by Frank Scotti, Chief Idea Officer

It’s pathetic that people with little or no actual helpful knowledge or beneficial experience in their field will label themselves an “expert,” with the sole intention of personal and financial gain, and at the detriment of their customers. In these “experts” defense, though, they have so little knowledge that they actually believe they know everything. These people deserve a flick to the back of the head. Stop it. You’re stupid.

So what defines a person as an expert in his or her field? How do you become an expert in your field, and how do you know if someone is an expert? There is much more to mastering a skill than merely having done it for a long time. Because you have 20 years of driving experience does not make you an expert driver. Knowing how to make spaghetti does not make you an expert cook, nor does tweeting make you an expert in social media.

The hallmark of an expert is intuition. Let me elaborate…helpful and applicable intuition…backed by years of experience and success. While proficient practitioners can intuitively identify problems, experts can also intuitively solve them. They tap into their vast pool of knowledge and effortlessly identify patterns, applying solutions in context to solve problems.

In short, you don’t become an expert. You evolve into an expert. The expert title is bestowed upon those who have vast, practiced, and constantly evolving knowledge in their field. The expert title is also reserved for those who innovate and explore boundaries with positive outcomes. We give these people cool nicknames like Hammerin’ Hank, The Axman, The King, The Chairman, The Duke, Stormin’ Norman and Papa.  We look to them to continue to dazzle, innovate and inspire us. And each time they do, they confirm their status, and nicknames.

To find an expert, look for those who are doing, not just talking. Look for individuals who are solving problems, not just identifying them. And look for those who are considered experts in their fields by others in their industries, not just self declared. Then don’t stop at simply asking who the experts are, but also why they are considered the experts.

by Frank Scotti, Chief Idea Officer

Have you heard? Paso Robles is “Authentic California.” Not sure exactly what this means. Is Paso home to a large Hispanic population from the days of the Mexican land grant, Rancho Paso de Robles? Maybe Paso is a place to learn all about the authentic Salinas Indians, the historical inhabitants of the area. No. Is it the current downtown shopping culture? Doubt it. Is there something in Paso that makes it authentic, as opposed to San Miguel? There is a lot that is not authentic. Technically, white people aren’t “Authentic California.” Neither are grape vines, trains, paved roads and water parks. I wonder what “authentic” means. I think it might be the charm of a small, friendly community.

Just when I thought I had a vague understanding of “Authentic California,”  San Luis Obispo claims to be “Pure California.” Don’t pure and authentic mean the same thing? Why, yes they do. They are synonyms. But no one will disagree that Paso and SLO are very different towns. Also, isn’t there a lot about SLO that is not “Pure California?” Crate & Barrel is Pure Chicago. Banana Republic is Pure Grover City. Home Depot is Pure Atlanta. I know, I know. I’m missing the point. This is a tag line, meant to differentiate SLO from other destinations. Pure refers to the mission, our proximity to the coast and healthy living. Hmmm, but then that also includes Monterey, San Jose, Santa Barbara, San Rafael, Santa Clara, San Francisco. Santa Cruz, and every other mission town. Maybe I’m not missing the point. Maybe the tag line is lazy, vague and simply falls short of its purpose.

But wait, that’s not all! Read more and you’ll discover that Arroyo Grande’s new tag line is “Vintage California.” I’m pretty sure the city meant this to mean representing the high quality of a past time, and not old-fashioned or obsolete. Mmmm. Wait. Maybe they mean vintage, as in the harvesting of a grape crop. But doesn’t Paso and SLO both claim to be the region’s wine center?

I had a little fun and created tag lines for most of the county’s other towns, so they don’t feel left out. Templeton is now “Genuine California” (it actually comes closest to being true). Atascadero, “Irrefutable California.” Pismo Beach, “Initial California.” Santa Margarita, “Veritable California.” Shell Beach, “Accurate California.” Morro Bay, “Legit California.” Oceano, “Bona Fide California.” Nipomo, “Factual California.” Cayucos, “Honest California.” Los Osos, “Valid California.” Avila Beach, “Credible California.” If I left out your city, e-mail and I will get you your very own “Undeniable California” tagline.

Quick, name one good outdoor billboard that you have seen along the 101 in recent months. I bet that you can’t name more than one. Of course you are hard pressed to do so for a number of reasons, the most important being that they all suck! OK. So you named the one for the attorney, William K Gamble, with the headline, “Gamble to win.” It is so bad, it is almost good.

As I drive the 101 both south and north daily, I am horrified by the lack of readability, creativity, messaging and branding on any outdoor board.  Of course, there are few exceptions.

Let me take a moment to acknowledge the exceptions. The Apple Farm board with the oven mitt pointing toward the exit with a headline that says, “Home Cooking, 2 Miles this way.” The Taco Bell board with the “Open Late” headline, logo and a food shot, with a directional. By no means creative, but I get the message. Another that at least communicates is French Hospital advertisement with a super sized headline, “Your Award Winning Hospital.” Although I question the strategy and if a viewer will know what an award-winning hospital means (I personally prefer a hospital that is life saving, makes no mistakes, and has the most skilled doctors and staff).

Now the worst of the worst. A board for the CCPN (Coastal Communities Physicians Network, I think) with a picture of a cruise ship and the headline, “Don’t miss the boat.”

This is a giant, WHAT THE…? Another one that kills me is for Kevin Main Jewelers. What’s with the tiny guy leaning against the bottom of every board? Their newest effort to seem in touch with the times is a tattooed guy’s arm, placing a ring on a non-tattooed woman’s arm. What does that even mean?

Do any of these advertisers really think or believe they are getting $1,200 to $1,500 worth of value and brand communication from any of these efforts? Has anyone ever called William K. Gamble and said, “Hey, Bill. I want to gamble to win?”

So who do I blame for such atrocities of advertising? I blame the outdoor companies for only being interested in selling the space, not the message. But in their defense, they are not creatively trained. They are sales people. I blame the clients who approve the creative. I especially blame and hold responsible every ad agency that has designed one of these boards for their client. The client should be getting paid for the damage to their brand that these boards are causing. I don’t know what to tell the folks whose boards are, um, not up to par. I can tell you that we here at Whizbang we create outdoor with impact, boards you will notice and remember. Boards that make sense and communicate.

If I see one more business shamelessly exploiting the "green" movement, I'll kick myself in the head. Just this Sunday, I saw a full page ad for the Dell GO GREEN SALES EVENT, which, to my point, had nothing at all to do with environmental "green" as one would believe.

The Smart Source coupon guide went so far as to create a specific name, Smart Source Green, and a logo with leaves to go with it. I thought they had migrated to soy-based ink, or used 100% post consumer recycled paper. I'm afraid not. Smart Source Green (and logo) meant that you can save money, not the environment.

 I commend local San Luis Obispo businesses for once again leading the curve. The Palm Theatre is one business that comes to mind. They spent a considerable amount of time and money adding solar panels to the roof of the theatre, and I think they were the first movie theatre in the U.S. to do so. The Beth David Congregation was the first LEED certified synagogue in the world, and many more examples. Well done, SLO.

We should all recycle, pre-cycle, and waste less. That much is expected. I believe we have turned the corner where we no longer need to praise businesses who have recycle bins in the break room, but rather criticize businesses that do not.

In advertising and design, creativity is often the word used to distinguish oneself from others, a mark of talent and/or experience.  As a word that is thrown, is “creativity” losing its meaning? What defines creativity as it pertains to marketing materials? How subjective is it? Is one man’s creativity another man’s ignorance?

In advertising and design, creativity should be judged on one thing… its ability to achieve the goals of the client. Industry awards are nice, and we have dozens of them. Results-oriented creative is better.  So why struggle to be creative at all? Why not just say. “Buy my product” really loud, with a big logo? Because research and case studies have proven that when we, as an advertiser, can connect with the consumer on an emotional, authentic, engaging, memorable and meaningful way, consumers will engage and not ignore. We call it the “Aha” moment, when consumers are transformed from brand buyers into brand believers.

Most consumers might buy once based on discounting, trial, or convenience. To get that same consumer to really believe in the product or service, to come back again and again, to seek out the brand, and tell their friends is quite another thing. Of course it takes a genuinely good product or service. It also takes “creativity” in the advertising messaging. When we can create and communicate meaningful new ideas, forms, methods, interpretations…be relevant and memorable, AND achieve success for our client, then and only then have we succeeded at being truly creative.