1. TelephonyToday
Once Upon A Time:
The Importance of Telling
Your Brand Story
Brand Stories:
Why Have One, and
Who’s Got One Anyway?
the Latest
from Epygi
Naming
Products With
Consistency:
Remaining True to
Your Brand
Summer 2013

2. 2 • Telephony Today
The Importance of Telling
Your Story:
▷Green Eggs & Ham:
Epygi Style
Products
▷Field Feedback
▷The Quadro Story
Our initial task was to rename your new product.
In our previous presentation an important issue was
brought to light, that we believe should be addressed in
order to efficiently name the new offering. The Quadro
products do not have a story. This creates confusion and
misunderstanding around the connection between the
product and the brand.
The essence of the brand story is not about the tan-
gibles. Stories are more about relationship and connect-
ing with human truths. Creating a scenario around the
benefits of a product, and how this fits within a brand’s
story.
The brand story must follow through to every aspect
of the company, especially the product. The Quadro line
of products is the offering that the relationship is cen-
tered around. You, your resellers, and the end users are
all connected by the benefits that the Quadro products
provide. With the advancement of the Epygi Quadro4L
comes a new outlet for expression of the Epygi brand
personality and another chapter to your brand story.
In order to better serve your company, we decided to
look at brand stories. These stories connect us to prod-
ucts. For example, we took the children’s story Green
Eggs and Ham and made it relatable in the telecom
world. Now, we are able to view Epygi and how you
could rearrange your branding strategy based on some-
thing as simple as Dr. Suess.
Green Eggs and Ham is a short children’s story about
Sam-I-Am trying to convince the unnamed narrator to
try this delicacy. Sam-I-Am suggests various locations
and dining partners for him to try this food, but is
consistently declined. When you are convinced that this
unnamed character is not ever going to eat these green
eggs and ham, he succumbs to the persuasion of Sam-I-
Am. Once he tries this food, he actually likes it a lot.
In This Issue
Once Upon A Time:
The Importance of Telling Your Story
With an exclusive look at the
new product line concept!
Competition & Market Insight
▷What others are doing and
how to learn and advance

3. Summer 2013 • 3
Once Upon A Time:
The Importance of Telling Your Story
I could not, would not, on a boat.
I will not, will not, with a goat.
I will not eat them in the rain.
I will not eat them on a train.
Not in the dark! Not in a tree!
Not in a car! You let me be!
I do not like them in a box.
I do not like them with a fox.
I will not eat them in a house.
I do not like them with a mouse.
I do not like them here or there.
I do not like them ANYWHERE!
I do not like green eggs and ham!
I do not like them, Sam-I-am.
You do not like them.
SO you say.
Try them! Try them! And you may.
Try them and you may I say.
Sam!
If you will let me be,
I will try them. You will see.
Say!
I like green eggs and ham!
I do!! I like them, Sam-I-am!
And I would eat them in a boat!
And I would eat them with a goat...
And I will eat them in the rain.
And in the dark. And on a train.
And in a car. And in a tree.
They are so good so good you see!
So I will eat them in a box.
And I will eat them with a fox.
And I will eat them in a house.
And I will eat them with a mouse.
And I will eat them here and there.
Say! I will eat them ANYWHERE!
I do so like
green eggs and ham!
Thank you!
Thank you!
I cannot, cannot, in my car.
I will not, will not, from afar.
I will not call them from my house.
I can’t let them see we’re as small as a mouse.
We cannot fail, please let me be!
What we need is power redundancy!
I do not like them, their name is weird.
For unfamiliarity is what I’ve feared.
I will not try them, we don’t have the money.
We will not use them, so don’t try anything funny!
I will not use it here or there.
I will not use it ANYWHERE!
I will not try Quadro and Epygi!
I will not try them, Reseller, won’t you see.
You do not like them.
SO you say.
Try them! Try them! And you may.
Try them and you may I say.
Reseller!
If you will let me be,
I will try them.You will see.
Say!
I like Quadro & Epygi!
I do!! I like them, Reseller, they’re right for me!
And I would use them in a car!
And I could use them from afar...
And I will call from my home.
And in the park. And on a train.
And in a car. And in a tree.
They are so the best, you see!
So I will use Quadro and Epygi.
And I will use them for my staff of three
And when we grow to 100 and more!
As a plus, people will not hold and bore;
Quadro is reliable and not pricey,
Say! We go together quite nicely!
I do so like
Quadro and Epygi!
Thank you!
Thank you!
Quadro & Epygi
Dr. Seuss’ Green Eggs & Ham

4. 4 • Telephony Today
Creating Your Brand Story
& Incorporating Your Products
Some important factors that will help create your brand
story are what your resellers are saying, creating a personality
for your product and the Quadro line, and looking at what
your competition is doing. All of these things will help create
a more effective name and relatable story for your product.
After realizing that we needed further insight, we asked a
few resellers how Epygi’s relationship with its resellers, prod-
ucts, and even Quadro determine the way they sell Epygi.
They gave us some advice on how to approach Quadro, and
we took that into account when creating the product story.
The questions that the resellers were asked are listed below,
followed by a summary of their responses.
1) What does Epygi mean to you?
2) What does Quadro mean to you?
3) Compared to previous Epygi products, where do you see
improvements in the latest products?
4) Product names: Do the numbers (QX1000) actually mean
anything to you as a reseller?
5) Does a consistent product name resonate clearer with you
as a reseller?
6) As a reseller, where do you see room for improvement in
the relationship between Epygi, Quadro, and the end user?
Epygi to them is a reliable feature rich phone system for
business. The name Quadro has no clear definition; it’s just
an extension of the brand. Compared to previous Epygi
products, resellers have seen improvements in memory and a
faster process in the latest products. They all agreed that hav-
ing a consistent name is important in building a brand name
and feel that Epygi should be the name used in conjunction
with Quadro because of the confusion between product and
brand name.
Looking at some of Epygi’s competitors, we noticed that
they didn’t have a story behind their products, product lines,
or product names, which is why in order to set Epygi apart,
we created a story for the products offered. The main Quadro
descriptors are:
▷sleek
▷reliable
▷customizable
▷simplistic
Talking to Quadro’s Best Friends
a.k.a. Sam-I-Am

5. Summer 2013 • 5
Sleek, reliable, and customizable, the
Epygi Quadro line gives you a turnkey
solution out of the stereotypical box and
can deliver integrated IP solutions for your
telecommunication needs. Today’s business
executive has more important things to deal
with than worrying whether a phone system
is a help or a hindrance. The technology-for-
ward, simplistic design of Quadro takes up
no more space than a standard textbook,
and provides sophistication to your commu-
nication system that may surprise not only
you, but also those you do business with. It’s
a personal secretary in a hard case that you
can count on 24 hours a day, 7 days a week,
365 days a year, rain, sleet, or snow, well,
you get it. The Quadro line will never call in
sick or ask for vacation time - all for a cost
that is pennies on the dollar compared to an
hourly secretary at minimum wage. Quadro
is here for your business today, and with flex-
ibility and room for expansion will continue
to play a role in your well-deserved success.
Quadro’s Story

6. 6 • Telephony Today
Other Brand Stories
Cisco works very hard to keep their brand humanized. By
humanized, meaning that they incorporate human interac-
tions into an otherwise faceless corporation. They do this
through using conversational language, not marketing lingo,
using pictures of real human beings, loosening up the layout
and knowing their audience and creating a connection. Their
branding is basically defining themselves by their ambitions
(They say that they need to define themselves how Intel is to
chips, and Microsoft is to software)
▷ What are Epygi’s ambitions.?
They have vivid colors (mainly green) and offers a feeling
of simplicity. We have used this word a lot when describing
Fonality. It’s not clear what mix of elements offers this feeling
but they have consistently stressed simplicity throughout
their products, about us, etc. Wherever you search on their
website, that is what you see. Epygi can take advantage of a
consistent message like this as well. Their blog offers a more
human way to interact with the company. Although it is
poorly structured, its a great idea. Another refreshing aspect
is they show pictures of their staff which reveals a more in-
depth view of their staff, giving a name to a faceless corpora-
tion (as Cisco would say).
They stress that they offer communications without com-
promise. A reseller website comments that Allworx markets
itself (products, brand, and all) as “future-proof” to reassure
customers that it will change as technology changes
▷ How can Epygi do this?
Their website also states three key differentiators that
allow them to stand-alone in the market. Allworx claims to
offer the most comprehensive and customizable set of SMB
features of any solution out there. Allworx systems and tele-
phones support a complete set of phone system features, even
features usually associated with large enterprise-class systems.
On their website, Allworx offers brochures in multiple
languages,user guides, and case studies. We noticed that on
their website, there is not much of a brand, just functionality.
Potentially, this is how they brand themselves. They focus on
showcasing the products, not themselves. While this may be
great, they just seem like a very bland company in compari-
son.
What About Everyone Else?

7. Summer 2013 • 7
Epygi’s Story
These are questions whose answers could put Epygi at an
advantage over the competition.
▷Definition
What are Epygi’s ambitions?
▷Humanizing
How can Epygi become a more than just a product?
▷Consistency
Is there a consistent product and brand image?
Epygi has a great product, but because people are un-
familiar with it they may be hesitant to try it. In order to
generate that likability about the product, we have to give
them something they can relate to. Some resellers already
use and trust the Epygi brand, but others are curious, and
the new product design and launch represents an aperture,
a window, during which Epygi can re-capture the attention
of its current trade as well as entice potential resellers. Of
course, resellers will share the brand story with end users.
By humanizing the product and brand, defining target
market ambitions, and shepherding a consistent product
image, we feel that resellers will be more willing to try this
unfamiliar product. To do this, we draw on different
resources that will help us in our task. Team Epgyi has
made a creative brief. To define Epygi’s ambitions they say,
“Epygi is about maximizing and improving the productivi-
ty and client perception of small businesses. As they are
expanding their technology and creating a more integra-
tive approach, Epygi’s goal is to make life easier for the
reseller – and consequently for the end user.” Team New
Product has given you a new consistent product image, the
Quadro Line. From Cisco’s brand story, we took away these
new ideas to better represent Epygi: “These are the execu-
tional tools we use to deliver our brand message and brand
personality: colors, typefaces, voiceover, logo, layouts, music.
They’re the elements that make all our marketing materials
uniquely Cisco.” We also think incorporating Epygi’s brand
values (service, dependability, economical and technological
value, adaptability, forward-thinking, security) into their
website and product description will provide the resellers
with the correct language to portray Epygi as effectively and
precisely as possible. We want to have a product platform to
give to resellers so Epygi is represented as a consistent prod-
uct to the resellers and end users.

8. 8 • Telephony Today
The Quadro Line from Epygi
Epygi Q M 200
Quadro
from Epygi
Important reasoning behind having this product line,
including both the Quadro name and Epygi:
▷Bridging Epygi to its products
▷Maintaining the established relationships
▷Eliminating confusion
With this new brand story, we suggest a new orga-
nization for Quadro,specifically, a new product line.
After our research, and talking with resellers, we decided
that having a line will not only give Quadro meaning in
relation to the products, but portray a consistent image
to resellers. The idea is to have a header for all products
“The Quadro Line from Epygi” with products having a
consistent naming strategy, including the brand name. In
inclusion of Epygi in the product name, as well as mak-
ing that connection and keeping the established rela-
tionship with Quadro’s “Q,” our suggested new product
name is below:

9. Summer 2013 • 9
Resources for Further Information
We would like to thank you for your time today and during this process. Also,
thank you for this challenge this semester. It has been a privilege working with
you all. We would greatly appreciate any questions or comments.
Trevor Thompson: tathompson@smu.edu
Sophie Vongsombath: svongsombath@smu.edu
Adella Winder: awinder@smu.edu
Green Eggs and Ham by Dr. Seuss
http://steponeportfolio.squarespace.com/storage/Cisco.Roadmap.pdf
Competition Websites ( Allworx & Fonality)