THE BLOG

28
Oct

Goodbye Vine: What We Learned from Vine Sensation Ian Padgham

In honor of yesterday’s news that Twitter will be shutting down the 6-second video platform Vine, we wanted to revisit our interview with Vine artist sensation and Twitter animator/producer Ian Padgham, where he gave us insight into how we can all be more creative, even in 6 seconds. 

At Oishii Creative, we believe design thinking can’t be constrained; it fuels innovation and helps us think big. In our Think Like A Tourist series, we explore life at the intersection of creativity, thinking and technology. We recently asked Vine artist sensation and Twitter animator/producer Ian Padgham about what inspires him, and how he makes six seconds feel so dramatic, engaging and big.

What artists or music inspires you in your work? Why?
Albrecht Dürer, M.C. Escher, Bill Watterson, Bob Ross.

When did you start working on the Vine platform? What attracted you to it?
The day it came out. I liked the ability to produce content immediately and share it just as fast. Nothing saps the creativity and joy out of a project like months of meetings and revisions.

How does Vine compare to other mediums?
While Vine is little more than animated GIFS with sound, there is something truly special about the platform. This is partly due to the community, and partly due to the fact that, at least initially, it was a production toolkit with incredibly limiting parameters. That has since changed, but I think the ethos of DIY ingenuity continues to set the tone.

Which project do you find most inspiring and creative?
Projects that have no precedent and no goal other than creating something delightful and different.

What inspires you as an artist? Where do you find your stories to capture/tell?
I’m not a huge fan of the word inspiration. It feels like it’s saying that something out there is giving us a hint of what is cool, like we need to find a muse that will show us the way. I think stories and ideas just come from letting our minds off their leashes and letting them roll around in the park.

In 2013, observers pointed out that Vine was built on “constraints.” It allows you make edits and stitch them together for a story. You’ve worked out Vine’s constraints and taken shots and motion into a new medium. What does your process look like?
It depends on the Vine. Some Vines I make up as I go along, literally letting the animation flow out frame by frame without forethought.

20
Oct

Clarity Builds Strength: How Brand Transparency Builds Consumer Loyalty

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Reviewing their inspiration board. Via CNBC.

We loved working with the Flex Watch founders and their investor, Marcus Lemonis, on a recent episode of this season’s CNBC’s series “The Profit.” When we met with team Flex, our role was simple — re-aligning the brand, which was faced with a tangle of confusing advertising and slumping sales. Like many businesses, Flex launched strong, but lost its way in the clutter of market competition. When they launched in 2010, the company, whose tagline is “Time to Make a Difference,” had a clear vision and purpose-driven direction. They offered 10 colors of watches, donating 10% of the profits to 10 set charities. A straightforward and well-defined approach that saw strong company growth for the first two years. But as Flex caved to market pressure and begun expanding their offerings to include more expensive items and redirecting their market to a newer “hip” consumer base, sales began to falter.

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Flex Watches pitching Flip Flop Shop. Via CNBC.

As the episode showed, the team struggled to find solutions; however, with renewed focus and outside help, the team was able to connect back with its authentic, essential brand, telling its story with purpose.

The Flex team problems aren’t unique. Losing sight of brand story and an overarching vision and mission aren’t just the problems of early days of frenetic start-ups, they can happen at any stage of growth. Take for instance, behemoth brand McDonald’s. With weak sales and sluggish growth, the fast food giant needed a way to re-shape public perceptions. With the launch of the global digital campaign, “Our Food Your Questions,” the company hopes to remind customers of its original brand promise of quality fast food. Will today’s nutrition-smart eater trust the brand to deliver its promise? It’s probably too soon to tell. But we can generalize that messaging reminders and repeats of brand values or promises do not pivot a brand for growth or spark nutrition, dietary or food conversations the public cares about.

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Marcus Lemonis and the Flex Watches team. Via CNBC.

Some companies align brand, story and message tightly, gaining competitive advantage without sacrificing history, essence and identity. Southwest Airlines, for example, has built its brand around trust from its niche origins as a low-cost air carrier. By positioning itself outside the mainstream largess of other commercial airlines, the company has developed loyalty and trust while also using brand story to broaden conversations beyond ticket prices. With its “Transfarency” campaign, Southwest adds layers into its brand history while leading a conversation people want and care about.  

These case studies illuminate the importance of aligning brand fundamentals. Cast your brand story too far away from your vision, mission, values, and personality, and you’ll soon lose your place with audiences. Maybe McDonald’s can afford a “do-over” in the public’s mind, but not all companies have unlimited talent, money, and resources to create a cultural reinvention. Besides, consumers today tend to see right through such messaging-cum-brand story. Athletic clothing line Lululemon has yet to regain the trust of its once passionate brand loyalists. Once its CEO lashed out at his target consumers about the “right” kind of bodies fitting into its yoga pants — poof! He went all the way “downward dog” and lost brand trust (and his job), while the company’s stock and its brand story took a hefty hit and has never fully recovered.

That’s because we’re living in an age of brand transparency. Consumers expect a real partnership with companies, more than marketing. It means doing research and matching core brand offerings to what consumers want, need and value. They’ll buy from you so long as you make their lives better, even a teensy weensy bit. It means giving consumers key information about the brand, company, and products, which is often achieved through the brand personality. It’s giving a peek into not just how the business “works,” but long exchanges with the values and passions of the founders and the company. And if this isn’t authentic or genuine or transparent, like the Flex Watches before their brand pivot episode, you’ll find yourself adrift amidst the competition.

07
Oct

Five Minutes With – Kate Canada Obregon, PhD

As the Co-Founder, Partner and Director of Strategy and Research of Oishii Creative, Kate Canada Obregon has been with the company from the beginning, since co-founding it with her business partner, and now husband, Ish Obregon, in 2006. Read on as she offers her insight into what the company’s philosophy, “Think Like a Tourist,” means for her, what inspires her, and what she really does all day.

How do you “Think Like a Tourist” (how do you embody that philosophy for yourself)?
For me, “Thinking Like a Tourist” is not only our company mantra, but truly my experience coming into this industry. I had such an outside background that I feel I’ve been able to bring some fresh perspective and understanding to the world of branding. I originally studied political philosophy and culture at university. The more I studied and researched, the more I began to see the small, but powerful, tools people used in culture, language, and perspective — how culture and institutions in society are in a perpetual conversation.

While working in a basement library archive, researching and examining a replica of the Bayeux Tapestry and William the Conqueror’s attempt to win over his new English subjects after defeating the beloved King Harold in 1066, a friend gave me career advice. “You should try out the field of brands,” she said. I looked at her, and we both had a good laugh. “Why not apply your knowledge to different kinds of problems? You know history and science,” she urged. “You should think about applying your skills and passion to more contemporary problems.” And as I completed my PhD studies, I began meeting with creative agencies doing interesting work in strategy, and I was curious and inspired. Around this time, I met Ish, and we immediately clicked. He wanted to shape “branding” into a standalone and serious discipline for his clients, separate from the function and process of marketing, and I wanted to apply social science to study audiences and culture. I wanted to be a “social” scientist, not just study culture for science.So, luckily for me, I still apply my background and outside approach to the industry, and I get to “Think Like a Tourist” everyday — creating actionable strategy and insights using science and good data for companies and brands committed to understanding what their audiences or clients like, want or value.

What do you do when you’re feeling creatively blocked?
Get outside! Even if it’s just for a short walk, getting yourself moving and exposed to fresh air, sunlight and a new environment can jumpstart your creativity.

What three elements would a perfect day include?
Definitely time with my family, a project that I can sink my research teeth into, and maybe a really good cup of coffee.

What do you do all day?
Today, my days are spent working on the strategy and research side of projects at Oishii. As each client comes in, I study their brand, goals, and needs, and help them figure out where they want to go. It’s been a great fit, because like any academic, I’m obsessed with pursuing good knowledge whatever the project or outcome. In my former academic self, I couldn’t have understood English history using hearsay or bad science, and today, my clients deserve no less. Strategy for me is the ongoing pursuit of what makes companies and brands pleasurable for audiences, and that should always involve history, science and rigor.

Do your family understand what you do all day?
Well, my co-founder, Ish Obregon, is also my husband, so I would hope so!


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