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January 2009

The Lighter Side of Life

Design and Marketing

On the Road Again?

2008 Back Issues:
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June's Insights
July's Insights
August's Insights
October Insights

 

Andre Insights is distributed periodically and contains industry information, news, events and insights on the state of life in general. Here is where you’ll find interesting facts and information about a wide variety of things including Andre, his partners, colleagues, friends and neighbors. To receive our next issue, enter your email address in the empty field and click “Submit” to subscribe.
 
 

 

 

  

Design and marketing


by Andre Paquin

Marketing + Design = BFF

My career has taken me to some very interesting places. Some people my scratch their heads and wonder “What was he thinking?” Others might see the underlying reasons as a carefully planned approach to building credibility and visibility in strategically placed areas.

Some of what you’ve just read may be true. My career has exposed me to a wide variety of people, industries and disciplines and given me the opportunity to experience these from the corporate (or client) point-of-view and from the consultants (or agency) point-of-view.

I’ve worked for some of the world’s most prestigious corporate identity and branding consultancies and I’ve worked for some of the worlds biggest companies – Wells Fargo, Kraft General Foods, RJR Nabisco and International Playtex. Two of the things each of these worlds had in common throughout my career were design and marketing.

I have a degree from the Rochester Institute of Technology in Communication Design. I started my career as a graphic designer in Racine, Wisconsin where I had the opportunity to work with some great designers in some great locations. For the SC Johnson Company, based in Racine, I worked with a photographer to strip one of Frank Lloyd Wright’s most famous commercial structures of its holiday decorations just so we could photograph the building for an HR collateral piece I designed to use in recruiting new employees.

I began working closely with marketers when I worked for the General Foods Corporation in the early ‘80’s and have been working with them ever since. In fact, because of that, I’ve retained a marketing aura, having rubbed elbows with them for so long, that I’ve learned a thing or two about the craft myself that I impart to my clients today.

I am a member of the American Marketing Association where I’m working closely with the New Jersey Chapter to create programming to add value to members. I also am a member in the Business Marketing Association of New Jersey, the American Institute of Graphic Arts (AIGA) and serve as President of the board of directors of InSource, an association of corporate creatives, where I am responsible for marketing.

Designers have had an adversarial love-hate relationship with marketers in the past and maybe still even today, largely because of a lack of understanding. Maybe because of the business driven side that marketing occupies.

Marketers have mostly recognized the “creatives” as necessary to achieve their marketing goals and usually reserve their involvement for execution. Again, because of a lack of understanding, some marketers haven’t yet realized how collaboration with designers can yield some unusual results. In branding, usual doesn’t set you apart. Typically, “brands” are “owned” by marketing in large organizations.

In today’s business environment, the unique collaboration between marketing and design is a win-win. Both parties contribute to fantastic business innovations and ought to let down preconceived conventions to really “think outside the box.” Rare are individuals and organizations who recognize that collaboration is key to moving their business to the next level.

So, the moral of the story… designers should get to know their marketing partners and learn their language and their world. Marketers ought to get to know your creative partners and treat them as your partners with which the success of your marketing genius cannot see the light of day without. Marketing + Design = BFF!

 

On the Road Again?
It’s the off-season and the roads are snow-covered. It’s cold and bitter outside. My waist-line grows and my hip hurts again. Why? I’m not on my bike out on the road enjoying the wind in my face, the sun on my arms and the burn in my quads. Cycling is something I learned all about following knee surgery several years ago. Now, it’s what keeps me sane. It helps put things in perspective. It provides me with a creative outlet and a place for me to think. When there’s nothing but you and the open road ahead of you with 60 miles of riding on your agenda, you find things to do. My mind wanders about from idea to idea, from tune to tune and from mile to mile.

So… I sit here staring out my window, dreaming of the day when the Mercury rises above 40 degrees and the roads clear so I can take my bike off the stationary trainer and push off pavement and feel good again.

After 25 years, my steel frame Cilo bicycle was put to sleep. My mechanic told me I’ll never ride her again. The bottom bracket was stripped and will never hold another set of cranks. With a tear in my eye (caused by the shock of knowing how expensive new bikes are today), I ventured out to find my new love. I rode many different brands and models – carbon fiber, aluminum, composite’s, but no steel. I settled on a nice bike in my (gulp) price range. You can see her here. She’s an aluminum frame Cervelo. I’ve already recognized how much technology has changed bicycles in 25 years and how much easier I can climb hills on her.

So now all I need is some warmer weather and I’m on the road again!

 

 

 

 

 

 

 

 

 

 

 
    

On the Road Again?

Branding, Identity, Communication, Design

It’s the off-season and the roads are snow-covered. It’s cold and bitter outside. My waist-line grows and my hip hurts again. Why? I’m not on my bike out on the road enjoying the wind in my face, the sun on my arms and the burn in my quads. Cycling is something I learned all about following knee surgery several years ago. Now, it’s what keeps me sane. It helps put things in perspective. It provides me with a creative outlet and a place for me to think. When there’s nothing but you and the open road ahead of you with 60 miles of riding on your agenda, you find things to do. My mind wanders about from idea to idea, from tune to tune and from mile to mile.

So… I sit here staring out my window, dreaming of the day when the Mercury rises above 40 degrees and the roads clear so I can take my bike off the stationary trainer and push off pavement and feel good again.

After 25 years, my steel frame Cilo bicycle was put to sleep. My mechanic told me I’ll never ride her again. The bottom bracket was stripped and will never hold another set of cranks. With a tear in my eye (caused by the shock of knowing how expensive new bikes are today), I ventured out to find my new love. I rode many different brands and models – carbon fiber, aluminum, composite’s, but no steel. I settled on a nice bike in my (gulp) price range. You can see her here. She’s an aluminum frame Cervelo. I’ve already recognized how much technology has changed bicycles in 25 years and how much easier I can climb hills on her.

So now all I need is some warmer weather and I’m on the road again!

 

 

 

 

 

 

 

 

 

 

 

 
 

The Lighter Side of Life


The Lighter Side of Life
This will tickle your innards! Take a look at the results from the Washington Post's Mensa Invitational which asked readers to take any word from the dictionary, alter it by adding, subtracting or changing one letter, and then supply a new definition for the resulting word.

And the winners are…

Cashtration
The act of buying a house, which renders the subject financially impotent for an indefinite period of time

Ignoranus
A person who's both stupid and an a***ole

Intaxicaton
Euphoria at getting a tax refund, which lasts until you realize it was your money to start with

Reintarnation
Coming back to life as a hillbilly

Bozone
The substance surrounding stupid people that stops bright ideas from penetrating. The bozone layer, unfortunately, shows little sign of breaking down in the near future.

Foreploy
Any misrepresentation about yourself for the purpose of getting laid

Giraffiti
Vandalism spray-painted very, very high

Sarchasm
The gulf between the author of sarcastic wit and the person who doesn't get it

Inoculatte
To take coffee intravenously when you are running late

Osteopornosis
A degenerate disease

Karmageddon
It's like, when everybody is sending off all these really bad vibes, right? And then, like, the Earth explodes and it's like, a serious bummer.


Decafalon
The grueling event of getting through the day consuming only things that are good for you

Glibido
All talk and no action

Dopeler Effect
The tendency of stupid ideas to seem smarter when they come at you rapidly

Arachnoleptic Fit
The frantic dance performed just after you've accidentally walked through a spider web

Bealzebug
Satan in the form of a mosquito, that gets into your bedroom at three in the morning and cannot be cast out

Caterpallor
The color you turn after finding half a worm in the fruit you're eating

The Washington Post has also published the winning submissions to its yearly contest, in which readers are asked to supply alternate meanings for common words.

And the winners are…

Coffee
The person upon whom one coughs

Flabbergasted
Appalled by discovering how much weight one has gained

Abdicate
To give up all hope of ever having a flat stomach

Esplanade
To attempt an explanation while drunk

Willy-nilly
Impotent

Negligent
Absentmindedly answering the door when wearing only a nightgown

Lymph
To walk with a lisp

Gargoyle
Olive-flavored mouthwash


Flatulence
Emergency vehicle that picks up someone who has been run over by a steamroller

Balderdash
A rapidly receding hairline

Testicle
A humorous question on an exam

Rectitude
The formal, dignified bearing adopted by proctologists

Pokemon
A Rastafarian proctologist

Oyster
A person who sprinkles his conversation with Yiddishisms

Frisbeetarianism
The belief that, after death, the soul flies up onto the roof and gets stuck there

Circumvent

An opening in the front of boxer shorts worn by Jewish men


 
 
 

 

 

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