THE BLOG

20
Nov

Gratitude and Engagement: A Link to Be Thankful For

Posted by / creativity, neuroscience of creativity, think like a tourist

Next Thursday, as we all (hopefully) take a day or two off to sit down with family and friends for a wonderful meal, we will be provided a touchstone to give thanks for all that we have. This year, we at Oishii have a lot to be grateful for: our wonderful clients, amazingly talented team and the opportunity to do what we love every day.

But our goal this Thanksgiving is not just to spend one day feeling gratitude, but to practice it on a regular basis. As we’ve stated before, gratitude can improve overall physical and mental health, including creative problem-solving and memory, as well as strengthen our relationships with friends, family and coworkers. In fact, studies have shown that positive emotions, like joy and gratitude “encourage us to engage with our environment, try new things, play, and generally serve to ‘broaden and build’ our lives.” Sounds a lot like Thinking Like A Tourist, actually.

In this fast-paced and often competitive industry, it can feel more natural to express frustrations about project deadlines and budgets than to express gratitude for everyone who’s coming together to make the project happen, but showing appreciation for employees and coworkers is the single highest driver of engagement in the workplace. Need a more selfish reason to give thanks? Expressing gratitude for the people we’ve surrounded ourselves with allows us to reflect on our genuine appreciation for our situations and feel the stress-busting power of joy. And, the more often we express gratitude to our co-workers, clients, employees and employers, the more genuine and natural it becomes.

So, why wait until the turkey (or tofurkey as the case may be) is roasting in the oven? Why not take just five minutes today to reflect on someone whose dedication, hard work, kindness or friendly smile has made work just a little more positive. Let yourself feel genuine gratitude for that person. And then tell them. You’ll both be thankful you did.

13
Nov

‘Tis The Season to Form a Connection

Posted by / Branding & Identity, creativity

Ah, the holidays. The shopping lists have been made, the plane tickets have been booked. Even Christmas carols are starting to get some airplay. But, for those of us working in branding and marketing, perhaps what’s most ubiquitous about the holiday season is the plethora of emotional branding that’s rolled out this time of year. But don’t get us wrong, although it can be a bit schmaltzy when it feels forced, if you’ve given your brand a clear, emotionally resonant narrative, it can be very compelling.

And the best way to tap into a clear narrative that your audience is most likely to relate to is to incorporate what cultural shifts they may be experiencing at this time. As I wrote about in my recent piece for MediaPost, “Cultural Strategy: Why Brands Need To Know Their Changing Audiences:”

Today’s audience is craving a real connection, and authentic stories that represent the changing demographics of the American landscape are one of the most powerful way to establish that connection. Stories tap into the emotions we all share. Stories are universal ways of telling our personal view from the individual and tying it all up with what’s going on in the city, country and globe. Our job is to create stories of possibility and resonance.  

And, what better time than the holidays, when so many of us are joining our families and loved ones, than to tap into that bond. Afterall, Family Values and Excitement of Discovery are just two of the 16 “hot button marketing” topics that appeal to consumer’s emotions to draw a response. Studies have shown that forging this type of emotional connection is a more effective measure of advertising effectiveness than traditional means, such as ad recall.

So, this winter, no matter what holidays you or your brand are celebrating, make the most of the season by forging a real emotional connection with your audience. If you need any more inspiration, then check out some of the most popular holiday ads of all time.

05
Nov

This Fall, Let’s Get Outside

Posted by / think like a tourist

When outdoor supply and sporting goods retailer REI recently announced that for this year’s Black Friday, instead of slashing prices, it would be closing all of its 143 stores, shutting down online orders and paying its employees to #OptOutside instead, they were met with praise for being “a model for the future of marketing.” And while we agree that the co-op is thinking in the right direction, we see something even broader going on here — people are recognizing the importance of embracing the outdoors in recharging their creativity and motivation. As REI CEO and President Jerry Stritzke said, “We define success a little differently… It’s much broader than just money. How effectively do we get people outside?”

And while REI is an outdoor retailer, so it makes sense that they’d be encouraging their constituents to embrace nature, that sentiment shouldn’t be limited to rock climbing retailers. As we’ve said before, our company motto is “Think Like a Tourist,” or take yourself out of the everyday and embrace what can happen when you change your routine and your surroundings.

One of the easiest and most effective ways to do this is to get outside. Whether it’s by using your lunch break to go for a walk, heading to the beach when you’ve hit a creative speedbump or just spending a little time writing outdoors, the power of changing your location and getting outside can reap real creative benefits.

So, why wait for Black Friday to take a stand? Grab a jacket, unless you’re in LA, get out of the office and clear your mind for an hour or two. You’ll have a much better chance finding your next inspiration when you live a little differently than if you’re waiting in line.

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