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You don't part with significant dollars unless you're sure of the investment. Great Basin
Scientific, a Salt Lake biotechnology company, needed to explain a new opportunity to potential
investors. The technology provides on-the-spot diagnostic lab results. Our research at a
local medical clinic revealed a sign that read, "If you don't have your lab results in ten
days, please call." We placed the headline into the brochure to contrast with the capabilities
of the new technology. The 24-page document, directed at European investors, was printed in
Barcelona, Spain on international A4 size paper stock. We're now at work producing an
accompanying DVD, with interviews of the Yale University scientists that developed the technology.
The current show at the modern8 Gallery
features four artists, Paul Heath, Patrick Wilkey, Marianne Wilson and Randall Smith and will be
on exhibition through February 10. Watch for notification of a new exhibit opening on February 17,
featuring the work of Martin Mendelsberg and Peder Singleton.
/ Our office, just down the street from Gateway, has room
available for shared office space, with all the equipment, connections and conveniences in place.
You can view photos of the office online. Please
email or call 801-355-9541 to make an appointment to take a look around.
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You may not be aware of it, but there's an existing perception of your company in the
mind of your customer. That perception existed before you were ever engaged with them.
Fortunately, you can influence that perception. And that's important, because perception
drives behavior and behavior drives performance.
What are the desired perceptions you want your company to project? (Don't say quality and
service — everybody says that, so it means nothing.) Does your identity embody and
advance the brand by supporting the desired perceptions?
Your identity is the most important representation of your brand, but it is not your brand.
Your company identity is simply a tool to influence the perception of the brand and differentiate
it from its competitors. According to Alina Wheeler, a top branding consultant, "The identity
encompasses every tangible expression of the brand and becomes intrinsic to the company's
culture — a constant reminder of its core values and heritage. The mark is at the pinnacle
of a branding pyramid: when the customer sees it, recognition fuels comfort and loyalty, and sets
the stage for a sale." You should invest in brand identity to help the customer to buy, the sales
force to sell, and to build brand equity in your company.
A free white paper on Perception Branding, the proprietary modern8 branding methodology is
available as a PDF download here.
— Randall Smith
In the latest of the major expressions of the Owell Precast brand, we've completed the design and
development of a 40-page website that went live at the end of 2005. The web presence adds to the
brand identity, product sheets and corporate literature we created earlier. Owell supplies precast
concrete products and services to the construction industry. The website outlines the products and
projects, ranging from window wells to major entertainment venues with detailed case studies of
Owell solutions. Built into the website is a password-protected Content Management System that
allows for easy updating of the site from any computer connected to the Internet.
If you are having trouble viewing this email, visit http://www.modern8.com/newsletters/jan06.html
modern8 eNews is a free, monthly email publication
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modern8 Corporation.
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