Melinda Ridgley Named Vice President at Brandt Ronat + Company

2008-05-28T16:03:12Z

Merritt Island, FL, May 29, 2008 — Melinda McNab Ridgley has been named Vice President/Accounts at Brandt Ronat + Company, a firm specializing in Analytical Creative™—a strategic creative development process aimed at providing organizations with evidence-based actions in communications planning, advertising and decision-making. As Vice President, Ridgley will continue to take on executive-level business functions within the firm, with a primary focus on senior level management of client relationship development. “Melinda Ridgley is an exemplary thinker, experienced in planning and helping organizations execute strategic marketing across many types of opportunities both locally and internationally,” said Linda Brandt, CEO of Brandt Ronat + Company. “Mel’s expertise in both external and internal communications initiatives serves our current clients well and positions her to help Brandt Ronat expand into other markets, including continuing to grow our healthcare marketing segment.” Meet Melinda Ridgley for a short question and answer session here. ]]>

Linda Brandt and Melinda Ridgley Recognized by Space Coast Business

2008-05-01T16:21:29Z

Brandt Ronat and Company's Linda Brandt has been recognized as one of Brevard's 100 most influential business leaders, while Melinda Ridgley was identified as an up-and-comer for the same list. The list attempts to pinpoint Brevard businesspeople with a wide sphere of local influence who facilitate change, have a successful track record, and who rally others to act, among other things. You can read the Space Coast Business article here.

BR+C Wins ADDY™ Awards—2008

2008-03-15T18:57:47Z

March 2008—Brandt Ronat + Company once again made a strong showing at the Space Coast Advertising Awards, winning five GOLD ADDY™ AWARDS and five SILVER ADDY™ AWARDS. COLLATERAL MATERIAL - Annual Report, Four-color GOLD ADDY Health First, Inc. Community Report

COLLATERAL MATERIAL - Annual Report, Four-color SILVER ADDY LEAD Brevard/EDC-YP Brochure

OUT OF HOME - Outdoor Board, Flat SILVER ADDY Lawler Centre Cosmetic Surgery — We can be gentle...

NEWSPAPER - Specialty Advertising, Single Insert GOLD ADDY The Viera Company - Your Guide to the West Viera Expansion

NEWSPAPER - Campaign, Color GOLD ADDY Viera Builders, Inc. -- Integrity, Quality, Innovation Ad Series

INTERACTIVE MEDIA - CD/DVD, Business-to-business SILVER ADDY Economic Development Commission of Florida Space Coast Interactive Annual Report

CONSUMER, REGIONAL/NATIONAL SILVER ADDY The Viera Company, Viera even better Campaign

ADVERTISING INDUSTRY SELF-PROMOTION Creative Services and Industry Suppliers, Interactive GOLD ADDY Brandt Ronat + Company, BRC60.com website

ELEMENTS OF ADVERTISING LOGO GOLD ADDY Bridges Logo

LOGO SILVER ADDY Ridgley Commercial Real Estate, Logo ]]>

Viera Wins ADDY Awards

2008-03-14T19:50:33Z

The Space Coast Advertising Federation recently held the 24th Annual ADDY Awards and Brandt Ronat + Company was honored in several categories including significant work featured here for the New Town of Viera, a master planned community located in the heart of Brevard County, Florida. The Viera Company - Viera, Even Better. Category: Campaign, Mixed-Media, National Consumer Download file Download file This campaign represents some interesting situational strategic shifts and background. Situation: Throughout the real estate boom our local market drove new home sales at a ratio of 6 out of 10 new home buyers coming from Brevard County. This strategically drove a large media presence and expenditure locally in print. But as the change in the real estate market started to present itself, we were flexible enough to shift our strategy to focus on a more expansive national audience. Additionally, we needed to find economical ways to make that outreach happen. So, in part we shifted our focus to the interactive arena and www.floridatoday.com which at the time was averaging 900,000 unique visitors a month to their site. This shift allowed us to cover the national audience as well local market at approximately a third of the cost of newspaper print. Results: • Our interactive banner ads click thru ratios consistently rank 2 to 3 times higher than the national average • Website traffic on www.viera.com has doubled in a down real estate market in only one calendar year Find out more about Viera at www.viera.com

Other 2008 ADDY Award Winners for Viera: The Viera Company- Your Guide to West Viera Expansion Category: Newspaper Specialty Advertising, Insert Download file Click to view an online version of "Your Guide to West Viera Expansion"

Viera Builders, Inc - Integrity, Quality, Innovation Ad Series Category: Newspaper Campaign, Color Download file

Couple Named Volunteers of the Year

2007-10-26T22:01:51Z

by Wayne T. Price FLORIDA TODAY The Economic Development Commission of Florida's Space Coast named Bryan and Melinda Ridgley as its volunteers of the year. George Mikitarian, the commission's board chairman, said the Ridgleys were recognized for "their service to the EDC, with a new type of passion, commitment, determination and a gut for knowing what's right when they see it." The Ridgleys formally received their recognition Wednesday night at the commission's annual investors meeting in Melbourne. The couple traveled across the country and spent a considerable amount of time reviewing the policies and practices of other economic development commissions to see what systems worked best and how to apply them locally. They also worked on recruiting new investors to the commission and helped in retaining members. Bryan Ridgley, 31, was born and raised in Brevard County and is the broker-owner of Ridgley Commercial Realty in Melbourne. Melinda Ridgley, 30, is an accounts supervisor at Brandt Ronat + Co. on Merritt Island.

Brandt Ronat + Company Recognized by Brevard Heritage Council

2007-05-25T16:33:14Z

May 25, 2007—Merritt Island, FL Brandt Ronat + Company’s (BR+C) headquarters at 60 McLeod Street, Merritt Island, was recognized by the Brevard Heritage Council for the renovation and recovery of a vintage building. The Brevard Heritage Council is an organization dedicated to the historical preservation of Brevard County. Founded in 1989, Brevard Heritage Council strives to encourage preservation, education, restoration, maintenance and responsible renovation of vintage properties. The architect for the 60 McLeod property was Craig Suman of Holeman Suman Architects, Inc. Edward Jaynes Company, a Merritt Island general contractor and remodeling specialist, handled the renovations. Nominations were reviewed by an independent architect who specializes in historic homes. ]]>

Brandt Ronat + Company Wins District ADDY® Award

2007-05-16T21:35:45Z

May 7, 2007—Merritt Island, FL Brandt Ronat + Company (BR+C), has received a 4th District American Advertising Federation (AAF) Award for the Heart, Soul, Peace and Courage strategic campaign created for Health First. The Heart, Soul, Peace and Courage campaign launched the opening of the $135 million Heart Center and Emergency Department/Trauma Center at Holmes Regional Medical Center, one of three hospitals in the Health First system. The campaign was developed by BR+C’s Jenise Osani, Illustrator and Designer, and Melinda Ridgley, Account Supervisor. The AAF’s ADDY® awards are the industry's largest and most representative creative competition honoring creative excellence in advertising. The 4th District AAF encompasses Florida, Puerto Rico and the Caribbean.]]> “One of the strategies behind the hand-drawn illustrations was to set the tone for a series of elegant and informative events. We are proud of the role BR+C played in Health First’s launch of significantly expanded capabilities in the community,” said Ridgley. “Health First trusted us to create a campaign that was unique for a healthcare system and it was a success. It is a great accolade to receive this award among the best of our peers in larger markets including Miami, Tampa, Jacksonville and Orlando,” said Osani. Brandt Ronat + Company (BR+C) is a mature design firm known for creating brand strategies and high-quality marketing solutions, advertising and collateral systems for clients in financial, healthcare, real estate development and retail. Recent work with Health First, The Viera Company, Gatto’s Tires and Auto Service, Space Foundation (Colorado) and Our Families Our Future (Wyoming) involves reaching customers in hard-to-capture categories or circumstances and in complex environments where messaging is a challenge. The American Advertising Federation (AAF) represents nearly 50,000 advertising men and women in all industry segments. The 4th District AAF Represents over 2,000 advertising professionals in Florida, Puerto Rico and the Caribbean participating via 25 local chapters. AAF’s mission is to protect and to promote the well-being of advertising. This is accomplished through a grassroots network of advertisers, agencies, media companies, local advertising clubs and college chapters.

BR+C Wins ADDY™ Awards—2007

2007-02-25T19:26:12Z

February 24, 2007—Merritt Island, FL Brandt Ronat + Company was honored by the Space Coast Advertising Federation with 13 Gold ADDY™ and 11 Silver ADDY™ awards, or 24 awards representing 22 categories. Additionally, B R + C received the BEST OF SHOW PRINT award for work accomplished for Health First, for the opening of their new Heart Center. Of the 24 ADDY™ awards, 18 were judged the highest rated in their category and advance to the 4th District Competition level. The 4th District encompasses Florida, Puerto Rico and the Caribbean. BEST OF SHOW PRINT:
View Image ]]> BEST OF SHOW PRINT illustrations (above), created for client Health First, by Jenise Osani of B R + C, were used to help open the new $131 million, 8-story Heart Center and Emergency Department/Trauma Center at Holmes Regional Medical Center, Melbourne, Florida. The hand-drawn icons provided branding for the events surrounding the opening and were utilized on a series of invitations, in community-awareness ads, incorporated into the decor at the events and visible in special behind-the-scenes tours. ADDY™ AWARD WINNERS:
View Image Special Event Material, Campaign Gold ADDY Health First - Heart & Soul Special Event Campaign View Image Point of Purchase (POP), Counter Top or Attached Gold ADDY Health First - Heart/Courage: EMS Professionals View Image Point of Purchase (POP), Free Standing Gold ADDY The Viera Company - Home Discovery Center Kiosk View Image Point of Purchase (POP), Free Standing Gold ADDY Design Studio Ferrazzano - Tile Display View image Audio/Visual Sales Presentation Silver ADDY The Viera Company - Home Discovery Center Interactive View Image Annual Report, Four Color Silver ADDY The Space Foundation - The Space Report View Image Brochure, Four-Color Silver ADDY The Space Foundation - The Case for Space View Image Publication Design (Magazine or Book), Cover Silver ADDY The Viera Company - Viera Vision View Image Special Event Material, Invitation Gold ADDY Health First - Heart & Soul Heart Center Opening VIP Invitation View Image Sales Promotion - Product or Service Sales Presentation, Menu Gold ADDY The Inn at Palmer Divide View Image Direct Marketing - Campaign, Flat Gold ADDY The Viera Company - Viera Pilot-Targeted Direct Mail Campaign View Image Specialty Advertising, Other Merchandise Silver ADDY Health First - iCARE for Trauma Professionals and Sales Presentation View Image Out of Home, Outdoor Board, Flat Silver ADDY The Viera Company - Viera- Discover New and Old Friends View Image Site, Interior Silver ADDY The Viera Company - Home Discovery Center Interiors View Image Out-of-Home, Campaign Gold ADDY The Viera Company - Viera Find Your Place View image Consumer or Trade Publication - Campaign, Four Color Silver ADDY Palm Bay Developers - PS: My Palm Springs Campaign View image Newspaper Campaign, Color Silver ADDY Palm Bay Developers - PS: My Palm Springs Campaign View Image Interactive Media - Web Sites, Consumer, HTML/Other Silver ADDY Cory Lawler, MD - Lawler Centre Web View image Mixed Media Campaign - Consumer, Local Gold ADDY Health First - Heart Center Opening Campaign View Image Public Service Gold ADDY Health First Foundation - Grape Escape View Image Creative Services and Industry Suppliers, Stationery Package Gold ADDY Brandt Ronat + Company Move Forward Stationery Package View Image Elements of Advertising - Logo Silver ADDY Palm Bay Developers - Indian River Preserve Identity View Image Illustration, Single Gold ADDY Health First, Heart Center, Peace Illustration BEST OF SHOW PRINT:
View Image Illustration, Illustration Campaign Gold ADDY (BEST OF SHOW PRINT) Health First - Heart, Soul, Courage & Peace Illustration Series

To inquire about the Health First campaign, contact melinda@brc60.com

To inquire about the Viera Home Discovery Center or Interactive Kiosk, contact ryan@brc60.com

To inquire about The Space Foundation books, contact linda@brc60.com

If you would like to leave a general comment or just say hello, use the form below to become a part of this forum. We'd love to hear from you.

BRC Expands into New Space and Experiential Marketing Arena

2007-02-02T22:56:55Z

Merritt Island, Fla., Feb. 2, 2007—Brandt Ronat + Company, a strategic creative firm, recently restored an abandoned 1920s-era Mediterranean Revival building in a Merritt Island redevelopment area and moved into the building, located at 6o McLeod Street. The move allowed the company to expand their square footage while making a leap in improving their capabilities. The larger space will open up exciting new challenges for their in-house design and development teams. ]]> “We’ve gained some important open studio space,” said William Ronat, Executive Vice President and co-owner of Brandt Ronat + Company. “Now it will be easier for our people to work on large-scale work like retail display, interactive kiosks and trade show structures. That was one of the reasons for the move. Finding a unique property that could be both productive and creative was a must. Discovering that we could have it all and do something significant to upgrade a neighborhood in a redevelopment area was just the icing on the cake.” Much larger than Brandt Ronat’s former location, the new headquarters allows the firm to offer an expanded range of services to their clients, including development of solutions in experiential marketing. One such project was the development of the prospective home-buyer “experience” for The Viera Company’s Home Discovery Center, where Ryan Brandt and Project Director, Jenise Osani, led the efforts. “The Viera Company gave us a tremendous challenge,” said Ryan Brandt, long-time Account Supervisor on the account, “to capture prospective customers through traditional and non-traditional advertising. We find customers in many ways, including, of course, the Internet, then follow their responses, assess their needs and create traffic to the Home Discovery Center. Once the potential client arrives, they find a comfortable environment that is the most advantageous setting to both the customer seeking a new home and to the real estate professionals selling those homes. From initial message to on-site experience and follow-up strategies, we have the responsibility to build the strongest messages we can while flexing to meet the demands of the market and the logic of a budget. It’s a role we take seriously.” A catch phrase among today’s professionals, experiential marketing is considered a hot new arena for communication strategists and design professionals. Sometimes defined as the science of providing the encompassing and empathetic environment in which customers are encouraged to sense, feel, think, act, relate and connect optimally with product, services, company or issues, it can (and should) involve every part of the customer experience. According to Joseph Pine and James Gilmore, in The Experience Economy, the authors suggest that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience." When it came to the Home Discovery Center, Brandt Ronat + Company’s Jenise Osani took the lead. As Project Director, Osani’s experience on Jack-in-the-Box and Coca Cola environmental branding, coupled with her design work on the Viera Company account, was the skill set required to develop the solutions. “We had many areas of concern going in,” said Osani, “from providing clear messages about product quality and company values to controlling information gathering and traffic flow. We created standing information kiosks and restaurant-like seating to accommodate multiple small groups while assuring comfort and privacy. We created a new system of customer input and reinvented the collateral takeaways. One of the pieces that provided the most satisfaction, for creative team and clients alike, is the creation of the history room, which provides a view of the company and history of the land, therefore also helping to provide some bonding and connectivity between customer and the homes considered for purchase. To be effective in this kind of endeavor, you need to follow all participants in the sales process every step of the way.” The extra space at Brandt Ronat also allows for improvements in hardware, including enough room for large format printers, which allow for the production of high-quality proofs and on-site prototyping or execution of some unique small-run specialty collateral. “We’re a highly creative firm,” said Linda Brandt, co-owner and CEO of Brandt Ronat, “and sometimes our good ideas for our clients need to be prototyped here, refined, then tried out on sites—actually tested in the intended environments. We can do that for our clients on a site-by-site basis, get client (and client’s customers) feedback to get it perfect, before we spend budget at multiple locations or make changes system-wide. This kind of creative testing laboratory is ideal for our talents and helps create some inventive and cost-effective communications avenues for our clients.” Brandt Ronat + Company is a mature design firm known for creating branding strategies and high quality marketing solutions, advertising and collateral systems for clients in financial, healthcare, real estate development and retail. Recent work with Health First, The Viera Company, Gatto’s Tires and Auto Service, Space Foundation (Colorado), Our Families Our Future (Wyoming), and IDB-IIC Federal Credit Union (Washington, D.C.) involves reaching customers in hard-to-capture categories or circumstances and in complex environments where messaging is a challenge. The Brandt Ronat + Company renovated headquarters, at 60 McLeod, Merritt Island, Florida, has received awards from three sources: the Merritt Island Redevelopment Agency, the Merritt Park Place Group, Inc., and jointly from Keep Brevard Beautiful, Florida Today and the Home Builders and Contractors Association of Brevard County.

Brandt Ronat + Company Earns National Recognition

2006-11-06T21:50:48Z

Merritt Island, Fla., Nov. 6, 2006—Brandt Ronat + Company (BRC) earned national recognition with two 2006 American Graphic Design Awards for excellence in communication and graphic design. Of the 10,000 entries submitted by design professionals, from large advertising agencies to boutique design firms, only 10 percent received awards. The 2006 American Graphic Design awards are presented by Graphic Design USA, a news magazine for graphic designers and other creative professionals published since 1963. The competition was sponsored by Adobe Systems Incorporated and the judges have been recognized themselves for excellence in design.]]>

Duran Golf Club Sales Kit
(click image to view larger)

North Solerno Sales Kit
(click image to view larger)

BRC received awards for real estate development and sales promotion accomplished for The Viera Company’s North Solerno community and Duran Golf Club communities.

North Solerno is a community of neighborhoods in the New Town of Viera. Wyndham at Duran is a gated community in Viera on the Duran Golf Course, Florida’s exceptional golfing experience. The town of Viera is a master planned community comprised of approximately 22,000 acres in Brevard County with more than 16,951 residents and 7,213 beautiful homes. The BRC team is proud to receive national recognition for both entries.

“It is an honor to be recognized by peers on a national level, but our client partners at The Viera Company are truly the ones who should be recognized. We appreciate the opportunity and trust they give us, which makes all of this possible,” says Ryan Brandt, Vice President of BRC.

Brandt Ronat + Company provides strategic creative services in all phases of brand management, collateral development and sales promotion, working for such diverse clients as Space Foundation (Colorado), The Viera Company, Economic Development Commission of Florida’s Space Coast, Gatto’s Tires & Auto Service and Our Families Our Future (Wyoming).

Brandt Ronat + Company Wins 23 ADDY Awards at the Space Coast Advertising Competition - 2006

2006-02-01T22:22:52Z

Melbourne, Florida, Feb., 2006: The Space Coast Advertising Federation honored Brandt Ronat & Company with 23 awards in 19 categories, including 11 Gold ADDY™ awards and 12 Silver ADDY™ awards. 15 ADDY™ awards were the highest rated in their category and advance to the 4th District Competition, which encompasses Florida, Puerto Rico and the Caribbean. http://www.brc60.com/BRCNews/Feb2006ADDYs.html"

Discovery Takes Flight

2005-07-26T22:33:36Z

At the invitation of our friends at Florida Space Authority, Bill and I were able to watch as the Space Shuttle Discovery (STS-114) made a breathtaking return to space this morning. We thought you might enjoy seeing a few of the images that we captured at the event. Linda http://www.brc60.com/BRCNews/julySTS.htm

BRC Wins Four ADDY Awards at the State Level (2005)

2005-05-01T22:42:20Z

Orlando – Brandt Ronat & Company took home four prestigious ADDY Awards which were presented at the Fourth District American Advertising Federation Annual Conference and District ADDY ® Awards Gala. The event was held May 14 at the Church Street Presidential Ballroom. The Fourth District represents over 2,000 advertising professionals in Florida, Puerto Rico and the Caribbean. The American Advertising Federation's ADDY® Awards honor creative excellence in advertising and cultivate the highest creative standards in the industry. Competing against advertising agencies from the region’s major metropolitan areas, including Miami, Tampa and Jacksonville, Brandt Ronat & Company was recognized for work on web sites, animation for video production and printed collateral. http://www.brc60.com/BRCNews/may2005ADDYs.htm

BRC Wins Best of Show and Best of Electronic at the Space Coast Advertising Competition (2005)

2005-02-01T23:28:57Z

Melbourne, Florida, Feb., 2005: The Space Coast Advertising Federation honored Brandt Ronat & Company with the top award: Best of Show. BRC earned awards in 21 categories, including twelve Gold ADDY™ awards and fourteen Silver ADDY™ awards. 16 ADDY™ awards were the highest rated in their category and advance to the 4th District Competition, which encompasses Florida, Puerto Rico and the Caribbean. http://www.brc60.com/BRCNews/Feb2005ADDYs.htm

Florida Today Article featuring a quote from Ryan Brandt

2004-04-23T20:32:18Z

Idyllic names strengthen home sales BY DONNA BALANCIA and JAVIER MOLINARES FLORIDA TODAY When Del Ramage bought her house in Baytree 10 years ago, she knew from the name of the development that her home had to be set in an idyllic surrounding. "I imagined it was called 'Baytree' because of the trees and the lakes," Ramage said. "But, really, what I found was it was a small, gated community, and that's what ended up selling me. There are people who have bought in here and built because of the name. It's the best place to live." ]]> Generally, names like Four Winds or Solana Lake conjure up powerful and attractive images. But names that convey gorgeous pictures do more than give a distinct flavor to a development. They sell homes. Marketing and advertising specialists say the name is one of the most critical of sales tools. It also is among the first considerations in building a community. In Brevard County, $1.08 billion worth of new homes, condos and apartments were built last year, representing a key sector of the local economy. "A name is a perfect opportunity to begin to sell a story that is meaningful and marketable, whether your product is coffee or real estate. Every part of 'the story' plays a part in the potential customer's decision-making process," said Ryan Brandt, an account manager with Melbourne-based advertising company Brandt Ronat & Co., which specializes in real-estate branding. "I wouldn't give any potential customer a reason to even consider a different product than my own," he said. "In order to accomplish that, you need to consider the impact in every detail of your product wherever possible. A name is an opportunity to do so." The power of images Real-estate professionals know the power of using an alluring name. Heron Crest, Majestic Oaks and Waterford Lakes are among some of the creative monikers Coy Clark, a Melbourne-based developer, has used for his developments. "When I initially put a property under contract, I look around the area and I try to identify the property with an area if possible," said Clark, a developer of Baytree, located between Viera and Suntree. "I was up there in Viera one day looking at the property, and there were these bay trees. They have big, beautiful flowers and they're gorgeous. It struck me right then: That's a pretty name and it's a pretty flower. So we used the name and the symbol of the bay-tree flower." Clark is in the midst of building Four Winds, a six-unit luxury condominium complex complete with boat docks by the Chart House restaurant on a peninsula in Melbourne. The name Four Winds was an easy one, he said. When you go out to the peninsula, you can feel the ever-shifting wind, coming from four directions. Millie Wasdin is director of sales and marketing of Homes by Towne on Merritt Island. Her company represents properties with names like Solana Lake in Cape Canaveral and Whitley Bay West in Cocoa. She said the names of her properties are not the stuff of fiction; Solana Lake is really on a lake and Whitley Bay -- while not exactly on a bay -- is situated on the Indian River. "I think condominium buyers recognize when false marketing is taking place, and it sets a bad tone for the whole experience," Wasdin said. Sometimes, condominiums and subdivisions are built based on Mediterranean styles, so it's a natural to name these projects in languages of that region. Solana Lake is an example. " 'Sol' translates to 'sun' in English and 'Ana' gives a feminine touch to the development," Wasdin said. Franck Kaiser Jr., executive vice president and chief executive officer of the Home Builders & Contractors Association of Brevard, said it is critical for a community to have a unique name. Kaiser said developers usually select names that reflect the nature or locations of a community. That includes the characteristics of the development; the history of the area; and special surrounding features, such as the ocean, a public golf course, important roads or a river. "The No. 1 rule is not to duplicate an existing name in the county," Kaiser said. "Developers usually select names that reflect the nature of the community. Also, there are legal reasons that names are not duplicated. For example, there is the legal recording of plats and so forth. They can't have the same name." Kaiser said the trend toward putting a fancy name on a development is a relatively recent trend in Florida. "Many times, they name a development after cities in California," he said. "Or they'll find something that illustrates the mood of the community or the style. A lot of this started in California, probably in the 1970s." Get the feeling But there are other important reasons that a community should have a unique name, said Clark, whose Four Winds condominiums are selling in the $1.5 million range. Clark said, while some may disagree, the name of a place can have appeal, even if it's on a subconscious level. "It may be just my opinion, but I think people react to names," Clark said. "They like a subtle name, a meaningful name and it has to feel right to them. It may appeal on a subconscious level." Clark said one of the reasons his upscale condominium development was named Four Winds was because it had a powerful image. "I think people look at a catchy name, and they notice something pleasing to them," he said. "I feel that Four Winds has an upscale connotation to it and it is certainly an upscale project." He also noted that another one of his buildings, Reflections on the River, an office building on U.S. 1, has an all-glass front to reflect the oak trees. Some developers, however, do not consider a name a significant influence in the buyer's decision. Among those is David Barin, division president of Mercedes Homes. "I don't think the name has any influence in the buying process, but it could be a deterrent if the development is named wrong," Barin said. "If you pick a name that might offend somebody, people don't buy." Barin said a clear name that is easy to pronounce and easy to remember can help the marketing and advertisement process, which is the starting point of the buying process. Contact Balancia at 242-3647 or dbalancia@flatoday.net

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