Author Archives: Stephanie Shum

End of Term Reflection

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Time sure flies by when you’re having fun. It’s already time to reflect on what I’ve learned over the last 3 months. Looking back on my last post, I definitely have to agree that keeping things simple (not to mention staying calm) has been a life saver.

First and foremost, I never realized how much of a visual thinker I was until being in the d.studio and having an almost endless supply of post-its, whiteboards, coloured paper & markers, etc. to work with. Like someone mentioned at the beginning of the term, it’s like a playground for “mature” university students. Visual Thinking allows for you to see ideas laid out in front of your eyes. It allows you to see the bigger picture. Most importantly, it allows for you to expand and refine your thoughts. Just yesterday as my group finalized our presentation plans – we filled a whiteboard with a web full of ideas branching out, then realized we needed to take a step back and look at the picture. Pulled out some post-its, wrote down our main headings, and posted them onto a fresh new whiteboard so we could see the root of our different ideas. Here’s a sneak peak of our fun:

EV Brain Storm

I found that the ability to physically organize my ideas so I could see the different ways of piecing everything together allowed me to better establish connections between different concepts and strategies.

I’ve also found that learning the Assumption Dumption has allowed me to improve my analytical skills. Even just in life, it reminds you to look at things from a different point of view. This technique also motivates you to say whatever’s on your mind and not silence your inner creative voice as there’s not much risk to being wrong since technically, a “wrong” idea would be then reversed to the “right’ idea. Learning to do this has really allowed me to truly think out my ideas before rejecting them, and see a positive in all negative scenarios (and vice versa). Specifically with the Electric Vehicle Design Process we are delivering to Van Houtte, it has allowed us to think in the shoes of the different audience members – and to recognize the different tones and information needed to address and engage their interest to this project.

Going back to my first post, I made the goal of trying to land in the “Design Thinking” zone. During the first chunk of the term, I was constantly asking myself to figure out what the steps of design thinking were. After Violet Tam (you can find her eye-catching blog here) presented the Double-Diamond Design Process Model in her mini-lecture, I finally understood that it was not one set criteria. The beauty of creative design is that there is no set way. True, the Design Process has checkpoints/phases outlined – but different projects will require you to start at different phases and also require you to re-visit others in no particular order. I finally realized that this is what the d.studio pushes you to do – think on your own terms based on your project, not based on given steps. Creative design is not like accounting, there is no set formula or spreadsheet to audit, it is not like logistics where a chain of operations must flow a certain way. Creative design is really what it sounds like. Be creative in your thoughts and design, design them to be presented in a creative way; and repeat the cycle constantly until you are truly happy with all the parts.

To recap, here’s a fun animation to sum up some of the best moments of the term. Here goes (click the animation to view):

 

Thank you to the d.studio team of classmates, teachers, and mentors for pushing me to find my creative side! The interaction and the support that we have given each other was unlike any other class I’ve had in my undergraduate degree. Best of luck to you all in the future!

Reflection 1

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It’s the start of a new term and my blogs for the next few months will be inspired by new design strategies and thought processes developed through the Sauder d.studio course. To compare my thinking before and after the next 4 months, I’m going to begin by analyzing my thought process now. In April, I will reflect back on how my thought process has changed and hopefully evolved.

In his article, What Good Does Design Do For Business?,  Thomas Lockwood recommends that businesses should invest in a strategic design process that creates the five areas of what he calls the new Design Mix: creative collaboration, innovation, differentiation, simplification, and customer experience.

Simplification.

In an era where we’re a fast-paced, time-crunched society, we are surrounded by daily complications of our careers, our education, technology, and life. Yet, I have come to realize that we are also culprits of continuously feeding into this vicious cycle.  When we now look at solutions to problems, instead of looking for a simple “quick-fix”, we often think that a solution must be complicated to solve a complicated problem. I’m guilty of this as well. From my experience, overnight cold medicines never works the night before an exam, cheap “quick-fixes” for cars never end up well, so why should I believe that business solutions are any different? I’ve come to realize we need to get back to the basics. Being an avid athlete in high school, this is something our coaches would always remind us to do. In a business sense, the basics of 2013 is design. You pay attention to how you create a solution with what is around you.

I could really improve on this. I feel like sometimes as a student, you’re trapped in a mindset that “more is better”. When we write an essay that has a five page limit, we try to write to the bottom of the fifth page. When you’re asked to come up with three interesting facts, you come up with five. But in reality, we really should be focusing on “less is more”. I really need to learn to step back, pinpoint my problem, and look at how I can most effectively create a simple yet effect solution.

Roger Martin also proposes another very interesting thought on Design Thinking. At the AIGA Make/Think Conference in Memphis, Texas in 2009 – he presented the following visual:

Source: http://europe.atech.com/blog/design-thinking-for-bpm-can-enable-innovation1

In my opinion, I view the left as the “Safe Zone” , and the right as the “Danger Zone”. The left, is what is most dominantly found in businesses today: strategies that are reliable – but not necessarily useful. Over the two months, my goal is to challenge myself to head towards the right side of this spectrum – the “Danger Zone”. As I’m writing this – I already see a problem.

Creativity shouldn’t be seen as danger. We associate being creative and thinking outside the box as being risky – when in reality, it shouldn’t be.When thinking of trying to influence consumer behavior, we often apply theories that have been “proven”. Contrarily, Roger suggests that the words “Prove” and “It” are two words that will never lead to innovation.

However, my end goal is to land somewhere in the 50/50 mix – the “Design Thinking” zone.  I feel that it’s important to live through the extremes of both the “Business People” and the “Designers” before one can then reflect back on the two experiences and realize where the middle point is. Finding a balance to these two polar opposites and embracing a new way of business strategy thinking will be a rewarding challenge.

Mercedes and their Smart Cars, or the B-list.

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A while back, we had an in-class discussion about whether Mercedes Benz was tarnishing its brand image by releasing a lower end model. My group member , Alice, whom I recently found out drives the same car as me (great taste!), seems to share the same opinion as I do, on the Benz matter as well. To quote her post,

“It’s the fact that Mercedes is now everywhere on the road that really turns me off.”

Couldn’t agree more. With the amount of Mercedes’ out on the streets now, it feels like they’re beginning to decline in their product life cycle. They’re starting to spit out anything they can (there’s now 14 different classes), and it’s getting repetitive. I mean, it’s not like they’re selling model after model of SLR McLarens. I’ve only seen 2 SLR’s over the past few years, and I see about 2 B-classes every 10 minutes driving in Vancouver and Richmond. I don’t find it prestigious nor perceive it to have a high value when I see it everywhere, every time. Nothing new.

Mercedes prides itself on luxury, and new technology. Neither of which I see any more. Unless I look at this:

but it’s not a Benz.  It’s the Hyundai Genesis, base cost of $40,000, is just $10,000 more than the B-class. The highest end of Hyundai vs. the Lowest end of Mercedes, A sports car vs. an “all around car”.

It’s just a matter of time that Hyundai will increase it’s perceived value, as long as it sticks true to its brand name and image – “Affordable New Cars”.

Like we’ve learned from the beginning, “your brand comes from the promises you keep”.

Mercedes may have then proceeded with “promises are meant to be broken”. Bold. Very bold, but not that smart. So much for Smart Cars..

Foursquare for free food?

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Don’t get too excited yet, unless you’re big on dog food.

But first, what is Foursquare?

Foursquare is a popular website that allows users to “check in” at places they are and earn points to unlock badges. The application has platforms on smartphones, check ins through texts, and real-time updates on Facebook, Twitter, etc.

TechCrunch has an article that talks about the benefits towards businesses that engage their customers with Foursquare. Companies offer free drinks for those that check in a certain number of times or reach a certain ranking (ex. “Mayor of ___”). A great pull promotion strategy for many restaurant – type businesses.

However, most of us only recognize Foursquare as a medium to other companies, and have had little if any actual reward from Foursquare itself.

An article on AdFreak sheds light on a cross promotion between Foursquare and GranataPet (a German pet food company). In short, GranataPet has set up billboards that urge users to check in on Foursquare, which then triggers for dog food to be dished out for your four legged friend to enjoy.

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As GranataPet themselves put in their video, they want to catch the attention of their “target group” while also giving the pets something to enjoy. Not only that, but the interactive billboard also attacks all steps of the AIDA model. The large colourful billboard attracts its customers/target group, then they are interested to check in on Foursquare to see what will happen. Their desire/action to do so thus lets their dog have a free sample. The owners watch as their dogs are enjoying the treat and might go straight to a shop to buy the food that they seem to like so much!

Looks like GranataPet has successfully leashed their customers!

The battle of the sodas.

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I was reading Marketing Mag again, and another article caught my eye.

Coke vs. Pepsi.

We’ve always known the two soft drink powerhouses to be the first and second, but just recently, a change in the the US market has put both Coke, and now Diet Coke ahead of Pepsi.

AdAge, another of my favourite blogs also had a similar article.

Both Marketing Mag and AdAge questioned whether it was a smart move by Pepsi to suddenly drop from the loop of Super Bowl commercials this year. Instead, they chose to give $20 billion in grants to consumers as opposed to spending it on celebrity endorsements in the new Refresh Project. I personally had an encounter with the project since a friend of mine was working the promotion. In short, students were asked “what do you care about?” and then had the opportunity to take a picture, proudly holding their idea written on a whiteboard in front of a select background of their choice.

I must be perfectly honest, this push promotion strategy seemed to work at the time, and I was intrigued with the concept behind the project. But since the picture, I have forgotten about the project until now (that was in Oct.) and the picture is probably buried under some marketing notes in my room. In fact, when I think Pepsi, I think about this commercial:

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and not the project.

So perhaps a funny commercial with a well-known celebrity is a lot more long lasting? Especially since only a select few will have their Refresh ideas granted, as opposed to using a celebrity in a pull promotion.

Coke, the long leader seems to do this well. With a well-known product placement in popular reality singing competition – American Idol and its long-time sponsorship of the Olympics since 1928!

Roll out the change for roll up the rim!

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I was driving home from lunch today and feeling a bit tired, I decided to grab a coffee on the way home since I still had an afternoon class. And then the little voice in my head kicked in and  I thought maybe I’d just save the extra drive (don’t even get me started on the gas prices these days) and make myself a coffee at home, or even better, hope that I still have an energy drink left in the fridge. And then it hit me…

http://www.marketingmag.ca/wp-content/uploads/2011/02/timhortons_1102.jpg

Rrroll up the rim.

Marketing Magazine reveals that Tim Horton’s has been keeping the success of the famous promotion on the down low. The main purpose of the promotion is to reward the loyal customers. Although redemption rates are said to be high, I must say I have been unsuccessful in winning anything so far: 0-1.

However, what attracts customers are the prizes. Like the article mentions, Napoleon, this year’s barbeque donor, admits that the brand recognition and brand awareness they are getting is huge. Their name is now plastered on who knows how many cups, and windows of Tim Horton’s all around the world-a lot of exposure for an Ontario based company. I can tell Napoleon that their partnership was well worth it. I will admit that I have never heard of the brand until I eagerly read my large double-double to see what kind of prizes I would be winning, and although I didn’t expect to win one of the bigger prizes in just one try (my Facebook updates tell me I’m about 20 or so cups behind winning even a coffee/donut), I now remember Napoleon, and I remember barbeques.

Toyota also comments on how the promotion allows them to better their perceived value.

Tim Horton’s and their partners:

http://rocketlounge.files.wordpress.com/2009/03/photo-5.jpg

myself:

http://4.bp.blogspot.com/-Ux7VVWXYtbE/TW2enReLmRI/AAAAAAAAAXY/30DxkKdJwhw/s1600/tim%2Bhortons%2Broll%2Bup%2Bthe%2Brim.jpg

First The Force, now The Drive.

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Volkswagen’s super bowl ad was it’s first display of the company’s attempt to penetrate the US market. Jim Henry of BNET reports that Volkswagen is looking to spend $4 billion dollars in the US market to push the company’s sales objective up to 1 million sales. However, they can’t just stop in the US.

Volkswagen Norway took this into their hands, literally. AdFreak features the new interactive print-ad that VW Norway has created. I’ll let the video explain itself:

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One comment specifically caught my eye,

“thus creating a successful ad (viral) which is seen by more people regardless of those who actually see and experience the ad physically”

Although the cars may not be out on the market yet, by featuring them in such memorable ads, they are trying to cover the five components of brand equity: brand awareness, perceived value, brand loyalty, brand associations, and symbols/trademarks/patents. They know that there is no trial-ability in the products yet, however, the main purpose of such ads is to get potential consumers to remember the name.

They want consumers to be aware of the Volkswagen brand and what it has to offer. For example, with the Darth Vader ad, they wanted for customers to value that Volkswagen can not only meet the needs of a businessman, but for his son as well. In terms of the virtual ad, both existing and potential Volkswagen customers are able to test out the new features that the car has to offer, and as well, although it may not be legally implicated, they will now be remembered as the first brand that created a “virtual drive” for their customers through a simple iPhone app.

Perhaps next time we are looking for a vehicle upgrade, The Force will bring us right into the Volksagen dealership.

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Has BMO gone too far off the road?

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My MasterCard statement came in the mail today, and after the usual glance of wondering when I had time to rack up the charges, I was about to toss it aside until the second page of my statement caught my eye:

I trust my MasterCard with BMO, and if I wasn’t a loyal TD customer, I’d trust BMO to do my banking as well. But my car? Roadside assistance seems like a brand extension that’s gone further off the road than a flat tire could take me.

But to give it a fair chance, I decided to dig into the details. Currently a BCAA member, I decided to compare the two to see if I was missing out. I compiled a side-by-side comparison of the two basic packages:

The two basic packages offer almost identical services. 4 calls per year, BMO offers 10km maximum of towing, while BCAA offers 5km free or to the closest garage. The only difference? Pricing. The objective of BMO’s pricing is heavily sales orientated. They offer a low price of $69 per year (compared to BCAA’s $87.25) in order attract customers and increase sales. This is an excellent example of strategic penetration planning – trying to establish a solid customer base in order to sustain long-term market share.

On the contrary,  BCAA is able to focus on profit orientation. Because of its already established brand reputation, it can focus on prestige pricing and offering products at higher prices as a reflection of their higher value.

It’s a little to early to tell if BMO will be successful. However, was this diversification the right step? Or should their brand extension have led to a different path?

On that note, my friend Kevin has an entertaining entry on brand extension fails to keep your mind rolling.

The next big thing

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For all categories in the world, there’s always a check-point to let you know you’re doing okay. You can almost retire from acting when you win an Oscar. Of course, that line can be quite subjective, success itself is subjective to what your goals and expectations are. However, being a bit of a sneaker queen, to me, nothing says “you’re awesome” until you’re put onto a pair of Nike’s.

The Next Web features an article that displays three Nike Dunk’s customized by David Reese.

First, we have, the Firefox.

http://thenextweb.com/shareables/2011/02/21/nike-sneakers-featuring-firefox-twitter-and-google/
Initially released in 2004, this web browser is now the second most used browser in the world. Firefox is reaching the middle-end of its late majority stage in the consumer adoption curve. Internet Explorer users that wanted to leave convert have already done so, and it’s a matter of whether Firefox can retain its users from leaving them for the up and rising Google Chrome.

Which brings me to the second “you’re awesome” winner of the night, Google.

http://thenextweb.com/shareables/2011/02/21/nike-sneakers-featuring-firefox-twitter-and-google/

Initially our favourite search engine, Google has invested in market development and have now also satisfied our needs for email, chat, browsers, photo editing, (and the list goes on). At this stage, we may be aware of Google additions, but it is still in the early  majority stage as many of its products are relatively new and not as over-used just yet.

Which brings me to the last sneaker of the day. The “little birdie that told me”,

http://thenextweb.com/shareables/2011/02/21/nike-sneakers-featuring-firefox-twitter-and-google/

Twitter.

Although it has not reached the level of Facebook, tweeting has taken blogging, social media and networking to another level. Tweets, can only be 140 characters long, refraining users from having, as one of my former teachers used to say, “verbal diarrhea” for the lack of a better phrase. Companies have taken to twitter to keep their consumers constantly updated with news and “twitter contests” to their followers. It’s also a platform for a short update, or updatessssss (one too many) from friends without knowing too much or nowadays, too little about them (without having a face-to-face conversation, what are those anyways?) However, Twitter has just reached its early majority, many are still unaware of its powers. Not everyone has caught up to speaking in acronyms like LOL and GTL, so keeping up to date and uncomfortably close to our friends in just 140 characters is still a little ways away. TTYL !

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Although I’m a loyal Blackberry user, I must say that Apple has proposed a very appealing alternative market over the years. The 2010 Apple talk has revolved around the FaceTime technology that is now compatible with iPhone4’s and the 4th generation iPod Touches. My friend Mandy breaks down one of the iPhone4 ads in her blog: here.

However, like I mentioned, I’m a loyal Blackberry user, but still wanted to test out the new technology, so I did some information searching to find out what the new iPod Touch had to offer.

and then I found it.

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all kinds of fun.

What’s fascinating about this ad is that all kinds of fun also means all kinds of segmentation, targeting, and positioning that Apple has to do in one ad.

In segmentation, Apple tries to reach across many different aspects of the demographic segment, for example, it tries to appeal to different age groups with different games and apps being displayed. The psychographic and behavioural segments are reached as well.

Apple itself as a brand has a highly differentiated/multi-segmented target. However, the iPod Touch and this ad specifically aims to use an undifferentiated targeting approach. This is ONE product that can cater to anyone.

Lastly, positioning. Apple as a brand itself has positioned itself on the high spectrum of many characteristics – innovation, sustainability, level of technology, different products, to name a few. The iPod Touch does the same. The ad stresses that this one product can be good for everyone, and as well, highlights all the technological aspects of the product as well. By being able to meet different preferences, Apple hopes to leave consumers/ad viewers with a “high ranking perception” of the product and thus positioning themselves in front of their competitors.