Thought Leadership—The Burbank Group, LLC

Television and cinema have used the notion of a dream to escape reality, indicate great expanses of time, highlight a learning lesson, or in the case of eighties mega hit, Dallas, eradicate storyline inconsistencies after an actor famously announced his decision to leave the show…and then didn’t.

Christopher Nolan’s mind bending new film, Inception, is based on the brain’s powerful ability to perceive and reveal information during sleep. Against a sea of Summer sequels and remakes, Nolan’s art seems to assert a hopeful sign that creativity is not dead (or, to quote Canadian band, Bare Naked Ladies, “It’s all been done, It’s all been done. It’s all been done before.”). The story has a labyrinth of levels, literally, but is the basic premise really such a novel concept…or, right down to the symbolic spinning top, is it actually a metaphor for branding and advertising?

In the film, a group of—we’ll call them dreamologists— unite for the ostensible purpose of inspiring an internal call to action that is actually against the direction of his assumed path. This man has to be convinced of the change in direction, so the dreamologists must win over his emotions. Process wise, their objective is to plant a thought in the sleeping target’s subconscious and let it grow organically. If successful, their recipient will believe this thought to be uniquely his own…and respond in kind. The film calls this process: Inception.

What about the world of the awake? How do we convince others to respond to us and act accordingly? Key to successful branding is the ability to emotionally connect with your desired audience and appeal to them in a personal or meaningful way, such that they evoke the response of brand loyalty and ultimately evangelism. Sounds like a less scientific, but equally psychological version of inception, doesn’t it?

Side note: Ironically, when I was looking for some hard hitting data to support a claim that Pamela Barnes Euwing’s “dream” was Dallas’ launch pad to oblivion, I learned that www.jumptheshark.com had been sold a few years ago and its impressive pop culture reservoir vanished into, perhaps, “Limbo?”

Ok, I am all for a strategically defined, well-placed message. Of course I am—that is a large part of my job. Think of it like our constitutionally given right to free speech, which is limited by time, place, and manner. If only companies followed those guidelines. So, when I see messaging that is senseless (or worse), untimely, or hampers action, I have to comment. Currently, there are a few examples to discuss…

Today’s focus: Verizon.

Verizon—a name that is indicative of what…? We’ll discuss the power a name can yield in a future entry. Right now my issue with their messaging comes in the form of directory (lack of) assistance. Yes, you can reach an automated operator 24/7, but why must you listen to so much blather? Instead of just the usual question, “What city and state, please,” you are now forced to hear a run-down of other categories your inquiry can include. Really? Did a vast number of directory assist users not realize that they could ask 411 for the number of a restaurant, a store, or their dentist? I find that hard to imagine—especially since “411” is slang for information and has long been incorporated into our verbal culture.

The other misplaced and useless messaging at 411 is their new, sugary, syrupy, digital “Thank You for your call” that is played before the slow reveal of your requested number. People use this service, ostensibly, because it is supposed to be the quick, low-maintenance way of accessing information? Does the automated “gratitude” expressed feel authentic or fake? Does it make you want to use the service more often? In my opinion, if I am using the service to hear the information requested, then making me wait by listening to a generic comment reduces the purpose of calling in the first place. Just give me the number and save the commentary. If you want to show customers thankfulness, do it in a time and manner in which it will be received as a gift and not a procrastination tactic. Try lowering the cost of dialing 411 during this troubling economic time. That would definitely get attention!

On a recent trip to Manhattan, I was thankfully able to eek out a few minutes of time for the Museum of Modern Art (MOMA). The wall of Monet water lilies was inspiring, of course, but what truly caught my eye might surprise you… There, heralding the row of abstract, chaotic Vasily Kandisky (1866-1944) works was a comment by the Russian born French artist that caused me to stand in contemplation. To the tourist that offered me some sticky notes and a pen, “Thank you!”

The wall read, “Kandinsky stressed the impact of color and its association with music, explaining that ‘color is a means of exerting direct influence upon the soul. Color is a keyboard. The eye is the hammer. The soul is the piano, with its many strings.’” 

What struck a note with me (couldn’t help it!) was how inline this is with what I have always said–creating a durable brand, from concept, to look and feel, and to marketing and advertising messaging, requires the same kind of imagination that preparing gourmet foods, writing a best-selling manuscript, producing a piece art, and even litigating a case all necessitate. Ultimately, the end goals are focused on delivering the message or creating an experience for your intended recipient. Chefs, authors, artists, and lawyers all create a reality for their audience. So, here’s to your concertos, Mr. Kandinsky…

FOR IMMEDIATE RELEASE 

The Burbank Group, LLC. Rebrands Georgetown University’s DC Alumni Club

September 28, 2008-Rockville, Maryland. The Burbank Group, LLC. a corporate branding specialist, led by President Karen M. Greenwald, was hired to reinvigorate the branding of Georgetown University’s DC-based flagship alumni club.

Located in the Washington, DC area, footsteps beyond Georgetown University, the DC Alumni Club is the largest of all of the University’s affiliates, the Club boasts a constituency of approximately 40,000-and this year, membership was made available to a larger array of the Georgetown community. The Club also commenced two new solutions for members: enterprise sponsorships, and a “members only” jobs board. The Burbank Group worked with the Club’s leadership, giving them strategic counsel, a new “look and feel,” and a stronger online presence (www.dchoyas.org).

“The DC Alumni Club needed a website that would appeal to alums of every age and could successfully encourage them to join, stay updated, and actively participate,” said Greenwald. “The Club now has its own brand identity and logo.  The newly launched flexible website focuses on the visitor’s experience by balancing contemporary aesthetics, with a considerable nod to Georgetown’s centuries-old tradition.” This is highlighted in elements such as photography taken by Events Chair, Sean Redmond, and sidebars whose contents change with each click on to a page. The Burbank Group, “…gave careful consideration to laying out the site so that something relevant was obvious for every age and interest. For the sake of utility, an interactive events calendar, sponsorship section, and jobs area have been added.”

Club President, Stephanie Ortbals-Tibbs remarked about changing their previous “best kept secret” status, “We had a higher quality product than we were letting on. Karen recognized this from the moment she began consulting with us, and suggested solutions that have transformed both our image and operations for the better. Our new web site design is ideal, offering a modern yet timeless design, user-friendly features for club members and volunteers, and top-quality architecture and programming. This is a site that serves us well now, and will be useful for years to come.

Meg Chambers, Associate Director, Market Development and Alumni Engagement, works with the Club and also commented about the new branding efforts, “We are thrilled with the outcome of the site. It meets the D.C. Alumni Club’s needs and is much more user friendly.” She added, “Working with Karen was a pleasure. She wanted the best possible outcome for the Club and wouldn’t settle for less.” Chambers commented that Greenwald’s, “…dedication and willingness to listen to our needs shows in the final product.”

Ortbals-Tibbs was so impressed with Greenwald’s product, that she offered her a leadership team position-namely, “Brand Consultant.” According to Ortbals-Tibbs, “Karen went above and beyond for us as a client: she has both keen attention to detail, and impressive long-term vision. Her level of communication and respect for the customer was amazing. It’s been a fantastic partnership.”

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ABOUT THE BURBANK GROUP, LLC.

Located in Rockville, MD, a D.C. suburb, The Burbank Group is a premier boutique branding shop. We work with domestic and international clients, offering fresh and imaginative services to define, strategize, and deliver your message. From award-winning creative content, brochures, websites, media work, and logo design to marketing counsel, and sophisticated flash movie creation and production, our persuasive, inventive solutions focus on your ultimate goals. From technology firms, educational institutions, and attorney clientele to the hospitality industry and everything in between, The Burbank Group helps clients get the attention they deserve.

For more information, visit: www.burbankgroup.net

ABOUT THE GEORGETOWN UNIVERSITY DC ALUMNI CLUB

Founded in 1880 at the request of then President Patrick Healy, SJ, the Alumni College establishes a constitution. In 1881, all alumni clubs and organizations are formally combined to form the Georgetown University Alumni Association. The DC Club is Georgetown University’s flagship alumni club, serving the needs of Washington, Maryland, and Virginia based graduates of the university system, faculty and staff of the Georgetown University, and parents and friends of alumni. The Club offers several types of memberships, a wide variety of activities, events, and networking opportunities.

For more information, visit: www.dchoyas.org