2. Addison Whitney®
Because a great brand is essential in a competitive marketplace.
Because every great brand begins with a unique premise.
Because your brand must be part of your total strategy.
Because no two companies are alike.
In today’s increasingly competitive marketplace, your brand has to
break through the clutter. It has to fully reflect the positioning of your
company, product, or entire product line. It must reinforce your
strategic plan.
At Addison Whitney, we specialize in creating such brands, but we don’t
do it alone. We firmly believe powerful branding takes partnership with
you, which is why we cultivate productive relationships with clients.
Working together, we repeatedly craft world-class brands that have
immediate impact and long-term staying power.
Focus. Specialization. Branding expertise.
True expertise starts with specialization. That’s been our focus since
1991. Branding is our only job. We develop brand strategies carried out
through verbal and visual branding that make sense for the future.
We deliver brands that are validated by market research – brands that
both your organization and your outside advertising and marketing
specialists can successfully apply.
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3. Count on our total commitment to branding you.
First, we make sure we know your organization – your goals, your
strategic position, and your corporate culture. Our experience in a
variety of industries proves over and over again that for your brand
to be truly powerful, it must be uniquely yours.
Your brand must work as an inherent component of your marketing
plans and strategies. It must communicate an idea and convey
emotional relevance. It must provide value for your organization.
To develop such a brand, we must work as a functional part of your
unique organization, making the process of brand development efficient
and effective. It takes this commitment for us to produce brands that
repeatedly deliver success.
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4. Sun Microsystems
Sun Microsystems Put strength behind
your brand.
After reinventing itself as a centralized,
solutions-focused organization, Sun A strong strategy produces a brand
needed to apply the new business that can endure market swings and
strategy to its brand portfolio. Addison industry slumps. It distinguishes you
Whitney positioned Sun as a master from competitors and clearly conveys
brand over a select portfolio of your message.
sub-brands, prioritized by brand
That’s where the systematic process
equity. Addison Whitney established
and logic-driven creativity of Addison
guidelines to deter brand proliferation
Whitney pay off. We analyze the
while still allowing Sun to trademark
marketplace, your current branding,
its major innovations. and your company. We assess your
brand equity, industry trends,
audiences, and customer perceptions.
We learn your goals and work to align
all elements of the brand with one
another and with the ongoing
corporate vision.
NetBank
NetBank For you, that means every brand is
based on an intelligent, innovative
NetBank engaged Addison Whitney and effective brand strategy that
to determine if the NetBank brand will define and position your brand
for success.
was strong enough to encompass
its subsidiaries. Based on a brand
equity assessment, Addison Whitney
recommended and visually
implemented a master brand strategy
for NetBank to maintain a consistent
brand message across channels and
capitalize on its existing brand equity.
Siemens Power Generation
Siemens Power Generation
Siemens enlisted Addison Whitney to develop
a nomenclature strategy for its line of power
generation products. Siemens acquired
many assets that still bore the names of legacy
companies. After conducting global research
with target customers, Addison Whitney
established Siemens as a global master brand,
developing an intuitive alphanumeric naming
system to unify the portfolio.
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5. Transamerica Reinsurance
Transamerica Reinsurance
Transamerica provides life, annuity, accident and health reinsurance to financial
services companies in Asia, Latin America, and North America. Transamerica approached
Addison Whitney to create an overall brand message that was credible and compelling,
but flexible enough to be sustainable. It expressed a need to bridge the gap between its
customers’ expectations and their actual experience when working with Transamerica.
Addison Whitney developed a message that speaks to all target audience groups and
addresses their needs and concerns.
Addison Whitney designed a complete presentation system to reinforce the “Knowledge.
Experience. Performance. The Power of Insight.” message and present a consistent look
to the end user.
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6. Microsoft Outlook
Microsoft Outlook Identify. Classify.
Distinguish. Name.
Microsoft approached Addison Whitney to
name its desktop information management Names and taglines articulate the
software. The creative team recommended essence of your brand. They convey
the name Outlook, meaning “a place offering an idea while they evoke an
a view.” This definition is ideal for the software emotional response.
because users view all of the activities in
one window. At Addison Whitney, names and
taglines are born of strategy and bred
of creativity. Our process begins with
a focused analysis of your company,
product or service so that we can
determine the best directions for
creative exploration. Once we define
the creative landscape, we develop
names and taglines that best capture
and express your brand. We also
evaluate them for potential
linguistic pitfalls and assess them
for trademark availability.
Lexapro
Lexapro
Our process is creative, credible
Forest Laboratories requested that and successful. Our deliverable is
Addison Whitney create a brand for its a name or tagline that connects
new treatment for depression. Addison with your audience and effectively
Whitney created the Lexapro brand, communicates your brand’s message.
allowing Forest Laboratories to build
on the established equity of the Celexa
name through the use of the shared
“lexa” stem.
Listerine PocketPaks
Listerine PocketPaks
Pfizer challenged Addison Whitney to create
a brand name for its breakthrough oral
care Listerine strips. The product needed a
name that focused on its portability and
effectiveness for today’s busy lifestyle. The
Listerine PocketPaks name emphasizes the
product’s miniature dispenser as well as
its compactness.
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7. The Power of Integrated Specialization
It takes expertise in four distinct arenas to ensure successful brands. Addison
Whitney brings you all four, and unlike many other firms, combines them into an
integrated team.
Working separately, our Brand Strategy, Verbal Branding, Visual Branding, and
Market Research professionals focus their extensive experience on your project.
These specialized departments then integrate their expertise at key junctures
throughout your project.
The result: maximum value and maximum branding results for you.
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8. Olympus EndoTherapy
Olympus EndoTherapy Create impact you can see.
Olympus enlisted Addison Whitney to The Addison Whitney design team
develop a new graphic identity and brings brands to life. We believe a
tagline for the Olympus EndoTherapy strong visual brand is one that unites
business. Addison Whitney created creative skill with strategic vision,
a new, unified logo and tagline. enabling it to deliver powerful and
“Beyond the Scope” aptly describes sustainable results for today’s
the advanced technology of the competitive landscape. With a
products, while the logo illustrates thorough knowledge of industry
the attributes of the product line: trends, our designers are experts at
innovation, quality and compatibility. translating data-driven research into
effective visual identity solutions that
resonate with target audiences and
help capture valuable market share.
We apply our design experience to
carry your visual message throughout
your entire system, from signage to
Kellogg’s
Kellogg’s
stationery and standards, to packaging
and collateral. The result: a unified
Tiger Power
Tiger Power identity program that conveys
your unique position and appeal
Addison Whitney assisted Kellogg’s in the marketplace.
with the development of the Tiger
Power name, validation research,
and package design. The name,
Tiger Power, speaks to the cereal’s
nutritional benefits and also allows
the brand to incorporate Tony the Tiger
– a powerful endorsement for both
parents and children.
Propex Fabrics
Propex Fabrics
Propex Fabrics, formerly Amoco Fabrics and
Fibers, invited Addison Whitney to develop
its corporate identity, including logo, stationery
system, and standards manual. The logo
features an abstract representation of woven
fabric integrated with the letter “O” to illustrate
a connection to the fabrics industry.
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9. Olive Garden
Olive Garden
Darden Restaurants presented Addison Whitney with the challenge of updating the Olive
Garden corporate image with a warmer, more welcoming feel to complement its popular
“Hospitaliano” restaurant concept. This objective required a visual brand that reflected
the new positioning of an authentic, rustic, family-oriented restaurant. Addison Whitney
tested several icons; however, the warm feel and vibrant colors of the grapes were a
consistent favorite.
The grape design reflects the new wine service and attracts a more sophisticated target
audience while maintaining a fresh, wholesome look that appeals to family-oriented
customers. The distinctive grape icon was implemented on signage, menus, placemats,
take-out items, and promotional materials and serves as a memorable, stand-alone
symbol for the restaurant chain. Addison Whitney also developed and implemented a
corporate standards program to ensure consistent usage of the Olive Garden visual
identity on all marketing collateral such as signage, menus, stationery, packaging,
promotional materials, and clothing.

10. Cypress Semiconductor
Cypress Semiconductor Take the guesswork out
of success.
After conducting extensive research for
Cypress, Addison Whitney recommended a Effective market research drives
new corporate positioning strategy to more and validates your brand decisions
effectively differentiate Cypress from and gives you confidence in your
competitors and capitalize on its existing brand’s power. Our expertise spans
corporate strengths and external perceptions. global markets and includes Internet,
Addison Whitney designed the strategy to telephone, and focus group
methodologies.
evolve as Cypress increasingly delivered on
its new brand promise.
Research, however, is only as good as
survey design, sample selection, and
interpretation. Our clients depend
on Addison Whitney for reliable
testing to introduce, manage and
facilitate brand equity through all
phases of a brand’s life cycle. From
brand positioning, messaging and
architecture to naming, tagline and
design, our testing methodologies
Honda Element
Honda Element repeatedly prove successful.
The result: brand strategies and
Honda chose Addison Whitney to assist identities are validated through
with the product nomenclature for its customized market research
and positioned for success in
new vehicle targeted at young males.
the marketplace.
Addison Whitney developed the brand
name, Element, which focuses on
maximum functionality. In essence,
the brand is always in its own
“element” and fits ideally into the
lifestyle of the young, active audience.
Advair
Advair
GlaxoSmithKline asked Addison
Whitney to conduct the name
validation research for its fluticasone
propionate 100 mcg/salmeterol 50 mcg
inhalation powder. Addison Whitney
surveyed healthcare professionals to
assess the name Advair and several
other candidates for safety concerns
and overall marketing appeal.
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11. Ask our partners Barr Pharmaceuticals
Christian Children’s Fund
Janssen
AmSouth Bank
UPS
TaylorMade
Spalding NACS Hyundai
where brand Cardinal Health Eli Lilly and Co. Lotus Software
Medtronic Dial Novell
building starts. Johnson & Johnson
Radisys
Miller Brewing Co.
ConAgra Foods
Polaroid
Baxter Healthcare
Kimberly-Clark Abbott Laboratories AMD
Join our elite group of branding Peterbilt ITT Infineon
Dr Pepper/Seven Up, Inc. Hobart Goodyear
success stories. Use the power of our Sylvan Learning Center Sigma Alimentos Nabisco
partnership to develop strong brands AstraZeneca XEROX Microsoft
LexisNexis Black & Decker EMC
that continue to gain equity. Neurochem Choice Hotels International Toshiba
Russell Athletic Kendall-Jackson Citizens Bank
Eastman Chemical Company SOLVAY Schering-Plough
Sony General Motors Church & Dwight Co., Inc. Newisys Omnipoint
BF Goodrich Robert Mondavi ShawCor Tetra Pak BD
LSI Logic Dannon MediRisk Whirlpool American Cancer Society
Acxiom Lundbeck Xilinx Motorola Amgen
Food Lion Pactiv RBC Centura RR Donnelley DuPont
Texas Instruments Food Products Association Bank of America Kellogg's Alkermes
GE Hewlett-Packard Olive Garden On the Border Target
LogicVision Lowe’s The Hershey Company Subaru Lucent Technologies
Cominco Fertilizers BankAtlantic Sears LP Cypress Semiconductor
Frito-Lay JPMorgan Chase GTSI Price Pfister Yamaha
Ralston Purina Clariant Adams Golf McNeil Consumer Healthcare Symantec
BP Amoco Renfro Hosiery Mills Co. Rayovac Experian Cognos
Tropicana Darden Restaurants Dow AgroSciences Akzo Nobel Bridgestone Firestone
J.M. Smucker Co. PerkinElmer Playtex Exelon The Coca-Cola Company
BMC Software Shell Chemicals Häagen-Dazs Lockheed Martin Kawasaki
MeadWestcavo Georgia-Pacific Wyndham Hotels & Resorts Ferring Pharmaceuticals Bahama Breeze
W.R. Grace & Co 3Com Raytheon Campbell’s Flagstar Bank
Entergy Brine Circuit City Bristol-Myers Squibb Holiday Inn Worldwide
Bard Medical Signature Homestyles Philip Morris (Altria) Progress Software Indevus Pharmaceuticals
American Express Irving Bible Church HP NOVARTIS Canon
Heidelberg Kraft Foods Qwest OnMobile Bioelectronics
OnStar Affymetrix Siemens Quintiles Transitional TAP Pharmaceutical Products
Cooper Tire & Rubber Co. Skanska Ethicon Suzuki Novo Nordisk
Union Pacific Medarex Global Restaurants StorageTek Accenture
Brach's P&G Banner Pharmacaps Chiquita Maytag
Glen Ellen Aramark Unocal Philips NetBank
Duracell Compaq InKine-Salix MPS Group Sprint
Scott Paper Unisys Panasonic Rexall Sundown Insmed
Parke-Davis BIC Hitachi Boehringer Ingelheim Exabyte
Ford Motor Co. LensCrafters Nielsen Bainbridge Mylan Laboratories Proctor & Gamble
GlaxoSmithKline Honda OSRAM SYLVANIA Avon Mitsubishi Pharma Corporation
National Semiconductor J.D. Edwards CompTIA NEC Genome Therapeutics
R.J. Reynolds DecisionOne Kokusai MEDRAD Brinker International
Takeda Sigma-Aldrich MacGregor Golf OSI Pharmaceuticals LifeCell
Cobra Golf Pfizer Big Bowl SC Johnson Impax Laboratories
Epson Toys “R” Us SENCO UCB Celgene
Stanley ConvaTec Rubbermaid Ace King & Prince Seafood
Heinz Burger King Coleman Oscient Pharmaceuticals Pfaltzgraff
JDSU Hasbro Genworth Financial Nestlé Starwood Hotels & Resorts
Maybelline Endo Pharmaceuticals Purdue Pharma Chiron May Department Stores
BAE Systems Nike Tampa Maid Foods Goodrich St. Jude Medical
AT&T Pioneer Stryker Marriott EATON
Fruit of the Loom Brown-Forman Teva PPG Industries Agilent Technologies
Merck & Co. Source Technology BellSouth Boston Scientific GRTA
Informix Char-Broil Olympus Jack in the Box Carrier
Myogen Guidant sanofi-aventis Parabon Computation Fortune Brands
Bayer Magellan BANCAHSA Smokey Bones BBQ SunGard
Pernod Ricard Anheuser-Busch Wrigley Hughes Network Systems BCBSNC
Sky Financial Group IBM Ciba Animal Health Nexity Bank International Aero Engines
ImaginOn Forest Laboratories Shire Biltmore Estate Labatt Breweries
Allergan Clorox Kohler Telik Planters
Master Lock DePuy Dow Sunbeam Lifesavers
Starbucks Seagram Beverage Co. Alliant Foodservice Inc. Kodak SMART Technologies
Pitney Bowes Unilever Sara Lee Dell Reynolds & Reynolds
Washington Mutual Navistar Nextel Long John Silver's ALTANA Pharma
Bausch & Lomb Top-Flite Golf General Mills Mandalay Resort Group Maxtor
Hamilton Beach McKesson Bacardi Atlanta Bread Company Kids II
Lexmark Roxio Discovery Communications - TLC RadioShack sanofi pasteur
Avaya Physicians Mutual Nortel Colgate-Palmolive Biovail
Transamerica Reinsurance Harper’s Restaurants Oracle Engelhard
Shoppers Drug Mart Wyeth Roche Genzyme
Ingersoll Rand Petrobras Corning Berlex

12. Addison Whitney, Inc.
11006 Rushmore Drive
Suite 350
Charlotte, NC 28277 USA
tel 704•347•5700
fax 704•347•5703
www.addisonwhitney.com
consultants@addisonwhitney.com