Brand | Cool Marketing: work, Tabtronics

Overview
Quick Brand Audit
Brand Positioning
Tagline & Messaging
Trade Show Banners
Sell Sheets

Tabtronics, Inc.

Tabtronics had been rolling along as a leading provider of electromagnetic components to military, aerospace and industrial clients when its chief technology officer locked himself into a room to solve a problem that had been nagging at him for years: how to pack more power into a smaller, lighter, electromagnetic component. He emerged with a groundbreaking theory. Next stops: the US Patent Office and Brand | Cool Marketing.

Sales Brochure 1

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Sales Brochure 2

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Sales Brochure 3

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Tabtronics Quick Brand Audit

Who do you think you are, what do your clients think your brand is all about, and what is the competition saying about itself? We deployed a rapid version of our more extensive Brand Audit to discover the answers to these questions—reviewing industry literature and web sites and conducting interviews with Tabtronics management and clients. While we were at it, we carefully tested the appeal of lighter, smaller electromagnetic components. The result was a document to guide us in the next step—brand positioning.

Promotional Campaign 2

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Promotional Campaign 3

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Tabtronics Brand Positioning

With brand research in hand, and taking into account the new technology the company had developed, we wrote a forward-looking brand positioning document. The company was no longer a "leading provider" but instead the "only" company to deliver unique and advanced electromagnetics technology in the smallest, lightest, most power-effective form factors available. The focus had shifted from commodities supplier to breakthrough innovator. Now, the business could be reinvented in the public eye. And now, creatively speaking, the fun could begin.

Email Campaigns 2

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Email Campaigns 3

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Direct Mail 1

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Direct Mail 2

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Direct Mail 3

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Tabtronics Offering Name, Tagline & Messaging

What to call this groundbreaking technology? Working collaboratively with Tabtronics' management, we settled on Hyper-X Magnetic Technology, which is descriptive of the science behind it. For the company, we wrote a tagline that brought together the breakthrough philosophy, the technology benefit, and the business category: thinking big. designing small. magnetics to the highest power. Then we wrote a series of elevator speeches and signature copy for marketing collateral and press releases.

Flash Presentations 2

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Flash Presentations 3

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Tabtronics Trade Show Banners and Traffic Builders

The company wanted to make a big splash at an upcoming electronics trade show. We created three pop-up banners for their display—easy to carry and cost-effective. How to make Hyper-X Magnetic Technology come alive? Well, it's small, it's powerful, it packs a lot of punch in a small package. It reminds us a lot of . . . a red hot atomic candy ball. And thus was born the creative—Surprisingly powerful. Red hot. Company representatives loaded themselves up with atomic candy balls and hit the floor of the trade show, drawing lots of attention. Meanwhile, we applied the new "red hot" graphics and to banners that promoted the company itself and its foundational custom magnetics business.

Trade show Banners 2

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Tradeshow Banners 3

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Tabtronics Sell Sheets

How to make Tabtronics innovative brand its Hyper-X Magnetic Technology come alive? The creative for these sell sheets was brave and bold—just like their technology. For the corporate sell sheet, we used the new tagline as a prominent design feature to "launch" the new brand position, building in lots of technical detail to make the point that these were scientists who left no equation unsolved. For Hyper-X, well, it's small, it's powerful, it packs a lot of punch in a small package. It reminds us a lot of . . . a red hot atomic candy ball. Surprisingly powerful. Red hot.

RadioCampaign 2

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RadioCampaign 3

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AnyType 1

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AnyType 2

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AnyType 3

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