Tech Industry

Case: Branding KEYNOTE

In mid-2013, we received an inquiry about our marketing experience on technology product. In response, we went into our archives and located a few examples. The product we dug up may appear outdated, but the branding strategy was a winner:

Client / product / market: Keydata International / “KEYNOTE” brand laptop computer / U.S. consumer, dealer, value-add reseller, and government (GSA) markets.

Service: GRIDNYC developed “KEYNOTE” product brand, packaging, and advertising from strategy to execution.

Formula: Strong product + truly professional service (more than 50% of their tech support team holds an EE or CS master’s degree) + competitive pricing = KEYNOTE’s growth strategy.

We built the “KEYNOTE” brand to reflect these qualities: From one of their ad headlines you can feel the brand’s confidence (below sample 1).

A little humor can drive the point too, the “YES, Keynote…” ad (sample 2) earned many smiles as well as orders!

Extra Mention: Stephen Chang’s advertising design for “Keynote 8560″ was selected and published in the Marketing textbook Consumer Behavior — Building Marketing Strategy (McGraw-Hill) as an example of effectively using Preference Strategy.

( From one of their ad headlines you can feel the brand’s confidence )
Keynote insert ad

( A little humor can drive the point too, this “YES, Keynote…” ad earned many smiles as well as orders )
yes keynote ad


Case: Branding Digiview

Digiview is a computer monitor private label brand created by Continental Technology Inc. (CTI). GRIDNYC was retained to assist CTI to develop this brand in the dealer / VAR market.

We designed Digiview’s Brand Identity devices including the brand logo, product packaging, literature standards, sales sheets, POPs, gift items, and trade magazine ads. We also enable CTI to promote Digiview monitors through its distribution channel ads, together with other brand monitors and PC components.

When Digiview HR-1709 model was named PC World magazine’s “Top 10 Monitors,” we seized the opportunity to create a “Better, Better, Better” ad campaign (below sample 1), which substantiated the “Digiview advantages”——based on that evaluation report.

This ad campaign successfully put Digiview on the national bestsellers list and established its reputation as a good value brand. More positive reviews followed.

As Digiview’s business accelerated, CTI decided to strengthen Digiview’s brand recognition and to differentiate / elevate the brand image. This time, we created the “Futuristic Monitor” brand-image ad (below sample 2), which was run for more than a full year on multiple trade magazines. Combined with poster/POPs and gift items of the same design theme at retail outlets, the campaign successfully promoted the entire product line of seven different models.

CTI and its Digiview brand were later bought out by another corporation.

“Better, Better, Better” ad:
Better, Better, Better ad

“Futuristic Monitor” brand-image ad:
Futuristic Monitor ad