Ever heard of Burning Man?
Probably, but if not, it is a creativity festival that takes place each year in the desert (see photo).
Now, for those who have been, the above explanation probably left you ready to spit nails. It is difficult to describe Burning Man, and as it says on their website:
"Trying to explain what Burning Man is to someone who has never been to
the event is a bit like trying to explain what a particular color looks
like to someone who is blind"
In the same vane, I have had scores of people try to get me to clarify the question: What is The Chicago Convergence? I have advice coming from every angle saying it needs definition.
I don't deny that there are scores of viewpoints, seas of opinion and chaos in abundance, but The Chicago Convergence is what it is. It is many things to many people and it has always been intended to be that way. The Convergence belongs to it's members and it sees about 1000 page views a day, 13,515 video views and 2312 members. Not bad for a pile of chaos 10 months old.
Clearly, it is about Chicago and it's digital prominence, it is about discovery, connecting and enabling people to produce expanding results through collaboration. There are likely 15 other things it's about too.
Now, having said all that, we are working with brand specialist Marshall Ross of Cramer-Krasselt and Jim Cohen of Spark to boil this thing down to it's essence. The work is a bit like peeling back your skin to see what is at the chewy center, but very worth the time it has taken. Why are we doing this? Because we want to express the Chicago Convergence in the world (as it is) with clarity.
It has never been difficult for me to understand what it is or why - but it needs a way to get communicated so others 'get it'.
Last Friday, we saw four distinct 'Brand Worlds' produce by Cramer-Krasselt that express The Chicago Convergence in wonderful and exciting ways. The work being done, the language and imagery is extraordinary and will help catapult The Convergence to a professional brand image worthy of global attention (and likely a much much larger amount of chaos).
Stay tuned as we continue to unveil the future.