Creative Director
Menomonie - WI United States
The big idea: In 25 words or less, please tell us how this Fast 50 Nominee is helping to address the planet's problems.
Our firm helps companies overcome stagnancy and cliche-based solutions with branding solutions that provide, while disrupting conventions, ways to cut through the noise.
Please describe how this nominee is using business as a force of positive change. What technology, idea, or strategy is the nominee using -- and what problem, such as global warming, poverty, or pollution, does it address? (suggested length: 100 words)
Most brands suck. They're weak, not thought out or merely more of the same, following lazily some "model." We've recently completed a book entitled, Defying Gravity and Rising Above the Noise. This book outlines the 8 principles necessary for a brand to become a force in its own market space. The principles contained in the book enable a company to start with a foundation that can tolerate growth and initiate change while remaining fluid for the changes and evolutions inherent in business. The tons of visual examples show the way these are USED, rather than creating some new "thinking trend" that's here today and gone tomorrow.
As Bill Watkins of Seagate said so well, "Good is the enemy." Our point is a simple one:
Why settle for good when great can be achieved?
What are the results, both financial and social? How has the nominee's business performed, and what impact has it had on the problem it addresses? (suggested length: 100 words)
These principles applied have resulted in the following (we gauge our success by the success of our clients):
One local chocolatier saw their sales TRIPLE (300%) in the first month after launching new packaging using these principles. There were NO other "promotions," no changes of personnel, no changes in location, no new store hours and no new pricing of items. The same location, same pricing, same personnel and hours. There was only ONE change. The result: 300% increase in sales of handmade truffles.
A small Midwest city saw its walk-in visitors increase 500% in the first year after launching this new tourism brand initiative using these principles.
Another Internet-based company has in two years seen its growth Double in about 14 months since the launch of new branding tools. Their staff went from about 10 to nearly 50 in about 2 years.
Another company in the gift and home decor industry saw sales of products outperform the entire previous year in just one quarter since this brand initiative was launched.
