Have you ever purchased a car without test driving it first? Most likely, no. It’s a big commitment, after all. Of course, you may have felt the seductive pull of some fabulously cool-looking wheels once or twice, and mistaken it for love. Take, for example, the new moon rover. Really, who can resist a four-ton vehicle that has the power to travel sideways and climb boulders? But surface attraction rarely lasts past the honeymoon phase. Consumers want to interact with a brand, gain some knowledge of it, receive trusted feedback about it, and develop a connection to it before committing themselves to any kind of long term relationship. True brand loyalty requires experience, trust and nurturing. Without those, consumers can get lost in space.
Archive for the 'Hip Stuff' Category
A Squared Group is in San Francisco at the moment, having just produced an incredibly successful, buzzed-about keynote address for Motorola at Mobilize 09. We had the opportunity to hear all about the new Motorola CLIQ and MotoBlur before anyone else, as we created content for the event and worked with Dr. Sanjay Jha to prepare his announcement to media, industry leaders, and tech savvy regular Joe’s throughout the world. The Motorola CLIQ and MotoBlur use cutting edge technology to make consumers’ lives easier and better. We love being able to bring that news to the public.
New Motorola CLIQ
The energy here in San Francisco is electric, and people can’t wait to get their hands on the new phone. That is why, in addition to developing the keynote, A Squared Group has created an interactive experience for key industry experts and leading international media to do just that, later today. These select individuals will be able to check out every aspect of the phone’s bells and whistles, while simultaneously seeing how others respond to the device, in a relaxed and realistic environment rather than in a controlled “testing” space. We expect a lot of texting to happen, and excitement about the new products to grow even further.
Follow feedback about the announcement by using hashtag #Moto or #Blur, and put this little baby on your holiday wish list. I know it’s on mine.
If you’ve been following the Swedish furniture giant, IKEA, lately – whether via its newest catalogue, Twitter or Time Magazine – you have probably discovered that the company recently underwent a transformation which caused shock waves and outrage to ripple through the Social Media universe. The transformation was a change in the style of font used for IKEA catalogues and print advertising, beginning with the recently-mailed 2010 catalogue. The ensuing consumer response to this change illustrates three notable phenomena: 1) the passion of brand enthusiasts, 2) the crucial need to listen to, and engage with, customers before making changes that affect those customers’ perceptions of one’s brand, and 3) the vital force of Twitter. That is why I love this story.
The switch IKEA made was from a customized version of Futura to a standardized version of Microsoft’s open-source Verdana. Now, before you roll your eyes, let me assure you that this was a strategic decision. IKEA wanted to cut costs and be able to use the same font across the globe. As IKEA spokeswoman, Monika Gocic, put it, Verdana is “more efficient and cost-effective.” The ultimate result of IKEA’s decision, however, may turn out to be anything but cost-effective, and ultimately damaging to its brand identity.
IKEA failed to consider the level of passionate attachment IKEA enthusiasts have for the brand, and its visual representation. According to statements made on Twitter and in interviews, many IKEA enthusiasts saw the company’s shift to a more ubiquitous, simplified font as potentially emblematic of a shift in IKEA’s larger brand and design philosophy. And they were vocal in their upset.
This was both a blessing and a curse. The fact that enthusiasts are so invested in the IKEA brand that they felt compelled to articulate their dismay is impressive, on one hand. It indicates how much they identify, and personalize their relationship, with the brand. Companies live for this kind of loyalty. However, these enthusiasts had interpreted the company’s actions as negatively influencing the overall brand image and value.
No company known amongst its loyalists as a design innovator wants to suddenly be associated with dumbed-down, common-place design. But that is exactly the leap that was made. IKEA did not expect this reaction. In addition, it did not formulate a response to, or open up dialogue with, its enthusiasts.
This may have been a critical misstep.
In less than a day, IKEA’s new font was as active a topic in the Twitterverse as Senator Edward Kennedy’s death. And the conversation was global. Days later, the discussion continues. It is fed by the interactive energy of Twitter, and carried forward by mainstream media, blogs and word-of-mouth. It involves both IKEA enthusiasts and those originally only marginally interested in the subject. But a voice from IKEA has yet to join in.
It is too soon to tell whether enthusiasts’ negative sentiments will mushroom into a revolt, as happened for Coke when it made a little change back in 1985, or will disappear from the Twitterstream without affecting IKEA’s bottom line. It would be a shame, however, if nothing is learned from this “surprise” development.
I hope that IKEA eventually does fashion a response to their enthusiasts, addresses the misunderstanding, and adjusts their strategy following this episode. If nothing else, perhaps they now will remember the following:
a) Never underestimate the power of your brand enthusiasts. They will carry you far, maintain inspiring loyalty and spread the message of your brilliance… as long as you hold up your end of the bargain. Simply put:
* Listen to your enthusiasts;
* Respect their opinions; and
* Create dialogue to communicate your intentions.
b) Do not dismiss the force of Twitter. It is now, dare I say it, as powerful as the blog.
In the interest of full disclosure, let me clarify that A SQUARED GROUP has no present or past association with IKEA, though I’d put money down that most of the team, at one point or another, has owned a piece or two of IKEA’s assembly-required furniture.
Les Paul passed away this week. Now, I didn’t know Les Paul. I’ve never played any of his guitars. I don’t even know how to play the guitar. But I’ve always much admired his creativity, perseverance and passion. He wanted to make more noise, so he designed a guitar that would let him do that. He loved playing and performing in front of an audience, so he showed up to his favorite jazz haunt every Monday night until shortly before he died.
He wasn’t afraid to show his excitement about what he did for a living.
Not everyone is fortunate enough to be able to express their creativity and passion in their work. How luck are we, at A Squared Group, to be part of that small contingent of folks who are able to do just that?
We are inspired by people who think outside the box, who make what they need when it doesn’t exist, who share their vision with those who are interested… We have much in common with them. We have much in common with Les Paul. Just not the guitar skills. R.I.P.
Never judge a book by its cover. I was taught that once. But honestly, who doesn’t do that? And not just with books. Any marketer, as well as most consumers, can provide example after example of the importance of packaging, whether it be for a product, a brand, or a first date. Of course, if a product has great packaging but no substance, raised expectations are dashed. Not a good thing. However, if an amazing product is presented with all the panache of a dead rat, it is ignored. Definitely not a good thing.
So, I admit, I do judge books by their covers. Which is why I love the Book Cover Archive, which presents a constantly updated collection of the best book covers ever designed. Check it out.
Peruse its blogroll, which highlights The Pelican Project (another favorite cyber-stop for folks here at A Squared Group) as well as other great websites. And submit a favorite cover of your own choosing.
The cover for Still Life: Adventures in Taxidermy, which is currently on the site’s homepage, is calling to me. But don’t worry. I’ll skim the first few pages prior to purchase, just to make sure the product is as good as the packaging.