Tropicana Tries Again

Early last year Tropicana unveiled their new brand identity. It was greeted with a fiery outburst that was something akin to how being caught in a solar flare would feel. People were furious for two reasons. First, Tropicana ditched the classic straw-stuck-in-the-orange icon (because getting rid of your most recognizable brand feature is always aRead more

A Marketing Lesson from… Chrysler…?!

You’ll probably recognize this commercial from the 2011 Super Bowl. It is Chrysler’s “Born On Fire” ad, you know, the one where Eminem doesn’t smile. I won’t get too deep into the merits of it as a commercial, but there is a good advertising lesson in it. At it’s roots, this ad is a quintessentialRead more

Hi, My Name is Anna & I’m a Brandist.

I realized something while watching a car commercial over the weekend. The commercial was for the Hyundai Genesis – the brand’s “luxury” addition to its product line. My husband gave Hyundai credit for producing a car that might compete in the luxury market. But all I could think about was how I would never beRead more

The Unconscious Mind of the Consumer

A friend of mine once said that advertising doesn’t work. That he’s never bought something because of an ad. I then asked him what mobile phone service he uses and he replied, Verizon Wireless. He went on to say that he had to sign up for Verizon because he travels all over the country andRead more

Reintroducing HeimLantz Business Accounting and Consulting

Recently, we worked with HeimLantz of Annapolis and Alexandria to define a new corporate identity for their brand. You can see what their old site looked like in this image. From Old: Former website for They gave us the freedom to work our magic to design based on the needs of their target audience.Read more

The Best Way to Create Brand Ambassadors

People love to be recognized as experts. This means you should tap the expertise of your customers. Ask them their opinions and reward them for it. They’ll appreciate you for realizing that they are experts and they’ll be free with their words of wisdom for you. Not only will you win another sale, you’ll increaseRead more

Let’s talk about the iPad

I think the strategy behind Apple’s iPad launch is genius, and they are poised to dominate the tablet industry just like they dominate the smart phone industry. Many think that the iPad fell short of expectations. I don’t disagree with that, but I think that there is a method to Jobs’ madness. Here’s why: ItRead more

Where One Door Closes, Another Opens. Especially for GM.

If you haven’t heard, Toyota has recently been hard at work cleaning up the mess of its 2.3 million vehicle recall. While it is potentially devastating for Toyota, whose entire brand image has been based on vehicle reliability, it led for some pretty opportunistic moments for others in the auto industry. Hardly anyone took advantage, but GMRead more

AT&T vs. Verizon – Network Advertising Battle

Verizon has more 3g coverage. AT&T’s 3g coverage is faster. At least that’s what they say. Both have undertaken recent advertising blitzes to highlight their respective benefits. Verizon started it all with the “there’s a map for that” spot, which you can see below (intentionally sounding like the “there’s an app for that” spots fromRead more

Branding and Brand Development

Building a brand is far more involved than a coming up with a corporate design. Creating a logo, color palette and slogan without incorporating the strategic brand positioning practices is a failed attempt to build a brand. We are firm believers in developing brands that are based on strategic branding and brand development. So whatRead more