1.
Interior Design
Branding and
theIdea 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.
—Breakthrough Idea, Harvard Business Review

7.
How are designers
uniquely positioned to
play a role in
the new economy
?

8.
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.

9.
Differentiation comes from making goods ―transcendent,‖
Physically beautiful and emotionally compelling.

10.
The comparative advantage is more than
design: it’s in the paradigm shift.

11.
―I see us as being in the art business.
Art, entertainment and mobile sculpture,
which, coincidentally, also happens
to provide transportation.‖

12.
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.

13.
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

14.
Apple & iPod fall short
holistic innovation mix
19

15.
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.

16.
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?

17.
Harnessing the Knowledge Economy
The Big Merge
New Media, New Prospects
Sustainability, Health & Wellness, Diversity…

18.
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.

19.
Lifestyle &
Recreation
Arts &
Culture
Urban Living
Sustainability
Diversity
THE NEW TULSA:
INTELLECTUAL
ENERGY CAPITAL
OF THE WORLD
Transportation
Health &
Wellness
Education
Nature &
Ecology

20.
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.

21.
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

22.
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

23.
A view of The Plaza on the island
looking towards Tulsa Green.

24.
The Public Market
in the
gathering place.

25.
Looking south
along the west bank toward
the houseboats.

26.
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

27.
The Creative Process
Start Complex. End Simple.
32

28.
the moderns
solutionists in brandstrategies,
marketing & branding
33

29.
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

30.
Advertising
Branding
The Moderns
Niche
Multidisciplinary
Design
35

31.
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.

32.
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.

33.
What is a brand?
39

34.
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

35.
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

36.
―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.

37.
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

38.
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

39.
What is
branding?
No. 1 Rule:
More important than what
you think about your
branding is what customers
think about your branding.

40.
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...

41.
The Power of
branding
$70
A True Story

42.
The Power of
branding
$70
$45
A True Story

43.
The Power of
branding
$70
$45
A True Story
$30

44.
The Power of
branding
$70
$45
A True Story
$30
Branding: it affects the bottom line.
$18

45.
The Power of
branding
―Brands are the express
checkout for people
living their lives at everincreasing speeds.‖
Brandweek

46.
Strong brands
of the future
are cultures.
Cultures are the way to
self-aggregating communities.

47.
Chaordic Model

48.
Solving complexbrand
challenges
With simple creative strategies
54

49.
Deconstructing brands
The Moderns’ approach to
building brand cultures.
55

50.
How to merge two brands to
become the leading carpet
company at mid-market?
56

51.
traditionally was more
customer-centric
traditionally was more
product-centric
57

52.
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

53.
Look at
what’s
happening
out there.
59

54.
noise.
Rise above the
What’s the
competition doing
?
60

55.
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

56.
people.
How does carpet fit into their lives
?
Customers are
62

57.
The 5th P.
Social innovation
builds an emotional
connection with
customers.
+S
social innovation
63

58.
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

59.
65

60.
Don’t make carpet.
Make
experiences.
66

61.
67

62.
68

63.
69

64.
70

65.
71

66.
How do we evolve from a
global technology company
to a global TV company
?
74

67.
75

68.
76

69.
77

70.
78

71.
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

72.
80

73.
81

74.
How do we get past
polarization?
85

75.
86

76.
87

77.
88

78.
89

79.
How to breathe new life
back into downtown
Manhattan following
September 11.
90

80.
91

81.
92

82.
93

83.
The Greening Trend
Can you design a better
environment by designing
environmental campaigns?
94

84.
the greening trend
three simple steps to green
95

85.
Step 1
hire an
ad agency
96

86.
Step 2
hire a PR firm
97

87.
Step 3
add water
98

88.
voila
you’re green
99

89.
today everyone has a
greenstory
100

90.
Ecomagination
Beyond
Petroleum
101

91.
102

92.
103

93.
104

94.
and there’s more
noise
blowing on the horizon
105

95.
is
wind
the new green?
106

96.
107

97.
of cities, states, companies and countries all of them green.
108

98.
you can put lipstickon a pig.
109

99.
but it’s still a pig.
110

100.
or lipstick on
a frog.
111

101.
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

102.
Sometimes even INNOVATION
from a Mega Brand can still leave
us with
the greatest story
never told.
113

103.
114

104.
Greenpeace ―Green My Apple‖ Campaign
went online September 2006

105.
116

106.
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

107.
MILLICARE
How do you make ―clean‖ relevant?

108.
Packaging before rebrand

109.
Not a green story, a CLEAN
story.
120

110.
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

111.
122

112.
125

113.
email ―pre-clean‖ service reminder

114.
facility “after clean” poster campaign

115.
Shawis a company
that is leading
innovation of carpet
front and back.
128

116.
129

117.
130

118.
131

119.
132

120.
make the public
the heroes
by congratulating them
for the choices they’ve
made for our planet
133

121.
TULSA
How to brand a city’s vision
to transform itself into a
new knowledge economy hub.
134

122.
Tulsa rEvolution
CASE STUDY:
A regenerative urban master
plan told through a community
culture-building strategy

123.
136

124.
137

125.
138

126.
―We cannot solve our problems with the same
thinking we used when we created them.‖

127.
We need to be
awake.
This is a moment of transformation on a
thoroughly global stage.
Become leading knowledge workers.

128.
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.

129.
Be the solutionists
the world is asking
us to be.

130.
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.