The loves of our branded lives...
Some people are quite open about it. Some shout it from the rooftops. Some deny it and remain in the closet. But, I know that everyone has a brand they love, and what fascinates me most is the reasons why. Is it the product? Is it the Service? Is it the way they make you feel? We all have our reasons.
With this in mind and with Valentine’s Day fast approaching I decided to ask the Truth team which brands they are feeling the love for this year. Here is what they said.
Some people are quite open about it. Some shout it from the rooftops. Some deny it and remain in the closet. But, I know that everyone has a brand they love, and what fascinates me most is the reasons why. Is it the product? Is it the Service? Is it the way they make you feel? We all have our reasons.
With this in mind and with Valentine’s Day fast approaching I decided to ask the Truth team which brands they are feeling the love for this year. Here is what they said.
Darren loves Tesla
I am a sucker for the next big thing, and particularly products or brands that utilise smart design and technology to enhance our lives.
Tesla CEO Elon Musk’s goal is to ‘change the world and make the future better for all humanity’. This sounds like a bold claim, but Tesla are an innovations company, and they are really doing it.
What I really really love is about Tesla is they are giving away their hard earned electric car patents for free as open source, allowing their ‘competitors’ to benefit from their advancements and accelerate the advent of sustainable transportation. This selfless and counterintuitive act of open collaboration will allow a leap in technology that will potentially solve the world's energy crisis. In 2015, Tesla Energy announced a suite of batteries for homes called Powerwall that store electricity for domestic consumption and backup power.
Elon Musk is also the CEO of other innovation companies like SpaceX and Hyperloop, Founder of PayPal, and he is pioneering solar technology with SolarCity.
Tesla cars are a bit out of my price range (for now at least), but when they’re not, I’m in.
Jo loves Illy
Ground Espresso Roast Coffee. The can-opening-whoosh, the scent of roasted coffee aromas, the freshness… For coffee-lovers the world over, Illy gives you a little-smidgen of barista in the comfort of your own home. I would (in typical style) say that the brand is critical, but the packaging is more so. What Illy has done, is use its take on protecting the coffee’s vital aromas through a pressurised tin. Yes, there’s a very strong argument that almost seven quid for a can of coffee is a little indulgent, but for me? It’s worth… Every. Penny. There’s a controlled branded experience here – like no other, and that’s what makes me swoon.
Packaging-gush over, and add the GAGGIA machine, the Illy-branded espresso cup and the finished crema to boot, and my valentine really is coffee like an Italian would. Oh, and not forgetting the all important brand red. The colour of success. Italian style.
Chris loves Air bnb
For me this brand showcases how great and methodical design can elevate a company. Transforming what used to be (at least in my opinion) a pokey way to find a bnb – something of a last resort – into a household name to discover rare travel gems.
For me the worst element of travelling is finding a destination, it can be a monotonous trawl through web pages leading to an overly complex booking process, what I love about this brand is that it has taken what was an arduous process and through great design transformed it into a service that not only delivers but also inspires, quickly tapping me into new locations to discover and then delivering a simple journey through to purchase.
Ant Loves Channel 4
4creative in collaboration with DBLG, SQUA, Brody Associates and Jonathan Glazer recently served us up a new identity on air package for Channel 4. From the simplified iconic logo, controversial Horseferry typeface to the clever deconstructed logo pieces that captivate as they bounce around the screen, this will and has split opinion. What it does do though is reaffirm Channel 4's continual position the innovative and experimental channel.
Rosie loves Les Mills
Les Mills is an international provider of group fitness classes that are distributed to health clubs and gyms, including Lifestyle Fitness Manchester – my local gym.
Throughout my adult life (which isn’t long) I have been to a variety of gym classes with varying levels of enjoyment. However, I have been an active member of the Les Mills programmes for over two years, helping to improve my fitness and gain strength.
Unlike most, these classes are very short (30—45 mins) but consist of highly intense and specialist workouts. My favourite being BODYPUMP and HIIT (High Intensity Interval Training).
I love this brand because it does a simple job extremely well. Exercise classes are not new but LES MILLS has brought something new to the world of fitness, allowing me to train in a short space of time.
Ruth loves Green & Blacks
Working in an office full of sweet tooths, it seems obvious to turn my mind to confectionary when nominating a brand that I love. The sheer variety of sugary snacks that come through our door at Truth could make for a not-so-short 'short list' of amazing confectionary brands but for me there is one that really stands out, one that through its brand positioning has created the ultimate in sweet treats – a guilty pleasure without the guilt.
Beginning its life as Britain’s first winners of the fair-trade mark, Green & Blacks set its stall out from the off with its ethical stance and this really makes me admire their brand. Even the environmental origins of their chosen name ‘Green’ win my heart and as a huge advocate of substantiated CSR policies (and as a consumer of vast quantities of chocolate and coffee) I find myself drawn to brands that trade fairly on commodities grown in developing countries. Of course, it would be naive of me to expect that CSR should be more important to a business than its bottom line but Green & Blacks are a fine example of how CSR should be engrained in a brand right from the start.
Helen loves Sofar Sounds
In a world where mainstream music rules, Sofar offers a welcome reprieve from the commercial sound we’ve become accustomed to. The basic premise of the business is to offer up and coming artists an intimate platform in which to showcase their music. ‘Intimate?’, I hear you ask. ‘How?’ Sofar is on a mission to bring us closer to live music around the world in a very unique way. The business calls on like-minded music lovers to host gigs in their homes, on their rooftops, or wherever else they see fit, in a revolutionising musical venture. The location of the gig is kept secret until 2 days before the event. The talent is promising. And it’s BYOB. What’s not to love?!
Richard loves Levi’s
I recently went through a traumatic experience and one I wouldn’t wish upon anyone… buying a new pair of jeans. An impossible, joyless task and one I had continually put off. Eventually, with my old reliables unravelling, I plucked up the courage and headed into town. I hadn’t been shopping for a while and had forgotten that the majority of high street stores are awful places. Terrible music being blared out in an under lit, over heated changing room. The staff were miserable, I was miserable and I wasn’t having a good time.
But when I thought all hope was lost, I stumbled into the Levi’s shop. I don’t know what led me to those hallowed gates; I’d never owned a pair of Levi’s before or had any previous with them. Whatever the reasons were I’m glad I did. As soon as I walked in, I knew I was in the right place. The relaxed atmosphere, the genuinely helpful staff, the quality of the products; everything felt premium. It was actually enjoyable and within a few minutes I wanted them to take my money. (They didn’t even have my size in stock, instead tailored a larger pair to my size. In store. All within an hour!) I only needed one pair of jeans but came out with two, blowing my budget out the water…
Basically, to sum up, if a customer has a good experience with a brand, they’ll love them, they’ll shout about them and ultimately, they’ll spend more. From having no real connection with Levi’s, I became an advocate and I’m looking forward to the next time I need to buy jeans
Jack loves Tinder
I fully appreciate the ironic notion that this conjures up in a blog looking at brands the team love in the run up to Valentine’s Day… I stagger in, eyes squinting at my phone, dating app open and a thumb that’s gained a repetitive strain injury. However, I love Tinder.
Here’s why. I refused to join this app for a very long time and I only recently converted. I’ve come to realise that it’s a great way of meeting new people, especially working in a profession that can be particularly hectic at times. It’s also a more socially acceptable way of meeting new people (who knew simply talking to someone face to face by way of introduction wasn’t?)
I haven’t tried any of the competitor apps, happn particularly freaks me out due to the potential for stalkers (cue the ‘you should be so lucky’ line) but Tinder’s original dating app status and the recent updates which allow you to communicate with GIF’s mean that I probably won’t stray. I love a good GIF.
What else do I love? It’s simplicity, ease of use and speed. It’s damn efficient as well and y’know; ‘time is money’ and all that. Only down side is probably the increase in spend on social activities and dates as a result. Perhaps in this way it’s a love/hate relationship with the brand.
Looking at the bigger picture; 9 million matches worldwide, examples of marriage and some general fun and tom foolery for many, what’s really not to love about this little app?
Jas loves Inner City Music
Whether it’s jazz, funk, reggae or electro, music is a universal language that’s celebrated from every corner of the globe. Performance is a fine art, and nothing can compare to raw talent.
This is what Manchester’s Inner City Music brings to the cultural table. The non-profit organisation heads up a variety of eclectic musical events throughout the north, and is the backbone of the Northern Quarter’s legendary Band on the Wall venue.
Whilst I love nothing more than to ‘Keep it Unreal’ at Mr Scruff's Swan Street residency, I can’t help but admire the charity’s wider goal of nurturing emerging talent. Working within the community and at local schools, the charity’s dedication to budding musicians is evident through its exciting education programme, which features some of the regions most talented tutors.
The venue itself is a notable part of the city’s history and, judging by its work within the local community, Inner City Music will continue to play a huge role in Manchester’s notorious music scene.
Lisa loves Head Over Heels
As a mum to a very energetic toddler, finding an environment / experience that entertains both me and son is like stumbling upon gold dust. My beautiful boy likes chasing after footballs in the pouring rain or climbing up and down colourful foam-stuffed-plastic in a cold and soulless warehouse. Meanwhile, I like cocktail bars, spa days and watching / playing tennis – and for some reason, my little cherub isn’t a fan of any of those. I know, I can’t believe it either!
That is why I am such a huge fan of Head Over Heels Play Centres. They have got the brand experience bob on – for both children and parents. The play areas are interesting, interactive, bouncy - everything my son loves. Whilst also being absolutely spotless and in pristine condition - everything I am reassured by as a (sometimes) anxious parent. They are also warm and cosy, well decorated AND they serve really high quality food and drinks. And by food, I mean well balanced, nutritious meals for my son. And by food, I mean mouth watering, delicious cakes for mummy.
Furthermore, the staff are very friendly and clearly love children, taking time to interact with them even if it’s not specifically their job. They are also very security conscious. You practically have to take a DNA test to prove your child belongs to you before they let you out the building.
I’m not a huge fan of the brand mark but the brand values are evidently clear through all the customer touch points and very engaging. It’s impressive. I actually think I’d live there if I could.
So unless anyone creates a venue that hosts high profile tennis matches that you can watch whilst eating a muffin, drinking a margarita and having a back, neck and shoulder massage, whilst also meeting all my son’s expectations - you'll find me at Head Over Heels
Terry loves BBC FOUR
BBC FOUR for me for the Friday night music programmes, great variety, looking into all areas.
Taking on a particular music style of a band or individual in a particular era, 60s 70s 80s, usually unseen footage with the story of their rise and inevitable fall. in a documentary style followed usually by a concert performance of the band, very nostalgic and great viewing… and listening.
Always leaving me saying…I didn’t think it was that long ago!
What brand has caught your eye this year, let us know?
Do clients get the design they deserve?
I strongly believe that great design is achieved by great people collaborating towards a common goal, and great clients get great design because they are part of that great team. The point I am making is that clients should see themselves as the facilitators of great design. A great client values design and understands its role within a business, it empowers progress and inspires people along the way. A great client can really affect the process in a positive way, with the decisions they make shaping the strategy and defining the journey.
Do clients get the design they deserve?
I strongly believe that great design is achieved by great people collaborating towards a common goal, and great clients get great design because they are part of that great team. The point I am making is that clients should see themselves as the facilitators of great design. A great client values design and understands its role within a business, it empowers progress and inspires people along the way. A great client can really affect the process in a positive way, with the decisions they make shaping the strategy and defining the journey.
Insight
The ability of a client to provide valuable insight into their business and the market is an essential part of the briefing process. Obviously, a good design agency will endeavour to research and understand both your business and its potential market. However, they will never know it better than someone who lives and breathes the brand, so a great client will add real value to the design process.
Freedom
A great client demands great design, but at the same time is also very open minded to what that design might be. They come to you with a problem to be solved, not a solution to implement. They will also give the team the freedom and time to explore possibilities and evaluate their potential impact on both the business and the consumer. They then interrogate the outputs through the eyes of the target audience, disregarding personal preferences.
Vision
A great client has to be a visionary, they need to see past barriers to the potential success and its eventual rewards. There will always be barriers to creating groundbreaking design, it is how you overcome those barriers that can define the success of a project. If you are ahead of the curve you are always going to have to knock a few walls down along the way to make structural changes, shift the perception of new technologies and systems, or change habitual or cultural behaviours.
Some of the most influential design in history is the output of one passionate visionary with an idea and a dream. For example, Steve Jobs launched Apple out of his garage in California with a vision to create the world’s first affordable personal computer. He had no big R&D team (just Woz), he didn’t have a fancy office or a big budget, just a great idea and the drive and determination needed to implement it well. Jobs later proved with the iPod, iPad and iPhone that this visionary approach can be scaled up effectively with a great team of like-minded, talented people and a great captain to steer the ship.
Relationships
One of the most important things in any team process is relationships and great clients understand this. Great ideas are built on trust as much as anything else. If a client doesn’t trust the team appointed to deliver, then it will cloud judgement and the relationship will ultimately breakdown. It is really important that you feel comfortable enough in the relationship to have open and honest dialogue about what does and doesn’t work. This is why getting the fit right when appointing your agency is the first step on the road to great output, and ultimately great results.
Quality
The quality of the output is a direct result of the input. But it is also the ability to identify what quality is, a great client can spot a great idea from across a room. However, not all agencies see quality output in the same way. Quality output can be defined in several ways depending on your objectives, and it depends on the brief. Some value aesthetics more, some emphasise the value of the idea, some are only concerned with results, but the great agencies blend all three perfectly.
If you have a great team, a great brief and a great insight then the output should be great, right? You would hope, but it is not always the case. Particularly when budgets and timings are thrown in to the mix too.
Budgets
‘I don’t have the budget for good design so just knock me up something quick’. This all too frequent comment really sets the scene for bad output. This popular misconception that good design is born out of a big budget isn’t really true, a good idea doesn’t care how much money you have.
A good idea takes the same amount of time as a bad idea, that simple electrical impulse in the human brain is not restricted by budgets. What money does buy is more brains with bigger offices and bigger expenses. I believe a good idea can be born out of any budget if the environment is right and the insight is good. Granted, a bigger budget will buy grander executions and more exposure, but no amount of exposure will make a bad idea better. You’re just buying bad exposure.
In fact sometimes the best ideas come straight away and might be scribbled on a beer mat in a moment of inspiration, whereas you can labour for weeks trying to get a bad idea to execute well, this is often because of bad initial input.
Bad design will always cost a business more time and money in the long term, as Apple discovered during their ill-fated, ill-designed rudderless years when Steve Jobs was exiled in the nineties from the company he founded, only to return to, well you know the rest…
Time
Great clients plan ahead and put processes in place to facilitate good design. Finding the time for research and workshops to gain insight and test outputs. Making sure there is adequate time for designers to absorb themselves in the problem and challenge the obvious solutions. Time is always tight, but it is possible to change the company culture to accept that, great design can take great planning and great patience.
So, do clients get the design they deserve?
Sadly, not always. There are lots of great businesses out there that don’t maximise their true potential by harnessing good design. Where they are failing is hard to tell as a outside observer, but what is clear is that a lot of great clients don’t get the great design they deserve. Equally there are probably lots of great agencies that have really frustrating clients I am sure.
The truth is that clients must demand great design and inspire the team to deliver it, only then will they get the great design that they deserve.
Written by
Darren Scott
Creative Partner / Founder – Truth Creative.