An organizing idea:

Answers a business and communication challenge.Simplifies the complex.

Drives creativity in any channel.Organizes.

Here are a few of our faves.

Apple had done a great job at developing a passionate niche following. But they were in danger of being swamped by the PC juggernaut.

Apple’s attempt at a tech-based rivalry turned away many more new customers than it attracted. This lack of relevance was most obvious in their Apple Stores – plenty of foot traffic, but low conversion.

Apple was desperate, and the Holidays were approaching.We reframed the debate by focusing on common interests. And told the story in their most mission-critical environment.

Enough with the Mac versus PC.

Instead, let’s welcome everyone.

Let’s talk a about what our technology does,

not what logo it has on front of it.

No matter who you are, there’s someone on your Christmas list

who could use our stuff to get more out of life.

Hyundai needed to bring energy to their brand. They were perceived as a solid but bland choice, even by their own customers.

We identified something very interesting about those customers - that they researched their purchases more than any other car buyer.

Hyundais were not compromises after all! They were the result of people really thinking hard and seeing clearly.

truth junkiesdo not trust media or advertising.they trust themselves.they cut through the bullshit to findthe truth.they see the world more clearly.they defog.

The New York Stock Exchange, one of the most valuable brand names in the world, had completed its merger with the largest exchange in Europe. It could finally offer its investors and listing companies a true global marketplace.

The New York Stock Exchange was no longer all about New York, nor was it strictly only a stock exchange.

Amidst the financial turmoil of October 2008, we were asked to create an organizing idea that referenced NYSE’s heritage, but that also placed it at the front of the global, interconnected economy.

A sneeze anywhere causes a cold everywhere.

A revolutionary idea is spread and built upon instantly, massively.

A superpower wanes, and a handful of international trade agreements step in to take its place.

The world isn’t just changing. It’s exchanging.Ideas, opportunities, capital, culture.

NYSE Global. For an exchanging world.

The Gill Foundation wanted to convince people that being gay was not a matter of choice.

We suggested they would have more success if they engaged the vast middle of the population, the ones who did not have an entrenched position, the ones who had up ‘til now avoided the debate.

Our organizing idea was to create a non-confrontational metaphor - a puppy that was born different.

Poor little Norman.

He didn’t choose to be different from the other dogs.

He was just born that way.

Visit him at borndifferent.org

Norman walks into frame from left, stops and moos, then walks on a few more paces, moos again, and so on until he leaves frame on the right.The copy trails on behind him.

Moo

I love Norman for who he is.

Hire volunteers towalk around town cradling a Norman in their arms. The volunteer hands out factual leaflets detailing the argument for ‘born different’.