Chapter 18 of The 22 Immutable Laws of Branding. The Law of BordersThis chapter definitely applies to big brands more so than the smaller brands that I come in contact with on a daily basis, so take note if you want to become an international player.Have you ever noticed how the magic word for a lot of brands and products is "imported?" Cars, beer, wine and clothes always seem to be better if they've come from a foreign country, if only in own minds. Though they may not be better because they were made in another country, there is an added value, since the value lies in the consumer's mind.Does anyone doubt the value of watches from Switzerland, cars from Germany or Japanese electronics? Every country has its unique perceptions, and when a brand is in sync with its country's perceptions, it has to ability to become a global brand.Heineken isn't actually a german beer as many people think. Its Dutch. But with a name like Heineken and the close geographic location consumers actually think it is german. (They've actually distributed coasters with "printed in Germany" prominently  displayed.) Heineken also lucked out that Germany's biggest exported beer is called Beck's. What I learned: In order to make it as a global brand, you must embrace what it is about your brand and the culture it stems from.

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… or just want people to think so.

A little while back my grandfather passed away. My parents inherited his car with 5k miles on it. They gave us their old car (Lexus) and said pay us whatever you sell yours for. We were instantly rich or in serious debt. We suddenly became the best house in our neighborhood to break into. We had to get new richer friends. We began getting the best tables in the best restaurants. Then we moved into a new tax bracket. Not really, but by owning a Lexus people assumed different things about us. I knew it would happen too. Unfortunately the stuff you buy says something about you. More than that it's the places you hang out, the friends you have, even the way you talk. They all set the perception, they describe your brand.

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Recently, I got to work on a creative's dream. It was a contest that we helped our friends at Sixthman develop to promote the Mayer Craftcarrier 2 Even Craftier Cruise. Here's the big idea, you simply take something then make it even craftier. Put it all on video and then upload it to the contest site. Then John Mayer selects which video is the most crafty, and the winner gets a free cruise!

We developed the crafty identity and even made the "How To" instructional video! At one point in the office, Nick (my fellow designer) was working with a glue gun and macaroni, while I was doing ridiculous over the top caffeinated announcer voice overs!

One thing I love about this project is that we leveraged a social media, Youtube, to host all the videos. This did acouple of things, it made it more cost effective for the client and it escalated the contest's viral potential.

So far the contest has generated over 22,500 views in less than one month! We're pretty proud of that number, and more so, proud of Sixthman and their efforts to constantly engage their customers.

You can check out the contest and upload your Even Crafiter video here.

PS- You can also see one of our entires to kick start the contest titled "Bowles Got Cheesed".

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I asked Bob to write me one last blog to go with his first blog he wrote when he started earlier this summer.  If you didn't see that one, you can read it here.  Here is what Bob sent:

I can hear my classmates clamoring now…
"You got to drive your creative director's scooter to work for three weeks?"
"That's right," I'll say.
"Well, what else did you learn?" they'll ask.
"Time flies when your having fun," I'll say, "especially when you're photoshopping your face onto people."

It's the end of summer and, yes, I've done more at matchstic than senseless photoshop magic. The concept of "branding" has moved from a semi-vague place in my mind to a more concrete and legitimate home in my head, and I feel like I can convince people now of why their brand really matters. I've been able to work through all the phases, from concept meetings and communicating new ideas to clients, to putting in the hours on the computer and the presentation of final work. I have been fortunate to be able to step alongside a team of creative guys and participate in the process of being excellent. And this was an internship? I guess that's a good thing to be wondering.

Some important things I've learned through my matchstic experience:

1. Being excellent is a process.
2. Never assume someone who is unfamiliar with your lingo understands you.
3. Working with a client is a two-way experience.
4. Be intentional about making it a good one.
5. Frontloading the idea-phase of a project is often as beneficial for the client as it is for the designer.
6. Every city-dwelling citizen should own a scooter.

There are several things I could add to the list, but I'll boil it down to this: If a brand is what other people say about you, then I say three cheers to an excellent branding and design group. These guys are taking over Atlanta.

Peace,
Bob, the (former) intern

Three cheers right back at you Bob!  We can't wait to see the amazing things you will do from here.

You can keep up with Bob on his website here: www.everythingisinbalance.com

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One of our first ever clients was the Boosterthon Fun Run. Not at all a typical client for Matchstic, but then again, they are not a typical company.  They provide funding to elementary schools through a two week program where kids go and get pledges for the Fun Run while the Booster team promotes Fitness, Education, and Character each day in the classroom.

We really have an amazing relationship with them and it often feels like we are at times a part of the same company, just in different offices.  So much so that they invite us to come experience their company retreats.  This past spring, we were the only partner company that was there, quite an honor.  The photo to the left is from the afternoon I spent on the paintball course with their team.

I had several folks ask me if I was on a work trip or if it was just for fun.  I didn't know how to answer because it really was both, but that is often hard for people to understand.  I just feel blessed to be in the situation where I don't know how to answer.  Few have that opportunity, and I don't take it for granted for a second.

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