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Last night Jenn (my collaborator) and I trekked to an AIGA Cleveland event to see Debbie Millman. She was conjecturing about the next wave of branding (transformational brands); without giving it all away, she is advocating that the most successful brands must create meaningful and authentic connections with their audience. You might think that’s a no brainer, but why is it still so difficult to do? Here are some of my notes…
I also appreciate Debbie’s very honest love of brands. I have a love hate relationship with Starbucks. More love, now. Debbie also treated us to a brief rendition of “her name was Lola…”
Overall, very inspiring!
- The morton salt tagline of “when it rains, it pours” is sheer genius. [I'm not going to retell the entire thing here but seriously, go look up the story]
- We disdain & criticize brands, but why are we still so compelled by them?
- Finding/making authentic meaningful connections, in the most honest way, is the best use of our skills.
- Brands that make it to the level of tranformational brands still need to fulfill our prehistoric, basic human needs.
- “There’s always a backlash. There’s always a backlash. There’s always a backlash.” (no logo | logo)
- The green movement needs to to stay honest & connected. It will be successful if it can keep individuals feeling good about their participatory efforts.
- What’s wave 6?
