For marketing executives and brand managers in high-tech, telecom or almost any ultra-competitive marketplace, good editorial coverage matters 10 times more than good advertisements. SandCraft develops and markets advanced superscalar microprocessors for high-performance networking equipment, laser printers and high-end consumer applications, based on the MIPS Instruction Set Architecture. They desired a marketing and pr strategy which would position them as the world's market share leader in 64 bit CPUs. Morphoses would be required to direct, write, and position SandCraft's product launches and analyst tours.

Effective high-tech public relations is all about making connections. Customers. Print journalists. Financial analysts. Venture capitalists. Prospects. Online reporters. Government officials. TV producers. The challenge for Morphoses would be to differentiate SandCraft from it's competitors while building SandCraft's brand. Strong public relation campaigns rely on one message carried through a combination of traditional PR initiatives such as media relations and creative tactics. Through editor and analyst briefing Morphoses builds SandCrafts brand into a market share leader.

SandCraft is consistently featured in its top trade publications from front cover stories to full featured articles:

	Chip makers throttle performance to meet price targets EETimes, July 2, 2003
	Sandcraft shrinks cache size to cut CPU cost EETimes, June 24, 2003
	SandCraft shoots for value in embedded ebn, June 24, 2003
	SandCraft Selects Circuit Semantics e-inSite, May 29, 2003
	HyperTransport Consortium adds eight member companies Semiconductor Business News, March 11, 2003
	MIPS64 Processors Communication Systems Design, February 15, 2003
	MIPS rolls out faster 64-bit RISC core, promises 1-GHz at 0.10-micron process Semiconductor Business News, February 14, 2003
	SandCraft to pursue 'multipipelining'. EETimes, February 12, 2002
	SandCraft claims to be shipping fastest 64-bit MIPS processors at 600MHZ. Semiconductor Business News, February 11, 2002
	MIPS processor Communication Systems Design, December 3, 2001
	SandCraft delivers world's highest performance MIPS processor E-inSite, October 16, 2001
	SandCraft Rolls 800Mhz MIPS Processor Electronic News, October 15, 2001
	SandCraft Delivers World's Highest Performance MIPS Processor D&R Headline News, October 15, 2001
	Big players invest in SandCraft ComputerUser.com, February 22, 2001
	SandCraft raises $35.5M The Deal.com, January 18, 2001
	SandCraft Heading to Actual Silicon Electronic News, January 15, 2001
	Cisco drops cash on networking chip start-up CNET News.com, January 16, 2001
	Dealflow Dashboard Red Herring, January 16, 2001
	PowerPC battles MIPS on the network front EE Times, January 14, 2001
	Cisco buys stake in SandCraft Electron Buyers News, January 12, 2001

The vast potential of the Internet has made household names out of companies ranging from Yahoo! to Amazon.com. And the best is yet to come as new companies push the boundaries of technology. This increasing consumption of technology has created - and continues to create - markets with billions of dollars at stake, and thousands of companies vying for the sale. With so many choices available, technology buyers gravitate toward companies that clearly communicate with credibility, consistency and differentiation. The articles listed above speak for themselves. Morphoses has positioned SandCraft as the top story in all the relevant industry trade publications consistently through each product launch.