The Art of War

The Art of War was compiled, circa 500 B.C. by the Chinese warrior/philosopher/strategist

Sun Tzu (Sun Zi as he was known to his contemporaries). We don’t know much about Sun

Tzu, but his theories on warfare have influenced military generals for more than 2000 years

and captains of industry from the earliest days of Ivy League business schools.

The Art of War focuses on outthinking your opponent, identifying strengths and

weaknesses, maneuvering for position, and the concentration of resources.

For our purposes, we have paraphrased it to be more about winning market share and

less about waging warfare. We hope you will enjoy our adaptation along with a few brief

synopses on our client experience.

The Company

Formed more than 25 years ago, CortaniMorrison has built a solid reputation on forming

strong partnerships with its clients. By a thorough understanding of the market, the

product and the budget at hand, CM provides outstanding results that exceed everyone’s

expectations but our own.

A 21st century identity for a company with a single customer – the Department of Defense.

Six examples of more than two hundred CortaniMorrison brand identities crafted, introduced, made notable, and when necessary, defended from copyright infringement.

A name change and new look for a federal credit union.

B U S I N E S S & T E C H N O L O G Y C E N T E R

A new personality for an electric utility.

An inviting tourism logo for a county surrounded by battlefields.

A brand for one of the nation’s preeminent ship repair facilities. ...and a new look for literally

hundreds of other clients over the past 25 years.

Roger Cortani, IDSA - Creative Director

Roger has over 33 years of advertising experience. He was awarded a Ford Motor

Company Scholarship and earned his Bachelor of Science degree in industrial design

from the Art Center College of Design in Pasadena, California. His creative awards in-

clude Clios and New York, San Francisco, and Los Angeles Art Director’s Club Awards.

In the early 1970s, Roger developed the Intel Corporation logo and branding, still in

use today. Roger is also an historical illustrator in the fields of aviation, railroad, and

automotive subject matter. His works are displayed in the California State Railroad

Museum in Old Sacramento, The National Air and Space Museum, Washington, D.C.,

The Virginia Air and Space Center, Hampton, Virginia, NASA Ames Aeronautical

Laboratory, Mountain View, California, NASA Dryden Flight Research Center,

Edwards, California, and numerous private and corporate collections throughout

the world. His published works include Diesel Locomotives of the Southern Pacific

(Chatham, 1974) and numerous extensive articles on the subject of western railroads

and locomotive history.

Bob Morrison - Account Service Director

For the past 27 years Bob has provided client guidance in all aspects of account

service and media management. His insights into a specific client target market led

to the creation of the STIHL Timbersports Series, a success story on ESPN. He is also

the agency’s film, video, and radio producer and recently was awarded his fourth Telly

for concept and production of NOVEC’s “Use it Wisely” TV campaign. Bob has won

Apex, International Mobius, Summit, Addy, and other awards for writing and audio/

visual production. His industry background includes manufacturing, utilities, city

services, travel, national defense, and healthcare. He worked as regional executive

director for a school and camp program for severely disabled children and adults.

Bob was a founding board member of Hampton Roads Juvenile Diabetes Foundation

and was selected by the Virginia Beach School Board to serve on the Community

Advisory Committee for Gifted Education where he served for nine years – 2 years

as board chairman. Bob is also a past board member of the Virginia Governor’s School

for the Arts Foundation and Virginia Beach Little Theatre.

On Laying Plans

The art of advertising and public relations is of vital importance to your business. It is a

matter of success or failure, a road either to safety or to ruin. Under no circumstances can it

be neglected. The Art is governed by constant factors, which must be taken into account.

They are creativity, experience, method and discipline. Method and discipline includes the

understanding of the product, the division of resources and responsibilities, the control of

expenditures, and the development of the marketing team.

At CortaniMorrison our success is based on strict adherence to these factors. It’s how

brands are born and market shares are gained. It is the melding of art and science,

strategy and creativity. Making the investment count...and the ideas pay off.

We brought the public to special exhibitions, gallery openings, and events. Then we brought the biggest name in paint.

CM initiated a partnership between the Chrysler Museum of Art and well-known paint manufacturer, Sherwin Williams. The results were a new line of Chrysler Museum paint colors, a new source of income for the museum, and unique public relations opportunities for both.

On Waging Campaigns

An advertising campaign has two enemies. Haste and delay. Those who hastily react to

market forces miss the opportunities that are revealed only with careful planning. Lengthy

delays allow the competition to take the lead and can force your business to be reactive

instead of proactive.

When it comes to waging a successful campaign, timing is everything. We take the time to

learn your business, your products, your distribution methods and your competitors. We

look for opportunities, develop strategies, and reach your objectives.

Earl Industries, one of the nation’s preeminent ship repair facilities, maintains comprehensive complexes in Portsmouth, VA and in Mayport, FL offering metal preservation, precision machining and fabrication, and integrated power and control services for complex military, shipboard, and commercial processes. Our work for Earl includes branding, creative ad production, press and public relations, Web site development, marketing consultation, and trade show displays.

On Building Tactics

Successful companies put themselves beyond the possibility of defeat, and then

wait for an opportunity to defeat the competition.

To secure yourself against defeat lies in your own hands, but the ability to defeat

the competition is provided by the competition itself. Security against defeat lies

in defensive tactics; the ability to gain the upper hand against the competition

means taking the offensive.

The market leader protects itself and gains a victory that is complete.

Problem: A major airport transportation trade show near an airport where CortaniMorrison client HMSHost had no concessions. Solution: The agency contacted Chuck Leavell, keyboardist for the Rolling Stones and recent author. Chuck not only autographed his books in the HMSHost booth, but also secured a tour jacket (signed by all the members of the band) and concert tickets for prize drawings and VIP gifts. Our client’s booth was rockin’.

CortaniMorrison has developed press events and product launches, provided industry trade show support, produced print ad campaigns as well as winning proposal responses for the largest concessionaires in the travel industry.

On Developing Energy

There are few musical notes, but the combination of the few, gives rise to

more melodies than can ever be heard. There are few

primary colors, yet in combination, they produce

more hues than can ever be seen. In business,

there are only two methods of attacking

the competition, direct and indirect. These

two in combination create an endless

series of maneuvers.

Energy may be compared to the bending of

a bow; decision to the releasing of the arrow.

The clever marketer looks to the effect of the

combined energy of his or her forces. When

combined energy is utilized, the force is irresistible.

NOVEC, a not-for-profit electric cooperative, serves a territory which includes some of the wealthiest counties in the country and in the most complex media market –– Northern Virginia. That hasn’t stopped CortaniMorrison from helping NOVEC become Number Four in Customer Communications, out of all utilities (profit and not for profit) nationwide.

On Managing Maneuvers

Without harmony, no campaign can be undertaken. Our ancient Chinese book on combat

tactics states: “On the fields of battle, the spoken word does not carry far enough; hence the

institution of gongs and drums. Nor can ordinary objects be seen clearly enough; hence the

institution of banners and flags. Gongs, drums, banners and flags are means whereby the

ears and eyes of all may be focused on one particular point forming a single united body.”

He will conquer who has learned the ingenuity of deviation. Such is the art of maneuvering.

History surrounds this bedroom community of Washington D.C., but vacationers want golf and shopping first. Telling the whole story filled hotel rooms.

On Tactical Variations

The leader who thoroughly understands the advantages that accompany a variation of

tactics knows how to achieve the most from his or her resources. In the wise leader’s plans,

considerations of advantage and of disadvantage will be blended together. The Art of

Advertising teaches us to rely not on the likelihood of little activity on the part of the

competition, but on our own readiness for an attack on the brand. Our strength stems from

making our position unassailable.

Economic development is about work force, available land, and tax incentives – right? Our campaign focused on the major companies that had already relocated to Chesapeake. That turned out to be the magnet the City needed and one that no other city could claim.

A beauty shot of a shock absorber, page-dominant formatting, a single-word headline, and short, direct copy. To be number one in the industry, you have to look like you are Number One.

SHOCK ABSORBERS

On Moving Forward

He who exercises no forethought, but makes

light of his opponents, is sure to be defeated

by them. All armies prefer high ground to

low, and sunny places to dark. Successful

marketers carefully choose their battles

and their arenas and never fail to estimate

the strength of the competition.

Our work for the Chesapeake Conference Center includes targeting multiple industry audiences including corporate conference planners, reunion organizers, and wedding planners. CortaniMorrison print and broadcast advertising as well as Web development services increased

Chesapeake Conference Center’s share in a progressively more complex and competitive marketplace.

Youth for Tomorrow is a residential group village for at-risk teenage boys and girls (ages 11-17) founded by former Redskins Head Coach Joe Gibbs. CortaniMorrison has assisted YFT with many projects, including their annual Burgundy and Gold Banquet.

On Handling Situations

Rapidity is the essence of battles for market share. The expediency of aggressive or defensive

tactics and the fundamental laws of human nature must be considered. Take advantage of your

opponent’s lack of preparation. Follow unexpected paths and attack unguarded spots. The more

you penetrate into a competitor’s market share, the greater will be the solidarity of your sales

and marketing team. Concentrate your energy and hoard your strength.

When the ECHL team, the Hampton Roads Admirals, became the American Hockey League Norfolk Admirals, CM was chosen to introduce the owners, the team, and the new league to Southeastern Virginia. The agency launched the new entity with new team uniforms, and a heart-pounding, hard-hitting, body-slamming, media campaign designed to fill seats, sell season ticket subscriptions, and develop corporate sponsorships. In hockey terms, it was a CM “Hat Trick.”

CM developed a fourteen-year success story with fans and televised viewership throughout the U.S., Canada, and Europe. A fiercely competitive, sponsorship vehicle uniting a once unknown professional chain saw brand with ESPN, Chevrolet, Carhartt Clothing, Quaker State Motor Oil, and Dodge Trucks. The result? STIHL is now the number one hand held power equipment brand in the world.

On Strong Points

The skillful tactician may be

compared to the shuai-jan, a snake

found in China’s Ch’ang Mountains.

Strike at its head, and its tail will attack

you. Strike at its tail, and its head will

attack you. Strike at its middle, and you

will be attacked by both head and tail.

Morphix Technologies manufactures products designed to protect EMTs and other first responders. CM developed the company brand and logo (previously K&M Environmental Solutions Inc), and produced print ads, package design, and the trade show display booth.

CM takes over a project that has floundered inhouse for five years. The conclusion? A state-of-the-art package containing a twelve-page brochure, and new CD-ROM interactive video. The result? A thorough explanation of GD-AIS’ capabilities in netcentric warfare in a language the Federal Government and the United States military can understand.