A Day In The Sun® newsletter S3 V7
[Reading time: 5 minutes; 2.5 if you skim; 0.2 seconds if you’re Tilly Norwood.]
Happy Fall (the season). This edition of A Day In The Sun® opens with a newsflash from Noodleville. Then we name some names, break character, stir the soul, bug out, and get a little fishy. We have a cameo from Tuco Salamanca of Breaking Bad. And at the end of this newsletter is… a beginning.
NEWSFLASH
I read the news Today, oh boy…
GOODLES was named by LinkedIn as of America’s hottest startups, then appeared prominently on the accompanying Today Show feature. It was surreal to see cohost Dylan Dreyer blurt out, “it’s really good!” This was followed by improvised playful speculation about how “GOODLES” is pronounced. The Today Show bit was a total surprise, not a pitched placement. By chance, my wife was watching the show while eating breakfast. “Um Paul, you might want to see this.”
1. OBSERVATIONS FROM THE BRANDVERSE
Snakes on a plane
As I have evangelized for years, everything is a design opportunity. By “everything,” I mean everything. Another case for the file: this beautiful, surprising, and delightful airplane design I spotted as I gazed out of my window seat the other day. (Aside: cool background lighting at SFO.)
Take no prisoners
Hostage™, a newbie that is all the rage, illustrates the stark difference between corporate and indy innovation. One of the big guys could have discovered “mouth tape” as a sleep aid, and certainly could have developed a good product. But a biggie never—you kiddin’ me? — would have approved this amazingly provocative name. Plus: no founder story, no authentic fan drive, no personal urgency. Net, Hostage™ is out there and growing, and the big guys… are nowhere to be seen. Corporates have massive competitive advantages over all upstarts… and disadvantages too. It’s interesting!
Going pro
Starbucks apparently thinks that our coffee has a protein-deficiency problem. Look, many categories could benefit from plussed-up protein solutions. But not all of them. Just because you can do something doesn’t mean you should.
Shoe you, 1 of 2
“What can I do differently to make (incumbent form / function) more interesting?” is a great starting point to any innovation initiative. These Nike hacks by Jacquemus (L) and Virgil Abloh (R) are great examples along the evolution → revolution spectrum. Aside: I hope that “fun with materials” is in my future.
Shoe you, 2 of 2
Allbirds, once a soaring rocket ship, has been buffeted by post-IPO headwinds. But there’s hope! In a sea of purposeless collabs racing to the bottom, this Pantone partnership actually makes sense. And hits. I bought a pair (green ones).
Sidebar: Allbirds sprung to life when its cofounder Tim Brown enrolled in my friend Carter Cast’s “New Venture Discovery” class at Northwestern’s Kellogg School. If you’re wondering, Tim got an A.
By the letter
I have always been enamored by long-form copy done well. I pine for this craft to return. Not just in the brand world, but in the form of spectacular letters like these.
Soul train
As strategists, agencies, and academics search for the next hooky “thing” to dangle in front of clients, I like this theory that brands must have soul. Absolutely correct; the best brand work of which I’ve ever been part has gushed it.
Out of character
I am warming up to AI as a creative associate. But as someone who reveres characters more than most, and who graduated from a place (Leo Burnett) whose humans created more successful commercial characters than any other agency, I have mixed feelings about this idea here. Our Tony might say it’s not grrrrrreeeeeaaaat. That said, I’d bet on Adobe over Frosted Flakes.
Name game
I hereby introduce a new standard of excellence in creative reviews: Good, Better, Best and… Tuco. (Ed.: I refer to the Tuco character’s visceral reaction to Heisenberg’s product sample in Breaking Bad.*)
Maine Beer Co. breached the Tuco barrier with the genius and inspired name LUNCH™ for their rich, thick IPA. Illustrative, strategy-in-concentrate, witty, context-bending, this name is a bash to the frontal lobe. Yeah.
* In re: Tuco, I disapprove of both the product in question, and him.
Name game, continued
I was recently made aware of this relatively new haircare brand, which is apparently crushing it. NOT YOUR MOTHER’S™ is a great new moniker that serves as a reminder that a name can be long, provided that the length is intentional (and design-friendly).
Name game, final for now
This nickname for Daniel Jones, the Indianapolis Colts’ new quarterback, is rather obvious. But it works! The name is highly memorable and fires the imagination. “Duh” is not always bad… and sometimes it’s best.
Name game, okay this is it for now I swear
I quite dislike being on sailboats. But I’m on board with this one.
Grody
Our Zevo bug catcher makes sure you see the evidence that it works. Products in other categories across the gross-verse, like gunk-removing acne patches (Hero) and snot-sucking sinus irrigators (Navage), are similarly designed to “show the work”… and many dig that, however ostensibly awkward. A reminder that satisfaction can be delivered in myriad ways.
If you scroll to the bottom, you’ll see what our Zevo caught. I double dog dare you!
Lost in space
RIP Ace “Space Man” Frehley, cofounder and lead guitarist of KISS. My favorite band as a kid, KISS was and remains great for many reasons: their outstanding product (by that I mean: the music!), the over-the-topness of their world, the dynamic in which we’re all in on the act. “Be the KISS of ____” is an interesting brand brief.
2. A QUICK LOOK INSIDE THE ROPES
Beachy keen
The other week, I greatly enjoyed our annual all-team GOODLES “Homecoming” out in the delightfully quirky surfer/skater town of Santa Cruz, Calif. The team is incredible.
The photo on the right, taken by me, shows our office having been transformed into a discotheque for a night. I don’t know how the pic turned out this way, but it’s an apt metaphor for our dizzying growth.
Small Wonder just launched at Anthropolgie, a BFD especially considering that this outlet was springboard for many other giant successes in personal care; shop here…
Buffy protein dips are available for pre-order thanks to the intrepid founders showing the endurance of a marathoner and the strength of Hercules. It’s delicious, it’s protein-packed (yep), it’s a satiating sandwich in seven seconds (alliteration, anyone?). Pre-order Buffy here…
Big Nose Kate continues to bravely and adventurously forge on despite the well-publicized challenges in the spirits category these days, a great credit to the team…
Next month, I’ll be hosting a “Design Futures” panel with a few superstar luminaries, in conjunction with Product Ventures/Coho; I’ll post details on LinkedIn soon…
I’m starting work on the third annual “By Design” experience at Northwestern/Kellogg, set for February 6 on the Evanston campus.
Onward and upward
I recently captured this photo of the rising sun beginning to break through rainclouds over Lake Michigan. As we navigate through storms in both industry and as a culture, remember that the sun always wins.
Keep in touch.
A Day In The Sun
909 Davis Street, 5th floor
Evanston, Illinois 60201
At left: I found myself in a stare down with this guy at the Baltimore aquarium a few weeks ago. Write to me with suggested captions. I’ll start: You talkin’ to ME???
At right: I discovered that these impatiens have remarkably emerged from a container that was last tended to in the spring… of 2024! There’s a story in there somewhere. I’d write it myself but this newsletter is already too long.
I promised, and here’s the delivery for those who dare. Our Zevo…
