No one ever looks forward to Mondays. The tinge of post-weekend depression mixed with looming meetings and emails make Monday as appealing as a thumbtack toilet seat. In my case, the one thing I do look forward to (and the only thing between my body and the nearest horizontal surface) is a very large coffee in my favorite cup.

On this particularly dreary Monday, I was instagramming my cute coffee mug and thinking to myself how many mornings were owed to my trusty office companion. Mid-post, while thinking of a fitting hashtag, #muglymonday was born. I mean, there were already 17 other cups of coffee on my feed this morning, so I might as well be the first to slap a name on it and make it a “thing,” right? Dreams of a wildly successful hashtag filled my mind, and all of a sudden, I was bouncing around my office making my colleagues take a photo of their favorite cup. Here’s SpyTeam member Laura (the only camera-ready person today) with her Monday mug:




Do you have a favorite coffee or tea mug? Does it help you go from raging, sleepy bull to sweet, smiling lamb in time for your first Monday meeting? Sound off in the comments below or hashtag #muglymonday via Instagram or Twitter! We’ll post mugs from across the globe every Monday. And who knows? It could become the next cats wearing tights.

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Carpe Blogem

“The best ideas come as jokes. Make your thinking as funny as possible.”
– David Ogilvy

I know what you’re thinking. Easier said than done – especially if you’ve read virtually any other business blog. You know it’s true. Most business brilliance being foisted online is boring and more regurgitated than breakfast for 10 from a mother Blue-Footed Booby. That’s a bird listed early in a Wikipedia article about regurgitation.

Being original isn’t easy. Let alone interesting. A blog about business, even a business as fast-paced, smart, sassy and sexy as the world of advertising, gets boring fast. You’re probably ready to quit reading this now. Hang on. All I’m saying is, making this blog worth a damn and not the typical advertising blog like the one’s you’ll find on (list omitted to protect almost everyone) will take a lot of Google linking, clever cookies—and a heck of lot more than a few cans of Coke, a couple bags of Doritos or shots of Patron. It’s going to take clever content and some damn good insights that you have yet to come across. Mind-blowing stuff. Revolutionary ideas. Einstein, rocket science, South Park, New England Journal of Medicine type of thing. Breakthroughs and solid thinking. Stuff that anyone who pulls their pants on one leg at a time and makes other people fabulously successful would think of on topics like branding and creative, social media and mobile, customer engagement, B2B, digital marketing. Anyway. Trust me. We’re working on it. We think we know a guy. Great sense of humor. But kind of a loose cannon.


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IVEY Awards 2013

Spyglass developed the big idea for the 2013 IVEY Awards.
Article from the Pioneer Press on the IVEY campaign kick-off

We’re encouraging everyone to get their superhero on for Minnesota theater’s most prestigious red carpet evening, September 23 at the Historic State Theater.

We’ll be there. Will you?

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Six Essential Tips for Online Events That Boost Your Brand

Company meetings and events are taking place online more than ever. And why not? They’re a smart way to rally the troops when face-to-face meetings aren’t an option. Whether it’s a small group or a super symposium with 800+ attendees, you need a plan if you want to get your message across and understood. Using my experience hosting virtual events around the world, here are my top six tips for hosting an online meeting that puts butts in the seats and eyes on the prize.

Think-through the tenor and tone. First and foremost, strategize how to get attendees engaged with the event. How are you going to keep their attention? What’s the theme? How can you make it interactive? And, even if it’s a serious topic, how can you use a little humor or personality? It doesn’t have to be overly clever, but it needs to make a connection with your audience and give them not just a reason to attend, but a reason to WANT to attend.

Create an invite communication plan. Nothing too fancy, but it needs to be done. One invitation is not enough. A “Save-the-Date” is the perfect opportunity to set the tone and pique interest; and then send a second invitation that contains more meeting info and what’s in it for them and why they should care. Then, plan on a date for the final reminder (I like to use virtual hosts, film clips or animation because they are fun and can have personality). Sending a “day-of-the-meeting” missive is also a good idea.

Let your host do the most.  The presenter needs to be onscreen at all times in some way—even if it’s in the corner of screen. If you are serious about getting a message across, it’s the best way to keep your audience engaged and all eyes on screen—and away from buzzing smartphone emails and alerts. Also consider using that “virtual host” for introductions and segues from speaker to speaker or topic to topic. It might sound weird, but it works. Using things like iPhone’s Siri or text-to-speech software to augment your presentation and cue specific “chapters” can really help.

Know thy virtual event technology platform. The quickest way to send a virtual event south in a hurry is technical difficulties right off the bat. Prep a little. Talk to your online event host to see which file formats work best and won’t interfere with pace or continuity. Do a dry run. Understand and overcome technical difficulties before they happen.

Don’t let them walk away without an action in mind. You need to think how you want the event to affect attendees IMMEDIATELY and what actionable idea they should leave with. What should they do or how should they think differently when they log out of the meeting and “get back to their desk”? What’s their role in making the vision you’ve presented come to life?

Follow up. Conduct a quick survey for immediate feedback. Then post video of the event and send an email to tell attendees where to find it. Keep polishing your presentation protocol and keep the communication going. You’ll be a pro in no time. And keep the momentum going!


Molly Rice is the co-founder and CEO of Minneapolis-based brand consulting firm Spyglass Creative. Rice and the Spyglass team work with companies who need to redefine, reposition or relaunch themselves in the marketplace. The agency’s proven process allows it to assess, develop and deliver a brand strategy and full complement of brand-building tools quickly, effectively and affordably.

Read the entire article on Minnesota Meetings + Events, and check out the video from the 2012 Spyglass holiday party.

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The “God Particle”

Why your office needs to be more like a Large Hadron Super Collider

By now you’ve heard that physicists have all but proven that the “God particle” exists. It was found in the Large Hadron Super Collider, a massive atom smasher on the Swiss-French border where they’re trying to understand the creation of the universe, which occurred in a massive explosion known as the Big Bang.

Apparently the “God Particle” acts like molasses. When other tiny basic building blocks pass through it, they stick together, slow down and form atoms that give the universe size and shape. So, it’s kind of a big deal. And it took the world’s largest atom smasher to reveal the particle. Which is weird. You’d think in order to find an infinitesimal invisible object you’d want a smaller room. But 2,000 trillion subatomic particle collisions later, there you have it. Boom: The God Particle.

With Best Buy phasing out telecommuting for its corporate workers, hot on the heels of Yahoo! CEO Marissa Mayer demanding workers put in hours at the office, it got me thinking about what we do to make our universe at Spyglass stick together. And it is our space—big, open, collaborative and conducive to smashing ideas together to reveal even better ones. Comfortable couches, beers in the fridge on Fridays, good lighting, open work spaces and floor plan. In other words, it’s a pretty nice place to be. Creating the right space is so important because if your people are going to be there, you need to make the most of their time together – not just shove them in some cube or office with a door. Get them together. Bounce ideas. Build rapport. Interact.

Don’t get me wrong. Telecommuting and tele-presence have their place. In our own business we’re out of the office a lot. Meetings, photo shoots, travel, networking events. And working remotely is always in the mix, as is freely coming and going from the office – a change in scenery is always good for inspiration. But nothing replaces being live and in-person when it comes to getting things done, finding consensus and sharing sparks of insight at the drop of a hat.

Understanding the need for the right office space and a getting-things-done working rapport is kind of like gravity and Isaac Newton’s discovery. It’s there all the time, whether you explain it or not. The trick is to identify how to make it work so that your people want to be there and will make the most of the time they spend together. Because, unlike the universe, your deadlines aren’t expanding. Time is tight. You need to make it matter by creating the right space for discovery.

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Six ways to rally your company during a rebrand (and how your agency can help)

Marketers know a rebrand is more than a shiny new logo or ad campaign. It requires a compelling vision (including your positioning) that can be understood and articulated by all—starting with your company’s leadership and employees.

Whatever the reason for the rebrand—entering a new market, targeting a new audience—your agency should help you sell the rebrand inside your company’s walls. Your most potent brand advocates are your colleagues. After all, if they haven’t bought into the rebrand and the philosophy behind it, why in the world would anyone else?

Having helped hundreds of companies go through the branding and rebranding processes, I have identified six steps to making sure your company is ready from the inside out.

To learn more about the 6 steps read the article at Marketing Profs

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4 steps to avoid brand decay

Updating your brand doesn’t have to be a daunting process. Here are the steps to make sure your brand is fresh, focused, and poised for the future.

You change your car’s oil every 3,000 miles, see your doctor every year, and visit the dentist every six months. But when was the last time you brought your brand in for a tune-up?

Taking your brand off the shelf, dusting it off, and giving it a buff and polish every five years is ideal. And 10 years is the bare minimum. Whether it’s front-and-center or simmering in the background, your business has experienced change over the last decade. Sometimes it’s a massive shift, like surviving a merger or acquisition or entering a new market, and sometimes it’s more subtle — achieving incremental growth or reacting to ongoing turmoil in your industry. Regardless, if you haven’t taken a hard look at your brand since George W. Bush was sworn into office, it’s time.

Updating your brand doesn’t have to be a daunting process. These four tips make it easy to give your brand a tune-up that’ll keep it running smoothly:

Find out the 4 tips at iMedia

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Step one to smart marketing: Write your ‘brand map’


FOR SMALL-BUSINESS OWNERS, figuring out how to differentiate your company is likely one of many tasks on your to-do list. But it’s a crucial one.

It can be harder than it seems. Often, owners are too close to their companies, which can make it daunting to approach their business from their customers’ point of view. Think about it: How many total people hours have you and your team spent talking about your brand and marketing over the past year in various meetings? Now multiply that by the average hourly value of your time.

When we have our clients do this exercise, the average of what they have spent talking about this with little or no real output is $75,000 in one calendar year. That’s time and money that could be better spent elsewhere, actually getting results.

So, how do you stand out from the crowd without wasting money and time? I can tell you from working with more than 140 companies during the past decade, it doesn’t take a million bucks and endless months to get your story straight and out into the marketplace. It simply takes the right approach.

‘Because we have to’
As a branding agency, we often receive inquiries from business owners asking us to redesign their website, update their sales materials, create a logo or develop an ad. These are all valid tactics—but only if they are working in concert to help you accomplish your strategic business goals. Many business owners initially tell us they spend money on branding or marketing “because we have to,” and then they’re often frustrated or disappointed with the results.

There’s an underlying culprit at work here: many companies have yet to uncover a simple and compelling way to express who they are, what they do and why someone should do business with them.

So what’s the secret to being happy with your marketing because it’s having a positive impact on your bottom line? I recommend following four proven steps we use to get the job done in a timely manner and at a cost that won’t give you sticker shock.

1. Define your space. 
A good marketing foundation starts with a one-pager that we call a brand map. It clearly states who you want to be (not your mission, but your vision for your company), and includes: the single and precise reason why people should do business with you; who you want to do business with and the key messages that will resonate with those people; where and how you fit into the competitive landscape; what position you need to take in order to differentiate yourself; and, last but not least, what you want people to think, feel and say after they have done business with you.

2. Bring your story to life. 
Once you have internal alignment and agreement on your brand map, it’s time to bring your story to life. We recommend developing three strategically on point and differentiated marketing concepts that bring the story (based on the brand map) to life in a powerful, proprietary and compelling way.

How do you know which concept is the right one? Ask yourself questions such as: Will this position resonate with my customers? Does it address a very specific customer need or want? Will it give us a competitive advantage? Is it believable? Is it doable?

If you hit a wall or if you’re working with other partners or investors who have differing opinions, simply return to the brand map for guidance and validation. Above all, always remember: Your marketing approach is not about you; it’s about connecting with your customer.

3. Get your story ready for market. 
Congratulations – you’re off and running. You’ve chosen the concept that best brings your story to life and represents what makes you different.

Now, take a look at all of your customer touch points, and ensure they’re in alignment with and ready to support your new story. Check out your customer space, whether it’s an office, warehouse, retail space or other location; review your sales and service processes for enhancements—even simple things like how you answer the phone can have a major impact on what your customers think of you.

We recently helped a professional group of board-certified emergency physicians in the Twin Cities brand and launch their new retail medical concept, The Urgency Room. To help ensure the UR delivered on its promise of being “The Fast, Affordable ER ue along with the estimated wait time.

And the bottom line is benefiting: The first Urgency Room opened last fall and is currently tracking at 350 percent ahead of goal. The takeaway: Defining and delivering a positive, consistent customer experience at every turn is essential to success.

4. Spread the word.  
Even the best strategic approach needs a boost of support to get some traction. Work with your internal and external resources to make sure your brand is introduced flawlessly within time and budget constraints while successfully accommodating the changes inherent in any marketing program.

And don’t forget your employees. Even if you only have a handful of staff, it’s really important for them to be included in the communication process, at least at some level. That way, they’ll be energized and engaged in the new story – and help you tell it in a consistent way.

Now is your opportunity to tell the world about your company and build your brand through channels that may include advertising, public relations, pay-per-click, targeted marketing, special events or social networking.

If you keep your eye on your business objectives alongside your brand map as you continue to tell your story, you’ll save time, money and maybe even smile when you sign those checks for your marketing investment.

Read the article on Upsize

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Corporate holiday gifts: Ringing in the season with memorable gifts.


Unique, well-planned corporate holiday gifts may be a budget item from Christmases Past for most companies during a recession. But some marketing-savvy Minnesota firms are still marking the holidays with special gifts that make a lasting impression.


Touched By Angels
Every year since 1958, Campbell Mithun has given a commissioned, artist-crafted angel statue to clients, employees and agency friends. Last year, the agency distributed more than 800.

The angels have made their mark. In his company blog, Campbell Mithun CEO Steve Wehrenberg last year recalled: “For the first three and one-half decades, we sent our angels mostly to clients. In 1985 or so, I remember my client, a junior product manager at Land O’Lakes, pointing out half a dozen or more in our lobby display case that his domineering dad, one of our top Pillsbury clients at the time, brought into their family’s home. Apparently our angels mellowed one of Minneapolis’ most feared marketing men of that time.”

Campbell Mithun’s 2011 holiday angel was an important assignment, says Kristine Olson, director of corporate communications for the agency. “As a creative agency built with digital as its core, Campbell Mithun wanted its 2011 holiday angel to celebrate the coming together of art and science—to reflect the agency, the industry and simply to demonstrate how art and science work together to create an object of inspiration and beauty,” she says.

To that end, this year’s angel started as a pencil sketch, evolved into a digital state thanks to the skills of industrial designer Charlie Wood, and was born using technologies such as 3D printing to prototype the final product. It’s also a demonstration of collaboration, says Olson, where an idea is born through a partnership of creative thinking with a story at the center.


Making Spirits Bright

SPYGLASS CREATIVE Holiday Party 2011 from YATTA! on Vimeo.

While most companies have scaled back or eliminated holiday parties, Spyglass Creative believes hosting a big bash is the ultimate holiday gift to share. Last year, the firm celebrated its 10th annual holiday party with over-the-top treats for all the senses including exotic animals such as llamas and tigers, stilt walkers, orange boas, hip-hop dancers, DJs, wearable party favors and an eye-popping interactive multi-media display. It’s a packed party each year, with clients flying in from L.A., Aspen, Dallas, Paris and beyond.

“This annual gratis get-together is our way of sharing our gratitude for the support from our clients, business partners and associates,” says CEO Molly Rice. “The truth is, in recent years our party has been one of the few holiday bright spots for many, as the business soiree has gone the way of the wooly mammoth.”

It makes good business sense, too: “As a branding agency, it’s a gift that has a welcome upside—our clients talk about it for months afterwards, tag and share photos from the party on Facebook, and capitalize on networking opportunities,” Rice says.

Each year, guests leave with a parting gift of event memorabilia tied to the theme. Past gifts include psychedelic wonder glasses, personalized cocktail shakers, glowing bouncing balls, disco ball ornaments and special edition T-shirts. This year, Cirque du Spyglass is the theme, and Spyglass aims to live up to the challenge.


Made In Minnesota
For companies of all types, giving a Minnesota-made gift is a simple but time-honored corporate holiday strategy. Among the myriad of options:

• Mark this year’s jubilant re-opening of a Minnesota classic, Faribault Woolen Mill (born in 1865 on the banks of the Cannon River in Faribault), with a corporate gift of blanket, throw or accessory.faribaultmill.com

• Celebrate Duluth Pack’s 100th year in its Duluth factory with a gift of a bag for business or leisure.duluthpack.com. For another well-loved Minnesota-based bag option especially for women: Check out the variety at Urban Junket (photo), founded in 2005 by Tracy Dyer, a former Best Buy marketing executive and road warrior who clearly knows how to merge fashion and function in a range of bags.urbanjunket.com

• A Minnesota agricultural gift is a smart choice for many. Thanks to U of M research in developing cold-hardy grapes, Minnesota’s wine industry has grown from three wineries in 1997 to more than 37 wineries today, and many are producing award-winning wines suitable for holiday gift-giving.mngrapegrowers.com. Or, this year’s bumper crop of Minnesota apples yields abundant possibilities, since Honeycrisp can keep well into January with proper storage. Contact a local orchard:minnesotagrown.com.

• Minnesota-based Tastefully Simple’s “Sweet Appreciation” gift ($49.95), has been a hit with firms such as LaBreche to give “because our clients could put the food in the break room and share it with everyone,” says Laura Boyd, LaBreche president. “ Plus, the gift had a nice tote for someone to keep for filing or storing things. One of our clients even raffled the tote to their employees.” tastefullysimple.com

• Susan Albrecht, Macy’s corporate sales, recommends a Macy’s “Made in Minnesota Merry Basket”($100), which includes Sturdiwheat Pancake Mix, Pop Crickle Cherry Pecan; a selection of Christmas Point soups and wild rice; and Golden Fig specialty foods.

Read the article on Minnesota Business

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