Today I talk to Chez Ochoa about the big deal behind MS IE8

by Adrienne Markovic

The Web world is on fire with the announcement of Microsoft's Internet Explorer 8 introduction. The new version is currently in beta, but will be launched soon, much to the delight of the web design community. The major breakthroughs of IE8 have to do with their CSS compliance, a hot button topic that has caused great controversy to this day. For those non-design community, CSS, or cascading style sheet is basically a coding cheat sheet for a website for thematic consistency regarding style.
In a recent interview with Appeal Media Interactive Studios' Creative Director and Award Winning Designer, Caeserae Ochoa, he got down to the dirty details of IE8 and told me what all the fuss is about.

What browser are most designers currently using and why?
This is a good question. I usually hear.. "what browser are most people using".
Considering "designers" is one thing most designers would like to hear more often. I'm sure they all have a favorite browser when just cruising the web. If they're on a MAC they might be using Safari or Firefox, if it's a PC then Firefox or IE. But because of a lack of standards compliance, a good designer/developer will use many browsers to test their sites.

Why do you think Microsoft caved in to w3 standards after all this time?
Well.. I don't think they've fully caved in, but I do think that someone there is really shooting for a more standards compliant browser. After taking a look at the beta version of IE8 they are definitely working toward a more designer/developer friendly browser.

Will this impact designers day to day work, as soon as it is launched?
At this point, it's hard to tell. They are still in the first beta version of IE8. But it does look promising.

Will more web design professionals use IE8 (Internet Explorer 8) than they do currently with Internet Explorer 7?
Well, considering the fact that Explorer 7 has only been out for a year and a half and Microsoft is already coming out with its replacement, a better version, will move most to into version 8. But on the development side, the complexity hasn't changed because of having to develop code that will still have to work with all those IE7 browsers that are still out there. So the work and complexity will still be there, at least a while.

By this time, do you think Microsoft should be totally compliant? Although an improvement for them, is it still outrageous they haven't TOTALLY complied with w3 standards?
I think Microsoft should have been the hub of compliance from the beginning. This definitely would have won them the respect and support of the web design/development community thereby promoting the IE browser a lot more than it has. Though IE wins popularity for the fact that it comes bundled with the Windows operating system, I believe it's never too late strive for a standards compliant browser. And I believe that doing this, MS will win the hearts of many.

Do you think most designers will hold off until they are 100% compliant? yes/ no
No. Simply for the fact that IE still is a very popular browser. However, a good designer/developer will and should look at the pros and cons of every new browser, or at least become aware of them in some way. Currently IE hasn't been compliant with W3C standards but with version 8 it looks like they are finally making their way there.

So what are some of the positives that I.E. is bringing to the table?
On the front end at the moment, it's not too much different from IE7, but there are some cool new features such as "Activities" which enables a user to right click, and from the menu select from blogging to searching to translating capabilities. Also, tabbed browsing, Tab groups, advanced printing, RSS feeds, and page zoom.

- However, on the development side there are 3 modes that IE can render web page code. "Quirks", "Strict", and "Standard". When an old or no "DOCTYPE" is used, such as that of IE 5, IE will render it in "Quirks" mode. Though this has been around for a while in other browsers.
- Also, there are corrections being made to CSS floats, one thing that designers have been contending with for a long time. Microsoft has long used the "hasLayout" functionality, which has been the cause of many headaches on the development side. They are doing away with this feature.
- They will also be bringing in the CSS table layout, which will enable designers, and developers improve the quality of their layouts.
- Text-decoration: overline behavior is now compliant with the CSS 2.1.

And certainly in the way of solving compliancy issues, Microsoft is planning on working directly with the W3C to solve many of the CSS interoperability issues that currently exist. IE 8 Beta is available on the website. http://www.microsoft.com/windows/products/winfamily/ie/default.mspx
Also, the CSS improvements being made to IE 8 are here.. http://msdn2.microsoft.com/en-us/library/cc304082(VS.85).aspx

http://www.appealmedia.com

Marketing Tips from the Legends: Coca-Cola and Starbucks Case Studies

by Adrienne Markovic

Analysis of the histories of both Coca-Cola and Starbucks offer us commoners a treasure trove of tips for our own marketing and branding campaigns. So, your are a startup company, mom & pop job, and/or small business that cannot yet conceive of Global domination?

Here are 12 compiled tips from the legends that took them from obscurity to near mythical standings.

1. Begin any venture with in-depth market research and focus groups.
· Starbucks did intensive research on coffee semantics, preferences, and already successful coffee stores to determine their initial product.
· Dr. Pemberton based his introduction of Coca-Cola on the absence of alcohol during Prohibition in Atlanta. He filled the public's need for a tasty and "invigorating" drink within the confines of the law.

2. You must launch a totally original and quality concept, product, and/or service.
· Coca-Cola introduced its original syrup as a nerve tonic in 1886 in an Atlanta pharmacy that tasted good and put a spark in the patron's step!
· Starbucks went after the entire coffee experience, versus just a superior product.

3. Spend money on advertising, if for nothing but brand recognition.
· Although immensely successful, Coke still puts out very stylized advertisements such as the Polar Bear Ad Campaign of the 1990's.

4. Spend money on your brand "look" (logo) and do giveaways of useful tools to distributors.
· Coca-Cola's first distributors were pharmacists. Early in the company history, they developed the unique script that is still used today in the branding. They put this logo on various objects, such as pharmaceutical scales, to keep their brand foremost in the minds of the people who matter. This was considered a marketing expense.

5. Make everything about your product unmistakeable.
· Coca-Cola held a contest to create a unique bottle that the user would be able to "recognize in the dark". "The Root Glass Company of Terre Haute Indiana" won with their contour bottle design. ( www.thecoca-colacompany.com )
· Starbucks came up with their own terminology and products, like the famous Frappuccino, developed in 1995. ( www.starbucks.com )

6. Maintain consistency of products and services.
· Starbucks developed a standardized and imitable business model and extensively trained their employees on processes, products, company culture, and their brand of service.
· Wherever you go Coca-Cola Classic will taste the same!

7. Do not try to grow your company for its own sake.
· Focus on product and/or service quality and presentation! Every move must be calculated and well though out.

8. Make it a goal to make people happy, alongside whatever goals you may have.
· The Starbucks experience was created to make people happy. Drink a superior product in a comfortable setting. Recently the company has added wi-fi networks to stores. They also have free electrical outlets.
· Coca-Cola has always driven their product on the Americana Dream; a carefree image of good times. People associate product with that.

9. Convey a humanistic and selfless public image versus cold and corporate.
· Starbucks is a corporate giant but gives many charitable donations and heralds fair-trade.

10. Remain loyal to regional and cultural differences as you market your product. And target your differentiation based on localities.
· When Coca-Cola entered foreign markets, they introduced exclusively regional products alongside their staples. For instance, in Peru they made a golden soda called Inca Cola, with added sweetness for the local market and a clear lychee soda in Thailand.

11. Work with other companies on partnerships and brand associations.
· Starbucks has done many marketing blitzes, like their exclusive partnership with United Airlines, that only serves Starbucks brand coffee. Starbucks also partnered with Apple's I-Tunes to draw customers into the stores.
· In the 1980's Coca-Cola heavily marketed associations with sports such as FIFA, NBA, and Nascar.

12. Gather endorsements and testimonials, celebrities DO sell!
· One of Coca-Cola's first advertisements was a celebrity endorsement from music hall star, Hilda Clark in era between 1893 and 1904. In the late 1980's pop star Paula Abdul had a successful endorsement deal with Diet Coke.

13. Follow the trends of the time in your product and/or service.
· During the 1980's a fitness craze began to get America in shape Remember Sweatin to the Oldies' Richard Simmons and Jane Fonda workout videos? Coke evolved the Diet Coke product to go with this shift in the US mass mentality.
· When WWII began, Coca-Cola took that opportunity to ensure that soldiers could have a Coke whenever they wanted one. This ended up introducing Coke to a Global market and making it a tie that binds soldiers to their American life, thereby making it indispensable, like a family member.

Try these techniques and write me a response! appealmedia@yahoo.com on your results

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

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

http://www.thecoca-colacompany.com/ourcompany/historybottling.html

http://www.ciadvertising.org/sa/spring_04/adv382j/eliz126/ScottBedbury/NewFiles/starbucksprinciples.html

http://www.starbucks.co.uk/en-GB/_About+Starbucks/History+of+Starbucks.htm