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					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




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