Ice Bucket Challenge Lesson for You.

11 responses.

The Ice Bucket Challenge? By now everyone who’s not living under a rock knows about the Ice Bucket Challenge. It’s a brilliant viral stunt that combines coerced altruism, mild sadism, mischief, social media, and a good dose of revenge to get people to donate to the ALS Association.

The Ice Bucket Challenge is working spectacularly well. The explanation on the ALS website says, “As of Sunday, August 24, The ALS Association has received $70.2 million in donations compared to $2.5 million during the same time period last year (July 29 to August 24). These donations have come from existing donors and 1.3 million new donors…” And the ice bucket dumping craze shows no sign of abating. How much money the organization will ultimately raise remains to be seen.

 

Needless to say, the success of The Ice Bucket Challenge has marketing and development people at every charity in the country scrambling to figure out how they can create their own social media sensation and I’m sure we’re going to see the fruits of their labors — successful or otherwise — cross our Facebook pages very soon. But there’s at least one company that could jump on the Ice Bucket Challenge bandwagon immediatley and not only raise a lot more money for ALS but also build their tribal equity at the same time.

I’m talking to you, Coleman. There’s a big empty space in The Ice Bucket Challenge that’s screaming out your name.

Quite simply, there’s no proper Ice Bucket Challenge vessel. People are dumping cold water on their heads with everything from buckets to aquariums to coolers to shot glasses. The Ice Bucket Challenge doesn’t know it but they’re searching for their holy grail. So what if Coleman announced that for every Ice Bucket Challenge video that was made with a Coleman cooler the company would donate an additional $10 to the cause??!! All of a sudden people everywhere would pull their old Colemans out of the garage, borrow a friend’s Coleman or even go out and buy one. But more importantly, Coleman would not only be tying themselves to something altruistic and good, they’d be building their own brand equity because when you think ice and containers and fun, you’d think Coleman.Ice Bucket Challenge Coleman CoolerThis alignment of purpose and meaning and authentic truth and marketing is what developing a true tribal signature is all about. And while it may seem obvious and easy, why hasn’t Coleman latched on to The Ice Bucket Challenge already? Is it because they don’t have a professional marketing staff or a contract with a creative advertising agency? Of course not. It’s simply because most marketers are so busy thinking of traditional marketing and advertising ideas that they miss the concepts that are hidden in plain site.

But on Thursday, October ninth, we’re going to change that. Because that day marks the debut of the first Tribal Signature Bootcamp in Miami, Florida. Toby LaVigne – a black belt founder of the concept – and I are going to take a select group through the exercises and experiences that will help you uncover your own authentic truth and build the brand value and tribal equity that will market your potential to the world. Understand that this is not a rehashing of the old and tired (or even tried and true) marketing concepts that you studied in ADV 101. Instead it will be two days of power packed learning on how to develop a brand that will force people to sit up and take notice.

If you’ve been reading my blog for sometime now, you’ve probably seen that I’ve been working on these concepts for a long time. That’s because my hands-on experience with my advertising agency and clients has convinced me that the old ways simply don’t work in the new world. For example, I’m sure that someone at the ALS Association was still clamoring for the 5Ks and other traditional fund raisers that brought in last year’s $2.5 million while some forward-thinking genius was crafting the Ice Bucket Challenge that has already raised $70.2 million!

And if someone at Coleman is reading this, I hope they use our idea and sign up for our seminar.

I hope you do, too. We opened sign-ups a few days ago and will only keep the site open until our limited slots have been filled.

Click HERE  to learn more.




Be the Best at Everything You do From Now on.

25 responses.

There’s always one in every group and our harmonica master class was no different. Each time the instructor would ask if there were any questions, “That Guy” would raise his hand.

Little Walter was the best. And I read somewhere he used a 1940’s Astatic taxi dispatcher’s microphone. So I tracked one of those mics down and spent a fortune tweaking it but I still can’t get his tone.”

“Yeah,” instructor David Barrett answered. “Little Walter was famous for playing whatever mics he stumbled upon. But even if you could find one of the actual mics he played through it won’t help you sound like Walter did.”

Barrett went back to his instruction but eventually “That Guy” raised his hand again.

“I Goggled vintage tube amps and found that Junior Wells used Word War Two Czechoslovakian vacuum tubes that he plugged in out of sequence. I bought some really expensive dead stock tubes on EBay but my amp doesn’t sound any better.”

The Best Harmonica Players

“I don’t know what specific tubes Wells used,” Barrett answered, a little more annoyed this time. “But there are online sites with schematics of all the different permutations you can try but I don’t think any of them will help you sound like Jr. Wells.”

Barrett returned to the subject at hand. Before too long, “That Guy” stuck his hand up again.

“Someone told me that the best players like Walter Horton used to soak their harmonicas in vodka and that would change their tone. Could I…”

“Look,” Barrett finally interrupted, “Stop researching the Internet and stop fiddling with your equipment. You want to be the best? Stop buying crap and stop fiddling with your electronics. Instead, stick the harmonica in your mouth and blow!”

A few years after that my friend Soren came into a little windfall. With the money burning a hole in his pocket he went to his favorite golf store. He told the old man behind the counter that he had this gift money and wanted to spend it on golf. He couldn’t decide between new drivers, a titanium putter, or a new bag and shoes. The old man eyed him suspiciously for a minute and then asked what he wanted to accomplish.

“I want to be a better golfer.” Soren said proudly.

“You want to be the best? Put the money back in your pocket, go to the golf course and take some lessons.”

Last week I went to FootWorks and treated myself to the awesome new Garmin 620 running watch I’ve been lusting over. Besides telling time, distance, caloric consumption, and pace, it will also monitor my V02 intake, running cadence, ground contact time, and even my vertical oscillation (whatever the hell that means). It’s the best running watch out there. There’s only one problem. It doesn’t make me run any faster.

The Best Running Watch

Neither do the new SmartWool PhD light micro running socks I got. They’re the best — super comfortable, incredibly moisture-wicking, and have cool red and blue speed lines that make them look fast even when I’m standing still. Only trouble is that after I put them on I finished my run at the same speed as I did with my old cotton socks.

Even my brand new Adidas running shoes didn’t help. Yeah, they’ve got lightweight cushioning, firm heel cup support, and are the same shoes Meb Keflezighi wore when he won the New York Marathon. Hell, he won Boston in 2014 with a best time of 2:08:37, less than half my marathon pace. But even with Meb’s shoes on my feet I just don’t go any faster.

When I told the guy in the cycling store who was fitting my road bike that I was embarrassed it didn’t compare to the best 16 pound, $12,000 carbon fiber masterpieces he was used to working on, he looked up slowly and said, “It’s not the length of the spear, it’s the strength of the hunter.”

It’s not the rock star’s vintage Stratocaster, it’s not the ace’s tennis racket, it’s not the celebrity chef’s ceramic knife, it’s not the hotshot lawyer’s $8,000 Brioni suit, it’s not the starchitect’s CAD/Cam program, it’s not the super agent’s Jimmy Choos. It’s not the Pulitzer Prize winner’s SLR, it’s not the Emmy winner’s laptop, it’s not the successful marriage’s diamond ring, it’s not the happy child’s Christmas gift, and it sure as hell ain’t my running shoes. And it’s not yours, either.

But when you finally do figure out what it’s not you will also know exactly what it is.

Until then, click HERE.




Robin Williams, the Internet, and My Son Danny Changed the World.

28 responses.

Where were you when you heard Robin Williams was dead? Much like JFK’s assassination, Williams’ death has become one of those seminal moments that thumped people hard in the chest and made the earth stop spinning for a long tearful moment.

If that wasn’t enough, when the word got out that Robin Williams committed suicide the shock was even greater. Sure, we knew he had fought with drug and alcohol addiction, and it wasn’t news to anyone who’d watched him that Williams was wrestling with his own demons but still, how could a man who had everything — money, fame, worldwide adoration, healthy children, and even an Oscar for Pete’s sake — take his own life? All of a sudden, Williams became the Richard Corey of our age.

Whenever Richard Cory went down town,

We people on the pavement looked at him:

He was a gentleman from sole to crown,

Clean favored, and imperially slim.

And he was always quietly arrayed,

And he was always human when he talked;

But still he fluttered pulses when he said,

“Good-morning,” and he glittered when he walked.

And he was rich—yes, richer than a king—

And admirably schooled in every grace:

In fine, we thought that he was everything

To make us wish that we were in his place.

 

So on we worked, and waited for the light,

And went without the meat, and cursed the bread;

And Richard Cory, one calm summer night,

Went home and put a bullet through his head.

I read Edwin Arlington Robinson’s poem about Richard Corey in junior high school but never really understood it and I’ll bet you didn’t either. It wasn’t until I read Danny’s blog post about Robin Williams’ suicide that I understood a little bit more about Corey and Williams and my son.

Danny's blog about Robin WilliamsDanny wrote in part: “The death of Robin Williams affected me twice over. Not only had a childhood hero of mine passed away, but he had taken his own life. As someone who has been engaged in a lifelong struggle with depression, learning of his suicide crushed me more than I could’ve predicted.

Depression is a monster. It’s ugly, and relentless, and manipulative. It turns you against yourself, and transforms you into a weapon with which it attacks you. It feels like a mountain on your shoulders that only gets heavier. It doesn’t give up, and it doesn’t disappear. Sure, it may leave you alone for a while and with treatment may not ever come back as strong, but it never truly goes away. Depression isolates you from everything around you, makes you feel alone and hopeless. The worst part is the self-induced Stockholm syndrome that makes you feel as though everything you’re going through is completely justified, like you’ve done something to deserve it.  It’s an infinite loop of pain.

You can’t even begin to comprehend depression without experiencing it. It just doesn’t make sense. I can’t count the number of times someone has told me, “Just cheer up,” or “Get over it,” or “What do you really have to be so sad about?” While possibly well-intentioned, this kind of stuff only makes it worse, because you ask yourself, “Well if it’s that easy to just cheer up, what’s wrong with me that I’m not able do it?”

Danny’s post knocked the parental wind out of me, both literally and figuratively. Of course I knew my little boy was suffering, but I never understood the depth of his pain. I’m embarrassed to admit I probably still don’t despite my own personal struggles with episodic depression.

As of this posting, Danny’s blog has been read by thousands of people, shared 300+ times, and earned more than 1,000 ‘likes,’ and that’s only the metrics I can find. All comments have been empathetic, most have been insightful, and some have been revelatory. But the most consistent emotion is thanks from people who now understand a little of what they, or their loved ones, have been going through.

The value of the shock of Robin William’s suicide, Danny’s courage in revealing his own demons, and the viral distribution power of the Internet is that thousands of people have found a bit of the strength, compassion, understanding, or voice to make a positive step in the fight against depression.

Thank you Danny. I love you.

Please contact the National Suicide Prevention Hotline at 1-800-273-8255 if you or someone you know is considering committing suicide.




We Failed Robin Williams.

2 responses.

My brave and beautiful son Danny wrote this incredibly touching post-mortem for Robin Williams. To see the original post, click HERE.

Please contact the National Suicide Prevention Hotline at 1-800-273-8255 if you or someone you know is considering committing suicide.

What-Dreams-May-Come-robin-williams-26619597-1499-973Growing up, I idolized Robin Williams. The opening scene of Mrs. Doubtfire is still one of the best introductions in film, and I basically spent the entire age of three impersonating Genie. His comedy wasn’t just funny; it was empathetic. He made you feel as if he was right there with you, laughing along. This is why his death hurts more than most celebrity deaths, because he connected to his audience in a very intimate manner. The death of Robin Williams affected me twice over. Not only had a childhood hero of mine passed away, but he had taken his own life. As someone who has been engaged in a lifelong struggle with depression, learning of his suicide crushed me more than I could’ve predicted.

Depression is a monster. It’s ugly, and relentless, and manipulative. It turns you against yourself, and transforms you into a weapon with which it attacks you. It feels like a mountain on your shoulders that only gets heavier. It doesn’t give up, and it doesn’t disappear. Sure, it may leave you alone for a while and with treatment may not ever come back as strong, but it never truly goes away. Depression isolates you from everything around you, makes you feel alone and hopeless. The worst part is the self-induced Stockholm syndrome that makes you feel as though everything you’re going through is completely justified, like you’ve done something to deserve it.  It’s an infinite loop of pain.

In 2010, depression became the primary cause of disability in the world, according to the World Health Organization and there is roughly one successful suicide every 40 seconds. Even with such an obvious crisis at hand, we live in a society that stigmatizes depression, and mental illness in general. We shun those who are already shunning themselves. It made one of the most beloved and celebrated entertainers in the world feel like he was completely alone. There is a very real feeling of needing to hide your depression, from everyone else if possible. Most of the time, I actively avoid talking about it, even with people I know only have my best interest at heart. I almost didn’t write this, for fear of exposing myself.

I have no doubt that because of Robin Williams’ death, we’re on the verge of another national debate on mental illness. Every time there is a mass shooting, the conversation inevitably turns to mental health and what we can be doing to improve treatment of mental illnesses. Nothing is ever done, though. It’s too abstract and too easily hidden for most people to recognize and understand it. You can’t even begin to comprehend depression without experiencing it. It just doesn’t make sense. I can’t count the number of times someone has told me, “Just cheer up,” or “Get over it,”  or “What do you really have to be so sad about?” While possibly well-intentioned, this kind of stuff only makes it worse, because you ask yourself, “Well if it’s that easy to just cheer up, what’s wrong with me that I’m not able do it?” If someone decides to share their depression with you, take it seriously. Do not shrug it off. Do not tell them it’s just a passing phase. They are already isolated as it is, and have probably struggled with saying those words out loud for a long time. 80% of people that seek treatment for depression are treated successfully, and yet we discourage so many people from ever speaking up. It’s an absolute shame and a crime that we stigmatize people already at their lowest point.

It is said that the funniest people are often the saddest. We all knew how funny Robin Williams was. He was one of the best, and somehow, we still managed to fail him.

Robin William’s requiem reposted with permission from Danny Turkel @ TurkeyBrain.com. To see original or comment on Danny’s blog, click HERE.




What’s Your Tribal Signature?

9 responses.

Last week, Melissa Francis at FOX Business did a story on BuzzFeed’s review of fast food marketing. The site created a sliding scale format that compared the pictures of fast food presented in advertising with the actual items you’d be handed across the counter. Even though there’s a big disconnect between what you see and what you get, that didn’t stop advertisers from presenting idealized versions of their products.

Of course this is nothing new. For years advertising agencies have created compelling personas for their clients and their products to position them to be as compelling as possible to their customers. But even in the best of times this practice was only thought to be about 50% effective. As legendary retailer John Wanamaker said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

John Wanamaker's Tribal Signature

Despite all the advances the industry has made in the century since Wanamaker uttered those famous words, the situation has only gotten worse. Today many retailers and other marketers are finding that simply saying what their customers want to hear just doesn’t work anymore.

While the reason is uncomplicated, the causes are very complex. But simply put, we don’t decide who we are, the market does. In the old days (read pre-Internet) it was relatively easy to craft a brand personality that matched what the market wanted without having to worry that you’d be found out if your persona wasn’t consistent with your true identity. After all, consumers — even those who had been deceived and disappointed by products that didn’t deliver what they promised — had no effective way of reaching out and letting the world know how they were treated. But today the Internet and its ever-present suite of social media sites allow almost anyone to broadcast their occurrences, observations, and opinions to millions and millions of consumers regardless of geography or budgets.

If we agree that our brands need to be congruent with what the market says about us then we have to craft tribal signatures that are true to our authentic selves AND create authentic selves that are consistent with who we are and what we believe. That way the messages we broadcast and the experiences our customers enjoy are consistent with one another. This reinforcement of the authentic brand personality by the customer experience is where true brand value is built.

In those old days, many companies used to hire advertising agencies to fashion their brand positioning simply because they didn’t have the guts to be true to their own authentic selves. But as we’ve seen, that was before consumers carried web-enabled smartphones and had the ability to instantly share their experiences with the world. Today aggressive marketing companies cannot game the system simply because ubiquitous and instantaneous online accountability won’t stand for it.

Today’s marketers must make a bold declaration consistent with what they believe and who they really are and get serious about changing their behavior, policies, procedures, and teams to reinforce this powerful declaration. Otherwise they will continue to hide behind advertising because they want to shift responsibility and not be accountable.

In simple terms, today leadership equals marketing.

All of this brings up a question that we’ve all struggled with, both personally and professionally: “Who am I?” And while the Greeks asked this question as far back as the 10th century  – even inscribing it on the Temple of Apollo at Delphi (γνῶθι σεαυτόν) – most modern companies and business people do not know their answer.

The Temple of Apollo’s Tribal Signature

Unfortunately, not knowing what a person or company truly stands for does not stop marketers from generating an inaccurate racket. But activity does not necessarily result in productivity. Or as the warrior philosopher Sun-Tzu put it, “Tactics without strategy is the noise before defeat.”

Sun-Tsu’s Tribal Signature

Thanks to this, learning to uncover your authentic self and declare your genuine offer is the next logical step in monetizing your business opportunity, and often the one that successful businesses and professionals find most difficult to master. To learn more about how to solve this problem, click HERE. Because the ability to create and exploit your own Tribal Signature is the right way to respond to the ironically increasing opportunities in a world of seemingly diminished returns.




Corrections on Sexist Logo post.

No responses.

My post, “A Sexist Logo is Always Sexist. Except When it’s Not,” has generated a lot of responses. I agree with some and disagree with others but appreciate everyone’s outlook and input.

Unfortunately, the article I used for my research was inaccurate and part of the story I told was wrong (since corrected).

Don McEachearn, president and CEO of North Star Destination Strategies was kind enough to call me and correct the record and I’m doing the same here. I removed Enterprise Florida’s marketing hyperbole from the following paragraph but beyond that these are their words:

In 2012 North Star Destination Strategies conducted extensive research on behalf of Enterprise Florida, the public-private partnership focused on economic development, trade, and foreign direct investment in Florida… Creative, logo development, and design work for the effort was awarded to On Ideas, (in) Jacksonville…. North Star conducted extensive research …within Florida as well as nationally and internationally and reached (Enterprise’s) target audiences of entrepreneurs, higher education leaders, C-level executives and site selectors.

Simply put, Enterprise Florida is an economic development organization, not a city and the logo mark was designed by On Ideas, not North Star Destination Strategies.

Thank you, Don. I’m sorry I got some of the facts wrong.




A Sexist Logo is Always Sexist. Except When it’s not.

16 responses.

Last week we talked about what happens when critics judge new ideas too quickly and often risk sentencing great ideas to obscurity; in that case, Airbnb’s new logo that was compared to “certain female anatomy.” (Branding Gone Wrong) But what happens when the creative process is killed before great solutions can even be developed?

This is what apparently happened when North Star Destination Strategies, a Nashville-based tourism branding firm, was first hired by City of Clearwater, Florida staff and subsequently fired by Vice Mayor Doreen Hock-DiPolito (Read more HERE) because they created a sexist logo.

Negotiations were almost complete and North Star was about to be retained to create a brand identity for the community, when Hock-DiPolito learned about a branding job the company had done for a Florida economic organization.

Is this a sexist logo?“It’s very male-oriented and does a disservice to women who own businesses,” Hock-DiPolito said of the logo On Ideas in Jacksonville designed for Enterprise Florida after North Star completed their research. Specifically, the logo presented the word “Florida” in green except for the letter “i” that was depicted as a man’s necktie. Hock-DiPolito said she was concerned about the “company’s apparent sexist attitude toward women.”

To be fair, I don’t think the logo is very good to begin with. But whether or not you agree that the mark was a sexist logo, the bigger question is whether or not one participant’s opinion — in this case Hock-DiPolito’s — is an appropriate reason for the firm to be passed over. While it’s possible that the iconography does suggest a male business slant, it could just as easily be argued that in today’s business casual environment, a necktie simply represents a traditional or serious business attitude. And further, nobody involved has any idea whether or not the decision makers at Enterprise Florida asked for a logo with a necktie in it in the first place.

Is this a sexist logo?Look at this logo designed by Herb Lubalin for Families magazine in 1980. At the time it was created it presented a perfect representation of a family inside the word family itself. Thanks to its elegance, simplicity, strong messaging, and impeccable graphics, this mark is one of my favorites and a piece I return to whenever I need inspiration. But by today’s standards it would be pretty easy to argue that Lubalin’s Families masthead is a sexist logo and inappropriate simply because it shows a taller person (insensitively representing a male father), a shorter person (a possibly sexist view of a shorter female mother) and a single child (don’t get me started!).

So what does this logo say about families with same-sex parents?

How about childless families?

How about blended families with many more children?

How about same-height parents? How would this logo make them feel?

Of course I’m being sarcastic but the question remains – when do specific and picayune interpretations of symbolism become more important than the symbol itself? Looked at under this microscope, it’s doubtful that many accepted brand symbols could survive at all. Each one is a sexist logo.

Are these sexist logos?

Apple? Isn’t the once-bitten apple the symbol for original sin? Does that mean that religiously observant believers should buy their computers and smartphones elsewhere?

Chevy? Their bowtie logo is clearly a symbol of masculinity. Does Clearwater Vice Mayor Hock-DiPolito find Chevy’s mark unacceptable also?

Starbucks? The Lady Godiva mermaid woman is topless for Pete’s sake. Does that mean men aren’t welcome? How about mastectomy survivors?

Truly offensive logos such as The Washington Redskins’ have no place in today’s increasingly tolerant and democratic society. No matter how you try to defend it (and regardless of how long it’s been in use) the title “Redskin” is an offensive slur against Native Americans that must be changed.

But to neuter the power of symbolism, and the people who create those symbols, simply because someone doesn’t understand what the symbol represents is an egregious overreaction and sets a dangerous precedent for mediocrity.

After all, even Sigmund Freud agreed, “A cigar is sometimes just a cigar.”




Branding Gone Wrong.

32 responses.

Is Airbnb's new logo an example of branding gone wrong?

Airbnb, the online vacation rental service that now controls more hotel rooms than all of the major hotel companies combined, introduced a new logo last week. The response from the blogosphere and myriad branding experts” was immediate and negative.

Apparently, the responses were so bad that Fortune magazine titled their article on the fiasco, “Branding gone wrong: When bad logos strike back.” Besides Airbnb, the article also highlighted the criticism around new branding initiatives from Tropicana, Gap, JC Penny, and Starbucks – amongst their gallery of “branding gone wrong.” Of course, the title, and specifically the reference to “bad logos” clearly established the author’s own opinion and instantly moved the story from observational reporting to editorial commentary. Because regardless of whether the logos turn out to be successful examples of branding or not, and regardless of how the companies and their publics responded, being lumped under the title “…bad logos…” pretty much stops any reasonable conversation before it even begins.

According to the article, “Vacation rental service Airbnb unveiled a new logo last week that generated a wave of criticism for its design. Some likened it to a triangular paperclip or, even more crudely, to certain female anatomy. But the company still stands by the logo… ‘It’s a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations,’ Airbnb said on its blog. Well, maybe if you squint,” sniffed the author.

Unfortunately for both Airbnb and the readers of Fortune magazine, neither the reporter nor the public is actually qualified to decide whether the logo is good or not. Sure, immediate public outcry can put a lot of pressure on a company’s CEO and marketing department and can even cause its board to forgo the new branding initiatives and crawl back to the comfortable old, folding like a lawn chair under the onslaught of negativity. But just because the first responses are loud and critical doesn’t make them correct.

Steve Jobs said that “people don’t know what they want until you show it to them.” However, even Jobs left out the critical notion that some new things simply require time before people can see and accept their true value. The Eiffel Tower has become a major symbol of Paris’ successful branding. The practice of disparaging the new until it becomes accepted as breakthrough—and inevitably a beloved part of the status quo—is a common trope in the history of art and innovation. In 1889, the intelligentsia of France, including Guy de Maupassant, Alexander Dumas, Emile Zola, Charles Gounod, and Paul Verlaine signed a letter of protest that read in part, “We, the writers, painters, sculptors, architects and lovers of the beauty of Paris, do protest with all our vigor and all our indignation, in the name of French taste and endangered French art and history, against the useless and monstrous Eiffel Tower.”

A few years before that John Ruskin wrote of Beethoven’s music: “Beethoven always sounds to me like the upsettings of bags of nails, with here and there an also dropped hammer.”

And even Paul Cézanne, the post-impressionist master Picasso and Matisse both said was “the father of us all,” was disparaged in his day. In 1877, the artist showcased a collection of his paintings to so much criticism that he vowed to never exhibit his work again. Were the villagers protesting Frankenstein's brand? Many people are afraid of things they can’t yet understand but quick as a mob of angry villagers to light their torches and storm their metaphorical Frankenstein’s castle. Unfortunately, by the time cooler heads prevail it’s often too late to save the delicate and beautiful new idea trampled under the rioters’ hobnail boots.

I’m not predicting that Airbnb’s new logo, or any new branding idea that faces initial scorn, will ever prove to have the staying power of an Eiffel, a Beethoven, or a Cézanne. What I am suggesting is that if we judge too quickly we not only run the risk of killing ahead-of-their-time concepts that might otherwise prove to be masterpieces, but we also rob ourselves—and the world—of the potential power of a great new idea.




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