Wow Introduction

CREATING BRAND VALUE

BRAND VALUE PROFILES STRATEGY SERVICES

®

What We Do
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 Strategy
Competitive analysis
Value proposition development
Brand relationship management
Brand alliance architectures
Key messages -taglines and value propositions

Brand Development
Brand naming (domain and trademark)
Product naming and trademarks
Visual brand identity
Audio and web branding
Corporate identity

Communications
Marketing support and sales collateral
Promotional (internet and direct response)
Development and execution of advertising

Proof-of-Concept
Working models of early stage initiatives
Market viability and cost studies
Customer preference research
Technical due diligence

Interactive
Web development
User interface design (applications)
Multimedia

Sales Engineering
Market definition / redirection
Top level message development
Sales force training
Sales intranet development

®

New Ventures
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

®

What makes a strong name?
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.

© 2008 WildOutWest, LLC All Rights Reserved

®

Brand Image Development
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.

Genius from Mars


managing online market liquidity

™

Risk Management for e-business

“You’re nobody till somebody
loves you” Dean Martin

BRAND RELATIONSHIPS

Winning hearts and minds through valued
brand relationships
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.

1
© 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.

BRAND RELATIONSHIP SCALE
A 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
Love/Blind Faith Never let them down
7.0

Evangelism Increase the personalization and interaction
6.0

Preferred Consistently deliver beyond expectations
5.0

Valued Consistently deliver -Special treatment
4.0

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

Skepticism Communicate value and answer questions
2.0

Noticed Communicate! What is your value?
1.0

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

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

Distrusted Communicate; What’s changed?
-2.0

Hated / Despised Defuse the problem
-3.0

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.

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.

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 and
market. Among the methods we employ are visual/brand audits, management and
employee 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 MESSAGES
Our work on key messages centers around finding the “buttons” or motivational
factors that relate to each level in the relationship:

Exclusive Club / Benefits

SALES / SERVICE
7.0 Love/ Blind Faith

BRAND IMAGE BUILDING
Referral Viral Marketing
6.0 Evangelism
Programs

PUBLIC RELATIONS
Programs
5.0 Preferred very special treatment

BIG SERVICE
4.0 Valued
Do something for me Value Exchange
MARKETING
ADVERTISING

DIFFERENTIATION
DIRECT

3.0 Known
Why are you better

COMMON OBJECTIONS
2.0 Skepticism overcome objections -answer questions

VALUE PROPOSITION
1.0 Noticed
Who are you / What do you do

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


NAME/ BRAND / TRADEMARKS
WEB APPLICATION DEVELOPMENT
ANGEL FUNDING / CAPITALIZATION
MARKETING
MANAGEMENT

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

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

BRAND IMAGE
PACKAGE DESIGN
ADVERTISING
FUNDING

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 and
owns a stake in that brand.

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

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.

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.

nagement
ction Ma
AP Transa supply
l
the financia
optimizing ROI
h proven
chain wit

We are delivering on the promise of accelerated efficiency, visibility
PRODUCT BROCHURES: Product lines from the two companies were integrated to present and accuracy in the financial supply chain. The quick explaination for

a unified corporate identity. Complex value propositions needed to match up with integrity. how we are achieving this is simply teamwork and technology.
Velosant automates complex financial processes for automate AP, AR and Tax Management functions. We
companies worldwide. We streamline complex financial increase collaboration between companies and their vendors.
supply chain processes, resulting in better cash visibility, Most importantly, we accelerate financial benefits to a
greater operating efficiency and reduced risk and liability. We company’s bottom line.

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

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.

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).

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

Speed through checkout with your
payment enabled savings card

Simply the Fastest way to Save
- Save all year round !
- You always get the best prices
- No Charges or Costs Offer the convenience of secure
- Connect your choice of accounts payments while reducing transaction costs
- Speed through checkout in one-step

Quick&Easy QUESTIONS?
JOIN NOW CLICK
• What information do I need to enroll?
HERE
Offering Payments ..................... Page 2
• How do payments work?
Security Standards
......................... Page 3
• How do know this is secure? Usage Guidelines (plastics).........Page 4
• Privacy Policy Usage Guidelines (web/POS).......Page 5
Text Usage and Approval ............Page 6

®

WEB: Online enrollment was a very attractive solution from the start.
Early adopters would be the first to try something new online. WOW BROCHURE: Working with retailers to develop unique effective
designed the enrollment interfaces. We built and tested the prototypes enrollment programs began with this brochure, detailing
for online payment enrollment.. strategies and solutions.
These screens detail the simple, informative interfaces.

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

>> 2 >>
1 3 Simply the Fastest way to Save
JOIN OPTIONS SAVE

Join the Express Savings Club QUESTIONS?
• What information do I need to join?
FIRST NAME LAST NAME • What is payment linking?
• How do know this is secure?
• What is PassCode?
ADDRESS
• Privacy Policy
Start Saving
CITY STATE ZIP

DRIVE R’S LICENCE *why we need this E-MAIL (see privacy policy)

5 Gift Card
$ 00
Will be sent along with
PLEASE CHOOSE ONE OF THE FOLLOWING:
One-step your new savings card
CHECKING ACCOUNT -Like writing a check, only without the paperwork
secure
checkout DEBIT CARD -Register your debit card here and fly through checkout

INSTORE: Example of a pilot program running in Safeway
CREDIT CARD - Link to any major credit card

Stores. WOW organized, trained and staffed the enrollment
Next
booths through a three month program.
CLICK HERE


Utility vs. Acceptance Brands
PassCode 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.

Payment Powered by

1234 5678 4567 0005
www.passcode.com

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

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.


NAME
BRAND IMAGE
CORPORATE IDENTITY
WEBSITE
PRODUCT INTERFACE

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.

About Morphic Change Experience Technology People Contact

thrive in a changing environment

SURVIVAL instinct
thriving 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 >>>

insights featured project manage work
When creativity and experience are IBM retains Morphic to technologies that facilitate change
leveraged to deliver results... relaunch a major simply by enhancing visibility
insightful enterprise application RANK YOUR ABILITY TO CHANGE...

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


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.

877 morphic -o
321 High School Road NE #316 www.morphic.com
206 780 3400 -f
Bainbridge Island, WA 98110 A Zocher Management Company


321 High
School Roa
d NE #31
Bainbridge 6 www.morphi
Island, WA
c.co
98110 m

thrive in a
changing
environmen
t

pany
ent Com
Managem
A Zocher

321 Hig
h School
Road NE
Bainbridg #316
e Island,
WA 98110

thrive in
a changi
ng environ
ment

Marc Zocher, PMP
President, CEO
1 . 877.morphic ext. 801
206.550.8119 cell


321 High School Road NE #316 www.morphic.com
Bainbridge Island, WA 98110 marc@morphic.com
ing environment
thrive in a chang

m
orphic.co
www.m


POSITIONING
BRAND IMAGE
CORPORATE IDENTITY
WEBSITE
CAPABILITIES BROCHURE

A leading provider of due diligence for the sale and securitization of real estate Paul F. Boh
an
Chief Exec
transactions. The brand image of intersecting geometry defines the essence of utive Offic
er
The Boha
the company’s value proposition: accurate analysis, clearly presented. WOW n Group, In
c
703 Marke
t Street, Su
has participated in the company’s growth from a two man consultancy to what is ite 800
San Francis
co, CA 94
103
www.boha
now many hundreds of employees –with the brandmark now adorning several ngroup.co
m

significant buildings in New York, San Francisco and Irvine. pbohan@
bohangro
up.com
415-433-51
11 ext 109
415-433-47
20 fax

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.

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


Product branding

ENTERPRISE Tools that define value and uncover risk.

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

PRODUCT BRANDING: The Bohan Group brand architecture extends resources, coverage and experience, combined with our leadership in technology deliver real answers to
our clients with speed and efficiency. At the core of Bohan’s services is BRAIN, an innovative and easy to use

to several products that have become synonymous with effective due underwriting and auditing system. Contact us or visit the web at www.bohangroup.com.

diligence on Wall Street and the banking world.
enterprise auditing quality control reviews web based auditing engine predatory lending screening

Residential Due Diligence

Compliance Reviews

Predatory Lending Audits

Software Licensing

Quality Control Reviews

Valuation Management Services

Warehouse Audits

enterprise auditing
Fulfillment Center

San Francisco 415-433-5111 New York 212-201-7360 Irvine 949-851-3111 Consulting Services

TRADE JOURNAL: Provocative imagery. Figure in a dark business suit calmly
analyzing danger. Product oriented, and focussed on value proposition.
web based auditing engine quality control reviews

Corporate identity

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.


NAME
BRAND IMAGE
TOP LEVEL MESSAGING
CORPORATE IDENTITY
WEB PRESENCE

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.

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.


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.

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.

m
www.encorus.co

Power to Purchase
Mobilizing the

Stuttgart, Germany
straße 3, 70565
gies, Industrie
Encorus Technolo

Encorus Technologies www.encorus.com
Industriestraße 3
70565 Stuttgart, Germany

www.encorus.com

Encorus Technologies
www.encorus.com
Industriestraße 3
+49 711-788-44-0 tel
70565 Stuttgart, Germany
+49 711-788-44-777 fax


NAME
BRAND IMAGE
TOP LEVEL MESSAGING
CORPORATE IDENTITY
WEB PRESENCE
MARKETING

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.

BUSINESS CARDS: An emphasis on visual continuity and a strong reinforcement WEBSITE: Designed to immediately disarm visitors, with a unique layout
of the value proposition are hallmarks of our approach to design. featuring a flash animation in the central blue area.

PRESENTATION FOLDER: Notice LETTERHEAD AND ENVELOPE:
the blue cut-away tab at the top Simple components of the business
right of this presentation folder. It system, the value proposition is
served to draw attention into the again restated on the flap of the
otherwise simple 2 color folder. 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

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.

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.

BRAND IMAGE
TOP LEVEL MESSAGING
CORPORATE IDENTITY
WEB PRESENCE

productive ideas...Applied
A 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.

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.

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


INTERACTIVE DEMO STORY BOARD

Applied PrintFlow
Interactive 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

30-40 secs
10-16 secs

50-57 secs
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NAME
BRAND IMAGE
TOP LEVEL MESSAGING
CORPORATE IDENTITY
WEB PRESENCE

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.


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

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.


NAME
BRAND IMAGE
TOP LEVEL MESSAGING
CORPORATE IDENTITY
WEB PRESENCE

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: quot;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.


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 -rugby
2. Predictable QOS -sunrise
3. Personalized Solutions -child’s eye

We designed exhibits for each of HPs key partners:


NAME
BRAND IMAGE
TOP LEVEL MESSAGING
CORPORATE IDENTITY
MARKETING

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.

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

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.


TOP LEVEL MESSAGING
ADVERTISING
COLLATERAL

Increasing the brand value of hot water...
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.

TRADE JOURNAL ADS
To 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 This is the back cover of a Spanish language
the co-branding and focus on the product brochure. We developed a consistent
ICON: We developed a simple yet effective personality for
experience for the customer. cross-sell of the complete product line on all
delivering value to the warranty information -a significant
literature.
differentiator for Teledyne Laars.


BRAND IMAGE

Componential brand value
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
TRADE AD: “The Italian policeman” was an ad that when displayed in full page
market for components it might be this: Create a first class statement with a
tabloid size really found some attention. This ad was directed specifically at
simple message that is not a major time commitment to read, repeat often.
Projection Television makers. The caption reads “you don’t look so good..”


Consolidated brand value
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.


Consumer Branding Experience

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

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.

Web-based fulfillment, company stores
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


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

Elegant / Efficient
This 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.

Appetite appeal with a fun slant
Real 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.

Atmosphere, with a fun slant
Same 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.

Love to Eat? -This approach will get attention
It 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.


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