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The local chapter of Society for Marketing Professional Services, an
organization that recognizes the marketing efforts of architects,
engineers and contractors has given two of their three awards to modern8
for 2006. The brand and promotional materials we developed for Owell
Precast won for overall campaign, which included the identity,
brochures, product sheets and Web site. In addition, the logo, stationery
and pocket folder we created for Kendal Homes won best in the print
category. We appreciate the recognition, and acknowledge that good work
only comes about with the help of good clients.
We are contributing our services to the design and promotion of the Salt
Lake Sustainable Building Conference, to be held next month. Joining
with both public and private sponsors, we created the logo and Web site
for the group and are implementing an email marketing campaign to help promote
the day-long event at the Salt Palace on February 21.
Construction of the TRAX extension down our street (200 South) has begun
and within a week or two, on street parking directly in front of our
office will be gone. For visiting clients or vendors we suggest parking
on 600 West, the nearest cross street to our office or alternately, a
newly constructed parking lot in back of our office, also accessed from
600 West. Call us for details. / The modern8 gallery will continue to
exhibit the drawings, collages and paintings of Justin Smith and Seth
Calder through February 14, although in a more limited display. Some
works were sold and others returned with
Justin to New York where he continues his education at The Cooper Union
for the Advancement of Art and Science. / Our office, down the
street from Gateway, has room available for shared office space
with all the equipment, connections and conveniences in place. Please
email or call 801-355-9541 to make an appointment to take a look around.
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At the AIGA Business and Design Conference I attended in October, Tom
Kelley, general manager of IDEO, served as moderator. IDEO is a
450-person product design pioneer known for its groundbreaking work for
Apple, Caterpillar, Kraft, and other manufacturing icons.
Tom Kelley told us the walls of the IDEO corporate conference room are
adorned with an insightful remark by Henry Ford: “If I had asked my
customers what they wanted, they would have said a faster horse.”
Focus group studies are notorious for this. If you ask people what you
want, they almost always want more of the same, just with better
features or a lower price. Real innovation produces ideas that no
customers would come up with in the normal course of researching
their wants. This is possible because designers try to conceive
what people will want in the future, rather than what they want now.
As Marty Neumeier describes in his new book, Zag: The Number 1 Strategy
of High Performance Brands, the best way to judge a new idea is to map
customer feedback against a success pattern. When you draw a chart with
two axes, one for “good” and one for “different,” you can see how you
stack up against other options.
Just like Stephen Covey’s famous urgent-important matrix, the best place
to be is in the upper-right quadrant — in this case, where good and
different combine to create a successful idea. Unfortunately most
companies feel more comfortable in the upper-left quadrant, good but not
different, and end up with just a faster horse. Judge that new proposal
against the good-different matrix. You can’t be a leader by following
the leader.
— Randall Smith
Everyone can use a handyman, particularly if you’ve got better things to
do — like run a store. Over 1,800 T-Mobile retail sites from San Diego
to Manhattan know that and depend on Action Facilities Management to
help them with everything, from heating and air conditioning problems to
that wall needing paint. Responding to calls anytime, anywhere, Action
Facilities Management can deploy the right contractor to fix the problem
allowing store personnel to concentrate on running the business. We
employed the Perception Branding 5d process, to position the company and
expressed that in a new identity, tagline and brochure. The outcome
provides real rationale for outsourcing handyman services in retail
environments.
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801.355.9541
561 West 200 South
Salt Lake City, Utah 84101
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modern8 Corporation.
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