Case studysMsC Brand Positioning and Identity

Research & Planningusing its proven brand vision process, the team navigated through extensive research and analysis of competitors, customers and market conditions. In our branding model, companies inhabit one of four categories: power, explorer, identity and icon. It’s far more common to find high tech brands as a power (lead by product features) or explorer (bleeding- edge) brand and far less as an identity or icon brand. What distinguishes an identity brand is it leads with the customer’s point of view, void of fantasy and based in reality. an identity brand also incorporates an emotional component. sMsC clearly earned its “identity” brand vision by practicing customer intimacy that builds and sustains relationships with engineers and product developers who buy largely on trust.

Executionarmed with McBru’s creative brief that defined the project’s objective, audience, strategy, key benefit, supporting rationale and tone, the team began the arduous task of establishing the corporate design system and tactical initiatives. McBru revamped all graphical elements, such as the existing sMsC logo, website and collateral. We delivered a series of templates and color palette options that established a foundation for the corporate identity across its many applications including business cards, letterhead, business forms, collateral and presentations.

Summary

Thriving in “the unstable middle” of the semiconductor pack, with $160 million in revenue, SMSC competes against much larger, broad-based rivals leveraging mature brand names such as NEC, Philips and National Semiconductor. The company had reorganized and prepared itself to exploit fast-growing USB and embedded Ethernet markets in three major regions: North America, Japan and Asia. SMSC chose McClenahan Bruer Communications (McBru) as its advertising agency of record to develop a new brand that would unify and renew the company’s visual identity and provide a basis for stronger connections with customers, partners and shareholders through consistent, measurable brand executions worldwide.

We packaged the components in a corporate style guidebook that illustrated all the appropriate uses of the sMsC look and feel in its many possible applications across various media.

Resultsthe new sMsC logo is aligned with the message: sMsC is the right fit for its customers’ needs. the company’s new tagline – “suCCess By desIGN” – highlights a culture that is deliberate in the manner in which it ensures success for customers, investors, suppliers, partners and employees. through dramatic macro photography combined with a warm and passionate color palette, we created a sense of emotional intimacy with a look that is rich and engaging.

McBru took sMsC’s new brand identity to its key stakeholders:

• employees. McBru helped sMsC establish a brand launch team, a collection of key stakeholders that coordinated the rollout across the company – including procurement, operations, human resources, manufacturing, sales, finance and, of course, marketing. through an email strategy that had a feedback option, we conducted a dialogue with employees over a four-month period, letting them know what was happening and what to expect. On the day of the launch, sMsC corporate staff orchestrated a live video-conference in a town-hall-type forum where the CeO addressed the company worldwide at one time. We recommended sMsC place senior management as ambassadors in each location to address any questions. each location also enjoyed a celebratory environment with posters, cake, balloons and sMsC-branded tee shirts.

• Markets. McBru facilitated sMsC’s unveiling of its new global brand identity – including a new corporate logo, tagline and website design (www.smsc.com) – at the NasdaQ Marketsite in the heart of New york’s times square. as part of this launch, the CeO presided over the NasdaQ’s opening ceremonies, which was attended by key corporate accounts, financial analysts and key trade media representatives. Following the opening, a briefing was held for the editors and analysts in which they met with the CeO and other senior executives and saw the company’s latest and greatest technologies. this was all topped by a 30-second video spot that ran on the NasdaQ video wall in times square – the world’s largest at seven stories tall. the video spot, featuring the company’s new look and messaging, played throughout the day and was picked up by key financial sites such as CBs MarketWatch.

• Customers and partners. McBru created a brand-in-a-box kit that included a letter from the CeO, a release, a corporate fact sheet, photography and associated branded

trinkets such as sMsC specialty coffee, mints and fun gizmos such as silly putty and puzzles – all favorites of engineers. For sales support, we also coordinated and facilitated Web seminars to reach sMsC’s channel and third-party sales representatives. By the day of its brand launch, sMsC had touched its customers, partners, the channel, investors, media, analysts and prospects. In the end, sMsC and McBru enjoyed success by design.

old logo

new logo

SMSC80 Arkay Drive

Hauppauge, New York 11788-8847USA

phone 631-435-6000fax 631-435-6110

web www.smsc.com

SMSC80 Arkay DriveHauppauge, New York 11788-8847USA

Employee NameEmployee Title

email employee@smsc.com

SMSC80 Arkay Drive

Hauppauge, New York 11788-8847USA

phone 631-435-6000fax 631-435-6110

web www.smsc.com

stationary

High-performance, easy-to-use embedded networking solutions

EMBEDDED COMMUNICATION SOLUTIONS

Optimized throughput and design flexibil ity for Ethernet in embedded applications

ETHERNET SOLUTIONS

Customized, feature-rich solutions for applications inside and outside of the PC

COMPUTING PLATFORM SOLUTIONS

Mixed-Signal Growth Providing substantial customer cost efficiencies, mixed-signal

solutions, which combine analog and digital circuitry, are in

high demand for both communications and computing applica-

tions. For example, in mobile applications, a mixed-signal

solution can significantly reduce size and power consumption,

thereby lowering costs and increasing your margins — the

metrics of success. Currently, more than 50 percent of the ICs

SMSC is shipping are mixed-signal devices.

Integrating Disparate Parts As we deepen our expertise in analog and mixed-signal design,

SMSC is addressing an even larger piece of the total comput-

ing system. We add value by supporting a broad range of

reconfigurable content, which includes both cutting-edge and

legacy IP. We also support a collection of system management

functions that perform services for power management, thermal

management and fan control. Plus, we are creating ways for

you to differentiate platforms through the implementation of

features unique to you, such as BIOS controls and varying

types of glue logic.

Few markets have moved as hard and fast as PCs. In this intense

environment, we have consistently been the market leader for

Advanced I/O solutions with a portfolio of PC-related products

that includes I/O, system controller hubs, microcontrollers and

EMC solutions.

SMSC’s Advanced I/O products are making major strides to

ensure your desktop, single-board and industrial PC applications

are meeting performance requirements, staying on schedule and

remaining cost efficient. Addressing the system as a whole,

rather than as discrete parts, we have developed digital and

mixed-signal computing platform solutions that interconnect

disparate functions. In turn, these integrated, high-performance,

high-productivity systems are designed to save you valuable

time and money.

SMSC also offers stand-alone analog semiconductors for

notebook, desktop and single-board industrial PC applications.

For PCs and embedded systems, managing and safeguarding

these computing platforms ensures the stability and reliability of

your end product.

A member of the PCI-SIG, the Special Interest Group developing

and promoting PCI-Express specifications as open industry

standards, SMSC is actively participating with other industry

leaders in the development of new standards for a high-

performance I/O interconnects to transfer data between CPUs

and peripherals.

The Gateway to USB InteroperabilityThe paradigm shift from parallel to serial communications has

created explosive growth opportunities for USB connectivity

solutions in the consumer electronics, multimedia computing

and mobile storage markets. To help you, SMSC has been leading

the charge for USB interoperability. Where you need efficient and

flexible solutions, we focus our development efforts around

predominant open standards. We are also actively involved in

many key standards groups, such as the Memory Stick Organiza-

tion and the USB Implementers Forum, as well as many working

groups and subcommittees.

SMSC is dedicated to solving the challenges you face with regard

to interoperability, low-power, high-speed and aggressive time-to-

market requirements. Our ability to solve your compatibility

issues, enable differentiated features, and deliver silicon and

software all create tremendous price/performance and time-to-

market advantages.

Networking ProductsToday, Ethernet networking solutions are being embedded in

electronic products that proliferate on factory floors, in office

environments and in the home. When you want to lower system

costs by not using a PCI bus, turn to SMSC. We are the

undisputed leader in the embedded non-PCI Ethernet market,

making Ethernet connectivity that much easier for customers

around the globe.

SMSC delivers an easy and cost-effective way for you to intercon-

nect various subsystems inside embedded applications. With

SMSC’s family of embedded connectivity product solutions, you

now have the ability to reduce both wiring and microcontroller

costs, plus you can create a much more flexible and modular

embedded architecture.

Fueling SuccessUnderstanding that streamlined processes and efficient supply

chains are paramount to ensuring your success, SMSC maintains

the utmost respect for your time-to-market-pressures. With more

than $215 million in revenues in fiscal 2004, a 39 percent

increase over the prior year, SMSC’s dedication to your success

is making us a stronger company.

To help ensure the smooth delivery of the right product, on time,

every time, SMSC deploys a broad set of internal information

technologies. From manufacturing to research and development,

and from sales to customer satisfaction audits, every effort is

being made to always keep pace with your fast and efficient

supply chain.

SMSC’s perseverance and strong financial performance offers

solid proof that our dedication to customer success is working for

our customers, shareholders, employees, channels and manufac-

turing partners. We have accelerated our investments in new

product development. We never stop working hard to attract

experienced and talented employees, and continue to maintain

a strong global presence to best serve you across broader markets

and a broader set of applications. It’s a strategy that works.

“The overall support we receive from SMSC through innovative, high-quality products, together with our focus on demand creation, has proved to be a trustworthy and successful partnership”

– David AshworthCEO, The Memec Group

Percentage - Analog/Mixed-Signal (units)

FY02 FY03 FY040%

20%

40%

60%

corporate brochure

product brochures

ARCNET SALES STRATEGIESTHE BUILDING AUTOMATION & CONTROL MARKET

Key Selling Points Lower microprocessor overhead

Higher performance and bandwidth

Easy to implement on exiting EIA-485 twisted pair cable

Inherently deterministic protocol

BACnet over ARCNET is ANSI/ASHRAE 135-2001 and ISO 16484-5 standard

Ethernet

Ethernet

BACnetWorkstation

ARCNET/EthernetRouter

HVAC Control Systemon ARCNET Network

Security Control Systemon ARCNET Network

Elevator Control Systemon ARCNET Network

Lighting Control Systemon ARCNET Network

Fire and Alarm Systemon ARCNET Network

BACnet in Building Automation & Control Market BACnet stands for Building Automation Control Network — a data communication protocol. BACnet standardizes commu-

nications between building automation devices from different manufacturers, allowing data to be shared and equipment to

work together easily. ARCNET is one of the five specified network technologies by BACnet standard. The other four network-

ing technologies are Ethernet, LonWorks, Master Slave/Token Passing (MS/TP) and Point To Point (PTP). It is NOT unusual

to see a hierarchical networking architecture in a building network. Ethernet is typically used as the backbone data network

inside the building. ARCNET & MS/TP, on the other hand, are more suitable for the control-oriented network between the

field-level building controllers.

FEATURES BENEFITS

RipStream technology combines support of multiple HD streams, software protocol stack management and securityTwo bidirectional TSI ports which directly interface to video processing functions

Integrated 10/100 MAC/PHY with HP-Auto MDIX

Crypto block supports both DTCP-IP and WMDRM 10

Video codec agnosticCan boot from Flash memory or host processorIntegrated DLNA, UPnP and TCP/IP stacks

Highly flexible software architecture; customer can decide whether LAN9131 or host runs UPnP stack

High throughput; two HD MPEG2 or multiple MPEG4 streams

Overcomes system host bus limitations. High bandwidth audio/video HD streams can be handled without burdening system Host Bus. Ports support extended modes with flow control and allow transfer of non-MPEG2 TS formats.Complete networking solution that eliminates the need for special “crossover” cables when connecting LAN devices togetherProvides DRM copyright protection. Flexible support for major industry standards; eliminates need for separate crypto device. Handles any video codec (MPEG2, MPEG4, WMV9/VC-1, H.264/AVC)Reduces need for additional componentsConsumer Electronics interoperability; ability to recognize other UPnP devices and offload host TCP/IP implementationAllows ease of integration to various architectures; allows system designer to optimize the architecture to application needs

LAN9131 High-Performance Multimedia Co-Processor, Featuring RipStream™ Technology

Industry’s first high-performance, wired 10/100 network multimedia co-processor employing

RipStream technology, which combines support for multiple high-definition (HD) streams,

a software protocol stack management and security. The LAN9131 co-processor allows

system designers to leverage existing SoC and host-processor based designs to create

Digital Living Network Alliance™ (DLNA)-compliant solutions with minimal design risk and

fast time-to-market.

Highlights

n RipStream technology supporting DLNA guidelines Supports multiple HD video streams

Built-in UPnP, HTTP, TCP/IP protocol stack

Integrated 128AES encryption/ decryption for Digital Rights Management (DRM)

• Supports Windows® Media DRM10 (WMDRM 10)

• Supports Digital Transmission Content Protection over Internet Protocol (DTCP-IP)

• Fast DTCP-IP AKE key exchange time - 0.6 sec.

n Two Transport Stream Interfaces (TSIs) to MPEG encoder/decoder SoCs

Either interface can be used in server or rendering applications

n Video codec agnostic Supports MPEG2, MPEG4, WMV9/

VC-1, H.264/AVCn Integrated ARM926™ coren Integrated 10/100 MAC/PHY with

HP-Auto MDIX and multiple power management modes

n TCP/UDP checksum offload

n Ethernet-based Video/Media Distribution Systems

n Digital Video Recorders n High-definition Televisionsn Video Servers

n NAS (Network Attached Storage)n Thin Client Set-top Boxesn Digital Media Clients/Serversn Home Gateways

Target Applications

Features and Benefits

USB Mult iSwitch™

HubIndustry’s first device combining a Hi-Speed USB hub and switching functionality in a single solution

Highlights Unique Dual-Host Hub Architecture Minimum Host Software Overhead

USB Peripheral Sharing Small Footprint

High Throughput Ease of Integration

Key BenefitsEquipped with two upstream and four downstream ports, SMSC’s USB MultiSwitch™ Hub

(USB2524) enables easy sharing of peripherals by electronically switching them between

two USB hosts. Two discrete hub devices and expensive analog switches that were

previously required are no longer needed to share Hi-Speed USB peripherals. The USB

MultiSwitch provides a cost-effective, single-chip solution enabling this powerful function

to be implemented in the most cost-sensitive consumer applications. Requiring no more

than standard USB Hub-Class support in host software, the USB MultiSwitch appears as

a four-port USB hub to either USB host system and supports standard USB topology. The

USB MultiSwitch is targeted for applications such as printers, desktop PC drive-bays,

LCD displays and mobile PC accessories. The USB MultiSwitch is also well suited for

embedded applications that require dual-role USB host and device functionality.

Device Sharing and Switching Per-port switching provides high degree of device sharing flexibility

Multiple switching options ease system design

Programmable auto-switch mode enables unique applications

High Throughput SMSC MultiTRAK™ technology provides a dedicated-transaction translator for

Full-Speed/Low-Speed devices that are attached at every downstream port

Maximum, Full-Speed USB data rate at 12 Mbps per port even under full load

960 Mbps maximum aggregate data rate when both USB Hi-Speed hosts are active

Minimum Host Software Overhead Appears as a standard USB2.0 hub controller on either host system

Requires no more than standard USB Hub-Class driver support

Standard USB connect and disconnect behavior as device is switched from one host

to the other

Ease Of Integration Small 8x8 mm QFN package occupies minimum PCB space

Flexible configuration options ease embedded system design

USB-IF certified silicon building block ensures full USB compliance on integrated system

data sheets

website

For further information or questions:

Jeff Hardison503.546.1009

jeff@mcbru.com

5331 s.W. Macadam ave, suite 220Portland, OR 97239

503.546.1000www.mcbru.com

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