New and Improved? What About the Original?

Today while watching TV one of my favorite 80s bands "Journey" was performing. Without looking up from my laptop I listened happily and enjoyed the familiar tune of "Separate Ways". Near the end of the song I glanced up to watch and to my surprise it wasn't Steve Perry singing of troubled times but a 20 something Fillipino guy named Arnel. Now don't get me wrong Arnel - you sounded great - dead on. But you're no Steve Perry. How could this happen? When did this happen? I gotta level with you - I am devastated. Steve Perry shaped my youth. I'm not sure I can continue to listen to Journey (ah - who am I kidding).

After some overly extensive research it turns out Arnel is Journey's 6th singer and Mr. Perry hasn't belted out a power ballad with the band since '96. Journey felt they needed a new hook. Oh - sure - let's blame bad branding and their marketing team. People - please. Did we learn nothing from New Coke?

At Curve we often find our clients struggling to find a new hook. But re-inventing yourself isn't always a good idea. Evolving your image while holding on to your core truths is what makes great branding. Sometimes re-inventing that core will anger your most loyal fans. (Just ask Tom about Froot Loops™ ~ apparently they added blueberry loops in the 80s and he's been upset ever since)

So how does a brand stay current and buzz-worthy while holding on to their Steve Perry? Consult with an agency that knows how, like maybe Curve. We can help.

Don't stop believin'

Blog 'em if you've got 'em

Best quote ever:

"a personal blog shouldn't be work, it should be a passion"

Set Your Search Engine Ranking aTwitter

Twitter is the next big thing -- but most companies don't know how to take advantage of it.

First things first. What the hell is Twitter? This quick video describes it well in plain English:

Yippie. Why should I care?

Because Twitter users are early adopters and influencers. They blog. They recommend new sites. They download new applications. And they love to try new products. If you're a fan of The Tipping Point you understand the benefit of having the mavens enamored with your brand.

Don't take my word for it. Take a gander at this research. Twitter users are cool hunters, opinion leaders. They hunger for what's now, what's new and what's next.

The other big reason? Google loves fresh content. Fresh content leads to higher search engine results. There isn't much fresher than what you're doing right now. We integrate our twitter content into the pages of our web site.

Need some help making Twitter work for your brand and your search engine optimization strategy? I just happen to read about a cool little advertising, marketing and design firm in Pontiac on Twitter the other day...

Interesting or Intimidating?

Not too long ago, I was flipping through Amy's awesome book of fun facts when I came across a fascinating little factoid, the origin of the word "deadline":

"It began as a real line, drawn in the dirt or marked by a fence or rail, restricting prisoners in Civil War camps. They were warned, 'If you cross this line, you're dead.' To make sure this important boundary was not overlooked, guards and prisoners soon were calling it by its own bluntly descriptive name, the dead line".

It's still questionable if it really was that interesting of a find or if I just liked it because I could threaten our creative team with my new found knowledge on how to take care of overdue deadlines. But this got me thinking...if only there was a way to make deadlines as intimidating as they used to actually be. Sure, I could take away Tom's mid-afternoon beverage or stop Charlie from craving meat or even keep Kristin from watching Lost but I just don't think it will be as effective.

Someday I'll figure it all out but for now, I've got them right where I want them...scared of me! =-)

The M Word

I want to talk about the M-word. The M-word is ever-evolving and changing the way we interact. The M-word can render us breathless, make us cover our ears and shut our eyes or shriek like Amy at a Poison concert.

The M-word is of course Multimedia.

Multimedia can be many things: Flash, video, photos, audio, web and gaming are a few of multimedia's faces. I am as excited as Sophie is over an unwatched bagel, with the lengths industry has reached in the areas of multimedia; however, balance needs to occur in all things -- life, love and of course, design.

"It's not what you look at that matters, it's what you see."
- Henry David Thoreau

Lest we forget, the importance of the bottom line. Does it work? Do we need it? In today's world of constant eye-grabbing garbage, what do you actually remember seeing? Reading? Using?

I am not trying to discourage the use of new media and all of its added greatness. I love when Charlie sends me links to entertaining tidbits floating around cyber space. I am simply concerned with our need to be responsible and sensitive in the selection of media we use to promote and the quality of its resounding message. When used in the right proportions, and for the right reasons, media can be a wonderfully powerful asset.

Balance, it seems, is not so easy to find.

Here are some links I feel do a great job in the multimedia balancing act:

Sound: http://www.turquoise.com.sg/t

Flash: http://www.monolab.cl

Video: http://www.idecorabili.com/

HEY CANON, SCAN THIS!!!

Oh my life has been a happy one since the debut of Mac OS 10.5.1 Leopard, with your mesmerizing cover flow and flashy time machine...but HELP! My trusty scanner doesn't work!!!

With a pile of design annuals on my desk waiting to be scanned and little stickie tabs mocking me, I don't know what to do. I call CANON hoping for a little glimmer of hope for my predicament. The response I get is that even though I have a perfectly functioning piece of equipment on my desk, they have decided that they are no longer going to support this product with new drivers for Mac OS Leopard because "We (CANON) cannot continue to support EVERY product we make."

B*%# S@%& I say! My scanner is only five years old, and it worked great two weeks ago! Now they did graciously (note the sarcasm) offer to give me a discount on a new scanner for a limited time only. Now what the heck am I supposed to do with my old one!? I know I will recycle it or donate it because I am environmentally concious and I care, but what about the 1000's of other people in my situation that don't think about the environment? Well thanks to CANON 1,000's of pounds of perfectly operable unnecessary electronic waste will eventually make it's way into our landfills.

In this electronics driven culture one of the biggest problems we have nowadays is e-waste, and that is from people that are consciously choosing to buy new products. So imagine how frustrating it is for me as a consumer to be told that I can't use a perfectly good piece of machinery because the company wants to force people to buy a new scanner, as well as pollute the environment with potentially hazardous chemicals and materials at the same time. Call me crazy but I would like to be the one to opt to buy a new scanner because technology has gotten better or because my old one isn't doing it's job anymore!

CANON is doing an disservice to the environment and it's customers with this poor business decision. CANON if you happen upon this little blog, I have always loved your products and I will remember them fondly, but I will think twice about buying them again if I know that at any given moment you will decide to no longer support them. When making business decisions in the future, you will do better to consider more than just your bottom line...

Top 8 Reasons Curve Detroit is my Bombdiggity

8. I now know who Rick Springfield is. Thank you, Amy.

7. Our meetings aren't just meetings, they are "Meetings of FUN!"

6. If laughter is a drug, we need to be committed (ASAP!).

5. The never-ending supply of chocolate, candy and freshly baked goods constantly wafting through the air.

4. Everyday is Taco Tuesday!™

3. Continuous tunes from DJ Tom's iPod are always bringin' down the house.

2. Endless tunes usually mean special appearances from solo air guitarist Charlie and his unforgettable dance moves.

1. Because once you go Curve, you can't EVER go back!

Doesn't sound much like work? Yeah, I didn't think so either. Come take a ride over to the Curve Kingdom and see for yourself!

Arggghhhh!

The subject of my blog today (or rant as it seems) is printer cartridges. I hate printer cartridges. I know that "hate" is a strong word, but I've given this a lot of thought and I think it is appropriate. Somehow the little gnome that lives inside our printer knows exactly when I am in a hurry and need to print out something. It is at that exact moment that the black ink runs out.

Why is it that ink cartridges are like Christmas lights... one goes out they all go out. I'm quite certain I am not using as much Magenta as I am Black on a daily basis. Nevertheless - I let the printer sit for a few weeks before heading out to an office supply store to purchase more ink.

Now let me tell you something about office supply stores -- it's never a quick trip. Pack a lunch and wear your glasses. The handy-dandy index book that tells you what cartridge you need for your 12 digit serial number printer is like decoding the Rosetta Stone. After securing a small business loan to purchase more ink (seriously it's just ink, why is it so expensive?) my printer gnome friend is happy and all is working again.

I'm all for going digital and saving the planet by not printing as much but can we all ban together and not print as much so Amy doesn't have to buy more ink... please? Thanks for listening. I'm exhausted.

What's your rant? Drop me a line.

Fancy Ketchup

A frequently asked question I hear from people is "What's with your title? Why are you Fancy Ketchup?" My answer is usually with a giggle.

I explain that at any grocery store you are sure to find dozens of selections of ketchup, cat-sup and fancy ketchup. Does anyone really know the difference between ketchup and fancy ketchup? They taste the same. They look the same. But if given the chance I'll choose fancy over non-fancy any day.

Now to be honest, my partner Charlie came up with my title. (His by the way is Chief Trouble Maker - self explanatory)

We here at Curve try to not take ourselves too seriously. Unless your title is Mr. President (and I mean the big guy in the white house) your title really serves no true purpose. Now my title, Fancy Ketchup, engages people, breaks the ice and starts a conversation. It serves a purpose.

Spend a few minutes today creating your own new title. Have some fun with it. (My brother-in-law already has dibs on Fresh Salsa)

What's your new title? Drop me a line.

The New PR: Blogger Relations

I recently read a study that backs what we at Curve have pushed all along: Consumers use other customers' reviews to dictate their own purchases. In fact, two-thirds of online consumers read product reviews.

That's why Curve preaches "blogger relations" as an alternative way to garner attention. Now, the idea of letting consumers publicly critique products makes many companies nervous; yet, we believe the benefits greatly outweigh any cons.

Some benefits:

• Free publicity to the people you want
• Viral buzz = easy linking and pass along (the echo effect)
• A link back to your website, driving traffic and increasing your search engine rank
• Even negative reviews can be beneficial: if so many people are dissatisfied with your product, maybe it's time to make some adjustments

So how do you go about pitching your product or service to a blogger? Here's my three key steps:

• 1. Do your homework. Before we contact any blogger, we actually read their blog. (I know it seems obvious, but believe me, it MUST be done!) What does the blogger write about? What are their common topics? Likes? Dislikes? You certainly don't want to ask a fitness buff to review your new fat-filled, calorie-packed doughnut line.
• 2. Swag is good. Everybody likes getting free stuff, including bloggers. So send a sample, along with a personalized note, and let the blogger play. In many cases, bloggers will post a photo of your product and leave their honest opinion of it.
• 3. Be persistent, but patient. Bloggers are busy people too. Don't be surprised if your product doesn't get an immediate review. Be courteous and make sure your story doesn't run before making a repeat attempt to contact them. Of course, this shouldn't be a problem because you actually read their blog (right?).

Remember: Blogger relations is all about people. And sometimes the greatest influencers are those who are already among the customers you hope to reach.

Wanna get your word out there? - Email me

Nice to Meet You

After reading Tom's blog entry about outdated technology I started thinking, "Is the way I function in my role here at Curve outdated?" For example, I like meeting new people. A genuine smile, quick glance at your shoes and a handshake is my usual MO. Is a handshake now a dated technology?

We've all heard the speculative theory that once upon a time a handshake showed you were not carrying a weapon; if two men met and displayed empty right hands, this presumably meant a basic level of trust existed that neither would stab the other. Now come on, we both know I could still stab you if I really wanted to (seriously just kidding, besides I prefer a gun).

In these modern times of germ-a-phobs, flesh eating bacteria and that weird bird flu thing is it really in the best interest of the greater good to shake hands? Is it dated human technology?

To shake or not to shake - email me your vote

A Little Inspiration

"Perfection is finally attained not when there is no longer anything to add, but when there is no longer anything to take away."
-Antoine de Saint-Exupery

1980 called. It wants it's double-space back.

When's the last time you actually used a mechanical typewriter? I'm talking about an old school, non-electric, metal-armed monstrosity that took 20 lbs. of pressure to move the keys and 30 oz. of Wite-Out to fix a mistake. I'm guessing it's been awhile.

So why do you still insist on putting two spaces after a period when you type?

There's a brand new technology out that renders the double-space completely useless. It's called a "computer" and will soon be made available to the average person about 25 years ago.

Back in the day, the need for the double-space after a period was simple. On a typewriter the type was monospaced. Meaning regardless of the width of the actual character, each letter occupied the same amount of horizontal space. So the double space was needed to visually break this spacing pattern for the eye to help legibility.

Desktop publishing brought with it proportional fonts. Now letters of different widths don't need to occupy the same amount of space. An "i" doesn't take up as much space as a "W". Today's modern fonts already take into account each character's different width, thus making it easier on the eyes and rendering the double-space after a period completely useless.

I know old habits can be hard to break. But we need to let this dinosaur fade into extinction. If Charlie can quit wearing his leather rock star pants, you can quit putting a double-space after a period.

So help me save the world from ugly type. And save the Wite-Out for what it was originally intended for: sniffing fumes.

Tell Tom what you think via email.

Negative, Ghostrider. The pattern is full.

I'll never understand the fascination we have with quoting movies. A simple line of dialogue can become a popular catch phrase for decades after the movie is released. Even more fascinating to me is how a bad movie can generate so many great lines. If the lines were so good why wasn't the movie?

My top three favorite movie lines:

        "Fat, drunk, and stupid is no way to go through life, son." - Animal House

        "He's already pulled over! He can't pull over any farther!" - Super Troopers

        "We're gonna need a bigger boat" - Jaws

What are your favorites? Drop me a line.

He's dead, Jim.

J. Walter Thompson, the founder of Ford's agency JWT, died in October of 1928.

George Batten, the "B" in BBDO, Chrysler's ad agency, died in 1918.

Leo Burnett, the namesake of one of GM's largest agencies, outlasted them all. He died in 1971.

If it's time for the rebirth of the Detroit auto companies, they might want to breathe a little life into their mix of ad agencies. To start with, how about an agency with principals (and principles) that are still alive.

Curve Detroit is a small, innovative creative shop focused on breathing new life into tired brands. We challenge the conventional wisdom -- "the way we've always done it". It's our mission to push brands forward.

Maybe it's time to look to the future. There's a curve ahead.

Rant back at Charlie via email.

The wisdom of Mr T.

After all, consumers are bombarded by countless advertising messages every day. Why should they watch, listen or pay attention to yours?

So you're probably asking yourself "why would an agency suggest we spend less money on advertising?" Good question.

There's an old joke in the advertising biz that goes something like this:

A guy stumbles into an ad agency and says "I've been shot!" An advertising executive at the conference table jumps up and exclaims "you need a TV ad!"

Actually, it's not an old joke from the advertising biz -- we just made it up. The point is, a lot of agencies make their money selling you ads you might not need.

Curve is different.

We work with you to overcome your marketing challenges. Looking for more traffic in the showroom? We can help. Searching for a way to reach new customers? Just tell us who you want to reach. Launching a new service? We gotcha covered.

We put ideas into action - matching your goals with our creativity and experience to help you increase revenue. And don't worry, we can still make a pretty darn good TV ad.

Rant back at Charlie via email.

Nobody reads your copy

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Ut non est in erat lacinia hendrerit. Sed malesuada enim at nisi.

Aenean leo orci, commodo nec, auctor sit amet, vestibulum a, velit. Donec quam.

Curabitur suscipit lorem ac risus. Vestibulum eros. Phasellus quis urna ac elit nonummy mattis. Sed vestibulum lacus sit amet lacus. Nunc volutpat dictum turpis. Etiam pellentesque massa.

Sed adipiscing. Pellentesque eget ante in elit faucibus pellentesque. Phasellus aliquet. Quisque diam. Etiam accumsan elit vel nibh. Nulla id nulla. Ut eu ipsum at nisl rutrum fermentum.

Make sure your headlines and your design communicates your message. Email me.

Shoes and Logos

Anyone who has ever met me understands my fascination with shoes. Heels, flip flops, sassy boots...your shoes are the first thing I'll notice about you. They are integral to your overall appearance and set the tone for your outfit each day. Why? Shoes are the foundation of your personal sense of style and speak volumes about your personality.

So what do shoes have to do with marketing & advertising?

Think of your company's logo as a pair of shoes you are forced to wear every single day (yes - I know it is a frightening thought, but stick with me - there is a point coming.)

What are your company's shoes saying about your company? Are they a simple black leather pump that evokes trust and intelligence? Are they a colorful Steve Madden sandal that says I'm fun, unique and playful? Or are they a worn-out faded pair of loafers that say I've given up and haven't evolved in decades.

Your company's logo is the first thing customers will notice about your company. It is intrical to your overall appearance and sets the tone for your business.

What are you wearing? Choose carefully. Send your fashion tips here.

Making it past the recycle bin

Advertisers spend a lot of money crafting the perfect direct mail message - often cramming every detail about every feature into the piece. They are so worried about missing a key benefit that they end up overwhelming the prospect with TMI (too much information).

Here's the key: The goal of your message isn't to educate - it's to titillate.

If you don't pique your prospects' curiosity, they won't visit your site, stop by your store or pick up the phone. So often a direct mailing satiates their desire to learn more.

What can you put inside to WOW! them, tickle their curiosity and make them need to contact you?

We're passionate about crafting messages that break through the din and monotony of the daily routine and engage the target. We can help you find what really motivates your prospects. Or, as I like to say, we help our clients "turn heads, capture hearts and make more money."

Rant back at Charlie via email.

Do you feel the need for...feed? Subscribe to our newsfeed!