Br and Ima ge

One could never mistake Ernest Hemingway with JFK.

Louis Armstrong with Magic
THE MAKING OF A LEGEND
In the world of marketing and advertising, these elements are also key in how one is remembered.

Johnson. Or John Wayne with Pavarotti. Each one had a strong and endearing identity that warmed and charmed millions around the world, an identity that could never be replaced or even duplicated. Every one of them had their own

BRAND ICONS
The look and feel the typefaces, design, colors, music, voiceover and many other executional elements used to convey the personality. Like John Waynes cowboy hat.

BRAND PERSONALITY
The overriding tone and attitude. Think of Louis Armstrongs ever-smiling enthusiasm.

BRAND MESSAGE
The overall key message were trying to communicate. Remember JFKs vision: Ask not what your country can do for you; ask what you can do for your country.

When all three elements are infused into all Concentric communication

look, their own personality and their own view on life.

in a consistent and cohesive manner, we will build our own powerful identity, our own legend.

the partnership

Bonnie

As Compaq continues to move everything to the Internet, joining with proven Internet Service Providers like Concentric gives us the ability to quickly extend tailored solutions to our customers with greater confidence.

Ray Frigo, Vice President of iServices & Solutions Compaq Computer Corporation

F red and Ginge r.

and Clyde. Ozzie and Harriet. Theyve all proven the powerful effect of partnership. And thats exactly what were all about. We believe the best way for a customer to get the most out of the Internet is to work with them side by side, step by step.
T H E C O N C EN T R I C B R A N D M E S S A G E
When we speak to the world about Concentric and who we are, we want them to know that we are an e-partner impassioned about teaming up with clients to make things happen. This is not something that came out of a boardroom; it came from you. You are the ones who tackle this business with a fiery passion, with a labor of love.

Many small and medium-sized businesses dont have an IT manager. And technology certainly isnt their specialty they want to run their business, not their system infrastructure. They need an Internet partner to come in and make the technology side of their business work.

our focus

He excelled in baseball,

Ive written six business books and three of them on how companies add value. If I were to give an award this year to a company that provides maximum value for small businesses, I would award it to your company. Your hosting service and webmaster design level the playing field for small businesses.

Tom Reilly

J im Thorpe cou l d d o it all.

football, track & field and just about any other sport. No matter what he played, though, people always remembered him for one thing: He was a pure athlete. And a prolific one at that.

M AN Y FAC ES, O N E V O I C E
Because Concentric innovation spans a broad range of network service technologies, depending on any one individuals experience and exposure to Concentric, he or she may have a very different sense of who we are and what we do. To some we are an Internet Service Provider (ISP), to others we are an Application Infrastructure Provider (AIP), and to others we are a Web Host Provider. In fact, we are all of these, but the common thread through all Concentric initiatives is that we are an e-services partner that helps businesses grow.

Concentric is growing; our products and services are leading the marketplace. As a result, our focus is evolving. In turn, we need our name to evoke a brand image that is consistent and recognizable. We need a brand image that focuses on our target audience of small to medium-sized businesses, maximizes shareholder value and reflects our position as a value-added Internet service partner.

who we are

Through sheer

Your sales representative presented the relatively detailed information in an easily understandable way. Many of my questions were probably pretty basic to him, but the answers he provided taught me a lot about what this new DSL technology is all about. I just want a fast Internet connection for my company that is seamless, effortless, reliable and installed without a whole lot of hassles or attitude.

Dan Wagner

Duke Ellington knew how to swing.

Executive Producer, Imagine That Productions

force of personality, Duke brought out the best in his musicians. He radiated an aura of conviction, vision and passion. You could see it in his eyes. And it rubbed off on everyone around him.

THE CONCENTRIC PERSONALITY

ENTHUSIASTIC, ENERGETIC Every day we go to work, we thrive on challenges we roll up our sleeves, get down to business and help businesses flourish. We have a passion for helping businesses run better, easier, smoother and more efficiently.

CUSTOMER-CENTRIC Our goal is to provide solutions. We do this by listening to our customers and looking at their businesses from their perspective. From there, we provide tailored solutions for their specific situation.

INTELLIGENT, CREDIBLE, HUMAN Above all, we talk to customers in their own language, one person to another. We are responsive and encouraging.

core attributes

The mighty

I have been a Concentric customer for several years now and your customer service never ceases to amaze me. Today I had a question concerning my account and received a very professional and precise explanation of my options from a support representative through the use of your real time customer support chat room. I just wanted to let you know about this and say JOB WELL DONE!!

Richard Mackay

Th e Sam urai li v e d b y a d if ferent code.

Dial Access Customer

Japanese warrior perfected a special code of honor, known as Bushido. Whether in battle or daily life, he was to follow it rigidly. Its no wonder they were respected everywhere they went.

OUR PRINCIPLES
Legends always have one common thread a strong conviction in a simple set of beliefs. For Concentric, its no different. 1. We are the companys greatest asset. 2. The customer is our #1 priority. 3. We compete aggressively, stressing speed and urgency. 4. Teamwork is how we get things done. 5. Moral and ethical behavior is the foundation for all our actions.

O U R M I SSI O N
To be the leading provider of e-business services to the small and medium-sized enterprise market worldwide.

There wa snt a fo o t b a l l p l a y e r i n t h e c o un try that wouldnt p l a y f o r K n u t e R o c k n e. W h e n s p e a k i n g t o a y o u n g r e c r u i t, a l l h e h a d t o s a y w a s t h i s: S o n, w ev e g o n e 10 5 -12- 5 w i t h 5 u n d e f e a t e d s e a s o n s. N o w w h e r e i s i t t h a t y o ud l i k e t o s t a k e y o u r f u t u r e? A n d t h e n t h e r es t h e C o n c e n t r i c l e g a c y.

Special Recognition Award The Web Server List

Best Enterprise ISP Most Innovative ISP Network Computing Magazine

Ranked 6th Fastest Growing Company in Silicon Valley Deloitte & Touche

Silicon Valley Technology Fast 50 Deloitte & Touche

Most Innovative ISP Inter@ctive Week Magazine (98 & 99)

Top 5 Premier Web Host Company

Top 500 Technology, Media, and Infrastructure Company

ISP of the Year Go Inside

Nortel Networks is excited to be working with Concentric Network to provide a full suite of backbone, remote access and network management solutions. Consistent with Concentrics recognition as Most Innovative ISP, our collaboration has resulted in a number of innovative marketing programs such as a virtual VPN seminar.

Awards identify those with exceptional performance and quality. Our awards testify that we are recognized by critics and peers as leaders in our field. These are just some of the awards weve won to date. The ultimate proof of Concentrics leadership, though, is not industry recognition its market acceptance. In a very short time, Concentric has become a leading provider of e-services to small businesses. In the two key e-service categories, DSL and Web hosting, we hold the number one and number two market share positions.

James Dondero Director of Service Provider Marketing, Nortel Networks

standing out in a crowd

From his

Branding is a strategic asset; its a competitive advantage that will set Concentric apart from the pack. Our brand is the summation of our people, culture, programs and values; it is the vehicle that will put Concentric into the mindset of businesses worldwide. Branding will open doors.

Henry R. Nothhaft Chairman, President and CEO of Concentric Network

E veryone knew th e m a n M u ham m ad Ali.

HOW DO YOU WANT TO BE REMEMBERED?
Brand recognition is crucial to standing out, capturing customer attention and maintaining loyalty in a competitive market. As a representative of Concentric, you have a great deal to do with the image, personality and brand of Concentric. How you interact with customers, the words you use

poetry of words to his display of boxing flair, Ali stood out among the masses of nameless boxers. When he spoke, he told you exactly what he was about. And no one ever forgot.

when you talk about Concentric, and the images we use in written and online communications all affect how customers will perceive Concentric.

From the receptionist at the front desk who greets every visitor, to the engineer who creates innovative new products, to the salesperson who works with customers to find and implement solutions our voice is you. You are our lifeblood.

C O N C EN T R I C B R A N D I C O N S
THE LOGO, TYPEFACES, DESIGN, COLORS, MUSIC, VOICEOVER, AND OTHER EXECUTIONAL ELEMENTS USED TO DELIVER THE MESSAGE AND THE PERSONALITY. The Brand Style Guide is the look and feel of our brand icons that make up the face of Concentric. These sensory cues provide instant recognition in our advertising, brochures and stationery.

CORPORATE HEADQUARTERS
1400 Parkmoor Avenue San Jose, CA 95126 Ph: 408-817-2800 Fax: 408-817-2810

SAGINAW OPERATIONS
4450 Fashion Square Boulevard Saginaw, MI 48603 Ph: 517-249-6500 Fax: 517-249-6510

IRVINE OPERATIONS
16842 Von Karman Avenue, Suite 450 Irvine, CA 92606 Ph: 949-567-5000 Fax: 949-567-5010

CHICAGO OPERATIONS
427 South La Salle Street, Suite 400 Chicago, IL 60605 Ph: 312-583-4600 Fax: 312-583-4619

ST. LOUIS OPERATIONS

944 Anglum Road Hazelwood, MO 63042 Ph: 314-506-3356 Fax: 314-506-3319

SECAUCUS OPERATIONS
110 Meadowlands Parkway Secaucus, NJ 07094 Ph: 201-558-4900 Fax: 201-558-4910

UK OPERATIONS
113-123 Upper Richmond Road London SW15 2TL United Kingdom Ph: +44 20 8957 1250 Fax: +44 20 8957 1240

NETHERLANDS OPERATIONS
Televisieweg 2 1322 AC Almere The Netherlands Ph: +31 36 5462400 Fax: +31 36 5462424

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www.concentric.net

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2000 Concentric Network Corporation. Concentric Network Corporation is a registered trademark. The Concentric logo and Your Internet Service Partner are trademarks of Concentric Network Corporation. Part #CORP-007A-BB-0300