Nations are constructing lavish science parks, often with big city amenities, to gain a competitive edge in the global economy. via businessweek [PR]
Even as other hotel and resort projects conceived and started in better times get scaled back, postponed or canceled, several luxe sites are not slowing down. via marketwatch [CM]
Economic crisis here. But why not always?
above: the worst product i’ve ever reviewed, the wazabee 3DeeShell
Originally, 10 principles to keep in mind when creating an ad. But maybe ok for product development…
1. No one cares about your company.
You might be intimately familiar with your product or service. You might even love it. But your audience doesn’t. Your ad has to give them a reason to care. Consumers don’t think in terms of features and benefits. Those are marketing terms. Consumers want something that will make their lives easier or bring them success. How will your product or service do this? More importantly, how will your ad convince them it will?
2. Don’t let fear motivate you.
One of the biggest mistakes you can make is to second-guess your audience’s ability to understand. Think of Goodby, Silverstein & Partners’ “Got Milk?” campaign. The entire message is based on the absence of milk. Without picturing milk in a variety of scenarios, the agency created a world without milk. If somewhere along the line, the California Fluid Milk Processor Advisory Board (the client) had rejected the no-milk concept because it didn’t adequately promote the product or make milk “the hero,” the resulting campaign would have been very different. And probably far less memorable.
3. If it works on you, it will work on them.
You are a consumer. You read ads and buy things. If your ad doesn’t convince you, chances are it won’t convince your audience.
4. Talk about one thing.
Volkswagen once ran an ad whose headline read: “It makes your house look bigger.” The message was simple: VW Beetles are small. The headline didn’t mention the car’s gas mileage, price, or engineering. It didn’t even mention VW. It got people to think small is good.
5. Say it differently.
Take the one thing you want to communicate and come up with different ways to say it. In the VW example above, the headline didn’t say “VW Beetles are small.” Think of ways to state an ordinary message in an unusual way so that it gets attention.
6. Let your audience draw their own conclusions.
When Steven Spielberg first screened Jaws, the audience laughed at the shark. His solution? Remove the shark. In the end, you see the entire shark in only a few scenes. But the movie is still terrifying. The same principle applies to advertising. Don’t be afraid to let consumers draw their own conclusion about your company or product. The conclusions we make for ourselves are usually the most powerful.
7. Make design and copy work together.
The headline and image tell the story. Don’t let the visual design overpower the message. And don’t rely on copy alone to convey the entire idea. A headline should never tell you what is in the picture. And graphic design should never be used merely to fill space.
8. Create an emotion.
The worst thing an ad can do is be boring. A series of physiological events occurs when we’re happy, sad, entertained, or angered. Use this to your advantage. Make sure you generate a response in the person looking at your ad. Any response is better than no response.
9. Sell something, don’t just talk.
Imagine this: You’re looking for a new car. You have one in mind. You arrive at the dealership, see the perfect car on the lot, and go inside to inquire about it. Instead of answering your questions, the salesperson launches into a history of the car dealership. Do you care? In advertising, always stay focused on what you’re selling and anticipate the consumer’s needs.
10. Make them respond.
The best ads demand a response. They make consumers want to act. Always give your audience a reason to act and the means for doing so, whether that’s a phone number, fax number, or web address.
1) How did you initiate Hutchison & Maul Architecture? What motivated you and gave you the confidence to go out on your own?
2) How has the ongoing economic crisis impacted your practice?
3) What is your outlook for the next 5-10 years? What kind of work do you hope to be doing, and how do you plan to get there?
* Hutchison & Maul Architecture
* Andrew Berman Architect
* A-I-R [Architecture-Infrastructure-Research] * at103
* coen + partners
* LevenBetts Architects
* Dellekamp Arquitectos
* Gray Organschi Architecture
BusinessWeek and startup tracker YouNoodle assess what types of innovation and invention might attract funding dollars in the downturn. businessweek [PR]
Themes include: Functionalism. Sustainable. Life’s rituals. Thoughtfulness. Economic climate illicits “You need that passion, commitment and craziness.” via new york times [PR]
The economy is so bad…five top firms participating in a challenge to design structures built out of Legos. Reminds me of Russian exhibit of buildings never built. via artinfo [PR]
Representatives from AFL-CIO Housing Investment Trusts are meeting with Chicago Spire developer Shelbourne Development Group on Tuesday to advance preliminary discussions that could have the deep-pocketed pension fund help pay for construction of the stalled skyscraper.
Discussions between the trusts and Irish developer Garrett Kelleher began in January, but the talks are in the “embryonic stage,” said Tom Villanova, president of the Chicago and Cook County Building Trades Council, which represents 24 trades locally.
“The main thing is jobs,” Villanova said. “We can use our own funds to benefit members. The Spire is going to be five years of construction, which is just phenomenal for us. It’s thousands of jobs.”
An investment by the pension fund would make the project a 100 percent union job.
“Obviously, the idea of pulling the unions together and making this a ‘Made in America’ project is very positive,” said project spokeswoman Kim Metcalfe, who confirmed ongoing discussions with the union.
“We’re exploring all of the financial options with the economy as challenging as it is, but clearly this is long-term,” Metcalfe said. “We’re working toward the success of the building. We continue to actively market the building. Clearly, the construction of the building is on pause, but nothing else about the building has stopped.”
The break in construction has left a hole 110 feet wide and 76 feet deep at 400 N. Lake Shore Drive, making the Spire a worldwide symbol of the recession and shut-down credit markets. It has had numerous liens filed against it as consultants and contractors involved in the initial work sought payment for their services. Architect Santiago Calatrava, who designed the twisting building, filed liens against the project in October for more than $11 million.
The union has three investment trusts, including the Building Investment Trust, a pooled real estate fund with more than $2.5 billion in assets as of Dec. 31. It was created in 1988 as a vehicle to provide competitive risk-adjusted returns for its participants, as well as a way to create jobs in commercial real estate projects for its members.
The Chicago market has proved to be the biggest beneficiary of the fund, with more than $1 billion invested in local projects, including senior and affordable housing and Trump International Hotel & Tower, Villanova said.
The trust, Villanova added, also is interested in investing in the construction of an Olympic village, should Chicago win the 2016 Games.
Thomas D. Kuczmarski suggests an innovation action plan for Obama. via businessweek [PR]