Showing posts with label branding. Show all posts
Showing posts with label branding. Show all posts

Monday, September 15, 2008

lululemon: some founding myths are just wierd

A couple days ago I got an email from a girl friend:

"as much as I love lulu lemon............reading this on their website makes me sick! check out the four categories on the left under chip's musings ........................wow.
http://www.lululemon.com/culture/history/how"

This might just be the most outrageous claim ever: "lululemon vision: elevating the world (through our people) from mediocrity to greatness"
This means: lululemon people are some Cat women in tights working to elevate the mediocre ones to greatness. I refuse to envision a whole world in lululemon tights, no matter how great that would be.
It doesn't take a philosopher to see that Chip Wilson is not one.

Friday, August 29, 2008

Orangina: You're doing it wrong

When I first read about the news of the ad being taken out from british tv, i just thought that the anglo-saxons were too prude for the french taste. after watching the ad i just have to ask: why?

they took a couple good branding concepts like the coca-cola world, sexy nature, live giving potion, dancing animals, pixar fun animation, and they created this monster...

the ejaculating orangina bottle... do your own declinations...
this does not serve any purpose than to create some buzz and have users go aewwwwww from the ad's bad taste... wait... orangina... bad taste... humm i bet this is not what they intended.

at the end of the day i could care less about the dumb, tasteless animation but if you target horny teenagers why have a soundtrack that plays bad boogaloo latino music??



but you don't need professional arguments why the ad does not work, just read the user comments... as one user puts it: makes you wanna f%&# a dear...

Wednesday, May 14, 2008

Looking with hope towards the ... what?

Obama runs a brilliant web campaign.
Classic web 2.0 (whatever...) branding.
Able to reach into the power of social networks for donations and preaching.
Simple and direct message. No bullshit. Clear and exhaustive program...
Walking the talk...

This is to mention of a small error... that does not take into account the fact that most people are right-handed and the positive look into future is in the top right (from their perspective)...

The fact that Obama is left-handed is irrelevant, the following image gives the wrong unconscious message... We look positively into the past...

Consider:



Marketing design people should know better.

[update 15/05] on higher abstraction levels this might mean: the race is over, or that obama is not going to ask edwards to be his vp... but im going too far, this is just a stupid collage not a 12th century Christian painting.

[update 24/07] yes that sucks... Edwards has another commitment after the US election on the 25th of November. So no chances he'll accept the VP. At least I'll be able to see him in person :).

Friday, September 7, 2007

6 reasons why your corporate problem is in the organization chart

Here is an understatement: 99% of the corporate problems are caused by the organization chart that does not match the innate business processes and your client's needs.

My examples are from software and marketing agencies but they can be expanded to other industries.

6. Too many divisions, positions, departments, etc

Organization chart is not simplified
to the lowest common denominator and creates operational expenses overhead, difficult decision making, unsatisfied clients, stressed teams, loss of productivity, you name it.

5. Merging conflicting positions

e.g. Merging PMO and CTO or software architecture and production management.
These are capital mistakes that create internal and eventually a metaphysical conflict of interests inside the same person... And unless you're Freud it can create bunch of existential doubts :) ....

4. Bad decision-making process - using the organization chart to make decisions

Decision-making process uses the highest-supervisor-shortcut: this VP usually is not at all competent to make this call, and does not have the time to properly assess the situation.

3. Strategic positions are not close enough on the organization chart

e.g. Client management is too far away from R&D, tech support and product development, etc

2. Gray zones where working processes overlap on several job positions are not well defined and understood, and the decision process is not clear.

Too many positions fighting over the same gray zone: production manager, PMO, CTO, product managers, account managers, software architect, creative directors, information architect, project managers.

Top deciders are not aware of the gray areas created by the processes and they unknowingly push the decision making into these zones. Yes, this comes as a corollary of 4 (Bad decision-making process).
The decision-making process should be clear and tailored on specific issues. Several people might have the decision power over the same gray zone depending on the issue type (technical, client satisfaction, budgetary, timeline). The top decider should solely prioritize the issue type and support the specialists in the decision-making.


1. Focus on processes and on independent disciplines rather than on client's need

If you are selling branding, have a Branding Department!!

Don't break your company in departments of 4 persons each... IT, design, storyboarding, strategy, etc

A company lives with money. Money is brought by clients.
Clients pay to get THEIR problem solved.

Clients don't care about your independent disciplines.

"Our branding department is working on it"

sounds better and makes more sense than:

"Our strategist has spoken to the creative director who has to inform the design department of the change and ... hold on.. which reminds me i have to speak to the CTO about this change... man they won't like it... with the CTO or with the architect... oh no, i better speak with the project manager or with the PMO... wonder what would the QA department think if they find out... gotta talk with the deployment department and set up a meeting to set up the new upgrade schedule... damn this is complicated... ok ok imma do it myself by tonight, but don't tell anyone..."

So focus your organization chart around your client's needs.


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A great example of business re-engineering is Louis V. Gerstner for IBM in the 90s.
Check out this book for an interesting analysis and other cool examples. Seduced by Success: How the Best Companies Survive the 9 Traps of Winning by Robert J. Herbold (former Microsoft COO). In the book he is arguing how success might be a great vulnerability to companies and the importance of knowing how to capitalize on inflection points.

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Octavian Mihai