It’s full-on summer in the Northern Hemisphere and for many of us that means water sports, BBQs and savoring the vibrant blooms in our gardens. Ahhhh…
Meanwhile, back at the office, you’ve probably sat through more than one presentation about how to understand and attract different generational cohorts—especially Millennials, ostensibly a mammoth market. Yet it turns out this mania might actually be misguided.
As Gina Pell, founder of The What, declared: “the age of targeted media and products based on age is over.” In an article in Fast Company, Pell predicted that your obsession with Millennials won’t survive 2017. Say what?
Pell has coined a new term that she sees driving the emerging conversation: Perennials! Brilliant! We here at Spyglass think there is timely wisdom in her word(s)—and feel like we should send her some flowers!
So who are the Perennials?
“We are ever-blooming, relevant people of all ages who live in the present time, know what’s happening in the world, stay current with technology, and have friends of all ages. We get involved, stay curious, mentor others, and are passionate, compassionate, creative, confident, collaborative, global-minded risk takers who continue to push up against our growing edge and know how to hustle. We comprise an inclusive, enduring mind-set, not a divisive demographic.”
Think moms and daughters who go to the same yoga studio or your 70-something neighbor running into your 21 year-old son at the local brewery. You get the idea.
As you look beyond traditional lifecycle analyses and segmentation studies, start to take notice of the Perennials in your midst. You might even be one of them!
Social media buzz… Everybody wants it. And most every brand and business have advocates and ambassadors to try to get—and keep—the conversation flowing. Giving your peeps something to talk, blog and tweet about is key. And increasingly, live events and experiences seem to be fertile territory. A beautiful example of this strategy landed in our own backyard earlier this month when the Arizona-based boutique wellness brand Lotus Wei breezed into town for an event designed to inspire their growing tribe of 21k+ followers. We flitted by the Thunder Moon Flower Lounge to see what it was all about.
Here are some snapshots
Plant medicine is on the upswing— from herbal tinctures to botanical elixirs to therapeutic teas, we are increasingly seeking natural solutions to some of life’s most pernicious problems: stress, exhaustion and anxiety, to name a few. And during the summer months pernicious flying pests like mosquitoes and gnats can quickly sour an outdoor soirée or camping trip.
One of our favorite natural summer remedies is Superband ™, a DEET-free natural repellent with non-toxic oils that are safe to use for every individual – and pets! Spyglass recently attended a three-day all-outdoor conference in Jackson Hole and we can confirm the Superband was 100% super.
Numbers now prove what we have intuitively known all along: the design of your office matters – to the tune of increasing productivity up to 20%*. Whether it’s a larger architectural undertaking or as simple as some new paint and posters, bringing your brand to life in your office space affects how customers and prospects perceive your value, reminds employees to work with intent and can boost your bottom line. To wit, here are two examples of recent work helping our clients translate their brand values into their physical environments.
Walman HQ: Showcasing the Walman Advantage
Walman is the largest independent ophthalmic company is the US, and an impressive example of a successful ESOP. Because they are employee-owned, justifying a sizable spend on an office redesign was no small task. We worked with Walman to prove out the possibilities and the ROI that a remodel could bring to their business. The Walman Advantage is displayed for all to see the minute they cross the lease line, and employees have a renewed enthusiasm for the larger Walman brand purpose.
By opening the staircase and updating the lobby and meeting areas, Walman now looks like the leader that they are.
Photo credit: Rachel Stocker
Bold color captures their mantra for success
Foresight Associates is a boutique management consultancy that uses consumer data to help clients create growth scenarios and identify insights they can apply to their larger strategic initiatives. They have worked with some of the biggest names in B2C across a wide range of industries. With some paint and posters, Spyglass helped Foresight bring their brand ethos to life within their wonderfully quirky and historic office space.
Foresight Associates wanted to offer employees a daily reminder, and give clients a preview, of the key elements that drive their success.
Speaking of space… Everyone has heard it before. “More White Space!” is the “More Cowbell!” of web design. Everybody wants it, aspires to it and knows deep down that the old “less is more” is the new Zen of design. If you’ve been down this path already, you know it’s easier said than done. The urge to stuff 10-lbs of content into a 5-lb web page is hard to resist. But what exactly does “White Space” mean and why is it so powerful? And how do you make sure you have some? Here’s a quick overview.
If you put a new hire in an odd office space, what could possibly go wrong? Apple delivers the answer in this cinematic-quality salute to the little things we rely on in today’s super digital world, and reveals the importance of the juice that keeps them jumping. Also, this website is a great resource for creative inspiration. It’s one that we’ve mentioned before, but they’ve recently revamped the site in a thoroughly modern way. Poke around after you watch the video. It’s also a nice example of a good use of white space, if we do say so ourselves. Enjoy!
For the past two weeks, I have had the opportunity to intern at Spyglass for my Senior May Term project. A May Term is where graduating high school seniors have the ability to take control of their learning by doing community service or exploring a possible career path. Being at Spyglass has been a dream come true as I learned a lot – from sitting in on meetings for big projects, and using my very own Spyglass email!
Having never been to the office before, I was taken aback on my first day as I was greeted with a sea of orange (which I soon learned was the color of creativity). I walked around in awe the whole first week, as I continually discovered little surprises such as the disco ball, super hero posters, and creative surprises almost everywhere I looked. I was impressed at how the office seamlessly balanced a fun and professional work atmosphere. This was evident in not only the decor but within the interactions I had with the Spyglass team. They managed to get their work done and be absolutely hilarious at the exact same time. I’m still not exactly sure how some of them do it.
I had the chance to interview many of them about their careers, their time at Spyglass and their path to get here. The way they think about the world and the experiences they have had, have inspired me. They taught me to not be afraid of being an individual or starting something new. They taught me that I want to create, I don’t know how or what that means yet, but I know I’ll figure it out. As I start college this fall, I will look to them as my role models in this process.
Throughout my time at Spyglass, I realized that they have created their own Spyglass family. A family in which they make nachos to share at lunchtime, share inside jokes I can’t even begin to understand (although I did make some of my own during my time here), and in which they always have each other’s backs. This family even extends outside of the office to all of their clients, creating a dynamic that I was very proud to be a part of. Although my Spyglass internship has sadly come to an end, I will carry the lessons I have learned with me to my next adventure and hopefully I’ll even be back for more.
It’s not a new idea, but lifestyle branding is currently the cat’s meow. Meaning, it’s time to forget the business jargon and corporate lingo and start living alongside your customers—instead of in front of them. And it’s not just for B2C brands anymore. B2B brands are evolving from pragmatic to personable, and expressing something a little less tangible—a feeling that matches how people think and who they aspire to be.
Here’s a quick primer and a few short, sweet examples of brands that have connected with our collective consciousness by using lifestyle marketing principles.
If you happen to be the one at the meeting who suggests a video to support your next marketing or branding effort, there is now a way to prove you are the brightest person in the room. Videos are increasingly becoming the preferred consumer interaction on mobile and desktop at a record setting pace. There’s no question that the moving images and the sights and sounds that take you along for a ride pack more bang for the buck than most other mediums. Hands down, videos convert more prospects and capture more attention. Even the most complex offering can be made simple and engaging through the magic of motion and sound. Whether fast-paced infographic-inspired explanations, or animation and live action, there are plenty of approaches that work. And the results are impressive.
A bright bunch of people with deep pockets, good reasons and a sound methodology took a close look at the breakthrough brands of 2017 and why they are capturing customers at an unprecedented rate. This group interviewed thousands of people, went through a massive list by industry, category, and age to come up with their 10 best based on how they resonate with consumers – and how they sit side-by-side with Apple, Coca-Cola, Disney, and other mature brands, despite being mere babes in the woods.
Check out this short video and a few snappy synopses that explain how these brands are hitting a proverbial home run.