SCAD Presentation by The Moderns: Branding and Idea Economy

Interior DesignBranding andthe Idea Economy

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PRESENTED BY

Janine James, President & Chief Strategist

> human capital> knowledge> idea-based experience> location-independent> flexible> mobile> collaboration> energy-renewed> creative> gathering place

physical assetsnatural resources and agriculture

manufacturing-basedlocation-dependent

rigidstationary

competitionenergy-depleted

conventionalisolation

Traditional vs. New Economy

Now, competitive advantage is determined by human assets—namely

Formerly, economic success or failure was determined by assets: physical capital and money.

intellectual capital.

Intellectual capital responsible for

70-75%of total assets of all U.S. companies according to Nobel laureate Gary Becker 20 million new

idea-based jobs in the past 20 years

knowledge workers comprise 30% of U.S. work force and

command 50% of total wages

Ideas create value

“The MFA is the New MBA.”—Breakthrough Idea, Harvard Business Review

play a role in the new economy?How are designers uniquely positioned to

An arts degree is the hottest credential in the world of business.

By 2003, only

43%had MBA’s.

In 1993, 61% of those hired at McKinsey had MBAs.

Other disciplines are becoming more valuable.

Differentiation comes from making goods “transcendent,”

Physically beautiful and emotionally compelling.

The comparative advantage is more than design: it’s in the paradigm shift.

“I see us as being in the art business. Art, entertainment and mobile sculpture, which, coincidentally, also happens to provide transportation.”

—Robert Lutz, Chairman, General Motors

The knowledge economy is not saying “creative people reign free.”Designers must employ methodology.

It’s about problem-solving.Being left-brained isn’t enough. We now live in a world of

right-brained ideation.

Imagine what a more compelling,innovative leader Apple would be if they led innovation in sustainability as much as product design and experience.

What a more powerful story it would be to tell.

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Apple & iPod fall shortholistic innovation mix

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The poetic image is not subject to an inner thrust.

It is not an echo of the past. On the contrary: through the brilliance of an image, the distant past resounds with echoes, and it is hard to know at what depth these echoes will reverberate and die away. Because of its novelty and its action, the poetic image has an entity and a dynamism of its own.

— Gaston Bachelard, The Poetics of Space

(?)

Form Follows Function.

That’s not enough.Follows trends, social anthropology,

community interactivity.

We need to go bigger than just function.How does it solve problems?

Challenge = OpportunityHarnessing the Knowledge Economy

The Big Merge

New Media, New Prospects

Sustainability, Health & Wellness, Diversity…

KNOWLEDGE ECONOMY CASE STUDY

Tulsa Revolution

Question:

What will jump-start Tulsa’s transformation into a world class city?

Answer:

Create a globally relevant knowledge hub.

Lifestyle &Recreation

Arts &Culture

Diversity

Health &Wellness

Education

Nature &Ecology

Transportation

Sustainability

Urban Living

THE NEW TULSA:INTELLECTUAL

ENERGY CAPITAL OF THE WORLD

Tulsa Revolution

• The Channels• Gathering place• Stepping stone• Catalyze downtown• Self-sustaining microcosm • Think tank institute

Attract the knowledge worker and the companies that follow, which will in turn

revitalize the city of Tulsa and raise the tax base.

ModelShots 1

Downtown TulsaThe city center is located just north of The Channels

10-Mile LakeThe lake extends past downtown to Sand Springs

Impounding DamGenerates hydropower energy and raises the river’s water level

ModelShots 10

West BankAccessible by foot, automobile, and boat

The CanopyAn icon within the urban fabric, it will sparkle as light catches it

Downtown TulsaJust minutes away from The Channels

11th Street BridgeNorthernmost point of The Channels

A view of The Plaza on the island looking towards Tulsa Green.

The Public Market in the gathering place.

Looking south along the west bank toward the houseboats.

ModelShots 16

Impounding DamGenerates hydropower energy for The Channels

Wind TurbinesConverts wind to power

The CanopyCollects sunshine for power conversion

Rainwater Harvesting/ Stormwater WetlandServes as a natural river filter

The Creative ProcessStart Complex. End Simple.

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the modernssolutionists in brand strategies, marketing & branding

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We are a SolutionistThink Tank for Innovation

• Strategists, researchers, writers • Trend futurists• Experts in holistic branding and integration

intobusiness models

• Culture and community builders• Leaders in environmental strategies and

implementation• Multidisciplinary designers• Advocates for change

NOT A TRADITIONAL AGENCY

The ModernsNiche

Branding Advertising

MultidisciplinaryDesign

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What is a

brand?A brand is not a logo. It is much more – it isa culture, a community.

It is cultable and campaignable.

A powerful brand forges a visual memory and offers discovery.

What is a

brand?To become an iconic brand you need a position, a posture.

A brand must be desirable

to customers distinctive from the competition, deliverable by the company, and durable over time.

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What is a brand?

“Because customers have so many choices today, there is no reason for them to buy anything that doesn’t give them enjoyment. Strong brands are simply more enjoyable to buy, so you’d better have one if you hope to compete.”

David F. D’Alessandro, Brand Warfare

What is a

brand?

What is a brand?

“A brand is an ecosystem. Connections, not components, are thebrand drivers.”

Jennifer Rice,Brand Consultant

“A brand is the sum of all the hearts and minds of every single person that comes into contact with your company.”

Christopher Betzer, Brand Consultant

“A product is something made in a factory, but Brands are created in the mind.”Brandweek

A brand starts internally and radiates out.

Brand architecture is like using as-built drawings to describe the Sistine Chapel.

What is a

brand?“If all Coca Cola’s assets were destroyed overnight, whoever owned the Coca Cola name could walk into a bank the next morning and get a loan to rebuild everything.” Carlton CurtusVP Corporate Communications, Coca Cola

“In the mind” isn’t just a figure of speech.

A study by Baylor University using MRI shows thatCoke has done such a powerful job of positioning their brand that the human brain will say “Coke” even when the taste buds say “Pepsi.”

U.S. News & World Report, October 2004

What is a

brand?

Effective branding lodges itself in our brains!

No. 1 Rule:

More important than what you think about your branding is what customersthink about your branding.

What is

branding?

A True Story

A manufacturer in Asia makes red polo shirts. All the shirts are the same (same fabric, same cut, same stitching). When the polo shirts get to the end of the manufacturing line, they go into four different boxes...

The Power of

branding

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The Power of

branding A True Story

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The Power of

branding A True Story

$70 $45 $30

The Power of

branding A True Story

$70 $45 $30

Branding: it affects the bottom line.

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The Power of

branding A True Story

“Brands are the express checkout for people living their lives at ever-increasing speeds.”

Brandweek

The Power of

branding

Strong brands of the future are cultures.

Cultures are the way to self-aggregating communities.

Chaordic Model

THE CREATIVE ROLE

Solving complex brand challenges

With simple creative strategies

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Deconstructing brands

The Moderns’ approach to building brand cultures.

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THECHALLENGEHow to merge two brands to become the leading carpet company at mid-market?

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traditionally was more

customer-centric

traditionally was

more product-centric

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Choose The New Patcraft & Designweave goes beyond providing commercial carpet for the mid-market.

We create good experiences by putting people at the center of our story, inviting people into our community, and empowering people with choices.

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Look at what’s happening out there.

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Rise above the noise.What’s the competition doing?

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Customers are people.Who are they

People who

have long days

with packed

schedules.

People who

keep lots of

balls in the air.

People who type

e-mails and talk

on the phone

at the same

time.

People who have

to pick up kids

and get

groceries and go

to the dentist.

People with

deadlines to

meet.

?

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Customers are people.How does carpet fit into their lives?

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The 5th P.Social innovation builds an emotional connection with customers.

P [ price ]

P [ promotion ]

P [ place ]

P [ product ]

+ S social innovation

( the 5th P)

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We are in the business of peoplejust as much as we

are in the business

of products.

[We invite people into our culture.

We introduce peopleto other people in our community.

We sell through people.

We sell to people.

We put surface under people’s feet.

We save the people’s planet.

]

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Don’t make carpet.

Make experiences.

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THECHALLENGE

How do we evolve from a global technology company to a global TV company?

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THECHALLENGEHow do we get more Architects and Interior Designers in the contract market to care aboutwhat brand they specify for soil and stain protection on fabrics?

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THECHALLENGEHow do we get past

polarization?

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THECHALLENGEHow to breathe new life

back into downtown Manhattan following September 11.

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The Greening Trend

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THECHALLENGECan you design a better environment by designing environmental campaigns?

the greening trendthree simple steps to green

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Step 1

hire an ad agency

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Step 2

hire a PR firm

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Step 3

add water

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voila you’re green

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today everyone has a

greenstory

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Ecomagination

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Beyond Petroleum

the green noise

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the green noise

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and there’s more

noise blowing on the horizon

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is wind the new green?

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1,000sof cities, states, companies and countries all of them green.

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you can put lipstick on a

pig.

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but it’s still a pig.

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or lipstick on a frog.

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what does a

leaftell us about your core competency?

how does it relate to your agency’s core mission?

how is it relevant to the public?

Sometimes even INNOVATION from a Mega Brand can still leave us with

the greatest story never told.

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Greenpeace “Green My Apple” Campaignwent online September 2006

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Greenpeace’s comments onthe latest “Green Apple” campaign…

“Apple…needs to commit to phasing out additional substances with timelines, improve its policy on chemicals and its reporting on chemicals management.”

Nov. 2008 report

MILLICARE

How do you make “clean” relevant?

THECHALLENGE

Packaging before rebrand

Not a green story, a CLEAN story.

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green clean employee happiness

a brand story told through the experience of executives and human resources professionals

what motivates their choices?• caring about employees• employee recruitment• wellness of employees

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co-branding initiative with B.O.A

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email “pre-clean” service reminder

facility “after clean” poster campaign

the side that touches the EARTH

the side that touches the FOOT

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Shaw is a company that is leading innovation of carpet front and back.

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make the publicthe heroesby congratulating them for the choices they’ve made for our planet

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THECHALLENGETULSA

How to brand a city’s vision to transform itself into a

new knowledge economy hub.

Tulsa rEvolutionCASE STUDY: A regenerative urban master plan told through a community culture-building strategy

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“We cannot solve our problems with the same thinking we used when we created them.”—Albert Einstein

IMAGINE THE NEXTWe need to be awake.

This is a moment of transformation on a thoroughly global stage.

Become leading knowledge workers.

Transform from potential leaders and potential ideators into real leaders and real ideators.

Understand the centrality of branding in the new economy.

Sustainability and health & wellness of our communities must be at the center of what we do.

Understand and promote the central role of design in our new economy.

Be the

solutionists the world is asking us to be.

The Moderns

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thank you

Janine James

http://

www.themoderns.com

/

jjames@themoderns.c

om

Imagine the Next

This document was prepared and presented by The Moderns, Ltd. The research, ideas and concepts presented in this document are for discussion and remain the intellectual property of The Moderns, Ltd. They are intended only convey our strategy, thinking, and design ideas and cannot be copied, distributed or transferred without written permissions of The Moderns, Ltd. The photography or illustrations presented here illustrate style and context direction ONLY and cannot be used outside of this document without procurring usage rights from the original artist(s) or The Moderns.