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Branding a High Tech Product
to a Consumer Business-to-Business Audience |
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 The product line
we were branding in this instance was a line of Class D
Amplifier integrated circuits. The target audience was
audio equipment manufacturers requiring significant output power
with low operating power and temperature. It was agreed
that to effectively market the family of products into the
target market, a brand needed to be developed for ease of
identification and for possible B:C branding opportunities . |
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Audio Product Line Branding Program
- coolaudioTM |
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The Brand Name and The Logo* |
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The CoolAudioTM
name and logo were designed to convey two messages about
the products: first and foremost, they were circuits for
the audio market which delivered high power output with
low power consumption and, secondly, they were cool
products used by cool people in cool applications. |
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The Mascot - John Lee
Rockhopper |
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An key product
branding element was John Lee RockhopperTM
- a rockin' rockhopper penguin. John Lee was the
perfect spokesperson for the Cool Audio product line with
his rock star "hair", sunglasses tied to the log and, of
course, the "rock" reference in his name.
John Lee had his own website and appeared
in many promotions for the product line. |
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The Cool Audio Campaign |
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The CoolAudioTM
campaign focused on the Consumer Electronics Show in Las
Vegas to meet one-on-one with key target market
decision-makers. To get their attention, we tapped into
the audio positioning by creating a direct mail program
with rock concert excitement.
The
result: completely filled schedule with the top
people in the audio field. |
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The
Collateral |
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The
Invitation |
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The Response |
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The product brochure had an
exciting feel, showing the products, specs, evaluation boards
and applications. |
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The invitation to our CES
meetings took the form of a concert handbill with details of the
products, meeting place, dates and methods of setting an
appointment. |
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The
response piece was a ticket to their event with their meeting
date and time on it. We also included a full size poster
version of the handbill. |
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* The coolaudio name and logo are
now the trademarks and property of COOLAUDIO International
Limited (http://www.coolaudio.com). All involvement I
have had with this brand occurred when the brand was the
property of Harris Corporation. |
