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Only in recent years have professional services like attorneys and accountants recognized the power in
positioning, branding and marketing. The law office of J. Joyce & Associates, which specializes in
insurance litigation, was recently incorporated, following a long association with a large downtown
Salt Lake firm. The mark we designed takes advantage of the paired letters and suggests the
professionalism of a monogram. We've applied the logo to stationery and business cards that
reflect the shape of the letter "J" with a single rounded corner on the bottom right edge.
Young Electric Sign Company recognizes employees with awards for service and educational
accomplishments. Unlike others, instead of printing up a template on their computer printer,
YESCO invests in custom solutions with production techniques that can't be duplicated on the
desktop. We designed a modular-based certificate, printed, embossed and foil stamped on
metallic paper which they can customize with names and dates. The result is a more appropriate
acknowledgement for deserved recognition.
The neighborhood is going more upscale. Just about a block east, the Danish
retailer of high-end audio and video products, Bang & Olufsen has opened
their first Utah store. With the Apple store at the Gateway, and the
groundbreaking for an Ikea store in Draper, the city seems to be coming
of age — at least for design-oriented retailers. / The panoramic
photography of John McCarthy is
showing at the modern8 Gallery through September 12. / Our office, 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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When I ask a new client what makes them unique, what distinguishes
them in the marketplace, or what their company is known for, the
most common answer is, "We provide quality products and services."
Many companies claim quality as a differentiator. Particularly when
you likewise claim that you offer a higher quality product at a
comparable price. The assumption goes that if all other things are
equal (including price) you'll build the brand by building a better
quality product. Unfortunately, that probably won't happen.
Quality is good and good quality matters, but brands are not built by
quality alone. As branding guru, Al Reis says, "Quality, or rather the
perception of quality resides in the mind of the buyer. If you want to
build a powerful brand, you have to build a powerful perception of
quality in the mind. As it happens, the best way to build a quality
perception in the mind is by following the laws of branding."
To prove the power of perception, look no further than the disastrous
flop of the introduction of New Coke in 1985. The Coca-Cola Company
introduced a new sweeter version of Coke because it was strongly
preferred to the original formula in blind taste tests:
New Coke — 55%
Original Coca-Cola — 19%
No Difference — 29%
However, when consumers could see the brand names of what they tasted,
the original formula was strongly preferred to New Coke:
New Coke — 13%
Original Coca-Cola — 59%
No Difference — 28%
Apparently taste is in the brand name, not in the bottle. Instinctively
we think we can distinguish preferences or tell a high-quality product
from a low-quality one, but in reality, our minds are not so rational.
We tend to make our buying decisions more on symbolic cues than features,
benefits or price. Which is why managing the perception of your brand
in the mind of your customer is so important. The Perception Branding™
process, introduced by modern8 in 2002, brings together strategic and creative
processes to help you accomplish this very thing.
— Randall Smith
We've worked with Peak Alarm since the early 90's, creating vehicle identification, logos and promotional
literature for the Utah and Idaho security company. Now a leader in risk prevention in the West, the
latest brochure describes fire, burglary and guard services, with a custom pocket for presentation
of proposals. We designed, wrote, and directed the photography and printing of the brochure,
completed just this month.
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801.355.9541
561 West 200 South
Salt Lake City, Utah 84101
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modern8 Corporation.
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