“All the world’s a stage, And all the men and women merely players.”
Shakespeare’s As You Like It

Social media has been with us for a little while now, but we have a strong sense that its use is growing rapidly. Over the last six months, the 35-54 year old user base of Facebook has grown by 276.4% and the over 55 year old user base has grown by 194.3% (statistics from iStrategyLabs here) Use of twitter has risen as well. Interestingly, according to the Pew Internet & American Life Project, 10% of online 35-44 year olds use twitter.

Even the venerable news source, National Public Radio, has been exploring the issue of why we tweet.  Entertainingly, and interactively, on February 28 they asked the question “Why do we tweet?” They got plenty of replies, which you can see online here. (more…)

We are excited that our work on the Omaha Steaks’ brand repositioning launched this week. Omaha Steaks has a fantastic pedigree, with a notable community heritage and fifth-generation family ownership, along with a forward-thinking approach to its business activities and its relationship with its customers.

Frankly, Omaha Steaks has a phenomenal product and a genuinely superior brand promise. We had a huge amount of fun working with them during the last year and a half to reposition the brand, aiming to honor the substantial brand equity inherent in the current logo and brandscape, while enhancing it to reflect Omaha Steaks’ future business aspirations, market and activities.

Naturally, a broad spectrum of considerations influenced the final repositioned design: extensive market research revealing the massive consumer brand equity inherent in the existing brand; review of competitor “copy cat” aesthetic treatments; identification of Omaha Steaks’ brand archetype; and the logistical requirements of federal regulations and deployment of the brand across an array of diverse touchpoints.

This is an important initial step in the evolution of the Omaha Steaks’ brand, which will involve continued implementation of the repositioned brand expression in every area of engagement and dialogue with Omaha Steaks’ customers, including print, packaging, online, retail stores, new brand luxury product lines and throughout the entire consumer experience.

It is a challenging and ultimately fulfilling project that we are proud of. Roll on summer, grilling season and Omaha Steaks!

In January we delivered our “Brand Bailout” stimulus presentation to the local Young Presidents Organization. One of our key assertions was that now, during depressed economic circumstances, is precisely the time to invest in and nurture your brand. Consider that one valuation of Coca-Cola’s business comprises 60% attributable just to the brand value.

As one Coca-Cola executive is quoted as saying:

“If Coca-Cola were to lose all of its production-related assets in a disaster, the company would [survive]. By contrast, if all consumers were to have 
a sudden lapse of memory and forget everything related to Coca-Cola the company would go out of business.”

I was recently asked if the first instinct of businesses to cut marketing and brand budgets was wise. Our opinion we now know accords with that of Walmart and their results as articulated in this February 17 New York Times article are illustrative. (more…)

From the first time I was reprimanded for drawing Bart Simpson or a favorite logo during class, I have always said, “Yes, I am paying attention!”

You see, for me, doodling has always been my way of paying attention. It’s like this: If I had to sit through a lecture delivered by Ben Stein’s vocal protégé on the topic of igneous rocks and how they differ from metamorphic rocks – without some outlet to keep me sane – I’d still be in the 5th grade. It’s that simple.

Mindlessly doodling doesn’t mean I’m not listening, mind you. I stand by what I said earlier…I am paying attention, Helen! But instead of mentally fighting the painful drone with thoughts of being anywhere but in the present, doodling allows my brain to relax just enough to let the information flow in through my ears and settle into my brain cells.

Sketching has always kept me in the moment. Surely I’m not the only person on the planet who has developed the fine art of passive listening while doodling. So, why is it that some people think just because you’re not staring directly into their eyes, you must be a troublemaker who doesn’t pay attention to anything? On behalf of all doodling passive listeners, I’m here to say we are not all troublemakers. (more…)