BrandEvolution WrapUp

On November 13th, Twelve Horses joined Stanley Hainsworth of Tether and Mike Bonifer of Game Changers at The Depot in Salt Lake City for BrandEvolution. Produced by QuarterHorse, this quarter day symposium was focused on how to translate and transform brands online. The event featured some surprising but fun interactive exercises that rely on improvisation techniques, and we also worked together as groups to build and present our own brands. Afterwards, we all engaged in some good old cocktails and conversation before exploring the restaurants and bars of SLC. It was a good time, and I think we all walked away with a new perspective on branding and online marketing. Stay tuned for the next QuarterHorse event!

Here is a little video of the event.

And some pics:

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Baja and Bust

baja Would you head down to Baja with two beautiful girls in a vintage VW van in the middle of the summer? Hell yes?

It is a long drive from Lake Tahoe to the southern tip of Baja, but the cost of gas and the time it takes are minor details when it comes to realizing a vision. There is a world to see, damn-it, and nothing is going to get in the way! Well, maybe except for a few wild horses, 18-year olds wielding machine guns at intermittent check points, and a spitter, sputtering VW van that would have looked better at a Grateful Dead concert, as opposed to whining down desert roads in the middle of nowhere.

And that’s just for starters.

Cruising

The trip started off rather well, actually. Not a care in the world as we made our way south past countless uncrowded surf spots and rugged landscape cut only by  the occasional dirt road, cacti forest, and ancient lava path. There are so many odd sights that oscillate between the unholy edge of the forgotten universe and the final frontier. Dilapidated structures, skeletons of expired cars, and people nonchalantly pushing refuse from open car doors is juxtaposed to the life of the sea, the escape of the open desert, and the fervent land that marks the southern end of the Sierra Nevada range.

Once we cut across the peninsula we slept in palapas, snorkeled from sea kayaks, and ate fresh seafood. All the while the Sea of Cortez shimmered bright blue against the backdrop of Jesuit palms and volcanic isles. It was satiating and well worth the many miles of driving. It was not until we turned to go home that things went awry.

Who Needs Money?

The first hint of disaster started with an invitation to go out in the boat with a stranger. He was fine, really, a good man, and we had fun water skiing and cruising about. But we left many of our possessions locked in the van while out on the water. Upon return, we discovered that our cash and valuables were gone, unwillingly donated to the local population. Packing our remaining belongings was bittersweet, but we shrugged it off and shelved it as a lesson learned.

Baja Beach Diet

The trip back was uneventful until minor grumbles turned to a painful roar. We were sick. Was it the fruit in the fish tacos, the ice in the margaritas? Either way, it was time to sequester ourselves in a hotel equipped with proper facilities until we weathered the storm. The next morning we were weak, but we climbed into the van once more. Moods lightened as we moved north and came closer and closer to the border. Then something strange happened.

Road Wars

A white Ford Explorer with California plates purposely moved past us and positioned itself directly in front of us. Next, a Honda pushed up and paired itself right alongside the other car. Then they began to slow. We respectfully moved into the left lane and tried to pass but neither car budged. After a while traffic built up, and the Honda innocently allowed the other cars to go on. We attempted to join them, but they quickly resumed their previous position and blocked us from passing.

It went on like this for some time until we eventually came across an exit and took it. We waited for a few minutes and then made our way back on the road. There they were waiting for us. They menacingly moved back into their positions in front. Frustration turned to fear.

Not long after we came to a toll. Fortunately, our line progressed faster, and we sped out in front of the two other cars. Despite our advance, the VW engine was no match, and the Ford and Honda quickly caught up to us to continue their harassment.

Finally, we slowed down to 20 in a 60mph zone and held fast. The two cars kept motioning us to come forward, wielding what looked like a flare or gun, but we stayed firm. Eventually they grew tired of our lack of engagement and sped off towards Tijuana, the city marking the border we were now craving with renewed intensity.

The Dividing Line

At the border the traffic often stacks up in long lines as officials check for illegal items and individuals. For whatever reason our line crept forward faster than the others. As if it had been scripted, our would-be assailants quickly came in to view in the adjoining line.

We told each other not to look over. Don’t engage them, we reasoned, and they will surely do the same. After all, there are border officials and countless people around. But it was not long after we passed them that trouble presented itself at the driver-side window.

I looked over and young girl was wrapping on the window saying, “you almost killed my friend…you almost killed my friend!” The window was roughly a third of the way down, so I purposefully rolled it up and tried to ignore her. Moments later a large figure filled the pane and began beating the glass with a stick and shouting in Spanish. He was joined by a smaller accomplice, and together they were an ominous threat. I motioned that I had no idea what they were saying.

The brutish fellow opted to hand the stick to his counterpart, and he reached back and effortlessly pushed his fist through the window. Shards of glass went everywhere. All I could think of was to get myself out of the seat belt. The problem, however, was that the latch was in the shadow of the fist-wielding man crusher and his stick-swinging sidekick. The girls were tugging upon me and screaming.

The Aftermath

As soon as it had started it was over. I was bleeding from various places due to the glass, as well as a sharp gash from the stick. That was about it though, and I felt fortunate it had not been worse. Police soon arrived, but the perpetrators had pushed their way out of traffic and sped away into the concealing streets of Tijuana. Filing a police report felt like the most futile thing I have ever done in my life.

We shook ourselves off, moved back into line, and made our way back into the States. I was sitting in the rear of the van collecting myself, running through scenes from Reservoir Dogs, when suddenly a loud pop shocked our already frayed nerves.

As the two assailants made their escape, one of them left a parting gift consisting of a small hole in the long horizontal window in the rear of the van. Caught up in the shock of random violence, we had not noticed the damage. When we got up to speed the inward wind pressure completed the job, and showered glass throughout the interior of the vehicle.

Baja

Baja Builds Character?

We earned our Baja badges: cardboard duct-taped to where the windows once were, a wild look in our eyes, and a very strong desire to get back home. Despite everything that happened, I am extremely happy it was not worse. Thoughts of the van’s engine bursting into flames, being caught by treacherous characters at an impromptu camp spot, or worse have all occupied my mind at one time or another. Something tells me that two girls in a VW van will not be the means in which I return to this unforgiving land.

Fishing Lesson

I’ve always loved this picture of my father, brother, and me ambling upstream on the East Fork of the Chattooga River. Since the early 80’s it has sat steadfast upon my Dad’s bureau, and only until now have I been able to obtain a digital image of it.

Having recently become a new father, this picture offers renewed significance. Like fly fishing, parenting requires patience and timing, keen observation, and trial and error. And whether or not the right balance is achieved, there is inevitably some form of personal discovery and reward.

Fishing_Lesson

Interview with Improvisation Master – Mike Bonifer

A while back you might recall a blog post I did on improvisation for business training with Mike Bonifer. The entire Twelve Horses organization had the opportunity to take part in some very informative and thought provoking workshops, scheduled over the course of several weeks, which were designed to push us outside of our comfort zones and approach business strategy and brainstorming in a different way. I think I can speak for everyone that participated when I say, we walked away energized and enlightened.

This Thursday Mike will join Stanley Hainsworth on stage at The Depot in downtown Salt Lake City for a branding symposium focused on how to translate and transform brands online. If you are wondering whether you’ll enjoy it, I can promise you that it will be like a conference, but thankfully not a conference.

Building up to the event, Mike took some time to talk with the UtahPulse about some of what you might expect from attending. Here is the interview in its entirety, but you might prefer to listen to the podcast recording on their website.

Brand Evolution: Mike Bonifer

MikeBonifer Any good businessperson should be able to improvise. The best improvisers are good listeners. So says Mike Bonifer, author of Game Changers and co-founder of a company by the same name. “I think it all begins with an understanding that we are brands who perform for the marketplace. Everyone has a vested interest in listening.”

Bonifer says the immediacy of today’s business environment, with blogs, microblogs and social networking, makes being able to improvise important. “Let’s just contrast it with scripting. Scripted behaviors are, by their very nature, about something you want to happen, and it’s almost like you envision it and you write about it after the fact. Stories and the narrative form are designed to chronicle something that’s already happened. So, you’re imagining that something has already happened, and then you go out with the script and try to make it come true.”

Bonifer says that game plan worked when the communication channels available were limited, but no more. “With things happening so quickly today, there is no time to script for every scenario, and by the time you’ve scripted to accommodate a certain scenario, that scenario has already evolved and changed. The script is no longer applicable. What do you do? You improvise your narrative, and improvisation is the discipline that lets you do that in a way that makes it not just random and ad-hoc, but disciplined and focused.”

If you want an example of businesses that are well suited for an improvisational environment, Bonifer says you need look no farther than Silicon Valley. “I think they understand that there is no dishonor is failure, and there is a tremendous amount of learning that comes with it. That’s why you see venture capitalists step up to the plate repeatedly with people that tried to launch an application or product and have failed, but there’s been a lot of learning and there’s been progress through the effort.”

Contrast the nimbleness of Silicon Valley with companies that are rooted in the industrial age. Bonifer says all companies are discovering the need to be more agile and more improvisational. “On one end you have silicon valley and the technology and media companies that are constantly renewing their relationship with the marketplace. On the other hand you have companies that have been selling the same product since the turn of the century and don’t see a real reason to rock the boat, or don’t see it until it’s too late.”

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Interview with Stanley Hainsworth on UtahPulse.com

On Thursday, November 13th our CEO, David LaPlante will be speaking with Stanley Hainsworth and Mike Bonifer at BrandEvolution, a quarter-day symposium focused on how to translate and transform brands online. The event is being held in downtown Salt Lake City at The Depot. You can register here. 

Stanley was recently interviewed by UtahPulse.com about his experience working with brands like Starbucks, Nike and Lego, as well as his new direction running his own company, Tether Inc. Here is the text interview (below) in its entirety, and you can listen to the podcast interview here at UtahPulse.com.

Also, if you are interested in following the speakers on Twitter or joining up with them on LinkedIn, you may do so here.

Koshtra Tolle/Getty Images for Advertising Age He’s overseen all of the creative aspects of Starbucks Coffee. He helped make Nike a global brand. Stanley Hainsworth, who now is the Chief Creative Officer of his own agency, Tether, says he likes to use branding to tell the story of a product. “What I love to do is be a storyteller. Looking at the brand and figuring out what the story is and figuring out from there what’s the best medium for telling that story, whether it’s a new product, a retail experience or a digital experience online, and not being constricted by any preconceptions or mediums.”

Hainsworth will bring that know-how to Brand Evolution 2008. The seminar, sponsored by Twelve Horses, aims to help businesses transform their brands to connect with customers both on and offline.

When working to tell a brand’s story, Hainsworth likes to think of the brand as a person. “The way that you wear your hair, the way that you talk, the way you act, that all defines the way that people think about you. A brand is no different. A brand is perceived in the way it communicates, and the way it looks and the way customers respond to it.”

Taking those human qualities, and using them to create a memorable experience is what it’s all about for Hainsworth. “One of my favorite projects at Nike was a shoe called Presto. It came in 17 different color combinations, it was very iconic and a beautiful shoe. We decided to do something non traditional and rented an art gallery in New York City and put the shoes on the wall and called them art. There was no branding anywhere, we put posters up around town for the “art opening,” invited art critics to the opening. We got huge press and when they shoes went on sale the next month, they sold out everywhere.”

Hainsworth says the way that designers work with products has changed radically with the increasing relevance of online marketing. “No longer are there strictly these graphic designers, or web designers or environmental designers. It’s getting mixed up and it’s really exciting. These designers are able to work in these multiple mediums.”

With millions of blogs, and websites and other online destinations, it’s hard to break through the clutter to tell a story. Hainsworth says it’s a challenge, but not impossible. “I look at everything with the arc of a story and I look at it with the viewers eyes. Whether it’s a play that you’re watching or a piece of music that you’re listening to or a piece of design that you’re looking, it all has a story. It affects is a lot, and I tend to juxtapose a lot of unexpected things together and see what will happen, where it will take me to keep it fresh and not rehash things that have been done before.”

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The intersection of business and lifestyle. Robert Payne | Seattle, Washington