Patrick Jean’s latest video short, “Pixels,” takes us back to the days of our youth and the countless hours spent on the Atari 2600 and NES.

May 08, 2010, 1:20pm  Comments

Born in Georgia in 1918, Ernie Harwell wasn’t made in Detroit. Rather, and more importantly, he was one of the things that made Detroit.

For generations of fans in Michigan, Ernie Harwell was the Detroit Tigers, as synonymous with the team as the old English D’s. Both of them. Personally, I can’t imagine my childhood without him.

I was thirteen years old on October 14, 1984. The Tigers won the World Series that night, and as Larry Herndon gloved the final out, the TV in our home was muted. Why? Simple. Ernie was on the radio. I assure you the same scenario played out all over the Great Lake state that wonderful autumn evening. If we could find out how many homes across Michigan were watching the television but listening to the radio during that game, the rest of the country wouldn’t believe it. That was the power of Ernie Harwell.

Like so many other people over his 92 years, I met Ernie once. He signed one of his books for me, and what I can tell you about that meeting would be no different than any other interaction any other person had with him. He was as warm and genuine as he was on the radio. In short, Ernie was the real deal. They don’t make them like that anymore. Not here. Not anywhere.

So on the day Ernie lies in state at the not so old ballpark, let’s reflect for just a moment on some of the ways Ernie was like all the great brands.

1.  Great brands provide a superior product and unique customer experience.

I can imagine no greater voice than Ernie’s. And I know there was no greater person. Volumes could and should be written on the customer experience Ernie Harwell delivered for 42 wonderful seasons with the team and 55 seasons broadcasting Major League Baseball. He was always reliable and consistent, and he treated everyone the same way, whether they were famous or far from it. He genuinely cared about people.

2. Great brands stay relevant for the long haul.

On a personal level Ernie continued to stay relevant. He reportedly embraced e-mail and technology, and he never pined for the days or players of old. He was as much of a fan of today’s players as he was of their predecessors. He stayed in the moment, and relevant right until the end at 92 years of age. He was from another era, but not of it. 

3. Great brands remain true to their core values.

Ernie knew who he was, and who he wanted to be. He remained true to his work ethic throughout his career and true to his religious beliefs until his final day. He didn’t want to be someone special, but a regular guy. Of course, he was destined to be more, but that was the way he acted and the way he consistently carried himself. His goal was to bring the joy of the game to people wherever they may have been listening. In 55 seasons of broadcasting big-league baseball he missed but two games. Neither was for illness. 

4. Great brands make an emotional connection with their customers.

Ernie Harwell called his last Tiger game in 2002. Eight years later, and before his death this week, nearly 50,000 people were fans of a Facebook page devoted to changing the name of Comerica Park to Harwell Field at Comerica Park. Their numbers are now growing quickly. If there is a fan base anywhere else so devoted to an announcer I’d like to hear about it.

So now, we must reluctantly say goodbye to the ultimate Michigan brand. Ernie Harwell stood the test of time, and he did what the people of our state appreciate the most. He stayed. He could have left to work with another team or retired in a warmer climate. He stayed. Michigan was home.

Detroit and Michigan have been dealt another in a succession of painful blows. Ernie Harwell, our shining example of how to conduct ourselves both personally and professionally is gone. Remember Ernie. I always will. 

Todd Hughes

May 06, 2010, 3:03pm   Comments

Lately, I’ve been listening to a lot of talk about listening. This was especially true at the informative and inspiring FutureMidwest conference. By now, we all know that it’s about creating brand conversations rather than just spouting the corporate point of view through traditional media channels. Two-way dialogue is the name of the game going forward.

By listening, you gain invaluable insights into the real interactions and experiences people are having with your brand everyday. But that doesn’t mean what you are saying is any less important. It’s actually more important than ever to have an authentic message.

With that in mind, here are a few things to consider when your brand is doing the talking: 

1. Say it differently.

Develop content and messaging that truly differentiates your brand from the competition. Too often we see communications, or entire campaigns, that say the exact same thing everyone else is saying. Find your brand’s true differentiators and build your message around that. Otherwise, you really are better off not talking at all.

2. Say it positively.

Approaching brand communication challenges from a negative angle is often the easy thing to do. After all, most of the products and services we are marketing solve a particular problem, and it’s easy to talk about the problems. Don’t do it. In fact, don’t say “don’t.” Or “not.” Or anything else that feels negative. Find a way to say it positively. It will always take longer, but it’s worth the effort. Now more than ever, people want to be associated with positivity. Be optimistic.

3. Say it consistently.

When your brand is speaking, make sure you stay on message in every medium. It doesn’t matter whether it’s a print ad, a blog or an e-mail from a customer service representative, be consistent with your brand’s message.

4. Say it honestly.

In today’s world, this may be the most important one of all. That’s why it’s last on the list. For impact.

Seriously, there is literally nowhere to hide anymore. If there is anything about your brand’s messaging that is not true or authentic you will be exposed. Or worse. Forced to walk the plank of public opinion. Not what you want or need. So whatever you do, be honest in everything you’re saying.

In summary, let me just say that listening to what people are saying about your brand is of utmost importance. But your loyal followers are just as interested in what you are saying. Say it well.

Todd Hughes

May 03, 2010, 11:42am   Comments

Brand Building (old rules) > Brand Momentum (new rules)

Consistency > Surprise

Endorsement > Cultural relevance and buzz

Investment as currency > Ideas as currency

Announcement > Conversation

Retail is the opposite of branding > Retail IS branding

The medium dictates the ideas > Ideas find a medium

Now is the time to brand up and be counted.

- Scott Hauman

April 30, 2010, 8:12am   Comments

Talented Belgian artist, Ben Heine, overlays reality with a touch of illustrated whimsy.

Click here for more.

April 26, 2010, 8:38pm   Comments

The 2010 conference may be over, but the Future Midwest Movement is just beginning. I’m hearing a lot buzz about Future Midwest 2011, and I’m eager to start planning as well. But let’s remember we can live Future Midwest right now. Everyday.

People came to the conference for different reasons, but I believe everyone left feeling the same way – inspired. I know I did. There are so many talented, passionate people who care about the future of our region and the community. It’s great to see them come together.

We all can make the spirit of the conference contagious. We’re all ambassadors for our region. We can all play a little part to help shape Michigan’s brand by spreading the word about our work ethic, talent, innovation and the state’s natural beauty. This all plays a role in changing perceptions and attracting people back to our state.

Being a great ambassador is simple. A few ideas:

1.     Forward this link of the conference video to five people you know and tell them to do the same.
http://vimeo.com/11021663

2.     When traveling, be proud to say you’re from the region and remember to tell people about the high concentration of talent and innovation that IS happening here.

3.     When talking to people who haven’t been to Michigan, tell them how beautiful the state is. There is no need to mention how bad the economy is or how cold the winter is. They already get that.

For example, I tell this story to people I meet all the time that never been to Michigan:

“Let’s just say it’s summer. You’re blindfolded then dropped off on a beach; you can already smell fresh clean air and hear the crashing of waves. You feel hot sun on your face and feel squeaky beach sand between your toes. The blindfold is removed. Now look out in front of you, before your eyes you see beautiful turquoise water stretching as far as you can see. No, you’re not in the Caribbean. You’re in the Midwest. You’re in Michigan.”

I tell them that there is no place in the world I’d rather be in the summer than the place I just described.

The point is that everyone has some special reason why they love this state and want to stay here. Think about your reason and share it. The eyes of the world are upon us. Let’s give those watching something to aspire to.

— Scott Trudeau
Principal, Daggerfin

April 19, 2010, 10:21am   Comments

Was it weird that I started to think about next year’s FutureMidwest conference while the current one was still going on?

Trying to sum up the details of what was discussed and shared at the conference wouldn’t be possible. But the message that was floating in the room larger than the projected space cow on the ceiling was one of optimism and ambition.

To be honest, I really didn’t expect that. While the Daggerfin team and the FutureMidwest team began shaping the brand for the conference 6 months ago, my expectation was limited to discussions surrounding technology and sharing new trends in social media and digital marketing. And although that was a piece of it, what I took away was the image of a group of forward thinking individuals starting to shape the next chapter of the creative/digital industry in this region. In a big picture, who-better-to-do-it-than-us, irreverently optimistic way.

The rah-rah attitude at a conference can be expected. But our connection to this region and its creative community makes it little more real for me.

That’s probably why I started thinking about next year’s conference. Because now that the message is fresh, and the adrenaline to conquer the world hasn’t warn off, it’s the time to think about what to accomplish and push for in the coming year. Now it’s time to look forward to what we can create and share, as tangible examples of what we heard.

A big thanks to FutureMidwest, Adrian Pittman, Jordan Wolfe and Zach Lipson in particular, for the privilege to be involved in such a great event and allowing us to help propel the FutureMidwest brand.

//Austin

April 18, 2010, 1:42pm   Comments

The FutureMidwest event just got a littler sweeter.

Daggerfin has commissioned Justin Bruursema from Burly Surfboards to craft a custom made surfboard for the FutureMidwest 2010 event. Justin is a surfer/shaper from Grand Rapids, Michigan. He is building a classic single fin longboard that is perfect for learning to surf the Great Lakes, or for the seasoned rider who has honed his/her surfing skills. One lucky person will leave FutureMidwest as the proud owner of this sweet, hand-crafted surfboard. 

Justin specializes in making boards with a modern shape, but glasses the board with a classic glassing technique called resin tinting. The result is a performance board with a retro aesthetic.  He believe’s strongly in the saying “Love what you Surf.”  Most of his boards are being surfed in Lake Michigan, but he has also shipped boards to surfers on both the Pacific and Atlantic Ocean.  

His custom board for Daggerfin is taken from a design he calls The Logjammer. The board has a blunt full volume nose for walking to the plank and hanging ten, and a rounded pin tail for ease of turning when the rider is back on the tail. The overall dimensions are: 9’0 length x 23” wide x 3” thick. 

We are looking forward to meeting the lucky winner of this beautiful board at the conference.

- Scott Hauman

April 01, 2010, 10:11am   Comments

Poster artist Nick Tassone re-imagines the posters of classic Stephen King stories with these slick two-color treatments rendered in all their stylish, reductionist glory. Simple but effective.

You can see his other designs in the series here.

March 13, 2010, 5:01pm   Comments

We recently created a brand identity and platform for a group of real-estate investors under the Daggerfin created moniker Alidade.

An alidade is a device that allows one to sight a distant object and use the line of sight to perform a task. The name was arrived on after an extensive brand development program including the Alidade partners. With the name settled upon, an identity was developed that would represent the professionalism, foresight, and relevance of the company.

The architecture and design of the corporate website was focus on instant accessibility and clarity. Abstracted, dynamic photography was implemented in the layouts to create a sense of movement and visual interest in the pages.

http://www.alidadecapital.com/

March 10, 2010, 3:24pm   Comments