Avery

The story Avery tells so far...

But the story Avery needs to tell...

They use their core values like this...

Core values

I communicate openly and honestly

I conduct business as responsible members of the community

I improve my performance continuously

I aim to satisfy my customers every time

I work together to achieve goals

Innovation

I nurture and support creativity and the development of new ideas, products and processes

...but they need to use them like this...

Core values

Integrity

Use Facebook, Flickr and weblogs, embrace new media

Community

Emphasize Avery's green production methods, sustainability and social responsibility

Excellence

I improve my performance continuously

More focus on end products than on technical aspects

I aim to satisfy my customers every time

Good websites with great usabillity

Make customers life easier

Search engine optimalisation (SEO)

Get satisfaction

Teamwork

Use participatory design & set up online design communities

Work together with designers like i.e. Apple does

Innovation

I nurture and support creativity and the development of new ideas, products and processes

Share showcases / end products with the world using new media such as Flickr and (design) blogs. These have a less commercial feeling.

...to tell a very innovative history...

Company development

• R. Stanton Avery manufactures the first self-adhesive label
• Pioneers an industry

• Fasson self-adhesive base materials business begins

• The Company establishes its first overseas subsidiary in Leiden, Holland.

• The Company is included on the New York Stock Exchange

• First diaper tape closure tapes developed.

• Pressure-sensitive materials are used in the production of the first U.S. self-adhesive stamp.

• Research Center opens in Pasadena, California.

• First print-your-own label.

• Merger with Dennison Manufacturing.

• The first environmentally friendly, solvent-free plant opens

• First content-insensitive RFID label created.

• Asia Pacific Research Center opens in China.

Innovations (mostly technical)

...in new interactive ways like these...

• Online foil swatch library like Pantone and Kuler. Perhaps a MyAvery site where you can store your projects / swatches.

• iPhone / Android app for swatches 'on the road', not very accurate but cheap, combined with examples of end products. GPS / maps where to find Avery end products.

• Multi-layered showcases, where the angle changes from inspiration to specs. If you want the most trivial spec it's possible. If you want just the beautifull images, also possible. Want more info about the initial design brief? It's also there. Always 2 sides to each project.

• Automotive like 'pimp your product' site. Like mini and Heineken. Choose a 3D object and style. Just to show how easy it is. Advanced features; upload your own 3D objects and designs. Always 2 sides to each project.

• Interactive storytelling, brandmanagers etc telling about their projects in some sort of interactive way. KISS of course!

• Really simple inspirational site with a recognizable Avery character. You can ask anything you want, about end product examples, materials, technics, service related questions etc. He knows it all, and helps you. Bit like Mrs Dewey, but more advanced!

• Give Avery a design roadmap, where we show them how their style changes in 5 years time. In 1 year it's stil conservative, in 3 years more progressive and in 5 years from now it's out of this world!

• The use of a facelift methaphor. Original ugly, wrapped in foil; beautifull. Before / after images

• Memory game where end product is non-wrapped and the other is wrapped

...is all about specs & materials

• Main focus on product & distributor market
• All about execution and functional aspects
• Still important for people i.e. designers, resellers etc.
• 80% technical stuff vs. 20% visual inspiration

...should be all about inspiration & end products

• Main focus on consumer and end solution oriented market
• Give inspiration to prospects, designers etc.
• 80% visual inspiration vs. 20% technical stuff

Integrity

Service

Teamwork

Community

technical

end products

Excellence

Service

I communicate openly and honestly

http://getsatisfaction.com/

http://en.wikipedia.org/wiki/Participatory_design

http://www.apple.com/pro/

I work together to achieve goals

http://www.dynamicgraphics.com/dgm/Article/28936/index.html

I conduct business as responsible members of the community

end products

technical

http://www.flickr.com/search/groups/?m=pool&q=adhesive

http://lovelypackage.com/

Core value innovation

Core value excellence

Core value innovation

Core value teamwork

Core value excellence

Core value innovation

1988

2005

1995

2006

1955

1990

1967

1945

1971

1974

1987

1935

2x inspiration

1x inspiration

2x specs

3x specs

1x specs

2x specs

4x specs

1x inspiration

3x inspiration

Core value excellence

Core value innovation

Core value excellence

Core value innovation

http://www.pantone.com/pages/MYP_myPantone/mypantone.aspx

http://kuler.adobe.com/#themes/rating?time=30

http://www.mini.nl/nl/nl/ecom/index.jsp?refType=teaserLink&refPage=/nl/nl/general/homepage/content.jsp&process=vco

http://www.jouwheineken.nl/AgeCheck.aspx

http://en.wikipedia.org/wiki/Ms._Dewey

• Real time tracking of best selling products and / or watched projects. Organic forms increasing / decreasing. Living site!

• If you want customers to remember your brand message for the long haul, turn it into a story.

• Interactive can help customers tell their own stories or create story experiences. Customers contributing to the main story Avery tells.

http://www.imediaconnection.com/content/18041.asp