Printed and Digital Publications

from the desk of Bruce C. Bryan

Turning

Tables

Everything I needed to

know about business

I learned as a server

Ever wonder what makes a great server so unforgettable? It’s more than just a friendly smile—it’s adaptability, hustle, and the ability to read a room in an instant. Turning Tables reveals how the skills sharpened in food service—teamwork, resilience, and top-tier customer service—are the same ones that drive success in any career. Whether you’re in hospitality, climbing the corporate ladder, or hiring a winning team, this book connects the dots between restaurant life and professional excellence. Packed with real stories and actionable insights, Turning Tables serves up the secret ingredients to thriving in business—
no reservations required.

40

West

Two Brothers on the trip

to mark a lifetime

40 West is an autobiographical journey in some ways and a collective of essays about life and that journey in others. It’s two brothers making a reflective and intentional trip to honor and celebrate their late father. Along the way we learn about them, the man they called Dad, and the world around us. Tears, laughter, and thought-provoking messages are peppered throughout. It’s nostalgic, forward-looking, and fun - all at the same time.
40 West Book Cover

WHAT OTHERS ARE SAYING🧏

"

This universal story of two brothers on a road trip rings so true it had me longing to take a long drive with my siblings to reconnect and rediscover the power of family.

"

Beth Macy

New York Times Best Selling Author

"

This book is filled with sweet and intimate anecdotes, as well as thoughtful self-examination. Upon finishing the book, you know that Hugh McLellan Bryan was a damn fine human being, and that his sons follow in his path.

"

Gil Harrington, Morgan’s Mom

President + Founder Help Save the Next Girl

Insights from Bruce C. Bryan

B2Seeds written by Bruce, hosted on the 5Points Creative website through the years.

Help Right Be4 You

Help Right Be4 You

Help Right Be4 You

Each of us have discovered that people are fascinating. We simply need to take a little time to get to know them and then listen to what they have to say. That's a big part of the challenge. As leaders we run from a tasks to meetings to challenges to solutions mindset. Unfortunately, it's all too rare when we sit and just listen to people.

Each of us have discovered that people are fascinating. We simply need to take a little time to get to know them and then listen to what they have to say. That’s a big part of the challenge. As leaders we run from a tasks to meetings to challenges to solutions mindset. Unfortunately, it’s all too rare when we sit and just listen to people. Making that a part of our business routine is invaluable (it helps in our personal lives, too).  Often those times of listening can create a myriad of unforeseen opportunities. 

At the encouragement of a trusted advisor, I began meeting with my 5Points Creative colleagues individually, on a fairly regular basis.  We try to have lunch together – just us – a couple of times a year. It’s their time to tell me what’s going on in their world, what they’ve been thinking about lately, and where they’d like to see things going personally and professionally.

Not only do I enjoy them, I learn a lot at these lunches.

Recently in two meetings I heard one team member tell me they were starting to feel a little overwhelmed with their burgeoning workload. As we added new clients and grew, there was a feeling of anxiousness about how they’d be able to manage the extra assignments.  While some of the agonizing was premature, their concern was quietly building. It was becoming more real to them – enough so that they wanted to bring it to my attention.

As we were pondering the best ways to support this employee, I had another luncheon.  This time it was over sandwiches with friends in the neighborhood. It was here that I got a chance to hear, firsthand, about this person’s somewhat hidden talents. 

All2Easy to Overlook

I discovered this valuable employee has a perpetual to-do-list that is detail-driven and requires focus. I also learned they have immense talent on the more creative side of our industry. It’s rare to come across people who have this mix of detail and creativity in their personality. It’s also exciting to discover someone who embraces the variety of talents needed to do what we do. 

So, while we may have figured this all out over time, these adjacent meetings reinforced the concept that listening and making time for people must remain a top priority for all of us. In this case, I was able to allay their workload concerns and at the same time identify new talents that with be worthwhile for all of us. 

Obviously this approach of taking time to listen is important for the employee.  It’s also the gateway to often finding solutions that are actually right in front of you – just a little tucked away.

October 11, 2023
5 min read

No Calculators2Help You!

No Calculators2Help You!

No Calculators2Help You!

It's been well documented in past B2Seeds that I wasn't the best math pupil. In fact, I never even made it to high school calculus. It certainly didn't help that we weren't allowed to use calculators on tests. I do remember wondering why I had to work out those problems by hand when my calculator could do it for me!

It’s been well documented in past B2Seeds that I wasn’t the best math pupil. In fact, I never even made it to high school calculus. It certainly didn’t help that we weren’t allowed to use calculators on tests. I do remember wondering why I had to work out those problems by hand when my calculator could do it for me! 

Most teachers told us grasping the process made us stronger and helped us become more adept at math. Later on, some teachers admitted that knowing how/where to get the information (or the answers) was just as valid as going through the rigors of problem solving the hard way.

Decades later calculators are pretty much a thing of the past. Most students use their “smart phones” for solving math problems and looking up information for answers to test questions. Information is at our fingertips, and we learn from it 24-7. 

Today, there’s Artificial Intelligence (AI). The ways in which it has taken this whole issue of learning to the next level, is astonishing. These same classrooms – with new teachers and obviously new students - are now wrestling with what to do with AI. 

AI4Future Consideration

For the last several years, we have actually dabbled with AI in our writing.

You may wonder if Bruce is the one writing this issue of B2Seed or some computer? On the other hand, does it really matter?

There are all kinds of ramifications as it relates to AI becoming a key influence in business and education. Beyond that, concerns have been raised with AI creations in the world of art and even broadcast news. The fact is, AI is steadily improving. While that creates fear for some, others see it as an opportunity.

In the advertising and marketing world, AI could assist you with integrating faster solutions as a part of your routine. Some would ask, “why do we need 5Points Creative if AI can deliver the same results?” That’s a legitimate question. However, I prefer to look at the positive. We can do more for our clients with the support of AI. Plus, I choose to believe the human touch, along with a set of empathic eyes that accompany the human touch, provide an unmatched value.

So, let’s just agree to keep watching the evolution of AI with an eye on how it can help us all do a better job of marketing and advertising. For starters – check out Google Bard and see what it has to say for itself.

"I am an AI that can help marketers. I can help you better understand your target audience, create more personalized and engaging marketing materials, optimize your marketing campaigns, and automate tasks. I can do all of this by analyzing data and using my knowledge of marketing. I am still under development, but I am learning new things every day. I am excited to help marketers improve their campaigns and achieve their goals. Here are some specific examples of how I can help you: I can help you understand your target audience by analyzing their demographics, interests, and online behavior. This information can then be used to create more personalized and relevant marketing messages. I can help you create more personalized and engaging marketing materials, such as ad copy, social media posts, and email campaigns. I can do this by using my knowledge of language and psychology to create messages that are more likely to resonate with your audience. I can help you optimize your marketing campaigns for better results. I can do this by tracking the performance of your campaigns and identifying areas for improvement. I can also help you automate tasks such as data analysis and campaign management. This can free up your time so you can focus on more strategic tasks."

September 13, 2023
5 min read

Yacht Rock4the Win

Yacht Rock4the Win

Yacht Rock4the Win

Sometimes you hear a song and realize, hey I know that. Sometimes those songs are for advertising. Maybe it's a musical branding piece done specifically for a company. Often, it's a remade song that is newly incorporated into a campaign.

Sometimes you hear a song and realize, hey I know that. 

Melodies jump into our brain and then what is commonly called an “ear worm” takes over and there is no way to make it easily go away. Sometimes those songs are for advertising. Maybe it’s a musical branding piece done specifically for a company. Often, it’s a remade song that is newly incorporated into a campaign. 

First, let me say that using music in your advertising can be extremely effective in driving your message. It can help cut through the clutter better than others. You hear the first few notes of a “tune” and immediately recognize the advertiser. 

On the other hand, some music used in advertising is annoying. Case in point is the“Yacht Rock” song “Magic” made popular by the British band “Pilot” in 1975 and by Selena Gomez in 2009. “Oh, ho ho – it’s Magic.”  Well, no doubt you’ve heard this in the campaign for the diabetes (and weight loss) drug Ozempic where “It’s Magic” is replaced with “Oh-zempic.” I don’t know about you, but every time this commercial hits the air, I hit the mute button. 

Listen2the Music, but BeCareful Using It

For them, the song use is all about name recall, since that’s the biggest concern for drug companies primarily because their drugs have such weird names. Big Pharma pays Big Money to firms that specialize in the process of coming up with stupid names.  

After all of the images of happy people doing slice of life things, this mind-numbing, overplayed, 60- or 90-second television commercial takes more time talking about the “side effects” than it does to sell the product. And, all the while, that irritating music – “Oh-Oh-Ohaaw-ful” - is going on in the background.

So, my advice is to be mindful as you plot your next campaign.

Using music in your advertising can enhance audience emotions and make your ad memorable. Used wisely, it can help you differentiate and set your advertising apart from the crowd.  Should you opt for pricey well-known music? Perhaps. Sometimes the extra cost is worth it. But remember you need to obtain permission and the rights fees can be staggering.

Music in advertising can be beneficial, but be aware of the annoyance factor when considering an original “one hit wonder” song. Save the 70’s and 80’s tunes forMusic Trivia night at the local bar or for Final Jeopardy.

August 7, 2023
5 min read

Hard Questions2Answer

Hard Questions2Answer

Hard Questions2Answer

When I started this company 14 years ago, Public Relations wasn't a focal point of our new firm. Back in those days, we farmed out press releases, press conferences, and even media training. My background was in the television media business, so I was more focused on the advertising side of things in our industry.

When I started this company 14 years ago, Public Relations wasn’t a focal point of our new firm. Back in those days, we farmed out press releases, press conferences, and even media training. My background was in the television media business, so I was more focused on the advertising side of things in our industry.   

Then over time, as I listened to seasoned pros and watched many in the PR realm do their thing, I saw value in us branching out into this interesting arena as a service for our clients. You would think that the media, with its ongoing need for news and information, would be eager to print or air just about any PR piece we’d send them. I mean they need a constant influx of information to fill their pages or their newscasts, so why should it be such a challenge to get media exposure for our clients. Well, it isn’t that easy and has taken a constant effort to build an efficient and effective PR side of our agency.  

Some FreeAdvice4YourConsideration

Decades ago, I heard the saying, “It’s a bad day when 60 Minutes knocks on your door.” Though that show is almost as old as I am, that statement still rings true. 

While it’s unlikely any of you reading this piece will ever get contacted by the CBS News Network, you never know when unexpected reporters or challenging topics will cross your inbox or connect via your mobile phone. Even kind and friendly reporters, just out doing a casual story, can very easily catch you off guard and take you into a conversation you may not want to have. 

Recently I was meeting with a client who was about to experience her first live television interview. It was set to be a friendly meeting in a studio. In spite of those expectations, I wanted this person to be prepared. I coached her on some basic information to help frame the interview – questions I thought would be asked, what to wear, how to sit, and some other tips. I also spent time encouraging her to answer the questions she wants to answer and not always the question that is asked.  

Most of the time those in media have an agenda. I’m not talking about the kind of agendas being put forth by some in politics. Instead, it could be as simple as – tell a good story, or get this sound bite as quickly as possible so we can get onto the next assignment. Obviously, they have something they want to accomplish. You also have an agenda. You also have something you want to accomplish.That’s the kind of give and take you should utilize whenever you have any opportunity with the media. 

Hopefully the crew from Dateline or 60 Minutes never comes “knocking on your door.” But, if they do, or if you ever find yourself in a regular interview setting, be sure you make it a point to talk about what is important to you. Knowing how to engage the media in advance is generally the smartest plan.

July 14, 2023
5 min read

Be4and After

Be4and After

Be4and After

Before and After advertising is as old as... well, advertising. I mean, who hasn't seen an ad for Weight Watchers, and marveled at the Before and After comparisons of this highly effective weight loss program?

Before and After advertising is as old as... well, advertising. I mean, who hasn’t seen an ad for Weight Watchers, and marveled at the Before and After comparisons of this highly effective weight loss program?

“Here’s what I looked like before I started Weight Watchers!”  or “Here’s what my house looked like before I had new siding installed!” Let’s face it. Those before and after advertisements are as common as a Facebook post with someone bragging about what a good life they have. 

I recall working with a client in the medical industry, who absolutely hated the reality of before (problem veins, facial, or body issues) images in her advertising. In fact, we were never allowed to show the before or the after. 

Instead, we focused on ways of demonstrating to our audience the power of the after.  “How will you feel after you have gone through this process or procedure?” Or, for other clients, “How will your home or office look once you’ve completed that work?”  It was typically an approach that was aspirational in nature. 

It got me thinking. 

Think In Order2Create Something Different

So much of what we do at 5Points Creative is related to how our prospective clients expect to see their company, themselves, or their situation after they’ve engaged us to help. It starts early in the process when our team asks about why they have reached out, what they see their challenges being, or how they anticipate 5Points Creative helping. 

Once they’re on board, the headway continues as our Creative pros delve into defining what each client is hoping to accomplish. We uncover what dreams they have for their business or organization, and how those dreams with impact their customers. We continue by engaging them as to their thoughts, wishes, and desires relating to their corporate look and feel. These conversations provide the foundation and direction that facilitates the process of developing great work for our clients in order to achieve what they really want after  the hard work has been completed.    

Think about it! There is nothing that stops anyone – even you as you are reading this – from envisioning the after. It doesn’t just apply to your marketing and advertising. It relates to your operations, your sales process, your personal growth. Anything!  I’m not suggesting you can simply visualize this new after  visioning concept to make it happen. It takes more than that.

But, it stands to reason that if you start with your after, you’ll be in a better place once you begin wrestling with your before.

June 12, 2023
5 min read

Demographics2Look at When Marketing

Demographics2Look at When Marketing

Demographics2Look at When Marketing

People are unique. We can all agree on that statement. Yet, when looking at marketing decisions, it seems the experts want to lump us into categories with the assumption that everyone occupying that category has the same patterns, desires, interests, and passions.

People are unique. We can all agree on that statement. 

Yet, when looking at marketing decisions, it seems the experts want to lump us into categories with the assumption that everyone occupying that category has the same patterns, desires, interests, and passions. 

That is most evident in the generational groupings so popular over the past few decades. You know what I’m talking about.  It’s become trendy to pit the Baby Boomers against Gen-Y or Gen-Z, and don’t even talk about those Millennials and their preferences. Born in a certain year you are a certain way. Born in another decade and you absolutely fall into a different category. Speakers, authors, the media, and culture in general all thrive on generalizations. 

This kind of thinking makes it easier. It’s faster to produce the TV news story or magazine article. And it’s also wrong. 

Just because you know when someone was born doesn’t mean knowing what they’re going to think or how they’re going to respond. I hate to break it to you, but horoscopes are meant for entertainment purposes only. You can’t tell me that everyone who is born in 1998 or in January are cut from the same cloth. 

Demos Are Interesting, But They’re Not4Making Absolute Targeting Decisions 

Yet in advertising, companies are too often identifying their targets based on the generational labels they read about in magazine articles or see spoken about on television. That goes for hiring too. You’ll hear leaders discussing their “Millennials” or recruiting “GenX” employees and how difficult it can be for these people to work together. It’s all so – generic. 

It’s also off track. 

Good advertising draws interested people into a relationship with your product, service, business or organization. Great marketing keeps them engaged with you and loyal to your way of approaching client, customer, or patient interactions. 

Grouping generations together solely based on their birthday is overly simplistic and misses the mark. Instead, focus your advertising on reaching out to the people most likely to do business with you – regardless of their precise birthday. Your product is unique and so is your audience.  Focus on that part of your messaging and find the common ground with your interested audience.  Effective advertising resonates with consumers regardless of their stereotypical generational label. 

Target that next campaign to those you want to reach and do it in a unique way to get the best results.

May 15, 2023
5 min read

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