“Less worse is the new excellent.”

Just a quick post here about an economic development forecast I attended yesterday for members of the business community in Howard County, MD.  Attendees were enlightened and entertained by economist Anirban Basu of Sage Policy. Mr. Basu, smart and sought after economist — also completely entertaining, had even the most serious folks chuckling with sections of his economic forecast titled after popular reality TV shows (American Idle [sic], The Biggest Loser, Survivor and HC’s Next Top Model, etc.). Though all the news wasn’t great, hence the quote in this article title above, there were some positive signs about the future of business, particularly in the Baltimore-Washington region. Overall, the panel that represented real estate, retail, small business and hospitality was cautiously optimistic, and a survey of local businesses was as well.  Even Mr. Basu, who last year predicted a much longer recession, provided glimmers of hope.

     What were the take-aways from this event? While many businesses reported lower or even revenues, profitability per project was up for some. Businesses that were able to adapt by keeping lean but staying visible are coming out strongest. Staying informed and keeping a sense of humor is always a good idea.

–Wendy

Microsoft and the ipod

We recently came across an amusing illustration of branding gone wrong. It’s a parody on how Microsoft might have created the ipod package. If you can look past the clear mac bias (they are pretty good at branding after all), it’s a great example of what NOT to do in both design and brand thinking.

Take a look, here, at our blog. We got a chuckle out of it. We think you will too.

 

I recently came across an amusing illustration of branding gone wrong. It’s a parody on how Microsoft might have created the ipod package. If you can look past the clear mac bias (they are pretty good at branding after all), it’s a great example of what NOT to do in both design and brand thinking.

I got a chuckle out of it. I think you will too. But there is a lesson to be learned — adding information isn’t necessarily additive. Sometimes it detracts from the nonverbal message that’s being communicated. And more is not always better. Sometimes dramatically less can be dramatically better. 

Let us know what you think.

 

http://video.google.com/videoplay?docid=36099539665548298#

 

- Chris

Low carbon economy?

 

Low carbon economy? 

A recent survey (The Financial Times, Sept 18, 2009) shows that low carbon products and services are now generating more revenue than the global aerospace and defense sectors. “Climate sector” industries include renewable energy, nuclear energy, energy management, waste and water companies. The global revenue for these industries was $534 billion in 2008, a 75% increase. It seems that, despite the global recession, green is growing.

Will Sami, from sustainability consulting firm Domani, thinks it’s a reflection of the power of innovation. Many of these companies manufacture such products as windmills and fuel cells, or provide services such as climate change and energy efficiency assessments. Calling the growth “impressive,” Will says the statistic even surpasses the growth estimates expected, which forecast that low carbon products and services would reach approximately $500 billion by 2050. The prediction now, is that it could exceed $2 trillion by 2020, based on current trends. 

They growth is attributed to an increased number of companies entering the market, with 268 compared to 154 in 2004. The largest number of companies in this sector were in the US, with a combined revenue of $111 billion. The key growth areas within the sector are low carbon energy production, energy efficiency, control of water, waste and pollution, and climate finance.

This certainly comes as good news to us. As specialists in brand, marketing and differentiation in the green sector, we’ve seen change, both locally and regionally, first hand. But an acceleration of that change, we think, can only be a good thing. Think how much progress can be made with the engine of business growth pushing it. From many accounts,  just in the nick of time.

- Chri

A recent survey (The Financial Times, Sept 18, 2009) shows that low carbon products and services are now generating more revenue than the global aerospace and defense sectors. “Climate sector” industries include renewable energy, nuclear energy, energy management, waste and water companies. The global revenue for these industries was $534 billion in 2008, a 75% increase. It seems that, despite the global recession, green is growing.

Will Sami, from sustainability consulting firm Domani, thinks it’s a reflection of the power of innovation. Many of these companies manufacture such products as windmills and fuel cells, or provide services such as climate change and energy efficiency assessments. Calling the growth “impressive,” Sami says the statistic even surpasses the growth estimates expected, which forecast that low carbon products and services would reach approximately $500 billion by 2050. The prediction now, is that it could exceed $2 trillion by 2020, based on current trends. 

They growth is attributed to an increased number of companies entering the market, with 268 compared to 154 in 2004. The largest number of companies in this sector were in the US, with a combined revenue of $111 billion. The key growth areas within the sector are low carbon energy production, energy efficiency, control of water, waste and pollution, and climate finance.

This certainly comes as good news to us. As specialists in brand, marketing and differentiation in the green sector, we’ve seen change, both locally and regionally, first hand. But an acceleration of that change, we think, can only be a good thing. Think how much progress can be made with the engine of business growth pushing it. From many accounts,  just in the nick of time.

- Chris

Check out woofer! The anti-twitter.

A new twitter is born. It’s not really a new and improved version. Nor is it the next best thing. It’s pretty much the same thing but different. It was created for those who like to delve more deeply into their thoughts. Those who find twitter to be too restrictive. On woofer, you’re required to have a minimum of 1,400 characters in your post. (Twitter limits you to a very brief 140.)

The site bears a strong resemblance to twitter and is intended, I think, to be a complement to twitter, not a correction or replacement for it. On woofer, the idea is not “microblogging” but “macroblogging.” It gives bloggers a place where they can fully develop their thoughts and messages — really sink their teeth into a subject.

Woofer states clearly that it isn’t affiliated with Twitter. It’s run by an entity called “Join the Company”, an organization that says it’s trying to offer more fully developed entertainment on the web. They provide three instructions on how to “woof.” 1. Be eloquent. 2. Use adverbs. 3. DEA (don’t ever abbreviate).

I like the sound of that. I’m intrigued by the idea of a place where writing can be fully developed; where ideas can flow freely; where language can be crafted. But mostly I like the idea of a no-acronym zone. Think I could get them to ban those annoying SMS codes? OMG, wouldn’t that be gr8.

- Chris

Using The Color Wheel

Being that we are currently doing some logo and branding for a client in the wine industry, I thought that exploring the world of color might be a fun topic. We have just about finished up our black and white logos for the client and it is almost time to show them some color options. However, the color options are a little tricky since it seems like most companies in the industry use the same old color palate. I know that when people think of wine they think of red, white and blush (pink) but the question is are these are only options and how do I get away from them?

Sure, those are the colors that relate to wine but they are ordinary and we are trying to brand the company to be distinct from the rest so I thought I would do some research about color and see what might be a viable option on where to start for another direction. It was in doing this research, that I came across the “trusty” color wheel. Something I haven’t thought about since college but which I think might be fun to test out on this logo.

Basically, for those of us who might have slept through that part of class when you were in school, the wheel shows relationships of colors.These relationships help you create options that are pleasing to the eye. I realize that the color wheel isn’t the only answer but it is a good starting point and maybe it will help me come up with something new and a bit more daring than the red, white and pink of most of their competitors.

I think that www.aboutlogodesign.com said it best when they called color “the ‘silent salesperson,’ it must immediately attract the consumer’s eye, convey the message of what the product is all about, create a brand identity and, most importantly, help to make the sale. At the very least (as on a Web page or in a print ad), it must create enough interest or curiosity to induce the would-be buyer to find out more about the product (or service).”

I want people to be drawn to the color scheme. It needs to help sell this company, so I am excited to apply this theory to the logo and see where it takes me and see if the color wheel is still a viable tool in helping to choose color. Wish me luck.

-Bethany

Thinking outside the box?

At a panel discussion for enterprising women that I attended last week, I heard a particular sentiment that resonated with me.  The point that was being addressed was that changes in the economy, in technology and in the way we work have contributed to a  paradigm shift — it’s no longer enough to simply “think outside the box,” because the “box” is no longer there.

This is a time when true creativity and innovation trump text book strategy, and it’s more important than ever for those organizations who are seeking growth to re-examine their goals and priorities with that in mind. Life — business included — has to be invented. There is always something new to think about, something to improve, something to create.

And that leads me to a fabulous illustrated Op Ed I read in The New York Times by author, designer, illustrator (and I’d say philosopher) Maira Kalman about invention, called “And the Pursuit of Happiness.” It’s a quick, highly entertaining and inspiring read that is sure to get the creative juices flowing.  Take a look and let me know what you think.

–Wendy

Pizza Hut Logo Revamped

Over the past two years Pizza Hut has begun a massive brand-repositioning to modernize. With the tough economic times and people eating out less they have introduced, “The Hut” which aims to introduce fresher and more abundant toppings. It’s an effort to get back those consumers who have opted to eat in for healthier options. This new image, the red pizza boxes and their new menu items like multigrain pizza are part of Pizza Hut’s effort to reconnect with consumers.

Here is what Brian Niccol, Pizza Hut CMO had to say about the new concept on BrandWeek: “Design is a great way to create an emotional expression for your brand. But the pizza category has been a real laggard in doing that. Our red box is a game changer in packaging and design. And yes, we’re also introducing another vocabulary word with Pizza Hut, which is ‘The Hut.’ That ties in nicely with (today’s) texting generation. We wanted to make sure that Pizza Hut and ‘The Hut’ become common vernacular for our brand. Red is our mark and when you see that red roof, people will refer to it as ‘The Hut’ or ‘Pizza Hut.’ As we expand our online and mobile businesses, ‘The Hut’ is the perfect icon for our mobile generation.”

So what do you think about the new concept? Personally, I get the texting reference and the idea behind it but do I really think it will work? Maybe. In the recent past, I have witnessed through my niece how much things have changed due to the prevalence of texting. It is literally the new form of communicating. Kids aren’t picking up the phone anymore even if it is something extremely important, instead they are texting and if this trend continues I think “The Hut” has a chance of catching on. Only time will tell.

-Bethany

10 Simple But Often Forgotten Logo Design Tips

I just came across an article on LogoDesignLove.com’s website and wanted to share it with our blog readers. Our summer intern, Alex, who’s worked only on class projects so far, had the opportunity to contribute some ideas for a pro bono project we’re working on. As this is one of her first “real-life” projects, we thought this list was a great quick tip reference for her when working on concepts. It includes some great design essentials that all of us should be reminded of when thinking about logos.

1. A logo doesn’t need to say what a company does.
2. Not every logo needs a mark. Sometimes a client just needs a professional logotype to identify their business.
3. Two-way process. Remember, things might not always pan out as you hope.
4. Picasso started somewhere. You don’t need to be an artist to realize the benefits of logo sketching. Ideas can flow much faster between a pen and paper than they can a mouse and monitor.
5. Under-promise, over-deliver. If you’re unsure how long a task will take to complete, estimate longer.
6. Leave trends to the fashion industry. Longevity is key.
7. Work in black first.
8. Keep it appropriate.
9. A simple logo aids recognition.
10. One thing to remember. That’s it. Leave your client with just one thing to remember about the design. All strong logos have one single feature to help them stand out.

Number 10 is an especially good tip. You can’t convey a dozen different ideas in one logo — focusing on one particularly memorable attribute is key. That said, I’m looking forward to seeing what Alex comes up with. Each designer’s interpretation of information and thought process is unique, but keeping these tips in mind should be helpful.

-Bethany

Marketing ROI.

Just read an interesting article in Advertising Age that had my attention. Thought I’d share it and see what you all think.

In medicine and science, measuring an experiment and the return on its investment is pretty easy. You conduct two identical experiments with only one variable that’s different and measure the results. Whichever provides more of what is desired leads the way for what you do next. The return on investment increases with each piece of knowledge. Its very logical and systematic.

Is measuring ROI in a marketing campaign similar or different? Can we fairly expect marketing campaigns to be successful without similar control comparisons? The big cahuna’s in advertising do it.

Well, I think we can and we also can’t. We can, because marketing is about human behavior, which is not as consistent as the responses of an omoeba to a chemical, and because experience in marketing one thing can provide knowledge and guidance in how to market other things.

But we also can’t expect marketing campaigns to be successful without control comparisons because measuring marketing ROI can only be fully successful when it is objective and based on the numbers. Am I suggesting that companies should start running simultaneous marketing campaigns to essentially have them compete with each other? Maybe. The data would be invaluable, but, admittedly, it would be out of most company’s financial range to do so. On the other hand, wouldn’t the information learned save a good deal of money for years down the road?

What do you think?
Here’s the full article: http://adage.com/cmostrategy/article?article_id=137521

-Chris

Inform, engage, repeat.

Your customers know less about your services than you think they do. The hard reality is, until they need a certain product or service, they may not bother to find out whether you do it (or sell it) or not. Sometimes they just don’t think to ask.

We learned this one the hard way years ago, when one of our biggest clients engaged another firm to do a brand audit as an extension of a PR program they were launching. Having worked with this organization for more than a decade, we knew them inside out, had led them through a corporate identity change, managed award-winning annual report designs and helped transition each new communications director. But we didn’t tell them about all of our offerings often enough.

Do your clients know about your latest offerings? Do they know the depth of your expertise? Are you providing useful information and engaged in a dialogue on a regular basis?

Keep your clients in the loop. Tell them about what you do in an inventive way. Tell them more than once. Offer fresh, relevant content on your website or blog — information, tips, reminders that will be beneficial to them. Share your expertise so that when a need arises, you are top of mind. Remember, if they don’t know that you do it – they will find someone who does.

And, by the way, insight180 DOES offer brand audits. . . and positioning strategy, logos, advertising, annual reports, brochures and websites. And more. Have you been to our website lately?

Wendy