Moving On Up...To The East Side

We launched the Razor Branding blog two years ago. Hard to believe the first post was back in 2007 and now over 200 posts later, we are moving on.

Although the Blogger platform served our early needs well, we have grown up and WordPress is the right fit for how we are growing and where we are going.

The functionality and integration with our website is very exciting. As our social media presence grows it is great to be able to unite all of our efforts around our website, keeping everything connected.

As a reader of Razor Branding Blog, we hope you will make the move with us.

Please click here, check out the new and improved blog location and subscribe via email or reader to continue receiving new posts as they happen.

We look forward to your thoughts and feedback. Thanks.

Brand Buzz: Ebay

Tune in at 5:20pm every Monday to FM 105.1 or online (www.kpel1051.com) to listen to Brand Buzz with Jaci Russo.

Each week we discuss a different social media application and how you can use it to enhance your brand.

This week's topic is Ebay.

Ebay is well known for the ability to buy and sell stuff, but it is also a true networking site. The feedback features allow consumers to share information about sellers and their products.

The Ebay community is a very large and very strong force in the world of retail sales.

If your company isn't a part of it, should you be?

Tune in to Brand Buzz to hear more discussion on the topic and be a part of the conversation.

For more information, you can download the Ebay 101 white paper.

Please join our Facebook page at
Or you can follow us on Twitter at

Please let us know what you think. Feel free to call or send your questions and we will answer live on the air.

5 Reasons Why Coupons Don't Work

Ahh, the good old days.

Manufacturers used traditional media, mainly newspaper, to advertise a coupon.

Stores went one step further and on certain days of the week the value of the coupon would double.

Times have sure changed.

Even during a recession people can't be counted on to redeem their coupons.


Why would anyone ignore the chance to save money?

1. Time: Gone are the days of housewives who can take time away from their bridge game to clip coupons. Even if someone doesn't have a full time job outside of the home they are way too busy with other commitments to keep track of $1 off coupons.

2. Memory: Often, with so many details to track in every day life, it is near impossible to remember that which is not the most important. If an ad drives a consumer into a store and they have to remember to "say you heard it here" the chances are slim and none they will remember unless they heard the ad in the parking lot, and even then it's doubtful.

3. Pride: The generation of the Great Depression and the one that followed were programmed to save. Save money, save leftovers, save used tinfoil if they could. Even in the depths of a recession there are scores of people that are too concerned with how people will perceive them. The pride from saving hasn't become popular again.

4. Embarrassment: Too often the clerks have not received the message correctly from corporate and don't know about the promotion. If the consumer has taken time to clip the coupon and remembered to use it and takes pride in saving money only to have the employee at the register hold up the line to check with a manager, they won't be too inclined to do it again later.

Each of those can be overcome, but the biggest reason why coupons fail:

5. Relational v Transactional: Consumers make decisions to purchase based on relational or transactional rationales. In some cases, they will drive across town to save a dollar yet in others, they will spend five figures with a company without any comparison research because they believe in the company and are total brand advocates.

If you have done your job right, then you have been attracting relational consumers, not transactional ones.

You have been engaging consumers and they have a true emotional connection with your company.

Brand advocates don't need a coupon.

Members of the tribe don't look to save $1.

Your marketing success should be based on total sales performance. Not the redemption of just one coupon.

Which would you prefer? Redemption of 30 coupons or an increase in same store sales of 10%?

Focus on your relational customers and let your competition deal with the $1 off transactional ones.

Jaci Russo
Sr. Partner/Brand Strategist

As a Teenager in the 80's

I was truly devastated to hear of John Hughes' death last week. Although we have lost a number of icons from my childhood recently, Farrah Fawcett and Michael Jackson come to mind first, it is John Hughes who spoke to me.

He was a storyteller. More than any other film maker at the time, John Hughes really seemed to understand what I was going through.

Maybe it's because we were both born in February, just 3 days apart..well 20 years and 3 days but I think the point is still valid.

I could find myself in the group of misfits in The Breakfast Club. I actually invested a considerable amount of time and effort getting in trouble with the hopes that my all girl catholic high school had a detention program that would be as much fun.

As a writer on Some Kind of Wonderful he captured perfectly the pain and angst of being in love with your best friend and then suffering through having to watch him fall in love with someone else. The story of my life through middle school and high school. Perhaps if I had just learned to play the drums like Mary Stuart Masterson then I could have won Eric Stoltz's heart at the end too.

Sixteen Candles...Pretty in Pink...Molly Ringwald was living my life, only with better hair, wardrobe, lighting and she always got the guy in the end.

Of course I can't leave off Ferris Bueller's Day Off and Weird Science. These are the movies that really defined my generation at the time, and provide a time capsule look into life in the 80's.

I felt like John Hughes truly understood the challenges, and at times misery, of my life better than anyone else on the planet. But it never occurred to me to write him a letter and thank him. It never occurred to me that he would want to hear from a lost teenager in Louisiana.

Alison Byrne Fields did. She wrote John Hughes a letter in 1985 and thanked him for The Breakfast Club. As she explains in her blog post, Sincerely John Hughes, he wrote her back, which was so much more than she expected. But he sent a form letter, which was so much less than she hoped for. Their pen pal relationship continued for two years and I think it probably benefited him as much as it touched her.

I have an entirely new level of respect for this great man and his capacity to touch people. That a very busy director at the top of his professional game would take time out of his schedule to write to a teenager, what a gift.

While I was reading her post, I realized how much social media unites us all. A number of media outlets, including The Washington Post, Wall Street Journal, and the LA Times, just to name a few, picked up on the story of her pen pal relationship and featured it on their websites.

Beyond just the rapid fire ability to share information, the social media network unites us and our life experiences in the same way John Hughes' movies did. We can relate. We share a connection that develops an emotional bond.

How will you use this power today? Who will you touch?

Jaci Russo
Sr. Partner

KPEL Brand Buzz: MySpace

Tune in every Monday at 5:20pm on KPEL (www.kpel1051.com) for another weekly edition of Brand Buzz.

Today's topic is MySpace.

Each week Brand Buzz explores different applications that make up the social media network.

Today we are discussing MySpace.

Is it dead?

Was it replaced by Facebook?

Is there even any point to mentioning it at all?

MySpace still has a seat at the table and merits examination.

Tune in to KPEL at FM 105.1 or online www.kpel1051.com at 5:20 to learn more and to be a part of the conversation.

Please join our Facebook page at
Or you can follow us on Twitter at

Please let us know what you think. Feel free to call or send your questions and we will answer live on the air.

Jaci Russo
Sr. Partner/Brand Strategist

Vote Early, Vote Often

Fuel Lines, a leading resource for advertising agencies across the country, holds a monthly poll to determine the best ad agency blog. With almost 62,000 advertising agencies in America, we are honored to announce that Razor Branding Blog has been nominated as a Blog of the Month for July.

As a fifth time nominee, we are in it to win it, and starting to feel like we are always a bridesmaid and never the bride.

If you have been a faithful reader, and enjoy Razor Branding Blog, please vote for us now by clicking here.

If you are new to Razor Branding Blog, please review our previous blog posts, links are on the right side of the page, and then click here to vote.

As they say in politics, please vote early and vote often.

We appreciate your support.We are very honored that Razor Branding Blog was nominated as a blog of the month by Fuel Lines.

Please click here to vote for Razor Branding.

Jaci Russo
Sr. Partner/Brand Strategist

KPEL Brand Buzz: Slideshare

Tune in every Monday at 5:20pm on KPEL(www.kpel1051.com) for another weekly edition of Brand Buzz.

Today's topic is SlideShare.

Each week Brand Buzz explores different applications that make up the social media network.

Today we are going to look at a tool that might make your presentations and research a little bit easier.

SlideShare provides a place to post and review presenations in pdf or power point.

It's a great way to demonstrate your expertise. You can also share presentations amongst team members in different locations.

Sharing items of interest to you just got a whole lot easier.

Tune in to KPEL at FM 105.1 or onlinewww.kpel1051.com at 5:20 to learn more and to be a part of the conversation.

Please join our Facebook page at
Or you can follow us on Twitter at

Please let us know what you think. Feel free to call or send your questions and we will answer live on the air.

Jaci Russo
Sr. Partner/Brand Strategist

Who You Know or What You Know?

I am often asked about the difference between Twitter and Facebook.

Depending on the person doing the asking, there are a number of different answers that might make sense to them.

Facebook is for the people you already know and Twitter will help you reach the people you want to know.

Facebook is about who you know and Twitter is about what you know.

Facebook is all inclusive and Twitter is enhanced through third party apps.

Facebook is profitable and Twitter is still looking for a way to monetize.

Facebook is personal and Twitter is professional.

But I think the best way to differentiate...

Facebook is about sharing an emotional connection that encourages engagement (branding) and Twitter is about sharing information.

This study, by Social Media Today, illustrates the amount of time that users spend with a link whether they click through from Digg, Facebook or Twitter.

Both have a great benefit - how will you use them today?

Jaci Russo
Sr. Partner/Brand Strategist

Push or Pull?

There are two really only two types of marketing:

inbound or outbound

push or pull

Which one do you think your consumer will respond better to?

You will be so much more successful if you can find a way to draw them to you. Attract them to your product. Be so great that they seek you out.

This goes far beyond a smart logo and a pretty print ad. This is about having a product or service that is better than your competitor.

This is about knowing who your consumers are.

This is really about having giving your consumer a better benefit.

This is about being so great that your consumers are seek you.

It is possible. It's about having a brand that serves as an attraction engine. People see themselves (who they want to be) in your product.

The foodie that wants people to know they shop at Williams Sonoma.

The accountant who sits behind a desk all day but gets his identity from the Hog he rides.

The lawyer that believes beyond the shadow of a doubt that BMW is the best car on the road.

The designer that could never consider using anything but a Mac.

Attract your consumers. Be the brand that they want to identify with. Give them a tribe to join.

Jaci Russo
Sr. Partner/Brand Strategist

9 Ways to Tell Your Brand is Struggling.

1. You think that you are your target consumer. It happens all the time. The CEO and CMO nix an idea because it doesn’t appeal to them. Unless they fit the the demographic and psychographic profile exactly, they can’t base decisions on what they like.

2. Your touchpoints are not aligned with the market. It is very easy to spend a lot of budget and not reach the right people. If you are still using a distribution or retail network when your consumers are online, you are incurring unnecessary costs and missing big opportunities.

3. You are known by your founder, and not your product. Your founder hasn’t been with the company in 50 years. The patents and processes that he created have been outdated for decades. If the only thing you have to talk about is the past, how are your shareholders going to feel about your future? Just because your company is named after the guy that started it all, you still have to find a way to grow beyond that.

4. Your media plan stays “consistent”. Habits change. New channels open. You have to be flexible enough to be where your consumers are – and realize that it changes, often.

5. Your Brand Identity is indicative of the year you were founded. If you are still using a type treatment and mark that hint of tie-dye and bell bottoms, your consumers are not going to feel confident that you have a handle on the world they live in.

6. You can’t tell the difference between you and your competitors. You may think you know how you are better, but you can’t verbalize it. You struggle with answers about price or people or service but don’t have a clearly defined reason that explains your excellence.

7. Your product is not keeping up with the times. Turn around times, terms of service, packaging, environmental concerns and technology are all evolving. If you don’t keep up, your consumers will leave you behind.

8. You would rather broadcast to your consumes instead of conversing with them. If you are waiting until this whole ‘social media thing’ blows over you are going to be blue in the face pretty soon from holding your breath. Meanwhile your consumers are developing relationships with your competition, the ones that know who they are and what they have to offer.

9. Your consumers are aging. They discovered you when you were young and they were young. It was a match made in heaven. But now they are older and are spending less and less every year. You have to create a connection with the younger emerging demographic groups or you will lose all of your customers to attrition (aka death).

The question now is, What are you going to do about it?

Jaci Russo
Sr. Partner/Brand Strategist

Have You Ever Thought About...

I don't get any credit for finding this video. It was featured a while back by my new favorite blog, The Shortest Blog In The World, a few of the posts really made me laugh out loud.

Here is a link to her post, Have You Ever Though About How Far...

Wow - Check out this video.

I can't figure out what is more amazing to me -

the idea of still using pay phones?

sending a fax from the beach?

or that I remember these spots so well I would have sworn they were on the air just last year.

Hope you enjoy the trip down memory lane.

Jaci Russo
Sr. Partner/Brand Strategist

What's on Second?

For the past three years, times were good. Very good.

Businesses were successful, often in spite of themselves.

Now, not so much.

The question used to be,

where do we advertise?

Now it has to be,

Who are we talking to?

What are we saying?

The message is infinitely more important than the medium.

Who are you talking to?

What are you saying to them?

How is it different from every one else?

If you can't answer these questions in one sentence, you need to take a quick look around and figure it out. Your competition is already working on their answers.

Jaci Russo
Sr. Partner/Brand Strategist

Winning Sales Strategy?

The old adage that you can attract more flies with honey than vinegar seems pretty quaint in this day and age.

Yet there are some sales people who need to be reminded of this principal.

It seems to me that if someone is giving you less business than usual you have only a few choices on how to proceed.

Assume they are a lost customer and take them off of your mailing list

Assume that there is a problem and ignore it

Assume that they are now in a relationship with your competitor and get mad about it

Or, and I know this next one is a little crazy,


Ask them to lunch.
Ask them what has changed with their business.
Ask them what they need that you aren't providing.

Mostly, just ask.

Why would you assume and then react?

If you want to know why you are no longer getting business from them, ask them. Find out why. You might be really surprised about what you hear.

But, I can guarantee you that you will never know if you don't ask.

Jaci Russo
Sr. Partner

Brand Buzz: FriendFeed

Tune in every Monday at 5:20pm on KPEL (www.kpel1051.com) for another weekly edition of Brand Buzz.

Today's topic is FriendFeed.

Each week Brand Buzz explores different applications that make up the social media network.

Today we are going to look at a tool that might make your participation a little bit easier.

FriendFeed provides a number of ways to engage and converse.

You can automatically update Flickr, Twitter and YouTube.

Sharing items of interest to you just got a whole lot easier.

Tune in to KPEL at FM 105.1 or online www.kpel1051.com at 5:20 to learn more and to be a part of the conversation.

Please join our Facebook page at
Or you can follow us on Twitter at

Please let us know what you think. Feel free to call or send your questions and we will answer live on the air.

Jaci Russo
Sr. Partner/Brand Strategist

The Impact of a Guitar

By now, you have probably heard about United Airlines smashing Dave Carroll's guitar. And then, when United did nothing to rectify the situation, Dave wrote a song and release a video on YouTube chronicling his woes.

With close to 4 million hits and hundreds of blogs and articles relaying the details of this situation, the story has been studied from all angles.

I wondered about the impact.

Does it really matter to a huge global corporation that a Canadian singer songwriter was mad at them and made a music video about it?

Well, when you read the following article by Chris Ayers, you realize just how impactful one man and his guitar can be.

by Chris Ayres
"Meanwhile, within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars."

We write a lot about the power of a brand and the need to monitor your reputation online. United has 180,000,000 reasons to change how they respond to these situations and develop a better plan for next time.

What do you think? How could United have responded better?

Jaci Russo
Sr. Partner/Brand Strategist

PS - If you read all the way to the bottom of Chris' article, you will find an interesting tidbit about a local Lafayette, LA story...on the website of a UK newspaper. The Internet unites us all.

Which Cow Do You Prefer?

Branding is about an emotional connection that a consumer has with a product that drives them to prefer it.

The word "brand" is derived from an old English word that meant "burning stick", enabling owners of livestock to use an image to signify their ownership of the herd.

This distinctive mark on the cow differentiated it from other herders and identified them as coming from a certain breeder, the area where they grazed, and therefore a perception about the quality of the meat.

For example, the cows from the lower valley ate the greenest grass which had the most nutrients and produced the most tender meat.

As people tried the cows from a specific herd and found it more tasty, then the word would spread through the countryside that a certain herder's cows were better than others. That reputation would allow for all of the cows with that particular brand on them to fetch a higher price at market.

Compare that to the products of today and think of shirts with an alligator on the left chest or jeans with a red tag on the back pocket. The perception by consumers is these products by Lacoste and Levi are better and therefore they can demand a premium price at the register.

Their brand brings them value.

Do your consumers perceive that your product is better? Do they think that your products graze in the valley and have the most nutrients?

What can you do to differentiate your product and make it better than the competition?

Jaci Russo
Sr. Partner/Brand Strategist

Do You Budget For Outcomes?

There appears to be a trend in corporate America, and it started even before the recession knocked on our doors.

In one meeting on the 9th floor of corporate headquarters, someone in accounting decides what the marketing budget will be for FYnow. Then, up on the 14th floor, in the sales department, the goals for the next year are set.

So a memo arrives on the desk of the Marketing Director with a budget determined by one department and a sales goal determined by another, and now a plan has to be created.

I'm sure it sounds crazy, but wouldn't it make more sense to actually budget for your outcome. Set the sales goal and then decide how much it will take to reach that goal.

First determine what you want to accomplish.

Then decide on the who.

Next determine the how.

How much should be last. Obviously it might have to be adjusted. But, wouldn't it be great to adjust it with the outcome in mind?

To start with the budget already decided and then try to figure out how to accomplish the goals is really the same as beating your head against the wall. Except at least with the wall you might actually start to make a dent in it.

Do you budget for outcomes?

Jaci Russo
Sr. Partner/Brand Strategist

Why Do Consumers Pick Your Product? Is It Your Product?

Do you really know what makes your product great?

Before you start listing a series of features that read exactly like the ad of your competitor, let me stop you.

Dig deep.

Think hard.

Please tell me what makes your product better than theirs.

Please tell me what your product can do for your consumer that your competitor can't.

Wait, I know you are going to say "quality". Even though you are probably right and your product is of a better quality than every one else, please realize that you aren't the only one in your space that thinks their product is the best quality around.

Do you have a point of operational excellence?

Are you better than the other products?

Do you have a unique selling point?

This is marketing 101 but it can be a challenge. It requires a long look in the mirror and some pretty deep digging.

But it's worth spending the time to think about it.

If there is something about your product that makes it superior to the competition, then the real fun begins. How do you position it? How do you explain this point of excellence in a way that will cause your target audience to react? How do you change the conversation?

Jaci Russo
Sr. Partner/Brand Strategist

Brand Buzz: Web 2.0

Tune in every Monday at 5:20pm on KPEL for another weekly edition of Brand Buzz.

Today's topic is Web 2.0, also known as "the social web".

Each week Brand Buzz explores different applications that make up the social media network.

Today we are going to take a step back and look at the big picture of the social web.

Why are people engaging online in this new way?

How does this affect your website?

Can your company continue to have a static website that is really nothing more than a brochure online? No. So, what next?

Your consumers want to be able to have a conversation with you and your products. They want to be engaged with the brand. They want to wear the merch and declare their membership in the tribe.

Do you make that possible? Or does your presence on the internet, or lack of presence discourage that?

Tune in to KPEL at FM 105.1 or online www.kpel1051.com at 5:20 to be a part of the conversation.

Please join our Facebook page at
Or you can follow us on Twitter at

Please let us know what you think.

Jaci Russo
Sr. Partner/Brand Strategist

Why Do Consumers Pick Your Product? Is It Your People?

Branding, at it's core, is the emotional connection that consumers have with a product.

Often, managers think that a customer's connection with a company or product is due to the people at the company.


Do you really think that an employee, any employee, is so irreplaceable that the only reason that your customers buy from you is because of said employee.

Unless the customer is related to the employee, it is highly unlikely.

Don't get me wrong. I think some employees are fantastic. They truly embrace the corporate culture and support the mission of the company in all that they do.

Some employees do a great job of reinforcing the position of the brand.

But, make no mistake about it, even the most incredible employee on the planet won't create brand advocates with an inferior product.

They pick you because they believe that your product is the best. That doesn't come from their interaction with just one touchpoint, like an employee. That belief in the brand becomes entrenched when it is supported through all touchpoints.

So how do you communicate your brand to your consumers? As great as your employees may be, they are not the end all be all of your brand. What else will you do today to tell the story of your brand? How will you connect on an emotional level with your consumers to change the conversation?

Jaci Russo
Sr. Partner/Brand Strategist

Why Do Consumers Pick Your Product? Is it Your Price?

A key component of branding is to establish value in the mind of the consumer.

When a customer has a gut reaction to and a strong feeling towards a product then price is a secondary consideration. Sometimes price isn't even a consideration at all.

Why then, would your company position your product as a commodity and get into a price fight with your competition?

Do you want to target the type of consumer that is going to drive across town to your competition to save a $1 (transactional) or do you want the type of consumer that will always buy from you without even considering your competition, no matter how low they go (relational)?

Ask Best Buy which consumer they prefer.

A few years ago, Best Buy and Circuit City were in a knock down drag out fight to determine who would be the THE consumer electronics store of choice. Throughout history, there have been companies waging a war like this - Mac vs PC, Nike vs Reebok, Coke vs Pepsi.

Unlike those companies, Best Buy didn't outspend the competition in an attempt to buy the attention of the most consumers. Quite the opposite. They put together a plan to reach less people.

What?! Less people, you might ask.


Fewer, but better consumers.

See, what Best Buy did was analyze their current consumers and determine which ones were transactional and which ones were relational. The relational customers provided more profit with less hassle.

The transactional consumers were easily identified. They were the consumers who shopped with coupons and would often make a purchase only to return it because they found one less expensive some where else. The transactional consumers were purged from the database. No more email or direct mail for them.

In addition, the arrangement of the store was changed and the training of the salespeople was modified. The goal was to improve the experience for the relational shopper thereby improving the engagement.

It worked. Best Buy's sales increased and more importantly so did their profit.

And I'm sure you know what happened to Circuit City.

So, do you want to position your company in a price war? Do you want to go after the transactional consumer?

What can you change to better target the relational consumer and stop making it all about the price? How can you change the conversation to focus on value?

Jaci Russo
Sr. Partner/Brand Strategist

Why Do Consumers Pick Your Product? Is It Your Customer Service

A major component of branding is consumer engagement. How you engage your customer goes a long way to determining how they feel about you.

When asked, most companies state 'customer service' as one the ways that they engage their customers, strengthen their brand and stand out against their competition.

When asked to define it, they describe customer service as a friendly smile and an offer to help. Customer Service, to them, is represented by general civility and friendliness.


It seems like being polite should be the bare minimum of the human existence.

Customer Service, if executed in an extraordinary manner can provide a point of operational excellence.

The following customer service points should be a part of your organization:

1 - Be Your Consumer - Put yourself in their shoes. Approach your company from the outside and think about how your customers interact with your company. Is it easy? Is it pleasant? Does the process encourage someone to be a customer or make them want to run away?

2 - Be Prompt - Answer your phone calls and emails promptly. The more frustrated the customer, the faster your response needs to be.

3 - Be Generous With Information - Every question that a customer might have should be answered in an easy to find place on the website and through whomever (or whatever automated attendant) answers the phone.

4 - Be Equal - Treat every consumer as if they are the most important customer. The customer who makes a small purchase today could be the largest single buyer tomorrow.

5 - Be Empathetic - Assume that your consumer has a very valid reason to be upset. Listen to them completely and then discuss how you can be of assistance.

6 - Be Memorable - Give a part of the experience that is unexpected and will give your customer a reason to speak well of you.

7 - Be Empowering - Employees want to be great. Give them the discretion to make decisions that will benefit the company and they customer.

8 - Be Curious - Ask your customer questions. Find out everything you can about who they are and what they are looking for. You will find out if you are providing or if your competitors are.

9 - Be Fun - No one wants to do business with a company that isn't fun. Find a way to be fun and more importantly make it fun for your customer.

10 - Be Extraordinary - How can you go above and beyond the call of duty? How can you exceed their expectations? What can you do that will give them something to go away talking about?

CNNMoney.com reports on 6 companies that have made outstanding customer service a part of their mission:

Nurse Next Door, Vancouver BC

Genesis 10, New York, NY

HyperFit USA, Ann Arbor, MI

John Robert's Spa, Cleveland, OH

SimplySoles, Washington, DC

Threadless, Chicago, IL

There are a few things that you have to make sure to avoid.

1 - Don't break your promise - If you tell your customer that you will get an answer to them today, be sure to do it. Tomorrow will be too late.

2 - Don't hide behind technology - Be accessible. If you only provide a website and voicemail for customers to relate to, how can they engage?

3 - Don't be frustrating - If you use complicated terminology or even worse use "policy" as a defense mechanism then your customers will be very angry with you and your company.

4 - Don't forget your manners - Be a good listener. Don't interrupt. Say please and thank you. A little bit of kindness goes a long way to making someone feel better.

If you really want to claim Customer Service as a way to stand out in the crowd, you will have to make that service extraordinary.

What can you do to go above and beyond the call of duty?

Jaci Russo
Sr. Partner/Brand Strategist

10 Principles of Good Design

In honor of Walter Landor's birthday, today, we profile another German designer who contributed so much to our field.

Dieter Rams was a German industrial designer born in 1932. His 10 principles of good design are still true to this day:

  • Good design is innovative
  • Good design makes a product useful
  • Good design is aesthetic
  • Good design helps us to understand a product
  • Good design is unobtrusive
  • Good design is honest
  • Good design is durable
  • Good design is consequent to the last detail
  • Good design is concerned with the environment
  • Good design is as little design as possible

Rams once explained his design approach in the phrase "Weniger, aber besser" which freely translates as "Less, but better." Many of his designs — coffee makers, calculators, radios, audio/visual equipment, consumer appliances and office products — have found a permanent home at many museums over the world, including MoMA in New York.

It is great to see the tenets of our industry still hold true today.

Jaci Russo
Sr. Partner/Brand Strategist