SHOOT FROM THE HIP

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.

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.

For those who haven’t visited the offices of A Squared Group, I’ll let you in on a little secret. The walls are GREEN. Not all the walls, just certain walls. We like it that way. So imagine what a lark it was to read this week’s NY Times article, by Fred Bernstein, extolling the benefits of green walls!

Check out The Color of Comfort, which also mentions fantastic playwright, John Patrick Shanley. And satisfy our curiosity – what color are your walls?

With the holiday weekend upon us, I find myself thinking about fireworks, BBQs… and ants. These tiny creatures can wreck havoc on an otherwise joyous gathering. I’ve been known to kill them on sight. Evolutionary biologist Olivia Judson has made me rethink my abhorrence of the critters. In her opinion piece for The New York Times, she makes a very heart-warming case for these abundant insects. She also points out that, amongst all the chatter in the world, there’s a lot that we’re not hearing. 

Check out the entire article, “Operator? Can You Put Me Through to Ant Nest 251?”

I love this lesson from the animal kingdom! After all, while my concern for how one nest of ants talks to another may be at an all time low, I am continually striving to identify the most effective way we humans can communicate. 

So, on this 4th of July weekend, I will honor the ants. How? Well, I’ll try not to kill any. And I’ll remember that big explosions and flashy spectacles, while fun, are not nearly as meaningful as those unexpected conversations struck up with new friends by the fire pit.

Happy Independence Day!