Arizona Republic from Phoenix, Arizona • Page A10

10A 6,2015 THE ARIZONA REPUBLIC Gas prices The average price of a gallon of regular unleaded gasoline Monday (left) compared with a month earlier: AREA MONDAY LAST MONTH East West Source: AAA Arizona (http://fuelgaugereport.aaa.com/states/arizona/arizona-metro/) Salt River board members voted Monday to temporarily reduce customer bills by about $1a month from November to April. The electricity and water utility overcollected a fee that funds renewable energy and efficiency efforts a nd thus can afford to reduce the fee while still meeting its goals for those programs. The average winter bill for residential customers is xpected to be $83.37 this year with the reduction. self-imposed goal for sustainability by 2020 is to meet 20 percent of its electricity sales with renewable energy for example, solar and efficiency pro- ects such as appliance rebates. SRP meets about 12 percent of its energy sales with hose resources today.

board votes to lower monthly bills by about $1from Nov. to April RYAN RANDAZZO THE REPUBLIC i AZCENTRAL.COM CHARLIE REPUBLIC Salt River Project overcollected a fee that funds renewable energy and efficiency efforts. UTILITIES results Dow Jones 16,776.43 Nasdaq 4,781.26 1,987.05 REACH US KATHY TULUMELLO, BUSINESS EDITOR, KATHY.TULUMELLO@ARIZONAREPUBLIC.COM BUSINESS.AZCENTRAL.COM More business news: Find coverage of cutting-edge ompanies, national and global economic trends, and the markets each day in Money. Section Ihave no special tale nts, I am just passion- a tely curious. Albert Einstein While this quote by a enowned genius may come across as elf-effacing, it makes a point relevant understanding your molecule.

Here is what I mean: You eed to be a famous expert to understand the elements that make up your brand what matters most is your inquisitiveness. It is your willingness to onder and ask questions that enables you to gain understanding that you can se to build your value to your customers. Crunch and munch. Brand elements fall roughly into two categories, angible and intangible. This is analogous to the division of elements on the eriodic table between metals and nonmetals.

The tangible elements are your physical and descriptive attributes. These elements are easiest to i dentify and many firms consider them he most important to their brand. Pic- ure a handful of Doritos corn chips. Even without the bag (and maybe even blindfolded) you will likely recognize this famous snack food by its shape, texture, what it sounds like, tastes like. hape, texture, sound and taste are xamples of the tangible elements on he brand table put together by ASU researchers in design and marketing.

While this table is not exhaustive, it serves as a great starting place in your earch to uncover your unique olecule. ooked on a feeling. Intangible elements are more complicated, yet often carry considerably more weight in etermining a value. The table published by the Los Alamos National Laboratory divides elements into categories based on common characteristics (i.e., metalloids, halogens and noble gases). The brand table structures elements according to current and emerging indings by researchers.

Intangible elements depend on the subjective perceptions your customers have of your rand and the meaning they ascribe to it. Picture the Fiat 500L. How do you eel about this car? Aficionados find it friendly, open and cheerful. What are our attitudes toward the brand? Many owners have a strong affinity toward NANCY GRAY GETTING STARTED Inquisitiveness on your part matters most in brand building When health insurance costs swelled totals that gave even a physician headaches, Dr. Dave Berg co-founder of Arrowhead Health Centers, collaborated with friend, businessman and former Phoenix Mayor Paul Johnson to try to find a cure.

Redirect Health, a model designed to provide businesses affordable health- are plans that enhance their health-care experiences while reducing the burdensome administrative costs at- ached to most traditional insurance plans, is their remedy. After putting the strategy in practice a Arrowhead, Berg, Johnson and Dr. Janice Johnston, wife and co- ounder of Arrowhead Health Centers, launched Redirect Health in 2013 at Glendale headquarters. I 2008, the first year Berg imple- mented the new approach, Arrowhead aved about $265,000. This year, Berg, who stepped away from the CEO position this year to focus on Redirect, projects a 1million savings.

Currently, Redirect Health serves as many as 15,000 people annually and has experienced 300 percent growth from 2013 to 2014, according to company data. This year, that growth has already exceeded that number. Johnson credited this success to word mouth among satisfied clients. savings can be millions of dollars to employers. And their employees et better service done quicker at a cheaper rate, which reduces their overall cost of health Johnson said.

A analysis of a employee base and their needs determines what ind of plan is best for individual businesses. Services can be done through any Arrowhead Health Center location a cross the Valley. Cutting bureaucratic hoops and ad- inistrative red tape and the costs associated with them is part of the formula. Johnson estimates that actual ealth care constitutes $1trillion of the $3 trillion industry, with employers and patients footing the bulk of the bill for often-insufficient care. Johnson talked about one client that could have faced possible bankruptcy if it went with the plan offered by a major insurance carrier for its 1,000 em- loyees.

By going with Redirect, instead of paying $4 million a year, Johnson said his client spends about 200,000 a year. Another employee needed an operation that would have cost her 9,000 out of pocket, but Redirect was able to help her find an option that cost er $1,000. She also spoke directly with adoctor, not administrative personnel. JOHN REPUBLIC Dr. David Berg (from left), his wife, Dr.

Janice Johnston and former Phoenix Mayor Paul Johnson founded Redirect Health. HEALTH COSTS CURE Doctors, former mayor team up to offer affordable optimum care, reduce expenses GEORGANN YARA SPECIAL FOR THE REPUBLIC i AZCENTRAL.COM The city of Denver this month will a uction off Toby Keith autographed gui- ars, a mechanical bull, Mason-jar glass- and other bar equipment it seized to ecover unpaid taxes from a Phoenix- based restaurant chain that has closed country-themed bars across the country. Boomtown Entertainment opened the Toby I Love This Bar and Grill in December 2010 at The Shops at Northfield Stapleton in Denver. It closed in September with an estimated $70,000 owed to the city in taxes. even selling the salt-and-pepper said Richard Schur, chief perating officer for Schur Success Auc- ion Appraisal which will run the ct.

29 auction for the city of Denver. he 85-foot guitar-shaped bar that serves as the centerpiece for the Toby Keith restaurants be sold, Shur said. sell the bar itself because it Toby Keith items to be auctioned JOHN THE REPUBLIC Toby I Love This Bar and Grill in the High Street shopping area in north Phoenix closed in September. Denver seized I Love This Bar and Grill equipment in dispute over $70,000 in taxes RYAN RANDAZZO THE REPUBLIC i AZCENTRAL.COM SeeTOBY.