My friend Peter is a branding consultant. He’s been contracted by several large corporations (names we all know and love). He is developing a structure in which they promote their many brands to us consumers and design professionals. Occasionally, he’ll stop by the studio to pick our brains.
What makes us specify one product over another?
Well, after we contrast and compare all our options and create a shortlist of the products we like most, we look for CAD files and PDF product specs.
My message to manufacturers… make your products simple to spec. Give us CAD files. Give us cut sheets to share with our clients and give us a simple specification that we can email or print for the contractor. Don’t hide it at the back end of the site. Make it easy to find and make it easy to use.
If our short list includes two products and one gives us CAD file and the other doesn’t. Which do you think we are specifying?
Want a few examples of companies doing it right? Check out Kohler and Subzero/Wolf.
