Design company Tomato( http://www.tomato.co.uk ) was founded in 1991 in London by John Warwicker, Steve Baker, Dirk Van Dooren, Karl Hyde, Richard Smith, Simon Taylor and Graham Wood. In 1994, Michael Horsham and Jason Kedgely joined.tomato specializes in: Architectural Design, Consultancy, Drawing, Education, Electronic Interactive Media, Film & Commercial Direction, Graphic Design, Fashion, Motion Graphics, Music & Sound, Strategy, Branding & Identity, Photography, Publishing, Title Sequences, Typography, Writing.In 1997, tomato interactive was formed with Tom Roope, Anthony Rogers and Joel Baumann. Tota Hasagawa joined in 2001 when tomato and tomato interactive became one and the same.Baumann has since become Professor of Interactive Media and Communication at Kassel University in Germany and is still a member of tomato. Roope is a lecturer of Interactive Media Studies at the Royal College of Art in London.Currently, tomato has studios in London, New York, Tokyo and Melbourne.Laura Schwamb interviewed one of tomatos founders, John Warwicker. Aside from his involvement with tomato, John Warwickers book The Floating World, is expected to be published by the end of 2006. He also works with the band Underworld, with tomato co-founders Karl Hyde and Richard Smith. Since 1989 Hyde and Smith have been Underworld and have released 7 albums to world-wide critical acclaim and had their music featured in several movies, the most notable being the filmTrainspotting, for which tomato created the title sequence. tomato creates all the band's sleeves and videos. Released in 2000 'Everything, Everything', Underworld Live was released on CD, Vinyl and DVD. The DVD was at the time one of the most technologically sophisticated DVD's released and went on to achieve Gold in its own right on the Japanese Music Charts. Apart from the accolades and awards Underworld in 2004 was voted the most influential Dance/Techno band in Japan in the last 20 years.Some of tomatos clients include:ABC (Australia), Adidas, AOL, Bacardi, BBC, BBC Radio 4, BBC Radio Scotland, BMW, Casio, Chanel, Clinique, CNN, Coca-Cola, Daidaiya, Dell, Downsview Park (City of New York), DoCoMo, MTV, Nescaf, Nike, Nikon, Nokia, , Playstation, Porsche, Quest, Rado Rado, Reebok, Renault, Royal Mail, Sapporo City University, ScottFree, Seiko, Time Warner and many more.Q: Tell me a bit about yourself and your current situation.John: I was born in London in 1955. I could have gone to either Oxford or Cambridge University to study math or philosophy but I chose art school at Camberwell in South London because I wanted to find out how I could describe through experiences and thoughtsart gave me a greater possibility to play with language. (The real reason was that the girls were prettier at art school!)I finished my B.A. and then got my Masters Degree in Electronic Interactive Media, at Birmingham Polytechnic. Being the end of the 70s, I had to write my own course. I spent the 1980s mainly working for the record industry, but by the early 90s, I had a portfolio of jobs that others (clients) liked, but I did not.At this time other friends of mine were going through a similar crisis or needed to be re-energized or re-focused, so I got them together in the same roomnot all of them knew each otherand the conversation has continued under the guise of tomato.Im still part of tomato, in contact with the studio in London each day via phone and e-mail.Over the years, Ive traveled a lot (About 40 counties), sometimes for work, sometimes to give lectures or hold workshops; received a few prizes (The most cherished of which is that I became the first foreign member of the Tokyo type directors club); joined a band (in the early 80s as a video DJ) and left but still kept in contact with the members.In the early 90s that band became underworld and the members are founding members of tomato, too. And since then Ive been a member of the band again. Ive written some articles, Ive done a countless amount of press, written a book (out this year?) and contributed to the 5 books that tomato has had published and Ive been a consultant to the British government on the creative industries.Ive basically drifted for 25 yearsmainly in the company of people who I really like, love, and respect.I guess it has been a struggle. One struggle is getting paid enough money to keep myself and my family going. I was married for 15 years before this marriage, and have two lovely children, Poppy and Angus, from that marriage, on one hand and on the other hand is my art.So, do I think Ive succeeded or accomplished anything? Besides the personal things like my children and my marriage with Naomiall of whom I adore and tomato itself, I think the answer is no. Actually, I know the answer is no. Q: What message do you try and teach your students?John: I often ask students Who are you?, Who do you want to be? And how do you want to get there? and like them, I would still have problems answering that. And every now and again one has to take a minute to seriously ask those questions. Its important because one can get so easily diverted and submerged by the commercial world. Now, if someone is happy about that, then great. This is not a qualitative judgment, just a recognition that I can sweep you away from who you are.Also, I think education has a lot to answer for. A lot of art education around the world fails in its basic requirement to help and support everyone. The ironic thing (and the most difficult one to be objective about) is that neither tomato nor I would have worked on the projects that we have for the a list of global clients if we believed that there was such a thing as the industry.We are asked to work on projects because we are not part of the industry (although the industry might think we are). Life is too interesting to be constrained by method. Its too reductive. Both tomato and I take as much care over a humble black and white a flyer as we do designing a building or directing a television commercial for Nike or Chanel.This is not trying to disown the commercial projects that Ior tomatohave done. As long as one learns something (which is often the case) than its valuable. But this learning has to be focused towards an aim. And in this multiple-media, post-modernist world of distractions we all live in, the focus and the aim is not only very hard to define, but also very hard to keep hold of.All through my commercial life Ive pushed on with my own personal work, which has in part acted as R&D for the commercial.And I hope my book, which was started, in some ways, when I was studying for my M.A. has benefited from taking such a long, enforced time.Also, I hoped that moving to Australia would provide the break in the commercial habit and need, but so far that hasnt been the case. In fact, quite the opposite. On one hand, Ive been very lucky because Ive had lots of work, all of which have been interesting and challenging, and this has been needed because moving ones family is always far more expensive than one can imagine. But on the other hand, Ive had less time to myself, or more accurately for myself. So, this question has caught me at a time of irresolution, but thats nothing new!Q: When creating, what do you feel is the most important aspect? Planning, designing or implementing?John: When it comes to creating, the most important thing is to keep the spirit of what you are trying to achieve fresh throughout this process. I often think of this spirit in musical terms, of a note or a series of notes...and that the process is akin to hearing something, writing it down, getting it played and recorded.Q: Tell us about your favorite project. What was it?John: Despite what I said earlier, Im proud of many of the commercial jobs that tomato and I have undertaken. In some ways tomato itself is my favorite project. I guess the answer to your question is my book The Floating World because even though it isnt everything I would want, it has gone some way to laying down a foundation that I can now build upon. The Floating World is 400 pages of thoughts, drawings and photographs. Its a journey recorded and journeys reflected upon.Q: Where do you go for inspiration? Any must-have magazines?John: Everyone and everywhere is the truthful answer. Theres no method to it. Sometimes, one can look at a book or magazine containing the most wonderful work with dead eyes and then, for no apparent reason, something might catch my eye while Im walking down the street and ideas just explode. There was a wonderful African band called Osibisa that had some popularity in England in the early 70s. One of their first tracks had the wonderful lyric of ...criss-cross rhythms exploding with happiness. Thats what I experience when something clicks inside of me. But as to its trigger, its wonderfully unpredictable.Out of the hundreds that I come across, these magazines are my must have ones are: Idea (Japan), Eye (UK), and Creative Review (UK)Q: You handle many projects on a daily basis. Can you give us a sense of how many, what kind, and how you keep track of so many?John: The best way to answer this is for me to list exactly what Ive been doing this week:1. Creative direction and rebranding for the rejuvenation of the Hotel Windsor, including the design of 150 different items. Writing the interior design brief and supervising the choice of architects and interior designers.2. Submission of a proposal for an interactive film for Chanel in Paris (with tomato).3. Submission for a proposal for a Hewlett-Packard television commercial for Asia.4. Designing an identity for a large property development company here in Melbourne.5. Designing a website for an English-speaking culture guide to Paris.6. Working with Rick and Karl of Underworld on a multitude of projects. New Book, Online Publications, 12" House Bag, 12" Sleeves for Remixes...7. My own work/experiments.8. Research.9. Preparing for a workshop and my keynote talk at the big design conference, AGIdeas, here in Melbourne next week.How do I keep track of them? Mainly in my head rather than noting them down!Q: Do you often have to go the extra mile? If so, how often? Give us your most extended example.John: I suppose my book, The Floating World is my most extreme example. Without knowing it, Ive been writing it all my life. It started when I was researching material for my Masters degree at the end of the 70s and then took 25 years to slowly accumulate and get to a critical mass that seemed like it had formed into one thing.In 2002 I started designing the book, pulling all the disparate thoughts, writing and visual material together. I must have designed the whole book (400 pages) 4 or 5 times before I was satisfied with it.And then the task of finding a publisher began. The first tomato book was published by Thames and Hudson so I took The Floating World to the editor that I knew. He really liked the book, but said it was too difficult for them to publish. The sales team wouldnt understand it and wouldnt know how to market it.Then through friends I approached another publisher who was very keen to publish it, but unfortunately, after a promising start, the company folded. Michael at tomato suggested that I see a mutual friend and writer, Liz Farrelly, who had several contacts in the publishing world. She was very enthusiastic about the book and sent me on my way to see a publisher called Michael Mack.Michael immediately said yes. However, this was not the end of the saga. At the start of last year I was visiting my parents-in-law in Melbourne with my family. The plan was X-Mas and January in Melbourne, then back to London then off to Germany to supervise the printing.Well... my mother-in-law suffered a slight stroke 3 days before we were supposed to return to London, then the next day my wife pulled a ligament in her knee and had to have surgery. So, I had to stay on and look after them all and I missed my print slot. A year later, Im still waiting but it looks like the book will go to press this June.Add to influences: Lawrence Weiner, James Burke, Sol Le Witt, Carl Andre.Q: What has been your highest pressure situation to date?John: It is, and always will be, the first mark on the paper or screen.Q: When youre designing a project, do you keep the personal out of it and make all your decisions based on solid research, trends, and related information?John: I find it so important to not take things personally and keep design as a business, so Im curious to hear how other designers feel about this and if it works either way.I couldnt care less about research, trends, and so on. when they are quantified for the industry. partly because by the time the industry has caught onto something, its long gone and mutated into something else.And for those who are reading this who do believe in the industry... I have been a consultant to a global ad agency and I was offered the job of creative director of JWT in New York (Which I turned down because they wouldnt embrace the flux of the 21st century). I know how misplaced this method of quantification can be. Q: Considering the importance of keeping current, how do you keep up? What are the current trends in packaging, color, design, architecture ...John: I dont worry about keeping up. I just feed myself with things that I do not know about. Theres always a problem with keeping up and current trendsby the time you know about them theyve been done.As you know, I have thousands of books and thousands of magazines and Im always interested in whats happening, but a titan painting is just as contemporary as a website. It always depends on ones approach.Q: Tell us how you start a typical day from when you first wake to when you finally get home.John: Up at 8:30am (Unless our little boy Noah has jumped on me in his boundless enthusiasm earlier!)E-mails, phone calls, and work throughout the day and also meetings. I stop around 2-3am on average, 7 days a week. This is, in part, caused by the fact Im here in Australia and London/Europe doesnt start their day until 6pm my time.Q: Do you travel much? How much? Where? Tell us all about your favorite work/travel experience.John: Over the last 10 years, Ive traveled internationally constantly- to give talks, to work etc. probably 5-10 times a year. Antwerp, Berlin, Paris, Barcelona, Rome, Stockholm, Tampere (Finland), Tokyo, Sapporo, Sao Paolo, Rio, New York, Sicily, Rhode Island School of Design, Los Angeles, Sydney, Auckland, Iceland, Montreal, Cape Town, Milan, Istanbul, Castellon (Spain) being some of the places Ive visited. I never tire of New York, Tokyo, or Paris.But the best trip was probably the week or so Naomi and I spent on Stromboli, the volcanic island just off the coast of Sicily. Neither of us are passive travelerswe tend to do work (drawings, photographs, writing) whenever were on holiday anyway. But Stromboli is just an active volcano, black beaches, good food and the Mediterranean. Wonderful.Q: What is your favorite aspect of your job? Photo shoots, travel, meetings, presentations...?John: Learning. Finding something new no matter in what context.Q: Who or what has been your biggest design influenceand why?John: The true answer is everyone I meet and everything I see or hear. Obviously, everyone in tomato, and my friends. But there are other people (often dead) that I look to. And by the way, I dont think about design in influences. Its all about someone or something that influences ones approach, and thinking, as well as craft.I suppose my first influence was my grandfather. He was the catalyst for my young imagination. He was a mathematician and was also interested in art and philosophy. Through his notebooks, I became entranced in mark-making and typography.At 6 years old, theres no way of understanding his equations but he tried to explain them anyway. The idea that a letter or symbol could mean something else was alchemic. This started my interest in typography and his notebooks in combination with a chance discovery of the work of Katsushita Hokusai in a book on Asian Art ignited my lifelong immersion in and interest about art and ideas.My wonderment about Hokusai was initially juvenile; I was 6 after all! I read that he had made 30,000 woodcuts during his long life as well as a prodigious number of paintings, drawings and books. This sort of fact always fascinates small boys (Even though they might now be over 50!)And what was (and still is) of equal importance was that his articulate, life-full images were of the world around him and not the posed artifice of all those brown European paintings of the 17th-early 19th century elsewhere in my grandfathers books.In addition, there were visits to the museums in London, such as the British museum and the more idiosyncratic ones such as the Hornimans museum near to where my parents lived. London and Southern England are themselves rich museums of art and ideas. Everywhere I traveled, everywhere where my parents or grandparents took me, was rich with artifacts and stories evidence of the long journey. All of which acted as signposts for my imagination.This is how Ive assimilated this list of influence not as a copy book but as a personally assembled lexicon of ways of doing, ways of being.Q: How is working at tomato working for you in Melbourne?John: I dont know! I really havent had time to say Hello, here we are. Ive been too busy. This might change after I give the talk to 2,000 people at a conference next week.Q: And last, what were you doing right before you decided to answer these questions? And if there was a CD or a radio on, what were you listening to?John: I was trying to get to sleep but we foolishly have been allowing Noah into our bed at night and tonight he was on full rotation so rather than suffering more hours of being battered. I gave up and at 3.30am started this questionnaire! I was listening to Treatise by Cornelius Cardew.
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Developing a brand is a difficult challenge even for the most experienced executives. This is mainly true in hard financial times when consumers tend to forego known brands and names to buy less expensive replacements. Even big established companies have problem with branding in new markets. Oftentimes, launching their products in other countries that have different language creates different meaning or interpretation to their brand name. It is a fact that a good brand name is important. To the outside world, the brand name represents who you are and what you do. What kind of business do you have? How does your business differ from others? What is your business focused on doing? And what makes you unique, after all? Brand names are especially important for independent professionals and small business because they face tighter competition. And a well designed and created brand name can help them appear more professional, compete on a larger market and stand out in the crowded marketplace. When you have decided what brand to create, you have to vigilantly reinforce it every moment you are in business. Web site content and domain names should likewise reinforce your brand. Keep in mind that your brand needs to affect all things your business does and every bit of information that comes out of your office. Everywhere you use your brand with uniformity, you are communicating with the voice of your company. But over the years, there have been some false notions about the naming game. Some says that size doesnt matter when in fact it does. Long names are unwieldy. Thus, the shorter the name is the better. Aside from being easily remembered by your customers, you can also save a considerable amount of money from not having to spend extra dollars in materials when painting them on vehicles, boards or any material. Additionally, some people think that their customers would take their names literally. But this is not really the case. When a person sees a deodorant brand that says No sweat he wont literally think that when using the products he would definitely not sweat. That is just absurd. Likewise, no one would think that a car from Rent-A-Wreck is really a wreck. Remember that these names should not be taken literally. Nevertheless, be aware that creating a successful and effective brand name does not happen overnight. Your brand needs to be built overtime. Developing a strong and unique brand and using them more and more often can create name familiarity to peoples mind and they would easily turn to you when they have a need that you can provide.
One of the biggest myths of the Internet is the good old line, If you build it they will come So many people throw up a website and sit back rubbing their hands with glee convinced they are going to become supremely wealthy.Months later they are wringing their hands with regret wondering why theyve had five visitors, four of which were their friends!A website does not just automatically appear high in the search engine rankings and get traffic, you have to do some work in order to get this traffic and start making sales. There are thousands, or even more of sites competing for the same traffic you want depending on your niche and keywords, there could be millions of sites!You need to promote your website and get it noticed not only in the search engines, but in other places where you will get targeted traffic who are interested in your website.Strategy 1 - DirectoriesThere are a whole host of directories on the Internet. Just search for your keyword and Directory or Link Exchange or anything similar and you will find hundreds of places to put your links. Yeah, it is hard work to do this, but you will get links and traffic to your site. If its too much like hard work for you hire someone to do it!Strategy 2 - ArticlesArticles are an excellent way to gain traffic and promote your site. Submitting your article to directories will get you backlinks and if they are quality articles, will get you known across the Internet as an expert. Newsletter and website owners will pick up your articles and use them as content. This will help to promote your site to a much wider audience.Strategy 3 Affiliate ProgramRunning an affiliate program for your product is an excellent way to promote your site. Instead of you working on promoting your site, you have all these affiliates doing the work for you. And the best thing is you dont pay them a penny unless they make a sale. Depending on how much you offer as a commission, you could have hundreds of hungry affiliates aggressively marketing your product all over the Internet.Strategy 4 Viral MarketingViral marketing is a concept that has been around for some time. Its a very powerful method of getting traffic to your site. You have all seen those cute or funny emails and videos that people send to all their friends? That is viral marketing. If you can tap into this through a book, a video, games or anything people will want to pass on to their friends, suddenly you have a whole lot of people promoting your site for free!Strategy 5 ForumsForums are an excellent way to market your website. As you participate in a forum so you can establish yourself as an authority and trusted expert on your chosen subject, which will make people come to visit your website to find out more information. Be aware though, that if you blatantly promote your business without adding value or spam the forums you will do more harm than good to your reputation and your business.Promoting your website will get you targeted traffic. It will also allow you to organically move up the search engine rankings through backlinks and the use of keywords. If you are someone who is serious about making money online, then you need to start taking your website promotion seriously. Remember though spam and other unethical practises will harm your business in the long term. Promote your site ethically and responsibly, and you can be reaping the rewards for years to come.
Lets start with a clear understanding of what a call to action actually is. A call to action is an element or that entices a reader or viewer to take note or make a decision based upon it. Relating this directly to the Internet and websites, a website call to action could be something like "Add to Shopping Cart", "Buy Now" or "Subscribe to Newsletter". The main goal of a call to action is to persuade the visitor to click on or interact further with your website, hopefully ending in the visitor buying a product or service or another conversion goal. It is often seen that blue underlined text is clicked on more by website visitors when given a choice because these have been the default standard for many years. It is also believed that the blue text is associated with calming and trust so it more likely to be clicked.Having described what a call to action is it should be clear that every good business website have at least one call to action on every single page within the website. Given the nature of websites it is often important to give a couple of call to action options to users. When a visitor progresses through your website, you should be able to follow the path your website visitors have made along the path of persuasion towards your conversion goal. Ideally this would give you a clear idea on what calls to action are working and what ones aren't along the desired flow of your conversion process. A good website will be laid out in such a way that when a visitor wants to make a slight detour to find out more information correctly placed and worded calls to action are there to guide them back on your conversion path.So, why do you need a call to action on your website? Many studies have shown that if a website visitor does not find what they are looking for within 3 seconds they will exit your website. Many SEO experts will only focus on getting a website into the top few results but there should also be focus on the overall online marketing strategy. Any good SEO and Online Marketing company will be able to guide you in a complete online marketing strategy. It is important to know that selling the websites product or service and using calls to action to get visitors through your conversion path is of equal importance to the overall SEO plan.A well thought out call to action in an overall online marketing campaign will provide you with more sales, lead generation and constant predictable results.When choosing an SEO and "Online Marketing" company it is important to take some time and do your own research. The simplest form of research is to search in Google for SEO or Online Marketing and see how good the SEO firm is at selling their own products and services. If they are positioned well for their own services then they are likely to be able to successfully market your products and services online.