Tag Archives: creativity


Above:  The web’s most clicked color.

000080 may sound a bit like the unlucky name of a secret agent, out of a Ian Fleming’s unlucky novel.  Truth is: 000080 is a lucky number, being the most clicked color on the worldwide web. It’s  more popular than Yellow Submarine, Simply Red and the All Blacks, combined. Ant that’s because you are more likely to click a link with this color than any other in the palette. We all know we are governed by numbers and Statistics is the measure of all things. Out faith in numbers is so strong that we generate an even stronger, self-replicating trend. This explains why more and more people choose 000080 as The Color of Choice. Not because it’s beautiful or fits the aesthetic needs of our message, but only beacuse Google Stats tell us it works better. This behavior, obviously, transforms an initial evidence into an Absolute Truth. It’s like a snowball: once it starts to roll downhill, you can’t stop it. And grows bigger. But Statistics starts as a set of consistent assumptions aiming to provide just an ‘idealized’ description of a questionable mechanism. It’s not precise, not to mention infallible.

Stats, for instance, forget to add that the more people are going to choose this color, the more omologated this will become. The brandpowder’s graph clearly shows how the blue line, representing the statistical model of mass behavior, leads to its rapid growth as much as its inevitable decline. The red line, by contrast, expresses a more individual adoption, based on personal taste rather than omologated response. You can see a twisty but steadily growing force in it.

Statistics, according to the elegant intuition of Eric Leo Lehmann, is based – itself – on statistic information. It’s not as accurate as we tend to think. Creativity should abandon this flimsy side of maths and go back to a more risky, uncharted, but much more exciting approach to work. Art is unpredictable and fun. Numbers, if not properly read and understood, can be just numb.

Note: the term Statistics, in this article, is used as singular when defining the science, as plural when referring to numbers.


Patent 00000027: and God created woman.

Our readers would excuse us if, this time, Creativity and Good Design goes metaphysical, focusing on some unusual aspects of copyright and ownership. We’d like to begin with a simple thought: God is the owner and inventor of everything. Our second thought, which is a consequence of the first one, is that we are just borrowers of things. We don’t actually own a single thing. Not even our body, which is a disposable item with an expiration date. That’s why the majority of us is so attached to stuff and we claim material and intellectual property over things: because we are afraid of death. Now, let’s assume that God, while creating the Universe with inexaustible fantasy and talent, considered for a second to copyright every single thing. Wouldn’t the world had been a sad, ugly place to live in? Just imagine a copyright symbol stamped on everything – from atoms to oranges, from flowers to raindrops – all things bearing the ® of Lord. Imagine the infinite series of lawsuits filed by God against all of us for using His world without asking permission, or for infringing the copyright. Fortunately, He didn’t do it. In His tremendous generosity, He just created an immense playground for us to enjoy. Then He left (or we left Him, depending on your point of view). This fact should make us all reflect upon what is ours, really. The Brandpowder Team is glad to post here a visual experiment on Surreal Ownership, as a way to look at creativity, marketing and even philosophy under a new prism.

God’s Patents 20334995, 453392332 and 23002391D: the blue sky, the seagull and the high altitude, dissolving cirrus.

God’s Patent 91120034857: the globe artichokes.

God’s Patents 271122300, 573920204, 475402183, 475449010 and 339120032: the altostratus, the island, the iceberg, the seawater and the nordic light.

God’s Patents 093445711, 94825565834, 384500019, 394302104 and 21113097: the saltwater lake, the cliff, the morning fog, the mountain peak and the light blue sky.

God’s Patents 79758554, 566540322, 1120212307, 55769211F and 998961244: the sandy plateau, the shadow, the boulder, the geyser and the crystal clear sky.

God’s Patents 40069194, 5059432, 00593039278, 038475573 and 57678321H: the forest’s bush, the fire, the driftwood, the soil and the night.

God’s Patents 7187237, 9082971, 6565382, 34955540, 464564372, 0943820, 7831643, 0039384, 2736421038, 3732392, 373762119, 0437597311N, 548290573941 and 676430111K: the grassfield, the bistort, the wintergreen, the alpenrose, the aster, the bartsia, the alpine aven, the calamint, the butterwort, the toadflax, the alpine daisy, the hawkweed, the french honeysuckle, the golden hawk’s beard.

God’s Patents 3190923, 7294532, 01947591, 018423434, 0998991, 1213002, 3452177 and 558812F: the very pale blue sky, the red ants’ underground nest, the camelthorn bush, the giant acacia, the riverbed, the igneous rock and the barren hill.

God’s Patents 0674493222, 8879943220K, 0033391823 and 00000032: the reflecting property of water, the krill, the whale shark, and the ocean.

God’s Patents 0000000001, 00000000011 and 0000045611922: Darkness,  planet Earth and the Moon. Light, as you have guessed, was not His first, but His second invention.

God’s Patents 000000073, 0092384735, 00393847332, 001982832, 001211373, 0000000006 and 0000411256: the expanding universe, the gaseous nebula, the column of cosmic dust, the white star, the helium, the dark matter and the quasar.

God’s Patents 910827346745 and 0000004972: the fig’s leaf and the idea of Creation itself.

The Brandpower’s symbol: a non-trademark, anti-marketing approach to things.


Our New Headquarters.

After much thinking, we decided to leave our office on W 65th Street and move into the country. Who needs an office in Manhattan, nowadays? I mean, we are living the digital revolution and, with a laptop and a bunch of weed, anyone can work virtually anywhere. Why not choosing a cheap, nice place? Mister Bernbach, who is still considered the father of modern creativity, once said the best ideas come up when you sit on a wooden chair. Nothing truer. Comfort is a distraction and opulence is obtunding.  So we scrapped off the stucco and we established Brandpowder’s headquarters in m.o.n.a., short for Middle Of Nowhere Alaska. The premises bear (the verb, not the animal) a gold rush atmosphere, but without the gold. The place needs a touch here and there but it’s cozy and spacious enough, and the view is fantastic: blueberry hills, crystal clear lakes reflecting a reversed landscape and, in the distance, the snowcapped mountains. And we have a gas station, with bar and pool tables only a hour drive away. Would you ask for anything more?

The Glasshouse for the Creative Dept.

The Meeting Room

The Cafeteria (without wi-fi)

The Library, with a Med-Kit Corner and Spare Parts Room (in the background)

Cool ideas need to stay cool.

Plenty of laughing gas (also for our clients).

Downtown of the Wilderness.

Brandpowder’s HalfTruck.

Our new vision on frugality couldn’t be complete without a thrifty vehicle. The HalfTruck is a great way to go around (once you learn how to keep it on two wheels). This buddy drinks conservatively and it’s extremely easy to park.

All photos © Brandpowder Team 2012