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Picking up on a service familiar to Utahns, national trade advertising
for NIC calls attention to the “On the Spot Renewal” program developed
by the local subsidiary and the State of Utah to provide convenient
renewal of state vehicle tags. The advertisement runs in magazines read
by government technology executives and brands NIC as an innovative
provider of online eGovernment services. We staged a photograph at a
local car dealer and illustrated the easy in-and-out nature of the
renewal program.
A fun Web
site came out of the collaboration between modern8 designer Bryan
Wilson and Desmond Williams of Ignition Consulting Group. We designed
it. Desmond did the Flash scripting and animations. Our ongoing
relationship with Ignition is valuable for both us. Ignition is in the
business of consulting with advertising agencies and design firms about
business success. From the time we designed
Tim Williams’ book
in 2005 to their newsletters and Web site, we gain business insights as we help
create their marketing materials.
Lunch options on our street are disappearing fast. The Hong Kong Tea House next door
closed down for at least a month (and Orbit Café closed last month). It might be
something to do with the fact that we don’t have a front sidewalk anymore. Until the
TRAX construction project is completed, we suggest parking on 600 West, the nearest
cross street, or alternately, in the newly constructed parking lot behind our office,
also accessed from 600 West. With a phone call to us, you can even come in the back
door as well. / Check out artists exhibiting at the modern8
Gallery. / Wish to comment on what you read in the modern8 eNews? send us an
email. You write them. We’ll read them.
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Taglines are a significant opportunity to position a company—not only to
help explain what the company does, but what makes it different. But
don’t write your tagline until you’ve determined your Brand Promise. The
tagline is a more polished, succinct and catchier version of the Brand
Promise.
What is the one thing you can say about your brand that your competitors
can’t say? Something that is both credibly true and valuable to your
customer—something you can promise them. And most importantly, something
you’ll want your customer to take away from every engagement with your
brand. That’s your Brand Promise. In marketing-speak, it’s called the
value proposition. In human-speak, it’s simply why it matters.
This past weekend I was browsing the web site for Lending Tree. Their
tagline is, “When banks compete, you win”—nice and succinct, and clearly
valuable. Their Brand Promise would be something like “Lending Tree is
the largest resource for obtaining online bids from lenders.”
When it comes to crafting a tagline and a brand promise, branding guru,
Marty Neumeier, says, “The key is to focus on a single
proposition. If you find yourself using commas or ‘ands’ to write your tagline, you may
need more focus. The rule? One proposition per brand.”
In the education industry, the viewbook is the all-important brochure
sent to prospective students. It must capture the culture and excitement
of the school, position it as the best alternative and inform regarding
details. For the fourth year in a row, modern8 was engaged to create the
viewbook for Neumont University, the Salt Lake computer science school.
We designed an oversized, horizontal, 20-page brochure with custom
photography and a matching envelope.
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