01.09 MAGAZINE ISSUE thoughts. something for your mind keeping the focus positive let’s focus on how to keep customers happy INSIDE THIS ISSUE brains over beauty wordology yeah, we did this design is more than sounds kinda 80’s, but work recently completed just a pretty face we promise you it’s not by the grow team 2 thoughts. 01.09 01.09 thoughts. 3 credits BY ANTHONY RYMAN — MANAGING DIRECTOR OF GROW Issue Writers Editor Creative Director Typesetting Graphic Elements Photography Mail Being English has several redeeming values, one of which is the bulldog spirit, Anthony Ryman Raj Fernandez Garry Behling Lui Rogliano Lui Rogliano Jason Anonuevo PO Box 12212 otherwise defined as “stiff upper lip”. Whether our countenance and demeanour Raj Fernandez Lui Rogliano Rina Wood Rina Wood Doha, Qatar is a result of foul weather and bland food is open to question, but there’s Lui Rogliano Lui Rogliano something about the ‘whingeing poms’ when times get tough, that is well Flickr.com worth reviewing. The media have fallen over themselves in the rush to describe the ‘credit crisis’ as the worst since the great Depression, and other expletives too numerous yeah, to mention. But one thing is for sure, in times of hardship, most people go back to what they know and trust, and that is even truer of brands and we did this! MUSEUM OF ISLAMIC ART consumer behaviour. keeping the focus positive. At grow, we pride ourselves on positive thinking and creating award-winning work for our clients that reinforces their positioning and differentiation. This allows clients to acquire greater market share and grow their business with less effort and decreasing customer acquisition cost. I thought it wise therefore to look at what makes us truly happy, as consumers, and what doesn’t. This forms the central tenet of branding, to understand human behaviour and what motivates us, in order to develop a brand that is true, believable and honest. Studying consumers means studying human beings. So let’s start with the most important question any marketer can ever ask him or herself: what makes human beings and therefore your customers happy? The ‘happiness’ question is likely to resurface frequently in the next few years; especially as mature consumer societies are faced with formidable (economic) competition from emerging, hard working economies. If these experienced consumers decide that the race to the (money) top is crucial, they must all work harder. If they decide life is about more than economic well-being, a whole new world will open up. In fact, these ‘old economies’ could lead again, this time showing the way to leading a good life: a balanced mix of economic well being and everything else (from having more time for loved ones, to focusing on creativity and skills versus Challenge Strategy Results just consuming, to more eco-friendly lifestyles). To communicate the uniqueness Dynamic colours and shapes were The Museum attracted over of the Museum of Islamic Art chosen to lead the observer into 35,000 visitors in its opening Let’s take a closer look at ‘happiness’: for most people, happiness is the ultimate and to present the museum the design. Calming tones of blue weekend and is now firmly goal, yet often remains temporary and elusive. The booming new science of and its artefacts with a visually were used together with vibrant reds positioned as a ‘must see’ happiness has shown that it’s within individuals’ power to maximize their own interesting and non-stereotypically and golds inspired from the artefacts attraction for visitors and happiness. For instance, University of Minnesota researcher David Lykken1 “Islamic” design. themselves to communicate the true residents alike. concluded that about 50% of satisfaction with life comes from our genes. stature of the Museum of Islamic Art The rest, he found, is subject to our voluntary decisions and attitudes. So let’s in Doha, Qatar. focus on the 50% of happiness that human beings can completely control. 4 thoughts. 01.09 01.09 thoughts. 5 Theories of Happiness Positive Psychology In the last 50 years, in mature consumer societies, living standards, If wealth doesn’t bring happiness, then what does? An entirely new field life expectancy and material wealth have soared. Income has almost tripled. of study called Positive Psychology is dedicated to answering this question. The size of the typical newly built house has more than doubled. The only thing It’s a booming movement that focuses on what makes people feel good. that hasn’t soared is happiness. In fact, it’s remained completely unchanged.2 And it has proven that happiness and optimism are skills that can be taught and learned. The key assertion of Positive Psychology is that there are provable Studies by Ruut Veenhoven at Erasmus University in Rotterdam have show techniques for raising our own levels of happiness. In short, we need to maximize that after annual income exceeds USD 10,000; money tends to decreasingly just three key factors. First, we should derive more pleasure from sensory life affect happiness until an income of USD 50,000 has been reached. Above that, experiences. Second, we should become more engaged and deeply involved in more money makes almost no difference at all. If we examine one of the central work, hobbies and relationships. And third, we should find ways of making our tenets of grow’s philosophy when examining consumers, Abraham Maslow, a lives feel more meaningful. US psychologist who was a leader in the humanistic school of psychology and created a ‘hierarchy of needs’ to explain human motivation. To test the ideas of Positive Psychology, two of its pioneers, Ed Diener and Reach Martin Seligman, conducted a study at the University of Illinois. They found that the most salient characteristics shared by those with the highest levels of “Oh that a man’s happiness were strong ties to friends and family and commitment to spending reach should exceed time with them. his grasp, or what’s Happiness and Location a Heaven for?” Where people live has a significant role in their level of happiness. Several recent studies have sought to declare the world’s happiest people. -Robert Browning The World Happiness Database named the Danes, the Swiss and the Maltese the happiest. What makes a nation happy? National happiness is most closely associated with health levels, prosperity, education and trust in public institutions. Democracy is a sure guide to happiness. It seems self-determination through political engagement boosts life satisfaction. Psychologists Robert Biswas-Diener and Ed Diener found that though there are regional differences in happiness, humans are hardwired to be happy. They found Level 1 - Food, shelter, clothing Latin Americans to be the happiest people in the world. Their high spirits in the face of relative poverty stemmed from a cultural norm that tends to positively The developed world has reached Level 4, proving their worth and self assess life in general. esteem and validating their success. And yet, we’re still not happy! Level 5 is next: how do companies appeal to people’s need for self-fulfilment, faith, The Dieners’ research suggested that being happy is an evolutionary belief and authenticity? adaptation that helps us flourish in trying circumstances. The ancient mystics believed that happiness is a ‘state of mind’. In today’s context it is a positive So why aren’t people getting happier as they are getting wealthier? and personal response to difficult times. Do we buckle under the pressure Most people judge what they have according to what others have. So rather of the growing epidemic of economic gloom or take it up as a challenge and than being content with satisfying one’s own needs, most people can only be manage change for our own benefit? One country is even using happiness as happy by being comparatively better off. a measure of development. Himalayan kingdom of Bhutan is introducing a metric known as Gross National Happiness. Considerations will include how Consumers measure their comparative wealth mainly using Positional Goods like people use and balance their time, the health of the culture and community, top jobs, luxury items, and the best education. They compete for these exclusive and the quality of governance.3 positional goods, judging each other by acquisition and accomplishment of them. In societies that are not so much based on hierarchy, positional goods Conclusion have less of an effect because there are multiple niches in which people can show their worth. The conclusions of Positive Psychology, Happiness Economics and others show that happiness is chiefly an attitude of gratitude and acceptance. Yet in most societies, Status Anxiety is getting worse. In England we call it, Happy people are open to change and have a positive outlook on life. keeping up with the Joneses.” It’s eating away at happiness faster because They engage in purposeful activities that test their abilities, and develop Source Acknowledgements trendwatching.com, Time Magazine, Newsweek, the rich are getting richer faster and their lives are more visible. This is causing relationships of respect and closeness. BBC, National Opinion Research Center, Universities: Rotterdam, Erasmus, Southern California, Boston Middle-Class Anxiety where people with more than comfortable lives believe College, Minnesota, JK Galbraith, Robert Browning, themselves to be inadequate. Successful brands understand the ‘happiness trend’. They know they can’t sell Andy Warhol among others. happiness because true happiness is something people make for themselves. Footnotes Why doesn’t wealth promote happiness? In his 1958 book “The Affluent So smart brands choose to be facilitators and support meaningful self-fulfilment 1. http://en.wikipedia.org/wiki/David_T._Lykken Society”, economist John Kenneth Galbraith argued that affluence allowed so people can create their own happiness. In fact, successful brands have a 2. National Opinion Research Center us to escape miserable lives of hunger and sickness and the social conflicts deep and direct connection with the needs and aspirations of the consumer. 3. BBC and Time Magazine that stemmed from poverty. Yet affluence has also caused many unforeseen It is an emotional appeal to their senses, thereby building a long and fulfilling Images dissatisfactions. Galbraith believed that the materialism would breed discontent. relationship. Leaving behind what Kevin Roberts of Saatchi & Saatchi described Lui Rogliano www.flickr.com member: He accused advertising of conditioning consumers into thinking they needed as the ‘Love Mark’. Savvy consumers will endorse those brands that help them Piterart things they really didn’t and creating artificial desires that would be inherently find and create happiness in themselves. http://www.flickr.com/photos/piterart/2261431344/ disappointing to fulfil. 6 thoughts. 01.09 01.09 thoughts. 7 yeah, BY LUI ROGLIANO — DESIGN DIRECTOR AT GROW we did this! RITZ-CARLTON DOHA, COLLATERALS brains over beauty. Graphic Design has a long history and is known to be one of the oldest professions in the world spanning the days when early man adorned their caves. However in a history spanning centuries, not much has changed in the way people perceive graphic work. My thoughts all stem from a term I’ve been kicking around - Social Engineers. I’m not too sure when I first came across this term or who coined the phrase, however the central idea is that graphic designers are responsible for shaping the environment around them. But does this seem pompous? Do we, as designers, really have that much control or power (insert evil laugh)? After chewing on the concept, I’ve decided that it’s almost our responsibility to ensure that we present society with design that is more than just beautiful. Design should be strategic, functional, engaging and challenging. It’s not just you got that about style, it’s about ideas. It’s about communicating key messages. Our work may not have to be all that beautiful to make a difference - it doesn’t wordology? TINTERWEB have to be “up in lights” or draw attention to itself, but it should respond to the needs/requirements of the business and not to the personal preferences of the client. Design, after all, has a business function. Before we even put pen to paper, most designers spend hours researching to fully understand our subject. We draw on knowledge, experience, research and a good working process to develop solutions. Don’t get me wrong, the visual elements are certainly a focus - but not the only focus. It’s about communication and if the project doesn’t communicate, then it has failed. That’s why most designers are passionate about design. We see how effective it can be in changing the lives/opinions/circumstances of the people that come in contact with it. Design inspires us and we want to pass that on. Naturally there is a commercial side to the industry which also effects designers and our work. Clients expect more from designers than the visual. They need us to meet their expectations and be able to communicate verbally and in a written sense. We agree that this is a necessity and in doing so, we commit ourselves to constant refinements to meet their objectives. In a nutshell, however, it’s in our best interest to find the best solution for you and that the answer to your design problem has gone through our well-oiled It’s a changing world and we at grow take that very, very seriously. Tinterweb cog of research to deliver a solution that’s more than just beautiful. So what better way to get into the swing of it than with a lesson in vocab... The tinterweb is a slang word vocabulary, that is. for the internet. It’s used by geeks Images who want to appear cooler than www.flickr.com member: We’re often on the fringes of futurology (we love our ‘ologys’) as we search they actually are. Example: Lapolab for macro-trends that can shape or influence our clients’ business in the here http://www.flickr.com/photos/lapolab/2810559135/ and now. On our travels we meet a huge number of new words with new “I was surfing the tinterweb last meanings. So we thought we would introduce a new word in every newsletter night.”, Geoff the Geek exclaimed. in the hope you’ll sporadically use it as ‘Tai’ did in the movie Clueless. Source: Urban dictionary 8 thoughts. 01.09 grow 3rd Floor Thani Bin Abdullah Complex Ibn Seena Street, Doha, Qatar T +974 444 6222 F +974 431 4982 E email@example.com W www.growqatar.com © grow 2008. All rights reserved. No part of this publication may be reproduced without prior written permission of grow. The contents, layout and design are copyrighted and are protected by worldwide copyright laws and treaty provisions including Qatar Law No.9 of 2002 on the protection of copyrights and related rights.