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Neumont University, the Salt Lake based computer science school, wanted to attract the right audience
and pre-qualify their leads in college newspaper advertising. The brand strategy at Neumont positions
the school as an alternative to a traditional university education. The ads we developed for Neumont
are based on the kind of “geek speak” common among the target audience: acronyms and arcane
abbreviations. For those of you unable to decipher the headline in the small-space, black and white ad,
here’s the translation: “By the way, I’ll be rolling on the floor laughing because I creamed
you by making $53 thousand a year in just 28 months and you’re still here all aggravated.”
Valley Ready Mix trucks rolling around the streets of Salt Lake will soon carry an updated
identification along with concrete. The new logo we created for the construction supplier capitalizes
on the “V” used in the former design while updating typography and colors for fresh perspective.
Tracy Tu Nguyen has joined modern8 as an intern. She is a senior in Graphic Design from the Art
Department at the University of Utah. / Artists with a unique point of view and an interest in
gallery exhibitions are encouraged to contact modern8 for potential representation. /
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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My brother belongs to the Harley tribe. He’s got several Harley-Davidsons in his garage. (So many
that Tara feels she should take one off his hands.) On the weekends he and his friends, who also belong to the same tribe,
worship Harley, the God of the open road. My dad on the other hand, though sharing the motorcycle passion,
belongs to the Honda Gold Wing tribe. He wouldn’t want the noisy, comfortless ride of a Harley. My
wife belongs to the Pampered Chef tribe (not to mention the Saladmaster Cookware tribe as well). I’ve
belonged to the Apple Computer tribe since 1984. I wouldn’t anymore think of buying a Dell than flying
to the moon. (In fact, I’d probably consider the moon flight first.)
I’m remodeling my home right now. All those workers making a mess around our house are using DeWalt
power tools. They command a 35% share of the professional tool market with $1 billion dollars in annual
sales. Not so in the late 1980’s. At that time the Japanese tool company, Makita, “had eaten
our lunch”, according to the CEO. How did DeWalt fix it? The company decided to market DeWalt
primarily to professionals. “The contractor doesn’t want a tool that has the same name as his
wife’s toaster,” says the VP of marketing for DeWalt, Dan Gregory. Professional tool users
belong to the DeWalt tribe.
We’re all part of a select clan (or so we feel) when we buy products from these clearly differentiated
companies. A successful brand creates a kind of tribe. “Brands are the little gods of modern life,
each ruling a different a need, activity, mood or situation,” says branding consultant, Marty Neumeier.
“Yet you’re in control. If your latest god falls from Olympus, you can switch to another one.”
Think of your brand in the mind of your customer. How can you project your brand to become your
customer’s tribe of choice?
— Randall Smith, modern8 Principal
Long-time readers of the modern8 eNews may already be aware that we’ve had extra space at the office
that we have attempted to sub-lease. We’ve got a new idea. Our office is located in the downtown arts
district. Just a few doors east are art galleries who are regularly part of the monthly Gallery Stroll.
We’ve got the space: we’re getting the goods. Introducing the modern8 Gallery. We’re
opening up with our first show on November 18, the evening of the November Gallery Stroll. We’ll be
in full swing by the December Stroll. Watch for further announcements. (This’ll hopefully be fun.)
If you are having trouble viewing this email, visit http://www.modern8.com/newsletters/oct05.html
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