Branding Terms & Useage

A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service.

Brand Attributes
Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.

Brand Audit
A comprehensive and systematic examination of all collateral (both tangible and intangible) which relates to a brand.

Brand Awareness
The proportion of target customers that recall a brand. Realisation by a consumer of the existance and availability of a particular product. Brand awareness is a common measure of marketing communications effectiveness. Unaided awareness is spontaneous; aided or prompted awareness is when the name is recognised among others that are listed or identified.

Brand Equity
The value – both tangible and intangible that a brand adds to a product/service.

Brand Essence
The core characteristic that defines a brand.

Brand Expansion
The exposure of a brand to a broader target customer market, geographic market, or distribution channel.

Brand Extension
The application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver.

Brand Identity
A unique set of associations that the brand strategist aspires to create or maintain. These associations represent what the brand should stand for and imply a potential promise to customers. It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently resides in the minds of consumers.

Brand Image
A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. (Note that brand image is what is currently in the minds of consumers, whereas brand identity is aspirational).

Brand Loyalty
The strength of preference for a brand compared to other similar available options. This is often measured in terms of repeat purchase behaviour or price sensitivity.

Brand Management
The process of managing an organisation’s brands in order to increase long-term brand equity. Also the person or group responsible for designing brand identities, aligning them for maximum effectiveness, ensuring that they are not compromised by tactical actions, and designing appropriate brand crisis management plans.

Brand Personality
Brand image or identity expressed in terms of human characteristics. Distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and perceptions.

Brand Positioning
The “market space” a brand is perceived to occupy; the part of the brand identity that is to be actively communicated in a way that meaningfully sets it apart from the competition.

Brand Positioning Statement
A statement that describes the “place” that a brand should occupy in the minds of target customers. Focuses on the equities that meaningfully set a brand apart from the competition. Typically constructed in the following format: “To (target market), Brand X is the brand of (frame of reference) that (point of difference).” Eg. “to the brand of (frame of reference) that (point of difference).” Eg. “to caffeine-concerned coffee drinkers, Sanka is the brand of coffee that has no caffeine to upset you.”

Brand Power
A measure of the ability of the brand to dominate its product category.

Brand Relevance
The alignment of a brand – its attributes, identity and personality with the primary needs/wants of its target audience

Brand Slogan/Tagline
A easily recognisable and memorable phase which often accompanies a brand name. An aid to recall and reinforcement. Eg.Nike: “Just do it”

Brand Strategy
The ‘big picture’ plans and tactics deployed by an organisation/brand owner to to create brand equity.

Brand Value
The monetary premium that results from having customers who are committed to your brand and willing to pay extra for it. The financial value calculated or determined to be attributable to the brand, apart from other tangible assets.

Brand Value Proposition
The functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer: provides the rationale for making one brand choice over another.


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92 West Launches

Last year 92 West branded CraneHire, a Triple C Construction company, with a grungy but edgy style which impacted their logo, business cards and letterhead.  The colors and style of the website reflect the initial motif and have a stunning visual impact for the end user. was also built a content management system which will allow the admin of the site to update content, create forms and upload images as needed.  The CMS tool also reduces the maintenance costs of the site and allows for information to be quickly updated on the fly. overview: CraneHire is a crane rental firm located near Omaha, Nebraska.  We generally serve a 70 mile radius of Omaha, as well as the I-80 corridor West as far as York NE.

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Your Website Budget

In our request for a quote form, one of the last questions asks prospective clients what their website budget is. On many other web design company websites, this same question is asked. However, it is the most common question which people tend to leave blank or say “I don’t know”. I honestly think that many people don’t want to include a number here because then they might be given a quote that is right at the edge of their budget… or perhaps they are hoping that the quote will come under their expectations. I can understand that – I would be likely to do that too. Another reason might be because they genuinely don’t know how much a good website costs so they don’t know how much to budget for it.

We do have set prices for standard websites so we always give the same number regardless of budget. However, when you go beyond a basic website, there are many ways to accomplish the same thing – each with a varying level of sophistication and thus varying price tag. If we know what your budget is, we can find the best solution that does what a client needs at a price level they can afford. For example, we can put together an e-commerce website anywhere from $1,500 up to $10,000 and probably even higher. There are differences in the features available at the different price ranges, but at least there are options for different price levels.

Most web design and development companies aren’t trying to max out a client’s budget (I hope), but having their budget in mind really helps put together a proposal that the client can afford while trying to meet all of your needs.


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Paradigm Gardens Chooses 92 West

Innovative purveyors of progressive gardening products, Paradigm Gardens, chose 92 West to manage their marketing and advertising for both of their retail locations located in Omaha and Madison WI. February 2008 they will be launching their new national web site offering products such as horticultural lighting, fully automated growing systems, complete line of hydroponic equipment, greenhouse supplies, environmental controls, nutrients, supplements and organics. They will also be implementing a new customer loyalty program to ensure long term customer lifetime value. Progressive gardening has been around for thousands of years, is simple, requires low maintenance, and is enviromentally friendly. It allows you to grow lush, healthy indoor plants and premium grade vegetables, fruits and herbs.

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92 West Wins Web Award for Our Efforts with Capes Coaching

As always, 92 West is proud to know that our work continues to generate results and recognition for our design and creativity as well as our clients ingenuity to create and go outside the standard boarders of the “box”. Please look below for our scoring criteria and for more information on Capes Coaching visit their website at

DesignFirms Web Award for 2007 - 2008



Title of Site: Capes Coaching
Site URL:
Designer Name: 92 West
Designer Website:


27 points = Creativity  & Design
24 points = Programming & Compatibily
28 points = Ease of use & Effectiveness

Capes Coaching's web site received a score of: 79 out of a possible 99 points

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92 West Launches Develops DOGGSTARR’s Logo, Branding and E-commerce Website

92 West was contacted by DOGGSTARR for a logo, branding and an e-commerce site with content management abilities. The logo reflected the owner’s love of his two Saint Bernards and a color selection that is typical of that breed. Once the logo was decided upon 92 West created a branding scheme to be applied to DOGGSTARR’s advertising for future use. The website that was created utilized a content management system (CMS) developed by Soholaunch; which 92 West is an approved affiliate. The tool allows the administration to update text, images, create forms and manage an e-commerce section with a variety of payment gateways that is user friendly and easily taught to even the most novice of users. We also applied our basic SEO process to the site which allows for better search engine placement and more traffic to the site through nature search. Please visit or read below for additional information on their company and products.


DOGGSTARR Company Overview

DOGGSTARR’s website was created with one single goal, to provide all dog owners a one stop shop for all high end, high quality products for your dogs. For years we have search for a website like this and found that there was really not much out there for dog owners. we are constantly looking and will provide you other quality products here in the near future that will keep your dogs safe, in good health and happy. DOGGSTARR know’s that your pets need to be well taken care of and our dedication to your satisfaction is our number one goal.


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92 West’s Troy Kadavy is a Featured Artist on has featured 92 West’s work and our own Creative Director, Troy Kadavy, on their main page of the design portal channel. This site is full of talented individuals and we are proud that we have been selected. Please visit for more information and please check out our advertising and marketing site online at

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92 West Wins Two Website Design Awards

DesignFirms Web Award for 2007 - 2008
92 West has been awarded the DesignFirms Web Award for our own portfolio / marketing site as well as the work we have done for the 2007 Allstar Cappie Pondexter of the WNBA’s Mercury Phoenix.  We at 92 West are happy to have received not one, but two winning entries for the May listing and we have posted criteria and stats in which we were judged upon below.

Title of Site: Cappie Pondexter
Site URL:
Designer(s) Name: Troy Kadavy, Tom Luke
Designer Website:

27 points = Creativity & Design
26 points = Programming & Compatibily
27 points = Ease of use & Effectiveness
Your web site received a score of: 80 out of a possible 99 points

Title of Site: 92 West || Design with Impact
Site URL:
Designer Name: Troy Kadavy, Tom Luke, Jamie Kadavy
Designer Website:


29 points = Creativity & Design
26 points = Programming & Compatibily
28 points = Ease of use & Effectiveness
Your web site received a score of: 83 out of a possible 99 points


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92 West Launches Reed Design, Inc’s New Website

Reed Design, Inc.

92 West was contact by Reed Design, Inc., located in Omaha, Nebraska, to revamp their current site and assist with their SEO needs.  We developed a short-term and long-term plan to assist with their search engine placement and then developed concepts that reflected the clients request for a lo-fi grunge style while keeping a semi-monochromatic color scheme. The Reed Design, Inc. site utilizes flash, audio and video to keep the end user visually captivated while information them of RD’s architecture services and portfolio of work. Please visit Reed Design, Inc. or read below for additional details.


Reed Design Inc. Overview
Reed Design Architects is a full service architectural design practice located in Omaha, Nebraska. Since incorporation in 1997, RDA has built a reputation in business based upon diligence and a belief in building relationships. Built upon trust and the realization that client satisfaction is our ultimate goal, RDA has a long list of repeat clientele.

The mission at Reed Design Architects is simple: Strive to build lasting relationships through client satisfaction. We achieve this by accommodating established schedules, being realistic and proactive with regard to budget concerns, and producing technically superior drawing packages, in addition to providing the most sophisticated design solutions available. Our commitment to working as a team and constantly working to improve the services that we provide describes our approach to all projects of which we are a part.

Our ability to capture the aesthetic nature in architecture of the image or feeling that our client’s posses when beginning a construction project has aided in our receiving opportunities to execute projects of significant scale and involvement. At Reed Design Architects, we are proud of our history of satisfied clients.

Our corporate portfolio includes the design of, commercial tenant finishes, office buildings, medical office spaces, worship facilities, custom luxury homes, residential rehabilitation and remodeling, multi-family residential condominiums and apartments, as well as acting as consultants in land use and development studies. From concept to completion, our goal is to deliver innovative, functional designs that meet our clients’ specific needs.

Link References:

Please contact 92 West for any of your marketing or advertising needs at 402.620.CODE or by visiting

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Small Advertising Campaign Launched for “Naked in a Fishbowl”

Naked in a Fishbowl
92 West was contacted by What Women Talk About to create a small campaign that highlights their Unscripted, Uninhibited and Wildly Entertaining Improv-Comedy based on the lives of four women in New York City. Our efforts included designs for prints ads, direct-mail as well as a website which all focus on informing the public on the upcoming shows to take place this August at the New York International Fringe Festival!

Please look below or visit Naked in a Fishbowl’s website for details and showtimes.

This exciting improvised play is a unique theatrical event that eavesdrops on the lives of four young women in New York City. Audiences watch a new story unfold every night as the actresses are given a new location and scenario. The lives of Bonnie, Jean, Sophie, and Sara are completely exposed in original nightly performances full of raw humor, startling honesty, and infectious comedy. Unlike anything else on the New York stage.

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Search Marketing Has Real Impact

These days building a successful media plan without search engine marketing is essentially preventing your company from being a superstar and letting your competition win. Search Engine Optimization (SEO) is not a one-time job, but requires a ongoing general maintenance to keep your ranking and traffic up. From a technical perspective, search engines take into consideration the “freshness factor” which means that sites with updated content will consistently rank higher than sites with out-dated content. Search engines are constantly revising and amending their rules for mapping keywords, so it’s important to keep abreast and make relevant changes. What’s more, the way that people refer to your industry, your products and your services, as well as trendy industry jargon, may change over time. Your key phrases will need to be updated continuously with these changes in mind.

For natural search use keyword research tools to learn the actual terms searchers use. There is often a disconnect between what searchers want and what marketers think they want. Recent research found that search terms with one to three phrase terms comprise of 70 percent of searches. One good practice is to consider optimization for phrases rather than single terms. Typically this means less competition and greater relevance for the searcher, making conversions or purchase more likely. The page title or “title tag” is the most important on-page web site SEO factor. Every page title should be unique. The primary keyword/phrase should be at the beginning; put your company name at the end.

A page can’t rank for “omaha marketing” if the search engine can’t figure out the page is about omaha marketing. To develop quality searchable content write naturally for humans, but use your primary keywords in your page copy when appropriate. Sites that are content driven and don’t rely to heavily on techniques like Flash to communicate a message are more favorably interpreted by the bots from the engines, while creating a clearer path for a visitor from a conversion standpoint.

Paid search, the placing of ads for products and services on search engines and content sites on the Internet, continues to be a leading technique for search engine marketers. The big three, Google, Yahoo, and MSN each provide geo-targeting and dayparting capabilities for search results, but MSN is currently the leader in providing demographic targeting tools. Understanding which keywords generate traffic, leads and sales opportunities and testing different versions of a message to see which one results in higher click through rates is necessary for success.

Executives predict that the industry is likely to become more regulated, however the future search will focus a lot on relevancy and personalization. Therefore social search is likely to become a more important tool and worthy of ad spend dollars. There is a wealth of potential waiting to be realized in online advertising and within pay-per-click specifically. While billions of dollars are spent annually, billions more are still waiting to be invested.

To learn more on how 92 West can assist your website please contact us by calling Tom Luke at 402.650.2917 or by clicking here to request a quote.

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10 Reasons to Optimize Your Website for Search Engines

10 reasons to hire an SEO professional:

  • Search Engine Optimization Takes Market Knowledge, Time, Effort & Dedication
  • Proper SEO Tools & SEO Experience Goes a Long Way
  • Search Engine Optimization Is Not Easy
  • SEO Services Do Not Have to be Expensive
  • Search Engine Optimization Can Increase Sales, Online and Brick & Mortor Store Traffic and Awareness of Your Company
  • Placement on Search Engines can make the Difference Between You and Your Competitors
  • Search Engine Optimization Gets You the Best Bang for Your Buck
  • SEO Services Can Help Increase Business Sales Drastically
  • Professional Search Engine Optimization Can Increase Your Search Ranking in a Shorter Time Period
  • It’s Your Business; People Should Find Your Company, Product or Service Easily

Search engine optimization does take time and it’s not easy. You need a plan that relies on experience, knowledge and proven results..

The time it will take you to learn how to do proper SEO could mean the difference of months or years. Within six months you could rise to the top 20 and within a year within the top 10 (92 West is number one for our company, but if you search “Omaha Advertising” or “Omaha Marketing) we are ranked 18 and 21; compared to our 321,961 spot last year in December… we’ve made a great deal of progress.) If you’ve never done it before it will take you that long to learn the basic concepts enough to employ them successfully. Be sure you make the right choice.

There are a number of services out there that cost a minimum of $4,000.00. Most sites with a few hours of research and well placed META DATA, Page Title and webpage content could see a significant rise in search engine ranking. Time is money… don’t get me wrong, but with some helpful advise and some guidelines 92 West can teach your staff how to better utilize your content to make your site higher in the ranking system and easier for consumers to find.

Treat your website like a business – not just another arm of your current business, but a seperate entity that needs attention – then you’ll make the right decisions… to be successful online you need to give your site attention…. kind of like a plant if you will.. You have to think about your return on investment with every activity. The one activity online that has the potential to make you the most money for the least outlay of cost is search engine optimization. SEO has the potential to present your business with the highest ROI. It’s the best reason to improve your sites rankings…. more business = more money.

Contact 92 West with any questions.

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Catch onto Viral Marketing

The best kind of marketing is the kind you don’t have to do yourself. Especially if you’re a small business on the web with limited time & a small budget. Call it word-of-mouth, refer-a-friend, or organic, viral marketing was the world’s first form of marketing. Now the Internet has taken this form of marketing to new heights by making communications cheaper, faster, & easier making word-of-mouth even more effective. Although sometimes hard to control, the goal of a viral marketer is to create “buzz” about a product or idea, so that the idea spreads widely. Response rates increase dramatically when users can see that a message is coming from a friend, so why not use the Net the way it was meant to be used.

“Free” is the most powerful word in a marketer’s vocabulary. Most viral marketing programs give away valuable products or services to attract attention. You may not profit today, or tomorrow, but if you can generate a valid interest from something free, you will profit soon and create that all so important relationship that leads to ongoing revenue. One of the best examples of the new viral marketing has to be HotMail, which soon was copied by Yahoo offering free e-mail service. They simply attached their URL to every e-mail that their users sent out. Before they knew it, HotMail had more e-mail users than the largest ISP.

Viruses only spread when they’re easy to transmit. The medium that carries your marketing message must be easy to transfer and replicate such as e-mail, web-site, graphic, or software download. Viral marketing works wonderfully on the Internet because instant communication has become so easy and inexpensive. Electronic formats make copying simple and easy to pass on to peers and friends. Simplify your marketing message so it can be transmitted easily and without being altered. Keep it short and simple.

Smart viral marketing plans take advantage of common human needs. Use the desire to be important, popular, understood, loved and getting noticed. Design a marketing strategy that pushes common human buttons for its transmission, and you will have a winner.

Most of us are social creatures. Social experts tell us that each person has a network of 8 to 12 people in their close network of friends, family, and associates. A person’s broader network may consist of hundreds, or even thousands of people, depending upon their position in society. Internet social sites develop networks of relationships, too. They collect e-mail addresses and favorite website URLs creating extensive permissible opt-in e-mail lists. Learn to place your message into existing communications between people, and you rapidly multiply its reach.

The most successful viral marketing plans use others’ resources to get the word out. Marketer’s who give away free articles, seek to position their articles on others’ webpages. A news release can be picked up by hundreds of publications and form the basis of articles seen by hundreds of thousands of readers. Now someone else’s web site is relaying your marketing message. Someone else’s resources are depleted rather than your own. Why not take advantage of other’s resources to grow your business.


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92 West Listed on

A few weeks ago I and Tom begain locating award websites for our design work and we’ve started to see our efforts pay off. sent an e-mail out this morning notifying us that we were accepted for the voting process. It’s a nice honor to have since we’ll be residing with and or against some of the best in the industry.

Cool Web Awards combines the top web site designs, logos, web site intros , flash designs and many more on one place…! All these entries are voted by the website’s visitors! Search more of the web using this fantastic service that will list only the best website designs.


92 West | Marketing | Advertising | Creative Design




Cappie Pondexter’s Official Website Designed by 92 West

Please check out the full site and then vote when you have the opportunity.


Troy Kadavy
Creative Director
92 West

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