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Reebok breaks Guinness World Record - Largest 3D Art ever

Once in a lifetime

Great infographic by Twitter.. 

Wanted - Freelance Project/Acc Manager

We're looking for a Project/Acc Manager – Freelance, Long-term contract

We're Ergo – an independently owned Brand Identity Consultancy, experts in Brand Innovation and Strategy. We work with the likes of Carlsberg, The Coca Cola Company, Speedo and Swedish Match.Based in London's Notting Hill, and apart from our sparkling client list, we also live in a big, bright and airy studio on the banks of the canal in London's Notting Hill.

We're busy, and in need of some serious project management skills.
We're looking for a Freelance Project/Account Manager who can help us steady the flow of projects coming through. You will be working on some of the aforementioned sparkling clients, as well as others, and will be part of a smart and bubbly team. We constantly push ourselves, and we're looking for someone with that same ethic.

You'll will have a least 5 years experience in this role, and with brand development and brand packaging design experience. You will be confident speaking directly to clients, and hot on the mark when it comes to problem-solving and organisation.We're looking for a November start, with a long term contract in mind (3 months, possibly more). And will play a critical role in the lead up to and after Christmas.

Interested? So what next… well, get in touch, tell us a bit about yourself and when you're available from.

Send your details and CV through to Selina at potential@ergo-id.com

Petrified insight

2009_neiman_marcus_insect_lab_specimen_artwork

Define insight. It’s an enquiry that usually yields a roundabout response from planners. ‘Illuminating truth’ is the explanatory thread we pick up consistently… seeing the familiar in a new way is certainly a good start. But the thing that gets me most on this subject (sure I’m re-channeling the question) is how narrowly applied the notion of insight is. Specifically, I’m thinking of the decree from Brand Keys and the like to capture an insight and cage it like the prize specimen of a Victorian entomologist. Insight shouldn’t be petrified. It’s a living, breathing thing that constantly responds to the environment and influences around it. Bringing insight meaningfully into a brand world (and organisation) is a process, so it makes sense to keep it as alive and pumping as possible. A real insight doesn’t need cosseting; it should happily withstand a bit of real life knocking about. If not, it really does deserve to go in a box with a lid – the bin.

Shoot us, we work on tobacco

Taxi_Rob_De_Niro

I‘ve come to enjoy the predictable (9 out of 10…) leap people make onto their soapboxes if ever I mention that Ergo work on tobacco. It’s fascinating how strong the reflex is and intriguing that people within marketing tend to leap with the most vitriol. Why so black and white? Isn’t such a binary stance entirely at odds with the nature of our decision making in day-to-day life? Real decisions are multi-faceted, jumble-y, trade off-y and ultimately some sort of middle ground. Can we really not allow tobacco off its ‘quit or die’ hook for a second to see what it can do in a more compromising realm? Trust the Swedes to have taken the lead with snus, the type of tobacco we work with, and something that most Swedes are proud of. It’s an oral product that delivers tobacco pleasure in a non-burning format and it’s 96% less harmful than cigarettes. Not only does it have good intentions towards its users, it also has no physical impact whatsoever on anyone else. A pretty good kind of compromise. We love helping brands make positive progress and definitely not just the fluffy ones.

Digital Collaboration with Ergo

Digital Collaboration for Innovative Social Research Tool

If you're at this point, then you probably already know who we are! But just to re-cap - We’re a branding consultancy specialising in innovation. We build better brand ideas through understanding brands and consumers at a deeper, more honest level.

This on-going quest has led us to develop the framework for a new type of Research Tool.

Without going into too much detail here…. we intend for it to be online, interactive and draw on developments in social media. Strategically, we have a clear concept and map of the areas we want to cover; now we need the input of a “digital guru” who knows exactly what they’re doing in this space.

There are two main areas of input we’re after: 

1) Traffic driving and recruitment in multiple countries
2) Innovative interface design and build.

Please do get in touch, we're hoping to set up meetings within the coming weeks.
For more information on us and our idea, get in touch directly and tell us a bit about yourselves: potential@ergo-id.com

We're Looking for a Freelance Quantitative Planner

Freelance Quantitative Planner / Data Analyst Needed for Innovative Social Research Tool

If you're at this point, then you probably already know who we are! But just to re-cap - We’re a branding consultancy specialising in innovation. We build better brand ideas through understanding brands and consumers at a deeper, more honest level. This on-going quest has led us to develop the framework for a new type of Research Tool, and we're looking for a Quantitative Planner / Data Analyst to help us.

Without going into too much detail here…. we intend for it to be online, interactive and draw on developments in social media. Strategically, we have a clear concept and map of the areas we want to cover; now we need the input of a quant data specialist to help us refine the structure/ expression of questions and advise on data processing and output.

We’re looking for someone with an affinity with the creative industry – so you’re a bit of a creative thinker yourself, and will enjoy working with creative people like us.

Please do get in touch. We're hoping to set up meetings within the coming weeks.
For more information on us and our idea, get in touch directly and tell us a bit about yourselves: potential@ergo-id.com

Want to think big. Get a bigger piece of paper

Legend has it that all the biggest ideas in marketing were sketched out on humble fag-packets and paper napkins. This touches on a debate we have from time to time at Ergo about the ultimate potential of ideas and whether there are physical limits to how much you can possibly grow and shape them?

Another legend has it that you can only fold a piece of paper 7x, so does this correlate with a finite scale to the ideas that are sketched upon them? If so, it’s time to leave the paper napkins scrunched up and get our creative mitts on hangar-sized sheets instead. See the video. It would appear that the good old American way of throwing scale at something is as valid as ever. It also makes sense that in today’s world, the injection of technology is an essential component to push an idea to its maximum potential. 

Belgian Carlsberg Humour

The Serpentine - Presence without noise

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Have you seen the Serpentine Gallery Pavilion this year? It’s a big dark grey building, with hidden entrances sitting threateningly, but imposingly right beside the Serpentine Gallery.

I ran in there to shelter from a squall of rain. Once inside I discovered, not only the intriguing corridors, but a beautiful garden within - just as the sun came out and lit the flowers up. I felt I wanted to spend some time there, and go back and revisit it again, and tell friends about it, and invite them, and meet people there and share it.

Afterwards, it struck me this is probably a good analogy for to the contemporary brand model. What we should be looking at now in branding, is not how to communicate every last element of the brand - how to shout about its worth and its merits and about how it can satisfy your every need. But more importantly, how to draw people in; with careful positioning, with presence sometimes even with mystery - but not with promises. And once people get inside, give them an experience that they want to discover for themselves, so they can own a bit, share with others, participate in. Like a theatre audience – or the other visitors at the Pavilion - they become part of the brand experience themselves.

This is not a radically new thought. But now, the huge plethora of available media tempts marketers to try to explain and project every aspect of the brand. Whereas what we should be doing is simply drawing people in, so once they participate in the brand it becomes theirs, allowing the ownership to happen, rather than forcing it into their pockets and into their minds. That is the difference between a small brand driven by passion – say, the original Howies – and the brands owned (or bought) by the big multinationals. Such as Howies now – owned by Timberland, over the last two years the brand tone has subtly evolved from private passion to badgering.

If you haven’t visited it, it’s worth seeing the Pavilion at the Serpentine. It’s quietly brilliant.

Details:
Serpentine Gallery Pavilion 2011 (Kensington Gardens, London W2 3XA)
Designed by Peter Zumthor, exhibiting upto 16th October.

www.serpentinegallery.org

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