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Brand Archetypes

1024 576 Michael Kraabel

Brand archetypes have emerged as a compelling framework to craft and communicate a brand’s personality, values, and identity. This approach, rooted in the psychological theories of Carl Jung, presents a way for brands to connect with their audience on a deeper, more emotional level.

The essence of brand archetypes lies in their universality. These archetypes are not just mere character profiles but are deeply ingrained in human experience and storytelling, transcending cultures and generations. They represent fundamental human desires, motivations, and goals. By aligning a brand with an archetype, companies can create a brand narrative that is both relatable and aspirational to their target audience.

At the heart of this concept is the understanding that consumers don’t just buy products or services; they buy into stories and ideologies that resonate with their personal identity or aspirations. For instance, when a brand adopts the ‘Hero’ archetype, it’s not just selling a product; it’s offering a narrative of triumph, courage, and perseverance. Similarly, a brand that embodies the ‘Caregiver’ archetype might focus on nurturing, support, and compassion in its messaging, resonating with consumers who value these qualities.

These archetypes are not just creative constructs; they are strategic tools. They inform everything from a brand’s visual identity and tone of voice to its marketing campaigns and customer experience. For example, a ‘Rebel’ brand might adopt a bold, unconventional aesthetic and a tone of voice that challenges the status quo, appealing to a segment of consumers who see themselves as non-conformists.

However, the application of brand archetypes requires a nuanced understanding of a brand’s core values and its audience’s psychographics. It’s not about fitting into a predefined box but about finding an authentic expression that captures the essence of the brand while resonating with the target audience. The alignment should feel natural and consistent across all touchpoints, from advertising to product design, social media presence, and customer service.

Brands must also be adaptable. While an archetype can provide a strong foundation, it should not be a rigid mold. Brands need to evolve with changing consumer expectations and societal trends while staying true to their core archetype. Brand archetypes are based on universal characters that resonate with deep-seated psychological motifs. Here are the 12 commonly recognized brand archetypes:

  1. The Innocent: Brands that embody purity, goodness, and simplicity. They often appeal to a desire for peace, happiness, and comfort.
  2. The Everyman: These brands are down-to-earth, relatable, and approachable. They position themselves as understanding and empathetic to the average person’s life.
  3. The Hero: Heroic brands are characterized by their determination, courage, and motivation to overcome. They inspire people to be their best selves.
  4. The Outlaw/Rebel: These brands challenge the status quo and are defined by their revolutionary spirit and disdain for convention.
  5. The Explorer: Explorer brands are adventurous pioneers and seek to push boundaries or offer new experiences.
  6. The Creator: This archetype is about innovation, creativity, and artistic or visionary excellence.
  7. The Ruler: Ruler brands exude a sense of control, leadership, and exclusivity. They often appeal to an audience seeking status and stability.
  8. The Magician: These brands promise transformation and magical experiences, often seen as visionary or spiritual.
  9. The Lover: Lover brands focus on sensuality, intimacy, and passion. They’re often associated with beauty, luxury, and indulgence.
  10. The Caregiver: Emphasizing nurturing, generosity, and compassion, these brands position themselves as protectors and caretakers.
  11. The Jester: Jester brands are about fun, humor, and light-heartedness. They aim to bring joy and playfulness to their audience.
  12. The Sage: Sage brands are seen as wise, knowledgeable, and seeking truth. They often aim to provide insights, wisdom, and guidance.

They can create more meaningful and lasting connections with their audience by tapping into universal stories and emotions. In an increasingly cluttered marketplace, those brands that can effectively leverage the power of archetypes in their branding and marketing efforts are the ones that are likely to stand out and resonate with consumers on a deeper level.

Brands should not arbitrarily adopt an archetype simply because there is a desire to be one over another.  Brand Archetypes come from within an organization, and over the years, I have developed a comprehensive method of surveying team members in order to determine what the current state of the company might be and where the team members might aspire to take it.  Furthermore, having a split archetype is not uncommon, as many companies need multiple voices with different customers.  It’s important to avoid conflicting positions in these instances, as that could cause confusion among your customer base.

Empowering Through Education

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Empowering Through Education: The Invaluable Impact of Giving Back to the Community

The idea of giving back isn’t solely about financial contributions or charitable acts; it’s about imparting knowledge, fostering growth, and building a community. Teaching, in its various forms, whether it’s through a guest lecture, a keynote presentation, or nurturing your own team and clients, is a powerful tool not just for others but for personal growth and professional refinement.

A Clarity-Inducing Journey

When we teach, we enter into a symbiotic relationship with knowledge. Teaching is not just an act of sharing what we know; it’s an exercise in refining our own ideas. The process of breaking down complex concepts to make them understandable to others often brings a newfound clarity to our thoughts. Teaching forces us to scrutinize, refine, and articulate our own ideas, helping us crystallize and elevate our understanding.

Nurturing Thought Leaders of Tomorrow

Teaching isn’t merely a momentary interaction; it’s an investment in the future. By sharing our expertise and insights, we contribute to the growth of a future generation of thought leaders. It’s about planting seeds of inspiration, providing tools for innovation, and nurturing a mindset that fosters curiosity and continuous learning.

Leaving a Lasting Impression

Every teaching moment is an opportunity to create ripples that extend far beyond the immediate engagement. Whether in a conference hall or a boardroom, the aim is to leave the audience with not just information but an experience. It’s about providing one or two thought-provoking insights that linger in their minds long after the presentation, sparking new ideas and deeper reflections.

Empowering Teams and Clients

The act of teaching isn’t confined to external engagements. It’s essential in nurturing internal teams and fostering client relationships. By guiding team members through the thinking process and sharing the path to conclusions, we empower them to think critically, instill confidence, and ignite a passion for learning within the organizational fabric.

Reciprocity in Giving and Receiving

The principle of giving what you hope to receive is a foundational concept in the art of teaching. By generously offering knowledge, guidance, and expertise, we create an environment that encourages reciprocal learning and growth. When we share our insights openly, we establish deeper connections and build a network of trust and reciprocity.

Deepening Client Relationships

Teaching serves as a unique window into our worldview. By imparting knowledge, clients gain an understanding of how we perceive and interpret the world around us. This transparency deepens relationships as clients comprehend the depth of our vision and align their objectives with our shared insights.

Teaching is not merely an act of imparting knowledge; it’s a transformative journey of mutual growth. It’s a vehicle for refining our thoughts, shaping tomorrow’s leaders, and fostering profound relationships with our teams and clients. Through giving, teaching, and sharing, we contribute to a moment and a legacy of knowledge and empowerment.

The Unplugged Movie

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The Most Embarrassing Creative Project I ever Completed

 
I was organizing old hard drives tonight and came across the Adobe Premiere Pro project file and footage of an old 48-hour film project I completed years ago.
 
It was a film I produced, directed, wrote, filmed, and acted in all by myself.
 
It was incredibly hard, and the result was incredibly bad. I’m certain the folks who witnessed the first and only screening of it in a theatre probably thought I was absolutely insane.
 
Being that I was behind on nearly everything else I had to work on this weekend, I irresponsibly took the afternoon/evening to re-cut the short film to something a little more palatable. It’s still not great – or even good. In fact, you might watch it and demand this time back in your life.
 
The lesson I learned from this film, which is included in the epilogue, is that a ‘team’ is necessary to accomplish any great task. Everything I’ve ever done in my personal or professional life was made better by the help of others.
 
As for this film, I hope someday someone does a really serious review and critique. Maybe then I’ll be able to understand it myself.
 
As for those of you who get the underlying message of needing to unplug, take a look at my Unplug Project website – http://www.unplug.pro. It’s lacking serious updates, but the premise remains the same: get out there and experience life. Life unplugged.

It’s Official – The Bishop+Rook Family Continues To Grow

1024 461 Michael Kraabel

Over a year and a half ago I stepped away from advertising and branding to to pursue something I had always wanted to do: grow a company of my own, develop a brand from the ground up, and be responsible for my own professional destiny.

I thought it was going to be a simple creative sabbatical, but it turned out way different than I imagined.

The shift from working behind a desk with my brain all day, removed from the real world, to working with my brain AND hands has been a wonderful and enlightening experience.

Additionally, it helped me realize that 99% of the advertising I saw done before was useless to running an actual business.

For those of you thinking about a second career, it is possible. If you’re brave enough to step away from the comforts of your current condition.

As for my little business venture: The Bishop+Rook Family Continues To Grow

For the past year and a half, Bishop+Rook has been working with DNA Auto Centre of Cholderton, Wiltshire, UK as an extension of our American team – assisting on several Land Rover restoration projects and providing our team with workshop space at their facility.

We are now pleased to announce the acquisition of DNA Auto Centre by the Bishop+Rook Trading Company.

Lessons From A Year Spent Outside The World of Advertising

1024 576 Michael Kraabel

A year ago, I stepped away from the world of advertising and marketing (with the exception of a few projects here and there) to focus my energy on building a buisness (and brand) of my own. I started a company called Bishop+Rook – which builds and restores vintage Land Rover Defenders – offering products and service to those with a sense of adventure and a taste for nostalgic simplicity.

After 20 years of working in an industry I loved, the process of leaving the advertising world behind has opened my eyes to why so many clients and agencies can’t seem to find the magic they all hope for. Truthfully, I’ve learned the most about marketing and advertising by not being IN marketing and advertising. By starting my own business, I was finally building my own brand, becoming my own client, and re-learning the art of running a successful start-up business.

Clients and Agencies generally fail to achieve mutual happiness and success because each side is looking for different things in the relationship. Agencies (the people working on the day-to-day account) don’t generally understand the client’s business. Clients don’t generally understand how to use external creative and strategic talent to drive their busines forward. Angst grows between the two sides (jut like politics) when it seems like each is speaking a different language and both refuse to take the time to simply talk and be honest with each other.

I can’t solve that age-old issue – except maybe to serve as a translator for client-agency relationships like a therapist may help a busted marriage. What I can offer is a list of poignant observations from a year spent growing a passion project into one of the nation’s leading Defender Restoration shops. Here are a few things I’ve learned (or re-learned) over the past year:

– People are everything. Entrepreneurship is not a spectator sport – you’re only as good as your weakest team members. It’s the duty of management to handle these talent gaps, conflicts, and relationships. Be transparent with your team and they will repay that with honest work and enthusiasm. As an owner, I’m open about the risks we have as a company, financial situation, pending projects, deadlines, capabilities, and overall operations. I hired them to be experts at what their good at – restoring cars. It’s my job now to make sure they have something to do each day.

– Take Risks. If you want to grow a business you need to take bigger risks than you feel comfortable with. Put everything on the line and don’t be afraid to fail and start again. We started Bishop+Rook with an idea that more people would want to spend more time offline and outdoors over the coming years. We wanted to offer reasonably priced, but mechanically sound and capable off-road vintage vehicles. We acquired expensive inventory, created business processes, hired team members, expanded our shop space, developed partnerships around the world, and grew our portfolio. We approached each product as if our reputation was on the line – never cutting corners or sacrificing quality. Every Defender we put on the road was a representation of who we were is a company.

– Brand Matters. How your customers perceive you is way more important than your product or service. Having clients that trust you to do the right thing goes way beyond anything you could ever do as a company. Humans are emotional creatures, with passion, fear, anxiety, and the ability to dream. If the totality of your brand persona matches with that of your prospective customers, it’s a match. If not, you need to bridge that gap in order to generate a relationship. For us, we chose transparency and quality as two virtues we wanted to highlight.

– Create Content. From simple imagery to in-depth guides, use your expertise in your category to teach people. Show them you’re willing and able to be a helpful partner by sharing your knowledge and experience about whatever product or service you’re selling. People are also very visual, so make sure you’re speaking to all of their senses. When people are researching they’re doing so not to find a solution, but because they have a question. Every conversation should begin a premise that the prospective customer has an information gap and you can be the person to close it for them by simply listening and helping them out. Content can be designed for one-to-one relationships or built for mass audiences. The key is to invest just as much in your content as you do any marketing, sales, or technology tools. If I were running a large enterprise marketing department my spend and investment would be 50/50 – 50% on content and expertise, 50% on the marketing and tools needed to reach and engage prospects.

– Lead Nurturing Works. Successfully engaging customers at the right time in THEIR journey (not YOUR sales cycle) is the most important thing you can do to close the deal. People start their journey at different levels and at different stages of the engagement process. You should be there to make their decisions easier, eliminate stress, and help build the confidence they need to make their final decision. We’ve had customers who look at our site on a daily basis – from looking at projects to reading our guides. One of them recently called us after following our story for 2 years and he said: “Thank you for all the stuff you’ve written, it really helped guide me through my options. I’m ready to adopt a Defender now.”

– Use Technology to Help You. Even as a small shop, we get a dozen calls a day from people interested in building a custom Land Rover Defender. We can’t possibly keep track of that in our head – or where they are in their buying process. We’ve implemented a very robust CRM system and we use every aspect of it – from lead tracking and scoring to communications and contact logging. We used part of the system for the first few months and it worked, but it started to truly pay off when we built out the entire system and trusted it to do what it was designed to do. I don’t know how many companies I’ve consulted with over the years that buy a platform only to use it at the bare minimum level. Invest in your tools – it’s amazing how much the return will be in the long-run.

– Schedules, Timelines, and Meetings Don’t Matter. While it is good to make progress moving forward, I’ve come to learn that unnecessary or arbitrary deadlines only create stress and anxiety among your team members, customers, and the world around you. We’re all too focused on “showing progress” rather than “making progress.” When I was in advertising, half the time (and money) was spend preparing for meetings. Not making good stuff, or making smarter marketing, but simply preparing for meetings. I’m just as guilty as any client or agency there is in the world. At Bishop, we’ve taken a slightly different approach to managing growth – we ask ourselves a simple question: “where do we want to be in the future and what do we need to do to get us there?” The answer to that question is used to reverse engineer the tiny steps needed to walk back into our starting point. Restoring a vintage Land Rover is no different than launching a marketing campaign. We assess where we want the project to end up, decide what work needs to get done to get there, figure out what type of resources are needed along the way, and then we break down the steps of the process and work backwards.

– Have Fun. If you’re not enjoying what you’re doing, no amount of money can buy that day-to-day happiness. If you’re going to be spending between 8-12 hours a day doing something, you should really enjoy it. Have passion for what you’re doing and believe in it – be enthusiastic. I’ve seen so many passion gaps in the past; from clients checking things off of lists because they have to and agencies not doing their best work because team members don’t like the client or the product they’re working on.

I’m Mike, I restore cars for a living. But what I really like to say is that I’m a Defender Preservationist who helps people find adventure in everyday life.

Michael Kraabel

Founder – Bishop+Rook

http://www.bishoprook.com

The Friends We Meet, The Lives We Touch

1024 686 Michael Kraabel

My travels have taken me far from home; across oceans, continents, mountain ranges and to distant lands. I am the outsider in these voyages. I leave my friends, family and love interests behind in my quest to find something inspirational, the precious diamond and experience that as a child I could only read about. I come from a generation of fortunate youth that have had access to an open world — without limits on movement or aspirations.

These journeys take us collectively to all ends of the earth. We are a nomadic tribe of lost souls wandering around, seeking comfort, companionship and experiences. We study cultures, religion, architecture, ancient civilizations. We pack only our minimal necessities and open ourselves to what might come our way. We shun pre-packaged tours and scoff at the thought of an all-inclusive resort. We are indignant at times when people call us tourists. We have an ego about our way of life and in an arrogant way we carry our superiority complex as a badge of honor.

Yet we flock together in local pubs, cafes, pizza shops and a variety of other establishments aimed at helping us pass time. It is in these places that we congregate to share our stories, buy each other drinks and confirm our communal existence. There is no secret handshake to this club, there are no passwords, only the willingness to open up with complete strangers and become family – if only for a few hours.

I have met myriad of characters, each with their own narratives and their own histories. I mentally catalog their stories, their experiences and their thoughts. They weave an intricate tapestry of life. But with every story there is a hidden sub-text that helps to explain the person. Everyone has their own reason for leaving home, whether it was trouble or simply the pursuit to conquer the banality of everyday existence. They are students, hippies, drug dealers, tequila smugglers, corporate employees, scorn lovers, writers, photographers, poets, musicians and lost souls. Their trips last from one week to a lifetime.

It is not uncommon to find these long-term vagabonds setting up bookstores, shops, galleries and bars to continue to fund their lifestyle. And in return, they help feed the passion of others like them. They provide us with a safe haven to gather and pass information from one person to the next. It is a traveler’s credo that we must help each other out, from sharing a taxi to taking care of someone with food poisoning. I have been with people fearing for their lives and people who, after a long and torturous relationship, are just starting to feel life.

Sometimes the Swedes gather with Swedes, the Germans with Germans, the Israelis with Israelis. For some strange reason there are few Americans. For the most part, however, these stopping points are a melting pot of cultures from about the world. The tribe speaks English, listens to Bob Marley, drinks local beer and enjoys watching bootleg western movies late at night over a fruit shake. Some shower twice a day, others shower when they feel like it. Some take this opportunity to grow beards, shun shaving their legs and dress in a relaxed bohemian style.

There are the early-twenties gap year kids who drink heavily and do as many drugs as they can find. They smoke weed, buy bootleg CDs and enjoy living off their frustrated parents. They change clothes into something that’s just barely cleaner than the stuff they wore the day before. They ignore local cultures, live as cheaply as possible and are always looking for a way to extend their holiday and put off the inevitable growing up.

There is another group of people from their mid-twenties to mid-thirties that appreciate local culture. There are corporate drop-outs, expatriates, aspiring artists and dreamers. They have experienced structured life and find that it doesn’t provide them the solace they thought it would. They travel to discover new worlds rather than out-of-body experiences. There are still a few stragglers in this group that haven’t found their place in life yet, they’ll try opium, learn the local language, smoke heavily, hike to remote tribes and take every form of transportation imaginable. They travel alone rather than in the young flocks. They meet up with each other and follow the trail together for a few days at a time, only to depart and meet up with someone new.

There are the couples who travel together, only to return home to discover they have nothing in common. Some get married and continue to travel for life, putting off children for as long as they can. There are people that meet up and travel together in a singles lifestyle that encourages men and women to join together to travel as friends. I have been blessed to meet both men and women that I consider brothers and sisters. Our will to be with others is not sexual; it is simply the quest for companionship and someone to share our experiences with. This is hard to explain to people who have not traveled this way. This is not a Vegas or Cancun experience. It’s something on a higher level.

We leave behind preconceptions about who we are and what others appear to be. I could be a poor backpacker living on my last dime, or an executive at a top agency and it wouldn’t make much of a difference to those around me. We are who we are and the sum off all of our experiences.

This story is not finished, nor do I think it ever will be. There are always going to be people that come in go in our lives. Travellers will continue to wander the globe, sharing information and telling tales. It is during those brief moments in our lives where our lives connect with one another that time seems to stop.

Posted by kraabel at May 23, 2006 1:21 PM

Some Random Shots From My Adventures

 

The Near-Death Railway of Burma (Revisited)

604 453 Michael Kraabel

This is a post from the archives of my former travel blog, UnrealTravels.com.  It was published in a variety of places, including the PilotGuides website (which I did some community/forum development work for several years/decades ago).  A recent article on Jalopnik about the joyless experience of American Amtrak service lead me to re-publish it.

NOTE: I have not edited this piece since writing it in the lobby of the Atlanta Hotel in Bangkok sometime in 2004. It may have been the romance of the situation, but it appears that I found love in the grimy edges of train transport where others might not get the opportunity to experience that same joy.  A product of time or place?  Unknown.

I dreamed of riding the rail ever since I was a young child. I collected pieces of model railroad sets – setting them up in my small room – imagining myself one of the passengers. I would lie on the floor with my ear to the ground, watching the toy engine make its circular path around the small track. Only the slight hiss of the electric motor and the scraping of metal tracks could be heard as it whizzed around in endless circles.

Growing older, my fascination with model railroads waned and I begun looking for the real experience. I toured train museums and ate dinner on vintage rail cars converted to rolling dining halls. I rode the subways of New York, Chicago and the trolleys of San Francisco. I had the opportunity to ride the rail from Venice to Florence, Bangkok to Nong Khai and I even had a chance to ride the historical “Death Railway” across The Bridge Over the River Kwai in Thailand. These were all very impressive machines complete with services you might expect to find from a modern railroad enterprise. The convenience and punctuality of these systems left me satisfied, but craving more.

For over a century, the romantic sensation of rail travel has existed. Travel by rail harkens us back not only to the industrial revolution, but also the advent of leisure travel among the upper crust of western society. These magical overland journeys remind us of exotic destinations and a bygone era. There are places around the world, however, where rail travel remains as much a part of the local culture as it is a means to get to a final destination. The aging tracks of Burma are that kind of railroad.

White-gloved service that accompanied The British East India Company is now part of Burma’s history. These days, many travelers choose to ride the “impress the tourists” route from Yangon to Mandalay, where upper class cars contain modern reclining seats, dining cars and sleeper coaches. The less-traveled routes have barely changed since Burma declared independence from Britain in 1948. Since that time, many of the British-built rails have not been upgraded or maintained. When they are, Burma’s military controlled government tends to build them with reused equipment and forced labor. Fatal accidents are common, but reports rarely make it into the state-run media outlets. Unofficial reports tell a rather grim tale of the Burmese railroad system.

Nearly every local person I talked to about the train immediately cautioned me to take the bus or the boat. They said the train was too expensive for foreigners. Their hushed references to government ownership of the railroad sounded more like a silent protest. They told me that the train was slow and unreliable. Having spent 18 hours in the back of a bus from Yangon to Inle Lake, I had a pretty good idea what to expect of slow and unreliable Burmese transportation.

Having spent the afternoon aboard a private charter boat visiting the ancient city of Mingon, near Mandalay, I decided to forgo the traditional riverboat passage from Mandalay to Bagan down the Irrawaddy River. I asked around about the night train from Mandalay. Thinking I could get some sleep on the train, and save the expense of getting a room for the night, I decided to ride the rails.

After dinner and drinks with my Burmese friends, they offered me a ride to the train station. I arrived early so I could navigate the maze of a ticketing counter. The depot was dark, all signs were in Burmese and there was very little indication that a train was even nearby. I found the only open ticket counter and managed to mutter out the name “Bagan,” a deserted city, from 11th to the 13th centuries — of magnificent pagodas and temples on the banks of the Ayeyarwady. Bagan is one of the wonders of Asia, ,one that many believe rivals the temples of Angkor in Cambodia.

The ticket agent spoke English just enough to sell me my $9 USD upper class ticket, a ticket which locals pay only $1.50 for. The high ticket prices aim at dissuading foreigners from traveling by train, reserving the seats for Burma’s rich and military elite. I sat and chatted with a group of vacationing monks before making my way to the Mandalay-Bagan bound train.

As I walked down the dark platform, I passed a countless number of families that had built make-shift residences along the tracks. The environment felt like a small village – people ate, slept and worked there. The smell of diesel fuel and charcoal stoves hung heavy in the air. Food and drink were traded with the train passengers. As the only foreigner on the train that night, I was more of a curiosity to the hawkers than a potential customer. Seeing that I was clearly out of place, a young Burmese traveler helped me find my rail car in the pitch-black night.

As I boarded the train, I struggled to find a torch in my overstuffed bag. The locals were having just as much trouble finding their seats as I was. Fortunately, the British not only left behind these aging green rail cars but also English seat numbers. Our upper class seats were just as hard as the ordinary class benches, but had a thin fabric covering and pad that made them look somewhat comfortable. The only illumination in the rail car was a single bulb dangling from the ceiling, attached by lose wires, barely making enough light to make itself known.

As I took my seat, I was offered bottled water through the open train windows. The other passengers bought snacks and sometimes entire unidentifiable meals as the train started to slowly fill with local travelers. The family across the aisle from my seat offered me a candle for my table. I lit a mosquito coil in a desperate attempt to discourage the smaller buzzing passengers from feasting on me as their late night snack.

At 10:00, the train blew her whistle a few times to signal our departure. Minutes later, the train lurched forward and pulled out of the station. Through darkness of night, we slowly made are way away from Mandalay. The city lights faded in the distant and was replaced by a shadowy landscape of rice paddies and thatch roof houses. I could feel the countryside passing by, but could see no more than a few inches outside the window. If it wasn’t for the sensation of movement and the click-clackety sounds of steel-on-steel over the rail joints, I might have assumed we were trapped in a dark tunnel.

Further outside of town, the train started to pick up speed. The dangling light bulb became bright as a burning ember. It swung violently back and forth, creating a strobe effect, further enhancing my psychological fear that I was riding this train to certain death. The cars rocked from side to side with fierce motion; the train made back-breaking lunges up and down. I tried to close my eyes, but could only see an image of the train being pulled from a deep ravine below. I struggled to find my rucksack where I had conveniently stored the only device that could save me from death by rail: an inflatable seat cushion.

The nostalgia of riding the rail was now gone, survival mode had become my only consolation. My body curled up like a pretzel, trying to find a spot where I could rest without flying out of the seat. There were times, throughout the night, that the cars rocked so violently I thought they would fly off the tracks. Plunging to the bottom of a dark ravine was not a settling image. During the 8 hour trip I think I had a total of 10 minutes of anxious sleep. In the haze of morning, I sat disoriented trying to figure out how long I had been traveling and if I had reached my final destination. It was a little past 6:00 am, I was alive. The train had followed her rails like she was built to do.

Rather than waking rested and relaxed for a day of temple climbing, I was sure I had a case of vertigo and post traumatic stress syndrome. The memory of riding Burma’s Mandlay to Bagan rail line will not likely fade. Photos and video will never tell the complete story. It’s only through first-hand experience that someone can appreciate what it is like to meet death face-to-face and survive. The next time I travel to Burma, riding the rail will be at the top of my list of things to do.

Text © Michael Kraabel 2004, All Rights Reserved

For The Love of Marketing Prose

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I believe in the power of the written word to inspire an audience and to lead them on a visceral journey of self-discovery. I am writer, but I still make mistakes, leave drafts riddled with typos, drop letters from words, invent new words, and militaristically support the oxford comma. But I always try to get the story correct. Or at least somewhat clear.

I love writing corporate manifestos and scripts for brand anthem films. I’ve written a lot of them over the years. They’re big and powerful. They’re designed to inspire and unite teams and leave a lasting emotional impression. They help put companies in perspective for both the employees and their customers. An artfully crafted “about page” on a website can be the difference between global domination and bankruptcy (maybe, probably … probably not).

But sometimes, every so often, you run across one of these anthems or corporate overviews that go beyond their basic duty and simply become – all capital letters – ART.

Here is such a story…

“Flextronics or: How I Learned to Stop Writing Corporate Nonsense and Love the Power of Clarity in Words.”

A few years ago, I was driving around the bay area visiting several of our client’s customers as part of a brand transformation project. I was in the back seat as we passed by a series of newly constructed industrial park office buildings. As we turned a corner, I noticed one of the buildings had the google logo (in her bright and shiny technicolor glory). Most buildings in the Bay Area have a google logo these days, so it was more of a novelty. Next to her, however, was the building that caught my eye.

[tw-parallax image=”https://www.kraabel.net/wp-content/uploads/2017/01/flextronics_area.jpg” opacity=”50″ target=”self” lightbox=”no” ][/tw-parallax]

Flextronics, written in the most amazing 80’s video game typography, jumped off the building and into my curiosity.  I asked my fellow passengers if they had also seen this amazing icon of human achievement? They had.

We laughed and assumed it was a CIA front, considering the proximity to Google. None of us had ever heard of such a made-up-company-name before, so we googled. What we found was nothing short of marketing amazement. The Gold Medal of writing. The Nobel Prize for corporate speak. The Medal of Honor for “saying nothing, while saying everything.”

As I read the “about page” word for word to my fellow passengers, each carefully crafted word rolled off my tongue as if it had been written for my voice, and my voice alone, to read. It was magical. I was truly inspired, but perhaps for the wrong reason.  It was like a puzzle to solve. Who is Flextronics? Are they really a CIA front? Is this who John Galt is?

I enter it here, unedited, for your amazement, enjoyment, and investigation.  It is long, but you may thank me for introducing you to one of the most perfect corporate “about page” the world has ever constructed.  One that that does everything, yet says nothing.


Our Company

At Flextronics, impossible is where breakthrough begins. As a socially-responsible, global leader in design, manufacturing, distribution and aftermarket services, Flextronics is unique in its ability to provide end-to-end solutions through its innovative and proprietary systems — all to enhance customer competitiveness and success. Working across four business groups and several business units, Flextronics is able to unleash the full potential of the world’s most valuable brands and new ventures.

What Flextronics creates is value. By increasing speed to market and driving competitive positioning for customers, Flextronics in essence solves customers’ most challenging problems better, faster and more cost effectively than any other company. Flextronics is able to manage big data in a way that allows for trending in market environments that are in flux, allowing the Company to provide solutions for customers, often before a challenge is ever realized.

Flextronics is unique in the depth, breadth and scope of the Company. With an unmatched global presence, customers are supported with unprecedented speed in product ramp-up, delivery, and the ability to manage volume regardless of complexity or product mix. Leveraging state-of-the-art LEAN practices, Six Sigma, key investments in infrastructure and FlexQ, a propriety quality program that is beyond leading edge according to customers, Flextronics is the market leader in almost every business in which it operates. Whether high mix/low volume or low mix/high volume, Flextronics can enable any customer’s success.

At Flextronics, there is no room for “mediocrity.” If anything, the Company exists to continually test the bounds of what can be expected in terms of designs and processes. Optimization is what Flextronics does best.

People make the difference. People with passion have an even greater impact. The Flextronics team spans more than 30 countries and four continents, and has a global workforce of 200,000. Each member of the team is dedicated to enabling customer success. That is achieved through intense collaboration, passionate customer focus, thoughtful and disciplined execution, a tenacious commitment to continuous improvement and a relentless drive to win.

Culture is the most important sustainable, competitive advantage of any company. The Flextronics culture is built on commitment — to customers, employees, the communities in which it operates and the environment. Flextronics is a global leader in non-profit/for-profit partnership, providing assistance in the places around the world that need it most. The Flextronics Foundation provides assistance in the areas of natural disaster relief, human rights and educational opportunities. Culture drives every aspect of the Company’s success. The culture and business model work hand-in-hand to ensure simplicity, flexibility and above all — sustainability.


Do you know what they do?  Nah, neither did I, but I felt so damn empowered that I continued to search for a good while longer to try and figure it out.  I won’t say how long it took, but now I think I know what they do. I think.

What’s your best guess?

In the years since this discovery, I have often gone back to read the Flextronics about page. They’ve recently re-branded, so I have to find it on archive.org. It’s a reminder for me to “stop trying to be a writer” and just write. Write with clarity, precision, and with directness. Flextronics … you were my true first love of copywriting. We will always have San Jose.

Film Recommendations for Movie Lovers (Part I)

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Updated: January 23, 2017

Fun and Quirky Films You’ve Never Heard Of

I’ve spent the better part of my life watching movies. My first job was at a small town video rental store. I was paid $5.35 an hour, but I got unlimited movie rentals. Nearly every night I would grab whatever was left on the new releases shelf and bring them home. I would watch between 3-5 movies a night before my next shift in the morning.  I don’t nearly watch that many today (although there are days when I wish I could), I like to share great film recommendations with the world when I can.

The following list is in no particular order. I will not include movies that I think everyone is already aware of, unless it’s one of the “classics” that people put on their list, but generally haven’t made it around to watching.  I will try to put some sort of notes in each one to help categorize by mood or topic, which may help.

Safety Not Guaranteed (2012)

This is a fun date movie, or just a fun story to watch on a Friday night.  It’s smartly written and wonderfully acted.  If you’re a fan of quirky movies that make you smile, laugh, and think about the possibility of time travel, this is for you.

It’s Kind of a Funny Story (2010)

Stressed by adolescence, 16-year-old Craig Gilner (Keir Gilchrist) checks himself into a mental-health clinic. Unfortunately, the youth wing is closed, so he must spend his mandated five-day stay with adults. One of them, Bobby (Zach Galifianakis), quickly becomes his mentor — and protege, while Craig finds himself drawn to a fellow teen, Noelle (Emma Roberts), who just may be the cure he needs to forget an unrequited crush. Great quirky film that makes you laugh and smile.  

City of Ghosts (2002)

This is one of my favorite movies of all time, but I admit that it’s not for everyone. It’s raw and gritty and reminds me of my early travels to Thailand and Cambodia.  This film’s portrayal of this time is spot on.  The characters are amazing and the filming is wonderful.  The movie’s slow burn pace will be respected by lovers of film, hated by those who want immediate action and explosions.

Jimmy Cremming (Matt Dillon) finds himself in Bangkok after fleeing the investigation of an insurance scam in the United States. Having discovered that his partner and mentor Marvin (James Caan) has surfaced in Cambodia, Jimmy sets off to get his promised cut of the action. What he finds, however, is a bizarre, ominous environment where cleverness is bait. The further Jimmy searches for Marvin, the deeper he plunges into torment – and the farther he gets from getting out alive.

Cashback (2006)

The Director (Sean Ellis) of Cashback started as a UK fashion photographer, which shows up in his unique style and attention to cinematic detail.  It also shows up in some of the scenes filled with naked women. But that’s not why I love this movie. I love it because it started off as a short film, won some awards, and then was greenlit to be finished as a feature.  This is pretty much every young filmmakers dream.

Rotten Tomatoes: When art student Ben Willis is dumped by his girlfriend Suzy, he develops insomnia. To pass the long hours of the night, he starts working the late night shift at the local supermarket. There he meets a colorful cast of characters, all of whom have their own “art” in dealing with the boredom of an eight-hour shift. Ben’s art is that he imagines himself stopping time. This way, he can appreciate the artistic beauty of the frozen world and the people inside it–especially Sharon, the quiet checkout girl, who perhaps holds the answer to solving the problem of Ben’s insomnia.

Rocket Science (2007)

I will admit that I was in High School Debate.  I was good at it and I loved it.  Between movies and debate, that pretty much filled my early years.  Maybe that’s why I’m so weird today. I was completely unaware of this movie until a few days ago when it came on as I was leaving the room. As soon as I heard, “Resolved ….,” I did a Risky Business sock slide and immediately turned around and rewound the movie for the opening scene.  Long story short: this movie is about how awesome High School Debate is and how cool the kids were.  Ok, maybe not.

But it is a fun and playful love story, which featured Anna Kendrick in the leading role.  I had no idea until she came on the screen as a young teenager. I won’t spoil the movie for anyone, other than to say (for the debate fans) the topics were farm subsidies and abstinence teaching in schools.

Submarine (2011)

If you love Wes Anderson movies, you’ll love Submarine. Is it a direct rip off?  Or a cinematic tribute?  Who cares … it’s an awesome movie you must watch.

Rotten Tomatoes: Fifteen-year-old Oliver Tate has two big ambitions: to save his parents’ marriage via carefully plotted intervention and to lose his virginity before his next birthday. Worried that his mom is having an affair with New Age weirdo Graham, Oliver monitors his parents’ sex life by charting the dimmer switch in their bedroom. He also forges suggestive love letters from his mom to dad. Meanwhile, Oliver attempts to woo his classmate, Jordana, a self-professed pyromaniac who supervises his journal writing – especially the bits about her. When necessary, she orders him to cross things out. — (C) Weinstein

Films: To Watch List (2017) – Part I

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How many times have I spent hours looking through the never ending list of movies on Netflix and Amazon Prime trying to remember what movies where on my “to watch” list? I rarely like to re-watch movies, which is what always seems to come up. Perhaps that’s a product of me watching every movie that has ever been made. So, I’m starting this page to keep track of my 2017 watch list and issue short reviews of each film. I’m open to suggestions and debate in the comments section about each film on the list, or ones that should be put into consideration.

Seeking A Friend at the End of the World