In this issue:

1. Do you have a broken brand?
2. BGDI PersonalDirect(TM) — TRACKABLE direct marketing system
3. RECENT WORK: Creating a new bank identity

DO YOU HAVE A BROKEN BRAND?

Branding isn't just about a look or logo-it's a unique and defining experience of company or product. We've come up with five simple questions that will help you examine the "brand" you have.

"Your company does what?? "
Most people in your market space don't have a sense of who you are.

"Aren't you just like...? "
They don't know why you're different...and your brand isn't telling them.

"Why should I care? "
You may be preaching to the choir. Your brand communications only speak internally, NOT to your customer's concerns. Your potential customer doesn't see why you're relevant to their needs.

I'm confused..."
You're sending mixed messages through one or more channels.

I have 5 other choices just like you.
You're in danger of becoming a commodity-offering a product or service that, feature-wise, is just like many others.

FIX YOUR BRAND

Call us and we'll give you our insights. It's never too late to develop a more effective brand strategy. We'll consult with you to develop a brand rehab program, including:

• Brand audit and strategy development.
• "Brand bite" messages that clearly define your value.
• Brand guidelines and design to build consistency and strength in all communications.
• Brand execution in all channels, from internal branding and visual identity to on line and print communications.

REACH OUT AND MAKE SALES
Individualize mailings to market segments and track response on the web.

BGDI's PersonalDirect (TM) allows you to:

• Reach high-value prospects like C-level executives.
• Deliver highly motivating personalized communications.
• Accurately track results in real time through a Web-based dashboard.
• Achieve a higher level of conversion.

Bottom line: Choose BGDI's PersonalDirect (TM) system, using email and/or traditional print mail, to generate MORE & WARMER leads for your sales team.

RECENT WORK
Brand building guidelines for the West's primary source of home mortgage funding: Federal Home Loan Bank of San Francisco.
FHLB asked BGDI to develop an alternative brand identity for on-line and print use, as well a set of brand guidelines for various departments of the bank to publish unique materials. A unifying color palette and sample layouts create a branded look for all communications.

Biotech Annual Report Emphasizes Technology in Real Products to Dynamic Markets
For biotech company Cepheid, BGDI created a report that emphasizes sales performance and a robust pipeline of new products for the life sciences, clinical diagnostics and biodefense markets.

Web site redesign for the nation's largest state cancer research organization
For the California Breast Cancer Research Program, BGDI created streamlined site architecture, a new user interface and a clear on-line donation function to deliver a site that is user friendly for its three audiences: researchers, breast cancer patients and those wishing to donate. From 5,000 pages of information, it delivers research details to cancer scientists and basic information to the lay person.