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.

24
Oct

Creativity Doesn’t Happen in 0s and 1s

Posted by / creativity, design, neuroscience of creativity

Ah, the professional creative. Is there any other behind-the-camera profession that’s as romanticized, misunderstood and yet, still desired? The deadlines are short, the hours are long and the competition is fierce. But most of us wouldn’t change it for the world. There is, after all, a reason we’re so fascinated with creatives. We assume their minds are somehow quicker, more thoughtful and talented than most. But the truth is, it’s a job like any other.

And once you monetize creativity, the demand and expectation becomes higher. Something that once was done for the sake of job and artistic validation and reward now comes with a price tag and a set of deliverables. Instead of treating creativity as an art form, we begin treating it like a machine, expecting a certain and consistent output. But you can’t have a computer analyze your new logo and tell you it’s got to be 14% bigger and just a tad more cyan, and you can’t use an algorithm to build a new visual strategy. When that happens, it’s easy to lose sight of why you first got into this industry, whether you’re an individual, overseeing a team or running a company. Here are four tips to help you keep sight of why we love what we do.

Savor the Victories
As we’ve previously said, we’re incredibly proud of the recent refresh we did for children’s network Sprout and taking time to reflect on successful projects and what we learn from them is important for any creative. Not only will you feel a great sense of accomplishment and pride in your work once you’re able to see the finished project, but also when you’re having creative doubts, being able to turn back to something you know went well can motivate you in your next task.

Remember, We’re Only Human
A machine can run on zero sleep, zero fuel and never needs to leave the office, but humans cannot. In order to stay creative, we need to step away. It may seem counterintuitive when you’re facing a big deadline, but if you need to spark an idea, stepping away might be the best solution.

Be Realistic
Yes, you have THE idea, the award-winning, ground-breaking, studio-launching idea that will change everything… except it would require three times the budget, twice the staff and at least an extra six months, when you’re already down to one. Don’t be discouraged. You still have a great idea, it just might not be the right idea for this project. Or, maybe it needs to face a few challenges to work. Challenges can turn into solutions and make you a stronger creative.

Stop Fearing Failure
When it’s your job to come up with original ideas on a regular basis, it’s easy to fear failure. After all, if you’re being paid to do what you love, it’s easy to slip into the mindset that we’re always just one project away from ruining it. Or, as artist and author Christoph Niemann addresses in his truly inspiring 99u talk, what if “I’m not good enough?” “I’m out of ideas” or “My work is irrelevant and soon I’ll be broke.” Spending time dwelling on the possibilities of failure isn’t going to get you anywhere. Spending time investing in your own creative growth will.

It may not be the stuff of Mad Men, but we are still lucky to be in this industry and to be creating. Ultimately, our clients believe in us enough that they hire us for an idea…Can a computer do that? Not yet anyway.

15
Oct

Taking Sports Branding Strategy Off The Field

Posted by / Branding & Identity, Sports

As we’ve said before, we’re big believers in finding inspiration outside your comfort zone, using each new project to stretch our creative boundaries and imaginations while learning new skills and concepts. While Oishii is certainly no stranger to the world of sports branding, strategy and design, we were thrilled when PromaxBDA’s Brief recently gave us the opportunity to reflect on what that competitive landscape can teach marketers in all areas of entertainment.

Head over to Brief to read our take on how the world of sports can help guide your branding playbook.

09
Oct

Does Your Company Dare to Go Teal?

Posted by / creativity, Innovation

Recently, The New Republic published a very in-depth (and lengthy) inside look at online shoe retailer Zappos’ radical decision to do away with all managers. There is a lot of interesting information about the company’s transition, what it means for their future, and how it’s affected the notoriously positive work atmosphere, but the part that stuck out to us was how Zappos is striving to be a “Teal Organization.”

As The New Republic explains, the phrase comes from the book Reinventing Organizations by Frederic Laloux and the colorfully named term corresponds with one of many stages in the evolution of human consciousness and its influence on our organizational paradigms. When it comes to organizations, at the base level of this thought process is Red (aggressive gang and mafia-like organizations); then progressive of that is the highly formal and organized Amber (government, military, some churches), followed by Orange (investment banks, multinational corporations), which focuses on innovation, progress and development; Green, which seeks to build upon the achievement mindset of Orange by adding meaning and purpose, and finally at the top of the hierarchy, Teal.

Teal organizations are sort of the Buddhists of the business world, meaning that ideally, according to the author, “Teal organizations [seek] to empower its members to be creative, independent, adaptable, and self-directed… [and] do away with hierarchies of people and of power and replace them with a hierarchy of purpose.”

Although there are drawbacks to this type of organization, especially for massive companies like Zappos, we couldn’t help but find some inspiration in it. Afterall, the three basic traits of a Teal Organization are self-management, wholeness, and a deeper sense of purpose — three traits that we wholeheartedly support and strive for at Oishii. As we’ve previously stated, we believe any paradigm for success starts with nurturing a team of creative entrepreneurs, and trusting and valuing their contributions and supporting their desire for meaningful work.

So, while we’re not quite ready to do away with managers (our EPs keep us sane after all), we do think there are some positives to be learned from Zappos going Teal.

01
Oct

Think Like A Child: What The Sprout Refresh Is Teaching Us

Posted by / Uncategorized

Anyone who’s ever spent an afternoon with a young child knows that while kids love engaging with classic fairytale and popular superhero narratives, they will always tap into their imaginations to add their own twists. Even though children are constantly exposed to pre-scripted narratives, they are often brilliant (and self-sufficient) storytellers. Give them a blanket, and they’ve got a cape, a secret fort or a ship sailing across “molten lava” carpet.

For our recent refresh of Sprout, we found the network was a perfect example of this. Sprout encourages kids to stretch their imaginations — finding the extraordinary in the ordinary, and it gave us an opportunity to tell their story in the same way, basing our branding around how the familiar becomes fascinating through the eyes of a child. In this crowded children’s entertainment market, the refresh was a great reminder that even the most well-known or action-packed characters and content can’t stand in for a brand’s story.

So, tapping into our core elements of storytelling, we honed in what the brand really stood for and what core attributes we could point to when building off each of the pieces of narrative; in this case, authenticity and imagination. Kids have real everyday experiences and it’s their viewpoint and wild minds that transform those daily interactions into something unique and exciting. Or as MoMA’s Juliet Kinchin wrote of the interaction between children and design, “Children help us to mediate between the ideal and the real.”

Our company mantra is Think Like A Tourist, which is essentially resetting your thinking so you’re open to new sights, knowledge and experiences. But, after our great collaboration with Sprout, Think Like A Child is a strong runner-up!

24
Sep

What’s Your 30-Second Story?

Posted by / Branding & Identity, creativity, Oishii Creative

In 2001, when BMW debuted its series of short films, The Hire, helmed by Hollywood directors including Guy Ritchie and Ang Lee and starring Clive Owen, customers and press alike went wild. The series set a benchmark for branded content and spurred the conversation about the importance of storytelling in advertising. At approximately 10 minutes each, the eight films exemplified the future of brand partnerships and the symbiotic relationship between advertising and entertainment; however, they weren’t seen as examples any brand could emulate. They should have been.

What drew people to The Hire and what makes it so memorable more than a decade later, wasn’t just the production values or the A-list talent, it was that at it’s heart, it was dynamic, engaging storytelling. Even if you don’t have the luxury of BMW’s budget and schedule for that project, anyone can tell a good story. And when you’re building storytelling into your ad campaigns, via branded content, promos or commercials, whether you’re selling cars, detergent or television, you need to keep in mind the four basic principles of storytelling: descriptive character, clear goal, meaningful conflict and a resolution that teaches a lesson.

Good storytelling isn’t about the length of the story, it’s about servicing these four core elements to create an engaging scenario. Novelists, screenwriters and even comic book scribes know that for a successful story, you can’t leave any one out. We need a character to identity with, whose viewpoint takes us through the action — for BMW, it’s Clive Owen, aka The Hire; a goal to show us what we desire and are striving for — a quick getaway in luxury, comfort and style; the introduction of conflict to make a case for our product — eccentric baddies in fast hot rods are chasing him; and finally, a resolution that teaches us that if a BMW can service a wheelman for hire, think what it can do for you.

Too often, brands devote their precious air-time to listing features or touting their position over the competition as stand-alone mini-segments of an already brief spot, when these selling points could be integrated into the narrative. Anyone can say a product is amazing, but if you tell your audience the story of your product, while offering a display of its worth, it’s going to emotionally resonate with them, even if you’ve only got 30 seconds.

To further illustrate this, let’s make up something far less action- (and budget-) packed — a detergent ad: A harried working mom (descriptive character) is prepping for her big dinner party (clear goal), when one of the kids accidentally spills juice down her cocktail dress (meaningful conflict). But, she is a savvy protagonist who uses our detergent client’s stain remover and gets the stain out just in time for the party (resolution with a clear lesson to always have our client’s brand on-hand.) It has a beginning, middle and end, showcases the consumer’s need and how the brand will fulfill it, all with no box-reading voiceover or side-by-side real-time stain removal comparisons needed.

As Jon Hamm (no, the other one), said in Adweek, “The most powerful way to persuade someone of your idea is by uniting the idea with an emotion. It’s indisputable that the best way to do that is by telling a compelling story.” It’s something BMW understood all those years ago, you may have great brand attributes, but it’s presenting them through the four storytelling principles that will tell your most compelling and memorable story possible.

21
Aug

Think Like A Tourist: Why Tedium Boosts Your Creative Work

Posted by / blogposts, creativity, Innovation, Kate Canada Obregon, neuroscience of creativity, Strategy, think like a tourist

Photo courtesy of Splitshire.com

Photo courtesy of Splitshire.com

Researchers continue to uncover secrets of creativity and in the process, make sense as to how innovation occurs. This new information is applicable to organizations and individuals alike. Anyone who works in the “creative services” industries needs to pay attention to this research.

In a recent study conducted by teams at MIT and the University of Toronto, which was featured in the New York Times, researchers studied 6,000 Kickstarter projects, looking at the relationship between time and the effect on “innovative” ideas. Over the course of nine months, researchers observed patterns of heavy ideation work and administrative or execution of idea work. The study suggested that ideas need robust doses of “non-creative” or process time to help the original idea along. In other words, good ideas need these “uncreative” administrative tasks to become great ideas on the market.

While the study was small, it has implications for creative workplaces. Most directly, it challenges prevailing notions we generally hold about creativity, innovation and how we work.

Ideas Need Process
The big takeaway challenges our mythical attachment to ideas. Most of us love and value creativity, and we see and want the effects of innovation. A singular idea disrupts markets. A visionary with her strength smashes through to markets with the power of her idea. We find ourselves drawn to the story of Newton’s “apple falling on his head” story. We get lost in the romance of the marathon brainstorming session where an idea magically comes to life. However, as the study suggests, there are processes that do the heavy lifting for intangible ideas.

Nurture Ideas
Ideas, as the study suggests, develop through a company pipeline only if encouraged by way of company policies, structures, processes and culture. There is a value to ideas only if they are kept in motion. As many companies proclaim to pursue innovation, creative workers need to continue raising awareness and helping to make tangible the benefits, for example, of innovation hubs to test out ideas. Companies, too, need to invest in idea think-tank teams with dedicated resources and people to keep ideas at play.

Brain Rest
The study pointed out what neuroscience is already telling us: our brains are more creative with lots of time spent relaxing and daydreaming. Obsessive focus yields nothing in the way of creative breakthroughs. Most creatives don’t lack ideas, they are deluged with them. It’s the connecting of different types that yields a new idea or improves an idea already churning through the brain. That’s because the brain needs to go into default mode. As neuroscientist Rex Jung has noted, taking time off doesn’t shut the brain off so much as it gives it license to yield into the unconscious. As the study implies, there was a lot of work going on while the Kickstarter owners went offline.

I hope you’ve found this topic useful in your work. What’s your experience with the generation of creative ideas? How has the power of process helped or hindered your work?

13
Aug

Everyone Solves Design Problems

Posted by / Branding & Identity, creativity
photo courtesy of Splitshire.com

photo courtesy of Splitshire.com

We’ve covered the importance of a brain trust and the ideal creative-centric leaders and their empowered teams. Now it’s time to get to the problems: how designers and design thinkers apply their skills.

A talented art director or designer can deliver amazing boards for a pitch, but what’s the thinking behind them? Do they solve a brand need? What are brands? Do they anticipate the future? Is it stunning but blind to its own purpose?

In the design industry, no matter the client, confusing beauty or “beautification” with great design happens. Getting lost in the art doesn’t always solve a business problem. Asking teams to align best practices of design and art into specific client ‘business’ problems makes everyone less focused on the “wow” and more focused on, “A-ha, I didn’t think of that!”

All industries face their unique challenges. Educator George Kneller says “creativity . . . consists largely of rearranging what we know in order to find out what we do not know.” This should be a guiding maxim for re-thinking problems. For us, problem-solving has to do with how viewers see, understand and interact with television. The problems are knotty and sometimes imposing –- intimidating, even.

And while television struggles with conspicuous cultural identity issues, audiences still value what the medium offers. So teams should stretch their minds and try to solve tactical day-to-day puzzles. Whether it’s through scheduled meetings or informal work sessions, it’s a good idea to congregate and talk about the state of the industry, from competitors to aspirations.

These sessions don’t need to be “guided,” but it helps to have a sense of the problem’s history and background. We pull out the “classic” on-air looks, the big wins and the failures. We talk about symbols and meanings, such as what a logo or a lower third is trying to project; but what problems are they trying to solve? Is it advertising or something else?

These are the juicy “knotty” problems that make us dig deep and grope our brains for answers. Creativity scholars’ value this sort of juicy problem-solving because the unconscious mind (where ideas are always churning) has a chain to connect with ideas, thoughts and visuals that they don’t always think to recall.

We believe creative workspaces and designers and design-thinkers are the best combinations of people and places, allowing us to effortlessly wander through problems in a process Grant McCracken calls “provocation.”

Creative companies are the best places to “pitch the tent” outside conventional business strategic thinking; and designers are very often artists who use their skills and talents to provoke not only their own work, but life on-air.

That’s how we #daretoinspire

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