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(1281, 1586, 'aktt_notify_twitter', 'yes'),
(1282, 1586, 'thesis_description', 'In many conversations with my client colleagues over the past year, hands down, the most important brand building challenges they say they’ll face in the coming year will be vision, innovation, and alignment.'),
(1283, 1586, 'thesis_keywords', 'brand vision, brand innovation, brand alignment, what marketers are thinking about in 2011, clarity and confidence to pursue opportunity, marketing decsion-makers, brand management, creativity and innovation'),
(1284, 1586, 'aktt_tweeted', '1'),
(1285, 1586, '_wp_old_slug', ''),
(1286, 1586, 'thesis_thumb_height', '66'),
(1287, 1586, 'thesis_thumb_width', '66'),
(1288, 1637, 'aktt_notify_twitter', 'yes'),
(1289, 1637, '_aktt_hash_meta', ''),
(1290, 1637, '_edit_last', '2'),
(1291, 1637, 'thesis_description', 'In an era of crowd sourcing and online $100 logo design, the specialized skills and talents involved in identity design are seemingly being marginalized even further. Are big iconic brands moving in that direction?'),
(1292, 1637, 'thesis_keywords', 'starbucks log redesign, corporate and brand identity design, brand promise, brand strategy, generic logo design, Paul Rand, Saul Bass, Walter landor, John Massey, Ivan Chermayeff, Pentagram'),
(1293, 1637, 'aktt_tweeted', '1'),
(1294, 1637, '_wp_old_slug', ''),
(1295, 1637, 'thesis_thumb_height', '66'),
(1296, 1637, 'thesis_thumb_width', '66'),
(1297, 1669, 'aktt_notify_twitter', 'yes'),
(1298, 1669, '_edit_last', '2'),
(1299, 1669, '_aktt_hash_meta', '#brandinnovation #branding'),
(1300, 1669, 'thesis_description', 'Every marketing executive, brand manager, marketing consultant, industrial designer, package designer and manufacturing engineer should sit down for 20 minutes and learn about the Story of Stuff.'),
(1301, 1669, 'thesis_keywords', 'consumer economy, sustainability, the story of stuff, marketing, planet earth, human survival'),
(1302, 1669, 'aktt_tweeted', '1'),
(1303, 1669, '_wp_old_slug', ''),
(1304, 1680, 'aktt_notify_twitter', 'yes'),
(1305, 1680, '_aktt_hash_meta', '#brandinnovation #branding'),
(1306, 1680, '_edit_last', '2'),
(1307, 1680, 'thesis_description', 'If you are a food and beverage marketer, in all likelihood, a growing portion of your target consumer has joined the ranks of health conscious adults in the United States.'),
(1308, 1680, 'thesis_keywords', 'food and beverage marketers, health conscious adults, eating healthy, food choices, food purchase behavior, healthy foods, nutrrition, manage health through food choice, well-being, brand positioning, brand messaging'),
(1309, 1680, 'aktt_tweeted', '1'),
(1310, 1680, '_wp_old_slug', ''),
(1311, 1755, '_edit_last', '2'),
(1312, 1755, '_aktt_hash_meta', '#brandinnovation #branding'),
(1313, 1755, 'aktt_notify_twitter', 'yes'),
(1314, 1755, 'thesis_description', 'It’s tempting for brand owners to leverage as much value as they can from the equities of their brand– sometimes at the expense of why your brand matters in the first place.'),
(1315, 1755, 'thesis_keywords', 'brand meaning,the art of sacrifice, brand extenssion, brand licensing, brand health, principles of brand strategy, long-term brand equity, maximizing brand revenue'),
(1316, 1755, 'aktt_tweeted', '1'),
(1317, 1755, '_wp_old_slug', ''),
(1318, 1820, 'aktt_notify_twitter', 'yes'),
(1319, 1820, '_aktt_hash_meta', ''),
(1320, 1820, '_edit_last', '2'),
(1321, 1820, 'thesis_description', 'Facing the headwinds of a more fat and calorie conscious consumer, we developed a strategic brand positioning that promised consumers an unapologetically rich and creamy experience.'),
(1322, 1820, 'thesis_keywords', 'LALA USA, LaCreme brand dairy products, real-dairy foods, brand positioning, master brand strategy, rich and creamy foods, brand identity, brand promise'),
(1323, 1820, 'aktt_tweeted', '1'),
(1324, 1820, '_wp_old_slug', ''),
(1325, 1820, 'thesis_thumb_height', '66'),
(1326, 1820, 'thesis_thumb_width', '66'),
(1327, 1875, 'aktt_notify_twitter', 'yes'),
(1328, 1875, '_aktt_hash_meta', ''),
(1329, 1875, '_edit_last', '2'),
(1330, 1875, 'thesis_description', 'We helped Energizer execute on its business strategy to expand its master brand into new product categories that represent the brand’s bigger future.'),
(1331, 1875, 'thesis_keywords', 'Energizer, energizer bunny, master brand, business strategy, inductive charging, Qi (chee), brand positioning, innovation, new product introduction, brand messaging platform, life fully charge,'),
(1332, 1875, 'aktt_tweeted', '1'),
(1333, 1875, '_wp_old_slug', ''),
(1334, 1925, 'aktt_notify_twitter', 'yes'),
(1335, 1925, '_aktt_hash_meta', '#brandinnovation #branding'),
(1336, 1925, '_edit_last', '2'),
(1337, 1925, 'thesis_description', 'Another iconic retail brand takes a stab at crowd sourcing their logo. This time it’s JC Penny. Although it appears to be another gapification of identity design, JCPenny seems to have slid this in under the radar.\n'),
(1338, 1925, 'thesis_keywords', 'JC Penny logo change, Gap logo change, brand identity design, crowd sourced logo design, corporate PR copywriting'),
(1339, 1925, 'thesis_thumb_height', '66'),
(1340, 1925, 'aktt_tweeted', '1'),
(1341, 1925, '_wp_old_slug', ''),
(1342, 1925, 'thesis_thumb_width', '66'),
(1343, 1945, '_aktt_hash_meta', '#brandinnovation #branding'),
(1344, 1945, 'aktt_notify_twitter', 'yes'),
(1345, 1945, '_edit_last', '1'),
(1346, 1945, 'thesis_description', 'These have been unreasonable times! In previous recessions, consumer spending was our ticket out of the dip. That’s not happening this time around.'),
(1347, 1945, 'thesis_keywords', 'consumer spending, product innovation, brand innovation, creating bigger futures, brand strategy, brand development, pull and influence, marketplace success, winning product introductions, consumer products marketing'),
(1348, 1945, 'aktt_tweeted', '1'),
(1349, 1945, '_wp_old_slug', ''),
(1350, 2162, 'thesis_description', 'Two seasoned entrepreneurs in specialty health food retailing had the big idea of creating a line of health and beauty products based on ancient herbal formulas and remedies from Java.'),
(1351, 2162, 'thesis_keywords', 'Java, Jamu, health and beauty from Java, brand development, brand identity, brand positioning'),
(1352, 2162, 'aktt_tweeted', '1'),
(1353, 2162, '_wp_old_slug', ''),
(1354, 2162, '_edit_last', '2'),
(1355, 2162, '_aktt_hash_meta', ''),
(1356, 2162, 'aktt_notify_twitter', 'yes'),
(1357, 2162, 'thesis_thumb_height', '66'),
(1358, 2162, 'thesis_thumb_width', '66'),
(1359, 2269, 'aktt_notify_twitter', 'yes'),
(1360, 2269, '_aktt_hash_meta', '#brandinnovation #branding'),
(1361, 2269, '_edit_last', '2'),
(1362, 2269, 'thesis_description', 'To align brand identity, the makers and the users need to see their own reflection in the mirror of the brand.'),
(1363, 2269, 'thesis_keywords', 'brand identity, brand alignment, brand positiong, Patagonia, The North Face, Columbia Sportswear, Kashi Cereal, lunatics running the asylum'),
(1364, 2269, 'thesis_thumb_height', '66'),
(1365, 2269, 'thesis_thumb_width', '66'),
(1366, 2269, 'aktt_tweeted', '1'),
(1367, 2269, '_wp_old_slug', ''),
(1368, 2298, '_edit_last', '2'),
(1369, 2298, '_aktt_hash_meta', '#brandinnovation #branding'),
(1370, 2298, 'aktt_notify_twitter', 'yes'),
(1371, 2298, 'thesis_description', 'Managing the translation of brand strategy and creative messaging is a delicate process of allowing the polarized thinking archetypes of the engineer, economist and artist to come together as an integrated force giving voice to brands that will create the bigger futures every one desires.'),
(1372, 2298, 'thesis_keywords', 'brand strategy, brand messaging, creative brief, how to translate brand strategy into brand messaging, the engineer, economist and artist, creating bigger futures, brand architects, marketing with one voice'),
(1373, 2298, 'aktt_tweeted', '1'),
(1374, 2298, '_wp_old_slug', ''),
(1375, 2349, '_aktt_hash_meta', ''),
(1376, 2349, 'aktt_notify_twitter', 'yes'),
(1377, 2349, '_edit_last', '2'),
(1378, 2349, 'thesis_description', 'Brand transformation requires a decision to add to the growth of the world. Create opportunity by first bringing new value to people, rather than competing for the value already created by others.'),
(1379, 2349, 'thesis_keywords', 'brand transformation, innovation and market leadership, innovation risk, brand leadership, change the game, the creative process, brand strategy'),
(1380, 2349, 'aktt_tweeted', '1'),
(1381, 2465, '_edit_last', '2'),
(1382, 2465, 'thesis_description', 'Completing a brand audit is a chance to take a fresh and objective look at your brand from a number of critical perspectives. A comprehensive brand audit will often reveal new grow opportunities for your brands, and new ways to make your brand resonate with a new generation of target customers who will represent your brand’s bigger future.'),
(1383, 2465, 'thesis_keywords', 'brand audit, brand health, determine your brand\'s health, brand value, brand positioning, brand equity, brand messaging, marketing communications, qualitative analysis of brand health'),
(1384, 2477, '_edit_last', '2'),
(1385, 2477, 'thesis_description', 'As our world gets smaller through the technology advances in how humans interact and communicate, logos that are instantly recognized and clearly understood are more important and more valuable than ever.'),
(1386, 2477, 'thesis_keywords', 'logo design, brand identity, Paul Rand, effective logo design, brand strategy, the importance of effective logo design '),
(1387, 2491, '_edit_last', '2'),
(1388, 2491, 'thesis_description', 'Increasing your value to people requires the insight to be two steps ahead of the customer’s stated needs and connecting with their unspoken aspirations and dreams. This is what people really care about. The products/brands that best represent these higher ideals are usually the ones that reshape categories and lead markets.'),
(1389, 2491, 'thesis_keywords', 'create new value, increase revenue, profit margins, marketing organizations, brand strategy, market leader, supply-chain logistics, product development, channel strategy, customer needs'),
(1390, 2491, 'thesis_thumb_height', '66'),
(1391, 2491, 'thesis_thumb_width', '66'),
(1392, 2515, '_edit_last', '2'),
(1393, 2515, 'thesis_description', 'Fixing words on your packaging that need fixing is an easy thing to do. Influencing consumers to reach for your product at shelf rather than the other alternative is a very difficult thing to do. Marketers want the quick fix–some clever copywriting, a few design tweaks and–viola!'),
(1394, 2515, 'thesis_keywords', 'packaged goods success, win the battle at retail, ready-to-drink health beveage, product packaging, influence purchase behavior, package design, brand messaging, copywriting, value proposition'),
(1395, 2534, '_edit_last', '2'),
(1396, 2534, 'thesis_description', ' Packaging that sells needs to be friendly to the mind and connected to the heart of the shopper. In other words your packaging must be designed to be imminently “shopable”.'),
(1397, 2534, 'thesis_keywords', 'product packaging sells, package design, shopping experience, emotional connection at shelf, shopping cart, brand messaging hierarchy,consumer products, mind impressions, mind perceptions, consumer emotions,'),
(1398, 2550, '_edit_last', '2'),
(1399, 2550, 'thesis_description', 'Marketers love data. They can’t get enough of it even as they drown in it. And there is no shortage of resources for marketers to get more and more data on consumer trends they believe will influence their marketing effectiveness. It may be time for marketers to recognize data as too much of a good thing.'),
(1400, 2550, 'thesis_keywords', 'marketing data, data tracking,browser behavior, consumer reports, data gathering tactics, online purchase behavior, consumer reports, on-line privacy,'),
(1401, 2602, '_edit_last', '2'),
(1402, 2602, 'thesis_description', 'Once a customer’s mind is made up about a brand it’s next to impossible to change it. Marketers embarking on the journey of brand transformation must recognize it’s an inside-out process not for the faint of heart.'),
(1403, 2602, 'thesis_keywords', 'changing brand perceptions, consumer perceptions, inventing new brands, changing iconic brands, branding, DeWalt, Black & Decker, Starbucks'),
(1404, 2624, '_edit_last', '2'),
(1405, 2624, 'thesis_description', 'When the decision was made to raise prices and change how customers receive value without any consideration to the value of the brand’s “reason for being” and what it represents to people, the value of the Netflix brand was instantly diminished.  Not even a gracious mea culpa from the CEO or promotional incentives will undo the damage done.'),
(1406, 2624, 'thesis_keywords', 'Netflix, brand arrogance, brand management, Reed Hastings, customer advocacy, brand value, customer experience, premium pricing, brand loyalty'),
(1407, 2635, '_edit_last', '2'),
(1408, 2635, 'thesis_description', 'Targeting younger women consumers who value everyday originality, we collaborated with this early stage couture footwear brand to rejuvenate its brand positioning and visual expression for greater US market penetration in leading department stores.'),
(1409, 2635, 'thesis_keywords', 'Icon Footwear, womens footwear and accessories, brand development, brand positiong, creative direction, visual design'),
(1410, 2675, '_edit_last', '2'),
(1411, 2675, 'thesis_description', 'Building successful brands is not a one-size fits all activity. Brand building is both art and science, and the method of creating brand strategy is never the same for every brand.'),
(1412, 2675, 'thesis_keywords', 'Abercrombie & Fitch, Absolut, Apple, BMW, Brand Management, Brand Strategy, Branding, Calvin Klein, Coca Cola, Costco, Disney, Gillette, GM, Herman Miller, Kraft Foods, Louis Vuitton, mini, Mini, Nestle, Proctor & Gamble, Southwest Airlines, Starbucks, Swatch, Tag Heuer, Tiffany, VW Beetle'),
(1413, 2689, '_edit_last', '2'),
(1414, 2689, 'thesis_description', 'Bringing new vitality to this up and coming functional beverage brand, PULL helps KeVita refresh its brand to set the stage for its next level of growth.\n\n'),
(1415, 2689, 'thesis_keywords', 'Kevita Probiotic Drink, natural foods and beverage catagory, strategic brand development, brand positioning, funtional beverage category, consumer insight, Whole Foods Market, health-conscious consumers, digestive and immune health, health and well-being.'),
(1416, 2734, '_edit_last', '2'),
(1417, 2734, 'thesis_description', 'Design is an essential thinking skill that must be mastered as a strategic business imperative throughout the entire enterprise. Design is not merely a decorative act.'),
(1418, 2734, 'thesis_keywords', 'design thinking, the role of design, the new economy, innovation, product development, brand strategy, marketing, move up the value chain'),
(1419, 2767, '_edit_last', '2'),
(1420, 2767, 'thesis_description', 'To break the paradox of different, brands must become the exception in their category and not the rule.'),
(1421, 2767, 'thesis_keywords', 'Youngme Moon, brand difference, how consumers navigate product categories, Honda vs.Toyota, Crest vs. Colgate, Coke vs.Pepsi, consumer consumption, purhase behavior, brand strategy, brand positioning, imitation, Cirque de Soleil,'),
(1422, 2767, 'thesis_thumb_width', '66'),
(1423, 2767, 'thesis_thumb_height', '66'),
(1424, 2781, '_edit_last', '2'),
(1425, 2781, 'thesis_description', 'Many of the products we can’t live without today started out as crazy ideas– automobiles, airplanes, personal computing, digital music an entertainment, smartphones, the internet and social media – stuff nobody needed or was asking for, but once realized was just the thing they we’re waiting for. '),
(1426, 2781, 'thesis_keywords', 'value creation, innovation, crazy ideas, digital music, Swiffer, Digiorno Pizza, Dreyer\'s Ice Cream, competitive advantage, new product ideas, product development, marketing'),
(1427, 2793, '_edit_last', '2'),
(1428, 2793, 'thesis_description', 'New economic models and global competition have destroyed other giant companies, but digital technology has been a destructive firestorm making every aspect of Kodak’s business completely irrelevant. I can think of no better example of Austrian economist Joseph Schumpeter’s “creative destruction” principle at work.'),
(1429, 2793, 'thesis_keywords', 'Eastman Kodak, Paul Simon, Kodachrome, creative destruction, Joseph Schumpeter, digital photography, digital cameras, Kodak brand, Coca-Cola, Fuji Film, 1984 US Olympics,'),
(1430, 2811, '_edit_last', '2'),
(1431, 2811, 'thesis_description', 'To our clients, colleagues and friends, on behalf of PULL Brand Innovation, we wish you a joyous Holiday Season and much prosperity and success in the coming New Year!'),
(1432, 2811, 'thesis_keywords', 'Happy Holidays, PULL Brand Innovation'),
(1433, 2820, '_edit_last', '2'),
(1434, 2820, 'thesis_description', 'The discipline of brand strategy and brand management is centered in creating a set of unchanging, universal principles that guides the behavior of organizations and the products they bring to the marketplace over the life of the enterprise. It’s not about informing the next advertising campaign.'),
(1435, 2820, 'thesis_keywords', 'brand strategy, brand management, strategic brand development, Hewlett-Packard, Netflix, Tropicana, branding, marketplace success, role of marketing, organizational behavior,'),
(1436, 2828, '_edit_last', '2'),
(1437, 2828, 'thesis_description', 'The toughest thing for an iconic brand to do is focus and sacrifice. To thrive, Sears must do both. '),
(1438, 2828, 'thesis_keywords', 'Sears, Kmart. Sears Holdings, Store Brand Decisions, reinventing the Sears brand, brand development, brand transformation, IKEA, Craftsman, DieHard, Kenmore, Landsend, creative merchandising,'),
(1439, 2842, '_edit_last', '2'),
(1440, 2842, 'thesis_description', 'In another era, a big part of my creative work as a writer and designer was in corporate and investor related communications. Every year my office produced a dozen or more printed annual reports.'),
(1441, 2842, 'thesis_keywords', 'annual repots, annual report design, corporate communications, investor communications, photoshop, art and photography, graphic design'),
(1442, 2859, '_edit_last', '2'),
(1443, 2859, 'thesis_description', 'Creativity is a phenomenon not a process. Design is process, engineering is a process, and marketing is a process. CEOs who value the culture of process usually lead enterprises devoid of the creativity that drives radical innovations that change the world for all us.\n\n'),
(1444, 2859, 'thesis_keywords', 'design thinking,creativity, the role of design, the new economy, market leading innovation, product development, brand strategy, marketing, the value chain'),
(1445, 2926, '_edit_last', '2'),
(1446, 2926, 'thesis_description', 'Brands are not things; rather brands are a representation of a highly valued idea that resides in the minds of customers and stakeholders. A brand strategy\'s success or failure depends on how well brand owners understand how the mind operates.'),
(1447, 2926, 'thesis_keywords', 'brand strategy, brand management, strategic brand development, Coke, Pepsi,  Chevorlet, Toyota branding, marketplace success, role of marketing, organizational behavior,'),
(1448, 2933, '_edit_last', '2'),
(1449, 2933, 'thesis_title', 'transform an under-performing brand, brand stratgey, Sears, Newsweek, Kodak, Chevorlet, brand transformation, disruptive technologies, competitive hierarchy of brands, brand equity, brand relevance'),
(1450, 2933, 'thesis_description', 'Once the decision has been made to continue to invest in an under-performing brand, Brand owners will be faced with a new set of challenges completely foreign to them. The temptation is always to do more of what got you there–that rarely works when brands face reinvention.'),
(1451, 2933, 'thesis_thumb_height', '66'),
(1452, 2933, 'thesis_thumb_width', '66'),
(1453, 2942, '_edit_last', '2'),
(1454, 2942, 'thesis_description', 'Naming is the most important element of a brand’s value proposition. It’s the first perception by an audience about who the brand is and what the brand represents. From day one, a brand name requires and deserves full creative consideration and legal protection.'),
(1455, 2942, 'thesis_keywords', 'brand naming, start-up brands, trademark protection, trademark registration, Pretzel Crisps, Frito-Lay, Pepsico, Patent and trademark office, Apple, Microsoft, Amazon, trademark law'),
(1456, 2956, '_edit_last', '2'),
(1457, 2956, 'thesis_description', 'Beyond the transaction/marketing driven model of brand building, enlightened brand owners are building the value of their brands around aligning social good with business good.'),
(1458, 2956, 'thesis_keywords', 'social good, social responsibility, building brands on social good, Apple\'s Chinese suppliers, business good with social good, cororate philanthropy, brand value, Patagonia, competittive advantage'),
(1459, 2970, '_edit_last', '2'),
(1460, 2970, 'thesis_description', 'The objective of values-based brand management is to do the right thing without agonizing over the specific issues. When brand owners know what values for which their brands stand, one can see choices more clearly, make decisions more easily, and serve the tribe with more humility.'),
(1461, 2970, 'thesis_keywords', 'brand management on shared values, focus on relationships and reputation, shared connections with brands, brand strategy, brand management,'),
(1462, 2983, '_edit_last', '2'),
(1463, 2983, 'thesis_description', 'For many early stage CEO’s assessing their priorities, product development and the seed money to grow are their primary concerns. Few if any are thinking much about brand building–mainly because they believe it to be sophisticated marketing they simply can’t afford.'),
(1464, 2983, 'thesis_keywords', 'brand strategy for startups, brand building, early-stage companies, venture capitalist, differentiated value proposition, know your target customer, brand identity, brand experience, loyal customers'),
(1465, 2998, '_edit_last', '2'),
(1466, 2998, 'thesis_description', 'Make no mistake; it’s an exciting time to be alive– especially if you happen to make your living as a brand designer. Opportunities for brand designers to bring value to their clients are everywhere – in every culture and in every industry category. Here are five trends that may effect our future success.'),
(1467, 2998, 'thesis_keywords', 'designing the future, brand design trends, power of the human mind, brand consulting, brand management, design process, attention span of consumers, globalization'),
(1468, 2998, 'thesis_thumb_height', '66'),
(1469, 2998, 'thesis_thumb_width', '66'),
(1470, 3018, '_edit_last', '2'),
(1471, 3018, 'thesis_title', 'Defining brand value for emerging brands. '),
(1472, 3018, 'thesis_description', 'CEOs of startups and emerging companies often times don’t really know what to expect from the process of defining their brand value to their stakeholders and customers. For many, the undertaking may seem more like entering into a deep, dark forest–a big leap of faith risking valuable capital to boot. Many ask themselves, “what if we get this wrong?”'),
(1473, 3018, 'thesis_keywords', 'Defining brand value, CEOs of startup and emerging companies, brand strategy, brand value, changing the business name, brand positioning, innovation and creativity'),
(1474, 3040, '_edit_last', '2'),
(1475, 3040, 'thesis_description', 'We are creatures of evolution. Humans have shared beloved stories since the dawn of our existence. The ancient tradition of storytelling serves to remind us of who we are, and how we should behave within the structures our village, our culture and our world at large. Brands are no different.'),
(1476, 3040, 'thesis_keywords', 'brand storytelling, Harvard Business Review Blog, marketing, communications, copywriting,Apple, think different, Steve Jobs, brand archetype, brand strategy'),
(1477, 3051, '_edit_last', '2'),
(1478, 3051, 'thesis_description', 'Building your brand story narrative based on shared values and personified through archetypes allows your audience to both recognize and understand why your brand matters, and to tell it to others  through the narrative of their own personal story.  '),
(1479, 3051, 'thesis_keywords', 'brand storytelling, brand messaging, marketing communications, brand engagement, Zappo\'s, Starbucks, Patagonia, Hernan Miller, Apple, word of mouth communication'),
(1480, 3065, '_edit_last', '2'),
(1481, 3065, 'thesis_description', 'After eight years of growth, this digital print and data management company reinvents itself with a new brand positioning and corporate identity as their foundation for a brighter future.'),
(1482, 3065, 'thesis_keywords', 'brightformat, digital printing, brand positioning workshop, naming, corporate identity developemnt, corporate identity design, '),
(1483, 3135, '_edit_last', '2'),
(1484, 3135, 'thesis_description', 'Big ideas change cultures and then we tell stories about it. Ideas of value first, brand story second. At the center of all your communications– advertising, press releases, investor reports, packaging, events, customer service – the big idea your brand represents must be the main character in your brand’s story.'),
(1485, 3135, 'thesis_keywords', 'brand strategy, brand storytelling, value proposition, cutomer touch points, value chain, the big idea, value creation, brand archetype'),
(1486, 3146, '_edit_last', '2'),
(1487, 3146, 'thesis_description', 'When startups and emerging companies are at a point in their evolution when a strategic approach to brand development becomes a critical business imperative, often times the whole process will begin and end with a shiny new logo and website– the emperor’s new clothes.'),
(1488, 3146, 'thesis_keywords', 'brand strategy, emperor\'s new clothes, brand develoment, visual components of brand development, branding initiatives, start-up and emerging brands, brand purpose, brand insistence, target audience, brand positioning'),
(1489, 3146, 'thesis_thumb_height', '66'),
(1490, 3146, 'thesis_thumb_width', '66'),
(1491, 3158, '_edit_last', '2'),
(1492, 3158, 'thesis_description', 'PULL Brand Innovation offers a series of one and two-day, issue-based brand strategy and education workshops designed to help marketing teams in emerging companies gain greater clarity and confidence in their strategic and creative decision making.'),
(1493, 3158, 'thesis_keywords', 'brand strategy workshops, brand positioning, brand storytelling, brand strategy for startup brands, marketing communications, product development, inventing new brands positioning brands, emerging growth companies, strategic brand consulting'),
(1494, 3207, '_edit_last', '2'),
(1495, 3207, 'thesis_description', 'When brands represent meanings that resonate with the deep psychic connections and imprints consumers have, the brand’s story is told at the soul level. Understanding and leveraging these deeper meanings is about tapping into the universal truths and instincts that form shared values.'),
(1496, 3207, 'thesis_keywords', 'brand positioning, brand storytelling, valued commodity, brand strategy, brand management, Truvia, Cargill, Splenda, Sweet\'N Low, natural foods, healthful foods'),
(1497, 3269, '_edit_last', '2'),
(1498, 3269, 'thesis_description', 'Marketers are under intense pressure to deliver results for their brands. The intensity in marketer’s attempts to get it right every time is palpable. They don’t get it right every time, and they never will. This is tough for CEOs to accept. To them, this sounds like a lame excuse for not delivering.'),
(1499, 3269, 'thesis_keywords', 'deliver results for their brands, danger to innovation, competitive advantage, social web, brand strategy, attributes of brand building, Apple, RIMM, Sears, Kodak, Netflix, brands, marketing, organizational values, PowerPoint deck'),
(1500, 3290, '_edit_last', '2'),
(1501, 3290, 'thesis_description', 'Marketers, at long last, need to stop, step back and adjust their thinking and approach to brand management to deliver what customers expect and what customer experience. When customers perceive brands as indispensable, they become transcendent brands and the brand’s owners reap the rewards of competitive advantage and enduring financial equity.'),
(1502, 3290, 'thesis_keywords', 'brand management, brand strategy, transcent brands, build awarenes, marketing communications, brand experience, advertising, creative ideas, freshen brands'),
(1503, 3424, '_edit_last', '2'),
(1504, 3424, 'thesis_description', 'Trust is the most critical component in building and maintaining a strong, emotionally driven and enduring brand. However, in a world of promotion-driven-marketing tactics, many brand owners forget that building trust is the only thing holding the relationship with the customer together.'),
(1505, 3424, 'thesis_keywords', 'building trust, trusted brands, shared values, how brands build trust, growing brand value, customer advocacy, customer trust, brand insistence,brand equity'),
(1506, 3432, '_edit_last', '2'),
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(2, 1, '2013-02-24 05:18:27', '2013-02-24 05:18:27', '<div id=\"top-line-home\">PULL Brand Innovation is a strategic brand development consultancy helping marketers of emerging brands create enduring foundations for competitive advantage and business success.</div>\r\n<div id=\"home-pull-logo\"><a href=\"/\"><img class=\"alignnone size-full wp-image-3516\" alt=\"PULL Inc. Logo\" src=\"/pullinc/wp-content/uploads/2013/02/pull-ID.png\" width=\"191\" height=\"187\" /></a></div>\r\n[nivoslider id=\"3490\"]\r\n<div id=\"blog-home\">\r\n\r\n<a title=\"Blog: PULL Brand Innovation Influence by Design\" href=\"/blog-influence-by-design/\"><img class=\"alignnone size-full wp-image-3500\" alt=\"Image of the Emperor and his clothes\" src=\"/pullinc/wp-content/uploads/2013/02/emperors_clothes.jpg\" width=\"114\" height=\"104\" /></a>\r\n<div class=\"wrapper\">\r\n<h2>From our blog Influence by Design</h2>\r\nHow to insure your brand strategy is more than the emperor’s new clothes.\r\n<a title=\"Blog: PULL Brand Innovation Influence by Design\" href=\"/blog-influence-by-design/\">Read our latest post</a>\r\n\r\n</div>\r\n</div>\r\n<div id=\"workshop-home\">\r\n\r\n<a title=\"Workshops\" href=\"/workshops/\"><img class=\"alignnone size-full wp-image-3499\" alt=\"Title Image: Creating Bigger Futures\" src=\"/pullinc/wp-content/uploads/2013/02/creating_bigger_futures.jpg\" width=\"195\" height=\"103\" /></a>\r\n<div class=\"wrapper\">Our strategic brand development workshops guide marketing teams to greater insight, clarity and confidence to unlock the full potential of their brand building intitiaitves.\r\n<a title=\"Workshops\" href=\"/workshops/\">Learn more</a></div>\r\n</div>', 'PULL Inc. Home Page', '', 'publish', 'closed', 'closed', '', 'homepage', '', '', '2013-03-19 20:44:15', '2013-03-19 20:44:15', '', 0, 'http://www.pullinc.dev/?page_id=2', 0, 'page', '', 0),
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(11, 2, '2008-10-31 15:45:58', '2008-10-31 15:45:58', '<h3>If your company has a brand innovation or product launch challenge that\'s impacting your success in the marketplace, let\'s begin a conversation to learn how we can help you achieve your brand building objectives.</h3>\r\n<a title=\"PULL Brand Innovation Overview\" href=\"/2008/10/PULL-Profile-2012.pdf\" target=\"_blank\"><img class=\"size-full wp-image-2134 alignleft\" style=\"margin-top: 0px; margin-bottom: 0px;\" title=\"PULL Profile 2012\" alt=\"\" src=\"/pullinc/wp-content/uploads/2008/10/PULL.Profile.contact.jpg\" width=\"200\" height=\"266\" /></a>\r\n\r\n<strong>PULL Brand Innovation</strong>\r\n<span style=\"color: #808080;\">Influence by Design</span>\r\n<span style=\"color: #808080;\"> Part of the Dawson+Company Creative Group</span>\r\n<span style=\"color: #808080;\"> Ojai, California 93023 USA</span>\r\n<span style=\"color: #000000;\"><strong>Business Inquiries Contact:</strong></span>\r\n<strong>Thomson Dawson</strong>\r\n<strong> Managing Partner</strong>\r\n<strong> Brand Strategist / Chief Creative Officer</strong>\r\n<strong> Mobile Direct 805 886 5902</strong>\r\n<a title=\"Contact Thomson Dawson\" href=\"mailto:tdawson@pullinc.com\" target=\"_blank\">tdawson@pullinc.com</a>\r\n<h3>PULL Strategic Alliance Partners</h3>\r\n<img class=\"size-full wp-image-3300 alignnone\" style=\"margin-top: 20px; margin-bottom: 20px;\" title=\"BlakeProjectlogo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2008/10/BlakeProjectlogoFINAL.jpg\" width=\"200\" height=\"204\" />\r\nThe Blake Project is a strategic brand consultancy with extensive expertise in brand education, market research and brand licensing. The Blake Project offers proven proprietary tools and methods to help brand owners break through complex marketing and brand licensing challenges. The Blake Project is the publisher of Brand Strategy Insider, a premier blog in the field of brand education, strategy, and licensing. Branding Strategy Insider has 30,000 daily readers and is rated in the top 50 marketing blogs according to Advertising Age.\r\n\r\n<span style=\"color: #808080;\"><strong>Contact:</strong></span>\r\n<span style=\"color: #808080;\"><strong> Derrick Daye</strong></span>\r\n<span style=\"color: #808080;\"><strong> Managing Partner</strong></span>\r\n<span style=\"color: #808080;\"><strong> Mobile 813 842 2260</strong></span>\r\n<span style=\"color: #808080;\"><strong><a href=\"mailto:ddaye@theblakeproject.com\">ddaye@theblakeproject.com</a></strong></span>\r\n<strong> <a title=\"The Blake Project Website\" href=\"http://www.theblakeproject.com\" target=\"_blank\">www.theblakeproject.com</a></strong>\r\n<strong> <a title=\"Branding Strategy Insider Blog\" href=\"http://www.brandingstrategyinsider.com\" target=\"_blank\">www.brandingstrategyinsider.com</a></strong>\r\n\r\n&nbsp;\r\n\r\n<strong><span style=\"color: #808080;\"><img class=\"alignnone size-full wp-image-1183\" title=\"BrandIQlogo-Blue\" alt=\"\" src=\"/pullinc/wp-content/uploads/2008/10/BrandIQlogo-Blue.png\" width=\"181\" height=\"44\" /></span></strong>\r\n<span style=\"color: #000000;\">BrandIQ is a consumer insights and market research firm with full-service qualitative and quantitative consumer research capabilities. BrandIQ brings real knowledge beyond the numbers that provides brand owners more clarity and peace of mind in the strategic decisions made in innovation and strengthening your brand equity.</span>\r\n\r\n<span style=\"color: #808080;\"><strong>Consumer Insight and Research</strong></span>\r\n<span style=\"color: #808080;\"> 801 Hyperion Ave. Studio 104</span>\r\n<span style=\"color: #808080;\"> Los Angeles, CA 90027</span>\r\n<span style=\"color: #808080;\"> v 323 912 1935  f 323 912 1939</span>\r\n<span style=\"color: #808080;\"><strong>Contact:</strong></span>\r\n<span style=\"color: #808080;\"> <strong> Mike Murphy</strong></span>\r\n<span style=\"color: #808080;\"> <strong> Founder &amp; CEO</strong></span>\r\n<span style=\"color: #808080;\"> <strong> <a href=\"mailto:mmurphy@brandiq.biz\" target=\"_blank\">mmurphy@brandiq.biz</a></strong></span>\r\n<span style=\"color: #808080;\"> <strong> <a href=\"http://www.brandiq.biz\" target=\"_blank\">www.brandiq.biz</a></strong></span>', 'Contact Us', '', 'publish', 'closed', 'closed', '', 'contactus', '', '', '2013-03-08 22:43:07', '2013-03-08 22:43:07', '', 0, 'http://www.pullinc.com/?page_id=11', 5, 'page', '', 0),
(3610, 1, '2013-03-08 22:42:30', '2013-03-08 22:42:30', '<h3>If your company has a brand innovation or product launch challenge that\'s impacting your success in the marketplace, let\'s begin a conversation to learn how we can help you achieve your brand building objectives.</h3>\r\n\r\n<a title=\"PULL Brand Innovation Overview\" href=\"/2008/10/PULL-Profile-2012.pdf\" target=\"_blank\"><img class=\"size-full wp-image-2134 alignleft\" style=\"margin-top: 0px; margin-bottom: 0px;\" title=\"PULL Profile 2012\" alt=\"\" src=\"/pullinc/wp-content/uploads/2008/10/PULL.Profile.contact.jpg\" width=\"200\" height=\"266\" /></a>\r\n\r\n<strong>PULL Brand Innovation</strong>\r\n<span style=\"color: #808080;\">Influence by Design</span>\r\n<span style=\"color: #808080;\"> Part of the Dawson+Company Creative Group</span>\r\n<span style=\"color: #808080;\"> Ojai, California 93023 USA</span>\r\n<span style=\"color: #000000;\"><strong>Business Inquiries Contact:</strong></span>\r\n<strong>Thomson Dawson</strong>\r\n<strong> Managing Partner</strong>\r\n<strong> Brand Strategist / Chief Creative Officer</strong>\r\n<strong> Mobile Direct 805 886 5902</strong>\r\n<a title=\"Contact Thomson Dawson\" href=\"mailto:tdawson@pullinc.com\" target=\"_blank\">tdawson@pullinc.com</a>\r\n\r\n<h3>PULL Strategic Alliance Partners</h3>\r\n<img class=\"size-full wp-image-3300 alignnone\" style=\"margin-top: 20px; margin-bottom: 20px;\" title=\"BlakeProjectlogo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2008/10/BlakeProjectlogoFINAL.jpg\" width=\"200\" height=\"204\" />\r\nThe Blake Project is a strategic brand consultancy with extensive expertise in brand education, market research and brand licensing. The Blake Project offers proven proprietary tools and methods to help brand owners break through complex marketing and brand licensing challenges. The Blake Project is the publisher of Brand Strategy Insider, a premier blog in the field of brand education, strategy, and licensing. Branding Strategy Insider has 30,000 daily readers and is rated in the top 50 marketing blogs according to Advertising Age.\r\n\r\n<span style=\"color: #808080;\"><strong>Contact:</strong></span>\r\n<span style=\"color: #808080;\"><strong> Derrick Daye</strong></span>\r\n<span style=\"color: #808080;\"><strong> Managing Partner</strong></span>\r\n<span style=\"color: #808080;\"><strong> Mobile 813 842 2260</strong></span>\r\n<span style=\"color: #808080;\"><strong><a href=\"mailto:ddaye@theblakeproject.com\">ddaye@theblakeproject.com</a></strong></span>\r\n<strong> <a title=\"The Blake Project Website\" href=\"http://www.theblakeproject.com\" target=\"_blank\">www.theblakeproject.com</a></strong>\r\n<strong> <a title=\"Branding Strategy Insider Blog\" href=\"http://www.brandingstrategyinsider.com\" target=\"_blank\">www.brandingstrategyinsider.com</a></strong>\r\n\r\n&nbsp;\r\n\r\n<strong><span style=\"color: #808080;\"><img class=\"alignnone size-full wp-image-1183\" title=\"BrandIQlogo-Blue\" alt=\"\" src=\"/pullinc/wp-content/uploads/2008/10/BrandIQlogo-Blue.png\" width=\"181\" height=\"44\" /></span></strong>\r\n<span style=\"color: #000000;\">BrandIQ is a consumer insights and market research firm with full-service qualitative and quantitative consumer research capabilities. BrandIQ brings real knowledge beyond the numbers that provides brand owners more clarity and peace of mind in the strategic decisions made in innovation and strengthening your brand equity.</span>\r\n\r\n<span style=\"color: #808080;\"><strong>Consumer Insight and Research</strong></span>\r\n<span style=\"color: #808080;\"> 801 Hyperion Ave. Studio 104</span>\r\n<span style=\"color: #808080;\"> Los Angeles, CA 90027</span>\r\n<span style=\"color: #808080;\"> v 323 912 1935  f 323 912 1939</span>\r\n<span style=\"color: #808080;\"><strong>Contact:</strong></span>\r\n<span style=\"color: #808080;\"> <strong> Mike Murphy</strong></span>\r\n<span style=\"color: #808080;\"> <strong> Founder &amp; CEO</strong></span>\r\n<span style=\"color: #808080;\"> <strong> <a href=\"mailto:mmurphy@brandiq.biz\" target=\"_blank\">mmurphy@brandiq.biz</a></strong></span>\r\n<span style=\"color: #808080;\"> <strong> <a href=\"http://www.brandiq.biz\" target=\"_blank\">www.brandiq.biz</a></strong></span>', 'Contact Us', '', 'inherit', 'open', 'open', '', '11-revision-4', '', '', '2013-03-08 22:42:30', '2013-03-08 22:42:30', '', 11, 'http://pullinc.berchman.net/11-revision-4/', 0, 'revision', '', 0),
(99, 2, '2009-01-18 20:15:47', '2009-01-18 20:15:47', '<h2>You\'ll be in good company.</h2>\r\n<h3>We\'ve served emerging brands in diverse industry categories. We contribute our expertise to increase your capabilities, improve your effectiveness, and help you make confident decisions about the strategic and creative aspects of creating competitive advantage and building brand value.</h3>\r\n<ul id=\"case-study-grid\">\r\n	<li class=\"thumb\" id=\"lacreme\"><a title=\"Case Study: LaCreme Master Brand Development\" href=\"/pullinc/case-studies/lacreme/\" class=\"text\">LaCreme:<br />A strategic brand positioning that promises a rich and creamy experience.</a></li>\r\n	<li class=\"thumb\" id=\"bloom\"><a title=\"Case Story: Bloom Markets Brand Development\" href=\"/pullinc/case-studies/bloom/\" class=\"text\">Bloom:<br />Creating a new brand for a new way to buy groceries.</a></li>\r\n	<li class=\"thumb\" id=\"sprigeo\"><a title=\"Case Study: Sprigeo Brand Development\" href=\"/pullinc/case-studies/sprigeo/\" class=\"text\">Sprigeo:<br />Building a brand to stop bullying in school.</a></li>\r\n	<li class=\"thumb\" id=\"kevita\"><a title=\"Case Study: Kevita Probiotic Drinks Brand Development\" href=\"/pullinc/case-studies/kevita/\" class=\"text\">Kevita:<br />Refreshing a functional beverage brand for its next level of growth.</a></li>\r\n	<li class=\"thumb\" id=\"jamulife\"><a title=\"Case Study: JamuLife Brand Development\" href=\"/pullinc/case-studies/jamulife/\" class=\"text\">JamuLife:<br />Revealing an ancient secret for health and beauty to US consumers.</a></li>\r\n	<li class=\"thumb\" id=\"iconfootwear\"><a title=\"Case Story: Icon Footwear Brand Development\" href=\"/pullinc/case-studies/icon-footwear/\" class=\"text\">Icon:<br />Everyday originality for greater retail presence.</a></li>\r\n	<li class=\"thumb\" id=\"hydrelle\"><a title=\"Case Story: Hydrelle Brand Development\" href=\"/pullinc/case-studies/hydrelle/\" class=\"text\">Hydrelle:<br />Nothing feels better than looking fabulous.</a></li>\r\n	<li class=\"thumb\" id=\"haworth\"><a title=\"Case Story: Haworth, Inc. Corporate Identity Development\" href=\"/pullinc/case-studies/haworth/\" class=\"text\">Haworth:<br />Building a global office furniture brand through innovative product design.</a></li>\r\n	<li class=\"thumb\" id=\"soulmate\"><a title=\"Case Story: Soulmate Diamond Jewelry Brand Development\" href=\"/pullinc/case-studies/soulmate/\" class=\"text\">Soulmate:<br />Creating a new diamond jewelry brand celebrating life\'s special connections.</a></li>\r\n	<li class=\"thumb\" id=\"brightformat\"><a title=\"Case Study: Brightformat Strategic Brand Development\" href=\"/pullinc/case-studies/brightformat/\" class=\"text\">Brightformat:<br />Creating a new foundation for a bright future.</a></li>\r\n	<li class=\"thumb\" id=\"spaojai\"><a title=\"Case Study: Spa Ojai Product Development\" href=\"/pullinc/case-studies/spa-ojai/\" class=\"text\">Spa Ojai:<br />Capturing the essence of a world class spa experience.</a></li>\r\n	<li class=\"thumb\" id=\"woodalls\"><a title=\"Case Study: Woodall’s Brand Positioning\" href=\"/pullinc/case-studies/woodalls/\" class=\"text\">Woodalls:<br />Positioning a brand facing the headwinds of a turbulent economy.</a></li>\r\n</ul>', 'PULL Brand Innovation Case Stories', '', 'publish', 'closed', 'closed', '', 'case-studies', '', '', '2013-03-18 20:54:03', '2013-03-18 20:54:03', '', 0, 'http://www.pullinc.com/?page_id=99', 3, 'page', '', 0);
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(3794, 1, '2013-03-07 01:26:25', '2013-03-07 01:26:25', '<div id=\"top-line-home\">PULL Brand Innovation is a strategic brand development consultancy helping marketers of emerging brands create enduring foundations for competitive advantage and business success.</div>\r\n<div id=\"home-pull-logo\"><a href=\"/\"><img class=\"alignnone size-full wp-image-3516\" alt=\"PULL Inc. Logo\" src=\"/pullinc/wp-content/uploads/2013/02/pull-ID.png\" width=\"191\" height=\"187\" /></a></div>\r\n[nivoslider id=\"3490\"]\r\n<div id=\"blog-home\">\r\n\r\n<a title=\"Blog: PULL Brand Innovation Influence by Design\" href=\"/blog-influence-by-design/\"><img class=\"alignnone size-full wp-image-3500\" alt=\"Image of the Emperor and his clothes\" src=\"/pullinc/wp-content/uploads/2013/02/emperors_clothes.jpg\" width=\"114\" height=\"104\" /></a>\r\n<div class=\"wrapper\">\r\n<h2>From our blog Influence by Design</h2>\r\nHow to insure your brand strategy is more than the emperor’s new clothes.\r\n<a title=\"Blog: PULL Brand Innovation Influence by Design\" href=\"/blog-influence-by-design/\">Read our latest post</a>\r\n\r\n</div>\r\n</div>\r\n<div id=\"workshop-home\">\r\n\r\n<a title=\"Workshops\" href=\"/workshops/\"><img class=\"alignnone size-full wp-image-3499\" alt=\"Title Image: Creating Bigger Futures\" src=\"/pullinc/wp-content/uploads/2013/02/creating_bigger_futures.jpg\" width=\"195\" height=\"103\" /></a>\r\n<div class=\"wrapper\">Our strategic brand development workshops guide marketing teams to greater insight, clarity and confidence to unlock the full potential of their brand building intitiaitves.\r\n<a title=\"Workshops\" href=\"/workshops/\">Learn more</a></div>\r\n</div>', 'PULL Inc. Home Page', '', 'inherit', 'open', 'open', '', '2-revision-20', '', '', '2013-03-07 01:26:25', '2013-03-07 01:26:25', '', 2, 'http://berchman.net/pullinc/2-revision-20/', 0, 'revision', '', 0),
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(3791, 1, '2013-03-15 21:32:02', '2013-03-15 21:32:02', '', '04-Kevita', '', 'inherit', 'open', 'open', '', '04-kevita', '', '', '2013-03-15 21:32:02', '2013-03-15 21:32:02', '', 0, 'http://berchman.net/pullinc/wp-content/uploads/2013/03/04-Kevita.jpg', 0, 'attachment', 'image/jpeg', 0),
(3792, 1, '2013-03-15 21:32:03', '2013-03-15 21:32:03', '', '03-Sprigeo', '', 'inherit', 'open', 'open', '', '03-sprigeo', '', '', '2013-03-15 21:32:03', '2013-03-15 21:32:03', '', 0, 'http://berchman.net/pullinc/wp-content/uploads/2013/03/03-Sprigeo.png', 0, 'attachment', 'image/png', 0),
(3594, 1, '2009-01-19 16:22:46', '2009-01-19 20:22:46', '<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>Business Services\nDayStarUSA\nBrand Strategy / Naming and Corporate Identity Development</strong></span></span>\n\n<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>\n</strong></span></span>\n\n<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>\n</strong></span></span>\n\n<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>\n</strong></span></span>\n\n<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>\n</strong></span></span>\n<h1><span style=\"color: #808080;\">This national retail facilities maintenance company reinvents itself as a foundation for building a bright future.</span></h1>\n<span style=\"color: #808000;\"><img class=\"alignnone size-full wp-image-1123\" title=\"daystarlead\" src=\"/pullinc/wp-content/uploads/2009/01/daystarlead.jpg\" alt=\"\" width=\"515\" height=\"207\" />\n</span>\n<h2><span style=\"color: #808000;\">The merger of two retail facilities management and maintenance companies creates an opportunity to define a new level of service to big box retail chain customers across the USA. </span></h2>\n<span style=\"color: #333333;\">DaystarUSA was born from two service companies, one a landscape maintenance company, and its sibling company, which provided building and parking lot maintenance services. Both were operated as separate divisions with their own sales, maintenance and logistics operations and business identities.</span>\n\nAs a result of the consolidated logistic and customer service groups, executive management determined that the separate sales and marketing teams would be more effective if they were consolidated into one group as well, thus creating an opportunity to develop a completely new corporate identity to increase it’s value proposition and clearly define its competitive advantage to customers. PULL was retained to make an assessment on naming and developing the positioning for these combined operations.  PULL created a new comprehensive corporate identity system and created and implemented all of the company\'s integrated marketing communications program targeting facilities management executives within national retail chains throughout the USA.\n\n<strong>Business Outcome\nDaystarUSA was able to gain higher value retail customers who highly value the integrated services and logistical scale required to manage their retail properties effectively.</strong>\n\n<img class=\"alignnone size-full wp-image-622\" title=\"daystarlogo\" src=\"/pullinc/wp-content/uploads/2009/01/daystarlogo.gif\" alt=\"daystarlogo\" width=\"515\" height=\"158\" /><img class=\"alignnone size-full wp-image-1124\" title=\"daystartruck\" src=\"/pullinc/wp-content/uploads/2009/01/daystartruck.jpg\" alt=\"\" width=\"515\" height=\"301\" />\n\n<span style=\"color: #333333;\"><strong>\n</strong></span>', 'DayStarUSA', '', 'inherit', 'open', 'open', '', '108-revision', '', '', '2009-01-19 16:22:46', '2009-01-19 20:22:46', '', 108, 'http://pullinc.berchman.net/108-revision/', 0, 'revision', '', 0),
(3555, 1, '2013-03-02 00:40:41', '2013-03-02 00:40:41', '', 'caseStudy', '', 'inherit', 'open', 'open', '', 'casestudy', '', '', '2013-03-02 00:40:41', '2013-03-02 00:40:41', '', 99, 'http://www.pullinc.dev/wp-content/uploads/2009/01/caseStudy.gif', 0, 'attachment', 'image/gif', 0),
(3553, 1, '2013-03-02 00:38:07', '2013-03-02 00:38:07', '<h1>You\'ll be in good company.</h1>\r\n<h1>We\'ve served emerging brands in diverse industry categories. We contribute our expertise to increase your capabilities, improve your effectiveness, and help you make confident decisions about the strategic and creative aspects of creating competitive advantage and building brand value.</h1>\r\n\r\n<h3><a href=\"/2009/01/PULL-Case-Studies-onesheet.final_.pdf\" target=\"_blank\">\r\nDownload Case Studies (pdf)</a>\r\n<a title=\"PULL Portfolio\" href=\"http://www.krop.com/pullbrandinnovation/#/\" target=\"_blank\">Review our Portfolio of Brand Innovation and Development Work</a></h3>\r\n<div id=\"case-study-grid\">\r\n<img class=\"alignnone size-full wp-image-2132\" title=\"PULL Case Studies\" src=\"/pullinc/wp-content/uploads/2009/01/pulllogopage.jpg\" alt=\"Serving diverse clients\" width=\"515\" height=\"681\" />\r\n</div>', 'PULL Brand Innovation Case Stories', '', 'inherit', 'open', 'open', '', '99-revision-3', '', '', '2013-03-02 00:38:07', '2013-03-02 00:38:07', '', 99, 'http://www.pullinc.dev/99-revision-3/', 0, 'revision', '', 0),
(108, 2, '2009-01-19 16:22:46', '2009-01-19 16:22:46', '<p>&nbsp;</p>\r\n<p><span style=\"color: #808080;\"><strong>Hospitality / Travel</strong></span><br />\r\n<span style=\"color: #808080;\"> <strong>Ojai Valley Inn &amp; Spa</strong></span><br />\r\n<span style=\"color: #808080;\"> <strong>Brand Strategy / Product Brand Development / Retail Packaging</strong></span></p>\r\n<h1><span style=\"color: #b8860b;\">We helped this premier spa resort create a private label brand of amenities products capturing the essence of this unique spa experience.</span></h1>\r\n<p><img class=\"alignnone size-full wp-image-3741\" alt=\"Spa Ojai\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/ovispabuilding.jpg\" width=\"515\" height=\"290\" /></p>\r\n<p>The Ojai Valley Inn &amp; Spa is Southern California’s premier resort, and Conde Nast ranks it in the top ten of all resorts in the US. Known the world over for its serene beauty and restorative powers, Spa Ojai offers guests an uncompromising spa experience.</p>\r\n<p>Collaborating with the Spa Ojai’s executive management, product development and marketing teams, PULL positioned and created a private label brand of spa amenities and apothecary products that help define and capture the essence of the Spa Ojai experience. These first generation spa amenities products were created from exclusive natural formulas and sold exclusively in the retail shops on the property.</p>\r\n<p><img class=\"alignnone size-full wp-image-3742\" alt=\"Spa Ojai Packaging\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/OVI-Packaging.jpg\" width=\"520\" height=\"461\" /><br />\r\n<img class=\"alignnone size-full wp-image-3743\" alt=\"Spa Ojai Package Detail\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/spaojai.jpg\" width=\"515\" height=\"614\" /></p>\r\n<p><img class=\"alignnone size-full wp-image-3744\" alt=\"Ojai Spa-Web-Home\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/OjaiSpa-Web-Home.jpg\" width=\"531\" height=\"405\" /></p>\r\n<p>This comprehensive  private label brand development program included brand strategy and positioning, brand identity development, retail packaging, point of sale and print and online marketing communications.</p>\r\n', 'Case Study: Spa Ojai Product Development', '', 'publish', 'closed', 'closed', '', 'spa-ojai', '', '', '2013-03-13 17:30:31', '2013-03-13 17:30:31', '', 99, 'http://www.pullinc.com/?page_id=108', 9, 'page', '', 0),
(111, 2, '2009-01-19 16:50:24', '2009-01-19 16:50:24', '&nbsp;\r\n\r\nMedical Device / Facial Dermal Filler\r\nHydrelle Market Launch\r\nCoapt Systems Inc.\r\nBrand Strategy /  Brand Development / Communications\r\n<h1><span style=\"color: #b8860b;\">This facial aesthetics marketer creates a new product brand for women consumers in the North American marketplace.</span></h1>\r\n<img class=\"alignnone size-full wp-image-3770\" alt=\"Hydrelle Brand\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/hydrelleface31.jpg\" width=\"514\" height=\"216\" />\r\n\r\nCoapt Systems is a global developer and marketer of facial aesthetic products for the plastic surgery and dermatology markets. To grow their business outside of their core products of minimally invasive surgical devices, Coapt licensed a new technology for the facial dermal filler marketplace. PULL was asked to develop a completely new product brand to be marketed under the trade name “Hydrelle”.\r\n\r\nFrom the ground up, PULL developed the strategic brand positioning targeting a younger, more affluent consumer. In conversations with women patients of facial dermal fillers, we learned their frequency of application would increase significantly if the experience was less painful. With that insight we helped the marketing team develop the brand positioning, brand messaging platform and tag line centered around the products most compelling competitive advantage–pain free injection.\r\n\r\n<img class=\"alignnone size-full wp-image-3771\" alt=\"Hydrelle Brand Identity\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/hydrellelogo-vector-white.gif\" width=\"515\" height=\"368\" />\r\n\r\n<img class=\"alignnone size-full wp-image-3772\" alt=\"Hydrelle Literature\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/hydrelle-lit.jpg\" width=\"800\" height=\"541\" />\r\n\r\n<img class=\"alignnone size-full wp-image-3773\" alt=\"Hydrelle-Doc-Brochures\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/Hydrelle-Doc-Brochures.jpg\" width=\"800\" height=\"486\" />\r\n\r\nTo bring this value proposition to life, we created a comprehensive brand identity system that included the new logotype, trade name signatures, trade dress, product packaging and brand messaging guidelines that serve as the foundation for developing marketing communications and surgical practice enhancement programs to support the market launch of the product in the US and Canada. PULL completed this work in an extreme short 8-week time frame from project kick off to market launch.\r\n\r\nSix months after the product’s introduction, Hydrelle had gained the trust of influential facial aesthetic surgeons and dermatologists who were able to increase incremental consultations with prospect women consumers considering the procedure.\r\n<h3>“PULL did an excellent job of guiding our marketing team through the strategic positioning and creative development process for our recent Hydrelle product launch. PULL’s contributions to our success were exceptional. More importantly, on a very tight implementation schedule, PULL delivered all the market launch communications materials on-time and on-budget!”</h3>\r\nDavid Barella,\r\nSenior Vice President\r\nGlobal Marketing, Coapt Systems, Inc.', 'Case Story: Hydrelle Brand Development', '', 'publish', 'closed', 'closed', '', 'hydrelle', '', '', '2013-03-18 20:54:32', '2013-03-18 20:54:32', '', 99, 'http://www.pullinc.com/?page_id=111', 4, 'page', '', 0),
(3775, 2, '2013-03-13 19:36:51', '2013-03-13 19:36:51', '&nbsp;\r\n\r\nMedical Device / Facial Dermal Filler\r\nHydrelle Market Launch\r\nCoapt Systems Inc.\r\nBrand Strategy /  Brand Development / Communications\r\n<h1><span style=\"color: #b8860b;\">This facial aesthetics marketer creates a new product brand for women consumers in the North American marketplace.</span></h1>\r\n<img class=\"alignnone size-full wp-image-3770\" alt=\"Hydrelle Brand\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/hydrelleface31.jpg\" width=\"514\" height=\"216\" />\r\n\r\nCoapt Systems is a global developer and marketer of facial aesthetic products for the plastic surgery and dermatology markets. To grow their business outside of their core products of minimally invasive surgical devices, Coapt licensed a new technology for the facial dermal filler marketplace. PULL was asked to develop a completely new product brand to be marketed under the trade name “Hydrelle”.\r\n\r\nFrom the ground up, PULL developed the strategic brand positioning targeting a younger, more affluent consumer. In conversations with women patients of facial dermal fillers, we learned their frequency of application would increase significantly if the experience was less painful. With that insight we helped the marketing team develop the brand positioning, brand messaging platform and tag line centered around the products most compelling competitive advantage–pain free injection.\r\n\r\n<img class=\"alignnone size-full wp-image-3771\" alt=\"Hydrelle Brand Identity\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/hydrellelogo-vector-white.gif\" width=\"515\" height=\"368\" />\r\n\r\n<img class=\"alignnone size-full wp-image-3772\" alt=\"Hydrelle Literature\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/hydrelle-lit.jpg\" width=\"800\" height=\"541\" />\r\n\r\n<img class=\"alignnone size-full wp-image-3773\" alt=\"Hydrelle-Doc-Brochures\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/Hydrelle-Doc-Brochures.jpg\" width=\"800\" height=\"486\" />\r\n\r\nTo bring this value proposition to life, we created a comprehensive brand identity system that included the new logotype, trade name signatures, trade dress, product packaging and brand messaging guidelines that serve as the foundation for developing marketing communications and surgical practice enhancement programs to support the market launch of the product in the US and Canada. PULL completed this work in an extreme short 8-week time frame from project kick off to market launch.\r\n\r\nSix months after the product’s introduction, Hydrelle had gained the trust of influential facial aesthetic surgeons and dermatologists who were able to increase incremental consultations with prospect women consumers considering the procedure.\r\n<h3>“PULL did an excellent job of guiding our marketing team through the strategic positioning and creative development process for our recent Hydrelle product launch. PULL’s contributions to our success were exceptional. More importantly, on a very tight implementation schedule, PULL delivered all the market launch communications materials on-time and on-budget!”</h3>\r\n&nbsp;\r\n\r\nDavid Barella,\r\nSenior Vice President\r\nGlobal Marketing, Coapt Systems, Inc.', 'Case Story: Hydrelle Brand Development', '', 'inherit', 'open', 'open', '', '111-revision-5', '', '', '2013-03-13 19:36:51', '2013-03-13 19:36:51', '', 111, 'http://berchman.net/pullinc/111-revision-5/', 0, 'revision', '', 0),
(3631, 2, '2013-03-08 23:29:34', '2013-03-08 23:29:34', '<strong> </strong><span style=\"color: #808080\"><strong>Technology Products\r\nLocal Market Launch\r\nBrand Strategy / New Product and Brand Development</strong></span>\r\n\r\n<span style=\"color: #808080\"><strong>\r\n</strong></span>\r\n\r\n<span style=\"color: #808080\"><strong>\r\n</strong></span>\r\n\r\n<span style=\"color: #808080\"><strong>\r\n</strong></span>\r\n\r\n<span style=\"color: #808080\"><strong>\r\n</strong></span>\r\n<h1><span style=\"color: #808080\">When HP invented a new direct disk labeling technology, we invented a new global attribute product brand.</span></h1>\r\n<span style=\"color: #808000\"><span style=\"color: #ff9900\"><span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-1096\" title=\"hplead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/hplead.jpg\" width=\"515\" height=\"221\" />\r\n</span></span></span>\r\n<h2 style=\"text-align: left\">Hewlett-Packard continues to live up to its promise to invent useful technologies in personal computing, digital imaging and printing products. HP invented a revolutionary direct disc labeling technology that enabled users to burn silk-screen quality CD labels right from the computer’s disc drive.</h2>\r\n<h3><strong>Challenge</strong></h3>\r\n<p style=\"text-align: left\">The business and marketing strategy mandated this technology be branded under a new tradename targeted to OEM companies who would license the technology and embed it into their computer and media storage products. As a result, we were challenged to develop a strategic positioning for this technology that consumers and OEM’s would perceive as the defacto standard for direct disc labeling.</p>\r\n<strong><img class=\"alignnone size-full wp-image-1999\" title=\"lightscribe\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/lightscribe1.jpg\" width=\"515\" height=\"264\" /><img class=\"alignnone size-full wp-image-2001\" title=\"hp-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/hp-id1.jpg\" width=\"514\" height=\"176\" /></strong>\r\n\r\n<img class=\"alignnone size-full wp-image-1098\" title=\"hpguidline\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/hpguidline.jpg\" width=\"515\" height=\"302\" /><strong></strong>\r\n<h3><strong>Innovation</strong></h3>\r\nThrough discovery, we gained insight into the primary motivations behind consumers preferred methods of labeling their media content. Through this learning, we recognized self expression was a motivating factor for users to share their music and video assets on CD or DVD. From that learning, we crafted a differentiated product positioning that set a new standard for media labeling other disc labeling alternatives could not accomplish. Providing a professional silk screen quality printed effect directly on the disk surface deeply resonated with consumers who archive and share their favorite pictures and music with friends.\r\n\r\nBased on this positioning, we developed the tradename and designed the visual brand identity system. Included in the identity development, we created a comprehensive design management system to enable consumers to properly identify computer and media storage products having this embedded feature. Additionally, we planned and developed all the marketing communications targeted to OEM licensee companies interested in early adoption of this technology in their products.\r\n<h3><strong>Business Outcome</strong></h3>\r\n<strong>Now known throughout the industry as LightScribe Direct Disk Labeling,  it continues to be one of HP’s most successful product introductions. You’ll find LightScribe enabled disk drives and media storage products represented by nearly every major brand throughout the world.</strong>\r\n\r\n<strong><a href=\"/2009/01/pull_case_study_hp.pdf\"> Download HP Case Study</a></strong>', 'Case Story: Local Market Launch', '', 'inherit', 'open', 'open', '', '111-revision-3', '', '', '2013-03-08 23:29:34', '2013-03-08 23:29:34', '', 111, 'http://pullinc.berchman.net/111-revision-3/', 0, 'revision', '', 0),
(113, 2, '2009-01-19 16:52:47', '2009-01-19 20:52:47', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Grocery Retail\r\nBloom Markets / Delhaize Group USA\r\nBrand Identity Developmen</strong><strong>t</strong></span>\r\n<h1><span style=\"color: #b8860b;\">We created a new brand for a new way to buy groceries and business is blooming!</span></h1>\r\n<img class=\"alignnone size-full wp-image-1060\" title=\"bloomgirl\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomgirl.jpg\" width=\"515\" height=\"238\" />\r\n\r\nAfter many years of fine-tuning a low price strategy for grocery retailing, Food Lion recognized the increased competitive threat to its core business by several non-traditional grocery discounters entering its markets. In response, Food Lion developed Bloom– a consumer centric grocery retailing concept that offered affluent customers a more enjoyable, hassle-free shopping experience with more convenient ready to eat meal selections.\r\n\r\n<span style=\"color: #333333;\"><img class=\"alignnone  wp-image-1088\" title=\"bloom-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloom-id3.gif\" /></span>\r\n\r\n<span style=\"color: #333333;\"><img class=\"alignnone  wp-image-1061\" title=\"bloominterior\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloominterior.jpg\" /></span>\r\n\r\n<span style=\"color: #333333;\"><img class=\"alignnone  wp-image-1062\" title=\"bloomstyleguide\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomstyleguide1.jpg\" /></span>\r\n\r\n<span style=\"color: #333333;\"><img class=\"alignnone  wp-image-1063\" title=\"bloomcheckout\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomcheckout.jpg\" />\r\n</span>\r\n\r\nPULL was asked to create an entirely new grocery brand from the ground up. We consulted with Food Lion’s management, marketing and store development teams on brand positioning, and provided a strategic assessment on naming alternatives that were under consideration.  The trade name Bloom was selected because it represented fresh, lively and natural goodness– all defining attributes of the merchandising plan to offer more convenient and prepared foods to a more affluent consumer.\r\n\r\nTo bring this new concept to life, we provided the store development team with a comprehensive brand identity system and design solution for store decor and design, facility signage, in-store merchandising, sub-branded areas within the store and way-finding signage. Additionally. we created the design management tools necessary to guide other creative and advertising partners who would develop future market communications programs for store grand openings.\r\n\r\n<strong>The first Bloom Markets opened in 2004 to rave customer and industry reviews. Business is blooming. Since opening the first store, nearly 60 more stores have been added, and more are on their way across the mid-atlantic and southeast regions.</strong>\r\n\r\n<span style=\"color: #333333;\"><strong><a href=\"/2009/01/pull_case_study_bloom.pdf\">Download Bloom Case Study</a></strong></span>', 'Case Story: Bloom Markets Brand Development', '', 'publish', 'closed', 'open', '', 'bloom', '', '', '2013-03-13 17:55:27', '2013-03-13 17:55:27', '', 99, 'http://www.pullinc.com/?page_id=113', 0, 'page', '', 0),
(3622, 2, '2013-03-13 17:55:39', '2013-03-13 17:55:39', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Grocery Retail\r\nBloom Markets / Delhaize Group USA\r\nBrand Identity Developmen</strong><strong>t</strong></span>\r\n<h1><span style=\"color: #b8860b;\">We created a new brand for a new way to buy groceries and business is blooming!</span></h1>\r\n<img class=\"alignnone size-full wp-image-1060\" title=\"bloomgirl\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomgirl.jpg\" width=\"515\" height=\"238\" />\r\n\r\nAfter many years of fine-tuning a low price strategy for grocery retailing, Food Lion recognized the increased competitive threat to its core business by several non-traditional grocery discounters entering its markets. In response, Food Lion developed Bloom– a consumer centric grocery retailing concept that offered affluent customers a more enjoyable, hassle-free shopping experience with more convenient ready to eat meal selections.\r\n\r\n<span style=\"color: #333333;\"><img class=\"alignnone  wp-image-1088\" title=\"bloom-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloom-id3.gif\" /></span>\r\n\r\n<span style=\"color: #333333;\"><img class=\"alignnone  wp-image-1061\" title=\"bloominterior\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloominterior.jpg\" /></span>\r\n\r\n<span style=\"color: #333333;\"><img class=\"alignnone  wp-image-1062\" title=\"bloomstyleguide\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomstyleguide1.jpg\" /></span>\r\n\r\n<span style=\"color: #333333;\"><img class=\"alignnone  wp-image-1063\" title=\"bloomcheckout\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomcheckout.jpg\" />\r\n</span>\r\n\r\nPULL was asked to create an entirely new grocery brand from the ground up. We consulted with Food Lion’s management, marketing and store development teams on brand positioning, and provided a strategic assessment on naming alternatives that were under consideration.  The trade name Bloom was selected because it represented fresh, lively and natural goodness– all defining attributes of the merchandising plan to offer more convenient and prepared foods to a more affluent consumer.\r\n\r\nTo bring this new concept to life, we provided the store development team with a comprehensive brand identity system and design solution for store decor and design, facility signage, in-store merchandising, sub-branded areas within the store and way-finding signage. Additionally. we created the design management tools necessary to guide other creative and advertising partners who would develop future market communications programs for store grand openings.\r\n\r\n<strong>The first Bloom Markets opened in 2004 to rave customer and industry reviews. Business is blooming. Since opening the first store, nearly 60 more stores have been added, and more are on their way across the mid-atlantic and southeast regions.</strong>\r\n\r\n<span style=\"color: #333333;\"><strong><a href=\"/2009/01/pull_case_study_bloom.pdf\">Download Bloom Case Study</a></strong></span>', 'Case Story: Bloom Markets Brand Development', '', 'inherit', 'open', 'open', '', '113-autosave', '', '', '2013-03-13 17:55:39', '2013-03-13 17:55:39', '', 113, 'http://pullinc.berchman.net/113-autosave/', 0, 'revision', '', 0),
(115, 2, '2009-01-19 16:54:29', '2009-01-19 16:54:29', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Business Products Office Furniture\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</strong></span>\r\n<h1><span style=\"color: #808080;\"><span style=\"color: #b8860b;\">Based on its innovative product design, this leading office furniture company unifies its brand positioning and identity to become a global leader in defining and supporting the way people work.</span> </span></h1>\r\n<img class=\"alignnone size-full wp-image-1090\" title=\"haworthlead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworthlead.jpg\" width=\"515\" height=\"226\" />\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-838\" title=\"haworthlogo\" alt=\"haworthlogo\" src=\"/pullinc/wp-content/uploads/2009/01/haworthlogo.gif\" width=\"515\" height=\"125\" />\r\n\r\nAfter a decade of global acquisitions, Haworth had grown to become the world’s second largest manufacturer and marketer of office furniture and corporate facilities management services. As a result, Haworth’s brand and product offerings had become blurred and fragmented in the minds of its major corporate customers and influential industry professionals, architects and specifiers.\r\n\r\nTo gain global marketing and sales efficiencies, Haworth determined it must consolidate its diverse product lines, marketed under various trade names, into one global brand identity, and reposition its brand to a more design-driven customer segment. Working with Haworth\'s leadership and product marketing teams, PULL was retained to help Haworth redefine its global brand positioning, and refine its corporate identity system implemented across its global operations. We designed a refined logotype and positioning tag line \"furniture for what\'s next\" to communicate Haworth\'s forward looking vision to develop and bring to market office furniture products that support the rapid pace of change in the working environment.\r\n\r\n<img class=\"alignnone size-full wp-image-1091\" title=\"haworth-idcomp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworth-idcomp.jpg\" width=\"515\" height=\"301\" /><img class=\"alignnone size-full wp-image-1094\" title=\"haworthshow\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworthshow.jpg\" width=\"515\" height=\"301\" /><img class=\"alignnone size-full wp-image-2048\" title=\"haworthshow1\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworthshow1.jpg\" width=\"515\" height=\"243\" /><img class=\"alignnone size-full wp-image-2049\" title=\"haworthcorp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworthcorp.jpg\" width=\"515\" height=\"372\" /><img class=\"alignnone size-full wp-image-2051\" title=\"haworth logos\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworth-logos.jpg\" width=\"515\" height=\"237\" />\r\n\r\nTo bring this story to life for Haworth employees and customers, we developed a comprehensive corporate and marketing communications messaging guidelines to unify its global messaging and product showroom facilities around the world.  Over a three year period, we helped Haworth marketing teams execute this initiatives over all its product marketing and sales groups.\r\n\r\n<strong>Today, with over $2 billion dollars a year in revenue, Haworth continues to innovate the industry through office furniture solutions that are specified and installed in the facilities of leading corporate customers all over the world.</strong>\r\n\r\n<strong><a href=\"/2009/01/pull_case_study_haworth.pdf\">Download Haworth Case Study</a></strong>', 'Case Story: Haworth, Inc. Corporate Identity Development', '', 'publish', 'closed', 'closed', '', 'haworth', '', '', '2013-03-13 18:00:02', '2013-03-13 18:00:02', '', 99, 'http://www.pullinc.com/?page_id=115', 3, 'page', '', 0),
(3673, 2, '2013-03-13 18:00:12', '2013-03-13 18:00:12', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Business Products Office Furniture\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</strong></span>\r\n<h1><span style=\"color: #808080;\"><span style=\"color: #b8860b;\">Based on its innovative product design, this leading office furniture company unifies its brand positioning and identity to become a global leader in defining and supporting the way people work.</span> </span></h1>\r\n<img class=\"alignnone size-full wp-image-1090\" title=\"haworthlead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworthlead.jpg\" width=\"515\" height=\"226\" />\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-838\" title=\"haworthlogo\" alt=\"haworthlogo\" src=\"/pullinc/wp-content/uploads/2009/01/haworthlogo.gif\" width=\"515\" height=\"125\" />\r\n\r\nAfter a decade of global acquisitions, Haworth had grown to become the world’s second largest manufacturer and marketer of office furniture and corporate facilities management services. As a result, Haworth’s brand and product offerings had become blurred and fragmented in the minds of its major corporate customers and influential industry professionals, architects and specifiers.\r\n\r\nTo gain global marketing and sales efficiencies, Haworth determined it must consolidate its diverse product lines, marketed under various trade names, into one global brand identity, and reposition its brand to a more design-driven customer segment. Working with Haworth\'s leadership and product marketing teams, PULL was retained to help Haworth redefine its global brand positioning, and refine its corporate identity system implemented across its global operations. We designed a refined logotype and positioning tag line \"furniture for what\'s next\" to communicate Haworth\'s forward looking vision to develop and bring to market office furniture products that support the rapid pace of change in the working environment.\r\n\r\n<img class=\"alignnone size-full wp-image-1091\" title=\"haworth-idcomp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworth-idcomp.jpg\" width=\"515\" height=\"301\" /><img class=\"alignnone size-full wp-image-1094\" title=\"haworthshow\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworthshow.jpg\" width=\"515\" height=\"301\" /><img class=\"alignnone size-full wp-image-2048\" title=\"haworthshow1\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworthshow1.jpg\" width=\"515\" height=\"243\" /><img class=\"alignnone size-full wp-image-2049\" title=\"haworthcorp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworthcorp.jpg\" width=\"515\" height=\"372\" /><img class=\"alignnone size-full wp-image-2051\" title=\"haworth logos\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/haworth-logos.jpg\" width=\"515\" height=\"237\" />\r\n\r\nTo bring this story to life for Haworth employees and customers, we developed a comprehensive corporate and marketing communications messaging guidelines to unify its global messaging and product showroom facilities around the world.  Over a three year period, we helped Haworth marketing teams execute this initiatives over all its product marketing and sales groups.\r\n\r\n<strong>Today, with over $2 billion dollars a year in revenue, Haworth continues to innovate the industry through office furniture solutions that are specified and installed in the facilities of leading corporate customers all over the world.</strong>\r\n\r\n<strong><a href=\"/2009/01/pull_case_study_haworth.pdf\">Download Haworth Case Study</a></strong>', 'Case Story: Haworth, Inc. Corporate Identity Development', '', 'inherit', 'open', 'open', '', '115-autosave', '', '', '2013-03-13 18:00:12', '2013-03-13 18:00:12', '', 115, 'http://pullinc.berchman.net/115-autosave/', 0, 'revision', '', 0),
(118, 2, '2009-01-19 16:57:03', '2009-01-19 16:57:03', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Consumer Products\r\nJB Jewelry International\r\nBrand Strategy / Positioning / New Product Brand Development</strong></span>\r\n<h1><span style=\"color: #b8860b;\">This North American diamond jewelry distributor creates a new jewelry brand celebrating life\'s most enduring connections.</span></h1>\r\n<span style=\"color: #333333;\"><span style=\"color: #808000;\"><img class=\"alignnone size-full wp-image-2056\" title=\"Soulmatebrand-ID\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/Soulmatebrand-ID.jpg\" width=\"515\" height=\"330\" />\r\n</span></span>\r\n\r\nJB Jewelry is a global diamond jewelry marketer. Its North American subsidiary had created a line of mid-priced diamond pendant jewelry for distribution at mass retail outlets, department stores, and independent jewelry stores in the US and Canada. In a highly competitive category, management recognized they needed to define a space where they could play and win. They asked us to help them create a new brand from the ground up.\r\n\r\nWe began by focusing on the key product attribute – jewelry designs that featured keepsake diamond insets that were cut from the same original rough stone and placed in matching pendants. Most jewelry pieces of this type are commonly merchandised as stand alone pieces, one of many displayed in a generic jewelry case. Jewelry products of this type were ubiquitous.  We uncovered the highly emotional associations people had with \"keepsake\" gift giving. Splitting a rough stone and placing it in matching or nested designs was a perfect metaphor for the enduring bonds loved ones share. After all, nothing is more permanent than a diamond.\r\n\r\nFrom this learning, PULL created a value proposition and brand positioning strategy that focused solely on the enduring emotional connections consumers associated with a keepsake diamond purchase on the special occasions when these connections are celebrated in people\'s lives. What mattered most to people was coming together as one. And a result,  SoulMate Diamond Jewelry was born.\r\n\r\n<img class=\"alignnone size-full wp-image-2057\" title=\"soulmate.boxes\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/soulmate.boxes_.jpg\" width=\"515\" height=\"278\" /><img class=\"alignnone size-full wp-image-2058\" title=\"soulmate-cert\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/soulmate-cert.jpg\" width=\"515\" height=\"383\" />\r\n\r\n<img class=\"alignnone size-full wp-image-2061\" title=\"soulmate.brochure\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/soulmate.brochure.jpg\" width=\"515\" height=\"162\" /><a href=\"/2009/01/soulmate-spread.jpg\"><img class=\"alignnone size-full wp-image-2077\" title=\"soulmate-spread\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/soulmate-spread.jpg\" width=\"515\" height=\"305\" /></a>\r\n<img class=\"alignnone size-full wp-image-3750\" alt=\"soulmate billboard\" src=\"http://berchman.net/pullinc/wp-content/uploads/2009/01/soulmate-billboard.jpg\" width=\"600\" height=\"840\" />\r\n\r\nWe created the brand\'s essence, voice and identity expressed in the tagline \"Become one. Again.\".   We provided creative direction and guidance to the marketing team for defining the brand\'s retail presence and the components for market launch. Elements of the launch phase included keepsake packaging, in-store merchandising elements, collateral sales materials distributed to retailers, and the creative direction and messaging for a branded e-commerce web site.  Additionally we developed direct marketing communications used by retailers and targeting consumers purchasing for special occasions such as the birth of a child, Mother’s Day, birthdays and anniversaries.\r\n\r\n<strong>As a result of brand development initiative, SoulMate Diamond Jewelry was enthusiastically received by independent jewelry retailers in in the US and Canada. JB Jewelry was also successful in obtaining new distribution through several major jewelry retailers like Sterling, Gordon\'s and Macy\'s stores in North America. In the years since its introduction, the SoulMate brand  has grown distribution to key Asian markets.</strong>\r\n\r\n<strong><a href=\"/2009/01/pull_case_study_soulmate.pdf\">Download SoulMate Case Study</a></strong>', 'Case Story: Soulmate Diamond Jewelry Brand Development', '', 'publish', 'closed', 'closed', '', 'soulmate', '', '', '2013-03-13 17:36:47', '2013-03-13 17:36:47', '', 99, 'http://www.pullinc.com/?page_id=118', 6, 'page', '', 0);
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(1035, 1, '2010-02-25 01:40:56', '2010-02-25 01:40:56', '<a href=\"/2012/10/Brand-Workshops.jpg\"><img class=\"alignnone size-full wp-image-3159\" title=\"Brand-Workshops\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/10/Brand-Workshops.jpg\" width=\"515\" height=\"260\" /></a>\r\n<h1><span style=\"color: #b8860b;\">PULL Brand Innovation Brand Strategy Workshops for Emerging Brands. </span></h1>\r\n<h3>We offer marketing teams one and two-day, issue-based brand strategy workshops designed to help them gain greater clarity and confidence in their strategic and creative decision making.  Our brand strategy workshops are focused on issues of brand positioning, brand architecture and brand storytelling when marketers are inventing new businesses, creating new brands and positioning brands for their next level of growth.<strong> </strong></h3>\r\n<h3><strong><img class=\"alignnone size-full wp-image-3253\" title=\"2Day-Workshop\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/10/2Day-Workshop.jpg\" width=\"515\" height=\"274\" /></strong></h3>\r\nThis issue-based workshop enables marketing and brand management teams to come together in a creative environment to align stakeholders around a brand strategy and positioning that defines the brand’s target customer segment, desired brand positioning, brand promise, essence and delivery in the markets the brand will compete.\r\n\r\nThere are four key areas of focus workshop participants will gain consensus on to build their strategic roadmap for brand growth and success:\r\n\r\n<strong>To whom you market</strong>\r\nYou can only create successful products or solutions when you know who the most fervent buyers will be. It is critical to understand as much as you can about the core target customer segment to whom the brand is intended to appeal.\r\n\r\n<strong>Why they buy</strong>\r\nGrabbing the largest share of those customers’ wallets requires a complete understanding on what drives the target consumer to products / brands in your space. Defining the context that will give the brand unquestioned relevance to the target consumer against their illuminating needs, motivations, attitudes, and preferences is essential for brand building success.\r\n\r\n<strong>What makes your brand highly valued and difficult to substitute</strong>\r\nTo drive purchase behavior, the brand needs to represent a compelling and highly emotional benefit to the target customer. This benefit must be relevant, differentiating and believable. How well you position your products/services will determine whether your brand will make it into the hearts and minds of the target customer and dominate their spending patterns.\r\n\r\n<strong>How the brand competes</strong>\r\nYour brand equity or the health of your brand is a culmination of every experience customers have with your brand. These associations, attitudes and perceptions determine whether the brand will have loyal advocates who will be the first to try new products and extensions, or become vocal detractors sharing their views with their online social network.\r\n\r\nThis workshop has been designed for brand management teams growing brands with annual sales revenues of $50 million+ or an annual marketing budget of $5 million+.\r\n\r\n<strong><a href=\"/2012/10/PULL-Day-Work-Brochure.pdf\" target=\"_blank\"><span style=\"color: #808080;\">Download the Two-Day Positioning Workshop Overview</span></a></strong>\r\n\r\n<a href=\"/2012/10/srorytelling-graphic1.jpg\"><img class=\"alignnone size-full wp-image-3179\" title=\"Brand Storytelling Workshop\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/10/srorytelling-graphic1.jpg\" width=\"515\" height=\"325\" /></a><strong>\r\n</strong>This is a one-day-issue-based intensive workshop designed to guide marketing communications decision-makers and their teams to better define and express a compelling brand story that informs and guides the verbal and visual development of brand communications at all touch points.\r\n\r\nThe power of brands lies in their unique story. How that story is told verbally and visually is critical to the invention or transformation of an enduring brand. Working from your brand’s current positioning in the marketplace, participants will spend an intensive full day in a strategic and creative jam session building a compelling brand story from these key components:\r\n\r\n• Defining the attributes of the key audiences segments your brand story is targeted to and why the story of your brand matters to them.\r\n\r\n* Defining the verbal and visual cues that identify your brand archetype and forms the foundation of your brand’s story.\r\n\r\n* Defining the personality, tone &amp; manner in which your brand communicates with customers, employees, partners and diverse audiences.\r\n\r\n* Defining brand messaging guidelines that distill the essence of your brand story into a framework that supports your marketing communication initiatives.\r\n\r\n<a href=\"/2012/10/PULL-Storytelling-Workshop1.pdf\" target=\"_blank\"><span style=\"color: #808080;\"><span style=\"color: #808080;\"><strong>Download the Brand Storytelling Overview</strong></span></span></a>\r\n\r\n<a href=\"/2012/10/Brand-Strategy-Startups.jpg\"><img class=\"alignnone size-full wp-image-3187\" title=\"Brand-Strategy-Startups\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/10/Brand-Strategy-Startups.jpg\" width=\"515\" height=\"212\" /></a>\r\n\r\nStartup and emerging brands face many difficult challenges getting off the ground. For many business teams assessing their priorities, product development and the seed money to grow are their primary concerns. Few are thinking much about the critical importance of brand building.\r\n\r\nFor CEOs and marketing decision-makers leading funded startups and emerging companies, brand building needs to be as important to early business success as product development and raising money. Brands represent the foundation of financial equity. You can have the most innovative, groundbreaking product ever conceived, but if you can’t create a strong foundation for communicating that value to investors, stakeholders and the marketplace, chances are, the business venture won’t go far. The marketplace is unforgiving.\r\n\r\nThis one-day intensive workshop has been designed to help CEOs and their marketing teams in funded startup and emerging companies gain more clarity and confidence in the strategic and creative decisions that effect their influence and success in the marketplace.\r\n\r\n<a title=\"Brand Strategy Workshop for Startup Brands\" href=\"/2012/10/PULL-StartupWorkshop.pdf\" target=\"_blank\"><span style=\"color: #808080;\"><strong>Download the Brand Strategy For Startup and Emerging Brands Overview</strong></span></a>\r\n\r\n<img class=\"alignnone size-full wp-image-3754\" alt=\"PULL Workshop Session\" src=\"http://berchman.net/pullinc/wp-content/uploads/2010/02/workshop.jpg\" width=\"515\" height=\"500\" />\r\n\r\n<strong>Who attends our strategic workshops?</strong>\r\n\r\nOur strategic brand consulting workshops are attended by CEOs, CMOs, Brand Managers, Marketing Communications Executives, Advertising Agency Partners, Product Development and Sales Management teams. Our clients have included global companies inventing new brands to venture-funded startups building the early foundations of their brand\'s value. We have worked with client teams in diverse product and industry categories including consumer products, business products and services, government agencies, medical device, technology and healthcare. The workshops are facilitated by Senior Brand Strategists with decades of experience in brand marketing, consumer insight, brand management and creative brand development.\r\n\r\n<strong>Workshop Deliverables and Investment</strong>\r\n\r\nAll our workshop programs include a pre assessment of the strategic issues facing the client and appropriate workshop planning, workshop facilitation, and preparation of an Executive Summary that documents the decisions and hypothesis discussed in the workshop session. The Executive Summary is designed as a communications tool to inform and guide future marketing initiaitves and program implementation.\r\n\r\n<strong><em>Two-Day Brand Positioning Workshop: $15,000 USD and travel expenses</em></strong>\r\n<strong> <em>Brand Storytelling Workshop: $10,000 USD and travel expenses</em></strong>\r\n<strong> <em>Brand Strategy Workshop For Startup and Emerging Brands: $10,000 USD and travel expenses</em></strong>\r\n\r\n<strong>For booking information, <a href=\"mailto:tdawson@pullinc.com\" target=\"_blank\">email Thomson Dawson</a>.</strong>', 'Workshops ', '', 'publish', 'closed', 'closed', '', 'workshops', '', '', '2013-03-13 17:45:15', '2013-03-13 17:45:15', '', 0, 'http://www.pullinc.com/?page_id=1035', 4, 'page', '', 0),
(3583, 1, '2013-03-04 19:12:03', '2013-03-04 19:12:03', '<h3>PULL Brand Innovation offers a series of one and two-day, issue-based brand strategy workshops designed to help marketing teams in emerging growth companies gain greater clarity and confidence in their strategic and creative decision making.</h3>\r\n\r\n<img class=\"alignnone size-full wp-image-3260\" alt=\"Image of Brands\" src=\"/pullinc/wp-content/uploads/2009/01/Brand-Workshops.jpg\" width=\"515\" height=\"260\" />\r\n<h4>Our brand strategy workshops are focused on issues of brand positionsin, brand architecture and brand storytelling when marketers are inventing new business, creating new brands and positioning brands for their next level of growth.</h4>\r\n\r\n<img class=\"alignnone size-full wp-image-3253\" alt=\"2Day-Workshop\" src=\"/pullinc/wp-content/uploads/2012/10/2Day-Workshop.jpg\" width=\"515\" height=\"274\" />\r\n', 'Workshops', '', 'inherit', 'open', 'open', '', '1035-revision-7', '', '', '2013-03-04 19:12:03', '2013-03-04 19:12:03', '', 1035, 'http://www.pullinc.dev/1035-revision-7/', 0, 'revision', '', 0),
(3584, 1, '2013-02-28 01:02:27', '2013-02-28 01:02:27', '<h1><span style=\"color: #f99c05;\">If your company has a brand innovation or product launch challenge that\'s impacting your success in the marketplace, let\'s begin a conversation to learn how we can help you achieve your brand building objectives.</span></h1>\n&nbsp;\n\n&nbsp;\n<h1></h1>\n&nbsp;\n\n<a title=\"PULL Brand Innovation Overview\" href=\"/2008/10/PULL-Profile-2012.pdf\" target=\"_blank\"><img class=\"size-full wp-image-2134 alignleft\" style=\"margin-top: 0px; margin-bottom: 0px;\" title=\"PULL Profile 2012\" src=\"/pullinc/wp-content/uploads/2008/10/PULL.Profile.contact.jpg\" alt=\"\" width=\"200\" height=\"266\" /></a><strong>PULL Brand Innovation</strong>\n<span style=\"color: #808080;\">Influence by Design</span>\n<span style=\"color: #808080;\"> Part of the Dawson+Company Creative Group</span>\n<span style=\"color: #808080;\"> Ojai, California 93023 USA</span>\n<span style=\"color: #000000;\"><strong>Business Inquiries Contact:</strong></span>\n<strong>Thomson Dawson</strong>\n<strong> Managing Partner</strong>\n<strong> Brand Strategist / Chief Creative Officer</strong>\n<strong> Mobile Direct 805 886 5902</strong>\n<a title=\"Contact Thomson Dawson\" href=\"mailto:tdawson@pullinc.com\" target=\"_blank\">tdawson@pullinc.com</a>\n\n&nbsp;\n\n&nbsp;\n<h3>PULL Strategic Alliance Partners</h3>\n<img class=\"size-full wp-image-3300 alignnone\" style=\"margin-top: 20px; margin-bottom: 20px;\" title=\"BlakeProjectlogo\" src=\"/pullinc/wp-content/uploads/2008/10/BlakeProjectlogoFINAL.jpg\" alt=\"\" width=\"200\" height=\"204\" />\nThe Blake Project is a strategic brand consultancy with extensive expertise in brand education, market research and brand licensing. The Blake Project offers proven proprietary tools and methods to help brand owners break through complex marketing and brand licensing challenges. The Blake Project is the publisher of Brand Strategy Insider, a premier blog in the field of brand education, strategy, and licensing. Branding Strategy Insider has 30,000 daily readers and is rated in the top 50 marketing blogs according to Advertising Age.\n\n<span style=\"color: #808080;\"><strong>Contact:</strong></span>\n<span style=\"color: #808080;\"><strong> Derrick Daye</strong></span>\n<span style=\"color: #808080;\"><strong> Managing Partner</strong></span>\n<span style=\"color: #808080;\"><strong> Mobile 813 842 2260</strong></span>\n<span style=\"color: #808080;\"><strong><a href=\"mailto:ddaye@theblakeproject.com\">ddaye@theblakeproject.com</a></strong></span>\n<strong> <a title=\"The Blake Project Website\" href=\"http://www.theblakeproject.com\" target=\"_blank\">www.theblakeproject.com</a></strong>\n<strong> <a title=\"Branding Strategy Insider Blog\" href=\"http://www.brandingstrategyinsider.com\" target=\"_blank\">www.brandingstrategyinsider.com</a></strong>\n\n&nbsp;\n\n<strong><span style=\"color: #808080;\"><img class=\"alignnone size-full wp-image-1183\" title=\"BrandIQlogo-Blue\" src=\"/pullinc/wp-content/uploads/2008/10/BrandIQlogo-Blue.png\" alt=\"\" width=\"181\" height=\"44\" /></span></strong>\n<span style=\"color: #000000;\">BrandIQ is a consumer insights and market research firm with full-service qualitative and quantitative consumer research capabilities. BrandIQ brings real knowledge beyond the numbers that provides brand owners more clarity and peace of mind in the strategic decisions made in innovation and strengthening your brand equity.</span>\n\n<span style=\"color: #808080;\"><strong>Consumer Insight and Research</strong></span>\n<span style=\"color: #808080;\"> 801 Hyperion Ave. Studio 104</span>\n<span style=\"color: #808080;\"> Los Angeles, CA 90027</span>\n<span style=\"color: #808080;\"> v 323 912 1935  f 323 912 1939</span>\n<span style=\"color: #808080;\"><strong>Contact:</strong></span>\n<span style=\"color: #808080;\"> <strong> Mike Murphy</strong></span>\n<span style=\"color: #808080;\"> <strong> Founder &amp; CEO</strong></span>\n<span style=\"color: #808080;\"> <strong> <a href=\"mailto:mmurphy@brandiq.biz\" target=\"_blank\">mmurphy@brandiq.biz</a></strong></span>\n<span style=\"color: #808080;\"> <strong> <a href=\"http://www.brandiq.biz\" target=\"_blank\">www.brandiq.biz</a></strong></span>', 'Let PULL Brand Innovation help you create brand building success.', '', 'inherit', 'open', 'open', '', '11-revision-2', '', '', '2013-02-28 01:02:27', '2013-02-28 01:02:27', '', 11, 'http://www.pullinc.dev/11-revision-2/', 0, 'revision', '', 0),
(3582, 1, '2013-03-04 19:09:40', '2013-03-04 19:09:40', '<h3>PULL Brand Innovation offers a series of one and two-day, issue-based brand strategy workshops designed to help marketing teams in emerging growth companies gain greater clarity and confidence in their strategic and creative decision making.</h3>\r\n<h3></h3>\r\n<h2><span style=\"color: #333333; font-size: 13px; line-height: 19px;\"><img class=\"alignnone size-full wp-image-3260\" alt=\"Image of Brands\" src=\"/pullinc/wp-content/uploads/2009/01/Brand-Workshops.jpg\" width=\"515\" height=\"260\" /></span></h2>\r\n<h4><span style=\"color: #333333; font-size: 13px; line-height: 19px;\">Our brand strategy workshops are focused on issues of brand positionsin, brand architecture and brand storytelling when marketers are inventing new business, creating new brands and positioning brands for their next level of growth</span></h4>\r\n<img class=\"alignnone size-full wp-image-3253\" alt=\"2Day-Workshop\" src=\"/pullinc/wp-content/uploads/2012/10/2Day-Workshop.jpg\" width=\"515\" height=\"274\" />\r\n<h2></h2>', 'Workshops', '', 'inherit', 'open', 'open', '', '1035-revision-6', '', '', '2013-03-04 19:09:40', '2013-03-04 19:09:40', '', 1035, 'http://www.pullinc.dev/1035-revision-6/', 0, 'revision', '', 0),
(3571, 2, '2013-03-13 17:45:28', '2013-03-13 17:45:28', '<a href=\"/2012/10/Brand-Workshops.jpg\"><img class=\"alignnone size-full wp-image-3159\" title=\"Brand-Workshops\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/10/Brand-Workshops.jpg\" width=\"515\" height=\"260\" /></a>\r\n<h1><span style=\"color: #b8860b;\">PULL Brand Innovation Brand Strategy Workshops for Emerging Brands. </span></h1>\r\n<h3>We offer marketing teams one and two-day, issue-based brand strategy workshops designed to help them gain greater clarity and confidence in their strategic and creative decision making.  Our brand strategy workshops are focused on issues of brand positioning, brand architecture and brand storytelling when marketers are inventing new businesses, creating new brands and positioning brands for their next level of growth.<strong> </strong></h3>\r\n<h3><strong><img class=\"alignnone size-full wp-image-3253\" title=\"2Day-Workshop\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/10/2Day-Workshop.jpg\" width=\"515\" height=\"274\" /></strong></h3>\r\nThis issue-based workshop enables marketing and brand management teams to come together in a creative environment to align stakeholders around a brand strategy and positioning that defines the brand’s target customer segment, desired brand positioning, brand promise, essence and delivery in the markets the brand will compete.\r\n\r\nThere are four key areas of focus workshop participants will gain consensus on to build their strategic roadmap for brand growth and success:\r\n\r\n<strong>To whom you market</strong>\r\nYou can only create successful products or solutions when you know who the most fervent buyers will be. It is critical to understand as much as you can about the core target customer segment to whom the brand is intended to appeal.\r\n\r\n<strong>Why they buy</strong>\r\nGrabbing the largest share of those customers’ wallets requires a complete understanding on what drives the target consumer to products / brands in your space. Defining the context that will give the brand unquestioned relevance to the target consumer against their illuminating needs, motivations, attitudes, and preferences is essential for brand building success.\r\n\r\n<strong>What makes your brand highly valued and difficult to substitute</strong>\r\nTo drive purchase behavior, the brand needs to represent a compelling and highly emotional benefit to the target customer. This benefit must be relevant, differentiating and believable. How well you position your products/services will determine whether your brand will make it into the hearts and minds of the target customer and dominate their spending patterns.\r\n\r\n<strong>How the brand competes</strong>\r\nYour brand equity or the health of your brand is a culmination of every experience customers have with your brand. These associations, attitudes and perceptions determine whether the brand will have loyal advocates who will be the first to try new products and extensions, or become vocal detractors sharing their views with their online social network.\r\n\r\nThis workshop has been designed for brand management teams growing brands with annual sales revenues of $50 million+ or an annual marketing budget of $5 million+.\r\n\r\n<strong><a href=\"/2012/10/PULL-Day-Work-Brochure.pdf\" target=\"_blank\"><span style=\"color: #808080;\">Download the Two-Day Positioning Workshop Overview</span></a></strong>\r\n\r\n<a href=\"/2012/10/srorytelling-graphic1.jpg\"><img class=\"alignnone size-full wp-image-3179\" title=\"Brand Storytelling Workshop\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/10/srorytelling-graphic1.jpg\" width=\"515\" height=\"325\" /></a><strong>\r\n</strong>This is a one-day-issue-based intensive workshop designed to guide marketing communications decision-makers and their teams to better define and express a compelling brand story that informs and guides the verbal and visual development of brand communications at all touch points.\r\n\r\nThe power of brands lies in their unique story. How that story is told verbally and visually is critical to the invention or transformation of an enduring brand. Working from your brand’s current positioning in the marketplace, participants will spend an intensive full day in a strategic and creative jam session building a compelling brand story from these key components:\r\n\r\n• Defining the attributes of the key audiences segments your brand story is targeted to and why the story of your brand matters to them.\r\n\r\n* Defining the verbal and visual cues that identify your brand archetype and forms the foundation of your brand’s story.\r\n\r\n* Defining the personality, tone &amp; manner in which your brand communicates with customers, employees, partners and diverse audiences.\r\n\r\n* Defining brand messaging guidelines that distill the essence of your brand story into a framework that supports your marketing communication initiatives.\r\n\r\n<a href=\"/2012/10/PULL-Storytelling-Workshop1.pdf\" target=\"_blank\"><span style=\"color: #808080;\"><span style=\"color: #808080;\"><strong>Download the Brand Storytelling Overview</strong></span></span></a>\r\n\r\n<a href=\"/2012/10/Brand-Strategy-Startups.jpg\"><img class=\"alignnone size-full wp-image-3187\" title=\"Brand-Strategy-Startups\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/10/Brand-Strategy-Startups.jpg\" width=\"515\" height=\"212\" /></a>\r\n\r\nStartup and emerging brands face many difficult challenges getting off the ground. For many business teams assessing their priorities, product development and the seed money to grow are their primary concerns. Few are thinking much about the critical importance of brand building.\r\n\r\nFor CEOs and marketing decision-makers leading funded startups and emerging companies, brand building needs to be as important to early business success as product development and raising money. Brands represent the foundation of financial equity. You can have the most innovative, groundbreaking product ever conceived, but if you can’t create a strong foundation for communicating that value to investors, stakeholders and the marketplace, chances are, the business venture won’t go far. The marketplace is unforgiving.\r\n\r\nThis one-day intensive workshop has been designed to help CEOs and their marketing teams in funded startup and emerging companies gain more clarity and confidence in the strategic and creative decisions that effect their influence and success in the marketplace.\r\n\r\n<a title=\"Brand Strategy Workshop for Startup Brands\" href=\"/2012/10/PULL-StartupWorkshop.pdf\" target=\"_blank\"><span style=\"color: #808080;\"><strong>Download the Brand Strategy For Startup and Emerging Brands Overview</strong></span></a>\r\n\r\n<img class=\"alignnone size-full wp-image-3754\" alt=\"PULL Workshop Session\" src=\"http://berchman.net/pullinc/wp-content/uploads/2010/02/workshop.jpg\" width=\"515\" height=\"500\" />\r\n\r\n<strong>Who attends our strategic workshops?</strong>\r\n\r\nOur strategic brand consulting workshops are attended by CEOs, CMOs, Brand Managers, Marketing Communications Executives, Advertising Agency Partners, Product Development and Sales Management teams. Our clients have included global companies inventing new brands to venture-funded startups building the early foundations of their brand\'s value. We have worked with client teams in diverse product and industry categories including consumer products, business products and services, government agencies, medical device, technology and healthcare. The workshops are facilitated by Senior Brand Strategists with decades of experience in brand marketing, consumer insight, brand management and creative brand development.\r\n\r\n<strong>Workshop Deliverables and Investment</strong>\r\n\r\nAll our workshop programs include a pre assessment of the strategic issues facing the client and appropriate workshop planning, workshop facilitation, and preparation of an Executive Summary that documents the decisions and hypothesis discussed in the workshop session. The Executive Summary is designed as a communications tool to inform and guide future marketing initiaitves and program implementation.\r\n\r\n<strong><em>Two-Day Brand Positioning Workshop: $15,000 USD and travel expenses</em></strong>\r\n<strong> <em>Brand Storytelling Workshop: $10,000 USD and travel expenses</em></strong>\r\n<strong> <em>Brand Strategy Workshop For Startup and Emerging Brands: $10,000 USD and travel expenses</em></strong>\r\n\r\n<strong>For booking information, <a href=\"mailto:tdawson@pullinc.com\" target=\"_blank\">email Thomson Dawson</a>.</strong>', 'Workshops ', '', 'inherit', 'open', 'open', '', '1035-autosave', '', '', '2013-03-13 17:45:28', '2013-03-13 17:45:28', '', 1035, 'http://www.pullinc.dev/1035-autosave/', 0, 'revision', '', 0),
(3581, 1, '2013-03-04 06:56:12', '2013-03-04 06:56:12', '<h1>This is a header with the formatting of H1.</h1>\r\n<a href=\"http://www.google.com/\">Maecenas convallis</a>, enim id tempus auctor, ante diam elementum ipsum, ut suscipit justo odio non eros. In venenatis, purus a tristique placerat, erat dolor luctus est, vitae luctus ante turpis eget odio. Sed at nibh massa, eu malesuada metus. Proin ut nunc turpis. Vivamus porta, erat nec ultrices varius, lectus libero lobortis justo, blandit tincidunt libero est ut nibh. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Praesent congue iaculis diam, vel imperdiet diam posuere a. Mauris a tellus et nulla pretium volutpat. Cras ut nunc dolor, ac accumsan odio. Proin rhoncus sapien non nulla congue eget ultricies nisl eleifend. Fusce libero purus, commodo iaculis tincidunt vitae, consectetur id nunc.\r\n<h2>Sed ultricies adipiscing iaculis.</h2>\r\nNam sagittis erat non libero scelerisque eleifend. Nulla varius auctor nisl aliquet tristique. Phasellus rutrum, nulla vel tincidunt tincidunt, dolor felis pretium nisl, id faucibus nisl justo sit amet dolor. Sed aliquam pellentesque congue. Aenean blandit odio eu elit ullamcorper quis iaculis mauris sagittis.\r\n<ul>\r\n	<li>Maecenas tempus nisi vel libero volutpat id egestas neque feugiat.</li>\r\n	<li>Nulla auctor venenatis augue eu venenatis.</li>\r\n	<li>Duis massa lorem, mollis in porttitor vel, congue quis erat.</li>\r\n	<li>Sed hendrerit commodo eros tempor tincidunt.</li>\r\n	<li>Sed et diam justo, vel elementum nibh.</li>\r\n</ul>\r\n<h3>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</h3>\r\nMaecenas convallis, enim id tempus auctor, ante diam elementum ipsum, ut suscipit justo odio non eros. In venenatis, purus a tristique placerat, erat dolor luctus est, vitae luctus ante turpis eget odio. Sed at nibh massa, eu malesuada metus. Proin ut nunc turpis. Vivamus porta, erat nec ultrices varius, lectus libero lobortis justo, blandit tincidunt libero est ut nibh. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Praesent congue iaculis diam, vel imperdiet diam posuere a. Mauris a tellus et nulla pretium volutpat. Cras ut nunc dolor, ac accumsan odio. Proin rhoncus sapien non nulla congue eget ultricies nisl eleifend. Fusce libero purus, commodo iaculis tincidunt vitae, consectetur id nunc.\r\n\r\n<b>Sed ultricies adipiscing iaculis.\r\n</b>Nam sagittis erat non libero scelerisque eleifend. Nulla varius auctor nisl aliquet tristique. Phasellus rutrum, nulla vel tincidunt tincidunt, dolor felis pretium nisl, id faucibus nisl justo sit amet dolor. Sed aliquam pellentesque congue. Aenean blandit odio eu elit ullamcorper quis iaculis mauris sagittis.\r\n\r\nMaecenas tempus nisi vel libero volutpat id egestas neque feugiat.\r\n\r\nNulla auctor venenatis augue eu venenatis. Duis massa lorem, mollis in porttitor vel, congue quis erat. Sed hendrerit commodo eros tempor tincidunt. Sed et diam justo, vel elementum nibh.', 'Workshops', '', 'inherit', 'open', 'open', '', '1035-revision-5', '', '', '2013-03-04 06:56:12', '2013-03-04 06:56:12', '', 1035, 'http://www.pullinc.dev/1035-revision-5/', 0, 'revision', '', 0),
(3434, 1, '2013-02-24 05:39:48', '2013-02-24 05:39:48', 'If your company has a brand innovation or product launch challenge that’s impacting your success in the marketplace, let’s begin a conversation to learn how we can help you achieve your business objectives. Download our pdf Profile and Leadership Bios PULL Brand Innovation Influence by Design Part of the Dawson+Company Creative Group 1015 West El Roblar Drive Ojai, California 93023 USA v 805 640 3920 direct Business Inquiries Contact: Thomson Dawson Managing Partner Brand Strategist / Chief Creative Officer email Thomson Strategic Partner Consumer Insight and Research 801 Hyperion Ave. Studio 104 Los Angeles, CA 90027 v 323 912 1935  f 323 912 1939 Contact: Mike Murphy mmurphy@brandiq.biz www.brandiq.biz', 'Contact', '', 'publish', 'open', 'open', '', '3434', '', '', '2013-02-28 01:14:15', '2013-02-28 01:14:15', '', 0, 'http://www.pullinc.dev/?p=3434', 5, 'nav_menu_item', '', 0),
(3435, 1, '2013-02-24 05:39:48', '2013-02-24 05:39:48', 'You’ll be in good company. We’ve served established and emerging brands in a variety of consumer product categories. We contribute our expertise to increase your capabilities, improve your effectiveness, and help you make confident decisions about the strategic and creative aspects of building brand value. Download Case Studies (pdf)', 'Case Studies', '', 'publish', 'open', 'open', '', 'case-studies', '', '', '2013-02-28 01:14:15', '2013-02-28 01:14:15', '', 0, 'http://www.pullinc.dev/?p=3435', 3, 'nav_menu_item', '', 0),
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(3438, 2, '2012-12-26 17:50:40', '2012-12-26 21:50:40', '', 'weightwatchers brand identity', '', 'inherit', 'open', 'open', '', 'weightwatchers', '', '', '2012-12-26 17:50:40', '2012-12-26 21:50:40', '', 3437, 'http://www.pullinc.dev/wp-content/uploads/2012/12/weightwatchers.jpg', 0, 'attachment', 'image/jpeg', 0),
(3439, 2, '2012-12-26 17:52:38', '2012-12-26 21:52:38', '', 'weightwatcher-logo change', '', 'inherit', 'open', 'open', '', 'weightwatcher-logo', '', '', '2012-12-26 17:52:38', '2012-12-26 21:52:38', '', 3437, 'http://www.pullinc.dev/wp-content/uploads/2012/12/weightwatcher-logo.jpg', 0, 'attachment', 'image/jpeg', 0),
(3456, 2, '2013-01-09 15:24:12', '2013-01-09 19:24:12', '', ' brand storytelling strategy', '', 'inherit', 'open', 'open', '', 'storytelling-2', '', '', '2013-01-09 15:24:12', '2013-01-09 19:24:12', '', 3455, 'http://www.pullinc.dev/wp-content/uploads/2013/01/storytelling.jpg', 0, 'attachment', 'image/jpeg', 0),
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(3478, 2, '2013-02-14 16:19:44', '2013-02-14 20:19:44', '', 'The right time to position brands is seldom obvious.', '', 'inherit', 'open', 'open', '', 'hourglass', '', '', '2013-02-14 16:19:44', '2013-02-14 20:19:44', '', 3477, 'http://www.pullinc.dev/wp-content/uploads/2013/02/hourglass.jpg', 0, 'attachment', 'image/jpeg', 0),
(3486, 2, '2013-02-14 23:44:27', '2013-02-15 03:44:27', '', 'The right time to position brands.', '', 'inherit', 'open', 'open', '', 'hourglass-2', '', '', '2013-02-14 23:44:27', '2013-02-15 03:44:27', '', 3477, 'http://www.pullinc.dev/wp-content/uploads/2013/02/hourglass1.jpg', 0, 'attachment', 'image/jpeg', 0),
(63, 2, '2008-08-19 17:51:00', '2008-08-19 21:51:00', '<h2><span style=\"color: #808000;\">I am fascinated with value creation.  Being in the idea business, I like to think that all our ideas are in fact valuable.  Of course this is just not true. Yet as \"creators on demand\" the whole structure of our business relationships with clients is essentially based on having ideas that create value.  Yet the value of an idea is not necessarily perceived until the idea has been implemented... by a client who has believed ( takes a risk) in the idea enough to spend money on it. So are we partners or vendors?</span></h2>\nEverybody in our business positions themselves to a prospective client (you) as “strategic marketing partners” not merely price-driven vendors who are mindless order takers. Marketing firms of all types message on their sites they are \"marketing partners\" with their clients.  It’s just not true. A partner is someone who shares the risks associated with creating the outcome.  If we get paid regardless of the outcome, we are not really partners. So, if we are not marketing partners, does that automatically define us as commoditized vendors – easily replaced providers of  lowest-cost-gets-the-gig vanilla services?\n\nFrom my point of view, \"positioning\" is simply a place the customer puts you in.\n\nWhere and how much perceivable and measurable value our client’s determine we bring to them – determines our position… nothing more. How strong our link is in the client’s value chain will determine where we get “placed” in the client’s mental pecking order.  Least we all forget, the customer determines the value. We serve at the client’s pleasure.\n\nIn my view, any opportunity to serve a client’s forward momentum and increase their scene is an opportunity to increase ours. We want our work to have an impact on our client’s business in ways that can be seen, felt and measured. Through our service,  we want to have an impact, to make a difference, to be of more use value to our clients than we receive in cash value. This idea, in my view, is what makes PULL good, different and valuable.', 'The strong link in your value chain', '', 'publish', 'open', 'open', '', 'the-strong-link-in-your-value-chain', '', '', '2008-08-19 17:51:00', '2008-08-19 21:51:00', '', 0, 'http://www.pullinc.com/?p=63', 0, 'post', '', 0),
(64, 2, '2008-07-15 09:37:29', '2008-07-15 13:37:29', '<a href=\"/2008/07/OVYF-Vertical-Signature.gif\"><img class=\"alignnone size-full wp-image-566\" title=\"OVYF-Vertical-Signature\" src=\"/pullinc/wp-content/uploads/2008/07/OVYF-Vertical-Signature.gif\" alt=\"OVYF-Vertical-Signature\" width=\"450\" height=\"281\" /></a>We recently finished designing the new identity for the Ojai Valley Youth Foundation in Ojai, California. The OVYF is a non--profit community organization that provides mentoring and community services to the youth of the Ojai Valley. Of course, I am on the Board of Directors of this exceptional community organization. In the past year, the PULL team has been working  with the OVYF leadership to develop more engaging communications that are targeted to members of the community where 80 per cent of the funding for the organization comes from.  Grounding the new communications programs is the introduction of a new visual identity for the organization. The new identity is evocative of the energy, vitality and engagement our young people  have in the community at large.  OVYF serves youth in both middle school and high school age groups.\n\nWe\'ll be working closely with the OVYF to roll out the new visual identity in all of its communications and events this year. A big part of this work will be created and produced by the young people who are involved in the OVYF in house, youth driven, social marketing communications team known as Generation Communications. This is an awesome forum for these young people to experiment with career opportunities and education in the media arts. Mentoring these kids has been a great source of satisfaction to me.\n\n<a href=\"/2008/07/OVYF-Youth-Solo-Signature.gif\"><img class=\"alignnone size-full wp-image-567\" title=\"OVYF-Youth-Solo-Signature\" src=\"/pullinc/wp-content/uploads/2008/07/OVYF-Youth-Solo-Signature.gif\" alt=\"OVYF-Youth-Solo-Signature\" width=\"450\" height=\"546\" /></a>', 'Sharing the Love...', '', 'publish', 'open', 'open', '', 'sharing-the-love', '', '', '2008-07-15 09:37:29', '2008-07-15 13:37:29', '', 0, 'http://www.pullinc.com/?p=64', 0, 'post', '', 0),
(65, 2, '2008-07-08 16:05:16', '2008-07-08 20:05:16', '<p><a onclick=\"window.open(this.href, \'_blank\', \'width=300,height=139,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0\'); return false\" href=\"http://www.whitehotcenter.com/.shared/image.html?/photos/uncategorized/2008/07/08/starbuckslogos.jpg\"></a><a href=\"http://www.whitehotcenter.com/photos/uncategorized/2008/07/08/starbuckslogos_2.jpg\"><img border=\"0\" alt=\"Starbuckslogos_2\" title=\"Starbuckslogos_2\" src=\"http://www.whitehotcenter.com/influence_by_design/images/2008/07/08/starbuckslogos_2.jpg\" style=\"margin: 0px 5px 5px 0px; float: left; width: 285px; height: 132px;\" /></a>\n</p><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><p>Amazing the fix Starbucks finds themselves in now!&nbsp; Of course, anyone in our line of work will be paying attention to this profound change of fortune for this iconic brand. What happened?&nbsp; I \'ve read a great deal about this, in the main-stream media, the trade press, and the marketing blogs ad infinitum.\n\n\n\n</p>\n\n<p>I can\'t help getting my two cents in on this. What happened?&nbsp; Starbucks is closing stores!&nbsp; 600 of em... who\'da thought. Besides the obvious reasons for the turn of fortune:</p>\n\n<p>-&nbsp; ubiquitous expansion<br />-&nbsp; diluting the brand essence with this extension idea and that <br />&nbsp; &nbsp;food item<br />-&nbsp; taking out the couches to fit more people in line<br />-&nbsp; the demands of Wall Street for bigger returns on investment<br />-&nbsp; blah, blah, blah</p>\n\n<p>I have my idea as to what is happening to Starbucks. </p>\n\n<p>Bringing back the silly old logo as a way of saying to the masses &quot;hey we\'re back to what made of us good in the first place&quot;.&nbsp; Nope, too little, too late for the 600 stores and thousands of unemployed baristas.&nbsp; I\'m thinking something else more insidious is doing in this brand legend.</p>\n\n<p>Gasoline prices...</p>\n\n<p>We are in a brave new world where people now choose between the $4+ non fat, double expresso latte on the drive to work...or the $4+ gallon of gas to get to work.&nbsp; It\'s simple economics.&nbsp; You can\'t blame Starbucks circumstances&nbsp; on poor marketing. To me this is a no-brainer. The context in which this brand has prospered has changed. The cost of gasoline is changing the game for every &quot;lifestyle&quot; brand. People simply will find more affordable ways to get a cup o\' joe in the morning.&nbsp; The economic model on which Starbucks prosperity has been based is no longer relevant to the context in which customers are now living their lives.&nbsp; </p>\n\n<p>For Starbucks, and a host of other brand marketers who depend on a vigorous consumer economy for their viability, it\'s a new ball game. Looking back to the good ol days won\'t fix it.</p>\n', 'Looking back won\'t fix the present...', '', 'publish', 'open', 'open', '', 'looking-back-wont-fix-the-present', '', '', '2008-07-08 16:05:16', '2008-07-08 20:05:16', '', 0, 'http://www.pullinc.com/?p=65', 0, 'post', '', 1),
(66, 2, '2008-06-23 10:47:38', '2008-06-23 14:47:38', '<span style=\"color: #808000;\">Over the past few months, I have been deep in introspective thought about the state of affairs in \"branding\". The most over-used and ambiguous term in marketing today. Everywhere I turn, I run into the word \"branding\" and I am finally at a point where I feel the word has little or no meaning anymore. Branding doesn\'t add any value to people in and of itself. And by the way, branding is not advertising. Seemingly when a word looses its meaning, it\'s time for a new word. In my opinion, a better word to describe the activity and the result is \"love\".  Love is the end game.</span>\n\n<a onclick=\"window.open(this.href, \'_blank\', \'width=600,height=281,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0\'); return false\" href=\"http://www.whitehotcenter.com/.shared/image.html?/photos/uncategorized/2008/06/23/love_2.jpg\"><img class=\"alignleft\" style=\"border: 0pt none; margin: 0px 5px 5px 0px;\" title=\"Love_2\" src=\"http://www.whitehotcenter.com/influence_by_design/images/2008/06/23/love_2.jpg\" border=\"0\" alt=\"Love_2\" width=\"338\" height=\"161\" /></a>\n\nLove creates value, and growing the value of  business is the metric marketers are all trying to increase. Logic would then lead us to a further assumption that love is the activity we are really engaged in. As marketers, we must love what we do and what we provide to our customers. In turn, our customers must love what value is provided to them. Love is present on both sides of the exchange. To love is passion. Passion for what you offer to the world makes the offering far easier and less complex to communicate.  When customers share with equal enthusiasm a passion for your offerings,  greater value is perceived and thus created. Branding isn\'t any more complicated than that.  Many in my profession want to make it rocket science.  Not to say qualitative and quantitative metrics aren\'t useful tools to measure love for an idea, products and services. I am of the opinion that creating an experience people love is the surest way to get them to love what you are offering. To go one step deeper, creating experiences people love is an expression of service. And leadership in any endeavor is really all about being of service by adding greater value to people. The love you have for your own enterprise is reflected in the quality of experiences you provide customers. People know when it\'s the real deal and when it\'s not.  One need not look to far to find inspiring examples of companies who do the love thing right.\n\nPretty simple stuff.', 'Love is the end game', '', 'publish', 'open', 'open', '', 'love-is-the-end-game', '', '', '2008-06-23 10:47:38', '2008-06-23 14:47:38', '', 0, 'http://www.pullinc.com/?p=66', 0, 'post', '', 1),
(67, 2, '2008-04-08 17:02:38', '2008-04-08 21:02:38', '<a href=\"http://www.whitehotcenter.com/photos/uncategorized/2008/04/08/wendys_logo.png\"><img class=\"alignnone\" style=\"border: 0pt none; margin: 0px 5px 5px 0px;\" title=\"Wendys_logo\" src=\"http://www.whitehotcenter.com/influence_by_design/images/2008/04/08/wendys_logo.png\" border=\"0\" alt=\"Wendys_logo\" width=\"157\" height=\"171\" /></a>\n\nSome of my colleagues, who follow my rants and ramblings about the art of branding, have suggested I am picking on Wendys as a poster-child example of an impotent brand. True, I have dedicated a couple of posts to the subject. True, this forum has a marketing (self-serving) overtone to it that could hardly be an objective point of view. That\'s the beauty of blogging...\n\nPULL is a small boutique brand development firm that marketing executives  at Wendy\'s have never heard of... worse , PULL does not even have specialization in the fast-food category... why would they seek our advise?  They wouldn\'t, unless of course, they discovered we might have a point of view that could be useful to them right now. I see opportunity for them to reinvent their brand and value proposition and, if they think big enough about it, reinvent the category.  For all I know, they are working on it...\n\nStarbucks is in the same boat... today was the first day of their past being rehashed. I think they are looking in the wrong direction too. The heritage values underpinning  both brands are important, but the expression of those values needs to connect with people where they are now.   Of course, that\'s just my opinion. I see a big upside for Wendy\'s as it puts new ideas and plans in place to anchor them to a course they can get themselves to believe in... They are looking into the core of their brands soul to find connection to what made them so successful to begin with.\n\nI see opportunity to help them deliver on that idea as they begin to think deeper about their brands iconic identity, its relevant expression going forward, and how far they can stretch the heritage of their brand before they appear \"dated\" to the growth segment of the market. This is important work indeed! This is the opportunity I see for PULL to add value to the brandscape. One client at a time...  this blog and the direct outreach go hand-in-hand to develop our business as we endeavor to share elements of our expertise and point of view about building brand value.', 'Picking on Wendys', '', 'publish', 'open', 'open', '', 'picking-on-wendys', '', '', '2008-04-08 17:02:38', '2008-04-08 21:02:38', '', 0, 'http://www.pullinc.com/?p=67', 0, 'post', '', 0);
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(68, 2, '2008-04-07 15:19:37', '2008-04-07 19:19:37', 'As companies grow and evolve, they face defining moments of change and find themselves at a strategic crossroads. This challenging moment has been called a “strategic inflection point” by Andrew Grove, the former Intel CEO who wrote the modern classic “<em>Only the Paranoid Survive</em>”. The idea here is that these are times when a company finds itself faced with a great self-defining challenge, which can only be met by answering, in some introspective detail, these types of questions:\n\n1. What is most important to us right now that serves our customers?\n\n2. Where–and what–do we hope to be in three, five, ten years into the future?\n\n3. What do we do when we get there?\n\n4. How we will measure our success along the way?\n\nSometimes the strategic direction is clear, other times it is far from apparent even to those at the top of the organization. In the mad rush to manage change, to create powerful brands and brand images, companies will spend vast sums of money to reinvent themselves with ambitious marketing plans before taking the most important first step– knowing exactly what it is they are seeking to build upon–their brand’s foundation. This substructure is not built on physical materials, product features and the like, but fashioned by circumstances from the intangible, dynamic forces that are nearly impossible to define and quantify, yet hold the keys to greater brand meaning and understanding. The intuitive process of brand re-alignment and re-definition is often under- valued by metrics obsessed financial managers.\n\nEvery brand has at its core a visceral substance that gives it strength. It is the brand’s white hot center of competitive advantage. You have to understand it, before you can grow it. Some call it “brand essence”, others prefer “core brand values”.  Whatever one calls it, it is the thing that creates pull and influence to its most relevant and differentiated trait. The brand’s foundation is genetic code wherein all its future potential is found, and where its limits are defined. It is vital to have an established point of view about the brand’s foundation to define it in the present moment of change as well as in the future.\n\n<strong>Who shares the brandscape?</strong>\n\nOf course, brands do not exist in a vacuum. The same passion, purpose, and vision that drives one brand may be exactly those of a competitor. Every category has multiple players, winners and losers. In brand building, it is important to remember that the biggest winner is not the brand that’s first in the marketplace, but the brand that’s first in people’s minds.\n\nJack Welch, legendary CEO of GE, clearly understood the power of brand leadership when he told his business heads early in his tenure to fix, sell or close any GE division that was not number one or two in its category. Brands conform to “power laws”– laws that explain why success attracts success. In the world of power laws, market share hierarchies are controlled by customers, who collectively determine the success order of competitors. Given the presence of power laws, the only positions worth owning in most categories are numbers one and two. At number three and below, it makes more sense to create a new space rather than spend marketing dollars battling the top incumbents for a share of their pie. Better to make your own.\n\nA current example of an iconic brand at a strategic inflection point is the number three Wendy’s Hamburgers. Seemingly, Wendy’s has lost its ability to leverage the aforementioned “power laws” to its competitive advantage. As it struggles to define and express a value proposition customers really care about, it has seemingly become a ship without a rudder, victimized by the currents  and forces of creative advertising ideas. However, within the DNA of this established brand lies the essence of opportunity for Wendy’s to reinvent itself through a bigger vision about serving customers with experiences they really love and care about.  In many ways, brands are not loyal to customers, not the other way around. In my opinion, Wendy\'s has the power to be really remarkable and change the rules of the game.\n\nAnother is Starbucks, once the wholly grail of brand discipline, it now struggles to find its unique footing in a category it invented.  Starbucks  is now sorting out its past accomplishments to see which ones will still work in the ever-changing game of staying relevant. Long before it was present to Starbucks management however, the founder sees the writing on the wall and takes bold action to delve deeper into the goo of brand essence as the source of inspiration and connection to what made the thing so special in the first place.\n\nBoth Wendy\'s and Starbucks are powerful leading brands faced with the challenges of new growth and increasing pressures to pay back greater investment returns to their shareholders... thus the strategic inflection point mentioned at the top of the post.\n\nIt is important to remember that, during times of self-defining challenge, the core brand values must be strong enough to protect from the urge to allow ubiquitous marketing to be the default button to creating market leadership. To pull through the inflection points, the brand must continue to influence customers in ways that are in alignment with the experiences they value.  Enlightened brand stewards who recognize the intrinsic limitations of their brand’s reach, as well as the wealth of opportunities that lie within their grasp, do so from an intuitive understanding of their brand’s deeper meaning, and craft their brand\'s verbal and visual expression from that perspective.', 'Defining brand meaning at a strategic crossroad.', '', 'publish', 'open', 'open', '', 'defining-brand-meaning-at-a-strategic-crossroad', '', '', '2008-04-07 15:19:37', '2008-04-07 19:19:37', '', 0, 'http://www.pullinc.com/?p=68', 0, 'post', '', 0),
(69, 2, '2008-03-13 09:35:56', '2008-03-13 13:35:56', 'Recently, I had the great pleasure of interviewing the graduating students of Brooks Institute Visual Communication discipline in Santa Barbara. For those who are not familiar with Brooks or its visual communication discipline, you can visit their site here:\n\n<a href=\"http://www.brooks.edu/viscom.asp#\">http://www.brooks.edu/viscom.asp#</a>\n\nLike many, I have long been familiar with Brooks as the iconic photography school, and have worked with many of its graduates. What was less familiar to me was the fledgling department of Visual Communication Design. I must say that my day with this group of young designers was inspiring and inspirational. What impressed me the most, beyond their raw talent, was their enthusiasm for the design profession and the potential they have to make a positive difference in the world. They were not concerned with budgets, process, politics, competition. Their focus was on communication and connection.\n\nAs I listened to each one present their work and the thinking back of it, I was reminded of how fresh thinking can be so inspirational. There were no boundaries to the possibilities inherent in their creative approaches to some very interesting assignments ( my compliments to the faculty for bringing relevant assignments with real-world implications) in brand identity and naming, packaging, integrated communications in traditional and digital media.\n\nThese young people are ready to have an impact on this business.  I\'m looking forward to seeing where they go from here.', 'An Inspirational Day', '', 'publish', 'open', 'open', '', 'an-inspirational-day', '', '', '2008-03-13 09:35:56', '2008-03-13 13:35:56', '', 0, 'http://www.pullinc.com/?p=69', 0, 'post', '', 0),
(70, 2, '2008-02-16 15:40:31', '2008-02-16 19:40:31', '<a onclick=\"window.open(this.href, \'_blank\', \'width=326,height=397,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0\'); return false\" href=\"http://www.whitehotcenter.com/.shared/image.html?/photos/uncategorized/2008/02/16/magnet_2.jpg\"><img title=\"Magnet_2\" src=\"http://www.whitehotcenter.com/influence_by_design/images/2008/02/16/magnet_2.jpg\" border=\"0\" alt=\"Magnet_2\" width=\"400\" height=\"487\" /></a>\n\nI just finished Seth Godin\'s latest effort\"Meatball Sundae\" <a href=\"www.sethgodin.com\">www.sethgodin.com</a>\n\nOf course I am a big fan of Seth, not that I agree with every idea or presumption he puts forth, rather I enjoy his clear and uncluttered point of view about marketing. This post is not meant to be book report or blogger\'s review on Seth\'s most recent book, but after reading it,  I was contemplating the profound changes that are taking place in just about every business sector right now. I am completely amazed at the speed in which the rules of the game are changing and how traditional marketers are struggling, even refusing to embrace and  integrate these changes into their business strategies.\n\nThere is no doubt we are in an era of marketing clutter. Customers are doing all they can to ignore marketing messages at every turn. Yet paradoxically, the more choice customers have, the more choice they seek.  The trends effecting marketing outcomes are no longer in the control of marketers. Customers have the power now.\n\nSeemingly mass communication is becoming more irrelevant.  Stories are more important than facts, attention spans are ever shorter and 50 people who love your proposition are more important than the millions who might. The new marketing tools don\'t include hammering people over the head with more and more clutter.  The new marketing era is turning the old marketing funnel idea on its side. The internet has leveled the playing field, condensed time and enabled mythical business success out of thin air. Indeed a massive sea change is transpiring before our eyes in real time.\n\nRegardless, the power of new marketing lies in one fundamental timeless concept: ideas spread through groups of people more effectively than ideas delivered to individuals. Growth and expansion in any endeavor is more likely to become a movement if the idea serves people with great passion and authenticity. Doing what people love is not a new idea. The difference is we are now connected to one and other in ways never before possible. An through this new connectivity an ideavirus can spread more rapidly. The new word of mouth is now fully digital and it is an open source experience.', 'New Marketing', '', 'publish', 'open', 'open', '', 'new-marketing', '', '', '2008-02-16 15:40:31', '2008-02-16 19:40:31', '', 0, 'http://www.pullinc.com/?p=70', 0, 'post', '', 0),
(71, 2, '2008-02-11 13:57:24', '2008-02-11 17:57:24', '<a onclick=\"window.open(this.href, \'_blank\', \'width=180,height=415,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0\'); return false\" href=\"http://www.whitehotcenter.com/.shared/image.html?/photos/uncategorized/2008/02/11/garfieldwendys021108_2.jpg\"><img class=\"alignright\" style=\"width: 131px; height: 303px;\" title=\"Garfieldwendys021108_2\" src=\"http://www.whitehotcenter.com/influence_by_design/images/2008/02/11/garfieldwendys021108_2.jpg\" border=\"0\" alt=\"Garfieldwendys021108_2\" /></a>I am usually not that interested in advertising. But lately, as I snoop around around the trade press, I run into stuff that absolutely makes me crazy... and the latest bro-ha-ha over the red wig bit found in Wendy\'s  TV spots is another case in point of advertising that is not based in a compelling positioning.\n\nSee the AD AGE story by  pundit Bob Garfield: <a href=\"http://adage.com/garfield/post?article_id=124975\">http://adage.com/garfield/post?article_id=124975</a>\n\nHere\'s another marketer that allows it\'s agency to mastermind an absurd idea to break through the crap/clutter to engage young males to buy Wendy\'s burgers. Of course, it did nothing to increase Wendy\'s same store sales, the CMO behind it leaves along with the agency behind it,  and a new agency comes in to create an even more unforgettable effort.\n\nLike my last rant/post, the problem lies not in the advertising, but  in the positioning of the brand... or lack thereof. Wendy\'s is a brand that is lost, and whenever marketers get lost (nobody cares) they resort to tactics that are solely based in getting attention. But no matter how much media money is spent on these \"big ad ideas\"... the brand suffers. Nobody is listening because nobody cares. Here\'s why:\n\nWendy\'s has lost it\'s relevance. It\'s only differentiating functional attribute–unfrozen beef patties cooked to order– no longer means that much to anyone. There is no white hot center of competitive advantage that grounds Wendy\'s messaging.\n\nWendy\'s food quality and delivery is no better or worse than the competition, so why bother.\n\nWendy\'s apparently does not value creating a customer experience that people love to engage in and sneeze to others. The stores are dull and generic.\n\nWendy\'s (along with a host of other marketers) who have no compelling brand positioning will always be victimized by the \"creativity\" of advertising agencies who\'s only purpose is to make attention-getting ads, not build brands.\n\nWith regard to the competitive landscape, you would never see IN &amp; OUT BURGER resort to these aimless messaging tactics. They don\'t have to, they have what Wendy\'s does not– a compelling value proposition that manifests itself into a long line of cars around its drive through windows, and a wait for a table inside their wonderful store environments.\n\nDave is not happy...', 'Seeing Red', '', 'publish', 'open', 'open', '', 'seeing-red', '', '', '2008-02-11 13:57:24', '2008-02-11 17:57:24', '', 0, 'http://www.pullinc.com/?p=71', 0, 'post', '', 0),
(73, 2, '2008-01-20 10:24:25', '2008-01-20 14:24:25', 'The following post is an excerpt from PULL\'s Winter 08 publication \"bluesky\".  If you would like to receive a copy, you can download it. <a href=\"http://www.whitehotcenter.com/influence_by_design/files/bluesky_winter_08.pdf\"></a><a href=\"http://www.whitehotcenter.com/influence_by_design/files/bluesky_winter_08.pdf\">Download bluesky_winter_08.pdf</a>\n\n<a href=\"http://www.whitehotcenter.com/photos/uncategorized/2008/01/20/viewcover_2.jpg\"><img style=\"margin: 0px 5px 5px 0px; float: left;\" title=\"Viewcover_2\" src=\"http://www.whitehotcenter.com/influence_by_design/images/2008/01/20/viewcover_2.jpg\" border=\"0\" alt=\"Viewcover_2\" width=\"400\" height=\"344\" /></a>\n\nWhat does it really mean to be a truly “brand-driven” enterprise in the new economy? We persist in defining  brand as the external image of a company, product or service. In reality, brand-driven companies know intuitively it is first an internal activity that comes from the heart of the enterprise straight to the heart of the customer. It is always an honest, open, two-way conversation that creates enormous value for both participants. As products and services become more and more functionally similar, and the noise of marketing and message clutter becomes increasingly hard to navigate through, customers will have more difficulty differentiating and perceiving innovation from common, good from great.  Design is essential to brand-driven companies.\n\nBrand design in the new economy is more about meaning than marketing. That being said, the whole notion of the science of branding as a means for determining quantitative metrics seems to be an over-sold idea.  Metrics are important and useful, but how do you quantify a person’s feelings, aspirations, passions, beliefs and devotion?  Yet the rewards for connecting these “soft” emotional attributes add billions of dollars of hard market value (think brand equity) to those who employ a greater conscious awareness of the power of break away brand design. Branding is no longer marketing shtick.  And it should never be a process owned solely within the disciplines of product development and marketing.  A brand  belongs to every discipline within the enterprise. All coming together to craft unified and honest answers to a few tough introspective questions:\n<ul>\n	<li>why are we here?</li>\n	<li>how are we unique?</li>\n	<li>how do we make a difference to our customer?</li>\n	<li>who cares and why?</li>\n</ul>\nBrand design defines your business enterprise based on what you really care about and never letting any outside circumstance (think competitor) define you. A brand promise is a dynamic, living, relevant, inspired, on-going saga called “the values we care most deeply about”.  Brand leadership is living this truth by delivering a profound experience to an audience that cares with equal passion and devotion. Hence creating brand advocates, sneezers, viral marketers, a.k.a. happy customers who identify themselves and their aspirations through the shared values of a brand they love.  Brand design is in harmonious vibration with the customer’s emotional desires and aspirations. There is nothing decorative or superficial about it.\n\nIn the new economy, brand development and design are valued for what they really are – namely, twin activities that harness and connect the passion and emotion within the heart of the enterprise to the heart of the customer.  Essentially two sides of the same coin called a valuable relationship.', 'An excerpt from bluesky', '', 'publish', 'open', 'open', '', 'an-excerpt-from-bluesky', '', '', '2008-01-20 10:24:25', '2008-01-20 14:24:25', '', 0, 'http://www.pullinc.com/?p=73', 0, 'post', '', 0),
(74, 2, '2008-01-16 12:36:04', '2008-01-16 16:36:04', 'Our business, unlike other consulting practices, is project-based. Consequently to grow we are always in new business mode. As busy as we get with our clients, we are always seeking the next project.  Behind serving clients, new business is my number two job. Yet it is the most important activity to the success and growth of our firm. I want my investment in marketing to pay big dividends.\n\nConsequently,  we must market our services with the same skill and discipline we provide our clients. How we engage with prospective clients is a big clue as to how well we will serve them when they become clients.  All of this has led me to some interesting observation on how we as a firm, and as a profession, gain greater understanding as to what motivates a prospective client to do business with us..\n\n<strong>WHAT CLIENTS WANT</strong>\n\nNow from a prospective client\'s point of view, the issues they face and how they engage marketing partners is framed by these facts:\n<ul>\n	<li>the average tenure of a CMO is less than 24 months</li>\n	<li>only 21% of CEO\'s believe their marketing executives are effectively managing their strategic business imperatives</li>\n</ul>\nMore than ever, clients are pressured for measurable and immediate results from their marketing investment and from the work of their marketing partners. If the work fails, somebody loses their jobs. It is only natural that such pressure brings a lot of fear and short -term thinking into the structures that govern the marketing mix. These metrics grow in importance not only to benefit the client\'s business, but also the client\'s job security.  GIven these pressures, from my experience, clients want to know three things before they engage a marketing partner:\n<ul>\n	<li> who are you?</li>\n	<li>how are you different from the 76,000 other marketing service firms in the US?</li>\n	<li>what does that mean to the success of my business?</li>\n</ul>\nClient\'s want their partners to have a real point of view on marketing and brand building,  on driving sales and growing a business. The simple truth is, clients regard strategy and creative as a means to an end.  Most  people in our business believe that IS the end.  Clients want a desired outcome, the deliverables simply provide a method for getting there.<strong> </strong>\n\nClients are just the same as consumers.  When there is a problem with the air conditioning system, you seek a specialized pro, not a handyman. If your BMW  needs a tune-up, you go to the BMW dealer,  not  the local mechanic down the street. Inherently, marketers want specific  experience from their marketing partners. They want to work with people who are up to speed and may even have more knowledge base than they do.  Clients are generally reluctant to buy in to the notion that an agency\'s expertise translates to any category. Whether this is correct is not the point, but it is an important fixed perception in their minds. Clients are becoming less willing to risk their future with marketing partners who are not highly specialized in a specific discipline,  a specific category or specific demographic.\n\n<strong>WHAT WE WANT</strong>\n\nPULL specializes in brand consulting.  We want to be recognized as the go-to firm for this highly specialized discipline. Of course within this space, we serve clients in diverse product categories.  We believe that diverse category experience brings more specialized brand development value to our clients. And it makes our day more interesting. We seek clients who value our expertise and contribution to their brand strategy and how it is to be expressed verbally and visually across key customer touch points.\n\nOur value proposition (point of view) to clients is embedded in our name and in our positioning. Every client we work with seeks the same outcome: more pull and influence with their customers, to grow the financial value of their brands. In an era of me-too products and marketing clutter,  this expertise is not in abundant supply. Being of great value to people and hard to replace will differentiate us from the other 75,999 alternates available.', 'New Business: A client centric approach', '', 'publish', 'open', 'open', '', 'new-business-a-client-centric-approach', '', '', '2008-01-16 12:36:04', '2008-01-16 16:36:04', '', 0, 'http://www.pullinc.com/?p=74', 0, 'post', '', 0),
(75, 2, '2008-01-15 10:10:31', '2008-01-15 14:10:31', '<a href=\"http://www.whitehotcenter.com/photos/uncategorized/2008/01/15/thomson_blogfullon_2.jpg\"><img class=\"alignright\" title=\"Thomson_blogfullon_2\" src=\"http://www.whitehotcenter.com/influence_by_design/images/2008/01/15/thomson_blogfullon_2.jpg\" border=\"0\" alt=\"Thomson_blogfullon_2\" width=\"100\" height=\"123\" /></a>I wanted to share some more insight into the idea that guides our brand development practice. Attraction Marketing is not a new idea, on the contrary, it\'s an idea as old as commerce itself. The premise is simple: people are tribal in their associations and in their behavior.  Like attracts like. Not unlike quantum theory that suggests like particles vibrate and attract to form matter. Not to stretch my metaphor too far, but I would like to suggest that the discipline of marketing is the energy that vibrates in the marketplace attracting those customers who value the proposition, their association with it,  and sneeze its value to others. It is a natural attraction, not something contrived or forced. Consumers like to buy, they don\'t like being sold. With so much choice, and so much me-too branding going on, consumers must have the \"what\'s in for me\"  question clearly answered before they associate with your brand\'s promise. Brand building is not a transaction.\n\nInterestingly enough, this idea of attraction marketing has more resonance today as consumers take control of  marketing channels.  Today, word of mouth advocacy takes its form as a YouTube video post – random,  immediate and powerfully contagious. Consumers have the control now, not the marketers.  Add to that the increased fragmentation of media channels, sophisticated demographics and customer segmentation models, and you don\'t need to be clairvoyant to see the writing on the wall. Like the music industry, the global advertising industry is scrabbling to find ways to navigate this sea change with a business model that serves consumers and adds value to their clients.  Consumers want trustworthy relationships with brands. They want clarity, not clutter. They want to be pulled into the gravity of a two-way conversation with like-minded people.\n\nIt\'s an exciting time to be in the brand development business. Ideas are now more powerful than process. The conversation with customers can no longer be based on product attributes, but rather on experiences. There is a metaphysical aspect to creating experiences consumers love to engage in. Just go to an Apple Store. What\'s happening there is not based in a spread sheet.  The Apple Store is church for the brand faithful. There are other examples: Southwest Airlines, Herman Miller, IKEA, Target , Charles Schwab, Harley Davidson, and yes, Wal-Mart too. These brands offer an experience that transcends what they make and market.  The white hot center of competitive advantage is based in a compelling customer experience.  In effect these brands have been loyal to their customers, not the other way around.\n\nTo do this right, brands have to stand for something authentic and real.  And whatever that \"something\"  is, it cannot be decorative or superficial.  More importantly, creating experiences people love is not a   \"best practices\"  kind of process. That\'s just another way of  defining the status quo and doing what everyone is doing.\n\nSo if you buy into the premise of attraction marketing, your brand building initiatives will be based in a core purpose of adding great value to people. Simple, unique and compelling ideas will be the gravity that attract the like-minded to the white hot center of your value proposition and your competitive advantage.', 'Attraction Marketing', '', 'publish', 'open', 'open', '', 'attraction-marketing', '', '', '2008-01-15 10:10:31', '2008-01-15 14:10:31', '', 0, 'http://www.pullinc.com/?p=75', 0, 'post', '', 0),
(76, 2, '2008-01-14 13:19:14', '2008-01-14 17:19:14', '<img style=\"margin: 0px 5px 5px 0px;\" title=\"Attraction\" src=\"http://www.whitehotcenter.com/influence_by_design/images/2008/01/14/attraction.jpg\" border=\"0\" alt=\"Attraction\" width=\"378\" height=\"247\" />\n\nWelcome to PULL and to our blog \"influence by design\".\n\nWe hope to share our thought leadership, ideas and trends that are influencing  the disciplines of marketing and brand development. We want this venue to be a shared experience with our clients and colleagues. A place where we can share some of the latest trends, issues and thinking surrounding the discipline of building brands and creating pull and influence with customers in the marketplace.\n\nPULL is a collective of talented and highly experienced people engaged in enterprise strategy, brand design, corporate and marketing communications. We want this to be two-way conversation, so we look forward to the feedback of others who share our passion for creating value using the discipline of design. In today\'s new economy, marketers who understand the inherent power of design to create greater financial value to their brands are usually the category leaders.\n\nOur philosophy for creating value to our clients is based on an idea we call \"attraction marketing\". When your competitive advantage is based on the pull and influence of your brand proposition to resonate with customers who value their association and interaction with your brand and sneeze its value to others. We approach every opportunity from this frame of reference.\n\nWe look forward to sharing more along the way. Best wishes to you and your continued success in the New Year.\n\nThomson Dawson\nManaging Partner\n<a href=\"tdawson@pullinc.com\">\n</a>', 'Welcome to PULL.', '', 'publish', 'open', 'open', '', 'welcome-to-pull', '', '', '2008-01-14 13:19:14', '2008-01-14 17:19:14', '', 0, 'http://www.pullinc.com/?p=76', 0, 'post', '', 0),
(180, 2, '2009-01-20 16:29:01', '2009-01-20 16:29:01', '<h2>Our sole focus is advising business leaders and marketing teams in emerging companies to effectively build the early foundations of competitive advantage and brand success.</h2>\r\n<h1><span style=\"color: #808080\"><a href=\"http://www.pullinc.com/wp-content/uploads/2009/01/dowhatmatters1.jpg\"><img class=\"alignnone size-full wp-image-3078\" title=\"brand innovation is love\" alt=\"\" src=\"http://www.pullinc.com/wp-content/uploads/2009/01/dowhatmatters1.jpg\" width=\"515\" height=\"183\" /></a></span></h1>\r\n<span style=\"color: #000000\">When your organization is seeking new opportunities and tangible solutions to grow your business and the value of your brand, we help marketing teams discover, define and visualize their brand\'s full potential in the marketplace by:</span>\r\n\r\n<strong><span style=\"color: #000000\">Discovering the best opportunities for your brand to gain competitive advantage.</span></strong>\r\n\r\n<strong><span style=\"color: #000000\">Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</span></strong>\r\n\r\n<strong><span style=\"color: #000000\">Creating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagment with your brand.</span></strong>\r\n\r\n<strong><span style=\"color: #000000\">Designing the tools, artifacts and experiences that elevates the perception of your brand by higher value customers at every touch point in the value chain. </span></strong>\r\n\r\n<strong><span style=\"color: #000000\">Create an effective brand managemenent discipline to grow the value of your brand, build trust in your brand’s promise, and earn the advocacy of those your brand serves.</span></strong>\r\n\r\n<span style=\"color: #000000\">We serve emeging consumer and business-to-business companies. You can learn more about how our expertise has helped other organizations overcome their brand development challenges by seelecting a brand story in the Case Studies section of the site.\r\n</span>\r\n\r\n<img class=\"alignnone size-full wp-image-3260\" title=\"PULL Brand Strategy Workshops \" alt=\"\" src=\"http://www.pullinc.com/wp-content/uploads/2009/01/Brand-Workshops.jpg\" width=\"515\" height=\"260\" />\r\n<strong></strong>\r\n\r\n<strong>Brand Consulting Expertise</strong>\r\n\r\n<span style=\"color: #000000\">PULL offers issue-based brand development consulting through our program of workshops designed to help marketing teams gain greater insight and clarity on the issues facing their next level of business growth, and the confidence to make the right strategic and creative decisions that will effect their competitive advantage in the marketplace. </span>\r\n\r\n<span style=\"color: #000000\">We offer these strategic workshops within the disciplines of brand strategy, development, positioning, brand architecture and brand storytelling. The workshops are specifically designed around the issues that face marketers in early-stage and emerging companies who are charged with creating the strategic foundation for their brand. Workshops are facilitated by Senior Brand Strategists with decades of experience in strategic brand development.</span>\r\n\r\n<span style=\"color: #808080\"><span style=\"color: #808080\"><span style=\"color: #000000\">At the conclusion of the workshop, we prepare an executive summary documentation that outlines all strategic decisions and hypothesis discussed in the workshop with relevant recommendations on strategic imperatives for next steps. This document serves as a foundation for developing the creative briefs that inform and guide tactical implementation</span>.\r\n<a title=\"Brand Strategy Workshops\" href=\"http://www.pullinc.com/pull-brand-innovation-strategic-workshops/\" target=\"_blank\">\r\n<strong>Learn more about our Brand Strategy Workshops.</strong></a></span></span>\r\n\r\n<img class=\"alignnone size-full wp-image-3085\" title=\"design\" alt=\"\" src=\"http://www.pullinc.com/wp-content/uploads/2009/01/design.png\" width=\"515\" height=\"135\" />\r\n\r\n<span style=\"color: #808080\"><span style=\"color: #000000\"><strong>Brand Development and Design</strong></span></span>\r\n\r\n<span style=\"color: #000000\">PULL offers creative consulting, creative direction and design development expertise to bring your strategic brand vision to life at every customer touchpoint in the value chain. We offer our clients highly specialized expertise in these creative brand development and management disciplines:</span>\r\n\r\n<strong><span style=\"color: #000000\">Strategic Brand Storytelling and Messaging Development</span></strong>\r\n<strong><span style=\"color: #000000\"> Corporate and Brand Visual Identity Design &amp; Development</span></strong>\r\n<strong><span style=\"color: #000000\"> Visual Design of Brand Language, Standards and Use Guidelines</span></strong>\r\n<strong><span style=\"color: #000000\"> Retail Presence, Product Packaging, Merchandising and Point of Sale</span></strong>\r\n<strong><span style=\"color: #000000\"> Internal Stakeholder and Marketing Communications</span></strong>\r\n\r\n<a title=\"PULL Brand Innovation Portfolio\" href=\"http://www.krop.com/pullbrandinnovation/#/\" target=\"_blank\">Review our Portfolio of Brand Innovation and Development Work</a>\r\n\r\n<strong>For new business inquiries, and to learn more about our strategic brand development workshops, please email <a href=\"mailto:tdawson@pullinc.com\">Thomson Dawson,</a> Managing Partner.</strong>', 'Brand Innovation Expertise for Emerging Brands', '', 'publish', 'closed', 'closed', '', 'expertise', '', '', '2013-03-11 16:35:12', '2013-03-11 16:35:12', '', 0, 'http://www.pullinc.com/?page_id=180', 2, 'page', '', 0),
(3651, 2, '2013-03-04 19:12:27', '2013-03-04 19:12:27', '<h3>PULL Brand Innovation offers a series of one and two-day, issue-based brand strategy workshops designed to help marketing teams in emerging growth companies gain greater clarity and confidence in their strategic and creative decision making.</h3>\r\n<img class=\"alignnone size-full wp-image-3260\" alt=\"Image of Brands\" src=\"/pullinc/wp-content/uploads/2009/01/Brand-Workshops.jpg\" width=\"515\" height=\"260\" />\r\n<h4>Our brand strategy workshops are focused on issues of brand positionsin, brand architecture and brand storytelling when marketers are inventing new business, creating new brands and positioning brands for their next level of growth.</h4>\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-3253\" alt=\"2Day-Workshop\" src=\"/pullinc/wp-content/uploads/2012/10/2Day-Workshop.jpg\" width=\"515\" height=\"274\" />', 'Workshops', '', 'inherit', 'open', 'open', '', '1035-revision-8', '', '', '2013-03-04 19:12:27', '2013-03-04 19:12:27', '', 1035, 'http://pullinc.berchman.net/1035-revision-8/', 0, 'revision', '', 0),
(3644, 2, '2013-03-08 23:52:50', '2013-03-08 23:52:50', '', 'collage of brands', '', 'inherit', 'open', 'open', '', 'collage-of-brands-2', '', '', '2013-03-08 23:52:50', '2013-03-08 23:52:50', '', 180, 'http://pullinc.berchman.net/wp-content/uploads/sites/5/2009/01/collage-of-brands1.jpg', 0, 'attachment', 'image/jpeg', 0),
(3608, 1, '2013-03-08 22:41:44', '2013-03-08 22:41:44', '<h2>Our sole focus is helping business leaders and marketing teams in emerging companies build the early foundations of competitive advantage and brand success.</h2>\r\n<img id=\"expertise-image\" title=\"brand innovation is love\" alt=\"Brand Innovation is Love graphic\" src=\"/pullinc/wp-content/uploads/2009/01/dowhatmatters1.jpg\" width=\"515\" height=\"183\" />\r\n<h3>When your organization is seeking new opportunities and tangible solutions to grow your business and the value of your brand, we help marketing teams discover, define and visualize their brand\'s full potential in the marketplace by:</h3>\r\n<ul id=\"benefit-list\">\r\n	<li>Discovering the best opportunities for your brand to gain competitive advantage.</li>\r\n	<li>Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</li>\r\n	<li>Creating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagement with your brand.</li>\r\n	<li>Designing the tools, artifacts and experiences that elevates the perception of your brand by higher value customers at every touch point in the value chain.</li>\r\n	<li>Create an effective brand management discipline to grow the value of your brand, build trust in your brand’s promise, and earn the advocacy of those your brand serves.</li>\r\n</ul>\r\nWe serve emerging consumer and business-to-business companies. You can learn more about how our expertise has helped other organizations overcome their brand development challenges by clicking on the brand story that\'s featured on the upper right of this page.\r\n<h3>Brand Consulting Expertise</h3>\r\n<a href=\"#\"><img class=\"alignright size-full wp-image-3082\" alt=\"Startup Workshop Cover\" src=\"/pullinc/wp-content/uploads/2009/01/PULL-StartupWorkshop-1.jpg\" width=\"250\" height=\"334\" /></a>PULL offers issue-based brand development consulting through our program of workshops designed to help marketing teams gain greater insight and clarity on the issues facing their next level of business growth, and the confidence to make the right strategic and creative decisions that will effect their competitive advantage in the marketplace.\r\n\r\nWe offer these strategic workshops within the disciplines of brand strategy, development, positioning, brand architecture and brand storytelling. The workshops are specifically designed around the issues that face marketers in early-stage and emerging companies who are charged with creating the strategic foundation for their brand. Workshops are facilitated by Senior Brand Strategists with decades of experience in strategic brand development.\r\n\r\nAt the conclusion of the workshop, we prepare an executive summary documentation that outlines all strategic decisions and hypothesis discussed in the workshop with relevant recommendations on strategic imperatives for next steps. This document serves as a foundation for developing the creative briefs that inform and guide tactical implementation.\r\n\r\n<a title=\"Brand Strategy Workshops\" href=\"http://www.pullinc.com/pull-brand-innovation-strategic-workshops/\" target=\"_blank\"> <strong>Learn more about our Brand Strategy Workshops.</strong></a>\r\n\r\n<img class=\"alignnone size-full wp-image-3085\" title=\"design\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/design.png\" width=\"515\" height=\"135\" />\r\n<h3>Brand Development and Design</h3>\r\nPULL offers creative consulting, creative direction and design development expertise to bring your strategic brand vision to life at every customer touchpoint in the value chain. We offer our clients highly specialized expertise in these creative brand development and management disciplines:\r\n<ul>\r\n	<li>Strategic Brand Storytelling and Messaging Development</li>\r\n	<li>Corporate and Brand Visual Identity Design &amp; Development</li>\r\n	<li>Visual Design of Brand Language, Standards and Use Guidelines</li>\r\n	<li>Retail Presence, Product Packaging, Merchandising and Point of Sale</li>\r\n	<li>Internal Stakeholder and Marketing Communications</li>\r\n</ul>\r\n<a title=\"PULL Brand Innovation Portfolio\" href=\"http://www.krop.com/pullbrandinnovation/#/\" target=\"_blank\">Review our Portfolio of Brand Innovation and Development Work</a>\r\n\r\nFor new business inquiries, and to learn more about our strategic brand development workshops, please email <a href=\"mailto:tdawson@pullinc.com\">Thomson Dawson,</a> Managing Partner.', 'Expertise', '', 'inherit', 'open', 'open', '', '180-revision-11', '', '', '2013-03-08 22:41:44', '2013-03-08 22:41:44', '', 180, 'http://pullinc.berchman.net/180-revision-11/', 0, 'revision', '', 0),
(3548, 1, '2013-03-01 23:37:49', '2013-03-01 23:37:49', '<h2>Our sole focus is helping business leaders and marketing teams in emerging companies build the early foundations of competitive advantage and brand success.</h2>\r\n<img class=\"alignnone size-full wp-image-3078\" title=\"brand innovation is love\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/dowhatmatters1.jpg\" width=\"515\" height=\"183\" />\r\n<h3>When your organization is seeking new opportunities and tangible solutions to grow your business and the value of your brand, we help marketing teams discover, define and visualize their brand\'s full potential in the marketplace by:</h3>\r\n<ul>\r\n	<li>Discovering the best opportunities for your brand to gain competitive advantage.</li>\r\n	<li>Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</li>\r\n	<li>Creating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagement with your brand.</li>\r\n	<li>Designing the tools, artifacts and experiences that elevates the perception of your brand by higher value customers at every touch point in the value chain.</li>\r\n	<li>Create an effective brand management discipline to grow the value of your brand, build trust in your brand’s promise, and earn the advocacy of those your brand serves.</li>\r\n</ul>\r\nWe serve emerging consumer and business-to-business companies. You can learn more about how our expertise has helped other organizations overcome their brand development challenges by clicking on the brand story that\'s featured on the upper right of this page.\r\n\r\n<img class=\"alignnone size-full wp-image-3260\" title=\"PULL Brand Strategy Workshops \" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/Brand-Workshops.jpg\" width=\"515\" height=\"260\" />\r\n<strong></strong>\r\n<h3><strong>Brand Consulting Expertise</strong></h3>\r\n<span style=\"color: #000000;\">PULL offers issue-based brand development consulting through our program of workshops designed to help marketing teams gain greater insight and clarity on the issues facing their next level of business growth, and the confidence to make the right strategic and creative decisions that will effect their competitive advantage in the marketplace. </span>\r\n\r\n<span style=\"color: #000000;\">We offer these strategic workshops within the disciplines of brand strategy, development, positioning, brand architecture and brand storytelling. The workshops are specifically designed around the issues that face marketers in early-stage and emerging companies who are charged with creating the strategic foundation for their brand. Workshops are facilitated by Senior Brand Strategists with decades of experience in strategic brand development.</span>\r\n\r\n<span style=\"color: #808080;\"><span style=\"color: #808080;\"><span style=\"color: #000000;\">At the conclusion of the workshop, we prepare an executive summary documentation that outlines all strategic decisions and hypothesis discussed in the workshop with relevant recommendations on strategic imperatives for next steps. This document serves as a foundation for developing the creative briefs that inform and guide tactical implementation</span>.\r\n<a title=\"Brand Strategy Workshops\" href=\"http://www.pullinc.com/pull-brand-innovation-strategic-workshops/\" target=\"_blank\">\r\n<strong>Learn more about our Brand Strategy Workshops.</strong></a></span></span>\r\n\r\n<img class=\"alignnone size-full wp-image-3085\" title=\"design\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/design.png\" width=\"515\" height=\"135\" />\r\n<h3><span style=\"color: #808080;\"><span style=\"color: #000000;\"><strong>Brand Development and Design</strong></span></span></h3>\r\n<span style=\"color: #000000;\">PULL offers creative consulting, creative direction and design development expertise to bring your strategic brand vision to life at every customer touchpoint in the value chain. We offer our clients highly specialized expertise in these creative brand development and management disciplines:</span>\r\n\r\n<strong><span style=\"color: #000000;\">Strategic Brand Storytelling and Messaging Development</span></strong>\r\n<strong><span style=\"color: #000000;\"> Corporate and Brand Visual Identity Design &amp; Development</span></strong>\r\n<strong><span style=\"color: #000000;\"> Visual Design of Brand Language, Standards and Use Guidelines</span></strong>\r\n<strong><span style=\"color: #000000;\"> Retail Presence, Product Packaging, Merchandising and Point of Sale</span></strong>\r\n<strong><span style=\"color: #000000;\"> Internal Stakeholder and Marketing Communications</span></strong>\r\n<h3><a title=\"PULL Brand Innovation Portfolio\" href=\"http://www.krop.com/pullbrandinnovation/#/\" target=\"_blank\">Review our Portfolio of Brand Innovation and Development Work</a></h3>\r\n<h2><strong>For new business inquiries, and to learn more about our strategic brand development workshops, please email <a href=\"mailto:tdawson@pullinc.com\">Thomson Dawson,</a> Managing Partner.</strong></h2>', 'Brand Innovation Expertise for Startups and Emerging Companies', '', 'inherit', 'open', 'open', '', '180-revision-4', '', '', '2013-03-01 23:37:49', '2013-03-01 23:37:49', '', 180, 'http://www.pullinc.dev/180-revision-4/', 0, 'revision', '', 0),
(236, 2, '2009-01-21 05:37:02', '2009-01-21 05:37:02', '&nbsp;\r\n\r\nConsumer Products: Women\'s Apparel &amp; Accesssories\r\nIcon Footwear\r\nStrategic Brand Development\r\n<h1><span style=\"color: #b8860b;\">Targeting younger women consumers who value everyday originality, we collaborated with this early stage couture footwear brand to rejuvenate its brand positioning and visual expression for greater US market penetration in leading department stores.</span></h1>\r\n<h2><span style=\"color: #808080;\"><img class=\"alignnone size-full wp-image-2636\" title=\"classicicon\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/10/classicicon.jpg\" width=\"515\" height=\"353\" /></span></h2>\r\nIcon Footwear is a couture manufacturer and marketer of printed leather woman’s footwear, handbags and accessories. Icon footwear had experienced early marketing success through it’s offering of classic and comfortable printed leather footwear designs targeted to woman over forty. Icon products were primarily sold through small fashion boutiques and specialty apparel retailers in the US.\r\n\r\nThe brand owners desired to expand the business by developing new product designs that appealed to a younger, more fashion conscious consumer, and to increase their opportunities to penetrate major department store distribution in stores like Nordstrom\'s and Macy\'s.\r\n\r\nThe new product designs offered women consumers more stylish designs presented in fresh, colorful and artful printed leather patterns of contemporary and master paintings and prints. These footwear designs afforded consumers an opportunity to express their individuality in a spirited, lighthearted way.\r\n\r\n<img class=\"alignnone size-full wp-image-2654\" title=\"tradeshow2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/10/tradeshow2.jpg\" width=\"515\" height=\"345\" />\r\n\r\n<img class=\"alignnone size-full wp-image-2638\" title=\"iconweb\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/10/iconweb.jpg\" width=\"515\" height=\"377\" />\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2639\" title=\"brochure\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/10/brochure.jpg\" width=\"515\" height=\"253\" />\r\n\r\nThrough qualitative research, we learned the Icon women highly-valued practical, comfortable and wearable footwear, but also appealed to their playful, individualist, expressive, non-conformist nature. The brand mantra of “step lively” became a call to action for the Icon consumer to explore and express her individuality and leave an indelible impression on those around her. The Icon women valued practical comfort without sacrificing stylish, everyday originality.\r\n\r\nTo bring this strategic brand positioning to life for retail buyers, we developed a brand messaging platform, and provided creative direction and guidance for the development of a new trademark, brand guidelines, retail packaging, merchandising elements, collateral sales materials and consumer web site.', 'Case Story: Icon Footwear Brand Development', '', 'publish', 'closed', 'closed', '', 'icon-footwear', '', '', '2013-03-13 17:57:34', '2013-03-13 17:57:34', '', 99, 'http://www.pullinc.com/?page_id=236', 1, 'page', '', 0);
