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Interior Design
Branding and
theIdea Economy
PRESENTED BY

Janine James, President & Chief Strategist

2
Traditional vs. New Economy
physical assets
natural resources and agriculture
manufacturing-based
location-dependent
rigid
stationary
competition
energy-depleted
conventional
isolation

> human capital
> knowledge
> idea-based experience
>location-independent
> flexible
> mobile
> collaboration
>energy-renewed
> creative
> gathering place
Formerly, economic success or
failure was determined by assets:
physical capital and money.

Now, competitive advantage is
determined by human assets—
namely
Intellectual capital
responsible for

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
comprise30%of U.S. work
force and command

50% of total wages
—Breakthrough Idea, Harvard Business Review
How are designers
uniquely positioned to

play a role in
the new economy

?
An arts degree is the
hottest credential in the
world of business.
In
1993,
61%
of
those
hired
at
McKinsey
had MBAs.

By 2003, only

43%
had MBA’s.

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.‖
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-brainedideation.
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.

18
Apple & iPod fall short
holistic innovation mix

19
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.
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?
Harnessing the Knowledge Economy
The Big Merge
New Media, New Prospects
Sustainability, Health & Wellness, Diversity…
KNOWLEDGE ECONOMY CASE STUDY

Tulsa Revolution
Question:

Answer:

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

Create a globally
relevant
knowledge hub.
Lifestyle &
Recreation

Arts &
Culture

Urban Living

Sustainability

Diversity

THE NEW TULSA:
INTELLECTUAL
ENERGY CAPITAL
OF THE WORLD

Transportation

Health &
Wellness

Education
Nature &
Ecology
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 Tulsa

10-Mile Lake

Impounding Dam

The city center is located just
north of The Channels

The lake extends past downtown
to Sand Springs

Generates hydropower energy and
raises the river’s water level
ModelShots 10

West Bank

11th Street Bridge

The Canopy

Downtown Tulsa

Accessible by foot,
automobile, and boat

Northernmost point of
The Channels

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

Just minutes away from
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 Dam

Wind Turbines

The Canopy

Generates hydropower
energy for The Channels

Converts wind to
power

Collects sunshine for
power conversion

Rainwater Harvesting/
Stormwater Wetland
Serves as a natural river filter
The Creative Process
Start Complex. End Simple.

32
the moderns
solutionists in brandstrategies,
marketing & branding

33
NOT A TRADITIONAL AGENCY

We are a Solutionist
Think Tank for Innovation
•Strategists, researchers, writers
•Trend futurists
•Experts in holistic branding and integration into
business models
•Culture and community builders
•Leaders in environmental strategies and
implementation
•Multidisciplinary designers
•Advocates for change

34
Advertising

Branding
The Moderns
Niche

Multidisciplinary
Design
35
What is
a brand?

A brand is not a logo.
It is much more – it is
a 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.
What is a brand?

39
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?
―A brand
is an
ecosystem.
Connections,
not
components,
are the
brand drivers.‖

―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

Jennifer Rice,
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 Curtus
VP Corporate Communications, Coca Cola
What is
a brand?

Effective branding
lodges itself
in our brains!

―In the mind‖ isn’t just
a figure of speech.
A study by Baylor University
using MRI shows that
Coke 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

branding?
No. 1 Rule:
More important than what
you think about your
branding is what customers
think about your branding.
The Power of

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

$70

A True Story
The Power of

branding

$70

$45

A True Story
The Power of

branding

$70

$45

A True Story

$30
The Power of

branding

$70

$45

A True Story

$30

Branding: it affects the bottom line.

$18
The Power of

branding

―Brands are the express
checkout for people
living their lives at everincreasing speeds.‖
Brandweek
Strong brands
of the future
are cultures.
Cultures are the way to
self-aggregating communities.
Chaordic Model
Solving complexbrand
challenges

With simple creative strategies

54
Deconstructing brands
The Moderns’ approach to
building brand cultures.

55
How to merge two brands to
become the leading carpet
company at mid-market?
56
traditionally was more

customer-centric

traditionally was more

product-centric
57
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.
58
Look at
what’s
happening
out there.

59
noise.

Rise above the
What’s the
competition doing

?

60
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.

61
people.
How does carpet fit into their lives
?
Customers are

62
The 5th P.
Social innovation
builds an emotional
connection with
customers.

+S

social innovation

63
We are in the
business of
people
just as much as we
are in the business
of products.

We invite people
into our culture.
We introduce people
to 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.

64
65
Don’t make carpet.

Make
experiences.

66
67
68
69
70
71
How do we evolve from a
global technology company
to a global TV company

?

74
75
76
77
78
How do we get more Architects
and Interior Designers in the
contract market to care about
what brand they specify for soil and
stain protection on fabrics?
79
80
81
How do we get past

polarization?
85
86
87
88
89
How to breathe new life
back into downtown

Manhattan following
September 11.

90
91
92
93
The Greening Trend

Can you design a better
environment by designing
environmental campaigns?
94
the greening trend
three simple steps to green

95
Step 1

hire an
ad agency

96
Step 2

hire a PR firm

97
Step 3

add water

98
voila
you’re green

99
today everyone has a

greenstory
100
Ecomagination

Beyond
Petroleum

101
102
103
104
and there’s more

noise

blowing on the horizon

105
is

wind

the new green?

106
107
of cities, states, companies and countries all of them green.

108
you can put lipstickon a pig.

109
but it’s still a pig.

110
or lipstick on
a frog.

111
what does a

leaf
tell us about your
core competency?
how does it relate to your
agency’s core mission?
how is it relevant to the
public?

112
Sometimes even INNOVATION
from a Mega Brand can still leave
us with
the greatest story
never told.
113
114
Greenpeace ―Green My Apple‖ Campaign
went online September 2006
116
Greenpeace’s comments―Apple…needs to commit to
on
phasing out additional
the latest “Green Apple” substances with timelines,
campaign…
improve its policy on
chemicals and its reporting
on chemicals management.‖
Nov. 2008 report

117
MILLICARE
How do you make ―clean‖ relevant?
Packaging before rebrand
Not a green story, a CLEAN
story.

120
greenclean
a brand story told through
the experience of executives
and human resources
professionals
what motivates their choices?
• caring about employees
• employee recruitment
121
• wellness of employees
122
125
email ―pre-clean‖ service reminder
facility “after clean” poster campaign
Shawis a company
that is leading
innovation of carpet
front and back.

128
129
130
131
132
make the public
the heroes
by congratulating them
for the choices they’ve
made for our planet

133
TULSA
How to brand a city’s vision
to transform itself into a

new knowledge economy hub.
134
Tulsa rEvolution
CASE STUDY:

A regenerative urban master
plan told through a community
culture-building strategy
136
137
138
―We cannot solve our problems with the same
thinking we used when we created them.‖
We 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
andreal 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 thank you Imagine the Next
Janine James
http://www.themoderns.co
m/
jjames@themoderns.com

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
143
outside of this document without procurring usage rights from the original artist(s) or The Moderns.

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SCAD Presentation by The Moderns: Branding and Idea Economy

  • 2. PRESENTED BY Janine James, President & Chief Strategist 2
  • 3. Traditional vs. New Economy physical assets natural resources and agriculture manufacturing-based location-dependent rigid stationary competition energy-depleted conventional isolation > human capital > knowledge > idea-based experience >location-independent > flexible > mobile > collaboration >energy-renewed > creative > gathering place
  • 4. Formerly, economic success or failure was determined by assets: physical capital and money. Now, competitive advantage is determined by human assets— namely
  • 5. Intellectual capital responsible for 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 comprise30%of U.S. work force and command 50% of total wages
  • 6.
  • 7.
  • 9. How are designers uniquely positioned to play a role in the new economy ?
  • 10. An arts degree is the hottest credential in the world of business. In 1993, 61% of those hired at McKinsey had MBAs. By 2003, only 43% had MBA’s. Other disciplines are becoming more valuable.
  • 11. Differentiation comes from making goods ―transcendent,‖ Physically beautiful and emotionally compelling.
  • 12.
  • 13. The comparative advantage is more than design: it’s in the paradigm shift.
  • 14.
  • 15.
  • 16. ―I see us as being in the art business. Art, entertainment and mobile sculpture, which, coincidentally, also happens to provide transportation.‖
  • 17. 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-brainedideation.
  • 18. 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. 18
  • 19. Apple & iPod fall short holistic innovation mix 19
  • 20. 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.
  • 21. 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?
  • 22. Harnessing the Knowledge Economy The Big Merge New Media, New Prospects Sustainability, Health & Wellness, Diversity…
  • 23. KNOWLEDGE ECONOMY CASE STUDY Tulsa Revolution Question: Answer: What will jump-start Tulsa’s transformation into a world class city? Create a globally relevant knowledge hub.
  • 24. Lifestyle & Recreation Arts & Culture Urban Living Sustainability Diversity THE NEW TULSA: INTELLECTUAL ENERGY CAPITAL OF THE WORLD Transportation Health & Wellness Education Nature & Ecology
  • 25. 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.
  • 26. ModelShots 1 Downtown Tulsa 10-Mile Lake Impounding Dam The city center is located just north of The Channels The lake extends past downtown to Sand Springs Generates hydropower energy and raises the river’s water level
  • 27. ModelShots 10 West Bank 11th Street Bridge The Canopy Downtown Tulsa Accessible by foot, automobile, and boat Northernmost point of The Channels An icon within the urban fabric, it will sparkle as light catches it Just minutes away from The Channels
  • 28. A view of The Plaza on the island looking towards Tulsa Green.
  • 29. The Public Market in the gathering place.
  • 30. Looking south along the west bank toward the houseboats.
  • 31. ModelShots 16 Impounding Dam Wind Turbines The Canopy Generates hydropower energy for The Channels Converts wind to power Collects sunshine for power conversion Rainwater Harvesting/ Stormwater Wetland Serves as a natural river filter
  • 32. The Creative Process Start Complex. End Simple. 32
  • 33. the moderns solutionists in brandstrategies, marketing & branding 33
  • 34. NOT A TRADITIONAL AGENCY We are a Solutionist Think Tank for Innovation •Strategists, researchers, writers •Trend futurists •Experts in holistic branding and integration into business models •Culture and community builders •Leaders in environmental strategies and implementation •Multidisciplinary designers •Advocates for change 34
  • 36. What is a brand? A brand is not a logo. It is much more – it is a culture, a community. It is cultable and campaignable. A powerful brand forges a visual memory and offers discovery.
  • 37. 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.
  • 38.
  • 39. What is a brand? 39
  • 40. 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
  • 41. What is a brand? ―A brand is an ecosystem. Connections, not components, are the brand drivers.‖ ―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 Jennifer Rice, Brand Consultant
  • 42. ―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.
  • 43. 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 Curtus VP Corporate Communications, Coca Cola
  • 44. What is a brand? Effective branding lodges itself in our brains! ―In the mind‖ isn’t just a figure of speech. A study by Baylor University using MRI shows that Coke 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
  • 45. What is branding? No. 1 Rule: More important than what you think about your branding is what customers think about your branding.
  • 46. The Power of 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...
  • 50. The Power of branding $70 $45 A True Story $30 Branding: it affects the bottom line. $18
  • 51. The Power of branding ―Brands are the express checkout for people living their lives at everincreasing speeds.‖ Brandweek
  • 52. Strong brands of the future are cultures. Cultures are the way to self-aggregating communities.
  • 55. Deconstructing brands The Moderns’ approach to building brand cultures. 55
  • 56. How to merge two brands to become the leading carpet company at mid-market? 56
  • 58. 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. 58
  • 60. noise. Rise above the What’s the competition doing ? 60
  • 61. 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. 61
  • 62. people. How does carpet fit into their lives ? Customers are 62
  • 63. The 5th P. Social innovation builds an emotional connection with customers. +S social innovation 63
  • 64. We are in the business of people just as much as we are in the business of products. We invite people into our culture. We introduce people to 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. 64
  • 65. 65
  • 67. 67
  • 68. 68
  • 69. 69
  • 70. 70
  • 71. 71
  • 72.
  • 73.
  • 74. How do we evolve from a global technology company to a global TV company ? 74
  • 75. 75
  • 76. 76
  • 77. 77
  • 78. 78
  • 79. How do we get more Architects and Interior Designers in the contract market to care about what brand they specify for soil and stain protection on fabrics? 79
  • 80. 80
  • 81. 81
  • 82.
  • 83.
  • 84.
  • 85. How do we get past polarization? 85
  • 86. 86
  • 87. 87
  • 88. 88
  • 89. 89
  • 90. How to breathe new life back into downtown Manhattan following September 11. 90
  • 91. 91
  • 92. 92
  • 93. 93
  • 94. The Greening Trend Can you design a better environment by designing environmental campaigns? 94
  • 95. the greening trend three simple steps to green 95
  • 96. Step 1 hire an ad agency 96
  • 97. Step 2 hire a PR firm 97
  • 100. today everyone has a greenstory 100
  • 102. 102
  • 103. 103
  • 104. 104
  • 105. and there’s more noise blowing on the horizon 105
  • 107. 107
  • 108. of cities, states, companies and countries all of them green. 108
  • 109. you can put lipstickon a pig. 109
  • 110. but it’s still a pig. 110
  • 111. or lipstick on a frog. 111
  • 112. what does a leaf tell us about your core competency? how does it relate to your agency’s core mission? how is it relevant to the public? 112
  • 113. Sometimes even INNOVATION from a Mega Brand can still leave us with the greatest story never told. 113
  • 114. 114
  • 115. Greenpeace ―Green My Apple‖ Campaign went online September 2006
  • 116. 116
  • 117. Greenpeace’s comments―Apple…needs to commit to on phasing out additional the latest “Green Apple” substances with timelines, campaign… improve its policy on chemicals and its reporting on chemicals management.‖ Nov. 2008 report 117
  • 118. MILLICARE How do you make ―clean‖ relevant?
  • 120. Not a green story, a CLEAN story. 120
  • 121. greenclean a brand story told through the experience of executives and human resources professionals what motivates their choices? • caring about employees • employee recruitment 121 • wellness of employees
  • 122. 122
  • 123.
  • 124.
  • 125. 125
  • 127. facility “after clean” poster campaign
  • 128. Shawis a company that is leading innovation of carpet front and back. 128
  • 129. 129
  • 130. 130
  • 131. 131
  • 132. 132
  • 133. make the public the heroes by congratulating them for the choices they’ve made for our planet 133
  • 134. TULSA How to brand a city’s vision to transform itself into a new knowledge economy hub. 134
  • 135. Tulsa rEvolution CASE STUDY: A regenerative urban master plan told through a community culture-building strategy
  • 136. 136
  • 137. 137
  • 138. 138
  • 139. ―We cannot solve our problems with the same thinking we used when we created them.‖
  • 140. We need to be awake. This is a moment of transformation on a thoroughly global stage. Become leading knowledge workers.
  • 141. Transform from potential leaders and potential ideators into real leaders andreal 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.
  • 142. Be the solutionists the world is asking us to be.
  • 143. The Moderns thank you Imagine the Next Janine James http://www.themoderns.co m/ jjames@themoderns.com 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 143 outside of this document without procurring usage rights from the original artist(s) or The Moderns.