UBIQUITOUS Issue 5

2016 ISSUE

05

PAGE 2

DID YOU KNOW? Flag Faux Pas PAGE 10

SHOW ME THE BENJAMINS! Creative Currency

COMPANY PRIDE As we sat down to determine the editorial and creative content for our fifth issue of UBIQUITOUS, knowing our theme was patriotism, we could not help but be overwhelmed with pride for our country; and that in our country — as Lin-Manuel Miranda said as he accepted his recent Tony award, “Love is love is love is love is love is love is love is love, it cannot be killed or swept aside, now fill the world with music, love, and pride.” How lucky are we as a nation that we have so many freedoms, supported by the majority to love anyone we choose. We are admired for our freedom and hated for our freedom.

We fight for our freedom and we work hard to preserve our freedom. Individually, we have the freedom to do and say what we want as long as we don’t hurt anyone — freedom of speech, assembly, religion, freedom to choose where we live or what job we do or don’t do, freedom to make money and spend it as we please.

It’s a wonky time we live in. You’ll never see our magazine become a platform for anything other than good, clean, creative fun but we will shout this from the rooftops... we stand behind those that protect our friends, our family members, and us... for the choices that make us happy and, of course, those that continue to represent freedom on our behalf.

Sure, we love the cookouts, summer pool parties, days off, fireworks, and memories made, but we are not blind to the fact that we are surrounded by certain people’s very poor choices. You can really obsess about the evil and bad that sometimes occurs — believe us, you can. Instead, we are going to continue to focus our attention on the amazing displays of love, support, freedom, opportunity, creativity, wisdom, strategy, pay-it-forward attitudes, and good, clean fun that all of us are surrounded by.

We thank you for your kind words about our magazine editions thus far. The high-fives via text messages, the emails telling us to keep it up, and the genuine excitement in your voices when you call to tell us your favorite parts or that you never knew tchotchke was spelled that way. Stay with us — there’s so much more to come!

2016

CONTENTS

SHOW ME THE BENJAMINS! CREATIVE CURRENCY PAGE 2

8 RED THINKING FAVORITES Red Thinking, White & Blue 10 DID YOU KNOW? Flag Faux Pas

FLASHBACK, WAY BACK

12 BRAND COLORS Painting Your Company Red White & Blue 14 CLIENT RELATIONS How to Create Flag-Waving Customers 16 PROFILE Design Guru, Juan Plaza

The one hundred dollar Confederate States of America interest-bearing banknote. These notes were authorized by the Confederate Congress during the Civil War (1861–1865).

1

2

ISSUE 05

There’s something very special about a thick stack of $100 bills. Anyone who has handled a significant chunk of their personal liquidity in cash has experienced the emotional impact that Benjamin Franklin can have on a person. It’s just not the same as writing a check or pushing a “pay now” button. Each crisp, beautifully adorned bill has a special feel, exquisitely detailed engravings, mysterious security features and, of course, the reality of immediate transferability.

FEATURE

SHOW ME THE

BENJAMINS

2016

When you handle cash, whether a dollar to buy coffee or a stack of hundreds to buy a couch on Craigslist, there’s an emotional component of the experience. A stack of $100 bills has a presence, a potency, all the glamour of countless Hollywood cash-in-duffle-bag scenes, and a heap of potential that goes well beyond just paying for your furniture.

History of Currency The most popular U.S. banknote, and, since 1969, the most valuable, is the “Benjamin,” “C-note” or “Franklin,” otherwise known as the $100 bill. The first portrait on this denomination, which was issued as an interest-bearing note in 1861, featured General Winfield Scott.

Since then, the bill has been through many redesigns, many of which were made necessary as the nation’s monetary system developed — and as counterfeiters

worked overtime. It has featured a parade of leaders including Presidents Washington, Lincoln, and Monroe, as well as Admiral David G. Farragut and U.S. Senator Thomas Hart Benton.

Cash has a hint of danger, of illicit transactions, of adventure. But it also represents an expression of shared values, a solemn social contract and, ultimately, a promise of security and progress.

Franklin first appeared in 1914 — and has remained, although not always depicted from the same portrait. Newly redesigned in 2013, the bill today includes an array of high-tech features, including a 3-D security ribbon, disappearing images and what’s known as a EURion constellation: small 100s whose yellow 0s are designed to prevent electronic copying.

Art, science, political philosophy, history, culture and, of course, economics are all reflected in every piece of cash that changes hands, millions of times a day, between almost everyone on Earth. More ancient than the written word, and more common to the human experience than almost any social convention, the history of currency is really a history of humanity, and of humanity’s view of itself at any given time and place.

3

4

ISSUE 05

If a coin or a dollar bill were simply a numerical token, devoid of cultural impact, immune to risk of losing value, imbued with no national pride and bestowed with no emotional associations, it would not need any adornment — other than a simple number.

But, with the possible exceptions of cowrie shells and wampum beads, unadorned currencies are rare, throughout all of our history. Even the most ancient forms of money, whether cast or struck coins in iron, gold, copper or silver, or even leather bank notes, include a touch of art, propaganda, technological sophistication and cultural cues.

In the ancient world, many despots, emperors and kings had their images stamped onto the coins they produced. But that was after Julius Caesar. Earlier coins typically feature images of famous ancestors, heroes and gods. Rome started issuing coins for cultural reasons, more to emulate the Greeks they had recently conquered — but deeply respected — than to raise money. Long before Rome started casting coinage, other authorities throughout the ancient world had been issuing cast and struck coins in large numbers. Only when Julius Caesar issued coins featuring his own image did the link between currency and living leadership become established throughout the empire. From that point forward, most Roman leaders issued their own coins to establish themselves — and their propaganda — across the world they ruled.

Coin designs, though simple, were an important means to project power and retain authority.

In 192AD, Commodus’ image adorned Roman coins wearing a lion-skin. In case the image wasn’t enough, the reverse featured an inscription proclaiming Commodus as the Roman Hercules in the flesh. This type of marketing became commonplace for Rome’s leadership, resulting in a wide variety of currency left to history. Even Quietus, who very briefly ruled part of the empire before being murdered by “the populace of Emesa” to avoid a seige, nevertheless left us 2 coin designs bearing his image, with popular gods Apollo and Jupiter on the reverse. Clearly, the practice was a priority for new leadership.

Redesigns A quick look at some recently redesigned national currencies reveals how each reflects its nation’s values, self-image and tastes, with national landmarks, leaders, fantastical scenes, even modern art employed in the projection of the character, history and aspirations of its people.

2016

IRON, GOLD, COPPER OR SILVER, OR EVEN LEATHER BANK NOTES, INCLUDE A TOUCH OF ART, PROPAGANDA, TECHNOLOGICAL SOPHISTICATION AND CULTURAL CUES.

Norway, for example, commissioned new currency last year. Snohetta Design, the firm responsible for redesigning the country’s new banknotes, describes via their website the meaning of the coastal imagery featured on the chosen currency:

“Our long coast has created our identity, our heritage, and our industries. It has created national and international transport opportunities, as well as the creation of our welfare society.

It is a vivid meeting that creates life.”

In celebration of their 200th anniversary, Australia issued advanced plastic polymer notes in 1988.

In addition to using all-new advanced materials, the notes featured new imagery. In a move similar to our current U.S. redesigns, they featured cultural figures, including a portrait of Aboriginal writer and inventor, David Unaipon. His hand-written statement, “As a full-blooded member of my race I think I may claim to be the first — but I hope, not the last — to produce an enduring record of our customs, beliefs and imaginings.” is featured on the note, which is now Australia’s most circulated.

Switzerland recently announced that it is redesigning all of its cash, from the 10 to the 1,000 Franc note, which is worth more than $1,000 at current exchange rates. Central bankers say that cash is still king, as their population relies upon it not just at retailers and restaurants, but to make larger payments, such as to buy a car or major appliance. The new designs, while sporting advanced security features, are all about art. The first release, the 50 Franc note, is

said by the artist who designed it to be a narrative dominated by the wind. Each note in the series will feature a theme reflective of the values — and aesthetics — of Swiss society.

When Nepal became a Republic in 2008, and therefore shuffled off the role of the monarchy in its government, it’s currency was redesigned. The king’s portrait was replaced by the peak of Mt. Everest. The redesign reflects a society that desires to define itself.

The Cook Islands’ $20, which features a mermaid riding a shark, is often listed amongst the world’s most interesting currency designs of late. The Islands recently announced the creation of the world’s largest marine reserve of 411,000 sqaremiles. Considering the chief source of income in the islands is tourism, along with the export of black pearls, the currency design is not only fanciful, but serves to help the tiny nation differentiate itself in a memorable way.

Currency can be a powerful means of advertising.

5

6

ISSUE 05

The Meaning of Money Money plays a unique role in our lives. While a mundane economic necessity, our currency is also an expression of individual and collective achievement, of finest art, our technological advancement and also our cultural heritage and aspirations. Currency is not only legal tender, fulfilling a crucial role in our daily lives, but it is perhaps the most widely distributed, most universally recognized symbol of who we are as Americans — or, for that matter, as Norwegians, Australians, or Cook Islanders.

What other printed medium is owned by everyone, exchanges hands every day, has value to every man, woman and child and is, despite its ubiquity, so highly desired?

The art that adorns a paper note, while perhaps not as stirring as the great masterpieces adorning the walls of the Louvre or the Smithsonian (although often pulled directly from such masterpieces) is nevertheless evocative, meaningful, and because of its gigantic presence in everyday life, it actually helps us shape our own feelings about who we are, where we came from, and where we hope to be going. That must be why we keep changing it. Of course, we require ever-more sophisticated safeguards from counterfeiters as well. But when we redesign a note, we rarely do so without updating its “look and feel” to suit modern tastes.

In fact, this year is a landmark for U.S. currency design.

Andrew Jackson, whose image has adorned the front of the $20 bill since 1927, is to be bumped to the back of the bill, replaced by Harriet Tubman.

Other redesigns will incorporate women and civil rights leaders — a major shift, if you consider that the last real woman to feature on U.S. paper currency was Martha Washington, who fronted the $1 silver certificates of the 19th century. Tubman’s image will be the first African American portrait to ever feature on U.S. paper currency.

But there’s more to currency design than who graces the front of the bill. Although the U.S. Department of the Treasury announced the redesigns this April, don’t expect to see the new designs until 2020.

It will take at least that long to finalize a design and incorporate the technical features which characterize 21st century paper currency. Features such as raised printing, which give our bills a particular look and feel, water marks, micro printing, color shifting inks and ultraviolet markings, all designed to confound counterfeiters, will all be incorporated into the final design.

2016

IT IS ESTIMATED THAT

$70,000,000 IN COUNTERFEIT

US BILLS ARE IN CIRCULATION.

Even with the impressive array of technological features in our new bills, it is likely that, given the long history of ingenious individuals, and even governments, producing facsimiles of popular currencies, it will only be a matter of time before someone produces a convincing counterfeit. This is a phenomenon as old as currency itself, and can be credited with many of the design features we associate with our greenbacks.

The first $1 bill was issued by the U.S. during the Civil War. Featuring Salmon P. Chase, Secretary of the Treasury, the bill was full of symbolism intended to reflect the strength and resolve of the Federal government — and all those who supported it. The red treasury seal was given 34 spikes to reflect the number of states in our union — even though seven of these had seceded at the time the bill

was released. They stuck with the number anyway.

Chase is stern and foreboding, with crossed arms.

The design gives the impression that the Federal government viewed the secession more as an annoying interlude than as a real threat to the union, and may have helped the many bearers of its currency feel the same way.

The Congressional Research Service recently studied the appearance of very high quality counterfeit $100 bills, which came to be known as Superdollars. They concluded that they’d been produced by the nation of North Korea. North Korea denies this, of course, but the counterfeit bills are of such high quality that many remain in our circulation today.

However, by the end of the Civil War, this bill, along with many other pieces of paper money, was widely counterfeited. At the time, it was estimated that 1/3 to 1/2 of the nation’s currency was fake. When the Secret Service was founded, in 1865, its chief mission was to counter the counterfeit money crisis.

Even today, after decades of redesigns, technological advancements and Federal policing, it is estimated that $70,000,000 in counterfeit U.S. bills are in circulation.

Because counterfeiting erodes trust in a currency, and can actually devalue it, and because our society is never static, but is constantly developing, redesigns will continue, as long as we continue to use currency.

Thanks to this continual process of revision, we have a unique window into our past — and a periodically refreshed view of how we, as a society, view ourselves.

7

8

ISSUE 05

STAR WALL ART

PALETTE ART Jen: I just love the old feel of these recycled

Shay: Used to adorn barns in some parts of the United States, they add a touch of Americana for me, to my home.

These stars were also originally used to hide certain features on a building. Take a walk around Old Town Alexandria, it’s cool to see history through the eyes of an original usage for items such as these stars.

palettes. Each one is different and has such character. This one is by Rust2Relics on Etsy.

VANS SK8-HI™ SLIM HIGH TOPS Molly: Always good to be a little “Off The Wall,” I get so excited each year when it is time to pull these out and rock my red, white and blue. Vans are one of my favorite — all American — shoe brands, celebrating their golden 50th year anniversary this year, as we celebrate our 240 years of freedom!

VANILLA ICE CREAM WITH SPRINKLES Melanie: Ice cream is one of my favorite treats year round, but the summer heat gives me even more of an excuse to indulge — with a little patriotic flare!

BUZZED CHERRY BOMBS

BALTIMORE BULLETS KNIT HAT

Tracy: Drain a jar of maraschino cherries,

Brandon: I love sporting my throwback hat during the NBA season. It reminds me of my childhood heroes — Manute Bol, Tom Gugliotta, Muggsy Bogues and my personal all time favorite player, Gheorghe Muresan.

fill with vanilla vodka and soak overnight.

Gently pat dry. Dip in melted vanilla chips.

Dip in blue sprinkles. Chill in fridge to harden melted chips. Enjoy!

2016

STARS AND STRIPES TIE Tom: Add blue jeans, a white Oxford, and a pair of Converse Chuck Taylor All Star Sneakers (shown below) to complete the look.

2014 USA WORLD CUP JERSEY Juan: There have been many USA jerseys before this one, but none that looked like a Firecracker Popsicle.

Every time I look at it, I want to eat it!

BARBER POLES Ashley: They’re like spinning flags!

CONVERSE CHUCK TAYLOR ALL STAR SNEAKERS Hannah: Converse sneakers are my favorite red, white, and blue “thing” because they are a sign that summer has officially begun!

THE UNION JACK FIRST BORN SON Krystal: When it comes to patriotism, there is nothing more patriotic than having your first born on July 4th. His favorite colors are red, white, and blue and he LOVES everything about this country. He is my patriotic favorite!

Fiona: I was born British and remain sentimentally connected to the country of my birth and my ancestors, therefore the Union Jack will always be my flag, although now an American citizen, my allegiance is to the Stars and Stripes — I guess I’m an ex-pat with roots on either side of the “pond”!

9

10

ISSUE 05

2016

The flag should never be used as wearing apparel, bedding, or drapery.

When displayed either horizontally or vertically against a wall, the union should be uppermost and to the flag’s own right, that is, to the observer’s left.

DID YOU KNOW?

No part of the flag should ever be used as a costume or athletic uniform.

The flag should not be embroidered on such articles as cushions or handkerchiefs and the like, printed or otherwise impressed on paper napkins or boxes or anything that is designed for temporary use and discard.

The flag should never touch anything beneath it, such as the ground, the floor, water, or merchandise.

FLAG FAUX PAS OLD GLORY HAS RULES ALWAYS REMEMBER Growing up in the military (go Air Force!), I always shared a healthy respect for the American flag.

I even ceremoniously helped take down and properly fold the flag outside of my elementary school each day for several years. I was taught that our flag never touched the ground, that you brought it in each night, and you never used it as a Superman cape, no matter how cool it looked.

Since September 11, 2001, the desire to express patriotism with our stars and stripes increased exponentially, and started with the American flag.

According to The New York Times, “Americans started buying flags hours after the attacks. Wal-Mart sold 116,000 flags on that Tuesday and 250,000 on Wednesday, compared with 6,400 and 10,000 on the same days a year earlier.”1 But flags weren’t the only items filling up American shopping carts. Manufacturers (ironically, operating in foreign countries) increased production of our iconic Old Glory on everything from flip flops to beer coozies. Today a trip to the beach will be accompanied

by American flag beach chairs, towels and sunglasses.

1. http://www.nytimes.com/2001/09/23/business/nation-challengedproud-spirits-demand-soars-flag-makers-help-bolster-nation-s.html

As fun and patriotic as many of these items are, all of these products are in violation of the Federal Flag Code, signed into law by President Roosevelt in 1942. No, you can’t be proscecuted for selling or owning an Old Navy American flag shirt. There are no fines or penalties either. The Code is there to serve as guidelines on proper handling and display of our flag.

To the right are some examples of the “don’ts” of the Flag Code. Some are informative, some are just nice party decorations, and some show off the American Flag in all her *cough* glory.

The flag, when it is in such condition that it is no longer a fitting emblem for display, should be destroyed in a dignified way, preferably by burning.

11

12

ISSUE 05

2016

BRAND COLOR

SHOULD YOU PAINT YOUR BRAND RED, WHITE AND BLUE? IT’S JULY. NATIONAL PRIDE MONTH. A TIME WHEN YOU MAY BELIEVE THE ENTIRE WORLD HAS TURNED RED, WHITE AND BLUE. Everywhere you look, brands have started waving the flag, and Uncle Sam is providing emotional testimonials for them. And this makes sense — brands have known for years what a recent study from the Darden School of Business1 found: nationalism, the pride and love for one’s country, sways buying decisions, consciously or unconsciously. This is especially true during times of international dispute (like the War on Terror) or during a Presidential election cycle when people are especially eager to show their patriotism.

International disputes? Presidential elections? July? Hurry, jump on the patriotic bandwagon now!

No, don’t. Really. Although the desire to do it right now may feel overwhelming for many brands, it may not be the right choice.

Like any good brand strategy, tapping into feelings of national pride goes much deeper than trite messages. Patriotic branding is about so much more than Uncle Sam waving a flag or putting a picture of an American Eagle on your website.

In fact, it’s not even totally about being “Made in America.” In fact, some of the most “patriotic” brands do not actually manufacture their products in the U.S. of A. — Jeep, Ford and Chevy all use parts produced out of the country, while some foreign brands like Toyota and Nissan are actually made in the United States.

1. Rajkumar Venkatesan, “Star-Spangled Shoppers: International Politics Drive Buying Choice,” April 30, 2015, https://ideas.darden.virginia.edu/2015/04/ star-spangled-shoppers-international-politics-drive-buying-choice/

SO WHAT IS IT ABOUT? When you think of truly AMERICAN brands, companies like Levi Strauss, Budweiser and Hershey’s quickly come to mind. Why? Because these brands have come to embody the American Spirit and the core values we, as a people, possess. Rugged individualism, optimism, equality, freedom and independence.

Respect for science, a desire for progress and change, a strong work ethic, respect for money and power, belief in competition and pragmatism. Americans are action oriented. And while we are fiercely independent, we also believe in giving our time to help others.

Yes, some of the qualities seem to directly conflict — optimistic AND pragmatic, work hard for yourself AND help others? Yep. Americans are complex.

If your brand truly shares any or all of these values as well, wrapping your brand in the flag may make sense. But it’s got to be real. You simply can’t fake it.

Because another part of that good ‘ol American spirit is the ability to spot B.S. DO YOU HAVE WHAT IT TAKES? Compare your brand to the most patriotic brands in America, as ranked in the Brand Keys survey2 on patriotic branding. Brand Keys surveyed more than 5,000 consumers, asking them to evaluate more than 200 brands across 35 category-specific emotional engagement values. One of those emotional values was how much patriotism they attributed to the brand.

All of these brands evoke an emotional reaction around different American values. While being an American company, being “Made in the USA” (or at least, people believing products are “Made in the

2. Brand Keys Survey, 2015 Most Patriotic Brands Survey, http://brandkeys. com/the-most-patriotic-brands-in-america/

USA”) and being involved in the community are important, those factors alone do not make these brands patriotic. It is that emotional response from years of building brand equity that make these brands the top.

And they foster that emotional response using imagery in their advertising that evokes American core values — think of Ralph Lauren clad in denim leaning against a barn door. Does it get more American than that? Perhaps if a few gorgeous Clydesdales come galloping along… with a puppy.

Okay, so your brand hasn’t been around for 100 years and you have no reasonable justification for using Ralph Lauren, Clydesdales or puppies in your marketing. Can you still be perceived as patriotic?

Of course. The brands are patriotic because being American is at their core, and everything they do reinforces that. These powerful images and messages don’t just appear in July. It’s always. Every day, these brands stand behind their values, and their customers know it.

Branding is about authenticity.

If you’re waving the flag just because it’s the holiday, that isn’t authentic. And if there is one thing American consumers cannot abide, it’s a phony.

But if your brand is living core American values every day, if they’re an ingrained part of your brand equity, then you will be perceived as a patriotic brand.

And then wrapping your brand in the flag around Independence Day makes sense. Your customers will believe you.

13

14

ISSUE 05

CLIENT RELATIONS

As we celebrate the Fourth of July, our minds turn to patriotism – that connection between ourselves and our country and all the reasons we are proud to live here and appreciative of what this country provides. It is a strong bond that we will not relinquish easily. In business, we seek to create a similar bond between our customers and our organization, especially when we can forge long lasting, highly valuable connections.

Think about it: Loyal customers are passionate champions who “wave the flag” for your organization. They make repeat and additional purchases, thereby powering your sales. They also recommend you to others, which reduces your customer acquisition costs. Finally, they’re a font of honest wisdom, helping you enhance product and service offerings, identify unaddressed needs and remedy performance weaknesses. So if loyal customers are the goal, the question remains, how do you earn those relationships?

HOW TO CREATE FLAG-WAVING CUSTOMERS SLAPPING OUR FOREHEADS

RECOGNIZING A DYNAMIC LANDSCAPE One of the first steps is to recognize that we live in a time of dramatically changed customer expectations — it used to be you could build a better mousetrap and the world would beat a path to your door. Nowadays, finding and keeping customers is not so easy. The relationship used to favor businesses, but the pace of innovation and technology has shifted that balance toward consumers. Information about alternative solutions is easier to obtain, and switching costs are low and getting lower — both of which empower customers to demand more of everything to stick with you: more choices, more responsiveness, more personalized attention, more value. If they can get next day — or even same day — delivery, why should they ever wait for anything, least of all, wait for 2 days or more for a reply to their inquiry?

Even more, the sharing economy has further prompted customers to rethink many buying

decisions: why would they own something (a car, a home) when they can use one only when they need it thanks to companies like Zip Car and Airbnb?

Highly successful companies recognize that the pace of change requires a new, or at least intensified, approach to building customer loyalty.

They are obsessed with customers and the customer experience. Amazon’s Jeff Bezos puts it very simply:

“We see our customers as invited guests to a party and we are the hosts.

It’s our job every day to make every important aspect of the customer experience a little bit better.”

This revolution in the B2C world is having a dramatic impact on B2B environments. According to a 2014 study by Walker Information (The Value of Making It Easy), 88% of companies see their customer expectations affected by their consumer experiences and 77% of customers say consumer experiences influence B2B expectations. Convenience is king, presenting organizations with both challenges and opportunities about how to differentiate themselves and develop that truly loyal customer base.

2016

IT’S ALL ABOUT THEM — BEING CUSTOMER-CENTRIC Patriotic loyalty does not materialize without a highly intentional effort on the part of business owners and leaders. Every organization has a unique culture, either by definition or default.

Making responsiveness to changing customer needs the core of your organization’s culture can truly set you apart in the marketplace. That said,

anyone who has ever been involved in a cultural shift knows there is no magic wand or pixie dust solution here. It requires focused leadership attention, continuous reinforcement, and a collective effort by everyone involved to truly “be” customer-centric.

Customer loyalty results from positive customer experience and that experience is the cumulative impact of every interaction someone has with your organization — each and every touchpoint before, during and after a sale is a “moment of truth” when they form an impression of your staff, your products or services, and your overall brand. Talk to your employees and your management team

SEEK FIRST TO UNDERSTAND Because what your customers value evolves over time, the final critical element is to implement regular feedback mechanisms that keep you in tune with their changing priorities. If it’s going to be all about them, you need to keep your finger on their pulse. You may have a lot of resources already in-house that you can use to assemble your dynamic picture: transactional data, financial information, feedback from customer advisory boards, customer surveys and social media monitoring to name a few. Your challenge is to make all those resources accessible for analysis.

If you discover there are gaps, you may need to fill them by breaking down internal silos to free information or collecting supplemental external data. Then examine what you know to uncover compelling behavioral trends, revenue opportunities and quantifiable event outcomes.

The amount of data per se is not really what makes it useful; the way it helps you understand how different kinds of customers respond to discrete situations or opportunities is what helps you make better decisions and adjust how you deliver value.

One word of advice: you want to be able to drill down to find differences — aggregate data can mask entire market segments that are unhappy and therefore obscure revenue that is at risk.

AN ONGOING REASON TO CELEBRATE Creating loyalty is about giving customers reasons to build a durable bond with your organization. That means making a concerted effort to understand their needs, to meet and exceed their expectations, and deliver a positive customer experience. It requires top-down leadership to promote an “all-hands” culture where each employee recognizes his or

about how your customers FEEL when they interact with you. This, along with how easy you are to work with and the results of your product or service offering, determines the strength of the relationship and therefore their loyalty to you.

Cultivating that loyalty requires the unified focus of every employee who interacts with customers in any capacity — as an ongoing source of information and insights and also as the people best positioned to affect customers’ experiences.

Fostering employee engagement and clarity about their vital role will help them expand their customer awareness and rapport-building skills, empower them to resolve or escalate matters effectively, and ultimately increase customer engagement.

her role in strengthening customer relationships.

In the end, customer loyalty — long lasting, highly valuable connections — becomes the engine of revenue and profitability growth, and that is definitely something to celebrate!

This article was contributed

by Susan Fritsch Cohen and Lesley Boucher of ORI Results (ORIresults.com).

15

16

ISSUE 05

PROFILE

A true movie addict, Juan wears his cinema emotions on his sleeve. Able to spout off any good line, Juan would argue there is no such thing as ‘too many movies’. In fact, we’re pretty certain he buys DVDs, versus just downloading his favorites. WHAT?! Juan would never boycott a genre; movie equality for all! The same theory applies to design.

He says, “I love complete rebrands. From a logo, to messaging, websites, to print. I also love taking something that is established but may have lost its luster and giving it a new identity.” Common sense and a true passion for design drive this family-centric guy. Add to those his sense of humor and it’s a given that if Juan is involved, it’s going to be a good day.

DESIGN GURU JUAN PLAZA NO TIME TO OVERTHINK IT. NAME 3 MOVIES AND IN 3 WORDS OR LESS - TELL US WHY YOU LIKE EACH ONE. AND, GO… Can’t do three, has to be five. No self respecting top list only includes three.

1.

STAR WARS - The Empire Strikes Back - Bad guys win!

2.

PREDATOR - Total testosterone takeover

3.

ALIENS - Women kick-ass

4.

BETTER OFF DEAD - John Cusack rules!

5.

SOME KIND OF WONDERFUL - Love right in front of you (6 words, cheater)

OK, DESIGN QUESTION. WHAT DO YOU CONSIDER YOUR MOST SUCCESSFUL DESIGN PROJECT IN THE LAST YEAR AND WHY? I would have to say the rebranding of Gates Hudson (true client quote: “Juan is our mascot; our creative genius.”)

The reality of what I do is to design things that ensure our clients sell, evolve, and/or succeed. The rebrand did all of the above and the real moment of pride I had was when Gates Hudson included me in the rebrand introduction to their employees. The excitement throughout management’s presentation was inspiring and they went out of their way to introduce me as the lead designer on the project.

It brought a great sense of accomplishment for Red Thinking, it felt amazing personally. It was a great reminder that the human side of what I do is just as important as the dollar signs.

2016

“Juan is our mascot; our creative genius.”

— GATES HUDSON

CURVEBALL QUESTION - ON AVERAGE, HOW MANY TIMES A WEEK DO YOU HURT YOURSELF TRYING TO DANCE IN THE SHOWER? Considering I work from home and therefore only shower once a week, I would say once a week. But for real, injuries dancing in the shower has become a major epidemic.

The catchiness of Taylor Swift songs has Shower Shakers reporting all sorts of injuries across the globe. Bruised elbows from thrusting them into the shower wall, burning soapy eye from incessant hair whipping. We need to spread awareness; the time to act is now.

FINE, BACK TO DESIGN…WHAT KIND OF DESIGN PROJECTS MOST INTEREST YOU? The effect a rebrand can have on a client is worth all the hours put into it. The stunned look you get from them when you make that initial presentation makes me feel like the work I do makes a difference. They leave with a renewed sense of energy for their brand. Seeing that transformation in them makes me even more invested in their success.

OF GREAT IMPORTANCE, DO YOU THINK DWAYNE (THE ROCK) JOHNSON IS REALLY NICE IN REAL LIFE OR DOES HE JUST WALK AROUND WITH HIS ABS AND MUSCLES OUT, TELLING PEOPLE TO GO FETCH HIM HIGH-PROTEIN BARS? For a guy whose cheat meal consists of 12 pancakes, 21 brownies and 4 large double dough pizzas (Google it), it doesn’t matter if he’s nice. I respect the man.

HOW WOULD YOU DESCRIBE THE COLOR RED TO SOMEONE THAT HAS NEVER SEEN THE COLOR BEFORE? Imagine that feeling you get when you crave your favorite food. It’s full of desire, passion, longing, the anger of knowing you can’t immediately have it and the creativity of figuring out how to get it.

WHICH DESIGN SKILLS/APPLICATIONS DO YOU USE DAILY (VERSUS OCCASIONALLY)?

I always have a pad of paper next to me. I’m a visual thinker, so I’m always sketching or jotting down notes to help me through my projects. And almost every sheet of paper on my desk has my daily hours scribbled on any available space. I HATE wasting paper. Oh, and ADOBE!

YOU TEND TO ALWAYS SKETCH YOUR DESIGNS FIRST, BEFORE CONVERTING THEM TO DIGITAL FORMAT, RIGHT? My first Art Director really instilled in me the importance of sketching. Sketching came naturally to me, but he made me realize that by penciling things out first, it expanded my thought process. Sketching things out first is really about getting all of the ideas I have (good or bad), out of my head and letting them flow through my fingers.

Then I look over the madness and find the ideas that stand out to me. I take those ideas and continue to refine them on paper and really stretch my thought process; adding reasoning as to why these ideas are working (or not). Once I’m happy with the direction I’ve gone I digitize them and further my experimenting and refining to get them just right.

OUTSIDE OF THE AMERICAN FLAG, DO YOU HAVE A FAVORITE FLAG FROM A DESIGN PERSPECTIVE? I’m a big fan of simplicity, so I love the flags of Switzerland and Japan. Both flags are red and white (I had to pick something red, right?) and feature a bold symbol centered on a single color which makes for an iconic design. A cool fact about the Swiss flag is that it is one of two sovereign-state flags that is a square. The other being Vatican City.

WHAT’S YOUR IDEAL JULY 4TH TO-DO OR A MEMORY THAT MAKES YOUR SMILE AS IT RELATES TO BOTH PATRIOTISM AND YOUR FAMILY? On most years, my whole family gets together at our family house along the Potomac for fireworks and beers.

I have many fond memories but the two that probably stand out the most are when everyone was gathered around while we shot off fireworks into the air. One mortar decided to hang in the air at eye level and explode. All I remember is yelling, “Get Down!” and diving onto the sand. Thankfully everyone was ok, but that put an end to the fireworks that night. The other memory would be when my nephew drove my dad’s truck into the river. That also involved me diving onto the sand.

WHO ARE SOME OF YOUR DESIGN HEROES? Fitting that you mention heroes, since a lot of my favorite designers work with comic and movie licenses to create limited edition posters. Olly Moss, Tom Whalen, and Matt Taylor are all illustrators and designers, and what I love about their work is that they create unique compositions to truly make one of a kind designs. Good luck trying to buy their posters at a reasonable price.

HOW DO YOU STAY ON TOP OF CURRENT DESIGN TRENDS? Typically I follow design blogs, but I really just observe what’s around me. Design is everywhere, so you don’t have to make an effort to stay on top of trends.

Just pay attention.

WHY RED THINKING? Family. Red Thinking feels like extended family to me.

There is a comfort level among the entire team that rivals any family holiday gathering. We laugh, we cry, we bicker, sometimes fit in work, but in the end we are a team and support each other no matter what. I’ve worked with Jen for 10 years now, and I consider her a second mom. Shay, you reached dad status a long time ago.

17

RED THINKING’S VALUES:

WORK TO LIVE

[NOT LIVE TO WORK]

DO WHAT YOU LOVE

GIVE BACK

BE PROACTIVE DELIVER WHAT YOU PROMISE

[AND THEN SOME] redthinkingllc.com