November 16, 2006
News & Opinion: Make A Wish… Or Three
If you happen to have a real brand challenge in mind, this might be a good time to write down your own Three Wishes. If you dont have a specific product in mind, use something on your desk or within your eyesight for right now. It could be a cell pjpme, your favorite pair of jeans, a paper clip, your chair, your cat, the HVAC system in your homeanything. Me? Ill choose a stapler. Now once youve chosen your product, go ahead and give it Three Wishes. How about a new brand name? Maybe you want to create new line extensions of the brand or product you selected? Are you looking for the new form, design, package or shape for your object? Write it down and write your wish list for your product.
Here are the Three Wishes for my stapler:
- I want to make it hipper than the standard Swingline black-armed version.
- I want to be able to charge more for a nicer design.
- It should be easier to load staples and to actually use than the current fare.
Although this may seem like a pedantic and limiting step to take, approaching brands creatively requires discipline and focus above all else. So if you start with a clear understanding of what you are looking for and work within the tight restraints of your promise or idea, you will not be overwhelmed by all the possibilities, and youll have a much better chance at arriving at a great brand solution.
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By Lynn Altman
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.