The second in a 2-part series on what to note for 2008.

1. Green: Says who? — As more and more companies jump on the eco bandwagon and label themselves green, look for consumers to demand higher accountability for these claims. Consumers will want proof, not just claims. Look for rating systems by industry, much like the LEED system for construction.

2. Experience-based Differentiation (EBD) — The customer experience will be the new way to garner true differentiation. That will be true in B2B and B2C sectors. Reexamine all your customer touch points and look for ways to provide an even better buying experience. Corporations will be creating a new corporate level position that will be titled Chief Customer Experience Officer (CCEO).

3. Trial-size it — Look for a wider range of companies to offer new trial-sized offerings allowing the consumer the opportunity to affordably sample before they buy. You will be seeing this in the food & beverage sectors with products like wine and gourmet treats, as well as with software, video channels, etc.

4. That’s personal! — The personalization trend shows no sign of slowing down. Find new ways to let your consumer customize their purchases: personalized labels, custom features for cell phones, and with web 2.0, look for individualized, one-of-a-kind software applications.

Q: How can your product, service or company be re-engineered to capitalize on these and other emerging trends?

Let's talk about it.
—Guy

CenCal Health
The Santa Barbara Regional Health Authority, by expanding into San Luis Obispo County, needed a new name and also wanted to take the opportunity to reduce any potential stigma associated with government-provided healthcare. Idea Engineering created the new name, CenCal Health, along with identity, website, collateral materials and a brand framework to keep future brand development on track.

Credit Collective
The Credit Collective, a peer-to-peer credit referencing and sales lead company, chose IE to create a new, powerful company identity as well as a sleek new website.

FUZE
Callwave introduces its new product, FUZE, raising the "technological bar" yet again with its integrated mobile phone and computer communications system. To facilitate the launch, IE developed a strong and innovative new product identity.

The Granada
Following up the newly created identity for the launch of the legendary theatre, IE developed a panoply of materials including the Gala invitation and Commemorative brochure, shown here.

GreenSpeed Motor Works
Auto Care is going green – GreenSpeed – to be exact.  IE developed this new identity for the premier eco-friendly automotive service facility.

The Home Depot Foundation
The latest Home Depot Foundation annual report is all about green.
From the paper to inks and the printing methods and of course how
Home Depot spends its “green” on greening projects around the nation.
We also rebuilt the website to match the new look and facilitate easy updating.