"The strongest principle of growth lies in human choice."

Mary Anne Evans, known by the pen name George Eliot was an 18th century leading novelist, journalist, translator and I would have to add a visionary to that tall order. Nowhere since the recorded history of mankind, were we flourished with so many choices and options with an underlying layer of sameness. The sameness is so monotonous that it looks like the flat lands of North Dakota. To rise above this tedious monotony is our strongest challenge and hence our strongest growth.

Marketers (from trade shows to social media) of today has to be entrenched in this advantageous place that Mike Gospe calls The Marketing High Grounds. When marketing leaders at every level have empathy and profound understanding of their target market, so much so that they become customers' advocate: a connection emerges and a creative path forges that cuts through the clutter and brings home the point across.

Tell Me More. These are the 3 most important words that marketers love to hear from their target audience. All marketers agree that successful selling is not about selling but story telling. And... you got it right. People will pay more attention if the story is about them: if they understand that your product will add benefits and or solve problems in their daily living. Once that is achieved, the world class marketers move on to telling their prospects how and why their products are better than any alternative. The story should always end with a validating success story and an affirmation of the of the benefit statement. Mike Gospe gives us Personas, Positioning and Messaging in his new playbook for B2B marketing professionals: The Marketing High Ground. He states, more is not better. It is normal human psychology to be everything to everybody. Marketers throw a multitude of features and benefits at prospects requiring them to sort out what’s really important. This only confuses the issue and lengthens the sales cycle. "A positioning statement challenges marketers to hone a simple statement that identifies the target market (via the persona), names the product and maps it to an appropriate category, prioritizes a benefit most relevant to the persona, and clearly distinguishes its uniqueness against the nearest competitive alternative."

The great Italian polymath, Leonardo da Vinci comes to my mind as the master of subtle suggestion. He aggressively exploited the technique of sfumato (the fine shading that produces soft, imperceptible transitions between colors and tones to form a smoky effect) to bring forth this power of subtle seduction. His fabled work, Mona Lisa is a masterful manifestation of this technique. Da Vinci was well versed in the seductive power of limiting knowledge. He recognized that when things are open to interpretation, we are driven by our imaginations and our creative interpolations. The result: the bliss of an eternal enigma; Mona Lisa.

Mathew May, author of Shibumi Strategy says "Leave something to the imagination by limiting information". He says, because human spirit is indefinable the power of suggestion is exalted as the mark of truly authentic creation. Finiteness—dotting every "i" and crossing every "t"— is thought to be at odds with nature, implying stagnation and loss of life. In Zen terms this is the principle of Yugen. As Mathew puts it Leonardo Da Vinci and Steve Jobs both recognized the power of Yugen in art and business. The mysterious smile of Mona Lisa seduces us to arrive at different interpretation every time we look at her because, of the missing definition of her mouth. Leonardo was a master in blending light and shade. He used light to define forms, model them and create the illusion of depth. His softened sfumato contours dissolve into the shadows and into light.

May goes on to mention, when Apple launched iphone, Steve Jobs only demonstrated it once at Macworld 07. It did not go on sale until June. In between there was this long silence.  The bloggers and Apple loyalists took over and interpreted with creative modulations. The iPhone "tipped" over even before it went on sale. Rest is history. 

The seduction of suggestion is very evident in the design of Pivot Point Regatta Pop Up trade show booth. It seduces the viewer into fancy contemplation. It creates a sense of informal restlessness. It entices the viewer and acts as a silent prompt to engage in a conversation with the booth staffer.

The Art of design now becomes the Art of Business!

In 1977 intangible asset value were roughly comparable in value to tangible assets. By 2007 intangible assets were worth three times that of tangibles, reflecting our move to a post-industrial world where intellectual property and services drive the global economy...[that is the potential of your brand.] Source: Millward Brown Optimor analysis

A Brand is a Pledge, a Vow, a Guarantee, a Promise.
A Brand is a Hallmark of Trust.
“A brand is not a product. It is the sum total of everything a company [school] does — the good, the bad and even the off strategy — that creates a large context or an identity in the consumer’s mind.” Scott Bedbury. An established brand is a living, breathing abstraction. The brand AT&T is the case in point. In 1984 AT&T Bell System ceased to exist. It was chopped up in 8 different units. After turbulent 10 years, SBC Communication (disruptive innovation at work) acquired the brand AT&T and re-established the brand in it's former glory.

A Brand Promise is supported by Positioning, Communication and Operation.

1. Establish what you want your Promise to be.
2. Create an Expectation in the Customer's Mind of what the Promise is.
3. Deliver beyond that Expectation. Reinforcing Trust is Vital.
   The Key: Do Not be Afraid to Stand for Something. Take a Position. In today's flat world, the brands that will succeed globally are the brands that represent an ideal, that transcends beyond the functional, appeals across products, categories and culture.

“The most powerful and enduring brands are built from the heart–if people believe they share values with a company, they will stay loyal to a brand.” Howard Schultz, Chairman and CEO, Starbucks Coffee Company. Such an iconic brand is Sun-Maid. In 1915 Miss Lorraine Collett posed as the Sun-Maid Girl. She would become one of the world’s best known trademarks and the anchor of Sun-Maid’s packaging and advertising. On her 90th Anniversary, in 2006 Miss Lorraine Collett made the leap into this animated persona, entering the 21st century. In 2010, at the PMA trade show she was rightfully given the attribution of a world class brand, larger than life, delivering promise, reinforcing trust.

It is the passion and the vigor of the designers that breathes life into products. It is the authencity and comfort that matches people's desire, makes the product momentous.

"Really successful brands have cultures people can partake in." Ron Pompei.
Some brands like Anthropologie, Apple or Whole Foods have made that leap. The Portfolio Retail Design Luminaries Awards this year was presented to three outstanding individuals who have demonstrated unparalleled creative excellence, exemplary professional leadership and unwavering personal commitment to the design industry—lighting the way for others, inspiring us all with their accomplishments and visionary guidance. The Luminaries are: Ron Pompei, Ken Nisch and Andrew McQuilkin.

As shown, the product designs above, will be a splash of freshness in the trade show industry. The ever popular pendant lights takes a new form with this à la mode Poppy Lamps designed by Hive Mfg. Co. Inc. Lounges, that are current in trade show gatherings can be enthralling with the handmade Bloom Armchair designed by Kenneth Cobonpue.

It is these design visionaries that light the path for others to follow. They move the masses and leave a legacy that which is unexpected. This piece is my tribute to them.