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Brand


Branding for Internal Alignment

Branding for Internal Alignment

Much has been written about the power of brand and its role in successful businesses. Brands can help a business build relevance and loyalty, but the process of brand building has value in and of itself. One of the most overlooked advantages of the process is how it can create internal alignment along the way. Uncovering Difficult Truths  Whether we are creating a new brand or refreshing an existing one, our first step is to gain a deep understanding of its dynamics among both internal and external audiences. We examine the various perspectives that exist within an organization through...
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How to Prepare for Successful Business Transformations

How to Prepare for Successful Business Transformations

There’s a well-worn saying in business that the only certainty is change, and this year has proven that to be true by exponential levels. Entire industries found themselves faced with the need to plan and transform their businesses in the face of tremendous unknowns. Now, as we enter September of 2020, with the initial abrupt disruptions behind us, what does it mean to look ahead, and begin planning for the future? Business transformation matters now more than ever and agility and forward-thinking scenario planning have never been more important. Building a Roadmap for the Future in Times of...
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Igniting Growth and Pushing the Envelope for SaaS Brands

Igniting Growth and Pushing the Envelope for SaaS Brands

These days, it’s a SaaS world and we’re just living in it. From infrastructure and identity to platforms and productivity, Everything-as-a-Service continues to reign supreme. But what does it take to succeed and become one of the SaaS brands that can achieve the annual recurring revenue (ARR) required to drive predictable growth in an ever-crowding market? According to Gartner, worldwide public cloud services are predicted to grow by 17% this year, from $227.8 billion in 2019 to $266.4 billion in 2020, with revenue forecasts for SaaS brands (cloud application services) expected to reach over...
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Defining What a Brand Is: Why Is It So Hard?

Defining What a Brand Is: Why Is It So Hard?

The History of Brand A lot of people – even those in branding – struggle with answering the question: So what’s a brand, anyway? The term “brand” first emerged more than half a century ago as a way for cattle ranchers to identify their animals. In the late 1880s, packaged goods like Coca-Cola started taking off. Brands were used to differentiate them from the generic competition. But as branding progressed, marketers realized there was more to the brand of Coca-Cola than just a non-generic name. David Ogilvy, the “Father of Advertising,” defined brand as “the intangible sum of a product’s...
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A Mid-Year Check-Up Across Business, Brand, and Culture

A Mid-Year Check-Up Across Business, Brand, and Culture

The half-way point of the year is always ripe for reflection. We all survived Q1, the budget isn’t completely spent yet, and with any luck, we’ll live to see Q3. It’s a perfect time to kick the tires of your business, brand, and culture. What’s working? What’s failing? How can you fail better? How can you push things forward and end the year on a meteoric rise instead of a trickle? Let’s run a brief diagnostic check. 1. How is your brand positioning? Are you top of mind? Is it clear, competitive, differentiated? Maybe your sales have declined, your targeted audience has shifted, or your...
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Back to School: An Interactive Presentation at Orinda Intermediate School

Back to School: An Interactive Presentation at Orinda Intermediate School

This past October, Design Director Robert Saywitz and Production Director Jonathan Fisher found themselves back at Orinda Intermediate School for the second annual “Power of Branding” workshop. Similar to last year, students were given a brief history of branding – the power of symbols in our culture, logo design, and how brands can evolve over time. Students were then broken into teams and tasked with either creating a new brand identity for a fictional educational startup, or rebranding Amazon’s existing identity. More than ever, it showed the importance of teamwork in problem-solving and...
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Make It Sexy: The Big Impact of Branding “Boring” Things

Make It Sexy: The Big Impact of Branding “Boring” Things

Branding and advertising are infamous for making us covet things we don’t actually need. The super sleek sheen of a Tesla or an iPhone or a bra designed by NASA’s top scientists are alluring, but at the end of the day, they are merely luxuries. The question of getting people to need something they want is sales 101. But more and more, branding agencies are tackling the inverse. How do you get people to want the things they need? Is there a space for surprise and delight in the most boring, pedestrian motions of daily life: applying a bandage, brushing our teeth, wiping our bums? Welcome to...
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How to Tune-Up Your Bullshit Detector


How to Tune-Up Your Bullshit Detector


In the immortal words of Jon Stewart, “Bullshit is everywhere. There is very little that you will encounter in life that has not been, in some way, infused with bullshit.” As a brand strategy and design agency, we live in the intersection between people and brands. This is perhaps one of the most fertile, organic spaces for bullshit to thrive. The speed of technology has created a sizeable gap between those who know what they’re talking about and those who don’t. Our job, to the best of our abilities, is to eradicate the nonsense, the fluff, the jargon, the overpromising and...
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Maintaining Brand Relevance in a Fast-Paced World

Maintaining Brand Relevance in a Fast-Paced World

Brand Relevance Amidst New Expectations In a time of constant change and heightened customer expectations, the greatest danger facing most brands today is loss of brand relevance. People are ultra-connected. Markets constantly shift. New trends emerge. Competitors enter and shake things up. And customers expect more from the brands they buy from. As a result, many businesses struggle to stay relevant —trying to get ahead of competition, adapt fast enough, and maintain their position in the market. In order to survive, brands need to evolve in a way that differentiates them from their...
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Challenger Brands: Design that Disrupts

Challenger Brands: Design that Disrupts

Challenger Creative This post is the last in our three-part series on challenger brands. You can read a general primer to challenger brands or a deep dive into B2B challengers right here. Previously, we chatted about the power of adopting a challenger mindset, how to compete against your category, and what the B2B world can learn from B2C disruptors. In these examples, most of the strategies were internal. It was a question of knowing how to recognize the pressure for change, creating a shared vision, having the capacity to execute, and building out a realistic work plan. But still, the...
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