Presentation to the Utah Valley University, February 3, 2011, on "Design as a Business Tool", incorporating the relationship of design to branding and positioning in business. Using examples from Walmart and Target to the portfolio of modern8, a brand design agency in Salt Lake City. www.modern8.com

1. Design
as a business tool
modern8

7. I simply believe that
design is the principal
reason for emotional at-
tachment (or detach-
ment) to a product or
service or experience.
Design is arguably the
number one determinant
of whether a product,
service or experience
stands out—or does
not.”
– Tom Peters

9. DESIGN >Marketing
DESIGN >Branding

10. Design is the EMOTIONAL connection
that makes marketing and branding work.

11. ?
DESIGN

12. Everybody’s a DESIGNER.

13. Design = Solving Problems

14. Design vs.“Pretty”

15. Perception > Behavior > Performance

16. Target Wal-Mart
iPod Zune
Nike Reebok

19. Product Design
Interior Design
Architecture
Graphic Design

20. “Good design is good business”.
— Thomas Watson, IBM President

21. modern8
Perception Branding 5DProcess

22. d1: Discover
d2: Distill
d3: Depict
d4: Design
d5: Deploy

23. Client: UCN

24. UCN Background:
Was Buyers United
Long distance telephone bundled with other services

25. UCN Background:
Was Buyers United
Long distance telephone bundled with other services
Then United Carrier Networks
Reseller of long-distance telephone services

26. UCN Background:
Was Buyers United
Long distance telephone bundled with other services
Then United Carrier Networks
Reseller of long-distance telephone services
Then UCN
Reseller of long-distance telephone services +
software for call centers

27. UCN Background:
Was Buyers United
Long distance telephone bundled with other services
Then United Carrier Networks
Reseller of long-distance telephone services
Then UCN
Reseller of long-distance telephone services +
software for call centers
(here’s where we came in)

28. UCN Background:
Was Buyers United
Long distance telephone bundled with other services
Then United Carrier Networks
Reseller of long-distance telephone services
Then UCN
Reseller of long-distance telephone services +
software for call centers
(here’s where we came in)
The new UCN?
By this time, the company had become something
quite different, focused more on innovative “Software
as a Service” (SaaS) for contact centers than on long-
distance services.
Needing to adapt their brand strategy, UCN asked us
to conduct our Perception Branding 5d Process.

29. d1: discover

30. d1: discover
What we did

31. d1: discover
What we did
Interviewed everyone from the President to
Chief Technology Officer
Interviewed UCN clients
Audited existing marketing material
Audited marketing material of competition
Discussed topics with prominent contact
center industry consultant

32. d1: discover
What we found

33. d1: discover
What we found
UCN was unique amongst competitors,
specializing in the Software as a Service
delivery method. But competitors would
undoubtedly pick up on it soon. UCN had
to act swiftly and boldly to establish a solid
foothold.
The name UCN had very little significance for
the new target audience: contact centers.
Although not often recommended, it
appeared a name change was needed.

34. d2: distill

35. d2: distill
What we did

36. d2: distill
What we did
Synthesized learnings from interviews and
internal / competitive marketing audits.
Conducted adjective and image brainstorm
with UCN upper management, to help clarify
and depict the brand in non-verbal ways.
Developed overall brand strategy

37. d2: distill
What we proposed

38. d2: distill
What we proposed
inContact, UCN’s flagship contact center
product, would be the new company name.
Individual product names were ambiguous,
and left customers wondering. We
suggested more descriptive naming.
We felt the “human” life-blood of call centers
needed to be an integral part of the brand.
UCN’s products help agents better serve the
brands they represent. Thus, UCN offers not
just software as a service, but satisfaction.

39. d3: depict

40. d3: depict
What we did

41. d3: depict
What we did
Based on feedback from an adjective and
image brainstorm exercise conducted with
UCN upper managemement, we developed
and presented a Brand Concept Board to
visually and verbally represent the brand.

42. d3: depict
Brand Attributes

43. d3: depict
Brand Attributes
Creative Attentive
Empowering Comprehensive
Energetic Dedicated
Passionate Efficient
Supportive Innovative
Vigorous Integrated
Partner
Proven
Versatile

44. 008
technology to measure,
ove your brand’s perception
omer experience.
Control
service.
ward and full of energy.
ect inContact’s dedication
cutting edge of technology.
ive and innovative. Setting
rom the competition. Clear
cohesive as a group.
rait-forward, and clever. Pho-
reflect the brand personality.
Flexibility

45. d4: design

46. logo proposal
1

47. logo proposal
1

48. logo proposal
1

49. logo proposal
1

50. logo proposal
1

51. logo proposal
2

52. logo proposal
2

53. logo proposal
2

54. logo proposal
2

55. logo proposal
2 August 15, 2008
Client Individual Name
Client Company Name
Street Address
City, State, Zip
Dear Sir,
Only your printer and your secretaries frequently see a blank letterhead. Everyone else generally views your
stationery with a letter typed on it. We therefore always design letterheads with a sample letter in place.
We also keep in mind the typing format while working on the layout.
This letter demonstrates our recommendation for the typing format of your new letterhead. The left margin aligns
with ‘Contact’ in the logo. The right margin is set to one inch. The line for the date begins about one-quarter inch
underneath the logo mark and is flush left. The letter, salutation and complimentary are all flush left.
The copy is typeset using 10 pt Univers Light Condensed, or Univers 47, which is the same font that is used for
your address on the left side of the letterhead.
Sincerely,
Bryan Wilson
bms
Rudy Vidal 801.320.3257 Office
Chief Customer Officer 201.709.9142 Mobile
rudy.vidal@incontact.com
7730 S. Union Park Ave, Suite 500
Midvale, UT 84047
ACD
CTI
IVR
WFM
Survey Satisfaction as a Service
Training
Network
Control
Reports
Satisfaction as a Service 801.320.3257 Office 201.709.9142 Fax www.inContact.com 7730 S. Union Park Ave, Suite 500, Midvale, UT 84047

56. logo proposal
2
Rudy Vidal 801.320.3257 Office
Chief Customer Officer 201.709.9142 Mobile
rudy.vidal@incontact.com
7730 S. Union Park Ave, Suite 500
Midvale, UT 84047
ACD
CTI
IVR
WFM
Survey Satisfaction as a Service
Training
Network
Control
Reports

57. logo proposal
3

58. logo proposal
3

59. logo proposal
3

60. logo proposal
3

61. logo proposal
3

62. logo proposal
3

63. logo proposal
4

64. logo proposal
4 Cus
tom er Experie
nce
M Sur
WF ve
y
IVR
ACD
Trai
CRM
n in g
N
Ne
rts
tw
o
rk
ep
o
R
Control

65. logo proposal
4

66. logo proposal
4
inContact inContact
CTI Training

67. logo proposal
4 Scheduling process leaving you over or understaffed?
There's a better way than the manual way!
inContact Workforce Management lets you align your
volume needs with agent staffing.
inContact Workforce Management will:
Improve forecasting accuracy
Automate shift bids and trades
Quickly identify agents who could potentially fill the need
Efficiently communicate the request to selected agents
Manage responses to urgent requests
inContact
WFM
Enable real-time adherence tracking
www.inContact.com

68. logo proposal
5

69. logo proposal
5
InContact

70. logo proposal
5

71. logo proposal
5

72. logo proposal
5

73. logo proposal
5

74. logo proposal
5

75. Final Logo
and Stationery

94. email: randall@modern8.com
web: modern8.com
blog: modern8.com/blog
twitter: @modern8