Happily, Not a Dry Eye in the House (A Branding Story)

I could hear the rustling in purses and pockets for tissues, and the telltale sniffs. She was going to survive and they were going to be OK, leaving behind all of the danger, heartache and despair (unless there is a sequel).

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A refreshing new brand for a 40-year old startup


It’s understandable that a very busy company full of really smart people would be so laser-focused on their work that they’d just keep going with a brand whose expiration date had come and gone. Then, with a talented new hire at the top of the marketing department, the need for a rebrand becomes urgently clear.

We worked with Cambridge Systematics to research, strategize, plan, develop and launch an entirely new brand that’s a perfect expression of their bright, flexible, whip-smart character.

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New launch! Game-based research study for MIT

You've probably had the 'opportunity' to fill out a million online forms. They're everywhere, and for most people it's not enough anymore to be entered to win a free t-shirt for your efforts. Like all of the other overloaded aspects of online life--junk email, obnoxious popups, pages with more ads than content, forms are crowding in on us.

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Three Hard Truths (and how you can make the most of them)

It would be great if things just ran smoothly, and we always got what we wanted. Maybe there are a few people in the world who can say , "yes, that's what it's like for me" (and if this is you, please let me know how you do it). For the rest of us, there's just no avoiding the bumps and bruises of life. 

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Who are we doing this for?

I was speaking to a client recently about our plans to create a new website for his business. I had asked him if I could speak to a salesperson; someone who had lots of experience with the site's target audience. My client said, "Oh, I don't think you need to spend time on that--I'm the target audience." Well... Yes, it's true, he is an educated, affluent professional, skews male, has deep academic and medical credentials, and lots of other similarities to the target audience. But he's not the target audience.

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