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Review – Art Academy (Nintendo DS)
Nintendo’s DS handheld has been the home for more than 1.000 titles, since its inception back in 2004. While the majority of available games will do little more than improve your hand-eye coordination, an exclusive few – e.g. Dr. Kawashima’s Brain Training – has tried to apply the DS to our betterment and not just idling time away.
With the launch of the DSi, Nintendo started to provide games through digital downloads, amongst them the painting school program ‘Art Academy’. Developer Headstrong Games creative offering is now available as a full blown cartridge, bundling the two ‘semesters’ that previous were released on the DSiWare service as separate titles.
Tutor me up
Art Academy is subtitled ‘Learn painting and drawing techniques with step-by-step training’, which precisely captures what the game is all about. The main feature is a portable art course, that’ll take you through basic knowledge that budding artists should find useful. Under the gentle guidance of master painter ‘Vince’ you’ll be treated to ‘classes’ ranging from basic pencil techniques to advanced methods and ideas such as multi-layering and the colour wheel.
While the title never will be enough to create the next Bacon or Monet, the game delivers a thoughtful and considerate curriculum. Lessons are presented with clarity and easy understandable guidelines, and you’ll be taught skills like shadowing, colour mixing, under drawing, wet versus dry paint and grids.
Studies range from still life pictures of citrus fruits to mini lessons on how to create the impression of water movement. Several areas – for instance light and shadow – are covered in detail, with examples drawn from the works of famous painters like Jan van Huysum or John Constable.
Short cut to Louvre?
The DS’ touch screen works surprisingly well as a painter’s canvas, and a handy zoom function gives you that extra bit of precision when working on tricky sections. Drawing tools are kept to a minimum, but what made the cut are taught in depth.
Working you way through the course will take you a while, but when you’ve completed all ten main chapters, there’s precious little to keep you occupied. Acquired skills can be applied in the free paint area, where a number of included reference pictures can be used as inspiration – lucky DSi owners can use the handheld’s camera to extend their library.
Menus and icons are simple and close to self explanatory; after initial guidance younger family members should be able to express them selves at least with confidence, if not style. A soothing ambient soundtrack underpins your brushstrokes, and a few sound effects – e.g. scraping noises from pencils – add depth to the experience.
Artistic aspirations warranted
Art Academy enters the precious short list of edutainment titles on Nintendo’s handheld with all flags flying. Parents seeking to add a bit of variety to their kids’ DS library, teaching them a ting or two in the process, should consider Art Academy as a serious contender for their next purchase.
Verdict: Get it! (Verdict list: ‘Get it!’, ‘Rent’ or ‘Never mind’)
How the Classic Sun Tzu Treatise “The Art of War” Applies to Modern Marketing
Many years ago, I was required to read a modern translation of Sun Tzu’s classic text on warfare, “The Art of War” for a college course on Ancient History. I completed the read, took the test, passed the course, and promptly filed old Sun Tzu in the catacomb of my mind. I thought I was done with war theory and strategy.
As the years have gone by, and I have worked as a consumer product sales manager, product developer and marketing strategist for over four decades, I find that I use many of the military lessons that Sun Tzu taught in 600 B.C. and which are still studied at West Point and in military schools to this day. The lessons are simple, timeless and convert almost exactly for use as marketing commandments. I even refer regularly to my old dog-eared student copy of “the Art of War” for inspiration.
War and marketing have many similarities. Warfare is all about the successful control of ground. Marketing is all about the successful control of in-store (or media) ground: shelf space, location, display.
In warfare Sun Tzu stressed the importance of controlling the high ground. From a position of height, an army can look down on their enemy, target fire, hold ground with fewer soldiers and maintain cover while the enemy must expose themselves to come forward.
Robert E. Lee was arguably the greatest field commander ever produced in the United States (well, George Patton fans might argue this point). Lee performed remarkably in the Civil War with less manpower, less armaments and horrible logistic support. And yet, General Lee, a student of Sun Tzu, forgot the crucial importance of not fighting unless an army controlled the high ground as his Confederate force was routed at Gettysburg and the trajectory of the bloody conflict was irredeemably altered.
In marketing the high ground is taken when you offer a service or product that is honest in performance, presents value, offers new, exciting features and benefits and motivates consumers to choose your item and not the competitions. Do not be fooled, the craft of marketing and selling consumer products is a form of warfare. There is only so much shelf space in even the largest big box retail store. Advertising vehicles are limited by time (television, radio spots), space (newspaper, magazine ads), cost and frequency. The competition is always seeking to take the high ground and advance on your market share.
Sun Tzu said, “The winning general knows what is required for victory and then attacks. The losing general attacks; then seeks victory”. The same is true in marketing a business service or consumer product. A business plan, customized marketing strategy, Unique Selling Proposition and sales plan for successfully achieving distribution is essential to success. All too often, the over-confident or novice marketer attempts to penetrate a sales channel without conducting the proper due diligence and laying a groundwork that will support a campaign.
“Use the resources of others to your advantage”, is another theorem that Sun Tzu espoused. This is the basis of guerrilla warfare. It is equally applicable to guerrilla marketing.
“The winning general must think like a cobra”, wrote Sun Tzu. Cobras are fast, nimble, agile, ferocious and cunning. General Dwight Eisenhower is a perfect example of a military leader thinking and acting as a cobra. For the invasion of Normandy, D-Day, June 6, 1944 the Allied Commander continually feinted, used General Patton’s movements as a ruse, oversold false landing spots, and used deceit to confuse the Nazi’s about the date, place and strength of the landing force they would confront.
Successful marketers utilize as much secrecy, speed, agility and cunning as possible to outwit and out-hustle their competition. The cobra advantage is why new products continually penetrate large, established, often lethargic categories that are lead by sluggish, multi-national bureaucratic companies. In the beauty and cosmetic industry Bare Essentials and Philosophy has powered past many old line brands. Apple continually re-invents itself and energizes the technology sector. Jimmy Choo has become a generic label for the high-end footwear industry in the last decade. In 40 years WalMart has come to dominate and run off dozens of far older retail competitors. The Korean auto maker Hyundai has quickly become a top selling brand as price, quality and performance has provided the Company a keen Unique Selling Proposition.
“The Art of War” is still studied religiously to this day at military academies around the world. The reasons are simple: the lessons of successfully making war have not changed. Technology certainly has. Strategy and logistics, as described over 2600 years ago by Sun Tzu have not. The same applies to marketing. New distribution channels and technologies are created but the essential rules of marketing, and they parallel the rules of successfully making war, do not change. I recommend any serious aspiring marketer to pick up a copy of “The Art of War”, read it, and hold onto to it for career-long reference.