The ISIS Power Brand...

Okay... I like these kinds of stories.

A lot of my job is brand building. For all intents and purposes, we are starting from the bottom. We're bringing new electrical technology into a market that hasn't seen innovation in wiring since the Model T. We spend a lot of time with magazines working on editorial coverage, tons of time updating the website and the blogs, going to shows, setting up sponsorship and handling TV coverage. Most importantly, we spend a lot of time talking to customers. Our goal is to make everyone aware of ISIS, and get the same recognition as other brands like MSD, K&N and Holley. When guys think about wiring their cars, we want ISIS Power to come to their minds.

A lot of you know Chris Loubier from I Squared Engineering. They originally brought multiplex technology to the enthusiast market about 5 years ago with their Million Mile Systems and their 1+1 System. They have been our partners for a long time now. For those who know Chris or have spoken to him over the phone, he is a scary smart guy and very passionate about his technology.

Chris had an extra welder in his shop that he wasn't using so he put out an add to sell it. A few nights ago, two guys came by to look at and buy it. While one guy was checking out the welder, the second casually asked Chris what he does in his shop.

In true Chris Loubier fashion, he started to explain that he develops electrical systems for vehicles, with micro-controllers that can scale easily using multiplex technology. While he was going through the technical details of what he did, the guy interrupted him and said "Oh, you mean something like ISIS?". He knew what Chris was talking about just by his technical description.

It turns out that this guy had been reading all about us in the magazines, saw us on Two Guys Garage, even talked to me at SEMA last year. He is just started working on a Camaro project and is going to use our ISIS 3-Cell Kit to wire the car.

As I said above, I really like stories like these. It shows me that our PR and branding efforts are working. Most importantly, we have found that our customers are our best sales people and advocate for us all of the time. We're proud of the ISIS Intelligent Multiplex System and the service that we offer to our customers.