8. Think about the copyright
   Use Creative Commons to manage the proper usage of your shared content on sites like Flickr; it protects you, the author, and facilitates liberal sharing of your content.
9. Share the responsibility for content creation
   Extend the reach of your content to different audiences and demographics by collaborating from the outset to make your content, “our content.” When people share in the process of content creation they become invested and far more apt to share the experience and results with people they know.
10. Branded Watermarks
    Tastefully embed a logo or other watermark in the corner of your photos and encourage users to make them their own in device backgrounds or other digital applications.

Have an idea about making your media and messaging movable?
Share it with us.

Image: jonathanvlarocca

“Do what you do so well that they will want to see it again and bring their friends.”

- Walt Disney

Uh Oh

Recently, the iSight Camera on my MacBook Air quit working. I’d purchased the three-year Apple Care program, but was hesitant to engage in the repair process. My past experience with technical support from other computer companies has been less than pleasant.

11:30 Sharp

From the Apple website, I learned the initial step is to call technical support to rule out any software issues. Argh.

Then I found “Ask an Apple Expert” on the website, with the option to have them call me at my convenience. I scheduled a call and at the appointed time on the dot, a very courteous technician called me from Northern California. She patiently walked me through the diagnostics, focusing only on my account—no interruptions, no multitasking. Within 30 minutes, she told me I’d need hardware diagnostics that could be done at my local Apple store. She even scheduled the appointment for me.

A Matter of Minutes

When I arrived, my name was listed on a plasma screen as the next customer at the Apple Store Genius Bar. After a 5 minute wait, I met my service Genius who apologized for the delay.

Within 10 minutes he’d performed the hardware diagnostics and confirmed the machine needed to be sent to a “repair depot” for service. He gave me an 800 number to call for a shipping box and told me the repairs would take approximately 4-5 business days.

This is where I started to get anxious. I needed time. Time to prepare myself to function without my laptop for 5 business days.

Next Day, 8:00 a.m.

I called the 800 number and by 8:00 a.m. the next day, a custom box with packing material, simple instructions—even packing tape—arrived at my office. I let it sit, procrastinating the separation from my laptop.

Finally, I ran Time Machine to back up my data, filled a thumb drive with recent docs, and prepared myself for 5 days without my computer. I packed up the MacBook Air, took it to my local Kinkos, and said my prayers for its safe trip to Houston.

Time Flies

The next morning, I logged into FedEx to track the package. It had arrived safely at 6:54 a.m. local time! Wow, a quick trip and an early start. Then I logged into the Apple site to check on the status of the repair. By 9:00 a.m. EDT, it was finished and pending return.

My laptop arrived via FedEx at 9:00 a.m. the next day. I pulled it out, tested my new camera, and crafted this post, amazed that my computer traveled 1,700 miles round trip, was repaired and returned to me—all within 40 hours.

Thank you Apple for great service and great tools to keep me informed all along the way.

Your brand’s reputation is established by your actions and interactions. The best example of customer retention management is the one you deliver today. Make it count and keep them coming back—and telling their friends.

Image: Marcin Wichary

Consider education level of
early morning firecracker enthusiasts

Our latest list of inane musings from the Brainstorm office white board:

Top 20 (4th of) July Traditions

1. Searching the front yard for blown off fingers and other appendages
2. Trying to remember all the words to the Star-Spangled Banner
3. Wimbledon Finals
4. Drive 11 hours just for the promise of better weather
5. Reading Declaration of Independence around campfire
6. A day of no traditions
7. Extra day off
8. Vacation
9. ER visit
10. Watermelon seed spitting contest
11. Catching your hair on fire
12. Start of the Tour de France (Allez Lance!)
13. Hey y’all, watch this!
14. Giggle at Carmel Fest Parade
15. Water balloon fights in backyard (adults mostly)
16. Consider education level of early morning firecracker enthusiasts
17. Quitting job, moving to Alabama
18. Fireworks downtown on the 4th 5th
19. Bottle rockets on the roof
20. Fourth of July Top 20 board

See the entire board
Image: Samuel G*zé

“Ah, a sea bass repast.”

A Tasty Tweet

This spring I broadcast a Tweet expressing my unmitigated joy over a delectable dish of fish - sea bass to be exact. Moved to the point of illustration, I added a hieroglyph depicting my meal - a fish graphic fashioned from alphanumeric characters:

Turns out Paul Ocepek (@paulocepek), founder of ShirtPizza.com (@shirtpizza), was fishing in my Twitter stream just then.

An Unexpected Treat

Paul Tweeted a hint that he might add the typographic fish to the ShirtPizza product line. When he did so, he sent me a sample tee. The above video clip captures the Brainstorm “unboxing” of the unexpected gift.

A Takeaway

One-to-one relational marketing concepts are still a wise play for today’s brand marketers, but fortify them with WOM (word of mouth), Search, feeds, and a voice in the online community to bring one-to-many reach to what was once a private exchange.

In developing and launching a community-inspired product, ShirtPizza broadened not only their product line and their reach, but their customer base as well. We’ve been fishing around the ShirtPizza site, now maybe you will, too.