November 2005 - Limelight - Dear Clients and Friends of Resource Interactive,
Welcome to another edition of Limelight! We've been busy working on benchmark-busting ad campaigns, digital brand strategies for increasingly disintermediated manufacturers, and web site e-commerce conversions. We've also been thrilled to reach new audiences with our thought leadership: articles on our What Women Want research will be December features in a leading Dubai business publication, Capital, and Japan's version of Business Week, Nikkei Weekly. A bit closer to home, we were named—again—by Business First as One of The Best Places to Work.

Beauty's New Register: Bath & Body Works

Bath & Body Works' apothecary brands are now ripe for the clicking. October 11 marked the retailer's e-commerce launch, after a fast-track conversion by Bath & Body Works, Resource Interactive, and e-commerce solution provider GSI. Resource readied and romanced nearly 2000 products, and contributed creative design that mimics the brand's modern flagship stores and inspires customized gifting.
www.bbw.com

Smarter Site for Business Intelligence Pros: Hyperion

October 11 saw another web site launch, this one for Hyperion Solutions Corporation, the global leader in business performance management software. Resource Interactive provided digital brand strategy and creative; conducted usability research and A/B testing; and developed cross-navigational information architecture to interrelate services and products, and XHTML templates for use in Hyperion's Documentum and Cold Fusion applications. High performance deserves high performance. www.hyperion.com		 Do you know what keeps me up at night? Pondering the next handheld revolution--Web content that really works for the PDA. - Dennis Bajec, Executive Director, Creative Services Bookmobile: Speaking of mobile devices, Resource Interactive contributed brand identity and positioning, and web site design to Playaway, the worlds first digital audio player that comes pre-loaded with premier content from leading publishers and authors. http://www.playawaydigital.com

Nightstand: The Power of the Purse. Not only is the message of this new book closely aligned with our What Women Want research initiative, we were pleased to find Resource Interactive referenced in it!
 
Consumer Cartography
One of the best byproducts of our recent research undertaking, The Gender Agenda, was Meta4SightSM, a proprietary research methodology that probes the unconscious drivers of shopping. Few would dispute the role of the unconscious in consumerism, but this area of inquiry is mostly terra incognita in the interactive consulting world. Meta4SightSM uses collages, journals, and, ultimately, cognitive maps to disentangle the positive and negative associations customers have with shopping a brand, category, or channel.
View cognitive map (PDF)
 
The One Percent
Media mogul Barry Diller
told the Shop.org Summit audience in September he didn't think bloggers would ever be that important to business because 99% of them lack good ideas, good "programming." We of the 1% believe the blogosphere wields ever greater influence. President Kelly Mooney, who blogs at www.mooneythinks.com, discusses e-journaling's legal side with Columbus CEO magazine.
View article (PDF)
 It Takes Two
How Reebok's RBK Running site dramatizes their "I Am What I Am Campaign" is one of the subjects of a "Client/Agency Tango" panel at Ad:Tech New York. Join our Executive Studio Director Laura Evans and Michelle Ave, Reebok's Global Running Marketing Manager, November 9, 10:15 am.
www.ad-tech.com

Upcoming Issue

Limelight for a little dish, Litmus for a little more depth! Our upcoming issue of Litmus focuses on gender on the Net: why it matters, how gender can become your smartest, simplest segmentation scheme. View Paper (PDF)