---
title: What’s the Strategic Shape of Your Service?
description: What’s the Strategic Shape of Your Service?
---

[Blog | Brainzooming ](https://www.brainzooming.com/blog)

# [What’s the Strategic Shape of Your Service?](https://www.brainzooming.com/blog/whats-the-strategic-shape-of-your-service)

 Written by [Mike Brown](https://www.brainzooming.com/blog/author/mike-brown) | Dec 6, 2010 10:50:09 AM

<https://www.brainzooming.com/hubfs/Imported_Blog_Media/101203PlaneCrackers-3.jpg>While writing this Brainzooming strategic blog post, I’m in [my favorite strategic, creative environment. Regular readers, say it in unison, “Mike’s on a plane!”](https://www.brainzooming.com/?p=810) Tonight I’m flying Southwest Airlines and enjoying “Plane Crackers,” the snack you apparently get now on intermediate Southwest flights. **Plane Crackers are a great way of attaching a strategic shape to a service experience.**

Maybe it’s natural for Southwest since the airplane is a huge part of the [physical evidence of its service experience](http://servicemarketer.blogspot.com/2010/04/kind-of-physical-evidence-you-hide.html).

**This whole strategic topic of shape intrigues me** because quite frankly, **I’ve struggled putting one to The Brainzooming Group experience.** Originally, I tried to pick a shape which seemed both fun and vaguely industrial, thus the [Jokerman font](http://www.searchfreefonts.com/font/jokerman.htm) in the blog logo.

<https://www.brainzooming.com/hubfs/Imported_Blog_Media/101204BrainzoomingLogos-4.jpg>In the past year, however, with my wife Cyndi’s creative input,** I’ve gravitated toward an orange square** as an emblematic symbol for The Brainzooming Group. With the name appearing close to, but not in the square,** it suggests “out of the box”** while recognizing **creative strategies still have to be implementable**. The **square also suggests the hundreds of** sticky notes and numerous posters full of [**ideas The Brainzooming Group creative approach generates** during an energetic strategy session with a client](https://www.brainzooming.com/?p=3449).

While I’m drawn to the square, it’s not clear to me it’s ultimately the right shape for Brainzooming.

**Let’s wrap with 3 questions:**

1. **As a Brainzooming blog reader**, **what shapes are suggested** by your blog reading experience?

2. In your organization, especially if it’s a service,** how are you using shape in a strategic, creative way**?

3. And if the answer to #2 is “we’re not,” **how could you begin to** strategically and creatively incorporate shape into your brand experience?

I'm **looking forward to your thoughts**! – [*Mike Brown*](https://www.brainzooming.com/?page_id=1197)

[***The Brainzooming Group***](https://www.brainzooming.com/?page_id=1188)*** helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at *[*brainzooming@gmail.com*](mailto:brainzooming@gmail.com)* or call us at 816-509-5320 to learn how we can help you enhance your brand strategy and implementation efforts. ***

[View full post](https://www.brainzooming.com/blog/whats-the-strategic-shape-of-your-service)

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