While writing this Brainzooming strategic blog post, I’m in my favorite strategic, creative environment. Regular readers, say it in unison, “Mike’s on a plane!” Tonight I’m flying Southwest Airlines and enjoying “Plane Crackers,” the snack you apparently get now on intermediate Southwest flights. Plane Crackers are a great way of attaching a strategic shape to a service experience.

Maybe it’s natural for Southwest since the airplane is a huge part of the physical evidence of its service experience.

This whole strategic topic of shape intrigues me because quite frankly, I’ve struggled putting one to The Brainzooming Group experience. Originally, I tried to pick a shape which seemed both fun and vaguely industrial, thus the Jokerman font in the blog logo.

In the past year, however, with my wife Cyndi’s creative input, I’ve gravitated toward an orange square as an emblematic symbol for The Brainzooming Group. With the name appearing close to, but not in the square, it suggests “out of the box” while recognizing creative strategies still have to be implementable. The square also suggests the hundreds of sticky notes and numerous posters full of ideas The Brainzooming Group creative approach generates during an energetic strategy session with a client.

While I’m drawn to the square, it’s not clear to me it’s ultimately the right shape for Brainzooming.

Let’s wrap with 3 questions:

1. As a Brainzooming blog reader, what shapes are suggested by your blog reading experience?

2. In your organization, especially if it’s a service, how are you using shape in a strategic, creative way?

3. And if the answer to #2 is “we’re not,” how could you begin to strategically and creatively incorporate shape into your brand experience?

I’m looking forward to your thoughts! – Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at brainzooming@gmail.com or call us at 816-509-5320 to learn how we can help you enhance your brand strategy and implementation efforts.

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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7 Responses to “What’s the Strategic Shape of Your Service?”

  1. Karen says:

    In looking at the square with Brainzooming sitting on top of it, seems to me a bit contrary. I equate the name “Brainzooming” with rapid movement, so maybe keep the box, but make it more 3D with a top that’s open & Brainzooming zapping out of it, leaving the box in its wake, so to speak.

    As for questions 2 & 3, I own a service business and have been a bit creatively blocked. I’m taking a Southwest plane ride this week, so maybe that will open things up a little.

    • Mike Brown says:

      The box idea kind of makes me think of Next computers Karen, and I definitely agree about the need to convey speed. At one point was trying to think about a digital clock or stopwatch shape.

      Best wishes on the Southwest flight. This was one of 11 written posts and an edited video I got done on two flight segments last week! Get some type of new place to capture ideas, have an adult beverage, and see what creativity emerges!

  2. Dave J. says:

    1. Jokerman font logo has whimsy, but outdone by lack of B2B style. Use of stock font looks unfinished.
    2. The square logo does exactly what you describe, but as Karen says lacks emphasis on zooming. But hate to see it overdone, too. The tipping square shape on the biz card does convey motion enough for me.
    3. Could rotate shapes (triangle, circle, diamond) to represent different meanings and show creativity outside of just one logo. (And no, I don’t mean a animated gif!)

    1. When I joined, we had a ‘tall square’ shape, filled with diagonal stripes. A rebranding in 2002 dropped this, and wasn’t replaced. (Not my doing.)
    2. I’d see the shapes representing a couple visual cues from our flagship product.

    • Mike Brown says:

      Great input Dave! I have a brochure which uses some other familiar shapes we use: triangle, grid, intersecting circles. I hadn’t really considered how those could be incorporated, but they certainly could.

      Appreciate your perspective on all the questions!

  3. Bill says:

    I like the idea of tipping the square, but I also like the analogy of postit notes so I’d suggest a curled edge like a postit note and get the 3D effect that way.


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