Comments for Zeroside http://www.hexanine.com/zeroside Concrete brand talk in an ephemeral world Tue, 27 Jul 2010 07:05:17 +0000 hourly 1 http://wordpress.org/?v=3.0 Comment on Prelude to an Internship by Wholesale coach handbags http://www.hexanine.com/zeroside/prelude-to-an-internship/comment-page-1/#comment-467 Wholesale coach handbags Tue, 27 Jul 2010 07:05:17 +0000 http://www.hexanine.com/zeroside/?p=357#comment-467 <strong>...</strong> This is definately one particular from the ideal blogs I have sen in ages online. Retain up the wonderful posts.... …

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]]> Comment on Color My World: A Designer’s Guide To Pantone, Part 1 by Tweets that mention Color My World: A Designer’s Guide To Pantone, Part 1 « Zeroside -- Topsy.com http://www.hexanine.com/zeroside/color-my-world-pantone-pt1/comment-page-1/#comment-447 Tweets that mention Color My World: A Designer’s Guide To Pantone, Part 1 « Zeroside -- Topsy.com Wed, 21 Jul 2010 18:30:57 +0000 http://www.hexanine.com/zeroside/?p=829#comment-447 [...] This post was mentioned on Twitter by Kimberly McGuire and Kimberly McGuire, Hexanine. Hexanine said: Part 1 of our series: A Designer's Guide To Pantone (& what u should know about Goe): http://tinyurl.com/297x7g9 #color #design @myPANTONE [...] [...] This post was mentioned on Twitter by Kimberly McGuire and Kimberly McGuire, Hexanine. Hexanine said: Part 1 of our series: A Designer's Guide To Pantone (& what u should know about Goe): http://tinyurl.com/297x7g9 #color #design @myPANTONE [...]

]]> Comment on We are all brand anthropologists. by Consumers as explorers, and the importance of brand discovery « Zeroside http://www.hexanine.com/zeroside/we-are-all-brand-anthropologists/comment-page-1/#comment-425 Consumers as explorers, and the importance of brand discovery « Zeroside Fri, 09 Jul 2010 20:42:36 +0000 http://www.hexanine.com/zeroside/?p=757#comment-425 [...] brand perceptions come from, and how are they made? If designers are brand anthropologists, as Erin recently touched on, then consumers should be considered explorers, traversing shelf and window in search of that [...] [...] brand perceptions come from, and how are they made? If designers are brand anthropologists, as Erin recently touched on, then consumers should be considered explorers, traversing shelf and window in search of that [...]

]]> Comment on We are all brand anthropologists. by Sir William Wesley http://www.hexanine.com/zeroside/we-are-all-brand-anthropologists/comment-page-1/#comment-424 Sir William Wesley Fri, 09 Jul 2010 19:05:38 +0000 http://www.hexanine.com/zeroside/?p=757#comment-424 This reminds me of a client I've worked with, a small operation limo driver. He specializes in exotic limousines like triple-axle Hummers, 26 person-capacity Escalades, etc. However, regardless of the slick, flashy graphics implemented in his collateral and on his website, and the high-end brand they build, he insisted on slapping his home address on everything. Talk about a disconnect: imagine a young woman expecting a storefront/office to shop for his services in--to flip through a portfolio of brides slipping out of 1930s Mercedes Benz, ready to walk up to the church, and down the aisles as rose petals lightly graze her shoulders, falling from the sky... only to find themselves in a forgotten corner of some suburban housing development, weeds growing between the sidewalk cracks and oil stains under the rusty Dodge Caravan on cinder blocks. Poof! Business gone! I can almost hear the tires squealing. It's important to also distance yourself from the ugly reality without being dishonest. We know you have to slaughter animals to get hot dogs, but we'd rather see the smiling kid putting ketchup on the end product. So, the obvious solution for this limo business was simply to put a generic location (city), and a way to get in touch. After all, most shopping is done on the website, and the customer doesn't need to arrive at his apartment doorstep to see inside of the exotic coaches. Without a physical address, most people don't really even miss having gone anywhere to do business. Problem solved! This reminds me of a client I’ve worked with, a small operation limo driver. He specializes in exotic limousines like triple-axle Hummers, 26 person-capacity Escalades, etc. However, regardless of the slick, flashy graphics implemented in his collateral and on his website, and the high-end brand they build, he insisted on slapping his home address on everything. Talk about a disconnect: imagine a young woman expecting a storefront/office to shop for his services in–to flip through a portfolio of brides slipping out of 1930s Mercedes Benz, ready to walk up to the church, and down the aisles as rose petals lightly graze her shoulders, falling from the sky… only to find themselves in a forgotten corner of some suburban housing development, weeds growing between the sidewalk cracks and oil stains under the rusty Dodge Caravan on cinder blocks. Poof! Business gone! I can almost hear the tires squealing.

It’s important to also distance yourself from the ugly reality without being dishonest. We know you have to slaughter animals to get hot dogs, but we’d rather see the smiling kid putting ketchup on the end product. So, the obvious solution for this limo business was simply to put a generic location (city), and a way to get in touch. After all, most shopping is done on the website, and the customer doesn’t need to arrive at his apartment doorstep to see inside of the exotic coaches. Without a physical address, most people don’t really even miss having gone anywhere to do business. Problem solved!

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