Oakley – The Fusion of Science, Art & Expanding the Brand

Oakley, Inc. has long since been one of the leading sports brands dedicated to the fusion of science and art through its innovation in their products. Because of its huge success, it comes as no surprise that Oakley, Inc. would expand into the creation of other brands. These brands are the leading ones that you would find in the company's company portfolio:

Dragon – This brand actually has its roots dating back to 1993 in Southern California, with primary focus on the youth and its culture. Its influences come from the street and music culture rampant in today's youth, which are heavily accentuated into the products and eyewear the brand is very famous for. In fact, when you look at the goggles, sunglasses, and other accessories distributed by Dragon, you can certainly get in touch with the lifestyle and preferences of today's youth. At present, Dragon's products are distributed in over 45 countries worldwide, with a vast number of core retailers to its name.

Eye Safety Systems (ESS) – The designs developed by ESS are very popular, especially in the ranks of the military, police officers, and firefighters. This is because the designs boast of advanced eye protection systems of the optimum level. Such quality has made ESS the leading brand and supplier of eyewear for the US military. The great thing about ESS designs is that these were conceptualized for the most hostile environment possible, so peak performance and eye safety are guaranteed by these products.

Fox Racing, Inc. – The typical apparel for the motocross industry just would not be complete without protective goggles and eyewear. This is the forete of Fox Racing, Inc. Its innovative designs spell quality for all motocross enthusiasts all over the world. Because of the strong demand for Fox Racing sunglasses and goggles, more and more motor sports specialty retail stores have been distributing Fox eyewear worldwide. Oakley, Inc., of course, distributes these products as well.

Oliver Peoples – Oliver Peoples was actually co-founded by designer and optician Larry Leight way back 1986. In a short span of time, the brand has expanded its market to over 45 countries all over the world. In fact, 5 major retail stores are currently being operated by the brand in Tokyo, Costa Mesa, Los Angeles, and New York. New York actually has two retail stores in operation for Oliver Peoples. What's more, there are so many celebrities on the silver screen who wear Oliver Peoples® eyewear, making the brand all the more popular and prominent. Truly, with Oliver Peoples® eyewear, you enjoy the impressive mesh of both aesthetics from the olden days and finesse of the modern day.

A Brand New Recipe For Branding

In a recent article, I told the story of when I was a young whippersnapper, attaining classes at what was then and still is called "one of the more famous hotel schools in North America", the marketing professor gave us an interesting, but quite challenging assignment.

We were to find a hospitality business that marketed itself by using the participation of the owner as part of the "distinctiveness" of the business. At the time, this seemed like a most difficult assignment, because in those days, it seemed that not too many people really stood out in this field. At least that what it seemed like to me in my youth. Or maybe it was just that they did not want to either make a fool of themselves. There seemed little need to drive the world to their door. I chose a very different restaurant enclosed within an old 19th century Mansion in this very cosmopolitan city. It was called Julie's Mansion and was owned and operated by a very eccentric, but wonderful showman who knew that he had to differentiate his restaurant from all the rest. He knew that the best way to do that – after the assumption of great food, entertainment and service – was to turn himself into the "brand."

My job, as a young hospitality student, was to watch him carefully and learn as much as I could. One Saturday night I showed up and Julie was trying to 'insert' himself into the home team's pro hockey uniform. It was immediately obvious that Julie had never played hockey. To see a middle-aged man struggling to get into and then have to have me extricate him from the jersey, equipment, elbow pads et al, was hilarious for a young guy like me, who had been on skates and playing the game since age four. He certainly was not afraid to make a fool of himself. When I showed up that night, he had less than no idea what piece of equipment went where, and was struggling with the shin guards. He had got himself all tangled up with what he thought were hip guards, when in fact they were shoulder pads, worn over the shoulders. It was indeed the first time I had ever seen a 'player' wearing shoulder pads, stretched around his butt.

I helped him get 'dressed'. Next came the taping of the hockey stick. This was really hilarious, watching this fellow trying to figure out the right way to tape a hockey stick without making a mess of it and looking foolish to his customers. He had a special plan for that stick.

I taped his stick and now he was ready. He had on his uniform, equipment and helmet, borrowed from one of the local NHL players who were a frequent guest at the mansion. Now, he actually looked like a real NHL hockey player … in black and white running shoes, sans skates!

Then Julie 'flew through' the different alcoves and floors of the restaurant with a big ball of foodservice aluminum foil as his 'puck'. He stick-handled in and out and between tables, took shots with the aluminum ball off the walls, cross-checked his own waiters trying to serve tables, all the while yelling cheers and the phrase made famous' round the world, by Foster Hewitt : "he shoots …. he scores!" All this, at the top of his lungs. Then he had planned for a horn to sound loudly indicating that the 'period of play' in his imaginary 'game' was over. It was now time to go to the dressing room. In a flash, just like an on-stage magician, he quickly disappeared into thin air, hidden in his office.

My face was covered in tears. I could not stop laughing! The restaurant was in an uproar. Guests were laughing so hard … one guy literally fell off his chair. The waiters were laughing, the guests were laughing, I was laughing and all the while Julie was having a ball too. Here was a restaurateur who made his work fun.

I had not met one of these types before. I really liked and respected this fellow. But I figured then, and still today, that anyone who had that much fun … and made that much money … must know something the others did not. And he did. He became his own brand. 'Distinctive. 'Differentiated. 'There is attractive to people who are sick of seeing the same old, same old every day. People are attracted to differences not similarities. Take a look at what you can do with yours. It's right under your own nose.

© Copyright, Roy W. MacNaughton, 2006

Money Mastery – Three Easy Steps to Mastering Your Financial Destiny

When I was a kid I was constantly told, “We can’t afford that; we can ONLY get this; ask your dad if you can have that; you must save your money for a rainy day; start saving now for retirement.” Don’t get me wrong, I understand the intention of some of these messages and that they may even hold value for some folks but I also have learned that these statements can lead to potential financial paralysis.

By hearing those statements over and over again, I developed what could have been my Money Destiny. That Money Destiny led me to believe I would never have enough money, that I must always save and never spend, and that I was not financially safe. These messages repeated themselves in my mind every time I needed to make a money decision or anytime I thought about money. Soon thereafter I found myself resenting the “mean green” and at times wanting to rebel against it. Thank goodness I realized one day that should I continue down this same Money Destiny road, I was destined to have just enough (not plenty) or none at all for that matter or worry about money constantly, and stay in the middleclass.

When I noticed how I was making decisions that would keep me in the same place and never propel me forward financially, I knew it was time to bust my old patterns, break debilitating money-habits, and create a new money system, a new Money Destiny. Doing this was going to take some mental, emotional, spiritual, and physical work, oh yeah, and financial work as well! It meant I was going to have to stop listening to what I had been told all my years growing up as a child as well as stop playing the “tape recording” of these messages over in my mind. It also meant I was going to have to buck this old system every time it flashed before my eyes! My intention in sharing this article with you is to help you break down your conditioned mindset and build it up with a new one that actually works with you and not against you. This is a mindset that YOU are going to create, nobody else will be creating it for you. Isn’t that exciting?

So what does mastering money look like? Mastering your money literally boils down to one thing: your mindset. Have you ever noticed that when your bills are paid off for the month and you have some extra “bread” in savings, you are just bouncing around the planet like you are rich (even if you aren’t)? However, on the contrary, have you noticed that when you don’t have enough to make ends meet and you’re struggling to figure out where the next dollar will come from to pay your rent or mortgage, you never seem to see the light? And, have you ever noticed that you actually decided, either consciously or subconsciously, which of those scenarios would play out in your life?

What I would like for you to do is sit for a moment and put yourself into both situations. First, visualize yourself in the moment when you have no money, nothing in the bank, in fact you may be in the negative. You’re not going to be paid for another week and all of your bills are due yesterday. What is the first feeling that you notice? Desperation, anger, frustration, helplessness? Take a quick note of that. Now, go to the visual of having money in the bank, all bills paid off and in essence you feel free. You have extra money to do what you would like and everything seems to be going right in the world. Again, take note of the first feeling that pops up for you when sitting in this visualization.

Let’s take an even further step. Picture that you are in control of both scenarios. You actually designate or choose which will happen in your life. And, you actually choose the same scene over and over again. Which do you choose? Do you choose the visualization with lots of money and financial freedom or do you choose the daunting visual? I venture to guess you wish to choose the one of Money Mastery.

The concept of Money Mastery has to do with having a destiny when it comes to money. Some folks actually are destined to be rich, middle class or poor. For most of us, we witnessed how our parents behaved with money, listened to things they said and then modeled after them. If our parents were rich, we figured as adults that we, too, had the right to be rich. If our parents were poor, we grew up thinking we did not deserve to have more money so we followed in the footsteps of our poor parents.

I am here to tell you that you don’t have to follow in anybody’s footsteps when it comes to mastering money except your own. Today, you get to decide your new Money Destiny in just three steps.

Step One: Change Your Money Talk-

As I stated earlier, mastering money has to do with your mindset so if you have been saying repeatedly, “I don’t have enough money” or “I need more money” then I venture to guess you haven’t had enough money for quite some time. So, I challenge you to begin saying(even if you don’t believe it in the moment, trust me, you will learn to believe the following statements wholeheartedly), “I have plenty of money,” or “I am grateful for the money I have,” or “Money is a precious gift.” These are simple statements yet extremely meaningful. These affirmations are packed with power! And here’s why: when we hear ourselves say something, we generally believe what we say-whether it is good or bad-we believe it! Thus, if you are constantly saying, “Money is a precious gift and I am grateful for it,” somehow your mind hears that statements and translates it into action. Before you know it you are taking action to have more money in your life or better yet, money is finding its way to you and you did not even lift a finger!

Do you see where I am going with this new verbiage? Positive thoughts become positive feelings which lead to positive actions that grant you positive results.

Step Two: Change Your Money Feelings-

If you feel badly about money all the time you will not get money in return or worse yet, you will spend it like water because you want to get rid of the bad feeling. Makes sense, right? Therefore, it is imperative to change your Money Feelings.

Here’s an exercise: Take out a one-dollar bill. Look at it, in fact, examine it. Notice what you like about the one-dollar bill. Is it the color, the images printed on the bill or perhaps it is what is stated on the bill. I want you to find at least two things you like about the dollar. Now, sit there for a moment and FEEL what you like about it. It may help you to close your eyes and just be in the feeling, be in the moment. Now, think about what you can get for just one dollar. Maybe an apple, a banana, an orange. Maybe a pack of gum or two packs of gum even? You can give a tip to somebody after buying a coffee or you can get change for your one-dollar bill and put money in the meter to prevent getting an expensive ticket. Do you see how far that one dollar went? Did this give you a new feeling and new perspective about that bill? For what appeared to be a small bill it certainly turned into big things, didn’t it?

The idea here is to constantly associate positive feelings with money in order to get more of it. Let me give you another example. I used to get angry every month when I had to pay the bills. I would say to myself, “I get so angry working so hard for my money only to turn around and give it over to somebody else.” Then one day it dawned on me that I should be grateful that I have the money to pay the bills in the first place! Suddenly I reframed my thinking to state,”I make plenty of money to pay my bills every month.” And believe-it-or-not, I no longer resent that time of the month when I have to pay bills and more money has been coming my way.

Step Three: Change your Money Behavior-

If when you get your paycheck and you turn right around and spend it then I am going to challenge you to pause for a moment and not take the same action. In fact, I am going to ask you to replace that action with a new action: Paying yourself first. What I suggest to my clients is that they take at minimum 10% of their paycheck and pay themselves first by putting it in a savings account, retirement account or money market account. What is better is if you can automate this so you never even see that 10%. These days, most banks or employers offer an automated savings plan whereby they take whichever percentage you desire and they put it into whichever account you want. This is a great way to begin paying yourself.

Now if you are the type who never spends a dime, I ask you the question, “What exactly are you saving for?” Don’t get me wrong, I am not encouraging you to not save your money, but I am encouraging you get really connected to what exactly you are saving for. If you are saving in case of an emergency rather than for freedom, excitement, purpose, joy, or love, realize what will manifest is an emergency. My challenge to you then is to change the reason for your saving.

When we stop and really think about the phrase, “Money Talks” we realize just how truthful that is. What’s important to note is that we have the power to dictate the conversation with and about money so that it is either a rich conversation full of financial freedom and joy or it is a poor conversation wrought with desperation, frustration and debt. Here, you have been given three powerful steps to Money Mastery. My question to you: Which conversation will you now be having?

What Type of Fire Alarm Do I Need and Where Should I Put It?

It is probably quite evident that there are a number of fire alarms available, and at vastly varying prices, so it may be very difficult to understand the differences between Optical, Ionisation and Heat alarms. This guide is aimed at taking some of that confusion away.

So what is the difference between the models?

As stated above there are three types of alarm, each with its own uses.

Optical Alarm: This type of smoke alarm typically uses an infrared beam between two points, the alarm being triggered should the beam be disturbed. In much the same way as a criminal might trip an alarm when breaking into a bank vault or museum in the movies, if the beam is broken, the alarm will go off. It detects larger smoke particles best.

Ionisation Alarm: These alarms use 2 small plates (one charged positively, one negatively) and an alpha particle source to create a constant current running across the gap between the plates. When smoke enters the chamber it interferees with this process, interrupting the charge. When the charge drops, the alarm goes off. These alerts are best at detecting smaller smoke particles.

Heat Alarms: A heat alarm will trigger if the room temperature reaches a certain level. They do not detect smoke, and are not to be used as a substitute for a smoke alarm, but should be used in assisting these alerts for greater fire detection.

Why do we need different types of fire alarm?

Different types of alarm exist due to the different types of fire. Believe it or not, fires act in different ways depending on what is burning, and is important to identify the fire as quickly as possible. Different alerts are better at discovering different fires, and choosing the right alarm for the right room could save your life one day.

Fires can be particularly smokey, often caused by the burning of papers or clothing etc, and burn rapidly, producing smaller smoke particles. The Ionisation alerts are better at detecting these fires.

Other fires can be a lot less smokey, often being harder to detect, and are caused by the burning of carpets, sofas or electrical devices. These fires tend to burn less quickly, producing larger smoke particles. Optical alerts will be better at detecting these fires.

Which fire alarm do I need?

This article is meant as a general guide, and for more detailed safety advice it is highly recommended that you contact your local Fire Service. This being said, the information below should help you decide.

  • Optical alarm: Living room, dining room, hallway
  • Ionisation alarm: Bedrooms, walk in wardrobes
  • Heat alarms: Dusty areas such as garages, unconverted lofts etc where the dust could interfere with the other alarm types.

Alarms are available as either battery operated, or mains operated with battery backup. The mains alarms will continue to work for a time after power is lost to the unit, but only as a backup. If this is the case, mains should be restored to the unit right away, or the battery changed.

Some alerts even come with the option of interconnectivity, meaning if one alarm sounds, then all the alarms sound. This is highly useful in larger properties where one alarm may not be heard by everyone. The idea is to raise the alarm to everyone right away – as soon as a fire starts – and having the alarms linked together will achieve this.

Fires are responsible for a large number of deaths each year, as we all know from the adverts broadcast on television or radio. This is a fact, and can be greatly reduced by just checking your alarm to be sure that it works, and that it is the correct alarm for the location it is placed. Be aware that alerts need replacing after a certain amount of time, and it is worth checking on the unit and to note the replace by date. If you are unsure, check with your local Fire Service.