The Greenlight Blog

I'm not sure what to say about the people who don't have iPhones. It's not that I'm judging you for your lack of trendy electronics. I just don't know how you SURVIVE.

I'm constantly traveling around the BIG D, and I love this city. There are endless opportunities for inspiration, but when I'm schlepping around kids, work and who knows what, I'm often grateful for the camera that's always in my bag. And now, thanks to the amazing Hipstamatic app, my pictures give the impression that I am an awesome photographer with a lot of free time to analyze lighting and effects. I am not.

The history of the Hipstamatic app is almost as cool as the product itself. Two brothers, Bruce and Winston Dorbowski fell in love with an old Kodak Instamatic camera that one of them received in 1972. Determined to create a similar product (since now this is no longer produced), they founded the Hipstamatic (from the Hipsta A1 lens), a camera that actually costs less than the film itself and takes very amateur photos. When approached to venture into the smart phone app market, they couldn't resist.

But I'm not the only one who loves this $1.99 gem. While other filter apps have come and gone, Hipstamatic has proven to be especially prolific, and I think it's because of the unique qualities it offers. Previous products made pictures look silly, but this one makes just even the most mundane image look retro and artsy... basically, this camera is to snapshots as greenlight is to ad campaigns.

Just take a look at some of my "work":

Erik's 1970 Bronco taken just south of downtown Dallas. I love the contrast of the vintage truck against the modern city.

If you're a Texan, I don't need to explain any more. Was this taken in 1910 or 2010? The world will never know.

My girlfriend Meredith with her three week-old baby, Madison. Not to give myself too much credit, but this could be framed and kept forever. So sweet and timeless.

But, my point is not that you should get the app. You totally should, but again, there's more to learn here. What this simple program demonstrates is our cultural obsession with old-fashioned imagery and simpler times. So when we advertise to consumers, it sometimes makes sense to incorporate the same mentality. We call it "heritage branding," and we believe in the importance of lasting impressions and remembering the past, despite progressive movements for modernity.

I am convinced the iPhone/Hipstamatic combo perfectly represents our approach to just about everything. Advancement and nostalgia don't have to be mutually exclusive - in fact they shouldn't be! Sometimes the trendy can be classic, and just because it's been done before doesn't mean we can't put a new spin on it.

Plus - there's no chance this app will let you take a bad picture. Ladies, you know what I'm talking about.

-Olivia

 Here are the things you probably know about me:

-I work at an advertising agency. Obviously, I am good at my job otherwise they wouldn’t let me write this blog.

-I am a mother of two of the cutest kids you’ve ever seen. I cook fabulous dinners, I go to tee-ball practice and I take trips to the zoo on a regular basis. There’s no doubt I’ll be one of those “cool moms” when they get older.

-I throw awesome parties. They usually have themes, gourmet food and 20-30 of my closest friends.

So clearly, I am not a lazy, apathetic individual who cares only about herself. But I do have one major downfall: I can’t grow a plant to save my life. My thumb is so black I wear gloves to keep people from staring. I feel like I’ve tried everything too. The one time I managed to get a flower to bloom (which required no fewer than 7 tribal dances and a sacrificial offering of a Diet Coke 12-pack), my son, Jack, swooped in and plucked the petals right off of the stem. I’m 100% incapable, despite my best (okay, minimal) efforts, and this fact has been a point of frustration for as long as I can remember. I mean, I could pay someone to do it, but who has that kind of money?

And this got me thinking. Maybe, for some businesses, marketing is kind of like gardening.

I think more often than not, companies have more on their plate than they know what to do with. Spreading themselves thin, they say to themselves, “If there’s one thing I don’t HAVE to do, it’s advertising.” But if these worn-out brands want to flourish, it’s going to take patience, commitment to a campaign... and sometimes, a little bit of outside help.

So let’s make a pact to go green! Sure, you can recycle, but this is a different kind of sustainability. Keeping your brand fresh! And me? Well, I’ll try to spend a little more time weeding and watering, and a little less time wishing I had more time.

Keep these tips in mind:

1. Trim and manicure: If your advertising strategy is cluttered with old, dated verbiage and graphics, you need to prune. Get down to the basics and figure out what you really want to say. Dense messaging is as welcoming as a bunch of dead leaves.

2. Nurture: This is one of my biggest problems – I want immediate results! Remember that it takes time for campaigns and advertising to mature, but when it does, it’s all worth it.

3. Mix it up: A garden needs flowers, herbs, vegetables and leafy greens – not just one type of plant. Use a variety of tools to execute your advertising campaign like social media, print, video and online marketing.

I’m determined to make this happen – and this time I’m keeping my pots out of reach. Or maybe I’ll just hire a gardener…

- Olivia

Fashion. This example is, of course, the most obvious. Trends like bell bottoms, leggings, fedoras and jumpsuits all seem to come and go, and brand names are no different. Jordache, the late 70s/early 80s denim favorite declined in popularity through the 90s, but now they’re back and better than ever with Heidi Klum as their oh-so-sexy front woman. These are no longer your mother’s jeans, and like Great Aunt Louise, they just get better with age.

 

 Swatch watches have followed a similar path, hitting big in the 80s and falling out of favor until their recent upswing in popularity in the 2000s. I’ll never admit to wearing two watches at the same time, but if I did, only those colorful, whimsical Swatches could make me do it. And now, I pretty much want one in every color – they’re so much fun! PS: Nicolas Hayek, chairman of Swatch died suddenly on Monday, June 28. RIP. 

General consumer goods. When it comes to junk food and other indulgence items, absence always makes the heart grow fonder. Much like burnt-out cousin Gary from the 70s, Mello Yello is making a big comeback and holding true to its retro looks. I guess some things never change… Naturally, I would be remiss to not mention the Mini Cooper in this category, and let’s not forget Volkswagon’s New Beetle.

  This observance can be seen in all kinds of media as well – Michael Bay’s Transformer’s, the new remake of Hawaii 5-O (plus every other movie/TV update) and even covers of previously recorded songs by new artists and bands like She & Him who carry a distinctively vintage tune.  

So what does this mean for businesses trying to make a comeback? Connect with timeless values, improve but don’t recreate and show your appreciation for your roots. No matter what, I’m keeping my fingers crossed that perms are gone for good.  

-Olivia

I. Love. Tattoos.

Sometimes I feel like Angelina Jolie trapped in Julia Roberts’ body, and as great as it is to still be a glamorous lady, there’s an edginess that I absolutely crave. (Full Disclosure: I have three tattoos already, but they’re strategically placed and don’t quite satisfy my hankering. I’m talking a full sleeve here.) Maybe I’ve let my professional expertise infiltrate every aspect of my decision-making process, but if I started tatting myself up, I would completely change my personal image – my wholesome, trendy and you know, practically perfect brand. I would certainly get some sideways looks in the carpool line, not to mention when I’m at church, and don’t even get me started on the board room. I have a feeling CEOs of major corporations like La Quinta are looking for a little more “polish” from their associates.

But is it really so wrong? People seem to be lightening up a bit and embracing the grungier, more alternative fashions and lifestyles. Heck, even prim and proper J.Crew started a jewelry line with Fenton/Fallon, giving those cashmere twin sets something to think about.

And while people are seemingly becoming more and more comfortable with my favorite form of body art, even the quality of the practice has expanded to suit a more intellectual crowd. Using unique fonts and meaningful quotes, the latest trend involves carefully chosen words cleverly displayed instead of choosing a stock image off of a wall.

So, to resolve this issue, I’m going to treat myself like a client.

And if I were my client, I would tell myself that, if upholding my existing brand is a top priority, well then, this passion is going to have to go the way of my former obsessions and die out. HOWEVER, if this love for permanent modifications persists, I can always choose to rebrand and be a slightly more rebellious version of my former self. Sometimes a company needs a new logo and a fresher, more modern image, and maybe, for me, that involves the most amazing tattoo collection you’ve ever seen. It’s certainly a risk (I’d rather be a Jack in the Box than a Pepsi), but maybe that’s what’s so exciting about the experience in the first place.

Hmmm… decisions, decisions! Will I ever have the guts to do it? If I do, you will definitely be the first to know! For now, I’ll keep my tattoos to myself. What are your thoughts on tattoos, and how do you think they might affect my personal brand? Discuss!

 - Olivia

Greenlight is bouncing off the walls. We can barely contain ourselves with all the excitement. Erik Herskind has actually stopped talking about the Packers, he’s so worked up. And that’s big. What could cause this kind of hysteria? Three words: Deep Ellum Bowl. Greenlight loves bowling. Of course, we love the sport and the fact that we can do it while throwing back a few cold ones. Naturally, we enjoy reenacting scenes from The Big Lebowski. We especially love the instant gratification of knocking over those pins, and we secretly even like those slippery, flat-footed clown shoes. So the fact that someone is planning to open a hip and cool bowling alley in one of our favorite parts of Big D, Deep Ellum, is pretty fantastic.

The thing is, we don’t just love going bowling. For us, it’s about everything the activity represents and the affect it has had on our society. Bowling alleys used to be THE place to be, where people went when they weren’t at home or at work to simply hang out with their neighbors. It wasn’t an event or a special occasion – it was just the thing to do. If you get a chance, read Robert Putnam’s, Bowling Alone. This book points out that not only do people today not go bowling after work… they don’t participate in much of anything anymore.  Our social structures have disintegrated.

Geez, you’re saying. It’s just bowling, right? Maybe, but we think it’s more serious than that.

There’s a reason people get nostalgic. It’s because they miss the days when things like bowling and drive-in movies provided us with comfortable and approachable gathering places where we actually interacted with our neighbors.  We think it’s important that we don’t let those fading zeitgeists disappear. These places served as cultural epicenters, and we’ve lost touch with how important that is to our American framework. People today aren’t bowling… or joining political organizations or charitable groups or even getting to know their neighbors.  If we don’t look back and learn from the past, then how can we expect to create anything meaningful and memorable as a society, much less an advertising agency?

Greenlight believes bowling is one way to reverse this trend of dispersion and isolation – a revolution, if you will – to bring people together. Dallas needs something to get folks away from their TVs and computers and video games… something that will urge them to join teams and provide focus and social opportunities with no ulterior motive. You might even say that the bowling alley is the poor man's country club. Greenlighters have been searching for this very escape for ages, and we think others probably feel the same way – even if they don’t know it yet.

For these types of establishments, creating community has never been easier. If you have a restaurant or local shop, consider what it might be like to have a dedicated audience using your spot to congregate and mingle with neighbors, friends and family. That’s more than just business – that’s an INSTITUTION. With social media and instantaneous communication, there’s no reason why we shouldn’t be on the same page. Twitter, Facebook and other platforms aren’t leaving any time soon, and they should only amplify our ability to interact, not deter us. The important thing to remember is that, while exchanging information is faster behind a screen or a phone, it’s much more effective when it happens in person.

So if bowling still doesn’t appeal to you, then find something else. Use your Twitter powers and networking savvy to start something that gathers and motivates people, and give the past more than just a passing thought every once in a while. And if you’re into bowling (come on, you know you are) look out for the Greenlight team at Deep Ellum Bowl – we’ll be the ones taking it seriously.

It’s been several weeks since I decided to “live generically,” and if you’ve been following this blog, you know it hasn’t been easy. I mean, I actually bought and USED off-brand toilet paper! But, this challenge has forced me to determine why I choose specific brands and what advantages those products have over their competitors and their generic counterparts. And along the way, I realized there’s so much more to it than I could have possibly imagined.

I’ve noticed that I either a)buy something because it has emotional significance, b)buy something because I know the product is the best, or c)buy something because I need it even if I don’t have any real attachment. Of course, there is some overlap in these categories. For instance, I am a firm believer in the quality of Grey Goose Vodka, but I also enjoy the experience of having a classy cocktail.

Products that tend to fall within the first two groups are things like Heinz ketchup, Daisy sour cream, Kraft mac & cheese, Momma’s spaghetti sauce, Barilla pasta, Special K with red berries, and Buddy’s chicken. And of course, Charmin toilet paper. After trying the alternatives, I can taste and feel the difference, and it’s worth it to me to spend the extra money.

However, tin foil, antibiotic ointment, apple juice, beans (dry, not canned), bottled water, frozen waffles, deli meat, paper plates and hand soap are a few items I will always buy generically. After trying these products, the only change I saw was in my wallet.

But, in addition to shopping critically in terms of brand, I have also learned to question the origin of EVERYTHING I purchase, which has, perhaps, been the greater lesson learned. While debating apple sauce one day I thought, “Where has this been? What goes into it? Even if it’s a name brand, is it a good choice? Who’s touching my food?!?” I came to the conclusion that if I didn’t know or if I couldn’t find out, I wouldn’t buy it at all. And that day I bought fresh apples from the produce section.

And the great thing about opting for the “fresh” substitute (besides the fact that I no longer have to deal with an internal dialogue from my subconscious debating packaging and brand selection) is that I know, without a doubt, that it’s the RIGHT choice. Why would I eat something out of an aluminum can if I can get it straight from a garden? Why would I want my kids to eat something packed with sodium and syrups? I don’t! After realizing what really matters when buying goods, I know that I am healthier, my family is healthier, and I feel like I am an all-around more responsible wife, mother and human being.

You see, the more we question what we buy, the more retailers will be forced to maintain transparency and to put thought and care into how they process goods. So at this point, shopping is no longer about “generic or brand name.” I am focusing on looking beyond the logo and learning what’s inside the bottle or box… or whatever. Of course there will always be things I will purchase without hesitation, and I don’t feel guilty making exceptions in the name of happiness. I’m about 60% generic, 70% fresher and 100% more confident and aware when I walk into a store. And I think that’s a pretty good place to be!

Thanks for following me on my journey, and let me know what you’ve discovered while shopping. What factors contribute to your purchases? Share below in the comments!

[In this feature, Greenlight’s own Olivia Cole, a self-proclaimed “brand snob,” is running an experiment in advertising by giving up all name-brand purchases (HORROR!). Join us as she recounts her traumatic experiences.]

Last time I reached the profound conclusion that certain products affect me personally, and in order to achieve the full experience I have come to love and expect from them, the name-brand is essential. I think we all remember the Vodka experiment.

What I’ve learned most recently is that sometimes generic just isn’t as good, regardless of the labels or the packaging or the emotional attachment I have to them. When it comes to these purchases, you get what you pay for (and sometimes even less!).

For instance, I purchased paper towels (Value Red by Safeway at $.69 cents a roll compared to $1.18 for Bounty). Now, once I pulled it out of the plastic wrap, these paper towels SHOULD have looked, felt and functioned like any other paper towel. I mean, really, it’s a paper towel – how hard can it be? WRONG! It’s one thing if I’m camping in the woods and need to use paper towels on the hour, but for cleaning and sopping up the spills left behind from my kids, I need something substantial. And here’s the real kicker: the generic towels come on a smaller roll – you could run out completely on a good day! So basically the generic paper towel industry is a racket. DONE.

My next purchase was toilet paper. Full disclosure: I could have predicted this one to be a failure. I’m actually fairly impressed I took the plunge and bought it at all. I don’t even feel like it’s a luxury – but a necessity to have the highest quality toilet paper. There are no sacrifices in hygiene, which is why I’ll opt for quilted softness of Charmin every time. No need to feel like you’re in a ballpark stall from the comfort of your own loo. This is America, people!

Then came the laundry detergent. Talk about emotion! The kids’ good church pants were stained, and the generic soap just wasn’t getting the job done. After some vigorous scrubbing and major elbow grease, I had made little progress and lost total respect for the sub-par suds. I sent my hubby to the store to get the “good stuff” (Tide), and VOILA! The stains were out in the first wash. I never knew what I was missing. It must be the magic bubbles you see on TV – whatever their secret is, I’m a believer.

So let’s recap. This week was a major blow-out for Team Brand-Name.

Generic:

-          Second-rate, subversive paper towels -1

-          Scratchy, thin toilet paper -1

-          Worthless laundry detergent -1

Brand-Name:

-          The “quilted, quicker picker upper” lives up to reputation. +1

-          I just want to squeeze my Charmin, I love it so much. +1

-          If it’s gotta be clean, it’s gotta be Tide. For real. +1

So there you have it. We’ll tally the scores next time and I’ll reach a final verdict. Until then, share your thoughts about “Living Generically” and which products work for you and which ones don’t. Seriously, I’m tired of the disappointment!

[In this feature, Greenlight’s own Olivia Cole, a self-proclaimed “brand snob,” is running an experiment in advertising by giving up all name-brand purchases (HORROR!). Join us as she recounts her traumatic experiences.]

As you know, I’ve been doing my best to give up brand names – at least for the short term – as a way to take an introspective look at my spending habits and purchases. So far, it hasn’t been fun, but admittedly, I’m learning to make adjustments in my life that may actually remain permanent. (I know, I never thought I would say it either).

For instance, last week I told you about my grocery shopping experience and my general dissatisfaction with not only the labels, but the products themselves. As a result, I’ve just stopped buying packaged products because there’s no appeal. The best way for me to avoid buying brand-name is to just not buy at all. I’ve actually managed to replace these treats with healthier alternatives like fruits and vegetables, AND I feel like a better wife and mother for doing so (not to mention the fact that I’m saving money).

But, there are other areas of my life that I feel truly require brand-name products for total satisfaction.

First and foremost is Vodka. 

Now, I’m not the type of person who’s against drinking beer (no real brand name there!), and I don’t buy the most expensive wine on the menu. However, when I’m dressed to the nines and out on the town, I expect a drink that complements my classy, upscale state of mind. And that drink is a Grey Goose martini. It HAS to be Grey Goose. The last time I was out I tried ordering JUST a vodka martini, and I literally puked. It’s gross, and I’ll spare you the details, but it won’t ever happen again. But beyond my physiological disdain for the generic version, for some reason it just doesn’t FEEL the same. There’s something to be said for the experience of a product, and when you take away the brand there’s absolutely no emotional connection for me. Am I wrong?

Next we have shampoo and conditioner.

Again, I think this is a bit of an experiential problem. No, I don’t wash my hair dramatically like they do in the commercials, but I do feel better knowing I’ve used high-quality ingredients designed specifically for my hair type – and when you’re a redhead, that’s a pretty big deal! So I tried the generic, and while my hair didn’t fall out or anything, it certainly lacked its usual luster and it made me smell like I was in high school… in a bad way. Why is that generic shampoo has to smell like food? I don’t want to be known as a walking cupcake or candy bar. It’s weird.

As for other cosmetic products, I’m seeing comparable results – perhaps because there’s no real “experience” to be had in eye make-up remover and face wash… at least for me.

Let’s tally the results!

Generic:

Cheaper: +1
Healthier foods: +1
Satisfaction as a wife and parent: +2
Acceptable non-experiential cosmetic products: +1

Name-brand:

Vomit-inducing Vodka: -5
Lackluster shampoo and conditioner: -2

While living generically has gained some momentum, I think it’s safe to say the things I enjoy the most in life deserve to have some experience and emotion attached to them. I can justify losing the label on the rest.

Tune in next time for our “living generically” wrap-up and find out what Olivia plans to do post-experiment! As always, share your comments below.

I’ve known for a long time that my obsession with brand names is not a healthy one, but when faced with the option of buying generic or name-brand products – whether it’s groceries, clothes, make-up or DVD players – I can’t resist opting for the label I trust. I’m a smart enough woman to know this is an impractical approach to shopping, and I’m also determined enough to know I can change.

Few things in this world are both established and trendy. Both progressive and old-fashioned. Both strategic and creative.

Well we are. It’s fairly obvious by our extensive collection of Ray-Ban Wayfarers and 30-year-old boxes of Lucky Charms.

Let us explain.

It’s not that we love sunglasses and sugary cereals (okay we do, but that’s not the point). It’s that we love the idea of Tom Cruise sliding across the floor in Risky Business and the imagery in Don Henley’s 1984 hit “Boys of Summer” and even Vogue’s Anna Wintour with her icy stare. It’s waking up early Saturday morning just in time for Sylvester and Tweety and plopping down on the sofa with a giant bowl of marshmallowy goodness… and eating the whole box just to get the secret decoder ring at the bottom.

These are the things that define eras and cultures and people. And the amazing truth of it is that these things are just that – things. But throw in some advertising, identity, a strong campaign and a strategic plan and what do you get? Those pieces of plastic and sweetened oat bits become bigger. They become icons.

Iconic products and services transcend retail and marketplaces because they evoke emotional responses. What was once a commercial becomes cinema. What was once an ad becomes a piece of art. What was once a campaign becomes a legacy.

And at greenlight, that is our mission. To not only take your business to the next level and polish it, but to make it something truly memorable. And that doesn’t happen by accident.

Our team of highly experienced staff has a dedicated process designed with moving forward in mind. Using our Ten Lights methodology, we immerse ourselves in your business – learning everything we can to understand your culture and goals. We analyze who your target audiences are and what they’re like. We define your company’s personality. Then we take all of that information and create the things you need to express that personality – an identity that is all your own – and we execute it.

 Our commitment to these steps is essential to helping your business be the kind that is more than just a thing, a product or service. We want it to be something people get nostalgic about. That makes customers feel like you’re part of their family and their own personal history. That people collect and wear and keep for 30 years even if it’s no longer valuable.

So don’t think that love for all things vintage means we’re stuck in the past. Our “treasures” are a constant reminder of the potential we see in your company and the history we’re making right now. In this blog, we’ll explore past, present and future advertising and all the quirky things we’re doing in its name, so stay tuned for more from greenlight.

The question is… Are you ready? Set?

Let’s go!

     

Click here to download:

How_old_boxes_of_cereal_can_in.zip (94 KB)