Cross Channel Communications and Strategic Alliance

Cultural Communication Challenging the 'logical' norm.

Vision

Cultural Communication Challenging the 'logical' norm.

Founder of Cross Channel was deeply touched when introduced to the Deconstructive thinking popularised by philosopher Jacques Derrida. Since then she has both developed a working business model and a process to apply Deconstructivism to design initiatives, marketing and communication strategies.

This philosophy questions all traditional assumptions that there is a fixed formula, or acceptable 'right' way of doing something. There are binary opposites, rather the 'yin and yang'. Under this is right-wrong, good-evil, life-death, positive-negative, etc.

Deconstruction explores what is in between the two opposites and challenges what we deem as the 'logical' mindset.

It is a contemporary style that primarily counters the ordered rationality of Modern Architecture. The underpinnings of this movement include ideas of fragmentation, non-linear processes of design, non-Euclidean geometry, negating polarities such as structure and envelope, and so on. The final visual appearance in this style are characterised by a stimulating unpredictability and a controlled chaos.

The general characteristics of Cross Channel Deconstructivism design are as follows:

1. Explodes Visual forms into loose collections of related fragments.

2. Destroys the dominance of the right angle and the cube by using the diagonal line and the `slice' of space.

3. Searches for more DYNAMIC spatial possibilities and experiences not explored (or forbidden).

4. Provokes shock, uncertainty, unease, disquiet, disruption, distortion by challenging familiar ideas about space, order and regularity in the environment.

5. Rejects the idea of the `perfect form' for a particular activity and rejects the familiar relationship between certain forms and certain activities.

How do we do that ?

1. Brands must evolve beyond inert personalities to become cultures. To develop an economically viable and successful culture, the following elements must be present:

• Discovery

• Experience

• Destination

• Memory

These elements are the sparks that define and nurture a culture and enable it to create natural communities. To nurture such a culture, a product or service must:

• Create commerce

• Sustain the environment

• Uplift the human spirit

These three requirements, a.k.a. The Big Three, act as a filter for the conception of every project.

2. So now that we have a marketing goal (culture building) and an idea filter (The Big Three), we need a new way for solving problems themselves. Enter The Idea Circle. The Idea Circle, made up of scientists, business people, health specialists, marketers and designers, use multidisciplinary thinking to meet challenges and produce more effective, holistic solutions.

3. Once The Idea Circle comes up with an idea, they develop a creative brief that guides the design and marketing of their idea. Their work marries the “old” good design principles with the New Bauhaus design principles.

4. The final execution of every idea – whether it’s product design, interior design, environmental design, advertising, whatever – meets the directives of the creative brief, is true to the Big Three, and, finally, promotes a community-building culture that exemplifies a new definition of good design.

5. The end result of Cross Channel’s process: Good Design solutions that go beyond brand equity challenging the 'logical' norm to create a culture that fosters enduring customer loyalty.

Channels

Culture building brands and cross-channel integration strategies strike an effective promotion of a culture that will naturally spark self-sustaining, self-aggregating communities

There are three guidelines to implementing successful cross-channel strategies:

1. Encourage channel choice.

far from bullying customers into using the vendor’s preferred channel, successful firms offer customers a choice. For example, JC Penney offers customers a choice of its catalog, Web and in-store sites to make purchases and finds that it increases sales. In fact, the average single-channel customer spends about $150 per year with the firm; a two-channel customer spends about $450; and a three-channel customer spends approximately $900 per year.

2. Ensure channels present a consistent face to the customer.

This means ensuring that data remains consistent across all channels. For example, Macys.com works to make sure its bridal gift registry, which is maintained and used across its Web, phone and in-store sales channels, is updated in real time across all three. Such data integrity helps boost customer trust and satisfaction. Similarly, pricing should be the same, no matter the channel used, since the best way to erode multi-channel customer trust is to offer one price online and another in-store.

3. Make sure the cross-channel hand-off is seamless.

When customers move across channels, they shouldn’t be penalized. It cited PETCO’s best practice of easing the return process for online customers returning items to its brick-and-mortar stores. PETCO actually adds return process instructions for store employees to its online receipts, easing the whole process and improving customer satisfaction.  

Cross Channel changed the approach to branding emphasizing the pull over the push. The old school way of branding pushes itself on customers, forcing traditional brands to compete with all other brands for attention and market share. These brands give very little back to the customer beyond simple entertainment. Culture building brands strike an effective balance between push and pull. They rely on magnetism, a pulling force, to welcome customers into their space. They carve out a quiet presence, allowing customers to connect with them on a personal level. In essence, culture-building brands promote discovery, provide an experience and create a destination. These elements inspire active participation from the customer allowing a memory to be forged.

Once we have a culture building brand integrating cross-channel strategies, we can promote a culture that will naturally spark self-sustaining, self-aggregating communities.

Our Circle Cross Channel’s multidisciplinary structure, Allows us to provide our clients with the utmost personalised service, of best practice industry standards customised to fit your exact requirement . We Refer to this Structure as THE CROSS CHANNEL CIRCLE Our Cross Channel Circle is made up of designers, engineers, architects, scientists, business people , and marketers who collectively join forces, and forget all about the titles they earned by practice and experience to provide you with the best practice industry standards customised to fit your requirement under the new title they earned as being part of the Cross Channel Circle “solutionists.”. The Cross Channel Circle is Dynamic and Agile assembled by the most appropriate solutionists to solve any problem at hand. The Cross Channel Circle defines a cost-effective structure suitable to advice on the most elegant solutions, regardless of the scope of the project Our Unique Internal structure facilitates creativity, agility and flexibility, while maintaining a seasoned, passionate creative team at our core able to provide solutions across all mediums of design and marketing. Our Virtual Team structure allows us to put diverse community of specialists within your disposal to provide you with the utmost personalised service, of best practice industry standards customised to fit your exact requirement on a per project basis.

Portfolio

Culture building and cross-channel strategies integrated with your line of business

Our prestigious client base includes a mixture of government and business entities, NGO’s, and Trading Enterprises and SMEs

Online Services

The Online Channel of Cross Channel provides you with our services with a simple click

Download Power Point Templates …

If special customization is required , or to learn how to put further Cross Channels online services to work for you drop us a line at ,
online@x-channel.net

Corporate Revitalize

During the Corporate Revitalize process, Cross Channel act as a catalyst, your transformation conduit. We promote change, introduce reactants to your brand, and tune up cultural reactions to keep your rate of change consistent and inline with your requirements.

Corporate Revitalize is a process developed by Cross Channel. It gathers key ingredients of a brand, excavates through the unique characteristics that capture the hearts and imaginations of their customers, leaders, associates and employees and transmutes the most valuable elements into a clear, consistent brand identity. Once the process is complete, a company’s brand can spontaneously generate a culture.

Through Corporate Revitalize , we can help you mine your brand’s elements — its past, its goals, its values, its quirks, its image, its ambition, its reality — to discover those excavated unique characteristics, both visually and verbally.

The end result: a brand that evolves naturally into a culture; one that resonates both internally and in the marketplace, and can become a natural community. 

1. EXPLORATION  

2. EXCAVATION  

3.TRANSFORMATION   

4.BECOMING THE CULTURE

Once your brand is established, it can evolve into a culture. The culture is made up of customers and other associated individuals who are bound together by a set of shared attitudes, values, goals and practices. This culture can take on a life of its own, the power and spirit of which effect, evolve, and define a natural community. And who is this natural community? Your burgeoning band of customers, potential employees, stockholders, community members and company pioneers.

Culture Building

Culture Building is our way of moving way beyond Branding.

Culture building adds interactivity to branding. It still requires all the work of branding – defining who you are, promoting your attributes, staying consistent, etc. but it also requires the brand to interact with customers on a personal level and attract them with a magnetic force.

Massive benefits of culture building are as follows:

1- Cultures Build Communities, Saving You Money!

Once your brand evolves into a culture, customers naturally build communities with other like-minded folks based on mutual identification. Really. A great example? The Trekkie community. Millions of people watched Star Trek but some wanted to share their experience of the show with others. Groups of Star Trek fans formed and voila, you have the Trekkie community. But it doesn’t stop there. The Trekkie community also includes subgroups – young Trekkies, old Trekkies, even anti-Trekkie Trekkies. Are the Trekkies self-sustaining? Yes, for decades they’ve been driving demand. Are they self-aggregating? Yes, their passion may be encouraged by the media but only true Trekkies hold Trekkie conventions.
So what are the benefits of spawning communities with your culture? Well, by encouraging customers to form a culture outside of your internal organization, you are essentially building lobbying groups for your company. These groups can provide support on many levels, from providing feedback for future product development to providing a database for future hires. Best of all, they are self-sustaining (low customer retention costs!) and self-aggregating (they build themselves!).

2- Cultures make brands better.  

Whole Foods. Ben & Jerry’s. Apple Computer. Greenpeace. These are some of the most powerful examples of culture building companies. They have all have taken the time to get to know their customers, respond to their needs, foster a sense of camaraderie and encourage feedback. In turn, the customers have given each company’s brand a soul. They’ve also given them room to make mistakes. In the end, this symbiotic relationship develops and grows.

3- Cultures make companies stronger.

The best cultures are reflexive; with a company’s internal culture informing the brand’s external culture and vice versa. When both cultures are in harmony, employee morale can benefit dramatically because employees don’t sense a disconnect between their existence within the company and their company’s existence in the media.

4- Cultures foster loyalty.

Back in the olden days, business owners would talk to patrons one-to-one. Patrons shared their suggestions and needs through word of mouth interactions and the business owner would react. If a patron made a suggestion and the business owner delivered, the owner typically received the customer’s business and loyalty. That model still holds true. Only the dialogue between business owner and patron has become more complex, calling for more sophisticated forms of interaction. Culture building is one way to return to this mode of interaction, where customers and business owners enjoy a symbiotic relationship.

Design Anatomy

We changed the way we approach our work in hopes that, Our Designs actually enrich the environment, rather than erode it.

For many, sustainable design means using recyclable materials. We go beyond that by designing with the intent to eliminate waste. In that sense, we support “effectiveness” rather than “efficiency.” Effectiveness provides us with the challenge of continually expanding our knowledge and resources in order to provide cost-effective, holistic design solutions using materials that provide “food” for the entire system.

A crucial part of effective design is helping our clients, suppliers and vendors see the benefits of this approach. We understand that every project differs in terms of the degree to which effective principles can be enacted. Our goal is to provide clients with the best solution: one that is functional, cost-effective, aesthetically stimulating and ecologically aware.

Value Marketing

[V-Force] A.K.A. The Fifth P is Socially Relevant [V]alue Marketing.

Throughout marketing history, the four P’s have been THE customer spending stimuli. These levers essentially increase or decrease guilt. For instance, when you lower the price you decrease the customer’s spending guilt.

People are also very busy. While they would like to make a difference in their social environment they find that they don’t have the time. This too creates guilt.

Given that guilt-elimination is a proven customer stimulus, we believe that a fifth P – well, actually we’re calling it a “V” for Value - should be added to the Four Ps. The V-force eliminates customer guilt by incorporating socially relevant elements into a company’s product, service or marketing mix. It empowers customers by allowing them to make a social impact through everyday purchasing. In a sense, the customer’s money now counts twice: it buys a product or service and makes a contribution to a better world.

[Price] [Promotion] [Place] [Product] [Socially Relevant Value Marketing (V-Force)]

Socially Relevant [V]alue Marketing can provide:

•  Major competitive edge

•  Increased customer loyalty

• Profit growth

• Transform entrepreneurship into a vehicle for social change. 

• Eliminate customer guilt

Female Culture

Companies who ignore the female gender are missing a vast opportunity..

Women shop more – for themselves and their families. They make more purchasing decisions. They spend more on the Internet. They invest for themselves and their loved ones.

Our point is this: As a female-owned and -operated business, Cross Channel is acutely aware of the significance of female buying power. We understand what drives female purchasing decisions across a wide plain of markets. And we are aware of economic sectors where female needs are not being met – providing incredible opportunity to those companies with a pioneering spirit.

Nowadays, everyone is overworked and overstressed – but women are especially feeling the crunch. Balancing careers, families and personal needs is a constant struggle for women – and it shows in their purchasing decisions. Women want their money to buy more than just stuff. They want their purchases to help the planet, contribute to the community, provide safety, and eliminate some of the guilt that is a by product of their overactive, “I can never do enough” lives.

Companies who help women achieve their goals will profit.

They will gain female shoppers – and perhaps female shoppers’ daughters – who will be loyal, repeat customers.

Companies who ignore the female gender are missing a vast opportunity.

If you are interested in tapping into this affluent, under-serviced market, please contact us. We offer a variety of services – including consultation, product redesign and brand analysis – to help your business meet the needs of the female customer.

Contact us

Tel: (962)6-5686809
Fax:(962)6-5681354
GSM:(962)79-5505076
PO Box 960337 Amman 11196 Jordan

 

Drop us a line...

communications email: communications@x-channel.net

research email: research@x-channel.net

marketing & sales email: sales@x-channel.net

support email: support@x-channel.net

finance email: finance@x-channel.net

training email: training@x-channel.net

feedback email: feedback@x-channel.net

 

Join us

Our Cross Channel Circle is made up of designers, engineers, architects, scientists, business  people , and marketers who collectively join forces, and forget all about the titles they earned by practice and experience to provide you with the best practice industry standards customised to fit your requirement under the new title they earned as being part of the Cross Channel Circle “solutionists.”.

To join the Cross Channel Circle of “solutionists.” Send an updated resume in MS Word or PDF format to join@x-channel.net