2. Summary
Thriving in “the unstable middle” of the semiconductor pack,
with $160 million in revenue, SMSC competes against much
larger, broad-based rivals leveraging mature brand names such
as NEC, Philips and National Semiconductor. The company
had reorganized and prepared itself to exploit fast-growing USB
and embedded Ethernet markets in three major regions: North
America, Japan and Asia. SMSC chose McClenahan Bruer
Communications (McBru) as its advertising agency of record to
develop a new brand that would unify and renew the company’s
visual identity and provide a basis for stronger connections
with customers, partners and shareholders through consistent,
measurable brand executions worldwide.
Research & Planning
using its proven brand vision process, the team navigated through extensive research
and analysis of competitors, customers and market conditions. In our branding model,
companies inhabit one of four categories: power, explorer, identity and icon. It’s far
more common to find high tech brands as a power (lead by product features) or explorer
(bleeding- edge) brand and far less as an identity or icon brand. What distinguishes
an identity brand is it leads with the customer’s point of view, void of fantasy and
based in reality. an identity brand also incorporates an emotional component. sMsC
clearly earned its “identity” brand vision by practicing customer intimacy that builds and
sustains relationships with engineers and product developers who buy largely on trust.
Execution
armed with McBru’s creative brief that defined the project’s objective, audience,
strategy, key benefit, supporting rationale and tone, the team began the arduous task of
establishing the corporate design system and tactical initiatives. McBru revamped all
graphical elements, such as the existing sMsC logo, website and collateral. We delivered
a series of templates and color palette options that established a foundation for the
corporate identity across its many applications including business cards, letterhead,
business forms, collateral and presentations.
3. We packaged the components in a corporate style guidebook that illustrated all the
appropriate uses of the sMsC look and feel in its many possible applications across
various media.
Results
the new sMsC logo is aligned with the message: sMsC is the right fit for its customers’
needs. the company’s new tagline – “suCCess By desIGN” – highlights a culture
that is deliberate in the manner in which it ensures success for customers, investors,
suppliers, partners and employees. through dramatic macro photography combined with
a warm and passionate color palette, we created a sense of emotional intimacy with a
look that is rich and engaging.
McBru took sMsC’s new brand identity to its key stakeholders:
• employees. McBru helped sMsC establish a brand launch team, a collection of key
stakeholders that coordinated the rollout across the company – including procurement,
operations, human resources, manufacturing, sales, finance and, of course, marketing.
through an email strategy that had a feedback option, we conducted a dialogue
with employees over a four-month period, letting them know what was happening
and what to expect. On the day of the launch, sMsC corporate staff orchestrated
a live video-conference in a town-hall-type forum where the CeO addressed the
company worldwide at one time. We recommended sMsC place senior management
as ambassadors in each location to address any questions. each location also enjoyed
a celebratory environment with posters, cake, balloons and sMsC-branded tee shirts.
• Markets. McBru facilitated sMsC’s unveiling of its new global brand identity –
including a new corporate logo, tagline and website design (www.smsc.com) – at the
NasdaQ Marketsite in the heart of New york’s times square. as part of this launch,
the CeO presided over the NasdaQ’s opening ceremonies, which was attended by key
corporate accounts, financial analysts and key trade media representatives. Following
the opening, a briefing was held for the editors and analysts in which they met with
the CeO and other senior executives and saw the company’s latest and greatest
technologies. this was all topped by a 30-second video spot that ran on the NasdaQ
video wall in times square – the world’s largest at seven stories tall. the video spot,
featuring the company’s new look and messaging, played throughout the day and was
picked up by key financial sites such as CBs MarketWatch.
• Customers and partners. McBru created a brand-in-a-box kit that included a letter
from the CeO, a release, a corporate fact sheet, photography and associated branded
4. trinkets such as sMsC specialty coffee, mints and fun gizmos such as silly putty and
puzzles – all favorites of engineers. For sales support, we also coordinated and facilitated
Web seminars to reach sMsC’s channel and third-party sales representatives. By the
day of its brand launch, sMsC had touched its customers, partners, the channel,
investors, media, analysts and prospects. In the end, sMsC and McBru enjoyed
success by design.
old logo
new logo
SMSC phone 631-435-6000
80 Arkay Drive fax 631-435-6110
Hauppauge, New York 11788-8847
USA web www.smsc.com
SMSC
80 Arkay Drive
Hauppauge, New York 11788-8847
USA
Employee Name
Employee Title
email employee@smsc.com
SMSC phone 631-435-6000
80 Arkay Drive fax 631-435-6110
Hauppauge, New York 11788-8847
USA web www.smsc.com
stationary
5. corporate brochure
“The overall support we Mixed-Signal Growth Networking Products
Providing substantial customer cost efficiencies, mixed-signal SMSC’s Advanced I/O products are making major strides to Today, Ethernet networking solutions are being embedded in
receive from SMSC through solutions, which combine analog and digital circuitry, are in ensure your desktop, single-board and industrial PC applications electronic products that proliferate on factory floors, in office
high demand for both communications and computing applica- are meeting performance requirements, staying on schedule and environments and in the home. When you want to lower system
innovative, high-quality tions. For example, in mobile applications, a mixed-signal remaining cost efficient. Addressing the system as a whole, costs by not using a PCI bus, turn to SMSC. We are the
solution can significantly reduce size and power consumption, rather than as discrete parts, we have developed digital and undisputed leader in the embedded non-PCI Ethernet market,
products, together with our thereby lowering costs and increasing your margins — the mixed-signal computing platform solutions that interconnect making Ethernet connectivity that much easier for customers
focus on demand creation, metrics of success. Currently, more than 50 percent of the ICs
SMSC is shipping are mixed-signal devices.
disparate functions. In turn, these integrated, high-performance,
high-productivity systems are designed to save you valuable
around the globe.
SMSC delivers an easy and cost-effective way for you to intercon-
has proved to be a time and money.
nect various subsystems inside embedded applications. With
trustworthy and successful Percentage - Analog/Mixed-Signal (units) SMSC also offers stand-alone analog semiconductors for
notebook, desktop and single-board industrial PC applications.
SMSC’s family of embedded connectivity product solutions, you
now have the ability to reduce both wiring and microcontroller
60%
partnership” For PCs and embedded systems, managing and safeguarding
these computing platforms ensures the stability and reliability of
costs, plus you can create a much more flexible and modular
embedded architecture.
– David Ashworth 40% your end product.
CEO, The Memec Group Fueling Success
A member of the PCI-SIG, the Special Interest Group developing
Understanding that streamlined processes and efficient supply
and promoting PCI-Express specifications as open industry
20% chains are paramount to ensuring your success, SMSC maintains
standards, SMSC is actively participating with other industry
the utmost respect for your time-to-market-pressures. With more
leaders in the development of new standards for a high-
than $215 million in revenues in fiscal 2004, a 39 percent
0% performance I/O interconnects to transfer data between CPUs
FY02 FY03 FY04 increase over the prior year, SMSC’s dedication to your success
and peripherals.
is making us a stronger company.
The Gateway to USB Interoperability To help ensure the smooth delivery of the right product, on time,
Integrating Disparate Parts The paradigm shift from parallel to serial communications has every time, SMSC deploys a broad set of internal information
As we deepen our expertise in analog and mixed-signal design, created explosive growth opportunities for USB connectivity technologies. From manufacturing to research and development,
SMSC is addressing an even larger piece of the total comput- solutions in the consumer electronics, multimedia computing and from sales to customer satisfaction audits, every effort is
ing system. We add value by supporting a broad range of and mobile storage markets. To help you, SMSC has been leading being made to always keep pace with your fast and efficient
reconfigurable content, which includes both cutting-edge and the charge for USB interoperability. Where you need efficient and supply chain.
legacy IP. We also support a collection of system management flexible solutions, we focus our development efforts around
SMSC’s perseverance and strong financial performance offers
functions that perform services for power management, thermal predominant open standards. We are also actively involved in
solid proof that our dedication to customer success is working for
management and fan control. Plus, we are creating ways for many key standards groups, such as the Memory Stick Organiza-
our customers, shareholders, employees, channels and manufac-
you to differentiate platforms through the implementation of tion and the USB Implementers Forum, as well as many working
turing partners. We have accelerated our investments in new
features unique to you, such as BIOS controls and varying groups and subcommittees.
product development. We never stop working hard to attract
types of glue logic.
SMSC is dedicated to solving the challenges you face with regard experienced and talented employees, and continue to maintain
Few markets have moved as hard and fast as PCs. In this intense to interoperability, low-power, high-speed and aggressive time-to- a strong global presence to best serve you across broader markets
environment, we have consistently been the market leader for market requirements. Our ability to solve your compatibility and a broader set of applications. It’s a strategy that works.
Advanced I/O solutions with a portfolio of PC-related products issues, enable differentiated features, and deliver silicon and
that includes I/O, system controller hubs, microcontrollers and software all create tremendous price/performance and time-to-
EMC solutions. market advantages.
EMBEDDED COMMUNICATION SOLUTIONS
High-performance, easy-to-use embedded networking solutions
ETHERNET SOLUTIONS
Optimized throughput and design flexibility for Ethernet in embedded applications
COMPUTING PLATFORM SOLUTIONS
Customized, feature-rich solutions for applications inside and outside of the PC
product brochures
6. USB MultiSwitch Hub
™
Industry’s first device combining a Hi-Speed USB hub and switching
functionality in a single solution
Highlights
LAN9131
Unique Dual-Host Hub Architecture Minimum Host Software Overhead
USB Peripheral Sharing Small Footprint
High Throughput Ease of Integration
High-Performance Multimedia Co-Processor, Featuring RipStream™ Technology Key Benefits
Equipped with two upstream and four downstream ports, SMSC’s USB MultiSwitch™ Hub
Industry’s first high-performance, wired 10/100 network multimedia co-processor employing
RipStream technology, which combines support for multiple high-definition (HD) streams,
ARCNET SALES STRATEGIES
(USB2524) enables easy sharing of peripherals by electronically switching them between
two USB hosts. Two discrete hub devices and expensive analog switches that were
previously required are no longer needed to share Hi-Speed USB peripherals. The USB
a software protocol stack management and security. The LAN9131 co-processor allows T H E B U IL D IN G A U T O MAT IO N & C O N T R O L MA R K E T
MultiSwitch provides a cost-effective, single-chip solution enabling this powerful function
system designers to leverage existing SoC and host-processor based designs to create to be implemented in the most cost-sensitive consumer applications. Requiring no more
Digital Living Network Alliance™ (DLNA)-compliant solutions with minimal design risk and than standard USB Hub-Class support in host software, the USB MultiSwitch appears as
Key Selling Points
fast time-to-market. a four-port USB hub to either USB host system and supports standard USB topology. The
Lower microprocessor overhead
USB MultiSwitch is targeted for applications such as printers, desktop PC drive-bays,
Higher performance and bandwidth
LCD displays and mobile PC accessories. The USB MultiSwitch is also well suited for
Highlights Easy to implement on exiting
embedded applications EIA-485 twisted pair cable host and device functionality.
that require dual-role USB
n RipStream technology supporting DLNA n Two Transport Stream Interfaces (TSIs) Inherently deterministic protocol
guidelines to MPEG encoder/decoder SoCs Device Sharing and Switching
BACnet over ARCNET is ANSI/ASHRAE
135-2001 and ISO 16484-5 standard
Supports multiple HD video streams Either interface can be used in Per-port switching provides high degree of device sharing flexibility
Built-in UPnP, HTTP, TCP/IP protocol server or rendering applications Multiple switching options ease system design
stack n Video codec agnostic Programmable auto-switch mode enables unique applications
Integrated 128AES encryption/ Supports MPEG2, MPEG4, WMV9/
decryption for Digital Rights VC-1, H.264/AVC High Throughput BACnet
Workstation
Management (DRM) n Integrated ARM926™ core SMSC MultiTRAK™ technology provides a dedicated-transaction translator for
ARCNET/Ethernet
Full-Speed/Low-Speed devices that are attached at every downstream port
• Supports Windows® Media n Integrated 10/100 MAC/PHY with Router
DRM10 (WMDRM 10) HP-Auto MDIX and multiple power Maximum, Full-Speed USB data rate at 12 Mbps per port even under full load
Ethernet
960 Mbps maximum aggregate data rate when both USB Hi-Speed hosts are active
• Supports Digital Transmission management modes
Content Protection over Internet n TCP/UDP checksum offload
Minimum Host Software Overhead Ethernet
Protocol (DTCP-IP)
• Fast DTCP-IP AKE key exchange Appears as a standard USB2.0 hub controller on either host system
Requires no more than standard USB Hub-Class driver support
time - 0.6 sec.
Standard USB connect and disconnect behavior as device is switched from one host
to the other
Target Applications
n Ethernet-based Video/Media Distribution n NAS (Network Attached Storage) Ease Of Integration
Systems n Thin Client Set-top Boxes Small 8x8 mm QFN package occupies minimum PCB space
n Digital Video Recorders n Digital Media Clients/Servers Flexible configuration options ease embedded system design
n High-definition Televisions n Home Gateways USB-IF certified silicon building block ensures full USB compliance on integrated system
HVAC Control System Security Control System Elevator Control System Lighting Control System Fire and Alarm System
n Video Servers on ARCNET Network on ARCNET Network on ARCNET Network on ARCNET Network on ARCNET Network
Features and Benefits
FEATURES BENEFITS
BACnet in Building Automation & Control Market
RipStream technology combines support of multiple HD streams, High throughput; two HD MPEG2 or multiple MPEG4 streams
BACnet stands for Building Automation Control Network — a data communication protocol. BACnet standardizes commu-
software protocol stack management and security
Two bidirectional TSI ports which directly interface to video Overcomes system host bus limitations. High bandwidth audio/video HD nications between building automation devices from different manufacturers, allowing data to be shared and equipment to
processing functions streams can be handled without burdening system Host Bus. Ports support work together easily. ARCNET is one of the five specified network technologies by BACnet standard. The other four network-
extended modes with flow control and allow transfer of non-MPEG2 TS formats.
ing technologies are Ethernet, LonWorks, Master Slave/Token Passing (MS/TP) and Point To Point (PTP). It is NOT unusual
Integrated 10/100 MAC/PHY with HP-Auto MDIX Complete networking solution that eliminates the need for special “crossover”
cables when connecting LAN devices together to see a hierarchical networking architecture in a building network. Ethernet is typically used as the backbone data network
Crypto block supports both DTCP-IP and WMDRM 10 Provides DRM copyright protection. Flexible support for major industry inside the building. ARCNET & MS/TP, on the other hand, are more suitable for the control-oriented network between the
standards; eliminates need for separate crypto device. field-level building controllers.
Video codec agnostic Handles any video codec (MPEG2, MPEG4, WMV9/VC-1, H.264/AVC)
Can boot from Flash memory or host processor Reduces need for additional components
Integrated DLNA, UPnP and TCP/IP stacks Consumer Electronics interoperability; ability to recognize other UPnP devices
and offload host TCP/IP implementation
Highly flexible software architecture; customer can decide Allows ease of integration to various architectures; allows system designer to
whether LAN9131 or host runs UPnP stack optimize the architecture to application needs
data sheets
website
7. For further information or questions:
Jeff Hardison
503.546.1009
jeff@mcbru.com
CONtaCt us
5331 s.W. Macadam ave, suite 220
Portland, OR 97239
503.546.1000
www.mcbru.com
