Building Technobrands

Humanology

Allen Kay/Iconic Branding

___________________________________________________________________________________

“Technologyisn’t about bits

and bytes. It’s about getting

home in timeto have pizza

with your kids.”DAVE LIDDLE

XEROX PALO ALTO RESEARCH CENTER1976

Technologyadvertisingis as cold

as ice.What it needsis a sense of

human.ALLEN KAY

NEEDHAM, HARPER & STEERS1972

Branding aninternet consultant.

“I was up all night reading about the heart,and I think I have a handle on it.”

Branding awebsite and an app.

Brandinga broadbander.

Brandingperimeter security.

Brandinga stock symbol.

Branding a book...

and a conference.

Brandinga marketplace.

Branding a newcompany.

FINANCIAL TRADE

Branding their new business product.

Branding their new consumer product.

Abrand repositioning

an industry.

STRATEGIC

“Best read ad ofthe year.”

FORTUNE MAGAZINE

Not a bad read either.

Tactical

Differentiatinga brand.

HIGH CONCEPT: YELLOW ANTENNA

Creating aningredient brand.

HIGH CONCEPT: FROM HANDSET TO ADDED OEM VALUE.

Branding an industry.

HorizontalBest read advertising

5 years in a row.

FORTUNE MAGAZINE

INTRODUCING THE PORTABLE COPIER

FROMXEROX

I ,tllll� .11 ,, ,1'"lu·1\·" nm1111�- .iL"' I

'-"''"°h.,1, 11w,h,M� , .. Uni 1111,

\hul1.1mlf'l111,

f.

• 11,n1,A, , ,,, .. ,•,•I 1111.-11

r11u li"'4\,1Ud ,1111111 • ..., �l11 .. d11 I .1" ll.p,1101� lll••u·1,,

........ ,,,u1T,11.h.Jn,l1•1,-r•,•vl,

('°"f" \u1•UTJITll1!1'1u•p, '!11111

��t,111111l111,l11ki.t•

1111 x,-,H ,i1"r•t;1\,t.. ,,.,,i.,. 1111. ,,m ,,.,.,hu-t.

'li'•"thJ.IU•lllllllilllJf,11 Ul,J 111!,l. 11..•p11 ... rt lloll l,11 111.1l..1,,c..J..

XEROX

You know who we mean. The one that sells the most typewriters. The fact is, our new typewriters simply outclass theirs. You see, not only can secretaries use the Xerox 610 Memory­

writer just like the simple electric they're used to. But it also comes with a memory that saves them an incredible amount of time and trouble.

It handles margins, tabs, column alignment, indents, centering and underlining with unbelievable ease.

And can automatically erase what's been typed. Not just char­acter by character, but entire lines at a single touch.

It lets you use three different type sizes and proportional spac­ing. All on one machine.

And the 610 Memorywriter remembers about 30% more characters than you-know-who's comparably priced model.

That's 30% more addresses, dates, names, phrases or entire paragraphs that your secretary doesn't have to keep retyping.

What's more, with any of the Xerox Memory writers, you 'II be able to add as much memory as you need. As you need it. With­out changing machines.

So when you need a new typewriter, don' t settle for an ordi­nary electric.

Especially when you can get your hands on a Xerox Memorywriter.

The typewriter that'll make you forget everyone else's. For inbrnadon,call 800-648-5888,operaror 668,your

1ocal Xerox office,ormall in the coupon below ---------------------------------------

0 Please have a sales representative contact me. D I'd like to see a demonstration. D Please send me more information about your new Memorywriters.

Mail to: Xerox Corporation, Box 24, Rochester, N.Y. 14601. Name __________ Title _________ _ Company Address _________ City _________ _ State ___________ Zip ___ Phone ____ _

XEROX

Vertical

Corporate

Personificationof a brand.

“It's a miracle!"

Coincidentally.

allenSkay.com

Iconic BrandingAllen Kay, CEO 917-699-2602 a llen@allenSkay.com