It was like Brand Camp: Dayton, Ohio. It rained, but mostly because of severe brainstorms...
Dayton, Ohio -- Ink Stain -- was invited to brainSTORM (a
definite precursor to RAINmaking, for sure) with DESIGN and IMAGE and BRAND
JUICE of Denver, in a think tank with (insert major hair care brand) brand
managers in Ohio, in a brand complex, an ideation birthplace for the heart and
soul of new product ideas. My task was to help bring to life a new and secret
hair product -- most likely because of my very own, well-known, goddess-like
hair doos. (Ha, not the first major brand to ask for all of my beauty secrets).
What a fun place to build a brand, like a multi-colored
brand gymnasium:
Brand savvy stalwarts dashed about consulting props and paperwork, then sequestered themselves in mini-think tanks, as they shot out ideas in a rain of brainstorm bullets. We did brand curls, and brand sit-ups and brand crunches, and brand yoga.
Amazingly, the entire facility is just for thinking stuff up
for the benefit of imminent, burgeoning, flowering, emerging brands.
It was like walking around a massive romper room for product breakthroughs - and a bit like a real play-house too, with massive tricycles to ride around on and mini basket ball hoopla, and props and art supplies...and when the lunch whistle blew, a massive brand buffet was wheeled in.
This is what BRAND CAMP is like, I thought.
Except, of course, there was that one brand interrogation
room...where you make the emerging brand sweat, crack the case, make it talk, ask
it every relevant question about where it was last seen and who it was with...then
it spills its guts, rolls over, and is an accomplice to a major identity and
sales path breakthrough.
- And yeah, we got an extra day in Dayton. (A tip for the wise: winter flights out of Chicago, highly, highly, unpredictable, connecting flights are a 50/50 chance)
But we had a lot of fun anyways, thanks to a brand crew that
knows having a good laugh is part of the brand.
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