Don’t know much about basketball? Don’t know anything about basketball? No problem. Filling out a winning bracket has little to do with knowledge of the game and a whole lot to do with luck. Case-in-point: over the past four years, we have done a mini four-person bracket challenge with our wives — who care nothing for basketball, generally ignore our brilliant advice about who they should pick, and instead choose the teams located in places they’d like to visit — and each year one of them has won!  That’s made for a bit of misery at home as we’ve had to humble ourselves in the face of endless victory dances, but it’s still so fun to play we’re doing again —  with all of you!

So if you have never done a March Madness bracket before, don’t be intimidated … and certainly don’t feel like you have to have background knowledge to join the competition!  Here are some simple stats, tips, and tricks to help you fill out a bracket. Read it, ponder it, and then do what you want with it — a lot of it simply comes down to luck!

…

All four #1 seeds have made the Final Four together once… ever
Since the NCAA started seeding teams (1979), only once have all four #1 seeds made it to the Final Four, and that happened just a few years ago in 2008. So while it is tempting to select all of the #1 seeds to make it to the Final Four, it is highly unlikely to happen.

The #1 team when the tournament starts is rarely the #1 team when it is all over
Only three teams in the past 26 years have finished the regular season ranked #1 and gone on to win the championship.  This year, Kentucky is the #1 team in the country — so if you’re a Wildcat fan, don’t order your championship t-shirt just yet.

A #12 seed beats a #5 seed almost every year
Since 1989, a #12 seed has beaten a #5 in the opening round in every year but two. Last year, three of the four 12 vs. 5 games were won by the 12 seed. The reason? The 12 seeds are the last teams to get invited the tournament each year (seeds 13-16 are automatic qualifiers by winning their conference tournament and are from very small conferences). So while the 12 seeds are scraping and clawing to get in, the 5 seeds are usually good teams that are in a bit of a slump. The team on a roll usually wins.

There will be upsets
Upsets in the first few rounds are what make the headlines, but don’t expect them to occur for the #1 versus #16 games since it has never happened before. Even if a #1 seed does happen to lose to the #16 seed, picking such an upset isn’t worth the risk to your bracket. Since the inception of the 64-team tournament in 1985, here are the statistics for how often the higher seed wins:

#1 seed beats the #16 seed 100 percent of the time
#2 seed beats the #15 seed 96 percent of the time
#3 seed beats the #14 seed 85 percent of the time
#4 seed beats the #13 seed 82 percent of the time
#5 seed beats the #12 seed 66 percent of the time
#6 seed beats the #11 seed 68 percent of the time
#7 seed beats the #10 seed 60 percent of the time
#8 seed beats the #9 seed 46 percent of the time

The tie-breaker
If you are lucky enough to tie for the most points at the end of the challenge, the tie-breaker goes to the person who guesses the total points of the championship game (winner’s score plus loser’s score). Since 1985, the score has fallen between 145 and 155 90% of the time.

Experts know as much as you do about what is going to happen.
You will hear experts on TV and in your office shout out their opinion as if it were fact. Don’t be intimidated, because they are wrong about 99.9% of the time. The truth is that no one knows what is going to happen — that’s what makes this so much fun!

…

We hope that these tips help you get through some of your trepidations and encourage you to join in on GD Squared’s bracket fun!

Now that you are armed with the know-how to fill out your bracket and win the Grand Prize,
sign up for the GD Squared Bracket Challenge!

Step 1: Create Your Vision
Your business might have great products and services, or brilliant customer service, or fantastically low prices – but effective marketing requires choosing an angle to promote and choosing what you will leave out. For instance, some Halloween aficionados want to replicate great art into their jack-o-lanterns. But the guy who chose to carve the beautiful Mona Lisa into his pumpkin had to accept that he would not scare his neighbors away with the terror of The Scream this year. In creating your marketing plan, choose to focus on the parts of your business that you are most happy to show off, and be comfortable leaving some things out for the sake of message clarity.

Step 2: Scoop Out the Guts
Marketing requires commitment. Once you’ve established your vision, commit to doing a thorough job of implementing it. Scooping out the pumpkin guts is definitely the icky part of Halloween preparations, but if you skip that step, your neighbors will see all the innards straggling behind your meticulously cut jack-o-lantern eyes. Don’t risk exposing the messy parts of your business; do the work to clean up all of your materials, from web to print, and align them all with your new vision so that your clients and potential clients see a polished presentation of who you are and what you are capable of doing.

Step 3: Have Fun
Lastly, we can’t forget that the main purpose of carving a pumpkin at Halloween each year is for a little enjoyment and celebration. So celebrate your organization and take time to enjoy the process of defining your brand and the vision you want to portray to your potential clients. It can be a bit messy when you first get started, but just like those pumpkin guts that are filled with seeds waiting to be toasted and tasted, there are many rewards hidden in the process of identifying your brand. So sharpen your knife and get ready to plunge in!

The Lutheran Malaria Initiative was on the cusp of their national roll out of their fundraising campaign when they decided they wanted to redesign their website to have a strong emotional appeal and bring to life the impact that their cause can have on the lives of millions. Their original site suffered from content overload with a tremendous amount of information that was intimidating to the casual site visitor who wanted to simply learn about why and how to help. The site was also visually uninspiring, with its repetitive layouts and lengthy blocks of text. To highlight the humanity of this powerful mission, we pared down the content and organized it to appeal to both visitors who want a quick intro to the topic and organization, and to those who want to get educated and become involved in the movement. The top half of the site sets the stage. It features a dynamic, full-screen panoramic view of an African landscape and provides a cursory overview that gives visitors one-click access to understanding the issue at hand. The video and educational quiz are used to further engage the user while encouraging them to spread the word with their friends. People who want to read more can easily access further information by clicking on the bottom navigation to open up another level of detailed content. View the website

The subject of the video, Aissa, is a young girl with visions of a lively and productive life. The video moves from watching how Aissa’s life would have unfolded, to suddenly realizing that it never happened because one small mosquito bite caused her to contract malaria and cut her dreams short when she was just a child. The video encourages us to “give a first chance” to children like Aissa, who never have the chance to live their lives because a mosquito got to them before a protective bed net did. By asking for monetary donations in order to provide bed nets and providing education to these young people before they become victims, this video makes it clear that lives can be dramatically changed with small steps and collective action. View the video

The quiz allows users to test their knowledge about malaria while also learning about the human impact of the disease. Each user selects an individual from a family in Africa, and follows this person’s journey through a typical day. Their story is laid out in short descriptions that are separated by questions for the user to answer along the way. The user’s score is tallied with each correct answer and when finished the user is prompted to share the result – and the website link – on Facebook. Engaging LMI’s youthful, active, online audience through social media is an important aspect of the campaign, and this interactive activity serves as an engaging and easy way to spread the word about the important work the organization is doing.
Take the quiz

At the entrance to the museum was an elaborate mirrored maze which took more than a few attempts to finagle your way inside. Once you traversed the labyrinth you were greeted by a full body-sized 3-D pin art sculpture. And I always enjoyed placing my hand on the hair-flying electric ball (otherwise known as the Van der Graff Generator). But the most memorable of all of the exhibits was an indoor slide that took you from the third floor back down to the first floor once you were done exploring all of the rooms. The reason that it was so memorable, however, was because I was too scared to ride on it.

I think back now and I can’t believe how scared I was! What was the worst that could happen? I guess maybe I could get stuck… Or I could go too fast and get hurt… But what really frightened me the most was the unknown. As the slide spiraled down from the third floor, each kid would be blocked from view until he or she sprung out at the bottom. What other terrifying things could happen to each of those kids while they disappeared from view? I imagined the worst-case scenarios like being attacked by monsters, aliens or dinosaurs instead of envisioning how much fun I was about to have!

Even as adults in the business world, fear of the unknown often dominates our reasoning and leads us to play it safe rather than take a risk. I certainly feel that same terrifying feeling at times when I’m running our business and if I have learned anything in the past 30+ years it is that sometimes it’s all in how you look at it. Instead of wondering about the worst that could happen, I flip it around and ask, “what’s the best that could happen?”

I ask this question of each of the projects that comes through our door. The answer usually leads to more questions? How will this lead to a greater mindshare? What will be needed to properly implement the project on the client’s side? Is it realistic? Is it something that we would show in our portfolio? Is there a specific action that should happen as the result of the project? Does it solve the problem?

Keep the end goal in mind when it comes to anything that you do and it will help guide you toward the best solution to the problem. It will help you keep a long-term perspective as you are winding down that proverbial slide which was so fraught with imaginary dangers. Be intentional with what you do and ask yourself, “What’s the best that could happen?”

1) How would you describe your sales so far this year?
A. Sales? What sales? (4 points)
B. Average. It’s pretty consistent with last year. (3 points)
C. Hallelujah the recession is over.  (2 points)
D. I’m the king of the world!!! (1 point)

2) What have you done this year to market yourself?
A. Nothing (4 points)
B. A little, but we could definitely do more. (3 points)
C. We’ve been so busy with clients, we haven’t needed to market ourselves. (2 points)
D. We never stop the marketing machine. (1 point)

3) What is your workload like right now?
A. I’m at my desk reading a blog and filling out a quiz, so that pretty much sums it up. (4 points)
B. We go in waves; a lot of ups and downs. (3 points)
C. We are busy, but we want to be busier. (2 points)
D. I don’t have time for this, how many more questions are there? (1 point)

Results:

3-5 points
You are in the market for some sparklers. Quick and easy, they don’t last long, but they are memorable if you light one every once in a while and revel in the fun. An occasional “wow” piece in the mail can keep potential clients on their toes and your name etched in their minds.

6-8 points
You need something that can spark a lot of creativity and go a long way. A bottle rocket is right up your alley. Prop it up, stand back, and watch it soar. You can use these all year round, and they are great to light when people are least expecting it. A creative marketing campaign with consistent contact (such as a regular emails or mailings) can help light up your brand in the eyes of potential clients.

9-11 points
One type of firecracker isn’t going to work for you. You need the assortment pack. Caution: don’t light them all at once. Figure out a plan before hand and follow a set order for them to have the most bang for your buck. Invest some energy, time, and money into your marketing campaign so that you can unroll a suite of materials that truly sparkle and bring you the attention you need and deserve.

12 points
It’s time to call in the big dog. You need the M-80 Salute. This will give you that one big explosion that you will need to get you noticed. But afterwards, you better wow them with the rest of the show.  A marketing blitz that makes a big statement about who you are and then a steady and sincere follow-up campaign could start lighting up your phones.

We went into it with that wide-eyed innocence of a kid who is eager to see the over-hyped summer blockbuster and as a result we came out of the proverbial theater a bit underwhelmed. But it did one thing that is quite invaluable, it forced us out of the day-to-day tasks and invited us to work ON our business.

Through a number of panels and workshops we were given a peek into new ways of thinking, new technology, and new approaches to the problems we’re facing. This included the never ending refinement of our “perfect pitch”, new project management applications and a taste of the cutting edge development in mobile applications.

We also found a bit of inspiration in the work of:

Stephen Doyle

Jessica Hitche

Armin Vit

As with most things in life, they are what you make of them and that was true with this year’s HOW Design Conference. We were a little bummed that it didn’t provide the answers we were looking for, but it did help us get on the right track.

Perspectives approached us to help them tweak their brand in order to better represent the quality of their company through their communication materials. The first step was to give their logo a haircut. The owners of the company wanted to be careful to not lose the equity that they had built up over the past few decades, so our challenge was to update their existing wordmark without losing the characteristics that made the old logo identifiable. Our solution used the structure of the original logo (with a dynamic “P” and “S” that balance the logo on either end) as a foundation. The typography itself was greatly simplified by moving from a bulky slab serif to a much more minimal rounded sans serif. For a company that prides itself on its approachability, this new logo welcomes people to learn more about what the company has to offer.

In addition to the logo, we worked with Perspectives to establish a basic set of guidelines that created consistency throughout all of their materials. By providing a brochure, PowerPoint template, and brand guidelines document, we helped establish a platform that could work across all of the company’s marketing initiatives. These materials will serve as a solid foundation as the company continue to grow.

Don’t know much about basketball? Don’t know anything about basketball? No problem. Filling out a winning bracket has little to do with knowledge of the game and a whole lot to do with luck. Case-in-point: over the past four years, we have done a mini four-person bracket challenge with our wives — who care nothing for basketball, generally ignore our brilliant advice about who they should pick, and instead choose the teams located in places they’d like to visit — and each year one of them has won!  That’s made for a bit of misery at home as we’ve had to humble ourselves in the face of endless victory dances, but it’s still so fun to play we’re doing again —  with all of you!

So if you have never done a March Madness bracket before, don’t be intimidated … and certainly don’t feel like you have to have background knowledge to join the competition!  Here are some simple stats, tips, and tricks to help you fill out a bracket. Read it, ponder it, and then do what you want with it — a lot of it simply comes down to luck!

…

All four #1 seeds have made the Final Four together once… ever
Since the NCAA started seeding teams (1979), only once have all four #1 seeds made it to the Final Four, and that happened just a few years ago in 2008. So while it is tempting to select all of the #1 seeds to make it to the Final Four, it is highly unlikely to happen.

The #1 team when the tournament starts is rarely the #1 team when it is all over
Only three teams in the past 26 years have finished the regular season ranked #1 and gone on to win the championship.  This year, Ohio State is the #1 team in the country — so if you’re a Buckeye fan, don’t order your championship t-shirt just yet.

A #12 seed beats a #5 seed almost every year
Since 1989, a #12 seed has beaten a #5 in the opening round in every year but two. Last year, three of the four 12 vs. 5 games were won by the 12 seed. The reason? The 12 seeds are the last teams to get invited the tournament each year (seeds 13-16 are automatic qualifiers by winning their conference tournament and are from very small conferences). So while the 12 seeds are scraping and clawing to get in, the 5 seeds are usually good teams that are in a bit of a slump. The team on a roll usually wins.

There will be upsets
Upsets in the first few rounds are what make the headlines, but don’t expect them to occur for the #1 versus #16 games since it has never happened before. Even if a #1 seed does happen to lose to the #16 seed, picking such an upset isn’t worth the risk to your bracket. Since the inception of the 64-team tournament in 1985, here are the statistics for how often the higher seed wins:

#1 seed beats the #16 seed 100 percent of the time
#2 seed beats the #15 seed 96 percent of the time
#3 seed beats the #14 seed 85 percent of the time
#4 seed beats the #13 seed 82 percent of the time
#5 seed beats the #12 seed 66 percent of the time
#6 seed beats the #11 seed 68 percent of the time
#7 seed beats the #10 seed 60 percent of the time
#8 seed beats the #9 seed 46 percent of the time

The tie-breaker
If you are lucky enough to tie for the most points at the end of the challenge, the tie-breaker goes to the person who guesses the total points of the championship game (winner’s score plus loser’s score). Since 1985, the score has fallen between 145 and 155 90% of the time.

Experts know as much as you do about what is going to happen.
You will hear experts on TV and in your office shout out their opinion as if it were fact. Don’t be intimidated, because they are wrong about 99.9% of the time. The truth is that no one knows what is going to happen — that’s what makes this so much fun!

…

We hope that these tips help you get through some of your trepidations and encourage you to join in on GD Squared’s bracket fun!

Now that you are armed with the know-how to fill out your bracket and win the Grand Prize,
sign up for the GD Squared Bracket Challenge!

We’ve all been to a website that makes us frustrated because we don’t understand the navigation, or angry because something keeps popping up and getting in the way of our reading, or worse, cringe because it’s just embarrassingly inappropriate. To illustrate, we took a quick spin around the web to look for some “spinach.” Click on one of the sites below and see for yourself. Some of these are blatantly bad with text showing up on other text and scroll bars to nowhere. Others simply present information in a way that does not empower the user to find what they need, leaving a frustrated potential customer to move on and search for something better.