e.Digital Corporation (fka EDIG)

[Tinroad]

Another Boulder company starting to hit the big time with the help of consumer branding is DataPlay, a maker of a computer media disk that holds movies, videos or games. The disk can be used instead of a CD-ROM, which consumers think of as the typical storage device for such media, says David Melancon, a principal of Kindred and Keziah LLC in Boulder. Kindred and Keziah recently helped the company formulate a strategy to sell the new product.

With market research, Kindred and Keziah found the DataPlay disk appealed mainly to kids, Melancon says. It then crafted a strategy to help DataPlay sell more of its disks.

“We help companies look at what emotional connections consumers have with their brand, so it was how they used movies, CD-ROMs and tapes,” Melancon says, declining to give specifics for proprietary reasons.

Kindred and Keziah’s strategies also have been used nationally to help brand such diverse products as Drambuie liquor, Coca-Cola and discount broker Charles Schwab.

http://www.bcbr.com/display.phtml?VI=P2026&Section=Section1&Page=24