When it comes to brand building, there is more to color than meets the eye.
According to Webpagefx's article and infographic, "Psychology of Color: the meaning behind what we see", powerful psychological cues are triggered when we view different colors. Colors evoke emotions, moods and feelings. Nearly 85% of consumers name color as the primary reason that they purchase a particular product. 93% look at visual appearance when they buy a product and color improves comprehension, learning and readability. By analyzing how colors psychologically impact others, you can make branding and advertisement decisions that will allow you to reach your targeted audiences on a whole new level.
Bevil Conway, artist and neuroscientist, believes that certain hues may trigger and serve as channels to understanding the neural properties of emotion, making the science behind color a very powerful - and underdeveloped - craft.
In less than a month, the world of brands will come together for what is the biggest celebration in the industry of advertising. A place where everyone working in the field of communications - from agencies, to media specialists, to marketers - are inspired by a week of nothing but ideas. Or as Marcelo Serpa, Partner and Chief Creative Officer at AlmapBBDO once said: "Cannes is the worst enemy of indifference. It is here where we gather each year to share the only antidote we have for the indifference of consumers overloaded with information - ads, films and campaigns - creativity."
Here's a review of the campaigns that rocked the 2013 Cannes Lions:
Channel 4 - "Meet the Superhumans"
Agency: 4 Creative London | Country: UK
Awards and categories: Grand Prix in Film Craft | Gold in Film
Procter & Gamble - "Proud Sponsor of Moms"
Agency: Wieden + Kennedy, Portland | Country: USA
Awards and categories: Gold in Media | Gold in Titanium and Integrated Content
Intel - "The Beauty Inside"
Agency: Pereira & O'Dell | Country: USA
Awards and categories: Gold in Integrated Content and Cyber (Best Copywriting) | Grand Prix in Branded Content and Entertainment, Cyber and FIlm (Internet Series)
Nike - "Find your Greatness"
Agency: Wieden + Kennedy, Portland | Country: USA
Awards and categories: Titanium in Titanium & Integrated
Google + Hangouts - "Same Sex Marriages"
Agency: Ogilvy | Country: France
Awards and categories: Gold in PR
Dove - "Camera Shy"
Agency: Ogilvy + Mather, London | Country: UK
Awards and categories: Gold in Film
Samsung Life Insurance - "The Bridge of Life"
Agency: Cheil Worldwide | Country: South Korea
Awards and categories: Gold in Promo & Activation (Ambient) | Gold in Promo & Activation (Public Health and Safety) | Titanium in Titanium and Integrated
Leica - "Soul"
Agency: Saatchi & Saatchi | Country: Brazil
Awards and categories: Gold in Film Craft (Cinematography)
Coca-Cola - "Share a Coke"
Agency: Leo Burnett Chicago | Country: USA / India / Pakistan
Awards and categories: Gold in Creative Effectiveness | Creative Marketer of the Year
Getty Images - "Life Cuts"
Agency: AlmapBBDO | Country: Brazil
Awards and categories: Gold in Film Craft (Editing)
Dove - "Sketches"
Agency: Ogilvy Brazil | Country: Brazil
Awards and categories: Gold in Branded Content & Entertainment, Integrated Content, Cyber, Film, Media, PR (Social Media), PR (Integrated Campaign), Promo & Activation, Titanium & Integrated | Grand Prix in Titanium & Integrated
Metro - "Dumb Ways to Die"
Agency: McCann Melbourne | Country: Australia
Awards and categories: Gold in Branded Content & Entertainment (Music), Integrated Content, Cyber (Music Sound & Editing, Video, Viral Advertising, Online Video), Direct (Digital Marketing & Social Media, Public Health & Safety), Film Craft (Music), Film (Viral Film), Media, PR (Social Media), Promo & Activation (Social Media, Public Health & Safety) | Grand Prix in Direct, Film, PR, Radio, Titanium & Integrated
Corporate events are the perfect opportunity to really change the perception of your brand, not through traditional advertising methods - but by immersing your clients in a world that’ll really get people talking. Because more often than not, it’s not just a matter of getting attendees to show up. The best corporate events are those which manage to create a world of their own - one that’s fully immersive and makes your guests feel like they’re part of something unique.
Whether it’s to launch a new product, build upon your internal communications, or build a buzz around your business, creating a great corporate event really can be enhanced by having the right type of staff in place. We’ve seen this to be true across all sectors - from automotive, to telecoms, from utilities to banking - people are at the very heart of the event experience.
What Makes Corporate Events Different?
When putting together a corporate event, it’s essential to focus entirely on your guests. More than anything else, corporate events are an opportunity to create an experience that delights and inspires everyone in attendance - and to generate positive associations between the world, and your brand.
More often than not, they’re a closed space, for a limited number of guests - which means it’s important to make sure they’re innovative, but accommodating to your visitors’ requirements. By creating an event that delivers everything your guests expect from a corporate event, whilst managing to offer something that’s just a little bit unique, it’s possible to redefine your brand - and leave your guests wanting to engage with, and share, their experiences with a wider audience.
Why Are People Important?
No matter the scope of your event or the brand you’re trying to promote, a great staff needs to be a constant. From the team of people behind-the-scenes trying to make things happen, to the hosts and hostesses greeting and assisting your guests, it’s essential to have people who understand the importance of your brand experience. From mixologists, to presenters and cameramen, every person at your event is a representative of your brand - and they have the potential to change the perception of your brand in a powerful way.
By investing in the highest calibre of a team, it is possible to re-define your brand and revitalise your relationship with your clients, consumers and internal staff. We regularly guide our clients through briefing and training to ensure that they’re making the very most of the opportunity, because it’s easily overlooked - but absolutely fundamental in achieving the brand awareness and respect that such events are designed to generate.
Corporate events are a great opportunity to redefine your brand - and get people really talking about your business both at the event, and in the wider sphere. They can be immersive, powerful experiences for your guests - and with the right people on board, you can guarantee its success.
Matt Day works in the brand marketing team at Mashstaffing.com, were he helps companies create re-branding events. If you're looking for advice in re-branding a product, company or brand, look at some of Mash Staffing's advice articles.
It was a cool, crisp, New York afternoon. Amidst the quietness inside the taxicab, the air, the city, was full of excitement. An endless amount of cars stood between us and our destination. I checked my watch and read the time: 2:55pm. “Great,” I thought, “We’ll be late.”
I picked up my phone and dialed. Seconds later, a serene and sweet voice answers. “Hello?” “Mr. Vignelli , I mean, Massimo,” I said, as I remembered what he had insisted I should call him, “It’s Maria Elena. Just wanted to tell you I’m on my way. We’ve hit terrible traffic; huge jam on 4th avenue.” To this, he calmly replies, “No worries, I’ll be here.” His voice was a soothing melody that juxtaposed with undeniable perfection the chaos that was the city.
Minutes - or what seemed as an eternity - later, we pulled up to his apartment. Bags, cameras, tripods and iPad in hand, we quickly made it through the building.
Massimo Vignelli, 83 and Italian-born, answered the door with a warm and endearing smile, wearing his signature color – black. It took us a couple of seconds to fully grasp and process the long- awaited moment. He immediately showed us in, gave us a tour of his beautiful home and led us into his living room office. A brilliantly-lighted double height black-and-white space with nothing but a massive window and a square table, evoked his bona-fide credo consistent through decades.
It seemed as though every corner of his home portrayed that distinctive Vignelli philosophy: simplicity and elegance. As Ernesto, More Than Branding’s beloved video director set up the cameras, I sat down with Massimo and reviewed the questions for the interview. His graceful manner during our conversation reflected the ease in which he, very graciously, obliged for an interview weeks before. I had always dreamed of discussing the world of design with a man responsible for the creation of so many iconic products – a man who has contributed so much to the field of branding and communications. Equipped with my massive notes and questions, we began.
As a child who grew up in the design-driven city of Milan, Massimo knew he wanted to pursue a life in the field by the young age of 14. After attending the Polytechnic University of Milan, he worked in the Studio of Achille Casteglioni, a world-renowned Italian designer. It was here where Vignelli’s famous maxim started taking its shape. It was here where the concept of applying the fundamentals of design to everything in a minimal, simplistic way, became the essence of his ideology and his craft.
The incomparable duo: Massimo and Lella Vignelli in their New York City apartment. (Photo by John Madere)
He and his wife Lella founded Vignelli Associates more than four decades ago after moving from Italy to New York City during the 1960’s. With a vast formation in the field of architecture and design, they set forth on a journey that has resulted in an undisputable stamp on our visual culture. Their profession has encompassed everything from architecture, advertising, corporate identity, graphic design, packaging, interiors, product design, books, magazines (among them AAA), furniture and industrial design, as well as countless other products under their distinguishable and iconic aesthetic.
Within the corporate world, they were responsible for the creation of notorious brands such as American Airlines, Bloomingdale’s, Ford, IBM, United Colors of Benetton, Heller, Knoll and a myriad of others across the globe. During the 70’s, the Vignelli’s developed what became the legendary map and signage for the New York City Metro System.
In an interview for Design Boom, he described his work as: “Spare, essential, intellectually elegant, strong, and timeless.” The Vignelli brand is the embodiment of the attitude that less is always more - ridding oneself of the unnecessary in pursuit of conciseness and sophistication.
In addition to practicing their profession, Massimo and his wife Lella both taught, wrote, served as jury and board members, lectured and contributed their talent to the field of design. It was this proclivity that led them to Dominican Republic in 2006, as visiting professors in the esteemed Altos de Chavón School of Design.
Amongst the Vignellis’ many accomplishments, Massimo and Lella were awarded the AIGA (American Institute of Graphic Arts) Gold Medal in 1982 and were included in the Art Directors Club Hall of Fame in 1988. The AIGA medal —the most distinguished in the field—is awarded to professionals who have have excelled in the field of design and visual communication throughout the actual practice of design, teaching, writing or general leadership.
Perhaps one of the best definitions of the Vignelli design is found in an article written in 1983 by David Brown, Wylie Davis and Rose DeNeve published in AIGA Graphic Design:
“It is not enough that something—a chair, an exhibition, a book, a magazine—looks good and is well designed. The ‘why’ and the ‘how,’ the very process of design itself, must be equally evident and quite beyond the tyranny of individual taste. The Vignelli commitment to the correctness of a design has taken their work beyond the mechanical exercise of devising a form best suited to a given function. They've always understood that design itself, in the abstract, could and should be an integral part of function. More than a process and a result, design—good design—is an imperative.”
Massimo Vignelli is the personification of a commitment to excellence fueled by an undeniable passion for the field of design – “Design that is visually powerful, that is intellectually elegant, and above all, timeless.” I can’t help but admire this relentless approach to raising the bar of one’s profession, to the establishment of a legacy that interconnects with all areas of our daily lives. My profound respect stems from his infallible pursuit of relevance, to his keenness in observing everything and everyone – to reading life and contributing to it.
After two and a half hours, we were done with the interview. That same night I followed-up with a thank you email, to which he kindly replied including this last comment:
“There is no valid branding without an overall integrity of the company or products - otherwise is just empty styling - reflecting the company’s overall shallowness. And that is the kiss of death for any kind of company. I see this as a fundamental issue in relation to branding. It’s either real or it is phony. There is no middle ground on these issues.”
In a world so concerned with what is said and done, this moment during the video will forever echo in my heart: “The most important thing is to observe, keep track of everything and not miss anything…” accompanied by his enthusiastic smile - contagious and eternal.
To watch the interview with Spanish subtitles, click here. / Para ver la versión subtitulada al español, haz click aquí.
Photo credits: John Madere / Massimo and Lella Vignelli.
On the month that marks the second anniversary since Steve Jobs' passing, blogger Edgar Estévez reflects on the influence and legacy Apple's main man left to the marketing world...
An entrepreneur, an innovator, an inventor, a visionary… a genius. These are just some of the adjectives used to describe Steve Jobs, a man whose path was never predictable. He was given up for adoption at birth, he dropped out of college after only one semester and at the age of 20 co-founded Apple, currently one of the most valuable companies in the world.
There is no doubt that Steve Jobs created a revolution. As one of the top pioneers on the personal computer and electronics field, his impeccable taste and sense of style made him push all market boundaries, transforming one industry after another - from computers, to smart phones, to music and even animated films.
It’s been two years since he passed away and we still remember him as the very soul of the organization he helped create. His aggressive and demanding personality made him a perfectionist, always aspiring to be one step ahead of the industry and setting the market trends in innovation and design. But most importantly, he impregnated his passion for simplicity and top-notch quality into the company’s organizational culture, making this one of the key components of Apple’s sustaining performance and competitive advantage - percieved upon entering any Apple store in the world or simply by opening the box of any Apple product for the first time… It’s almost like a ritual!
As a marketer, Steve Jobs was a natural. He was driven by his obsession and love for his products, and made it a personal mission to have an impact in people’s lives. Not only did he invent great things, he also made the consumers feel emotionally attached to the brand at the point of turning them into passionate advocates of Apple. They don't think of themselves as consumers, but in turn members of a movement, a mission, something larger than themselves. He helped build mystery and expectation around product launches, always generating buzz and suspense before unveiling some amazing new gadget, making consumers and specially the competition go mad with speculation. Jobs was also not afraid to go big, as pointed out on hubspot.com, and one great example was the widely known 1984 “Think Different” commercial for the new Macintosh, where he hired Ridley Scott, director of Alien and Blade Runner, and spent around $1.7 million ($3.4 million today) between producing the ad and running it one time during the Super Bowl. This was a huge risk for the company, especially since it wasn't clear that the ad would succeed, but it paid off. The ad generated as much coverage as the Macintosh itself.
No doubt that Steve Jobs is a tough act to follow and the company is not only facing new challenges in the market but also trying to continue his legacy. So, how is Apple doing today? According to a study conducted by Interbrand Corp. on the Top 100 brands this past September, Apple has unseated Coca-Cola as the world’s No. 1 brand with a brand value of $98.3 billion, 28% more than last year.
Still, some say that the brand is losing its magic. Some of the latest product innovation hasn’t raised the bar high enough for competitors and for consumers, who are always expecting big things from Apple. Many of the brand’s major products are facing increased competition from Samsung’s top-selling Galaxy phones, Amazon’s Kindle tablet reader and Spotify’s music service - and still the company keeps innovating around the same things - which is probably not innovating at all. The brand may be loosing its momentum, but they still have time to turn things around. After all, Apple is a very strong brand and the most profitable technology company there is, generating $41.7 billion last year. And even more importantly, they still have the consumer’s trust, since the popular perception is that “Apple could do no wrong”.
Most recently, the company appointed former Burberry CEO Angela Ahrendts as their new SVP of Retail and Online Stores, which many industry experts are saying is one of the company’s best decisions so far, since she is likely to bring a fresh leadership focus to Apple and complement well with current CEO Tim Cook to bring the brand up to the next level with breakthrough innovative products in new categories, allowing Apple to become the outstanding company of this decade.
Before you finish reading I wanted to leave you with the 10 things I have personally learned from Steve Jobs as a marketer myself. Additionally, here's a small fragment from a PBS documentary of 1994, which for me, perfectly reflects the way he saw and lived his life. Enjoy!
10 things I’ve learned from Steve Jobs as a marketer:
Time to market is crucial.
Simple is always better.
Failure is part of the process. The most important thing is knowing how to stand up again.
Tenacity and hard work always pays off.
Pay attention to details.
It’s ok to go a little crazy sometimes.
Don’t be afraid to think different.
Steve Jobs on 'One Last Thing', a PBS documentary:
“ When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family life, have fun, save a little money.
That’s a very limited life. Life can be much broader once you discover one simple fact, and that is - everything around you that you call life, was made up by people that were no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use.
The minute that you understand that you can poke life and actually something will, you know if you push in, something will pop out the other side, that you can change it, you can mold it. That’s maybe the most important thing. It’s to shake off this erroneous notion that life is there and you’re just gonna live in it, versus embrace it, change it, improve it, make your mark upon it.
I think that’s very important and however you learn that, once you learn it, you’ll want to change life and make it better, cause it’s kind of messed up, in a lot of ways. Once you learn that, you’ll never be the same again."