Brand Names Battle

We don't often think about what the names GAP or Sony really mean. We just know what they stand for. These brand names have become a staple in American, and for some, world culture. It's fun to think about why someone would name an athletic apparel company, Mizuno. Or why a company that deals with hardware is called Microsoft.

I picked some well-known brand names and placed them in a tournament bracket to evaluate some reasons why I think some are more effective than others.

"What We Think About Is What We Talk About"

I wish I thought about what GOOD magazine writes about. Instead, my thoughts are like a Redbull Vodka, the depressant (daily duties) and stimulate (future optimism) counteracting when the 5 am alarm chirps good morning.

Having been involved in Special Olympics, subscribing to GOOD magazine, and recycling, I sometimes feel I'm contributing to the bigger picture. Short lived. Until I hop into my GNC Envoy to go pick up more computer paper and bottled water. My thoughts are often jumbled between my immediate concerns and surroundings, and what life I want to lead and leave behind for younger Steichen generations. Having taken the Strength Finders 2.0 test by Tom Rath, which I suggest grabbing a copy of, I was reminded that futuristic is one of my five strengths (along with developer, competition, strategic, and empathy).

Given that, my thoughts paused from thinking about food and sports for a couple minutes and wondered, are consumers or corporations the influential group to start social change? Consumers voice wants and needs, but aren't often in position to make new environmental or political change without provided an alternative option. Corporations have R&D, resources, and ad budgets to take a responsible approach. Those that are proactive such as GE will succeed, their thought bubble is much bigger than my average consumer bubble is.

I'm impressed by a new and upcoming clothing company in my backyard called, Holy Cow. Their brand promise stands on sustainable methods from production to product. By developing sustainable practices in third world countries, companies like this are changing what we wear and changing how we think to better business.

Private Label Competing On More Than Price

Private labels have always been perceived as the lower quality but cheaper alternative, benefitting retailers with high profit margins and low marketing costs. No more are private labels a 'me too' product. They are now equalizing major brand names in quality and becoming a trend leader with category leading design.

Costco has created a desired private label in Kirkland Signature, with its name on clothes, food, office furniture, and everything in-between. They continue to bring in consumers with major brand names like Sony and Crest, but make no mistake, they are building trust and loyalty with their Kirkland brand.

Their innovative design reminded me of Method. Kirkland may be more focused on functionality while Method is focused on aesthetic appeal, but they both have identified an open space in the market. Method made hand soap and shower cleaner bottles that consumers wanted to have sitting out. Kirkland has made square shaped milk cartons and detergent bottles that save space in the fridge and on the shelf.



Beyond bringing added value to the consumer, they are achieving pallet efficiencies and cutting internal costs for Costco. By changing the packaging from a circular to square shape, Costco could get more on a pallet, saving 600 truck loads a year. Retailers are now taking the time to rethink the way they are utilizing their brand. Target has recently renamed their private label, Up and Up. How many years in the making was this insightful name being thrown around in meetings? I would guess not as long as you think.

With private labels now battling the giants in quality and continuing to be in the drivers seat for price, how will the Tide's and Charmin's fight back and sustain their shelf space? With private labels addressing environmental friendly products and staying ahead of the curve, will this make it increasingly difficult for new brands to break-in? Would the cost be too great?

Creativity Is Appreciated

An example of how a little creativity can carry a long ways.

Dynamite in the Gopher Hole

Besides the concessions running out of food by halftime, this stadium has brought an energy and enthusiasm back to campus that I have never seen before. Tailgating on campus felt good. The win over Air Force felt great. And Honey Nut Cheerios lowers cholesterol.

I Got A Feeling... In Sync is Entertaining

Not only does this make me think about audience participation - making it more fun for them and entertaining to others viewing, it makes you think about it in terms of how consistency (in sync) has a power like no other. A visual representation of how a single message, when carried out by a group of people, can be uplifting. For a brand, it is a visual representation of the power you can gain when all your communications are consistent (in sync) from location to location and employee to employee.

I've seen guerilla tactics used before with the use of hiring actors and dancers. It is not a trend. It is a technique that will become more developed in the different ways it is used. I believe "choreograph" advertising will become a mainstream term that will be as familiar as print and online advertising.

VCU Brandcenter

This old carriage house became my second home for two years. I slept on many of the couches you see and cleaned the animal crackers out of the vending machine.

Name a Ping Pong Brand

And nothing seems to roll off the tongue. Unless you are a hardcore table tennis player. Which I would then be surprised you are reading this, so welcome.

I thoroughly enjoyed one of the projects my former classmates developed for Hardbat, and wanted to share it because I think it is a classic example of the strategic thinking that is taught at the VCU Brandcenter. They did not focus on what communications could do to spread the Hardbat word, rather how can they create a culture around Hardbat.

They had a short term solution and a long term vision. Solution + Vision = Ping Pong Pandemonium.

Take a look:

Hardbat Classic_case study from Enrico Gatti on Vimeo.

Before Branded Water

Technology is replacing human interaction and humans itself. Soon we will be having robots serving us at fast food chains. Handing us vegan dip n' dots as we sit in our self-driven car. Instead of speeding and DWI's, courtrooms will be taken over by copyright infringement and illegal proxy server cases.

A little factoid:
There are a trillion websites in the world. One-hundred and fifty times more than there are humans. Without sleep or food, it would take over 500 years to view them all. Technology experts are telling us it is just a matter of time before the computer begins to out thinks us. Has it not already? I'm not sure how to use a fourth of my applications...

When I read the trades, I'm reminded why my interest lies in advertising. The industry changes everyday alongside technology. Changing and forming pop culture. If you aren't out learning everyday, you are two days behind the Adjunk fighting for the same business down the street.

I read, "Southern Comfort is taking their $8 million media budget that they spent on cable TV and magazines last year and building their brand entirely through the digital space this year on the following sites: facebook, spin, fadar, thrillist, pitchfork, and hulu.

"Mastercard's priceless campaign extends into an iPhone app ("priceless" favorites), a worldwide social network map where people can share deals."

As I read these I feel a sense of excitement. Jotting quotes, "The generation of urban hustlers has learned not to judge others by the color of their skin but rather the content of their iPhones." Emailing quotes and ethnographic research findings I read onto my friends. Of course, knowing their email will alert them in seconds on their phone.

Then I come across an article about airlines using twitter as a crisis management, CRM, and promotional tool. Does it ever stop? The one place I thought there was still peace on this world, where people turned off their electronics and opened a book.



When will it become too saturated? When will the digital space not provide a large enough impact and experience for people to spend their whole budget on building their brand through a channel that may be new to them? As I see people on Twitter reading about a seminar where people are making money by teaching people how to use Facebook, Linkedin, and Twitter, I can safely say not before technology presents something newer.

Next week I am going to the Boundary Waters. I will be surrounded by nature. I will be dirtier than Ron Artest's game after a few days. And I will only be turning one thing on or off, my flashlight.

Motel 360

The culture of motel verse hotel. Two profoundly similar words, yet two vastly different destinations. Until now.

If you asked me yesterday what I associate with Motel 6, I may have said: blue and red, Cheez-It carpet stains, or crusty bed sheets. Anything besides Priestman Goode, a design firm that found a job where they could do no wrong. Taking Motel 6 and filling the rooms with Ikea looking decor.














My question is, what took Motel 6 so long? Did they just start employing brand managers? Did they start to realize fast food chains have started improving the "in-store" experience and image before them? Yet, they could be the first in the motel category to catch on. Finally, making the motel a value stay.

It reminds me of my unforgettable Super 8 motel experience. Optimistic to come across a Holiday Inn Express with low fuel and heavy eyes, I was forced to settle for the 8 that is super in Ghost Town, Ohio. To make a short story shorter, I slept on the smokey sheets with my jeans stills on. Listening to the Van Reaper sharpen his blade in the room above me.



Motels have the advantage of cheaper rates and roadside real-estate. Accommodating to the savings conscious traveler and those that can't find a hotel due to a faulty Garmin. Renovations to give the motel a clean, modern look, is the keychain to the keys in beginning to change the brand perception. Starting a trend for motels to follow in future hopes to be found in the same consideration set as the hotel.

Workforce Culture is Changing

Today's learners will have 10-14 jobs by the age of 38, and are preparing for 10-14 jobs that may not exist yet. The economy has people who were once choosers, now are beggars. As I watch the news, I see high school janitor jobs attracting hundreds of candidates with a 4-year degree and work experience within hours. Often we apply for jobs that may be a reach, but rarely do we subject ourselves to apply for jobs we know we are overqualified for.

My classmates and I are entering into this circus with our post graduate degrees optimistic, and are ready to play musical chairs... or cubicles if you prefer. One of these classmates, Hank Leber, is fighting the current circumstances by developing an agency with a new pricing strategy - you pay what you think it's worth (go to Agency Nil to find out more on why it is cheaper than freelance and better than interns).

We believe we are unique, we know we are hungry, and we lack the sleep to know otherwise. The illustration above talks to why my specific track can bring value to any company. We help create and evolve culture. Us, along with some help from technology, will be responsible for creating some of the new 10-14 jobs that people will be finding themselves at. Change because you want to, not because you have to. Under our parental control, lets raise this change together.

Blocking the Past Away

Everyone has a soft spot for the underdog. Stories are not made by underdogs, tales are made that last generations. It's thrilling to see dynasties such as the Yankees and Patriots take a lick. We relish in others victories as an underdog because it has the power to uplift a city and even a country. Just like Vince Papale did for the city of Philadelphia or what the "Miracle on Ice" did for the United States when defeating the Soviets.

It's defying the odds. It's the modern day David vs. Goliath on national television, only they have replaced the slingshot with a puck or ball. Michael Oher poses as Goliath on the football field, standing 6'6'' and weighing around 320 pounds. Skill and ability are not what make the All-American Michael Oher an underdog. Rather, he found himself as an underdog to make success out of life (see video above).

The NFL's culture is made up of many players like Michael that grew up without a proper parental figure. Young men with troubled/challenging backgrounds that are suddenly introduced to rich and fame. After learning about Michael's story, which included being enrolled in 11 schools over a 9 year stretch, I assume I was only one of thousands of people who were "in his corner."

I sat there watching the infamous NFL draft with my fingers crossed. Hoping my hometown Vikes would take this special individual with the 22nd pick (plus we needed a right tackle). Of course, we take the Gator with questionable character, Percy Harvin. Michael goes with the next pick to the Baltimore Ravens.

I sat there pondering. The NFL is full of guys with good character who have overcome tremendous odds to fulfill their dreams of playing a game for money. Why don't we know more about these guys? Why do we know what kind of motorcycle Kellen Winslow is riding, what Terrell Owens got his mom for Christmas (probably a pic of his 6-pack), or what record label Pacman Jones is creating? The NFL is responsible for the image it creates for itself as the media decides how it's reputation continues to build everyday.

The NFL as a corporation should be modeled in how they generate year-round interest - free agency, the draft, training camp, and the season. Now is the opportunity to match their model business practices with role models like Michael Oher. After being drafted he said he didn't care if he went in the 7th round... he was happy to get to work... he is ready to play 10+ years for the Ravens. The one takeaway I had from his interview is I saw a poster boy and campaign for the NFL draft for the next 10 years.

Cross Canadian Culture

My roommate and I were a few of the younger ones to attend Cross Canadian Ragweed at Toad's Place. They started the night off with one of my favorites, Alabama. Ironically, the band name has no association with the country Canada. The name comes from a combination of the band members names that have been friends since they were ten years old. It was good to see country rock bring out the cowboy hats on a Richmond Sunday night. If these Richmond faithful hadn't been feeling the music, which the forty-year lady to my right dancing like we were at a Lil Wayne concert showed they were, they were sure to admire the inked skin of lead singer Cody Canada (pictured above). If there is one observation I have made during my time in Richmond, it is there is a culture for body art. It is most apparent at the gym where people have the chance year round to wear shorts and show off their skulls, baby daughter, or the ever original Egyptian hieroglyphics.





















Why is the canvas between the knee and ankle getting more attention from the needle than any other? I personally can't speak on what the experience is like getting a tattoo, besides what I've seen on "Miami Ink." The closest thing my body has been to being designed was when I got a monkey henna tattoo on my left tat in Puerto Vallarta. By the end of the week it was a ear and a curly tail...

I have yet to see a flattering tattoo on a calf. So my questions is, what would make someone choose the calves before a shoulder blade, arm, or pectoral? Is it easier to pump out a few calf raisers then bench press? Or is it part of this niche culture within the "artsy" city of Richmond?

Road Trip

   

It would have been an enriching experience if I had visited the Muhammad Ali Center by myself, but it was much more enriching visiting it with Kris, Brandon, and Leo. It invoked conversation between my group members that we probably would have never talked about if we hadn't taken the nine hour drive from Richmond to Louisville - passing through Charleston, West VA, provided a good conversation starter in how you couldn't pay us enough to live there. The experience alone allowed us to get closer as friends, not just as group members. 

  

Our gang managed to fit time to visit museum row and tour the Louisville Slugger Museum and Factory. Leo's admission was essentially used to pay for his girlfriend's Louisville souvenir as we got free mini bats in conclusion of the tour.

With all the looming distractions, such as happy hour specials, we didn't lose focus of the intent for our trip. That was to learn about the man who said, "If you even dream of beating me you'd better wake up and apologize."

A witty, humorous, controversial figure that is the most globally influential person of our time. The three time heavyweight champion is not a cultural icon for his quick feet and left jab but rather for his loud mouth and peaceful mind. Every sentence he interjected was quoted - "Wars of nations are fought to change maps. But wars of poverty are fought to map change." His words were powerful - "I wish people would love everybody else the way they love me. It would be a better world." 

No words could capsulate the six core values (conviction, dedication, spirituality, giving, confidence, and respect) the center demonstrates in their interactive timeline that illustrates that transformed experience you have in finding inspiration in becoming as great as you can be. That inspiration can come from the least expected places. Sure, there is shadow boxing and punching bags, but did you know Ali was a poet and artist?

Today his message is still being carried as he carries the Olympic torch. Very few people, if any, are as iconic as Muhammad Ali. Ali's daughter Laila Ali now is the face to all young women that anything is possible, or at least Adidas believes so, carrying her father's message to never hear no to new generations and audiences. 

Was Ali truly the first to stand or was he the first to get back up? We remember Malcolm X and Martin Luther King Jr., but we remember Muhammad Ali in a different light. We remember the perseverance he had to continually silence doubters while defying the odds in a exuberant manner. We remember his powerful presence as most literally looked up to him. Ali had no fear to say something wrong and he knew how to entertain while getting his message across. It is interesting that a man who fought for peace had to gain respect by using force. No longer does an African American need to use force to be heard. Ali was part of a foundation that put the process into action. Now all communities stand tall and applaud in recognition of a great fighter and mind. 

Ali Presentation

A viral video my group made for our Muhammad Ali Center project. Our campaign surrounded the idea of asking yourself the hard questions - your beliefs have to be questioned before you really know what you stand for and can find that greatness inside of you. 

A floor projection to be placed in the Louisville airport. The negative words transform into positive words as you pass through.

Rock The Vote

This election has more buzz than previous elections for obvious reasons - the economic downturn, war, and a young and enthusiastic African American candidate running against what reminds me of Mr. Burns from the Simpsons, and his trophy assistant. I'm not usually going to intervene on a political conversation, but this year has sparked a debate that I have an interest in sharing my opinion. Why I took the time to appear at a Rock the Vote concert (not to mention it was conveniently located on campus, was free, and had Jack Johnson playing). It is interesting that Rock the Vote's mission is to get young people to make sure they vote. Yet, it was more of a traveling music campaign for Obama, just without saying it. References were made that it is time for change, no more war, and Bush has screwed things up.

I did not notice any McCain buttons or Halloween costumes in attendance. I did notice some enthusiastic and opinionated college students yell, "cut the bullshit." Not sure if they were referencing our current economic situation or were ready to hear some "Banana Pancakes," but I'm going to give these VCU educated some credit and assume it was intended as a pun.    

Outside Football in MN

You will not find the same football culture in Minnesota as you would in the state of Texas or even nearby rivals in Green Bay. It would not take Ron Jaworski or John Madden to explain why this is. It is not because we have less passionate fans, even though there might be some high school games in Texas that draw a larger attendance then some Gophers games, but it is because of the bare concrete bubble that our Minnesota teams play in. Yes, I am talking about the Hubert H. Humphrey Metrodome. The white covered 195-foot loud speaker that keeps the Homer Hankies, drunk college students, and faded Randy Moss jerseys dry and warm. A stadium that shares all kinds of memories for me - from a boy who watched Kirby Puckett hit a home run to win game 6 of the World Series, to leaving hung over after watching the "Gophs" blow a 21-point lead to the Wolverines in the fourth quarter. 

Still, I would will not shed a tear to watch the Metrodome fall faster than the Vikings did against the Falcons in the NFC Championship game. Green Bay has a unique culture surrounding the "frozen tundra" at Lambau Field. They celebrate the historic symbolism that the stadium stands for by tailgating and cooking brats when it is twenty below zero outside. Rather, Vikes fans push and claw their way into Huberts (the only bar around the Metrodome!) for a beer before the game. 

Minnesota fans are now taking a big sigh of relief as the Twins are building a new outdoor stadium as is Gophers football (picture above is the construction of the new Gophers stadium). When taking the picture above I thought it resembled a new beginning for Gophers football as it comes back to campus. Providing students, fans, and players with the atmosphere and culture that should surround the game. Hopefully, it will also help keep in-state recruits.   

Him and His Bull

Four of my classmates and I went to a rodeo at the Virginia State Fair to learn more about the culture of bull riding. First having to stop by the corn dog stand, just in time to let the ketchup dispenser throw up all over my tan shorts and shoes. After watching some barrel racing and calves getting whip lashed by a good roping, we finally saw what we came for. Man on bull -entertaining because it is so outlandish. One of the cowboys maybe be smarter than the others or had mistaken the dirt and smell of manure for a ice rink, but whatever the truth was, he wore a hockey helmet rather than a cowboy hat. After the rodeo we went "backstage," we met with bull rider Dan Welsh. A BMX bike rider as a kid looking for a higher adrenaline rush when he was in college. He told us everything from getting stepped on and walking away without a bruise to how a he caravans across the country with other riders like a rock band - just a little less glamorous.     

T Jeff's Crib

"No occupation is so delightful to me as the culture of the earth, and no culture comparable to that of the garden." - Thomas Jefferson, 1811.

Monticello in Italian means "little mountain," and if you were not taken away by the craftsmanship (95% still standing is the original structure) of the mansion, you were sure to admire the secluded view from a top the rolling hillside. Do not get me wrong, the house is great, but it would not be the attraction it is without the landscape surrounding it. As the photos show, we visited on a questionably umbrella needed day. It reminded me of photos I've seen of Scotland (I have not visited but I should because of one word - Braveheart). Monticello is the only house in America on the UNESCO World Heritage List. Other American cultural sites to make the list include: Mesa Verde National Park, Independance Hall, Cahokia Mounds State Historic Site, Statue of Liberty, Chaco Culture, Pueblo de Taos, and La Fortaleza and San Juan National Historic Site in Puerto Rico. More people have probably seen the seven wonders of the world.

It is ironic that Thomas Jefferson wrote in the Declaration that "all men are created equal," yet he was one of the largest slave owners. It took nearly 150 slaves to tend to the large estate of a man who ended the free-trading of slaves from Africa. He also wrote to have the right to "life, liberty, and the pursuit of happiness." I felt Monticello was a visual replica of this idea. The agricultural and technical theories that were displayed in and outside the house were years ahead of his time. A creative mind that could speak and write in seven different languages. I'm still working on English.  

Friday Art Walk

Before arriving to Richmond I pictured it rich with colonial history and American flags hanging from the porches. You would not disagree with this proclamation after seeing the statues driving down Monument Avenue and seeing the different museums (Edgar Allen Poe Museum, Museum of Confederacy, The John Marshall House) that add to the unique architecture Richmond has. Architecture that would be dandy for artists gathering creative inspiration. On the first Friday of every month, Richmond closes off Broad Street to celebrate it's artistic culture for the First Friday's Artwalk. Turning stores, coffee shops, and alley's into galleries. Galleries that host all forms and levels (my personal judgement) of art. One thing the city of Richmond presents to artists that most cities do not is accessibility. This month, one side of the street was blocked off for a staged fashion show. As I was distracted by Sriram dancing to the New Orleans brass band walking down the street, no one could ignore the lighted lanterns on top of the gown being worn in the fashion show. The designers were from the highly regarded Arts program at VCU that is located in a new Never-Never Land for the arts enthused.  

All Y'all See Those Skids?

I struggle to watch 5 minutes of Jack Daniels, DuPont, and Target going around in circles on TV. However, if you are sitting in 90-degree heat having a bruski, and it's so loud you can't hear the person next to you say, "I'm going to puke all over," it's an amazing experience. I think Enrico did a superb job of highlighting our day in this clip. Nascar is a culture in itself. I'm sure some people would tell you they spend 30 minutes watching the race and 180 minutes people watching. The only way to stand out at a Nascar race is to dress for a wedding. The rumors may be exaggerated but there is a truth to the culture that surrounds Nascar. The mullets, confederate flags, beer belly's, and farmer's tans highlighting the bald eagle tattoo is of a higher frequency at this venue than any other athletic event I've been to. 

This culture has made Nascar into one of the most popular and growing sports in America as it continues to gain momentum. In 2005, Nascar was the #2 brand (behind Blackberry and ahead of Google and iPod) from market research firm PSB. Corporate sponsorship revenue was $1.5 billion. That's well ahead of $445 million for the NFL and $340 million for MLB. I would assume numbers would be significantly higher now. You have to feel the ground shake and hear the engines roar to understand what the TV can't capture about this sport.

Stuffocating

http://www.storyofstuff.com/

I’m surprised the urban dictionary does not show stuffology: noun the study of overconsumption, overconsuming material goods. I’ll admit I suffer from “stuffitis,” overconsuming on a moderate to high level. Is advertising to blame for continually circulating the stuffocating cycle, work – watch - buy?

Our culture may be quick to jump on advertising, blaming it for sparking our desire to need more, want newer, and desire bigger. It would not be hard to say that it is an argument Johnnie Cochran would not want to be a part of. When our resources become deplete who will be able to pass the upcoming problems/news to society, educate citizens on how the economy is running, and demonstrate how we can become greener and revive our national/world landscape that our grandchildren will grow up in one day? Or will they? Advertising also possesses the capabilities to do good and has the mass reach that gives hope in being able to engage people in how changes need to be made. It’s up to an agency or company to produce and execute something powerful and impactful enough to activate that engagement. Companies claim that they have started to become environmentally responsible, but it is easy to mistake motion for action.

Advertising can’t help a bad product. Nor will telling people to recycle solve our resource challenge. Thus, it will take new innovative products like a substitute for fuel along with advertising to marriage and vow to make a difference together. The first change our generation is turning is mentality: initiate change, don’t let it initiate you. I believe Barack Obama in office would symbolize this movement of change.

Incertitude Path

"The great thing in this world is not so much where we are, but in what direction we are moving." - Oliver Wendell Holmes.

JMW XMAS outing?

JMW Cycling Class

Much like the historic cobblestone streets that lay foot in Richmond’s Shockoe Bottom, Minneapolis has some of its own on Saint Anthony Main. Because we are Jack Morton WORLDWIDE, we decided to make our presence on these streets by riding, or should I say awheeling, the customized vehicle from the Netherlands – the PedalPub. My first question when pulling up to this ten person bike was why didn’t I see this in the movie Beerfest? The game possibilities generating in my head were endless, yet maybe untasteful for the family streets of Minneapolis.

I would be cliché and make a comment on how efficient this Fietscafe (created by Zwier and Henk Van Laar) would be for carpooling during our gas crisis, but the Netherlands don’t pump out cars like China. The PedalPub costs $40,000, a price to pay for having the only one in North America. I imagine China’s Fietscafe would sit lower to the ground similar to a massive easy chair bike to offset the 5’3” height requirement to hop on the PedalPub.

As our eight person journey began, a few of us had some questions and pointers for our driver and co-owner of PedalPub, Eric Olson. Sam asks, “How far to the closest bar?” Interrupted by Tina’s confusion, “I feel like I’m not peddling?” Before Eric can reply the marketing in Larry suggests, “Instead of ‘It’s SLOW Fun’, it should be ‘It’s SLOW Much Fun!’” Larry, did you bill them yet?

City ordinance prohibited us from drinking on city streets so half of our cycling class was spent stopping to replenish inside on a stool. I know what you’re thinking and the answer is no, currently we are not accepting applications. However, PedalPub is looking for people to expand its business outside Minnesota. Cobblestone streets not required.

What I Want . . . NOW

http://www.sotanlife.com/experience.php/section/home/page/article_view/id/147

Above is a notion I wrote when I wish to believe I was naive and dumb enough to believe the anecdotes that were recited in movies like The Break Up or What Women Want. Still, I do not take back everything I wrote, but I would expand and rephrase. If you read it you will find a common theme coming across the words need and want. Our society and culture has embraced the mindset "I NEED that NOW," or "I WANT that NOW." Advertising and marketing have not only embraced the idea of need and want now but figure out strategic ways to fuel its inclination.

Which starts to bring me to the "T in the road" where I begin to get to my point. The common theme may not be want and need, but I. "I" has never been so relevant than today, where the divorce rate is well above 50% and the multiple household dimension is now normality. I believe due in part to the "I" first mentality. This cultural shift has brought on new striving businesses such as match.com and it has also brought discussion, even in the church. I believe churches have struggled, speaking purely on my personal experiences and conversation with those around me, to create an identity and more importantly a sense of community. That is until I was introduced to The Upper Room. You will find a congregation ranging from those occupied by coloring books (that might still be you) to those headed to the VFW after communion. The majority are young adults who want to hear the real version of The Break Up or What Women Want. The Upper Room recognizes what happens in the world today, and by talking in the same "cultural language" as those who are listening it not only gets them to engage, but to become participants in creating a sense of community.

It is there that I recognized it should never be I, but rather us. Nothing about love is I, with a person or brand. Compromise and understanding is a virtue that now is seen as strenuous. With so many options, why should I take the time? A personal relationship is built on 3 pillars: sexual, spiritual, and emotional. Brands hang heavily on the emotional pillar but should be asking the consumer the same questions you would to someone you love. What can I do better? How can I show you I will be with you in the future and adapt and change as things progress? How can we continue to build and strengthen our relationship?

You would be surprised what you will get in return if you learn to put others wants and needs before your own. Image is not how you view yourself; it is how others view you. Are you communicating your image with honesty, sincerity, and truth? Loved ones and consumers have one thing in common: they can read through the bullshit.

Very Good Is Not Good Enough

http://www.ted.com/index.php/talks/seth_godin_on_sliced_bread.html

Seth Godin gives his two cents on what makes us believe, and what we don’t believe. Unfortunately, we no longer believe in things that are considered very good. We believe in the remarkable – something worth making a remark about. The example Seth gives to capture this idea best is how Frank Gehry changed the economy of a city with the construction of a building that was described as “something at the fringes.”

I challenge you to construct something remarkable in something you believe in. Whether it is a social movement, a cure, an innovative product, or a person, construct something that shows passion, dedication, and risk. Construct something that cannot be ignored and will capture the heart of a consumer, politician, employer, or loved one. Everyone has a chance to be a hero to someone – someone who has given his or her life to something bigger than oneself. Something that stuck with me from my professor Charles Hall, “exhaust all possibilities.” Come here to comment and share what you've decided to construct.