Mystery and Transparency

J.J. Abrams, creator of “Lost” started out his talk at TED by saying. “Whenever I meet people, the first thing they ask is, ‘What [the heck] is that island,’ quickly followed by the question, ‘No seriously, what [the heck’s] that island?”

Why does mystery captivate us so? Long ago, Abrams was given “Tannen’s Magic Mystery Box” by his grandfather. He’s never opened the box, but he’s never gotten rid of it, either. It reminds him of how hiddenness can often have as much if not more impact as revelation.


Mystery engages us. Mystery intrigues us, and brings us to new places in our thought processes and imaginations.

Mystery can be a powerful element in good branding. Not the “Is that meat or is that cake?” kind of mystery. The “What is it about you that I find so irresistible?” kind of mystery. I’m imagining a box graph with “transparency” in the upper left quadrant. In the lower right would be “bald-faced lie” but maybe in the upper right quadrant could be “mystery” maybe the lower left could be “Over sharing” or “too much info!” Like so:










 Lie-ey lies



Businesses and brands that stay in the upper half of this graph know how to strike that balance between giving people good intel and leaving them with a bit of expectation.

I think of Farrell’s Ice Cream parlors, a fond memory from my childhood in Phoenix. Farrell’s was an experience. On the transparency side, you knew what you were getting into. You’d walk into a Gilded Age era candy store – that was their version of an entry way – with every kind of gum, lollipop, chocolate, tooth-rotting, diabetes inducing product in the known universe. A server in a straw barber shop quartet hat would seat you, again the Gilded Age décor bright red walls, antiquish pictures and artifacts on the walls, white ice cream parlor tables. But there was mystery, too. Would somebody order the “Zoo?” When a party ordered the Zoo, Farrell’s pulled out all the stops. A siren would sound, an announcement would be made by a (perhaps too) effervescent staffer, and two other wait staffers would run around the entire restaurant (sometimes over empty booths) with a giant bowl of ice cream between them on a stretcher. Wacky ice cream hi-jinks! You never knew if and when this was coming. It was part of their Mystery Box arsenal.

Farrell’s deserves a larger brand analysis, but I’ll leave it to the transparency/mystery quotient for now.

Abrams is right. We tune in to “Lost” week after week, because we know we will discover something, but also because we know we will be confounded in a weird, tantalizing way. Go, mystery!


About CPL Creative

Here’s what we just added to the “about” page:


Isn’t it fantastic when people love what you do?

Our work is about defining what is lovable about your business, finding out who loves you, and sharing the love!

That is the essence of what brand strategy is about – beyond the logo, beyond the “skin” of your business are the myriad ways in which people experience what you do and who you are as an organization.

We want to help you connect in authentic, meaningful ways with your customers — especially your biggest fans–and give them the tools to share the love about your business.

So it’s no surprise at all. They love you. They really love you!

Missional Church is Making Me a Better Brand Strategist

“Missional Church” is an attempt made over the last decade or so to describe the core, no b.s. ideals of the Jesus movement. Missional church assumes that church as we know it at this moment in time (at least in North America) has largely lost its way. There’s volumes more to say about that, obviously, but not the point of this post.

I’ve come to realize that my training in missional church leadership is a real asset in my work as a brand strategist. Brand strategy assumes people can see through most gimmicks, smoke, and mirrors. Brand is about people’s lived experience with your product or service, and their visceral reaction to those experiences. So trying to spread a positive message about a brand is futile if all the touch points, all experiences, are negative. 

Missional church uses different language, but there’s such a correlation here. People have disengaged from church in droves over many decades, because touch points were negative, because they could see that “Brand X” church was more interested in budgets, buildings, and butts in the pews than in actually living in a pattern resembling the teachings of Jesus.

Missional church is organic and viral. It’s not a top-down 5 point strategy to get 200% growth in numbers or your money back. It only “works” if people feel an authentic connection with a group of Jesus followers. It’s about a group figuring out together, “How is God trying to make this little corner of the world a better place, and how can we join in?”

The best brands aren’t necessarily “on a mission from God,” but they are most effective when people feel a kinship, feel a connection, and want to spread the word about that feeling.

More to be said, but it’s time to get the kiddies up for school..