I love going through branding exercises with our clients. Why?
First, I find it absolutely fascinating to get to the root of the big questions.
Why do you exist?
What inspires you?
Why do you get up every morning to do what you do?
What experience do you want your customers to have?
These are tough questions that many business owners haven’t thought of since they wrote their business plan (you know, the one that’s sitting at the bottom of your desk drawer collecting dust).
I believe time should be dedicated to thinking about these questions on a daily basis, and at the very least, weekly. I realize that’s easier said than done; as a business owner myself I know all too well that it doesn’t take much to get bogged down in the details.
However, by forcing yourself to take a step back and “see the forest from the trees,” you will no doubt find new energy to persevere. The answers might take a lot of thought and probing, but once redefined, they always seem to give a greater sense of purpose, direction, and rejuvenation.
Second, the exercises force me to rethink the same questions for myself and the company I’m trying to build.
What’s at the heart of Urban Jungle? What guides me to want to build Edmonton’s next big success story?
1. For starters, I strive to keep good company.
Relationships are what my world is all about. Without them I have nothing. My family and friends are amazing and have supported me through some very difficult times. As some may know, I have recently expanded the Urban Jungle team and in doing so I have surrounded myself with amazingly talented and über cool people. Their creativity and passion inspire me and give me a reason to wake up every morning.
2. I try my best to only work with people whom I can see myself becoming friends with.
It’s definitely not the best decision from a business owner’s standpoint as I’ve turned down many well-paying jobs and I’ve fired lots of customers; but to me, negativity, nay-sayers, and uninspired people are not worth it – no matter how good the money may be. Most of my clients have become great friends. We go out for pints, we golf, we BBQ, and we have even attended each others’ weddings!
3. We want to help change the face of Edmonton one business at a time.
That may sound a little flaky but it’s true. There’s a lot of ugly, a lot of noise and a lot of misleading out there, and we Jungleheads see it as our mission to help change the way businesses relate with their customers. We want to grow, we want our customers to grow, we want Edmonton to grow, and we want to be a catalyst for change. While Urban Jungle will always be a small idea factory, we feel that simply by being a part of the creative process we can help elevate our city’s culture and be an agent of growth and positive change for our future.
Notice the ordinary. Preserve the ephemeral. Create ideas for everyone. Keep it simple. Don’t ever tolerate “o.k. anything.” Remember your responsibility as a storyteller. Make ideas your life (and life, your idea.) Leave something behind.
That is our mantra. And we try our best to live it every day.
One of the latest controversies to spin its web around the 2010 Olympics in Vancouver deals with sponsorship or better yet the lack their of. Many large corporations have been selected to play and pay the part to be the financial back bone of these winter games; altogether forking over $750 million that goes directly towards the VANOC budget. The issue lies with the “me too” businesses who want to capitalize on the patriotism, tourism and increased spending that comes with hosting a sporting event such as this.
What Exactly is Ambush Marketing?
According to Wikipedia the definition sits as such:
Ambush marketing is a marketing campaign that takes place around an event but does not involve payment of a sponsorship fee to the event. For most events of any significance, one brand will pay to become the exclusive and official sponsor of the event in a particular category or categories, and this exclusivity creates a problem for one or more other brands. Those other brands then find ways to promote themselves in connection with the same event, without paying the sponsorship fee and without breaking any laws.
The Rules of the Game
After reading what it felt like volumes of what not to do I have summarized it all with one list. If you are not considered a sponsor then legally one must steer clear from depicting anything that resembles winter sport, competition or mentions any of the following terms (on their own as well as combined) such as:
Olympic
Podium
Medal
2010
Vancouver
Winter Games
Rings
Inukshuks
The Chosen Team & Those Warming the Bench
At this point you might have to claim to be living under a rock if you did not know McDonalds, Coke and Hudson’s Bay Company had something to do with the Olympics. RBC or Royal Bank of Canada is also within the same league but it is truly those that were not picked to be with the “elite” that are the ones to watch for. These are the companies who don’t have a lot to loose if they can find a way around the tight restrictions set forth by VANOC; and they have. Roots, LuLu Lemon and Scotiabank are the three causing the most uproar with the two former launching their own clothing lines themed around a “certain” sporting competition that just so happens to be taking place in Bristish Columbia this winter. LuLu Lemon has even gone as far to name their line “Cool Sporting Event”; which cunningly omits all the terms (i.e. Vancouver, 2010, and Olympics) deemed unusable or treading on VANOC‘s turf. Scotiabank, in an effort to tag onto this new found love for Canada has also been tightrope walking VANOCs guidelines with their “Show Your Colours” campaign that conveniently runs the same dates as both the Olympic as well as Paralympic games. And despite the pleas from Vancouver’s governing Olympic body for these businesses to play “fair” it makes one wonder if is even fair to begin with.
Penalties (If Enforced)
At this stage in the game, almost halfway through the Olympics, both sides are pushing to see if one will make a move over the other. If found guilty of copyright infringement these businesses in question could be fined up to $1 million dollars and face a maximum 5 year prison term. The grey component with this is for VANOC to win the battle in court they must prove that the company (or individual charged) is creating a uncertainty among the public about who is an actual sponsor and who is not. And relying on the said public to agree one way or another is not something either party wants to bet on.
Player Backlash
Sponsors hate it because it creates confusion in the minds of consumers and worse yet choice.
Vanoc and the BC government see it as a direct hit to their profits.
The Own the Podium group considers it to be their main source of non-government funded income so any reductions to this directly affects our athletes.
Unchosen suppliers feel that it leaves the smaller businesses, who cannot afford to hand out $200 million to participate, left out in the cold.
Media have taken the stance that strict standards set early were too tightly governed and essentially created this clash.
Spectators and Commentator Reaction
And the consumers? Well that is up for you to decide… does it matter that the sponsors determine what you can eat, drink and bank with for 16 days? Does it bother you if the big players like McDonalds or unheard-ofs like Olympic Pizza are making profits during the games? If given a selection of items could you tell those that have been given official licensing and those who have not? Do you think it is fair that Own the Podium gains financial backing but Right to Play does not?
But most of all do you care? This is the real question that everyone is afraid to ask because… consumers if you don’t, it makes this issue irrelevant and the idea of asking millions of dollars from a handful of sponsors ludicrous. Not to mention puts the pressure to fund these games back on the government and back on us. Or would it? One might think it would change the strategy of the game, the make-up of the teams and possibly the result.
Stylized Graphics Set Tone (& Texture) for 2010 Games
Upon first glance I immediately thought “there is something different about the way Vancouver is presenting their Olympics”; it wasn’t until my second that I realized what it truly was. Vancouver 2010 was completely photography free. Free from the concern about rights usage and proper resolution. Free from formatting issues and Photoshop hours. And free from the limiting factors of depicting specific style, positioning, age, race as well as gender. Below are they ways they gained from their new found freedom as well as the journey through creative process that lead their team to this conclusion.
Multiple Elements Allow for Multiple Uses
These subtle yet impactful designs base their look on energy and movement however, an emphasis on form and flux can quickly become overpowering if not developed carefully. To do so successfully it is imperative that a foundational formula be built. Consistently inconsistent use of swoops and swirls piled with textures in hues of blue and green create the basis of this framework. Because of the organic, and almost random, nature of the layered background textures it allows for quick and easy application to all designed pieces. Here are is a listing of the variety of ways they I have seen them applied:
- Banners flanking presentation stages and along fences – Bus Passes – Commemorative programs – Detail on volunteer uniforms – Website banners: Vancouver2010 – Bookmarks – Flags
The Message
It is easy to convey a single emotion with a single image but to convey multiple emotions repeatedly in multiple images involves true mastery of the art of design. These illustrations for me do just that. In fact the depiction of each of the athletes constantly convey a strong feeling of perseverance, focus and drive regardless of the sport. Added to that are the elements of nature that speak to what Canada, physically, really is. The environment is woven into these icons through their developed colour pallet and natural references whether it be dragonfly wings on a float plane or the presence of stylized clouds subtly placed onto the background. Overall, I feel that through these designs we as Canadians are better able to tell the story of what makes us who we are.
How they got there
Hours of brainstorming and inspiration collecting was the platform in which Vancouver 2010’s Creative team used as their jumping point. Check out the video outlining their process!
I have met many business owners with ground-breaking ideas, cutting-edge technology, knowledge, skills…you name it, they had it all. And for whatever reason their businesses never took off.
On the other hand, I also know many other business owners that had very little knowledge of what they were getting into, they didn’t have any revolutionary ideas or products, and they either met the right person at the right time, or a sudden shift in the market created a demand for their product or service.
There are so many other factors to becoming successful other than you just ‘being awesome.’
Sure it is part vision and skill, but sometimes it comes down to timing and a little bit of luck. If I am right, and timing and luck do in fact play a role, I say you have to be willing to put in the time and play the odds. Don’t give up because you never know what the next day will hold.
You might meet the right person…and tomorrow is that day.
The market might suddenly shift…and tomorrow is that day.
Refusing to give up on your dream means that you take control and you leave less of your destiny up to chance.
When you wake up every morning the question will always be “Am I willing to put in the love?”
If you can answer “Yes,” then I believe you are well on your way to achieving your dream.
This may sound easy, but what happens if business doesn’t skyrocket as fast as you had planned?
What happens if you aren’t making the money you thought you would and you have a mortgage, a car loan, and groceries to pay for?
When it seems like nothing is going your way, are you willing to persevere and keep driving forward?
One thing that you aren’t going to learn in university/college is adversity.
You have to train yourself not to be stopped by anything. My friend John says, “If you let one thing stop you, you’ll let anything stop you.” When I first started Urban Jungle I had to take on a 2nd job just to float my boat while times were tough. I even had to sell my car and put up my house as collateral.
What are you willing to do?
I am a firm believer that your level of commitment will dictate your success. Committing to your success means that you will do everything in your power to make it happen. It’s doing whatever it takes; no excuses, no ifs, no buts, no maybes. Failure is not an option and your commitment needs to feel empowering not daunting.
Business should feel more like a challenging game of poker and less like digging a ditch!
“Burn the Boats!”
Around 200 BC, Xiang Yu, a great Chinese warlord faced a situation, which made it necessary for him to make a decision that would insure his success on the battlefield. He was about to send his armies against a powerful foe, whose men greatly outnumbered his own. He loaded his soldiers into boats, sailed to the enemy’s country, unloaded soldiers and equipment, then gave the order to “burn the boats” that had carried them. Addressing his men before the first battle, he said, “You see the boats going up in smoke? That means that we cannot leave these shores alive unless we win! We now have no choice—we win, or we perish! They won.
“Every person who wins in any undertaking must be willing to burn their boats and cut all sources of retreat. Only by so doing can one be sure of maintaining that state of mind known as the BURNINGDESIRE TO WIN, essential to success.” – Napoleon Hill
Committing means to devote yourself unreservedly and work smart.
Are you willing to put in a 18 hour day?
Are you willing to sacrifice seeing your family and friends?
Are you willing to put your house on the line and risk all your savings with no guarantee of return?
I’m not saying that you will ever have to do any of these things; you may never have to work an 18 hour day and you may never have to put your house up as collateral; but that’s not the point. The point is, AREYOUWILLING TO?
If you are willing to, it means that you’ve increased your chances that tomorrow might be that day.
When one thinks of branding it is not uncommon to have logos and punchy tag lines pop into one’s head. In fact just mention the word Nike and it is almost impossible to avoid thinking of the infamous “Swoosh” and “Just Do It” tag line. However, the brand and how people associate with it truly transcends much farther; think experience. The full experience.
VANOC thinks (and intends to deliver) “the experience”...
…And that is the message we have been given by John A. Furlong himself. Be an “ambassador for the 2010 Winter Games,” be mindful of other cultures, be courteous, and smiling. Point with full hands so as not to offend. Replace Canadian jargon such as “toque”, “washroom” and “loonies” with “hat”, “toilet” and “one dollar coin”. Rephrase your communication, descriptions or directions to contain fewer words if you feel you are not being understood. But, most of all be consistent. Be the exact same brand as your other volunteer partners so all visitors know what to expect.
Where do brand expectations start?
It starts with the most identifiable tool we are given. Our look. The design and colour choice of all volunteer clothing was chosen specifically to POP. To be the most identifiable person in a crowd…and it works! I, myself, would not have made it out of the airport if not for my colleagues in blue.
We as volunteers are branded from top to toes. Touque to boots. And in a winter venue, why not? They are both functional and fashionable and unavailable to those outside our group (I’ve already been offered cash for my jacket from a German tourist). It has created instant friendship and understanding with those you pass on the street sporting the same threads. An opening for those who recognize you as new to the town. And a way for tourists to find what they are looking for instantly without worry they are getting information from someone unqualified.
Living the brand has its downfalls too.
It has placed a spot light on myself and fellow turquoise troops. With the spotlight comes a list of absolutes. A list of “must nots”... things you might forget about when you are used to living anonymously. Here are just a few:
1. The uniform must not be altered or added to unless acting as an insulation layer underneath. No other colours, styles or looks. (The main long sleeve pieces, jacket and dark colour pants must be prevalent and on the outside no matter what)
2. No other brands must be visible while wearing uniform. (It even goes as far as backpacks, gloves, and logos on shoes) Prepare to have those items covered up with tape to make them blend in.
3. Be mindful of what you say and how you react at all times. Eliminate talk about negative working experiences during ones day, frustration when someone cuts you off in line, or even meeting up with colleagues for a quick drink after shift.
It’s about being consistently consistent.
With consistency as the base of all branding goals, the above descriptions are not without warrant….just, for most of us, is without consistent practice. Well, that is as of yet. A few more days suited up in our outdoor armour and the persona of volunteer is sure to take-over. After all it is only February 5th. The games start in exactly a week. We have 16 days to shine AND 16 days to get this volunteer brand down pat!
A glimpse into the ethereal experience that is Vancouver.
This video has it all, beauty, mystery, sensuality. Thank you InnerLife & Linda Ganzini; you’ve inspired me to want to share the beauty of my city.
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When I first started Urban Jungle I had to take on a 2nd job just to float my boat while times were tough. I even had to sell my car and put up my house as collateral.
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