{"id":12788,"date":"2010-03-09T08:17:23","date_gmt":"2010-03-09T13:17:23","guid":{"rendered":"http:\/\/BrandTwist.com\/?p=2114"},"modified":"2018-10-18T20:14:21","modified_gmt":"2018-10-18T20:14:21","slug":"the-tale-of-the-boy-and-the-box","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/inspiration\/the-tale-of-the-boy-and-the-box\/","title":{"rendered":"The Tale of the Boy and the Box"},"content":{"rendered":"

My Mom got me snow shoes for my birthday.\"IMG00009\"<\/a><\/p>\n

Having just tried out a pair at my friend’s house\u00a0in Vermont, I was very excited.<\/p>\n

But not half as excited as my 8 year son who promptly got to work transforming the empty LL Bean box into a fort.<\/p>\n

I looked at the box, determined it had served it’s shipping purpose and started to put it in the recycle pile.<\/p>\n

Fortunately, his imagination stepped in and he quickly reclaimed the empty box as a toy.<\/p>\n

He spent the next hour cutting out a peep hole in the side, covering it with black paper (better to hide) and rigging a pretty sophisticated system to attach a light bulb to the inside corner of the box “just in case”.<\/p>\n


\nThank god for kids and their imaginations.<\/p>\n

Now, I know you are probably thinking “this just proves that we don’t need to spend money on expensive toys for kids, we should just give them empty boxes.”<\/p>\n

That was my first reaction too.<\/p>\n

But then I stepped back and thought, maybe the bigger lesson is we should approach branding and creativity more like empty boxes.<\/p>\n

E.g. more open to possibilities and forcing ourselves to look beyond the obvious functionality of something to really create something different….magical.<\/p>\n

That’s my point of view. What’s your twist?
\nWhen was the last time you practiced “empty box” thinking?<\/p>\n","protected":false},"excerpt":{"rendered":"

My Mom got me snow shoes for my birthday. Having just tried out a pair at my friend’s house\u00a0in Vermont, I was very excited. But not half as excited as my 8 year son who promptly got to work transforming the empty LL Bean box into a fort. I looked at the box, determined it […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[104,92,37],"tags":[],"class_list":["post-12788","post","type-post","status-publish","format-standard","category-childhood","category-creativity","category-inspiration"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t