Creativity with Purpose
1 week ago
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If luxury fashion brands did fast food:

McFancy via The Cool Hunter

If luxury fashion brands did fast food:

McFancy via The Cool Hunter

Cite Arrow via mellabrown
3 weeks ago
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Our Calendar of Festivals & Events- created for Failte Ireland- is in today’s Irish Times.

Our Calendar of Festivals & Events- created for Failte Ireland- is in today’s Irish Times.

3 weeks ago
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Want to reach a customer’s heart? Try their stomach.
There is something very American about this idea - yet it is also quite appealing. (At least to a sweet tooth like me.)
In two relatively disparate market sectors - hotels and airlines - two established US brands have built their brand difference on giving fresh-baked cookies to customers. (Click on the picture to read a NYT article about these accidental confectioners.)
Midwest Airlines started their cookie-iniative in the mid 80s, after an inquisitive employee discovered that the (rather limited) in flight cooking facilities were actually great for baking cookies. Just imagine the powerful aroma of baking as it wafts around the confines of a plane: It would be a sensory overload hard to resist, and creates a tangible promise of real hospitality in an industry better known for plasticity and discomfort.
Hotel group DoubleTree Hotels’s commitment to the cookie promise extended to refit of all their reception desks: Each now has a heated “cookie drawer” to keep them warm and ready for each guest’s arrival. In a sector where the promise of a warm welcome is frequently diluted by a cold reality, the gesture of a warm cookie makes a memorable difference.
Caveats do apply: Yes, the idea is not very on-message for current worries about obesity and healthy eating: Yes, the idea is relatively generic and easy to copy; And yes, one warm cookie will not solve an otherwise dreadful customer experience. But as a way to turn a brand promise into a memorable and tangible experience, these warm cookie are a powerful tool.

Want to reach a customer’s heart? Try their stomach.

There is something very American about this idea - yet it is also quite appealing. (At least to a sweet tooth like me.)

In two relatively disparate market sectors - hotels and airlines - two established US brands have built their brand difference on giving fresh-baked cookies to customers. (Click on the picture to read a NYT article about these accidental confectioners.)

Midwest Airlines started their cookie-iniative in the mid 80s, after an inquisitive employee discovered that the (rather limited) in flight cooking facilities were actually great for baking cookies. Just imagine the powerful aroma of baking as it wafts around the confines of a plane: It would be a sensory overload hard to resist, and creates a tangible promise of real hospitality in an industry better known for plasticity and discomfort.

Hotel group DoubleTree Hotels’s commitment to the cookie promise extended to refit of all their reception desks: Each now has a heated “cookie drawer” to keep them warm and ready for each guest’s arrival. In a sector where the promise of a warm welcome is frequently diluted by a cold reality, the gesture of a warm cookie makes a memorable difference.

Caveats do apply: Yes, the idea is not very on-message for current worries about obesity and healthy eating: Yes, the idea is relatively generic and easy to copy; And yes, one warm cookie will not solve an otherwise dreadful customer experience. But as a way to turn a brand promise into a memorable and tangible experience, these warm cookie are a powerful tool.

1 month ago
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We’re operating a virtual studio today: The picturesque weather that hit Dublin yesterday made cross-city commutes nigh impossible, so we sent home the designers with computer (or files) in hand. Brendan’s managing ice-station Nutgrove today, while everybody else logs in from the relative comfort of home. Hope you’re all enjoying the weather!

We’re operating a virtual studio today: The picturesque weather that hit Dublin yesterday made cross-city commutes nigh impossible, so we sent home the designers with computer (or files) in hand. Brendan’s managing ice-station Nutgrove today, while everybody else logs in from the relative comfort of home. Hope you’re all enjoying the weather!

1 month ago
1 month ago
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2009: A year when Ireland’s bestselling book was the (partly-fictional) story of a much-loved brand.

2009: A year when Ireland’s bestselling book was the (partly-fictional) story of a much-loved brand.

1 month ago
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A quirky Christmas Tree made with recycled bicycle wheels to promote Re-Cycle, a UK charity that sends refurbished bikes to Africa. Design by the wonderfully named (and very worthy) Sarah Wigglesworth Architects.

A quirky Christmas Tree made with recycled bicycle wheels to promote Re-Cycle, a UK charity that sends refurbished bikes to Africa. Design by the wonderfully named (and very worthy) Sarah Wigglesworth Architects.

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