Volume 38, Issue 5, May 2003
Time for a Change
Leftovers from Glass Shows and Elsewhere
by Max Perilstein
For this column, I will be Maxia Perilstein. Read on for why. The loyal readers of my column (and you three know who you are) are aware of my passion for glass names. Each year that I have written, coinciding with the births of my children, I have talked about the lack of creativity in our industry when it comes to naming products. Well, here we go again. This time is different though. First off, my wife is not pregnant. We have two children who, thankfully, look like her, and if we go for number three chances are pretty good that scary baby would like me.
What’s In a Name
In my “Live Chat” (see the January 2003 USGlass, page 14) I was asked about PPG’s Caribia. I commented that I liked the name, and I still do. The adjoining ad campaign for it is great as well. Soon after that campaign started I got notice that PPG was changing the name of some of its products. One of them, Solar Green, will now be Atlantica. Solar Green was one of those names that I railed against. Confusing for the architect, the fabricator and the glazier—I am happy to see it go. Names like that cause so much havoc in our workplaces. Changing the name is not a major stretch either because the product is relatively new. That brings us to Solex though. Excuse me, Solexia. Yes, take the bad with the good. In keeping with their “Oceans of Color” theme, PPG changed the name of a product that spans more than 50 years. Though the change was slight, it still was jarring. Did the gang at PPG read my articles that closely that they went off the deep end and changed the name? Anyway, it will always be SOLEX to me. (But, if they can change Solex to Solexia, I can be Maxia.) While inroads were made with new names, this was a step in the other direction. Maybe after a while PPG will decide to change it again, if they do I’ve got two words … JADE ICE.
From the Trade Shows
The GlassBuild America show, held a few months back, was an interesting one. Decorative glass ruled the roost. Great displays from UROGlass, Joel Berman and General Glass were a few that caught my eye. No question, that is a segment of the industry that is taking off. But I am just a bit curious on how many architects asked one of these art glass suppliers if they could get it with a low-E coating on it.
Also Cal Ripken Jr., the superstar baseball player from the Baltimore Orioles, was the keynote speaker, thanks in part to the gang at Visteon. I had the great opportunity to speak with him and, sadly, I stumbled all over my words because, darn it, he had the nicest blue eyes I have ever seen. (Yikes, maybe that’s why we’re not having a third kid.) Anyway, it was a very classy touch having him there, plus the collector posters that were passed out in Visteon’s booth were fantastic.
Now the show season is in full gear. The CSI (Construction Specification Institute) show was held three weeks after GlassBuild and the AIA (American Institute of Architects) show just three weeks after that. For those companies that did all three, I salute you. Having to set up and organize a show is not easy or fun. Most people just assume you come in, pop up your booth and that’s it. Sadly, it takes much more than that; the bigger and more intense the booth the more it costs to just get it in the door. You get introduced to the wonderful world of drayage. I had never heard that word before I did a trade show, but it means, “You pay big bucks to have your booth material delivered to the show floor.”
There were hopes of combining these shows, but, alas, it was not to be. So, in other words, marketing managers and key salespeople have spent the last two months away from home.
Max Perilstein serves as director of marketing for Arch Aluminum and Glass. His column appears bimonthly.
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