wow introduction

BRAND VALUE PROFILES STRATEGY SERVICES

CREATING BRAND VALUE

http://www.wildoutwest.com

WildOutWest specializes in the rapid development of new ventures. We understand how to get an initiative through the early stages of exploration, proof-of-concept, buy-in from key constituencies and acquisition of customers:

Brand StrategyCompetitive analysisValue proposition developmentBrand relationship managementBrand alliance architecturesKey messages -taglines and value propositions

Brand DevelopmentBrand naming (domain and trademark)Product naming and trademarksVisual brand identityAudio and web brandingCorporate identity

CommunicationsMarketing support and sales collateralPromotional (internet and direct response)Development and execution of advertising

Proof-of-ConceptWorking models of early stage initiativesMarket viability and cost studiesCustomer preference researchTechnical due diligence

InteractiveWeb development User interface design (applications)Multimedia

Sales EngineeringMarket definition / redirectionTop level message developmentSales force trainingSales intranet development

What We Do

®

WildOutWest has unique and broad experience with launching new ventures and initiatives. While we are primarily marketing experts, our role often expands to include a range of services that could only be described as “Venture Consulting”. For people with ideas spread out on the kitchen table, we serve in many roles, including finding the most suitable capital partners. For established companies, we bring a fresh and pragmatic approach, which we chalk-up to the time we spend working in the kitchens and garages.

The following is a partial list of notable venture projects:

SRD Systems Research and Development (acquired by IBM 2005)

Altamira Software Image Editing Software (acquired by Microsoft) *

MPOWER /401kForum Asset Management (acquired by Morningstar)

CoRelation Relational Search Technology (acquired by DigiMine) *

Atomic Tangerine Venture Consulting Arm of SRI*

ClearBlue Technologies Managed IT (acquired by Navisite)*

The Bohan Group Due Diligence - (funded by First American)

Actona Storage Management (Sequoia Funded, acquired by Cisco)

Navio Digital Rights Management - www.navio.com

Encorus Wireless/Mobile Payments and Platforms (FirstData) -London/ Germany*

Velosant Supply Chain Management / Taxware (FirstData/ Harbor)*

STAR PassCode - Payment Authentication -(FirstData) Omaha, NE*

Morphic - Project Management Consulting, Seattle WA*

Graphita - Live Studio Graphics Web Application

BAMBU RUM - Super Premium White Rum, -Antigua

New Ventures

®

© 2008 WildOutWest, LLC All Rights Reserved

The strength of a great name is in the ability to make a lasting emotional connection. An effective name reinforces the value proposition of the company or product it represents. It carries the first ten seconds of the introduction, and continues to function as a foundation for trust and rapport.

Name development itself is about gaining an intimate understanding of the customer’s needs, then sculpting a unique personality that differentiates the way in which the brand meets those needs. The big ideas are in the strategy.

What makes a strong name?

®

http://www.graphita.com/demo.php


Genius from Mars

A unique trademark makes every other aspect of building successful companies and products easier. Again we go back to the communication of a value proposition. Not so much what it does, but how its better.

It is a truth of nature that people go around in the world looking for what they want looking with their eyes. The visual identity is often as important as the name. This process is creativity directed at long-term strategic thinking.

Brand Image Development

®

managing online market liquidity

™

Risk Management for e-business

“You’re nobody till somebody

loves you” Dean Martin

BRAND RELATIONSHIPS

1

COPYRIGHT NOTICE: The methodologies and mechanics of the brand relationship scale and its application are copyright protected. All rights are reserved. This document may not be copied in whole or in part for any reason.

© 2001 WildOutWest, LLC. All Rights Reserved.

In this information age, every unimaginative product or service is doomed to struggle as a commodity. There are simply too many choices and customers are no longer demonstrating unwavering loyalty because a logo and a slogan have been pounded into their heads with frequency.

So how do you get your idea into the hearts and minds of your customers, staff, suppliers and investors? We have found that people universally form stronger relationships with the things they value. We begin by defining a sustainable, competitive value proposition then work to create communications that connect this value with a strong sense of humanity and emotion. The identity of the brand becomes a personality that people can connect with because it has integrity with a sustainable value proposition. This all seems like common sense, but there is also another factor: the relationship itself. A brand relationship requires communication. Appropriate, genuine communication, as opposed to generic robotic type.

We have developed a framework for managing brand relationships. It works like this: There are various stages in the life cycle of any brand. Just as with inter-personal relationships, brand relationships proceed through steps that can be defined, mapped, and supported. This is not to say that customer preferences are predicable: until we have perfected mind reading there will large regions of terra incognito. But in managing the actions and messages necessary to have a brand relationship work we have developed a systematic approach to understanding the stages that people commonly follow during their interaction with a brand.

This may seem obvious, but for decades now the top consultants in branding have been telling everyone that the holy trinity of branding is “consistent, clear and authentic”. Continue to buy into the last two points, definitely, but in place of consistent, we would choose “valued”. The difference is that it is necessary to speak in terms of what’s relevant to the customer. Because nobody loves a robot.

Winning hearts and minds through valued brand relationships

© 2001 WildOutWest, LLC. All Rights Reserved.COPYRIGHT NOTICE: The methodologies and mechanics of the brand relationship scale and its application are copyright protected. All rights are reserved. This document may not be copied in whole or in part for any reason.

7.0 Love/Blind Faith Never let them down

6.0 Evangelism Increase the personalization and interaction

5.0 Preferred Consistently deliver beyond expectations

4.0 Valued Consistently deliver -Special treatment

3.0 Known / Understood Why are you better? Deliver on promises.

2.0 Skepticism Communicate value and answer questions

1.0 Noticed Communicate! What is your value?

0.0 Unknown / Non exist ant Promote! Get your name out there and make a big impression.

-1.0 Misunderstood Find the lie, Communicate; Who are you?

-2.0 Distrusted Communicate; What’s changed?

-3.0 Hated / Despised Defuse the problem

BRAND RELATIONSHIP SCALEA brand can begin a relationship almost anywhere on this scale. A new brand usually begins at 0.0 or below. People usually move through each step of the scale. Two obser-vations to note: the common bond that holds a brand relationship together throughout is to deliver value and that most first transactions happen at 4.0, when the product or service is understood to be valued.

ACTION

In regard to the development of new brands, in is important to consider the life cycle of the brand and the fact that your brand personality will need to endure the whole scope of this scale. You can see that having a simply bold, memorable name that does not have much individual personality may suffer at the upper (more valuable) levels.

© 2001 WildOutWest, LLC. All Rights Reserved.

Ongoing brand management for existing brands is also an important application for the relationship scale. The relationships with existing and prospective clients can be defined by a point, or sometimes in the case of larger organizations a narrow band of points on the relational scale. We work with your marketing, sales and public rela-tions people to manage the brand’s relationship with these customers.

We begin our work by gaining a thorough understanding of the brand’s position:During this initial phase we analyze the existing situation, industry, competition andmarket. Among the methods we employ are visual/brand audits, management andemployee interviews, research and customer surveys. In simple terms, we are work-ing to ascertain a solid working knowledge of the brand’s value proposition, what drives the market and where alliances are. Using the information we’ve gathered, we then develop the brand strategy.

KEY MESSAGESOur work on key messages centers around finding the “buttons” or motivational factors that relate to each level in the relationship:

GOALS OF BRAND RELATIONSHIP MANAGEMENTAcquire customers more efficiently, keep them satisfied longer and make them more profitable each and every step of the way.

1.0 Noticed

AD

VER

TIS

ING

DIR

EC

TM

AR

KE

TIN

G

SALES

/ SER

VIC

E

2.0 Skepticism

3.0 Known

4.0 Valued

5.0 Preferred

6.0 Evangelism

7.0 Love/ Blind Faith Exclusive Club / Benefits

Viral Marketing

Value Exchange

ReferralPrograms

Programsvery special treatment

BIG SERVICEDo something for me

DIFFERENTIATION Why are you better

COMMON OBJECTIONSovercome objections -answer questions

VALUE PROPOSITIONWho are you / What do you do

BRAN

D IM

AG

E B

UIL

DIN

G

PU

BLIC

RELATIO

NS


In early 2007, the management of WildOutWest launched Graphita. The company developed and launched LiveStudio, a web application that gives consumers expressive graphical effects for their photos. The application evolved to become a custom shirt design tool.

WildOutWest was responsible for the name, brand, funding, web app development, marketing and promotion. The web application was developed in under 90 days, and found an immediate international audience. The site included tools for sharing images on social networks, and was promoted with images and widgets .

The application enables a new level of personalization, for the design and production of merchandise.

www.graphita.com/demo.php

NAME/ BRAND / TRADEMARKS

WEB APPLICATION DEVELOPMENT

ANGEL FUNDING / CAPITALIZATION

MARKETING

MANAGEMENT

A widget, enabled by LiveStudio makes it possible for people to create and share expressive images live on the web.

This widget makes custom t-shirts

http://www.graphita.com/demo.php


WildOutWest orchestrated the funding of Bambu Imports through a $1M angel round, with several past founders of WOW companies participating in the round.

Our firm was also responsible for the branding and package design. Bambu was founded by David Kanbar, who began developing a rum product when his wife complained about her rum cocktails being too harsh and causing her headaches. Having been an executive at Skyy Vodka and prodigy of his Uncle’s, Maurice Kanbar (founder of Skyy Vodka), Kanbar knew it was impurities that were causing both problems and knew that quadruple distillation and triple filtration would solve them.

Bambu is handcrafted in the British West Indies and is the only rum that is quadruple distilled and tripled filtered (the same process used for super-premium vodka). However, in order to ensure the essence of the hand-selected sugarcane is not stripped away, it is distilled in tiny batches and slow filtered, which is a very time consuming and expensive process.

Bambu Imports also imports Bulldog Gin from England andowns a stake in that brand.

BRAND IMAGE

PACKAGE DESIGN

ADVERTISING

FUNDING

Bambu is packaged in a cosmetic quality glass bottle with silk screened horizontal lines, a pink label and wood cork with a silver medallion.

The Bambu Crest depicts a virgin. This is a symbol of purity, with a degree of charac-

teristic humor. The windmill is representative of the colonial stone windmills that dot the

islands where the rum is made.

NAME

BRAND IMAGE

CORPORATE IDENTITY

WEBSITE

ADVERTISING

PRODUCT BROCHURES

WEB TE: This is a relatively large site, incorporating all key messaging for the three merged companies. Sophisticated navigational system follows a rich, layered information architecture. Visit the site on the web at: www.velosant.com

INTRANET: integral to managing a company with three offices.

Velosant delivers financial supply chain management solutions that accelerate efficiency while improving visibility and accuracy. WOW has been responsible for developing this brand, including naming, brand architectures and product naming protocols as well as all marketing communications since inception through the acquisition of two larger organizations -BillingZone ($5M), and Taxware ($27m). Both mergers required seamlessly integrating all points of contact with customers, revising key messages and value propositions, while assimilating diverse corporate cultures.

This brand name successfully integrates a sustainable value proposi-tion into the brand identity. The name combines speed (velocity) with knowledge (suffix “sant”) to put forward a brand image with a great deal of integrity in terms of a company that supplies financial management solutions which accelerate efficiencies and improve visibility.

Acquired by QPass. in 2005

STATIONERY: The Taxware logo in the corner this business card helped to transition through the merger of the two companies.

TRADE JOURNAL AD: An image of a formula one race team pit crew delivered the first in a series of ads that deliver the promise of teamwork, technology and efficiency with clarity and impact. Worked particularly well as the outside back cover

Velosant automates complex financial processes for

companies worldwide. We streamline complex financial

supply chain processes, resulting in better cash visibility,

greater operating efficiency and reduced risk and liability. We

automate AP, AR and Tax Management functions. We

increase collaboration between companies and their vendors.

Most importantly, we accelerate financial benefits to a

company’s bottom line.

We are delivering on the promise of accelerated efficiency, visibility and accuracy in the financial supply chain. The quick explaination for how we are achieving this is simply teamwork and technology.

APPLICATION INTERFACE: Interface for the Taxware 2.0 application. Incorporates global tax calculation and compliance solutions.Contact us to view the complete application. Two brands came together on this product interface.

CAPABILITIES BROCHURE: The website and all the product literature supported Velosant’s product offerings with substance. An overall capabilities brochure communicated the broad transactional expertise, integrated approach to solving complex problems and strong partnerships that Velosant has to back up the solutions. Notice the inside pages are tabbed / indexed.

optimizing the financial supply

chain with proven ROIAP Transaction Management

PRODUCT BROCHURES: Product lines from the two companies were integrated to present a unified corporate identity. Complex value propositions needed to match up with integrity.


Offer the convenience of securepayments while reducing transaction costs

®

Offering Payments ..................... Page 2

Security Standards ......................... Page 3

Usage Guidelines (plastics).........Page 4

Usage Guidelines (web/POS).......Page 5

Text Usage and Approval ............Page 6

ww.stopandshop.com/peapod.html/passcodereg/who

Join the Express Savings Club

$500 Gift Card

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LAUNCHING A NEW PAYMENT BRAND: The world’s most powerful retailers pay upwards of 3% in transactional processing costs to the major credit card groups. FirstData developed a solution that would allow these retailers to link their rewards program cards directly to the bank accounts of customers for a small fraction of the cost. Ultimately, some of that savings would be passed back to customers in rewards. First year projected savings for one of the largest grocery chains was $100M. WOW was brought in to test feasibility and to help project costs for customer acquisition. We were responsible for brand development and all aspects of designing and running proof-of-concept pilot programs. We worked with national retailers to determine methodologies for driving enrollment in these new payment options. We developed and ran in-store registration, direct mail and online solutions and conducted detailed cost / benefit analysis.

PassCode is an unusual brand strategy. Its a utility brand, designed simply to support a retailer’s store brand as the acceptance brand. It is a plumbing brand that communicates value in terms of added functionality, in this case CONVENIENCE (Pass) and SECURITY (Code).

WEB: Online enrollment was a very attractive solution from the start. Early adopters would be the first to try something new online. WOW designed the enrollment interfaces. We built and tested the prototypes for online payment enrollment..

These screens detail the simple, informative interfaces.

INSTORE: Example of a pilot program running in Safeway Stores. WOW organized, trained and staffed the enrollment booths through a three month program.

BROCHURE: Working with retailers to develop unique effective enrollment programs began with this brochure, detailing strategies and solutions.


www.passcode.com

Payment Powered by

Customer Service: 1 800 679-1234 AUTHORIZED SIGNATURE AND PASSCODE PIN REQUIRED

1234 5678 4567 0005

If you find this card, please return to FIRST DATA CORP. at P.O. Box 1234 Dallas, TX 123456 for online account information, goto www.passcode.com and enter your username and personal PassCode PIN.Your Easy Rewards Card may only be used at Kroger Stores. Use of this card constitutes acceptance all

terms and conditions of card user agreement. © 2004 Kroger Inc. All Rights Reserved.

Utility vs. Acceptance BrandsPassCode was always intended to be a descriptive brand that would build the retailer’s brand in terms of credibility for payment processing and acceptance. Like General Motor’s “ON Star”, “Intel Inside” and “NutraSweet, this brand would add value in terms of utility. In this case, the need was to communicate security and convenience.

WOW worked with major retailers to develop unique identities for their payment acceptance programs. Interestingly, card design played an important role in driving acceptance, enrollment and ultimately use. The most effective results seems to be where several designs were considered. We worked to create emotional connections that had integrity with the retailer’s unique market position.


NAME

BRAND IMAGE

CORPORATE IDENTITY

WEBSITE

PRODUCT INTERFACE

technologies that facilitate changesimply by enhancing visibilityRANK YOUR ABILITY TO CHANGE...

IBM retains Morphic torelaunch a majorenterprise application

When creativity and experience are leveraged to deliver results...insightful

thrive in a changing environment

insights featured project manage work

About Morphic Change Experience Technology People Contact

SURVIVAL instinctthriving in a changing environment can be as much about survival as scaling to meet the objectives of a new vision. Find out if your organization is ready for the unexpected... more >>>

Morphic was formed in 2005. Formerly Zocher Corporation, the company had big plans for the future, and the management team wanted to lead this vision with a dynamic name and image. WOW delivered a name, top level domain and international trademark. The name and positioning have a clarity of message and integrity with the value that this company delivers - They help their clients to manage change.

Morphic has developed some important and powerful new project management tools that deliver the ability to manage change through visibility, inter-relational data and clear, highly usable interfaces.

The waves of lines represent the analysis of change -with the name Morphic pushing the lines around.Morphic is another example of the successful integration of BRAND VALUE to every point of contact.

WEBSITE: Three key messages are animated on the home page, delivering differentiation, value and beginning a dialog about change.


321 High School Road NE #316 Bainbridge Island, WA 98110www.morphic.com


321 High School Road NE #316 Bainbridge Island, WA 98110

www.morphic.comA Zocher Management Company


877 morphic -o206 780 3400 -f

www.morphic.com




A Zocher Management Company


[email protected]

Marc Zocher, PMPPresident, CEO

1 . 877.morphic ext. 801206.550.8119 cell


POWERPOINT! This company uses presentations made in person as a key platform for credibility, and every proposal includes information that clearly differentiates Morphic from other firms and gives clear reasons for working with the firm.

ACTIVE IMAGE: This company is active -and the brand image extends to the people who run it. Not to say you don’t see the occasional shirt and tie, but there is an ethos and a culture that is supported by the brand.

DYNAMIC STATIONERY: The image hardly does the production values justice. Blue metallic ink and all the other colors are engraved for rich color and texture.


POSITIONING

BRAND IMAGE

CORPORATE IDENTITY

WEBSITE

CAPABILITIES BROCHURE

A leading provider of due diligence for the sale and securitization of real estate transactions. The brand image of intersecting geometry defines the essence of the company’s value proposition: accurate analysis, clearly presented. WOW has participated in the company’s growth from a two man consultancy to what is now many hundreds of employees –with the brandmark now adorning several significant buildings in New York, San Francisco and Irvine.

WEBSITE: The website shown left incorporates animations to convey the brand value and mission statement.

BROCHURE: A substantial document -designed to make an impact with a relatively small number of key decision makers and to deliver comprehensive details of the company and products.

Paul F. BohanChief Executive Officer

The Bohan Group, Inc703 Market Street, Suite 800San Francisco, CA 94103www.bohangroup.com

[email protected] ext 109415-433-4720 fax


ENTERPRISE

INTERNAL BRANDING: A significant aspect of effective management is keeping the people who work for the organization tuned into the same beat. A cohesive team can be built from a value-based brand identity - this is where the identity of the company delivers the group ethos as a symbol and consistently reinforces the message in terms of the value the organization delivers.

Product branding

Corporate identity

PRODUCT BRANDING: The Bohan Group brand architecture extends to several products that have become synonymous with effective due diligence on Wall Street and the banking world.

Tools that defi ne value and uncover risk.

The Bohan Group offers a full range of comprehensive risk analysis services to the mortgage industry. Our

resources, coverage and experience, combined with our leadership in technology deliver real answers to

our clients with speed and effi ciency. At the core of Bohan’s services is BRAIN, an innovative and easy to use

underwriting and auditing system. Contact us or visit the web at www.bohangroup.com.

enterprise auditing predatory lending screeningweb based auditing enginequality control reviews

Residential Due Diligence

Compliance Reviews

Predatory Lending Audits

Software Licensing

Quality Control Reviews

Valuation Management Services

Warehouse Audits

Fulfi llment Center

Consulting ServicesSan Francisco 415-433-5111 New York 212-201-7360 Irvine 949-851-3111enterprise auditing

web based auditing engine quality control reviews

TRADE JOURNAL: Provocative imagery. Figure in a dark business suit calmly analyzing danger. Product oriented, and focussed on value proposition.


The Encorus brand was created to achieve the vision of a single open standard for mobile payments. The company was formed through a restructuring of one of the world’s largest developers of applications for mobile phones. eONE Global and FirstData purchased the mobile technologies and brands of Brokat Technologies, (NASDAQ). The new name is a combination of the words “Encore” and “In Chorus”. It symbol-izes the company’s commitment to a bringing the best mobile technologies together under one open standard, working with mobile carriers and merchants to enable people to make purchases using their mobile phones.

The brand imagery follows the founders vision of the payment network as an ecosystem: An open flower gets its energy from the sun, which acts as a visual metaphor for mobile payments. The image is immedi-ately friendly and accessible and visually brings several elements together around a point.

NAME

BRAND IMAGE

TOP LEVEL MESSAGING

CORPORATE IDENTITY

WEB PRESENCE

Corporate identity: The idea that wireless payments is as natural as the way that plants derive energy from the sun is reinforced in the simple choice of office plants.


www.encorus.com

Encorus Technologies, Industriestraße 3, 70565 Stuttgart, Germany

www.encorus.com

+49 711-788-44-0 tel

+49 711-788-44-777 fax

Encorus Technologies

Industriestraße 3

70565 Stuttgart, Germany

www.encorus.com

Encorus TechnologiesIndustriestraße 370565 Stuttgart, Germany

Mobilizing thePower to Purchase

www.encorus.com

BUSINESS SYSTEM: Business cards on first page and the complete business system below reinforce the brand’s identity and personality with consistent color and design elements.

WEBSITE: Real world applications are brought to life with examples of items people would actually buy with their phones. Drives a message of feasibility and demand for adoption for this new payment technology.


Clear Blue Technologies is a leading provider of out-sourced managed information/ technology and application services for companies conducting mission-critical business on the Internet. Originally named BJK Investments, WOW was brought in to create a national brand for marketing these complex managed services. WOW was responsible for name development, including all negotiations for the acquisition of domains relating to the brand, including acquisition of the ClearBlue.com domain for under $15k. WOW worked closely with mangers in multiple locations to develop key messaging for building the business. Communications materials were produced economically, using mostly two color printing, with some four color for brochures.

ClearBlue Technologies has been aggressively pursuing acquisitions in a market where most of the biggest competitors have misestimated demand and indeed the capital markets. Clear Blue Technologies now has major data centers in most major US cities. Amongst the companies it has acquired over the last year are Colo.com (UK) and Navisite. The size and brand recognition behind the Navisite brand has lead to the company adopting the larger brand as the customer facing brand.

NAME

BRAND IMAGE

TOP LEVEL MESSAGING

CORPORATE IDENTITY

WEB PRESENCE

MARKETING

WEBSITE: Designed to immediately disarm visitors, with a unique layout featuring a flash animation in the central blue area.

BUSINESS CARDS: An emphasis on visual continuity and a strong reinforcement of the value proposition are hallmarks of our approach to design.

PRESENTATION FOLDER: Notice the blue cut-away tab at the top right of this presentation folder. It served to draw attention into the otherwise simple 2 color folder.

LETTERHEAD AND ENVELOPE: Simple components of the business system, the value proposition is again restated on the flap of the envelope and at bottom left on the letterhead.

SEE NEXT PAGE FOR MARKETING MATERIALS


Marketing and promotion

BROCHURE: Rather than a complicated or expensive capabilities brochure, this letter fold size brochure got to the point and gave a solid overview . The brochure could be used as a mailer and featured tabs that indexed information and made it accessible.

POSTCARD: The central image from the trade journal campaign was used in a postcard for event invitations and personal notes to prospects.

ADVERTISING: The image of an azure blue sky, viewed from the beach communicated the idea that IT services would be managed without a problem. The visual was very unusual for IT trade journals. Small shots of the facilities showed resources.

NAME

BRAND IMAGE

CORPORATE IDENTITY

WEBSITE

WEB PROMOTION

WEBSITE: If you look at the hierarchy of the homepage architecture, this site touches all the elements that have proven successful in consumer marketing online... 1. State your value and what you do (headline and image).2. Make an emotional connection.3. Create an immediate Call-to-Action that fulfills on the promise (like Google).4. Make information one-click away wherever possible.

Redwheels approached the points of pain around used car transactions with a turn-key localized solution. This development project began with the observation that selling used cars could be done better than eBay. The idea was simply that what buyers and sellers of used vehicles really want are systematized local introductions that are qualified. We were responsible for developing this company from the initial idea through angel funding of $500k, bringing on the management team and developing the proof-of -concept prototype website.

While this work was done in the heyday of the first dot-com boom, the wisdom gained with this start-up affirms that many of the most important rules driving developing a successful web property remain true today (see below). After the initial proof of concept, the new management team opted to continue development of the project with a large outside development team. We lost control of the development and the second phase was never fully realized, but we believe the model was strong and has not been done to this day.


productive ideas...AppliedA good number of the most successful companies in the world have come to rely on Applied Graphics for a variety of print, graphics and promotional solutions. This company effectively makes best-of-breed choices for many types of technology solutions. Their top level value proposition “productive ideas...Applied” is reenforced with a sequence of images that depict speed and efficiency with creativity. WOW has a long-standing strategic relationship with Applied Graphics, that allows us to deliver flawless, cost-effective production anywhere in the world.

WOW has played an integral role in the development of Applied Graphic’s strategic positioning and corporate identity, including the website and collateral shown here.

WEBSITE: Comprehensive website features several technology demos and audio/visual interactive modules that define AppliedGraphic’s complex set of products and features.

BRAND IMAGE

TOP LEVEL MESSAGING

CORPORATE IDENTITY

WEB PRESENCE

BUSINESS SYSTEM: High impact images make an emotional connection with the customer, while restating the point that this company delivers on the promise of productivity.

INTERACTIVE DEMO STORY BOARD

Applied PrintFlowInteractive demos are a highly effective way to deliver key value propositions. It is now possible to create the impact of full audio-visual interactivity with relatively short down-load times (approx 500k file size for 60 seconds). WOW has been producing these “elevator pitches” in our own studios, for clients such as Verisign, Encorus (eONE Global) and Porter Novelli. This demo shows a new product introduc-tion named PrintFlow, which WOW was responsible for naming and branding also.

VIEW THIS DEMO: The complete demo can be viewed at the WOW site: www.wildoutwest.com

10-16 secs

16-23 secs

23-30 secs

30-40 secs

50-57 secs

57-65 secs


A European interactive television venture based in London, England. This industry has a tradition of unusual names, and so we were given licence to create a very unique name. The brand represents the place comfy, but cool place the customer wants to be entertained. Creating a strong brand image for the company was made easier by the name and it’s immediate visual association with the couch. We also invented a screen-shaped frame as part of the brand imagery -notice the frame in the Trade Ad, the shape of the business card and then the frame on the couch on the back of the card.

Red couches were to be used wherever possible: On-air interviews, in the lobby and in offices, at trade shows. A special weather resistant red couch was considered to hang outside the studios -but rain became too much of an issue. This company was supported by technology from Atomic Tangerine - the venture consulting arm of SRI.

Getting accurate feedback is vital. Often, we use full page color ads to help bring the proposed brands to key target audiences with contextual relevancy.

A highly memorable brand personality is reinforced with consistent use of visuals -the couch and the color red, ensuring that the imagery makes a strong impression.

NAME

BRAND IMAGE

TOP LEVEL MESSAGING

CORPORATE IDENTITY

WEB PRESENCE


When a potential customer test drives a BMW, they are left with a three dimensional impression -the car, the sales person, the dealership. Most often potential buyers leave the lot without purchasing a car and often times the only physical reminder they have is a business card from the retail center. The cards given out by independent dealerships were inconsistent– mostly quite poor in quality. We began by working on the print version of the brandmark, taking the BMW brand standards to the next level for the development of a corporate identity package that is now being used by retail centers around the world.

We saw the business card as more of a point-of-sale device than stationery. The corporate identity program centers on very rich production values –the brandmark on the card looks like the roundel on the car, with a glossy shine, silver foil and register embossing. (see print samples)

WEBSITE: WildOutWest also delivered a web-based proofing and ordering system.

Business system for worldwide BMW retail centers the greatest impact on brand perception can often be in the smallest details


The venture consulting spin-off of Stanford Research (SRI). Atomic Tangerine turned to WOW for its strong reputation in naming. The name AtomicTangerine certainly got the attention of the world media and com-municated the message of “business unusual”. Looking beyond the immediate impact and media cover-age, there is real integrity behind the brandname: The Atomic component relates to the SRI technology heritage, while the Tangerine is analogous to something that grows – just as Tangerines grow into trees, which in turn bear fruit. Tagline: "because it really is Rocket Science” describes the firm's business model of commercializing the technologies of SRI in a venture consulting model with big business.

WOW was the principal branding consultancy for AtomicTangerine in the launching of a number of new ventures including: Fat Red Couch-Interactive TV, Trigo -ECommerce, IMUNA-Risk Management and Xtona -Internet Security. Atomic Tangerine was acquired by Red Siren in 2001.

MULTIMEDIA STORYBOARD:

“Your company's VALUE is no longer simply a function of scarcity. The future is about ideas and growth. So how do you transition from business as usual to this new model?

Atomic Tangerine, we received the first e-mail ever sent, our information security defends the world's top secrets ...and we perfected high speed speech recognition. We are ATOMIC TANGERINE, because the transformation of your business requires Rocket Science.

Atomic Tangerine has the Tools, Technology and Processes to build new businesses. -Talk about a legacy of momentous change, we invented the mouse -imagine what we could invent for you. Because it really is rocket science.

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MULTIMEDIA: Screen shots from a live multimedia presentation launching HP’s suite of internet solutions.

Complex ideas were condensed into bold key messages and delivered to the worldwide media on a 40 foot screen.

The launch materials were compiled into the volume seen at bottom left.

HP Domain was the introduction of Hewlett Packard’s first integrated platform for e-commerce.

WOW was brought in by HP’s Public Relations firm, Porter Novelli. Several larger agencies had passed on the project, as the deadline was near impossible. The launch was completed from conceptual strategy to print collateral in less than 3 months. The project including multimedia presentations, brochures and a launch event that included a pavilion of custom demo stations that showcased exhibits for each of HPs strategic partners.

The technologies behind the offering were complex and technical and there were several corporate divisions involved, each requiring buy-in. We worked with HP’s managers to create impactful and unique visual analo-gies for each key message to present the value:

1. Integrated Hardware Platforms -rugby2. Predictable QOS -sunrise3. Personalized Solutions -child’s eye

We designed exhibits for each of HPs key partners:


Altamira Composer was the first advanced image editing software to use alpha channels –an algorithm that allows transparency in bitmap files. Altamira was founded by the legendary computer graphics guru, Dr. Alvy Ray Smith (Pixar, Xerox PARC, LucasFilm). The Altamira brand was designed in the likeness of drawings found in the caves of Altamira, which are thought to be the oldest known painted images, including 14,000 year old images of Bison. WOW principals were responsible for all aspects of the branding and marketing, including design and production of product packaging, corporate identity, tradeshow exhibits and promotions.

PRODUCT BROCHURE: showed how an object could be edited independently of its background -a completely new idea at the time.

LIBRARY OF IMAGES: with live alpha channels was created to add value to the product offering. Because no other software could understand transparency at the time -the images of mostly objects were offered as a sort of promotional freeware for graphics professionals.

CORPORATE IDENTITY: This business card shows how corporate identity, product identity and promotion were designed to build the brand on many visual levels

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Teledyne Laars has been a major player in water heaters for pools and spas, but found increas-ingly cheaper products eroding their position in the market. The strategy was to add value though the acquisition and brand assimilation of companies with high quality products that would compliment the heaters. This way contractors knew everything would work together and was backed up by a strong warranty. In consolidating products under one brand there is the existing equity of the acquired brands to consider and how to effectively make a transition.

We helped Teledyne Laars to build their brand by focussing on the value to the customer. In every image, we made the water look absolutely magic, and always cross-sold the line while down-playing existing product brands. The campaign was a remarkable success, over two years, revenues were nearly doubled for the division.

ICON: We developed a simple yet effective personality for delivering value to the warranty information -a significant differentiator for Teledyne Laars.

TRADE JOURNAL ADSTo the fragmented pool and spa contractor, this must have seemed like a dream come true -one company supplying a complete solution, with multiple price tiers for key components, all backed up by five year warranties.

Tabloid size, double page spread ads allowed us to focus on the value and build the Teledyne brand. Notice the product categories represented by ovals at the bottom of the page

A typical product brochure, detailing the co-branding and focus on the experience for the customer.

This is the back cover of a Spanish language product brochure. We developed a consistent cross-sell of the complete product line on all literature.

Increasing the brand value of hot water...

TOP LEVEL MESSAGING

ADVERTISING

COLLATERAL


There comes a time in every component manufacturer’s life-cycle when the viability of a value-added co-branding strategy must be considered. The possibilities for creating “pull” or end user demand can be very rewarding. If you don’t believe it, ask anyone at Intel or Dolby.

OCLI - a $500million manufacturer of optical components, had been delivering high performance parts to the display industry for years when we made the suggestion of building a brand. In a matter of months, we had developed the trade-journal ads that you see below, and backed them up with white papers from eminent scientists and eventually feature articles in major trade journals.

Ultimately, getting the brand onto products proved more difficult. At first it was on the box, then a removable sticker. The real estate on some models of laptops is limited, but most types of displays were virgin territory for a brand label. The net result was greater strength of price-point reinforced by a perception of higher value. In 2000, OCLI was acquired by JDS Uniphase.

TRADE AD: If there were a formula to gaining respect in the international market for components it might be this: Create a first class statement with a simple message that is not a major time commitment to read, repeat often.

TRADE AD: “The Italian policeman” was an ad that when displayed in full page tabloid size really found some attention. This ad was directed specifically at Projection Television makers. The caption reads “you don’t look so good..”

Componential brand valueBRAND IMAGE

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OCLI ASIA was largely a joint venture in marketing. This brochure is a tour of the capabilities and facilities of OCLI’s multinational joint venture in optical component sales, design and manufacture.

Each spread focuses on an industry, which has a focus on a core technology, a key application and an important component. The brand value is summarized in the headline and text is delivered in both English and Japanese.

The value of the two companies together presented a stronger proposition in Asian markets than either entity had on its own. OCLI was acquired by JDS Uniphase.

Consolidated brand value

Liberty School package Really a very bold new product launch. Caymus chose to introduce one of the first Chilean wines to be introduced to the American market. This a very bold new package that was used in the second year of production.

First Wine in a Box Giumarra Vineyards launched the first wine-in-a-box. Classic style with bold use of photography. The product design was a fast- rising national success.

Packaged Goods: Partners in the WOW have broad ranging experience with products in almost every category of the supermarket. Design and marketing experience includes primary brand development for Clorox, Kingsford Charcoal, Hills Brothers / MJB, Lucky Stores, Safeway, Fleming Foods etc. Encompasses over 300 products.

Crystal Geyser Alpine Spring Water Using Evian as the product that defined the market for still water, this company made a big bet on creating an American product. This product package was and is a huge success. The design’s mountain theme has a great deal of integrity, as Crystal Geyser built major facilities at mountain springs across the country. This product is a national leader in bottled water, despite relentless competition.

Sports Illustrated on CD-ROM Developed for StarPress International

along with four other titles at the beginning of the interactive revolu-

tion that was taking place in the early 1990’s. Included all product launch

support and promotion.

The first wine cooler Invented by a couple of entre-preneurial students, who were making Sangria in

their dorm room bathtub. Significantly created a new category of wine beverages. Originally launched as

Monterrey Cooler. Package show is the tropical flavor of California Cooler, introduced in 1985

Consumer Branding Experience


WildOutWest has been developing company store sites for a broad variety of companies. These sites primarily feature promotional merchandise that companies use to promote their brands. Our web development team puts these sites together in approximately a three to four week period and offer complete turnkey web-based fulfillment. In addition to building the site, WOW typically installs an easy to use administrative interface that allows staff at our clients offices to manage the stores, monitor inventory and update items.

Brown Forman -Bonterre Wines, company store Evolve, company store

Brown Forman - Jekel Vineyards, company store Hitatchi worldwide company store

ESignal company store Informatica company store

Web-based fulfillment, company stores


Love to Eat? -This approach will get attentionIt is the anti-formula way that the navigational menus are disarmingly irreverent that makes it at once fun and inviting. You don’t get the idea that this is going to be the same “shovel ware”

Can be followed with any number of images on subsequent pages and new home pages -each showing people passionately enjoying themselves.

Atmosphere, with a fun slantSame hook as the previous idea, this time the emphasis is on Atmosphere. This concept is very close to the perceived image of Piatti and is a strong fit with the brand personality.

Again, the “what to do when...” will drive interest more than a basic menu driven site.

Appetite appeal with a fun slantReal good food, and a relaxed atmosphere.

This message is delivered by way of discovery -using humorous anecdotes about various potential scenarios for going to the restaurant.

The idea is: a) to get people to discover what Piatti is about. b) to be amusing enough to get noticed/ talked about.

Elegant / EfficientThis is a good example of a well rounded communications strategy. Branding-Food-Atmosphere-Message. The focus is on the efficiency of the web, and driving people towards the offerings that are unique to the site.

This site makes choosing Piatti easier.Non-chain approach to the copy. Images could be of locations -but should definitely include people.

The branding process on the web -four early concepts for Piatti restaurants, a Californian institution


Our work for this early stage company highlights our effective proof-of-concept modeling. A group of senior executives from the Private Banking and Trust industries set out to provide a complete set of Internet based applications to help banks and other financial institutions to service and support high net worth clients with wealth management and wealth preservation solutions. In essence, the value proposition is in simplify-ing, systematizing and "paving" the road to digital integration. The first product offering was a virtual trust department, allowing smaller financial institutions to offer their customers trust services, with the help of PavedRoad systems.

This highly compelling working model of the business plan gave the founders the tools to persuade remote investors, strategic partners, prospective board members, advisors and employees.

This is the first page of a dynamic flash based demonstration of PavedRoad’s offering. The high level messaging we developed included the tag line ‘ the road to digital integration is Paved’ -once again this shows how WOW works to develop brands that break through.

it should be mentioned that in banking, this approach is considered radical.

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Connecting Ideas with AudiencesSecrets to Effective Internet Marketing

®

Connecting Ideas with Audiences SECRETS TO EFFECTIVE INTERNET MARKETING 02.26.09 page 2

Internet Channel Marketing ....................................page 3Growth of Community ............................................page 4Effective Search ......................................................page 5Seven ways to Virality .............................................page 6News and Events .....................................................page 7Internet community: conferences .........................page 8Partnerships / Channel marketing ..........................page 9 Site UI optimization .................................................page 10 Actionable Metrics ...................................................page 11 Widget / Applets ......................................................page 12Viral Content ............................................................page 13Perfecting the engines of retention ........................page 14 Revenues and customer life cycle ..........................page 15Contact ......................................................................page 16

The first secret, is that you have to give your audience the microphone

index

Viral ContentCool, interesting and valuable Applications on other communitiesWidgets / embedsViral ContentBlogsMobile messagesPodcasts, RSS, TwitterReferrals

Opportunity: Build faster and cheaper by creating communications that have a reason to be disseminated and duplicated.

PartnershipsCreate partnerships where the customer gains greater value at both sites, and where the fit is a natural non-competitive balance

News and EventsUnique messages, events directed by

specialists with connections and deep understanding of the product and media.

Beyond SearchSEO, SEM, Domains, Campaigns

Opportunity: Gain organic position, pay only for the right customer impressions and clicks

RetentionSite and content

FeaturesEvents

BlogsNews, RSS

Opportunity: Build relevant audience by converting passive users to active users and focus on the needs

of best performing customers

RewardsCreate and manage status and evangelism rewards programs

CommunicationRelevant communication that relates to a value for the recipient rather than noise.Community newsPlanned featuresStatus e-mailsDirect Mail and Promotion

COMMUNITYWEB FRANCHISE

ACTIVE USERS

EVANGELISTS

Viral growth factor

equals exponential user growth>1

Next, understand the Landscape


Community DevelopmentCommunity is fueled by a few fundamental factors: Entertainment, Belonging, Value, Participation and Ownership - we build on those fundamentals. Finding a successful formula that achieves sustainable growth is key to everything. Once that’s working, we continue perfecting the engine of adoption, then get to work on optimizing revenues and on the customer life cycle.


Effective Search1. Dynamic site and search optimization.3. Active management of sponsored campaigns.4. Development of systems and processes to expand

scope of search results based on actionable metrics, community development results and revenues.

5. Using viral content to enhance search results.6. Build new audiences, expanding reach with relevance.7. Explore models for sub-sites, feeder sites and

secondary communities where necessary or possible.


waysto go viral

1. Communication Messaging within communities and networks has driven virality for companies like Skype, Facebook, MySpace, and even Fax machines. Since you can’t communicate with others who have the tool until you get it, communication works to drive virality where the medium requires some sort of membership.

2. Invitations Make it easy for users to invite all their friends. Give the membership reasons to send messages to friends for something other than invitations to join. Possibly even make it hard for them not to. Email, IM, VM and community apps.

5. UGC User generated content can result in high levels of traffic and drives results in organic search. YouTube, Wikipedia and Yelp are probably the best examples of this.

6. Emotional Connections Countless Facebook and OpenSocial applications have taken advantage of surveys, comparisons and other fun games designed to drive virality. Big growth can be realized from getting users to input some data and gave them information about themselves (whether it be an IQ test, which sort of Superhero you are, or contact info on old friends).

7. Paid There have been several businesses that successfully grew by paying both new and inviting users. The economics can make this more difficult for media models than commerce models. However, it can drive a lot of new adoption and did for AllAdvantage and Paypal.

4. Platforms Consider Ebay: perhaps the best example of a strong franchise where use of a platform drives further adoption in a virtuous cycle. Get your users to do something that involves others in a way that engages them to use the platform. Then get them involved in building the community.

3. Widgets Reid Hoffman refers to this as “invading a community”. Rockyou, Slide, Photobucket and a host of others have done a great job here. Increased penetration in an existing community makes it more likely that a new user will see one of your widgets and want to get something similar. Increasing returns to scale means that the big get bigger faster. The challenge here is in effectively seeding distribution of widgets amongst opinion leaders and early adopters etc.

7


News and Events1. Pre-seed credibility with coverage by leading tech press.2. Create pre-launch buzz. 3. Get reviews by early adopters and key influencers.4. Blogger sites, both grass roots consumer and broadly

relevant industry opinion makers.5. Create links from stories and discussion groups from

media to build on search results.6. Build worldwide audience numbers through influencers.7. Find a voice with consumer-oriented mainstream media.8. Founder interviews build credibility and funding options.


ConferencesConferences build credibility, extend a network of contacts for partnerships and associations and set the stage for funding options.

We help prioritize and plan conference attendance. In addition to technology conferences, we would add a mix of more specifically relevant venues. It is possible to attend and present and/ or exhibit. We can help plan those decisions. The best way to attend one of these conferences is as a guest speaker. We have people that can effectively guide you through a conferences and even attend with you, making sure you get to connect with the right people.


PartnershipsWith hundreds of potential partners on the web, effective channel marketing is based on building deep symbiotic relationships with the right partners. To be effective, this effort must go deeper than simply trading eyeballs and registered users:

• Match channels to revenue potential • Prioritize and define: users, channels and costs• Low hanging fruit • Partnership landing pages


Site OptimizationWe can evaluate and optimize User Interfaces forusability, revenues and conversion objectives.

• Increase registrations.• Optimize flow.• Prioritize productive activities by users.• Achieve SEO goals.• Optimize site based on actionable metrics.• Perfect the elements that are driving adoption.


Actionable MetricsMeasure what’s important and measure it in a way that is usable: • Hypothesise customer life cycle• Test, measure iterate and improve• Target conversion metrics that are actionable

METRIC Conv. % Est.Value

Site Visits 100% $0.01Not Abandon 70% $0.05

Successful 1st 30% $0.25Viral Activity 5% $2.50

Refer 1+ users 3% $2.00Refer 10+ 0.2% $15.00

Minimum 2% $5.00Break Even 1% $30.00

Acquisitions

Retention

Referral

Revenue


WidgetsThe right widget strategy, effectively implementedcan drive an entire business model (eg. Slide.com)

• Create widgets that are fun, useful, vital and cool.• Develop, test and refine UI’s as you would a site.• Seed distribution channels with user Blogs.• Use your registered users to drive deeper adoption. • Distribute via partner communities.


Viral ContentDevelopment of content and distribution strategies to effectively get content out into the world.

YouTube / video sharingPodCasts and other RSS contentBlog PostsTwitter

you HAVE to see this !


Retention: How do users come back?

Without effective retention and devices to excite users, growth may be exponentially slower than possible.

• Carefully planned and managed automation e-mails.• Planned events, changes, updates and news. • Merchandising and sales messages worked into

real value for customer.• RSS/ News feeds tied to updates on site.• Track impressions and CTR on Widgets.• Incentivised and paid referral programs.


RevenuesMemberships / Merchandise and Support• Systematize tracking of profitability of revenue streams to

prioritize resources and UIs.• Partnerships and revenue share deals.• Price point analysis and optimization.

Advertising / Sponsors• Explore ways to improve value to advertisers.• Sponsored content/ applications/ widgets and sub-sites.• Incentivise promotion of advertisers where it develops traffic.

Direct Sales• Develop credible sales platforms that motivate with interaction.• Sell by not really selling hard, but connecting emotionally

Don’t sell harder - Market smarter Don’t spend more - Get more for less

Smart, well positioned, original internet based campaigns can ignite the interest of huge audiences that can be sustained to effectively build brand and sales.

We’re your partner to get it done, creatively.

Contact: David Shantz 415.455.0995 ext. 4011800 Washington Street, San Francisco, CA 94109 www.wildoutwest.com

INTEGRATED STRATEGIC MARKETINGNAMING, BRANDING AND POSITIONINGWEB AND APPLICATION DEVELOPMENT


THE NEW SALES DRIVE If making phone calls really, actually works for you, then I suppose you should make more of them.

But most of the time, as I explain in ‘Guerilla Marketing for Hi-Tech Sales People,’ the phone calls aren’t really working that well in the first place. Doing more of what already isn’t working is just dumb. Plus, unsolicited phone calls just annoy people.

Today when you hear a motivational speaker getting sales people all revved up to go make phone calls and endure rejection, picture this in your mind: 1000 soldiers with sticks and rocks in hand charge valiantly onto a battlefield, where they are cut down with machine guns, tanks and artillery fire - dying in droves.

Actually a tiny handful of extraordinary, talented warriors will survive by strength, testosterone and wit. But the odds are heavily tilted against them. Only the very, very best even survive, much less prosper.

If your only weapon in sales is your telephone and your ability to withstand rejection, you’re fighting tanks with sticks. And as the 21st century unfolds, the problem’s going to get worse, not better.

Think about this: about 30 years ago, factory workers began to be displaced by machines and cheap foreign labor. The worker cost $12 per hour but the robot only cost $2.50 per hour.

Anyone willing to work for $2.50 per hour? Lots of sales people are doing just that. Today, sales people are being displaced by websites and media. Imagine for a moment that you were a door to door book salesman today (they were quite common 100 years ago) -- how would you ever compete with Amazon, or a bookstorelike Borders or Barnes & Noble?

Impossible. You’d starve to death. And you couldn’t possibly provide your customers a similar level of service or selection.

A person selling books door to door is only slightly different from somebody who sells insurance or telecommunications or any number of other products and services today.

But here’s the TRUTH: IF you carve out a niche for yourself and IF you use automated tools like your website and direct mail, you CAN increase the efficiency of your business and you CAN compete. And you won’t antagonize your customers in the process and you won’t need those big doses of motivation.

Listen up: You MUST carve out a niche and you MUST use your communication tools shrewdly.

Most companies don’t. Most websites are designed with no particular singular purpose in mind. Most companies don’t have any idea how to create a direct mail piece that makes the phone ring. (That’s why they think direct mail doesn’t work.)

BOTTOM LINE: 1) You MUST have marketing tools that do the grunt work for you. 2) You must tweak those tools until they’re effective.

Its a new world, with many changes. Often you’ll try something and it doesn’t work the first time. But... the good news is, once it works, it will usually work for YEARS.

Let’s talk about creating systems that once in place can start to grow sales effectively. It is possible to distribute information that influences sales in a way that is helpful to your customers.We can help you do it.