legends

Does your name respect the past or reflect the future?

March 15, 2011

Changing your name is a tough thing to do. You might keep your name. You might take your spouse’s name. You might hyphenate. It’s no easier for organizations. A local a healthcare system, for example, hired a large branding agency to look into a name change and ultimately decided, “We could not get a consensus [...]

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What Makes Your Story Memorable?

March 7, 2011

  When you were a child, you probably read fairy tales with your parents – “The Three Little Pigs,” “Cinderella” or “Snow White.” You remember them to this day and you can probably re-tell the entire story to someone without thinking about it. But why? A good fairytale, a good novel, a good movie – [...]

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What’s restricting your brand story?

January 5, 2011

Image via Wikipedia The hot and fragrant brand news from Seattle is that Starbucks has updated its logo, dropping its name, and perhaps more importantly, the word Coffee from its iconic logo. I’m not sure this is a change to the company’s brand story, however. Lots of companies change their logos, their color palettes, their [...]

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What can we learn from the Black Eyed Peas about Brandtelling and inspiration?

January 31, 2010

will.i.am via last.fm The Black Eyed Peas are sure to win a Grammy Award tonight — likely more than one. And no wonder. The Black Eyed Peas are Brandtellers! They know their audience, they know themselves and they know their brand story. They also know a thing or two about inspiration. According to bandleader, Will.i.am: [...]

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What can you learn from Intel’s new ads?

August 16, 2009

Before I begin praising Intel’s new ads, let’s talk about the challenge they face: How do you tell a brand story about something that is nearly impossible to see? Our agency works with a number of technology companies and we frequently face the task of differentiating among similar technologies, products and services. This is an [...]

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