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This weekend we're outta here--moving just 4 blocks up the street
to 145 West on 200 South. Beginning Monday, June 9, we occupy the
ground floor of the Bertolini Block, a 117-year old building on
the National Historic Register. The space is smaller than the
current office, where we've been for nearly seven years, but we
think it's going to be better--a real conference room, new
hardwood floors and lots of windows (which we sorely lack in our
current space).
The space had been occupied by Howell's Photo, a downtown
business for nearly 60 years. When they called it quits in March,
we jumped at the chance to become tenants in another 100+
year-old structure, not unlike our own building. We're surrounded
by others in visually-oriented design businesses. On the floor
above is MGB+A, a long-time, prominent firm in landscape
architecture. The floor beneath us houses architectural planners.
According to the plaque on the building, the Bertolini Block was
constructed in 1891-92 and was designed by William Carroll. Built
for Ignazio Bertolini, a native of Italy, the building was
originally used for his real estate office and private residence.
Later it was occupied by various Italian, Greek, Russian and
Japanese businessmen. The Bertolini Block is significant as one
of the first business buildings constructed in Utah by a Southern
European immigrant.
We'll have an open house once we unpack. Just wish us luck that
the move and all the related services that have to move with us,
are working on Monday morning. If we don't answer, well...
try our cell phone...
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Great brands tell great stories. Everyone has heard the story of
how FedEx founder Fred Smith presented the basic concept of
overnight delivery in a Yale term paper. He received a "C". The
professor said that he had failed to describe a plan that was
feasible. You've probably heard well-known stories of
extraordinary service by Nordstrom department store employees.
The stories have become a staple of business management
literature.
Rolf Jenson, in the book, The Dream Society, tells us that in
Denmark, eggs from free-range hens have conquered over 50 percent
of the market. Consumers don't want hens to live their lives in
small, confining cages. They are willing to pay 15 percent to 20
percent more for the story about animal ethics. According to
Jenson, "this is classic Dream Society logic. Both kinds of eggs
are similar in quality, but consumers prefer eggs with the better
story."
When we consult with clients regarding brand strategy, one of our
most important tools is the simple one-on-one interview with
management, marketing and sales executives. We dig for stories.
Why was the company founded? Who are your heroes and muses? What
images are hanging in the workstations? Such stories provide real
insights into company culture and brand differentiation.
Few business thinkers have had more prominence in the last 25
years than Tom Peters. He said, "Great branding is a great story.
The Coca-Cola saga. The UPS saga. The IBM saga. Can you as a
brand leader (of a 4-person operation or 4,000 person
corporation) convey your story succinctly? Can you convey it in a
powerful way? Is it believable? Exciting? Mind altering? To
employees? To vendors? To customers? To the media?"
— Randall Smith
Several months ago we applied the
Perception Branding 5d process to understand the story behind
the School Improvement Network (see article above). We learned
that the company was founded by teachers. John and Blanch Linton
were frustrated that there was little help available to help
teachers teach. While maintaining their responsibilities as
full-time teachers, their Utah-based school district asked the
Linton's if they could help develop a simple instructional video
that might be used to improve the teaching quality of their
peers. It was successful. And so were the second and third
videos. Soon the Linton's formed the Video Journal of Education,
the predecessor company to the School Improvement Network. Today
the company is the leading provider of instructional tools to the
industry. Even though the School Improvement Network now delivers
their product in an online, high-tech, on-demand environment, the
story of the company founded by teachers, resonates with their
customers and drives business success. Following the completion
of our strategic services, we designed a new identity that
reflected the approved brand brief and brand concept board.
The iconic apple, a natural association with the education
industry, was differentiated by cutting a Granny Smith in half.
We're now working on a new catalog and trade show display that
will carry the new logo.
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