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Building Technobrands
Humanology
Allen Kay/Iconic Branding
___________________________________________________________________________________
“Technology
isn’t about bits
and bytes.
It’s about getting
home in time
to have pizza
with your kids.”
DAVE LIDDLE
XEROX PALO ALTO RESEARCH CENTER
1976
Technology
advertising
is as cold
as ice.
What it needs
is a sense of
human.
ALLEN KAY
NEEDHAM, HARPER & STEERS
1972
Branding an
internet consultant.
“I was up all night reading about the heart,
and I think I have a handle on it.”
Branding
a broadbander.
Branding
perimeter security.
Branding
a stock symbol.
Branding a book...
and a conference.
Branding
a marketplace.
Branding a new
company.
FINANCIAL TRADE
Branding their new
business product.
Branding their new
consumer product.
A
brand repositioning
an industry.
STRATEGIC
“Best read ad of
the year.”
FORTUNE MAGAZINE
Not a bad read
either.
Tactical
Differentiating
a brand.
HIGH CONCEPT:
YELLOW ANTENNA
Creating an
ingredient brand.
HIGH CONCEPT: FROM HANDSET TO ADDED OEM VALUE.
Branding an industry.
Horizontal
Best read advertising
5 years in a row.
FORTUNE MAGAZINE
Humanology_Allen Kay
Humanology_Allen Kay
Vertical
Corporate
Personification
of a brand.
“It's a miracle!"
Coincidentally.
Founded in 1982 as the Agency for Entrepreneurs,
Korey Kay & Partners is a creatively-driven, mid-size,
full-service advertising agency based in New York.
“Outsmart not Outspend” is our credo.
Our claim to fame is putting companies on the map.
Then all over it.
Virgin Atlantic Airways, Comedy Central, and
Wynn Las Vegas are among them.
Humanology_Allen Kay
<koreykay.com>
Contact Allen Kay, CEO 212-463-5922 akay@koreykay.com

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Humanology_Allen Kay