There are many different ways to look at and define a company’s brand. My personal favorite is covered in the book The Hero and The Outlaw, written by Margaret Mark and Carol S. Pearson, Ph.D. This hefty tome outlines a system for identifying brands by comparing them to archetypal personalities.

So what’s an archetype? Well, it’s a universally understood symbol or pattern of behavior that’s used in myths and storytelling across different cultures. It’s sort of like a stereotype or a generic personality.

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The sold-out 2009 Charlotte ADDY® Awards & Gala Show once again provided a very fun evening for members of the Charlotte advertising industry. The night was especially memorable for the Studiobanks crew, as we swept the interactive categories and brought home a total of 16 awards: 2 Gold ADDYs, 14 Silver ADDYs and the award for Excellence in Art Direction for the Eric Hunter Website.

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So, while Greg Biffle's business manager is coordinating a photo shoot and gathering the last of the content we'll need, we've begun organizing the sitemap. This blue print of sorts allows us to be clear on the structure of the site before we begin design. It also allows for the client to have an outline of the final content we'll need.

We work hard to receive content as soon as possible. This helps our designers visually tell a story and understand how much text and/or photos will be on a page. Since Studiobanks is known for very clean and easy navigation, it's important we know what we are navigating before we begin the design.

One of the goals of the Greg Biffle site is to show the personal side of Greg—what he's up to when he's not on the track. One of the ways to accomplish this is to show Greg in his street clothes versus his NASCAR uniform. We're looking forward to being at the photo shoot in a couple weeks. Should be fun.

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We are very excited about our latest project. For me, this is a full circle moment and a great example of how strong client relationships and good old fashion hard work pay off.

One of Studiobanks' very first projects was designing the Rick Crawford website. Our contact there had since worked his way up over the years and is now the business manager for Greg Biffle Incorporated. So, he contacted us to design GregBiffle.com.

With Greg Biffle being a nationally known celebrity, we see this national exposure as an opportunity to highlight our capabilities and creative expertise. With that said, we are going to pull out all the stops to make this site the best site the racing industry has ever seen.

About Greg Biffle

Greg Biffle made NASCAR history in 2002 and came within 35 points of doing it again in 2005 when he finished second in the Chase for the Nextel Cup.

Biffle became the first driver to win championships in both the Craftsman Truck and Busch series before moving full time to Cup in 2003. His lone win that season came in the Pepsi 400 at Daytona, making him one of only a handful of drivers to win a race in each of NASCAR's top three series.

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