Dragon’s Den

After weeks that I and my Hi-Phive team has been working hard, that day has come.

About a month earlier, we had to decide a key point for our Design Thinking class. It was hard to choose between service that we’re passionate about and more tangible product. Finally, we came up with the idea of multiple bags in one.

Although it’s different from what we thought, it was fun throughout the process. New idea to develop product came up every 5 minutes, also new problem every 10 minutes. But we really learned that we can’t fit every idea and serve everyone in one product.

About a week earlier, we still had lots of things to do. But at the end we just made it.

And here’s our Edamame Pod

Of course, there are lots of things we can improve them. Still, we are really proud of work that we’ve done. Thank you, girls!

Couldn’t be more excited about how it’s going to look like when the first prototype is finished!

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Empathy in action

Everyone has different ways of creating the business. For me, whenever I’m in doubt, I always go back to the question “what is the best thing for my users?” I believe that product or service will serve its task best when customers are happy and feel free when using a product. But how to really know what makes them feel good? That’s empathy. One single but not the easy word to understand. Because putting yourself in shoes of other people is hard sometimes.

One class in Design Thinking module helped me understand this concept clearer. Alice asked us to develop a product or service for disabled people. The point is we have to work in action.

Here’s what we really do.

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What I and my team did was pushing Riddhima and Apeksha on an office chair, pretending like they couldn’t walk. Helping them to the toilet is already hard, but to use the toilet is another real deal. To be honest, just opening the door is harder than you thought.

From this experience in action, we understand the difficulty of being disabled. How simple task of going to the toilet is already like climbing mountain to some people. We started sharing ideas and stimulated to prove if ideas were work or not. Questions occurred all the time. What’s the best way to pull their body up? How big of the space should be? Every idea was tested in action with empathy thought back in our mind all the time.

Finally, we redesigned the layout of the toilet for disabled. A moving path that patient can move easily from wheelchair to toilet just by sliding. It will be placed diagonally so that they can move easier.

At the end of the day, we achieve the aim of that day topic, understanding what empathy really is. I really think that this skill will help us find the best thing for our consumer in the future.

I also want to share this amazing video that Janja’s shown to MACE student about the difference between empathy and sympathy. So empathy isn’t only about understanding customers, it can help us to think for other people in daily life as well.

Design Teamwork

Like it or not, a human being cannot survive alone. Thus, we have to learn how to live with others or do something more complicated like working. Especially in Design Thinking class that we have to learn in both theory and practice with other people.

Alice and Janja once showed us this vintage video about how Ideo, the famous creative agency, works and keeps creating a great campaign.

And here are some issue that I agree and want to point out in this blog.

No Bossy Here

It was explained in the video that “in a very innovative culture, you can’t have a kind of hierarchy boss, and the next person down”. I totally agree with this statement. Everyone has different skill, which is a good asset to the team. So it might not be a good idea to authorize someone to decide everything.

Learn From Experience

Lots of ideas weren’t born in a room, you have to get out and find them. They didn’t just waiting for the miracle to happen, but ask the real users is one of the keys to success.

Embrace Diversity

From this video, you can see that they came from a different background. These experience from everyone can help developing ideas for the best product.

One Conversation at a time

I absolutely agree with this one. We will never go anywhere if keep changing focus on what we’re discussing about. So make sure everyone is on the same track with everyone.

Another thing that I like about this video is the quote “We are expert in the process how to design stuff”. Because we can’t be good in everything, but I believe that with a good teamwork, anything can happen.

Master piece = Museum’s right?

“Why there’s no Starry Night merchandise here?” my boyfriend had a question while we were strolling in shop of Van Gogh Museum, Amsterdam, during our travelling to Europe. We tried walking around there for more than three times, but we couldn’t find any products that related to this famous photo at all, which sadly it is his favorite work of this talented artist. This case reminded me what I’ve studied with Naomi Corn in Intellectual Property Right class in Managing a Creative Business module. After doing some research, I would like to share information in this blog, in case you’re wondering the same thing with me.

Let’s first take a look at the journey of this master piece first. According to Puchko’s article (2015), the right of van Gogh’s art piece belonged to Vincent’s brother, Theo, after his death in 1890. It was sold to artists, collectors, and gallery several times before it arrived to the hands of the founder of Museum of Modern Art, as known as MoMA, more than a century after. Then it was displayed at her museum in New York after her death in 1931.

From here, I had been looking for the tangible information but couldn’t find one. But I believed that MoMA didn’t only purchase on the photo only, but also the right to redistribute this painting or the photo of it for commercial purpose as well. Even though this museum allows visitors to take as many photos as they want, but not including redistribution or any commercial activities from photo that you take. From that point, MoMA is the only juristic person that can produce any product from the photo of Starry Night.

Anything we need to know about taking photo in museum? Basically, it depends on the rule of each gallery and museum. Some may allow photography, but some, like Van Gogh Museum may not. Thus, you should always have an eyes for the available sign. Also from Naomi’s class, I learned that posting photo without permission from the right owner on social media is illegal (Korn, 2017). You can find the reason and other interesting about IP right and museum here in her blog Copyright for Museums & Galleries, which can help you stay away from the jail.

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Van Gogh (1889) Starry Night

Fortunately, I found out that using photo of Starry Night for non-commercial purpose is permitted. Van Gogh Studio (2016)

So now I’ve learned that if I want to see the real Starry Night, going to MoMA is inevitable. But I also discovered some interesting facts and rules of copyright in other angle during time writing this blog. I will write what I’ve experienced in different museums in Europe soon. Hope you come back and read it next time 🙂

 

Korn, N. (no date) Copyright for Museums & Galleries. Available at: http://www.copyrightuser.org/educate/intermediaries/museums-and-galleries (Accessed: 26 December 2017).

Maerker, J. (2015) Copyright At The Museum: Musings In Anticipation Of The IPO Dinner At The MoMA. Available at: http://www.trademarkandcopyrightlawblog.com/2016/09/copyright-at-the-museum-musings-in-anticipation-of-the-ipo-dinner-at-the-moma/ (Accessed: 26 December 2017).

Puchko, K. (2015) 11 Things You Didn’t Know About The Starry Night. Available at: http://mentalfloss.com/article/62621/11-things-you-didnt-know-about-starry-night (Accessed: 29 December 2017).

Van Gogh Museum (no date) Use and Permissions of Collection Images. Available at: https://www.vangoghmuseum.nl/en/organisation/conditions-use-and-permissions-of-images (Accessed: 26 December 2017).

Van Gogh Studio (2016) STARRY NIGHT BY VINCENT VAN GOGH. Available at: https://www.vangoghstudio.com/starry-night-by-vincent-van-gogh/ (Accessed: 29 December 2017).

Advertising = Annoying?

Advertisement is all around us. It’s in theatre. It’s in tube. It’s in magazine. It interrupts you while watching Beyoncé’s music video on Youtube.  And lots of time, we are overwhelmed get bored of it. So how to make people stay their attention throughout advertisement without hit the skip button?

On the ninth week of Managing a Creative Business module, I had a chance to studying with former JWT media planner, Helen Robinson. I have studied many crucial technique and tools of advertisement. And what are factors to achieve a successful advertisement campaign, such as persuasion, always considering consumer’s point of view, and having a space to breathe and think during advertisement (Robinson, 2017).

After learning some tips. I teamed up with lovely Song Song to create our first ever advertisement script. We have to write synopsis of video advertisement for Bolney’s Cuvee Rose, a high end British wine. However, the advertisement is for FRENCH! And just like we know that French are really proud of their famous wine, we knew that this task wasn’t gonna be easy. And personally, I felt lack of confident when working a task without background or well research information about target group in hand. Because advertisement is a kind of communication, and how we’re gonna create a message without understanding our target audience? And have I mentioned that we have less than an hour to make it happen?

Anyway, the show must go on. I and Song Song tried to bring every best part of Cuvee Rose that explained in brief. From the taste, the best occasion, match food. Adding a pinch of humor, and as many details as we can fit in an hour. We focus on first jobber market segment, because elder group might be more conservative, and harder to communicate with.

Finally here’s our synopsis.

A daughter brings her British boyfriend to meet her French parents for the first time. The conservative mother and father get even more upset when the young charming guy gives them the English wine. But after father has tasted wine that goes well with raspberry cake, his eyes turn brighter. Music starts. Everyone dances happily.

Actually there are more details that I can’t explain everything in this synopsis. But seems like Phil Pinn liked our presentation. He added that this advertisement can also reaches elder French people, and has potential to make a sequel or prequel of the story. To be honest, I enjoyed every presentation from my MACE17 friends. They all had something special in their works and each ones so unique. So I couldn’t believe at first that my team won. Because we’re all deserve those chocolate.

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At the end of the class, I didn’t learn only advertisement knowledge, but also knew that working in limit time is possible. Paying attention to detail helps your work a lot. And you don’t have to know everything to achieve something good, like chocolate 🙂

 

References

Robinson H. (2017) Creative strategy and planning. (Downloaded: 21 November 2017).

Thailand = heaven?

It’s been 3 months since I arrived here as a master degree student at Kingston University. Everything is so new here, including new friends. Self introduction happens all the time. And whenever I tell that I’m from Thailand, 50% of people that I talked with already been to Thailand, 10% jealous the weather, other 40% love Thai food. And 100% said that it’s heaven. For me, who have been leaving in this country for 27 years, I didn’t understand the value of my home country. Well, not before studying in UK, where sunset before 4 pm and weather changes every 10 minutes. I starting to get an idea why Thailand has become one of the top desirable destination of the world.

In this blog, I would like to dedicate a space writing about my lovely country in a sense of more business perspective. Business Model Canvas will be used as a frame work to explain why and how Thailand became popular travelling country.

But before we start, let’s step back a little bit, and get to understand what Business Model is? Here’s the exact meaning by Alexander Osterwalder and Yves Pigneur (2010) in their useful “Business Model Generation” book;

“A business model describes the rationale of how an organisation creates, delivers, and captures value”

So basically, the Business Model is a diagram with 9 factors which used to explain what is your product or service, how and why it worth, where you sell them, and how you profit and loss, etc.

And why Business Model is important? Well, it help business owners understand what they’re doing in visual tables. And help co-owners share the same goal and speak in the same language. But in this case, business might not come just in form of solid product or service. It might be as big as country.

Now let’s fly back to Thailand. Here’s a business model that I made to explain how Tourism Authority Thailand works from local point of view.

biz model

Customer Segments = Who do you help

It’s all start from who will be your target group. In Thailand tourism case, it’s obviously a travelers. But in the same time, different customer segments will lead to different strategies. A campaign for foreigner travelers tries to bold the adventurous part of Thailand. While in local’s eyes, we see our country not so stylish. Thus the aim of advertisement is to modernized image of Thailand for Thai people.

Travel in Phuket – Advertisement for foreigners

ท่องเที่ยววิถีไทย เก๋ไก๋ไม่เหมือนใคร (Discover Thainess) – Advertisement for Thai

Value Proposition = Why customer has to buy it?

Clearly, we’re selling our country to engage number of tourists. And here’s the reason why it’s worthy traveling to Thailand.

Customer Relationships = How do you interact?

How you communicate and message that Tourism Authority Thailand (TAT)

Channel = Where do you sell and how you reach them?

So we can promote Thailand through many kinds of media. It can be online media such as social media, SEO, SEM, Google AdWords, banners, etc. Or traditional style, for example, television, radio, printing, and out of home media. And also exhibition. In this occasion, I want to mention the most effective advertisement that I have seen so far from TAT by Leo Burnett Thailand “The Tattoo Flyer”. Please check it out!

Key Activities = How do you do it?

So this part describes jobs of TAT. They have to make sure that travelers will have a good time while in Thailand. Also how to promote the charm of country.

Key Resources = What’s value asset?

You can do almost everything in Thailand. From the chart, you can see that there are so many unique thing that can be don’t only in Thailand.

Key Partners = Who will help you?

In this case are organizations that also gains profit from driving tourists to Thailand

Revenue Streams = How will you make money?

Obviously, money from traveling, transporting, accommodation, food, shopping, activities, lifestyle, etc from travelers.

Cost Structure = What will it cost?

This cost relate to the key activities. TAT needs to spending money on marketing, support tourist company and local.

 

From business model canvas, you can see the whole picture of business easier in visual. For business newbie, I have proved that this canvas are really wort to study. Also, I hopefully that from this blog, you’ll understand more about my lovely country, and have a chance to visit there, or again 🙂

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Me and my friends at our favourite beach in Thailand

 

Reference

Osterwalder, A., Pigneur, Yves, & Clark, Tim. (2010). Business model generation : A handbook for visionaries, game changers, and challengers​.

The Business Model Canvas Available at: https://strategyzer.com/canvas/business-model-canvas (Accessed: 21 December 2017).

The Leo Burnett Group Thailand (2015) The Tattoo Flyer – TAT. Available at: https://youtu.be/fDtWv4GYQcI (Accessed: 21 December 2017).

 

Branding = Humanization?

Branding has been my interest for a long time. I almost studying branding for master degree if I didn’t find MACE Kingston first. Anyway, I found a job in Branding Position at Arn Creative Studio in Bangkok. (Sending miss to all of my former colleagues <3)  From this experience, I’ve learned from many clients with strong identity about the importance of Branding.

This is why Brand Management class by Francesca Dall’Olmo Riley was very interesting for me. On that day, I’ve understand other techniques such as Point of Parity and Point of Difference throughout Personal Branding workshop.

In this first blog, I would like to point out some topics furthermore from the class to share my knowledge and experience.

Persona

To make brand of product or service become touchable and relatable, persona is one of marketing tools to help strategist and consumers visualize brand as a real person. So how to create persona? Technically, you have to create an imaginary character that can represent brand. To start, you can think about simple demographic information; gender, age, marriage status, and occupation. Then think about lifestyle and personal interest that relate to your brand. Create in-depth detail as much as possible in order to humanize them, such as daily motivation, deep down secret, dream vacation etc.

For example scenario, I am running a female fashion brand, the name of my brand’s persona is Mia, 27 female expert in fashion. She always has mirror and trendy lipstick in her clutch, before leaving apartment on 27th floor. Her biggest dream is to have fashion show in every fashion capital in this world. However, she still cares about global warming, and never take plastic bag.

From persona, it can be developed into finding presenter of the brand (influencer marketing), or creating mascot. Persona can also be adapted to create ideal customer personality, in order to understand target group clearer.

Consistency

Branding is about communication to explain their personality and build connection with customers. Therefore, using the same key message and style of language through every media is one of the core to success branding strategy. “It’s not only logo” that’s how Kaitlyn, owner and internet branding strategist, explained on her website Crown Fox which I strongly agree. “It also includes how you tweet, and what your sidebar graphics look like on your blog, and whether or not your images have a lot white space in them, and so on” said Kaitlyn. So everything that can be message to your audience is all important, whether it’s text, language, photo, infographic, type of social media, packaging, advertising, etc. Everything should be synchronize harmony in the same direction.

Adding Value

Whenever I mention the word branding to my friends who don’t have knowledge about it before, they always ask me “is branding a big deal?” Personally, of course it is. You can see from the most valuable brand in this world, Apple. People won’t spend for a thousand pound just for the function, but it’s also about the proud of having product which can lead to mouth-to-mouth word spread. This is called ‘Perceived Value’. Nikki Chapman has explained in his article “The World’s Most Valuable Brand: Apple’s Secret to Success” that it’s related to how customers evaluate brand and have different perception with other brand. Apple has been building this value through out emotional campaign and first impression. Personally, I always judge the book by its cover, and I have to accept that Apple has done a good job on packaging. Doing so and numerous emotional strategies, Apple gained loyal customers all around the world. I’m quite sure you can think of any friends around you that’s so in love with it and willing to protect the name of Apple. Especially whenever I complaint about its fragile cable.

 

I hope that my first blog helps you understand more about Branding, how it works and importance of them. Hope to see you in new blog.

 

References

https://thecrownfox.com/blog/2015/10/4/understanding-branding-no-its-not-your-logo

https://blog.bynder.com/en/the-worlds-most-valuable-brand-apples-secret-to-success