February 17, 2019No Comments

Design 2020

Design 2020

In 2019, we are all in a race to 2020.

Generation Z has arrived, and they expect intelligently designed brand experiences.  Gen Z’s 44 billion dollars of disposable income has triggered a tsunami of change as industry races towards 2020. In a recent C-suite study, 68 percent of C-suite executives expect their enterprise organizations to emphasize customer experience over products. During industry’s dance with disruption, Design has elevated itself at the new seat of power at the table and in the boardroom.

That seat comes with expectations that design will act as a conductor of a symphonic enterprise. Great design leaders share the same characteristics as conductors of an orchestra. Like Gustavo Dudamel  or Alondra de la Parra’s ability to seat an inclusive band of musicians who bring to life a euphoric cacophony of sound that heals and inspires the soul, design leaders, have the ability to conduct the enterprise like a symphony to deliver intelligent brand experiences that matter for customers and our world. From the momentous design trends composing change at the scale of the cosmos to minuets found in crafting design systems, I will lay the foundation for the future of design.

Click Here To Read The Report

https://www.youtube.com/watch?v=BMI4oXZcrCc
Generation Z has arrived, and they expect intelligently designed brand experiences.  Gen Z’s 44 billion dollars of disposable income has triggered a tsunami of change as industry races towards 2020. By @jojobickley via @jpenabickley

June 5, 2009No Comments

ON: A Creative Guide To Brand Building

It's not easy.  If it was, everyone would do it!  This presentation was created to help marketers, art directors, writers and experience designers focus on the details when building or pitching brand work.

ON: A Creative Guide To Brand Building via @jpenabickley

October 12, 20083 Comments

ON: Celebrating Your Celebrity

Two years ago when I was working with MTV on a project for Hershey's at Spring Break in Cancun, I articulated why people would watch the realty based web-cast Ice Breakers Watch, Whoa & Vote.  I said "We will all some day have our 15MB of Fame and the brands who facilitate it will win."   

One year later, in a meeting an MTV exec quoted me back to me in presentation on Widgets. Then my client, the Dibs brand used it has the headline of their site when we launched the Dibs Film Fest. (my humble opinion was they should have used another headline as I thought that it was not consumer speak - it was marketing speak... or was it??? seems to have lured consumers to participate in the Dibs Film Fest)

As time has passed the idea - which was a take on Andy Worhal's line - seems to have caught on.  I would love to know what brands you think are doing a good job of facilitating fame.  And if you have your own brand leave me a comment so I can celebrate your celebrity as well!

ON: Celebrating Your Celebrity via @jpenabickley

October 12, 20083 Comments

ON: Celebrating Your Celebrity

Two years ago when I was working with MTV on a project for Hershey's at Spring Break in Cancun, I articulated why people would watch the realty based web-cast Ice Breakers Watch, Whoa & Vote.  I said "We will all some day have our 15MB of Fame and the brands who facilitate it will win."   

One year later, in a meeting an MTV exec quoted me back to me in presentation on Widgets. Then my client, the Dibs brand used it has the headline of their site when we launched the Dibs Film Fest. (my humble opinion was they should have used another headline as I thought that it was not consumer speak - it was marketing speak... or was it??? seems to have lured consumers to participate in the Dibs Film Fest)

As time has passed the idea - which was a take on Andy Worhal's line - seems to have caught on.  I would love to know what brands you think are doing a good job of facilitating fame.  And if you have your own brand leave me a comment so I can celebrate your celebrity as well!

ON: Celebrating Your Celebrity via @jpenabickley

October 12, 20083 Comments

ON: Celebrating Your Celebrity

Two years ago when I was working with MTV on a project for Hershey's at Spring Break in Cancun, I articulated why people would watch the realty based web-cast Ice Breakers Watch, Whoa & Vote.  I said "We will all some day have our 15MB of Fame and the brands who facilitate it will win."   

One year later, in a meeting an MTV exec quoted me back to me in presentation on Widgets. Then my client, the Dibs brand used it has the headline of their site when we launched the Dibs Film Fest. (my humble opinion was they should have used another headline as I thought that it was not consumer speak - it was marketing speak... or was it??? seems to have lured consumers to participate in the Dibs Film Fest)

As time has passed the idea - which was a take on Andy Worhal's line - seems to have caught on.  I would love to know what brands you think are doing a good job of facilitating fame.  And if you have your own brand leave me a comment so I can celebrate your celebrity as well!

ON: Celebrating Your Celebrity via @jpenabickley

March 10, 2008No Comments

ON: Telling A Good Brand Story

At the core of every successful brand is an amazing, Word of Mouth-worthy story that your biggest fans will be happy to tell. Your brand's story -- once you uncover it and start crafting ways to make sure your customers and potential customers know about it -- can go a long way to increasing word of mouth chatter about your brand.  No matter the medium you need a story! 

Without a story - your brand looses context.  Call it cavalier, but my first question to Fortune 500 CMOs and entrepreneurs alike is, “What’s your story?”  What strikes me is not how hard it is for nearly everyone to answer the question in the
first place.

Great Brands Have A Story
Brands are the stories that unite us all in a common purpose within an
enterprise, and connect us with the people we serve on the outside.
These brand stories give meaning to who we are and what we do. They’re
a special kind of story—they’re strategic; they build on themselves
chapter by chapter, over time; they grow as they respond to changing
customers and changing markets.

Everybody likes a good story and why not? Stories are entertaining,
instructive, engaging and above all human; they connect people to
people, and businesses to customers. Story-telling is about communication
and communication is the essence of marketing.  If we are in the conversation economy then a good brand story should be the cake we serve up to our consumers.

Check out this article in How Do -
What’s the (brand) story?

We have at our disposal the greatest communication tool the world has
ever known, the Internet, and the vast majority of marketers are wasting it. Websites are used as if
they were corporate brochures. The techno-experts would even have us
remove its visual and kinetic elements, and turn it into an academic-style
journal to please the SEO gurus. We've been there and done that.
Search engine optimization is great and needed (and if you are a real flash developer you know that you can make your multimedia site search-able), but who is going to go to your
website if it's there is not a compelling story (engagement), and it is tedious to operate. It's time to move on.

Give consumers a story that is worth repeating.  Content is not king if it does not tell a cohesive brand story.

ON: Telling A Good Brand Story via @jpenabickley

October 18, 2007No Comments

ON: Ciroc’s Celeb Brand

Its about who you know! Ciroc knows Puff Daddy. They are so close that Sean ‘P. Diddy’ Combs announced his appointment as Diageo’s Ciroc Vodka Brand Manager and CMO in an Ad Age Q&A interview this week.

The role is “too big for one title,” he told Ad Age, but, he added, “I’ll be taking the lead on all the things traditionally a CMO or a brand manager would do, just doing them my way. Marketing in a way that is truly unique.” - Source Ad Age

This is more than the typical product placement

Diddy is not just a spokesman. He has become the brand. Ciroc will be making more than an just appearance in his videos. He is both vested and invested in Diageo’s marketing objectives. This type of involvement will transcend the typical endorsement relationships. Before Diddy—a product and brand himself—launched his first marketing directive, he’s already a walking talking media channel for the Ciroc Vodka brand. Not your standard brand agent hire.

This big challenge will be how Diddy and Diageo will coexist. This joint endevour could prove to be a real life product placement that elevates a Brand to real celebrity status. Read the entire Ad Age article here.

Update 10/07/2008: First Campaign - Diddy Becomes The Chairman of The Ciroc Board
What I love about this move is that it breaks the mold and brings the brand into a true circle of celebrities. P. Diddy is to launched The Art of Celebration! Celebrate Life Responsibly! campaign.

http://broadbandsports.com/flv/bbs-xplayer.swf?n=20484

Diddy has brought the art of "sophisticated celebration" to life on the small screen for the only ultra-premium vodka. Shot in black and white at one of Sinatra's former California homes, the 15- and 30-second commercials depict Combs as a high-spirited host amidst a chic crowd during an impromptu private house party. Combs is serving CIROC while engaging with his modern-day "Rat Pack" entourage. Combs mingles, dances and jokes during the intimate party, before finally stealing a private moment to gaze into the night as the crowd enjoys a fun-filled evening inside.

I love the sell the sophisticated strategy employed here. Yet another game changer.

ON: Ciroc’s Celeb Brand via @jpenabickley

April 24, 20075 Comments

ON: Small and Nimble Is The New Black

Our Industry is changing because the consumers we market to and create for have changed.  For the first time in a long time we are being forced to listen to consumers and what they are thinking, feeling and now commenting about the brands we represent.

The other MAJOR change that is happening is that our clients have now realized that the large advertising model is out and the small nimble agency that can push small production dollars further and be “creative generalist” are the new Black.

8 Things The Agency World Needs To Change

  1. Break the down the Silos!  Keep the experts and form universal teams that do not create brands for TV or Digital but approach your clients with Creative Strategy that plays a role in consumer’s lives no matter the channel.
  2. Be Channel Agnostic. “Below the line” is now “above the line” and the “above the line” is almost out.  Do not create brands for communication channels.
  3. Challenge your clients when they hand you a brief that says “Drive Awareness”.  Consumers are aware – Then what?  Awareness is not Engagement.  Awareness is equated to the mono log. Consumers do not care about the crazy marketer in the room with his random idea of Utopia through his brand.  Look at Engagement in the form of a conversation. Our job as the marketers is a dialog – a prolonged conversation will develop a relationship, and a great relationship is the yellow brick road to brand affinity.
  4. Develop brands as a filter to the clutter - To stay relevant in consumers lives your brand needs to be used as a “Filter” or platform for emotionally based content and experiences. Stop filling the airwaves and bandwidth with more bullshit.
  5. Talk about the pink elephant in the middle of the room.  Some of the simplest ideas are the most obvious.  In a clients mind – Complicated means expensive.
  6. Become the conduit – Most if not all fortune 500 clients have general advertising agency – those guys are not going away just yet…but you can shrink their budgets by being nimble, partnering with others and servicing them in a way that gives them access to top talent.
  7. The Team is the Gatekeeper - Know the brands business and be the gatekeepers of their budget. The entire agency team needs to know the client’s business, then the brands audience and help control their end of the budget.
  8. Stop with all the Web 2.0 Hype. Consumers do not trust companies they trust people.  Consumers are the Media!  Agencies need to stop worrying about their old formulas of mono logging and know that the consumers are our storytellers! The agency creative strategists and brands need to start a fire and then let go.  Consumers want a story that makes their conversations more interesting. In a billion channel media marketplace the brand or company with the most consumers will equate to more product sold.

Small is the new big (thanks Seth), and honesty plays the most important role in the agency client relationship as well as the brand to consumer relationship.  Now more than ever we need to be ourselves, because that is what brand marketers want from us – then we can help brands marketers be themselves as that is what consumers want from them.

ON: Small and Nimble Is The New Black via @jpenabickley

April 19, 2007No Comments

ON: Branding with emotion and transcending the product

Tonight I had my branding hat on....I began writing a strategic statement for one of my clients and then I came to this...

Some categories may lend themselves to branding better than others,
but anything is brandable. Nike, for example, is leveraging the deep
emotional connection that people have with sports and fitness. With
Starbucks, they see how coffee has woven itself into the fabric of
people's lives, and that's our opportunity for emotional leverage.

Almost any product offers an opportunity to create a frame of mind
that's unique. Almost any product can transcend the boundaries of its
narrow category.

Intel is a case study in branding. I doubt that most people who own
a computer know what Intel processors do, how they work, or why they
are superior to their competition in any substantive way. All they know
is that they want to own a computer with "Intel inside." As a result,
Andy Grove and his team sit today with a great product and a powerful
brand.

The Emotional Brand
It's everyone's goal to have their product be best-in-class or my favorite (hear my sarcasm with the marketing speak)...Best in Breed.

But
product innovation has become the ante you put up just to play the
game: it's table stakes.

The common ground among companies that have built great brands is
not just performance. They recognize that consumers live in an
emotional world. Emotions drive most, if not all, of our decisions. Not
many people sit around and discuss the benefits of encapsulated gas in
the mid-sole of a basketball shoe or the advantages of the dry-fit
system. They will talk about Michael Jordan's winning shot against Utah
the  in the late 90's -- and they'll experience the dreams and the
aspirations and the awe that go with that last-second, game-winning
shot
.

A brand reaches out with that kind of powerful connecting
experience. It's an emotional connection point that transcends the
product. And transcending the product is the brand.

ON: Branding with emotion and transcending the product via @jpenabickley
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