I figure out why something is
awesome and then convince
other people it’s awesome.
I love what I do… I truly enjoy this business. Meeting a client and figuring out what makes them tick is invigorating. Finding that point of differentiation and wrapping it in a creative Aha! moment is what makes me tick. The passion to do this is what makes me awesome.
The League of Champions
League of Champions was awesome because it was going to simplify things tremendously for the sales agents. They were not going to like change, but once they understood what the changes meant to them, they would embrace it.
Columbia Lighting
The diverse Columbia Lighting team had strong heritage and next generation ideas, but struggled with a brand reputation that did not fit them. We developed a new brand platform with updated messaging, and a brand launch plan that fit them perfectly.
Engineered Products
Engineered Products, an expert in Automated Storage & Retrieval systems were selected by BMW to construct a system to hold cars before they go to final assembly. The retrieval system took over four months. We used a time lapse system to film it.
There is work to do. Client exercises can be grueling for everyone, so I always try to locate a fun venue for the Brand Envisioning session. I have a variety of ways to explain the brand building processes, in order to create buy-in, as well as find the raw material to build from.
OF AWESOME IN COLLEGE
As the editor of the Ringling Magazine it was my job to convince the talented, yet most often introverted, students to supply us with their work. A panel of teachers, grad students, and peers would judge the work and the selected pieces would appear in the yearly school publication. We silkscreened a few posters and put them up around campus but the next day they were gone. Put a few more up and they were gone. Talked to the faculty, cleaning staff and campus security and no group had a problem with the posters, and were not involved with taking them down. The students were taking them down. Transferring them into their dorm rooms and studio spaces. They liked them. We printed hundreds of posters and t-shirts, then handed them out to anyone that wanted one…as long as they promised to turn work in to the Magazine.
