Problem Solving

Flipping through the October Creativity magazine (subscription required) I came across James Dyson: Anatomy of a creative brand builder. Not just synonymous with the Dyson brand but also holds true for all creative problem solvers ... you have to have the balls, heart, head and vision in tandem. Click on image for larger view.

"I just want things to work properly"

That's the quote made famous by James Dyson and heard on all the commercials which used to feature the creator.

The prominent daredevil yellow "bagless" Dyson vacuum cleaner evolved 5172 prototypes later. That is a remarkable story of the resilient James Dyson who disdained bags and went to solve the dusty clogged problem. His perseverance and love for design has now made him the 37th riches man in UK with a commanding 38% of the British vacuum cleaner market.

I was asked back in 2004 what I thought of the Dyson ad campaign; me being a design lover acclaimed they were good, the designer's presence reaffirms its a fabulous creation but it appears to be for a niche, affluent audience and not the mass household market who will base their choice over price. Yet, I loved the brand, the story and some day when I have the extra $500 for a vacuum cleaner, I will probably buy it. I recall being at Target during the debut of Dyson but my budget allowed an average Eureka to bring home and settled for walking at the low end of the aisle - nothing fancy just another cleaning product but left lusting for the marigold yellow Dyson.

Today, you can find a Dyson exhibited at museums like, San Francisco Museum of Modern Art, Grand Central Station, New York (UK in NY Exhibition), Metropolitan Museum of Art, New York (A Century of Design Exhibition),Science Museum, London, Victoria and Albert Museum, London, Pompidou Centre, Paris and the Design Museum, Zurich.

Branding Countries

The barrage of ad campaigns lately has proved that counties are competing for the globe trotting thrill seeker's Dollars again. Most are a stodgy montage of images people have seen repeatedly now. Wether its India, Hong Kong there's nothing splashingly surprising in here. I am sure the ministry of tourism was impressed with money well spent and hiring some famous ad agency.

Wall Street Journal analyzes a few.


All the deplorable stuff from Discover Hong Kong to Bangladesh's Beautiful Surprise. These countries definitely need some serious thinking. Majestic India could only call themselves credible ... hmmm incred!ble. High time they came out of the bland and turn up the heat and get some spark back.


The Aussies appear to hit it on the spot, with the "Where the bloody Hell are You" campaign. Say it right, with fun and people will remember to fly down under. Cut through the clutter :: differentiate yourself.

There is a difference between branding and advertising. Branding seduces and engages the consumer to find you while advertising pursues the consumer to get more. Brand strategy works despite the lack of advertising. So hear ye countries:: branding is better than advertising.

Archetypes

Wiki definition: An archetype is an idealized model of a person, object, or concept from which similar instances are derived, copied, patterned, or emulated.

Seth Godin, wrote an interesting post on archetypes and pointed out that the now ubiquitous iPod changed the way we listen to music and how it succeeded in becoming the Mp3 player. Its all about the hands, Seth points out and the simplified interface enhanced the user experience.

Looking back: During the Hello, iPod World launch in 2001, Steve Jobs was scoffed at for calling it a "ground breaking digital device". Today the iPod is the quintessential outstanding design innovation archetype, with its unrivaled user experience. Steve's pitch to the world of this "ultra-portable" device has changed the rules of how we port audio, video and digital files today.

Watch the genius of electrifying presentations deliver his famous keynotes on YouTube.

A must read book :: The Hero and the Outlaw by Margaret Mark and Carol Pearson