2008

Good Words. And Great Names. Green Lipstick and the Environmental Pig. How it Feels to Live in a 650-year-old Wooden Home. The Key to a More Productive Workflow. Marketing that Makes a Sustainable Difference. New Year’s Resolutions for Your Marketing and Branding Efforts. Sweet Successes.

2007

2007. The Perfect Time for a Road Trip Alcoa CSI “Uncorks” a New DVD to Introduce its Unique Wine Seal. Cook for the Cure 2006: Record-Setting Sauces Cook for the Cure—Spoil Your Dinner! Green What? Integrate, Segregate, Reformulate? Measuring the Effectiveness of PR: Thinking Beyond the “Thud Factor” Miller Brooks Builds with Habitat for Humanity. Online Media Measurement See What’s New at Miller Brooks! The Shock of the New. What is a Brand Touchpoint? What We’re Reading: Made To Stick Word of Mouth Marketing

2006

Brand Washing. Branding in the Blogosphere. Cook for the Cure: A Souper Time Cook for the Cure Invite How Does Your Brand Speak to Multiple B2B Audiences? June Blitz: Largest in Habitat History Making the Most of Your Online Advertising New Look, Easy New Access. New Year's Resolutions for Your Marketing and Branding Efforts. Peter Drucker: Thoughts on Business from "the Man Who Invented Management." Trade Shows. Afterthought or Forethought? Why Marketing Matters

2005

Are Employees Speaking Your Brand Language? Conducting a Brand Audit: An Energizing Experience. How to Justify Your B2B Budget. How to Watch TV for Your Brand. You Can Learn a Lot. Less is More: Refining Your Brand's Print Materials. Patience. Is it the Missing Ingredient in Marketing Innovative New Products? Personal Accountability in Branding. Taking a Cue from Reality TV: Is It Time to Pimp Your Brand? The Sound of Branding. Triangulation: Three Views into Your Brand. Value Proposition. Positioning Statement. Are They Really Different? What's an Elevator Pitch?

2004

Are You Over-Hyping your Brand? Brand Understanding: Developing a Great Positioning Statement. Brand Warfare: 10 Rules For Building The Killer Brand. Good News/Bad News: Your Brand Made Headlines. How to Recover from Bad Press. Marketing B2B, Products vs. Services: Is There a Difference? Media Management: The Value It Brings to a Brand. Measuring Marketing ROI: Holy Grail or Myth? Mosaic Branding: A Way of Thought? The Right Media To Drive Your Brand. The Value Of Market Research For B2B Brands. Trade Show PR: Remain True to the Brand. Writing a Marketing Plan: Taking the Hassle Out and Putting the Value In.

2003

Brainstorming: How To Get The Most From Your Ideation Sessions. Brand Crisis? What Crisis? Brand Messaging: Why You Need It, And How To Develop It. How Do Customers Touch Your Brand? Understanding What's Important Can Make All the Difference. How To Get Your Brand Into Show Business. Is Your Brand a Product, Organization, Person, or Symbol? Keeping Your Brand Look and Message Consistent. Project Management: Working Behind The Scenes To Synchronize Your Brand. Putting The Web To Work For Your Brand. The Art Of Innovation: What Every Brand Can Learn From Inspired Product Design. When Do You Need Another Brand? Who Cares About Paper?

2002

A Brand's Functional Benefits vs. Emotional Benefits. An Electronic Brochure? What Is It and When Is It Needed? Collaborative Branding: When Agencies and Other Suppliers Work Together, Brands are the Big Winners. Creating A Direct Response Campaign? Think Like a Fisherman. Expand Your Brand: How to Make Your Brand Speak to Media and Analysts. How Long Should It Take to Produce a Brochure, a Website, an Ad? The Purpose Of A Corporate Brochure. The Softer Side Of Branding: Understanding the Nuances of Brand Personalities. What Color Is Your Brand? What's The Personality Of Your Brand? Try This Simple Brand Association Exercise. What Is The Value Of Your Brand? When Does A Brand Need A Logo?

2001

All Aboard: How to Get a Greater Return from Your Direct Mail. Brands, Channels, and Customers. Building Your Brand in a Tough Economy? Give Your Brand A Spring Cleaning. Is Your Brand Ready for the Internet? Get a Clue from the Cluetrain. It's A Brand New Day. Branding with Strategic Public Awareness. Justify Your Marketing Budget. Lights, Camera, Action! Tips for Launching Your Brand on TV. Photography: To Stock or Not to Stock? Is This Really a Question? SIC vs. NAICS: Understanding the Difference. What Business Are You In? What's an Elevator Pitch? Wolverine: Building A Brand That Works.

2000

Bingo Cards: Are They Dead? Creating a Harmonious e-Brand. e-Branding: How To Embrace It. e-branding: Sometimes Simpler Is Better. How to Strengthen Your Lead Management Process. Maintaining Your Brand's Image. Making Taglines Work. Managing Visual Assets In A Digital World. Mapping Your Web Site. Messaging: The Foundation for Good Communication. Miller Brooks: Growing with the Changing Times. Naming: Will It Play Around the World? Project Management: Necessary Evil or Strategic Advantage? Top 10 Steps to Taking a Brand Overseas. Why Every Brand Needs a Brand Architecture.

How it Feels to Live in a 650-year-old Wooden Home. 2008 Qtr 2

How it feels to live in a 650-year-old wooden home.

How it Feels to Live in a 650-year-old Wooden Home.

By Tom Miller

Cozy. And more than a little strange. You stand in front of the home, and realize that this wooden home was actually built sometime in the middle ages, during the time of the crusades, the black plague, before the discovery of the New World. Way, way before Tivo.

That’s what I’d call a sustainable building. And did I mention it’s made of wood?

It’s a Black Forest farm house. In southwest Germany in the state of Baden Wurttemberg. Just 100 kilometers or so from the Swiss border, near a town called Saint Georgen, in a village called Wolfsgrund.

Volkmar Sachsse, my friend, purchased the home, which had been empty for about 30 years, and set about restoring it to live-in condition. The feeling you get now that it’s all fixed-up is cozy. But don’t go thinking about Hansel and Gretel gingerbread tiny and cozy. This is an original Black Forest working farm house. Three stories, built into the side of a hill. Over 100 ft. long and about 40 ft. wide. Made of wood.

The home was designed to last a long time, and to shelter the farmer, his family, the hired farm workers…and the animals. All in the farm house. Here’s how it worked: the home was divided in half on the first and second floors by a hallway, with one door serving as the front, and the other opening to the pasture.

On one side of the hallway, the farmer and his family lived. The space was dominated by a huge, circular ceramic hearth that provided radiant heat to the grandparents’ room, the farmer and his wife’s room and the kitchen on the first floor; plus, the heat from the chimney flue helped heat the upstairs rooms where the children slept.

On the other side of the hallway, the farm animals occupied the first floor (when I stay there, the four horses, assorted dogs and several cats provide the appropriate noises and smells to make it an authentic experience). Above the stables were the unheated rooms for the farm hands, who entered from exterior doors under a huge overhang. (Now the unheated second floor has been incorporated into a part of the living space, with a large office and family room. But it still retains all of the original walls, ceilings, windows and stable noises.)

The third floor is basically one large room for storing hay that is dropped through a chute above the stables to feed the livestock.

It’s truly an ingenious design. Built into the side of a hill means that no heavy lifting is necessary, as each level has easy access from ground. Walls are thick. Windows are small, and the extra air space between the inside panes and the outside panes provides plenty of insulation. The radiant heat from the tile hearth has a wonderful warming effect, even in cold weather (though today it is supplemented by gas heat).

When Volkmar was renovating the home some years ago with the help of his wife, Erika, and son Robin, he was determined to keep it as authentic as possible. All wood was milled within a few kilometers of his home. And when he asked about the warranty on some of the millwork, the millworker told him that if he painted or sealed the wood, there would be no warranty. But, if he left it unfinished, his great-great-grandchildren would be enjoying the wood he was getting ready to install.

Certainly, the roof and other parts of the home have been replaced over time. But the basic wooden structure is just as it was constructed. You can still see old carvings in the beams in the hayloft. Perhaps “magical” might be another way to describe it.

So, what’s the point in writing about a 650-year-old house when the issue at hand is 21st century sustainability? It’s certainly not to say that “they don’t build ‘em like they used to” or anything like that. After all, how many of us would like to sleep in the same unheated house with the farm animals?

Rather, for me it serves as a reminder that the homes we build for ourselves are important to us. They help define who we are. And they reflect our aspirations, hopes and dreams. Wouldn’t it be great if the homes that we build now will, in a few hundred years, be viewed as sustainable testaments to our practicality, our care for the environment and our responsibility to our great-great-grandchildren? (And don’t forget to carve your initials in the frame.)

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