Mikhail Zavileysky: "Brainstorming saved us thousands"
Mikhail Zavileysky: “There was a guy named Dima Agarunov, who owned the Gameland publishing house. He and I took marketing classes together in business school. In 2004 the school invited Thomas Gad, one the world's leading brand experts, and a favorite of the Stockholm School of Economics. Gad came up with the slogan "Hi fun" for Gameland, which they considered very cool, and which must have cost several tens of thousands of dollars. We figured that we also needed to do something like that, but first we decided not to call anyone for help, just to think for ourselves. Our brainstorming session in our Petersburg office came up with the slogan “Enjoy IT”. First, we decided that IT needed to be written in capital letters, and that there was a play on words with the word "it". And then we came up with the word "enjoy" as the second word because it’s always positive. As a result, “Enjoy IT” saved us several tens of thousands of dollars. A few years later we decided to take this slogan away, because even I started catching myself using the slogan "Enjoy IT" ironically - when something doesn’t work.”