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(3635, 2, '2013-03-08 23:10:26', '2013-03-08 23:10:26', '<span style=\"color: #808080\"><strong>Consumer Products\r\nJB Jewelry International\r\nBrand Strategy / Positioning / New Product 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\">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<h2>JB 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.</h2>\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\" /><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\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</strong>. In the years since its introduction, the SoulMate brand  has grown distribution to key Asian markets.\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', '', 'inherit', 'open', 'open', '', '118-revision-3', '', '', '2013-03-08 23:10:26', '2013-03-08 23:10:26', '', 118, 'http://pullinc.berchman.net/118-revision-3/', 0, 'revision', '', 0),
(3679, 2, '2013-03-11 16:47:53', '2013-03-11 16:47:53', '<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: #808080\">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\" /><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\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', '', 'inherit', 'open', 'open', '', '118-revision-5', '', '', '2013-03-11 16:47:53', '2013-03-11 16:47:53', '', 118, 'http://pullinc.berchman.net/118-revision-5/', 0, 'revision', '', 0),
(3638, 2, '2013-03-08 23:39:14', '2013-03-08 23:39:14', '<h2>Welcome to PULL Brand Innovation.\r\nWe specialize in what\'s next.</h2>\r\n<img class=\"alignnone size-full wp-image-2455\" alt=\"Image of hand holding growth\" src=\"/pullinc/wp-content/uploads/2011/05/growth-e1362178201947.jpg\" width=\"515\" height=\"312\" />\r\n\r\nOur purpose is to help executives and marketing teams of startup and emerging brands build the foundations of competitive advantage at the early stages of their business success. We help them discover, define and focus on what their brand must stand for to influence customers and lead the market, and what it will take for them to get there in the early planning phases of:\r\n<h2><a title=\"Hewlett-Packard LightScribe Brand Development\" href=\"http://www.pullinc.com/case-studies/hp/\" target=\"_blank\">launching a new business\r\ninventing new brands\r\n</a><a title=\"KeVita Probiotic Drinks Brand Refresh\" href=\"http://www.pullinc.com/brand-story-kevita-strategic-brand-development/\" target=\"_blank\">positioning brands for the next level of growth</a></h2>\r\nOur methods to enable growing companies in consumer products and business-to-business markets to benefit from a sophisticated strategic and creative approach to brand development, design and management. Anywhere your brand is seen, heard, or experienced, we collaborate with your team to elevate the quality of your brand’s presence and influence in the marketplace.\r\n\r\nNothing is more rewarding than a collaboration that turns new possibilities for growth and success into achievement. Our senior partners have decades of experience in market research, customer insight, brand strategy, brand development and design, brand messaging and marketing communications.', 'Welcome to PULL Brand Innovation', '', 'inherit', 'open', 'open', '', '2339-revision-10', '', '', '2013-03-08 23:39:14', '2013-03-08 23:39:14', '', 2339, 'http://pullinc.berchman.net/2339-revision-10/', 0, 'revision', '', 0),
(3641, 2, '2013-03-08 23:48:59', '2013-03-08 23:48:59', '', 'whiteboard', '', 'inherit', 'open', 'open', '', 'whiteboard-4', '', '', '2013-03-08 23:48:59', '2013-03-08 23:48:59', '', 180, 'http://pullinc.berchman.net/wp-content/uploads/sites/5/2009/01/whiteboard2.jpg', 0, 'attachment', 'image/jpeg', 0),
(3642, 2, '2013-03-08 23:50:09', '2013-03-08 23:50:09', '', 'collage of brands', '', 'inherit', 'open', 'open', '', 'collage-of-brands', '', '', '2013-03-08 23:50:09', '2013-03-08 23:50:09', '', 180, 'http://pullinc.berchman.net/wp-content/uploads/sites/5/2009/01/collage-of-brands.jpg', 0, 'attachment', 'image/jpeg', 0),
(3643, 2, '2013-03-08 22:42:15', '2013-03-08 22:42:15', '<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-12', '', '', '2013-03-08 22:42:15', '2013-03-08 22:42:15', '', 180, 'http://pullinc.berchman.net/180-revision-12/', 0, 'revision', '', 0),
(3645, 2, '2013-03-08 23:51:03', '2013-03-08 23:51:03', '<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\r\nWhen 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:\r\n\r\nDiscovering the best opportunities for your brand to gain competitive advantage.\r\n\r\nDeveloping a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.\r\n\r\nCreating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagement with your brand.\r\n\r\nDesigning the tools, artifacts and experiences that elevates the perception of your brand by higher value customers at every touch point in the value chain.\r\n\r\nCreate 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.\r\n\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<strong>Brand Consulting Expertise\r\n\r\n</strong><strong></strong>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<strong>Learn more about our Brand Strategy Workshops.</strong>\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.', 'Brand Innovation Expertise for Emerging Brands', '', 'inherit', 'open', 'open', '', '180-revision-13', '', '', '2013-03-08 23:51:03', '2013-03-08 23:51:03', '', 180, 'http://pullinc.berchman.net/180-revision-13/', 0, 'revision', '', 0),
(3646, 2, '2013-03-08 23:56:35', '2013-03-08 23:56:35', '', 'collage of brands', '', 'inherit', 'open', 'open', '', 'collage-of-brands-3', '', '', '2013-03-08 23:56:35', '2013-03-08 23:56:35', '', 180, 'http://pullinc.berchman.net/wp-content/uploads/sites/5/2009/01/collage-of-brands2.jpg', 0, 'attachment', 'image/jpeg', 0),
(3647, 2, '2013-03-08 23:54:41', '2013-03-08 23:54:41', '<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\r\nWhen 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:\r\n\r\n<strong>Discovering the best opportunities for your brand to gain competitive advantage.</strong>\r\n\r\n<strong>Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</strong>\r\n\r\n<strong>Creating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagement with your brand.</strong>\r\n\r\n<strong>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.</strong>\r\n\r\n<strong>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.</strong>\r\n\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 reviewing the brand stories featured in the Case Studies section.\r\n\r\n<strong>Brand Consulting Expertise\r\n</strong>\r\n\r\nPULL 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<strong>Learn more about our Brand Strategy Workshops.</strong>\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.', 'Brand Innovation Expertise for Emerging Brands', '', 'inherit', 'open', 'open', '', '180-revision-14', '', '', '2013-03-08 23:54:41', '2013-03-08 23:54:41', '', 180, 'http://pullinc.berchman.net/180-revision-14/', 0, 'revision', '', 0),
(3649, 2, '2013-03-08 23:58:06', '2013-03-08 23:58:06', '<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\r\nWhen 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:\r\n\r\n<strong>Discovering the best opportunities for your brand to gain competitive advantage.</strong>\r\n\r\n<strong>Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</strong>\r\n\r\n<strong>Creating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagement with your brand.</strong>\r\n\r\n<strong>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.</strong>\r\n\r\n<strong>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.</strong>\r\n\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 reviewing the brand stories featured in the Case Studies section.\r\n<h3>Brand Consulting Expertise<strong>\r\n</strong></h3>\r\nPULL 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<strong> </strong>\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.', 'Brand Innovation Expertise for Emerging Brands', '', 'inherit', 'open', 'open', '', '180-revision-16', '', '', '2013-03-08 23:58:06', '2013-03-08 23:58:06', '', 180, 'http://pullinc.berchman.net/180-revision-16/', 0, 'revision', '', 0),
(3650, 2, '2013-03-08 23:58:35', '2013-03-08 23:58:35', '<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\r\nWhen 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:\r\n\r\n<strong>Discovering the best opportunities for your brand to gain competitive advantage.</strong>\r\n\r\n<strong>Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</strong>\r\n\r\n<strong>Creating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagement with your brand.</strong>\r\n\r\n<strong>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.</strong>\r\n\r\n<strong>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.</strong>\r\n\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 reviewing the brand stories featured in the Case Studies section.\r\n<h3>Brand Consulting Expertise<strong>\r\n</strong></h3>\r\nPULL 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<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.', 'Brand Innovation Expertise for Emerging Brands', '', 'inherit', 'open', 'open', '', '180-revision-17', '', '', '2013-03-08 23:58:35', '2013-03-08 23:58:35', '', 180, 'http://pullinc.berchman.net/180-revision-17/', 0, 'revision', '', 0),
(3648, 2, '2013-03-08 23:57:28', '2013-03-08 23:57:28', '<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\r\nWhen 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:\r\n\r\n<strong>Discovering the best opportunities for your brand to gain competitive advantage.</strong>\r\n\r\n<strong>Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</strong>\r\n\r\n<strong>Creating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagement with your brand.</strong>\r\n\r\n<strong>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.</strong>\r\n\r\n<strong>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.</strong>\r\n\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 reviewing the brand stories featured in the Case Studies section.\r\n<h3>Brand Consulting Expertise<strong>\r\n</strong></h3>\r\n<img class=\"alignnone  wp-image-3646\" alt=\"collage of brands\" src=\"http://berchman.net/pullinc/wp-content/uploads//2009/01/collage-of-brands2.jpg\" width=\"0\" height=\"0\" />\r\n\r\nPULL 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<strong> </strong>\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.', 'Brand Innovation Expertise for Emerging Brands', '', 'inherit', 'open', 'open', '', '180-revision-15', '', '', '2013-03-08 23:57:28', '2013-03-08 23:57:28', '', 180, 'http://pullinc.berchman.net/180-revision-15/', 0, 'revision', '', 0),
(3653, 2, '2013-03-09 00:05:25', '2013-03-09 00:05:25', '<h1>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.</h1>\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-10', '', '', '2013-03-09 00:05:25', '2013-03-09 00:05:25', '', 1035, 'http://pullinc.berchman.net/1035-revision-10/', 0, 'revision', '', 0),
(3652, 2, '2013-03-09 00:04:20', '2013-03-09 00:04:20', '<h1>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.</h1>\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\" />', 'Strategic Brand Development Workshops for Emerging Brands', '', 'inherit', 'open', 'open', '', '1035-revision-9', '', '', '2013-03-09 00:04:20', '2013-03-09 00:04:20', '', 1035, 'http://pullinc.berchman.net/1035-revision-9/', 0, 'revision', '', 0),
(3654, 2, '2013-03-09 00:08:25', '2013-03-09 00:08:25', '<h1>PULL Brand Innovation Strategic Workshops for Emerging Brand.</h1>\r\n<h3>We offer 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-11', '', '', '2013-03-09 00:08:25', '2013-03-09 00:08:25', '', 1035, 'http://pullinc.berchman.net/1035-revision-11/', 0, 'revision', '', 0),
(3655, 2, '2013-03-09 00:09:35', '2013-03-09 00:09:35', '<h1>PULL Brand Innovation Strategic Workshops for Emerging Brands.</h1>\r\n<h3>We offer 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<h3>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.</h3>\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-12', '', '', '2013-03-09 00:09:35', '2013-03-09 00:09:35', '', 1035, 'http://pullinc.berchman.net/1035-revision-12/', 0, 'revision', '', 0),
(3656, 2, '2013-03-09 00:11:26', '2013-03-09 00:11:26', '<h1>PULL Brand Innovation Strategic Workshops for Emerging Brands.</h1>\r\n<h3>We offer 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<h3>Our brand strategy workshops focus on issues of brand positioning, brand architecture and brand storytelling. They are designed for marketers inventing new business, creating new brands and positioning brands for their next level of growth.</h3>\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-13', '', '', '2013-03-09 00:11:26', '2013-03-09 00:11:26', '', 1035, 'http://pullinc.berchman.net/1035-revision-13/', 0, 'revision', '', 0);
INSERT INTO `pull_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(3658, 2, '2013-03-09 00:19:12', '2013-03-09 00:19:12', '<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: #808080\">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.</span></h1>\r\n<h3>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<h3>Who attends our strategic workshops?</h3>\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<h3>Workshop Deliverables and Investment</h3>\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-revision-15', '', '', '2013-03-09 00:19:12', '2013-03-09 00:19:12', '', 1035, 'http://pullinc.berchman.net/1035-revision-15/', 0, 'revision', '', 0),
(3657, 2, '2013-03-09 00:16:57', '2013-03-09 00:16:57', '<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: #808080\">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.</span></h1>\r\n<h3>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\n<h3>Two-Day Brand Positiong Workshop</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&nbsp;\r\n<h3><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>The Brand Storytelling Workshop</h3>\r\nThis 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&nbsp;\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<h3>Creating Bigger Futures</h3>\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<h3>Who attends our strategic workshops?</h3>\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<h3>Workshop Deliverables and Investment</h3>\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-revision-14', '', '', '2013-03-09 00:16:57', '2013-03-09 00:16:57', '', 1035, 'http://pullinc.berchman.net/1035-revision-14/', 0, 'revision', '', 0),
(3661, 2, '2013-03-09 00:24:33', '2013-03-09 00:24:33', '<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. </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<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-revision-18', '', '', '2013-03-09 00:24:33', '2013-03-09 00:24:33', '', 1035, 'http://pullinc.berchman.net/1035-revision-18/', 0, 'revision', '', 0),
(3660, 2, '2013-03-09 00:23:02', '2013-03-09 00:23:02', '<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. </span></h1>\r\n<h3><span style=\"color: #808080\">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.</span></h3>\r\n<h3>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<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-revision-17', '', '', '2013-03-09 00:23:02', '2013-03-09 00:23:02', '', 1035, 'http://pullinc.berchman.net/1035-revision-17/', 0, 'revision', '', 0),
(3659, 2, '2013-03-09 00:21:08', '2013-03-09 00:21:08', '<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: #808080\">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.</span></h1>\r\n<h3>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<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-revision-16', '', '', '2013-03-09 00:21:08', '2013-03-09 00:21:08', '', 1035, 'http://pullinc.berchman.net/1035-revision-16/', 0, 'revision', '', 0);
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(3662, 2, '2013-03-09 00:25:23', '2013-03-09 00:25:23', '<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<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-revision-19', '', '', '2013-03-09 00:25:23', '2013-03-09 00:25:23', '', 1035, 'http://pullinc.berchman.net/1035-revision-19/', 0, 'revision', '', 0),
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(3663, 1, '2013-03-04 06:58:36', '2013-03-04 06:58:36', '<h1>This is a header with the formatting of H1.</h1>\r\nThis is a sample paragraph. <a title=\"This is a sample title\" href=\"#\" target=\"_blank\">Class aptent taciti sociosqu</a> ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla.\r\n\r\n<strong>Curabitur sed mattis dolor. </strong>\r\nAliquam id risus metus. <em>Donec eros lectus</em>, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h2>This is a header with the formatting of H2.</h2>\r\nThis is a sample paragraph that is italic. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla. Curabitur sed mattis dolor. Aliquam id risus metus. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h3>This is a header with the formatting of H3.</h3>\r\nThis is a sample paragraph. This sentence is bold. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h4>This is a header with the formatting of H4.</h4>\r\nThis is a paragraph set with the format of h2. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla. Curabitur sed mattis dolor. Aliquam id risus metus. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h5>This is a header with the formatting of H5.</h5>\r\nThis is a sample paragraph. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla. Curabitur sed mattis dolor. Aliquam id risus metus. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h6>This is a header with the formatting of H6.</h6>\r\nThis is a sample paragraph. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla. Curabitur sed mattis dolor. Aliquam id risus metus. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n\r\nBlockquote:\r\n<blockquote>This is an example of a blockquote on a WordPress page, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many pages like this one or sub-pages as you like and manage all of your content inside of WordPress.</blockquote>\r\nOrdered List:\r\n\r\nUnordered list item #1\r\nUnordered list item #2\r\nUnordered list item #3\r\nUnordered List:\r\n\r\nUnordered list item #1\r\nUnordered list item #2\r\nUnordered list item #3', 'Type Test Page', '', 'inherit', 'open', 'open', '', '3562-revision-6', '', '', '2013-03-04 06:58:36', '2013-03-04 06:58:36', '', 3562, 'http://pullinc.berchman.net/3562-revision-6/', 0, 'revision', '', 0),
(3665, 1, '2013-03-08 23:59:56', '2013-03-08 23:59:56', '<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\r\nWhen 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:\r\n\r\n<strong>Discovering the best opportunities for your brand to gain competitive advantage.</strong>\r\n\r\n<strong>Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</strong>\r\n\r\n<strong>Creating a brand messaging platform that inspires the hearts, minds and purchase behavior of your target customer and increases engagement with your brand.</strong>\r\n\r\n<strong>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.</strong>\r\n\r\n<strong>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.</strong>\r\n\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 reviewing the brand stories featured in the Case Studies section.\r\n<h3>Brand Consulting Expertise<strong>\r\n</strong></h3>\r\nPULL 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<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.', 'Brand Innovation Expertise for Emerging Brands', '', 'inherit', 'open', 'open', '', '180-revision-18', '', '', '2013-03-08 23:59:56', '2013-03-08 23:59:56', '', 180, 'http://pullinc.berchman.net/180-revision-18/', 0, 'revision', '', 0),
(3664, 1, '2013-03-09 03:10:12', '2013-03-09 03:10:12', '<h1>This is a header with the formatting of H1.</h1>\r\nThis is a sample paragraph. <a title=\"This is a link to Google, you know, just to test and stuff. Oh, this will open in a new window.\" href=\"http://www.google.com\" target=\"_blank\">This is what a link looks like.</a> <strong>This is a very bold declarative sentence, some think downright naughty.</strong> <em>Per specification this is italic.</em> Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla.\r\n\r\n<strong>Curabitur sed mattis dolor. </strong>\r\nAliquam id risus metus. <em>Donec eros lectus</em>, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<blockquote>This is a portion of text that is set as a <strong>blockquote</strong>. It’s the icon with the gigantic quotation mark—\". Yeah that one.</blockquote>\r\n<h2>This is a header with the formatting of H2.</h2>\r\nThis is a sample paragraph that is italic. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla. Curabitur sed mattis dolor. Aliquam id risus metus. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h3>This is a header with the formatting of H3.</h3>\r\nThis is a sample paragraph. <strong>This sentence is bold.</strong> Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h4>This is a header with the formatting of H4.</h4>\r\nThis is a paragraph set with the format of h2. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla. Curabitur sed mattis dolor. Aliquam id risus metus. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h5>This is a header with the formatting of H5.</h5>\r\nThis is a sample paragraph. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla. Curabitur sed mattis dolor. Aliquam id risus metus. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n<h6>This is a header with the formatting of H6.</h6>\r\nThis is a sample paragraph. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam bibendum tempor velit id tristique. Cras consectetur tempor risus, id fermentum turpis gravida non. Duis sem dolor, ornare sed pellentesque et, ornare quis elit. Morbi volutpat, eros in auctor scelerisque, eros nisi vehicula ante, a mollis felis elit sit amet magna. Fusce fermentum tincidunt felis pellentesque fringilla. Curabitur sed mattis dolor. Aliquam id risus metus. Donec eros lectus, molestie sed eleifend vitae, hendrerit non lacus. Curabitur id lectus felis, vitae euismod justo.\r\n\r\n<strong>Ordered List:</strong>\r\n<ol>\r\n	<li>Unordered list item #1</li>\r\n	<li>Unordered list item #2</li>\r\n	<li>Unordered list item #3</li>\r\n</ol>\r\n<strong> Unordered List:</strong>\r\n<ul>\r\n	<li>Unordered list item #1</li>\r\n	<li>Unordered list item #2</li>\r\n	<li>Unordered list item #3</li>\r\n</ul>', 'Type Test Page', '', 'inherit', 'open', 'open', '', '3562-revision-7', '', '', '2013-03-09 03:10:12', '2013-03-09 03:10:12', '', 3562, 'http://pullinc.berchman.net/3562-revision-7/', 0, 'revision', '', 0),
(3668, 1, '2013-03-09 04:09:43', '2013-03-09 04:09:43', '<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\"><a href=\"http://berchman.net/pullinc/case-studies/bloom/\" title=\"Case Story: Bloom Markets Brand Development\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">I can change the text for the block here.</span></li>\r\n	<li class=\"thumb\"><a href=\"http://berchman.net/pullinc/case-studies/coapt/\" title=\"Case Story: Icon Footwear Brand Development\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a href=\"http://berchman.net/pullinc/case-studies/haworth/\" title=\"Case Story: Haworth, Inc. Corporate Identity Development\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n</ul>', 'PULL Brand Innovation Case Stories', '', 'inherit', 'open', 'open', '', '99-revision-14', '', '', '2013-03-09 04:09:43', '2013-03-09 04:09:43', '', 99, 'http://pullinc.berchman.net/99-revision-14/', 0, 'revision', '', 0),
(3667, 1, '2013-03-04 06:47:01', '2013-03-04 06:47:01', '<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\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">I can change the text for the block here.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Creating a brand to stop bullying in schools across the USA.</span></li>\r\n</ul>', 'PULL Brand Innovation Case Stories', '', 'inherit', 'open', 'open', '', '99-revision-13', '', '', '2013-03-04 06:47:01', '2013-03-04 06:47:01', '', 99, 'http://pullinc.berchman.net/99-revision-13/', 0, 'revision', '', 0),
(3669, 2, '2013-03-09 03:11:29', '2013-03-09 03:11:29', '<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&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\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<h2><span style=\"color: #000000\"><strong>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:</strong></span></h2>\r\n<span style=\"color: #000000\">Discovering the best opportunities for your brand to gain competitive advantage.</span>\r\n\r\n<span style=\"color: #000000\">Developing a compelling positioning for your brand that connects a unique and relevant value proposition to the right customers.</span>\r\n\r\n<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>\r\n\r\n<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>\r\n\r\n<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>\r\n\r\n<span style=\"color: #000000\">We 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.</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<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=\"http://www.pullinc.com/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 Emerging Brands', '', 'inherit', 'open', 'open', '', '180-revision-19', '', '', '2013-03-09 03:11:29', '2013-03-09 03:11:29', '', 180, 'http://pullinc.berchman.net/180-revision-19/', 0, 'revision', '', 0),
(3670, 2, '2013-03-08 23:18:00', '2013-03-08 23:18:00', '<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: #808080\">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 size-full wp-image-1088\" title=\"bloom-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloom-id3.gif\" width=\"515\" height=\"356\" /></span>\r\n\r\n<span style=\"color: #333333\"><img class=\"alignnone size-full wp-image-1061\" title=\"bloominterior\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloominterior.jpg\" width=\"515\" height=\"353\" /></span>\r\n\r\n<span style=\"color: #333333\"><img class=\"alignnone size-full wp-image-1062\" title=\"bloomstyleguide\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomstyleguide1.jpg\" width=\"515\" height=\"238\" /></span>\r\n\r\n<span style=\"color: #333333\"><img class=\"alignnone size-full wp-image-1063\" title=\"bloomcheckout\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomcheckout.jpg\" width=\"515\" height=\"323\" />\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-revision-3', '', '', '2013-03-08 23:18:00', '2013-03-08 23:18:00', '', 113, 'http://pullinc.berchman.net/113-revision-3/', 0, 'revision', '', 0);
INSERT INTO `pull_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(3671, 2, '2013-03-11 16:25:18', '2013-03-11 16:25:18', '<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<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', '', 'inherit', 'open', 'open', '', '180-revision-20', '', '', '2013-03-11 16:25:18', '2013-03-11 16:25:18', '', 180, 'http://pullinc.berchman.net/180-revision-20/', 0, 'revision', '', 0),
(3672, 2, '2013-03-08 23:11:45', '2013-03-08 23:11:45', '<span style=\"color: #808080\"><strong>Business Products\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</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\">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.\r\n</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<h2>After 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.</h2>\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-revision-3', '', '', '2013-03-08 23:11:45', '2013-03-08 23:11:45', '', 115, 'http://pullinc.berchman.net/115-revision-3/', 0, 'revision', '', 0),
(3674, 2, '2013-03-11 16:41:08', '2013-03-11 16:41:08', '<span style=\"color: #808080\"><strong>Business Products\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</strong></span>\r\n\r\n&nbsp;\r\n\r\n<span style=\"color: #808080\">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>\r\n\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<h2>After 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.</h2>\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-revision-4', '', '', '2013-03-11 16:41:08', '2013-03-11 16:41:08', '', 115, 'http://pullinc.berchman.net/115-revision-4/', 0, 'revision', '', 0),
(3675, 2, '2013-03-11 16:42:35', '2013-03-11 16:42:35', '<span style=\"color: #808080\"><strong>Business Products\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</strong></span>\r\n\r\n&nbsp;\r\n<h1><span style=\"color: #808080\">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></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-revision-5', '', '', '2013-03-11 16:42:35', '2013-03-11 16:42:35', '', 115, 'http://pullinc.berchman.net/115-revision-5/', 0, 'revision', '', 0),
(3676, 2, '2013-03-11 16:42:57', '2013-03-11 16:42:57', '<span style=\"color: #808080\"><strong>Business Products\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</strong></span>\r\n\r\n&nbsp;\r\n<h1><span style=\"color: #808080\">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></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-revision-6', '', '', '2013-03-11 16:42:57', '2013-03-11 16:42:57', '', 115, 'http://pullinc.berchman.net/115-revision-6/', 0, 'revision', '', 0),
(3677, 2, '2013-03-11 16:44:08', '2013-03-11 16:44:08', '<span style=\"color: #808080\"><strong>Business Products\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</strong></span>\r\n<h1><span style=\"color: #808080\">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></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-revision-7', '', '', '2013-03-11 16:44:08', '2013-03-11 16:44:08', '', 115, 'http://pullinc.berchman.net/115-revision-7/', 0, 'revision', '', 0),
(3680, 2, '2013-03-11 16:55:13', '2013-03-11 16:55:13', '', 'soulmate billboard515', '', 'inherit', 'open', 'open', '', 'soulmate-billboard515', '', '', '2013-03-11 16:55:13', '2013-03-11 16:55:13', '', 118, 'http://pullinc.berchman.net/wp-content/uploads/sites/5/2009/01/soulmate-billboard515.jpg', 0, 'attachment', 'image/jpeg', 0),
(3681, 2, '2013-03-11 17:00:42', '2013-03-11 17:00:42', '', 'soulmate billboard', '', 'inherit', 'open', 'open', '', 'soulmate-billboard515-2', '', '', '2013-03-11 17:00:42', '2013-03-11 17:00:42', '', 118, 'http://pullinc.berchman.net/wp-content/uploads/sites/5/2009/01/soulmate-billboard5151.jpg', 0, 'attachment', 'image/jpeg', 0),
(3682, 2, '2013-03-11 16:50:41', '2013-03-11 16:50:41', '<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: #808080\">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\" /><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\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', '', 'inherit', 'open', 'open', '', '118-revision-6', '', '', '2013-03-11 16:50:41', '2013-03-11 16:50:41', '', 118, 'http://pullinc.berchman.net/118-revision-6/', 0, 'revision', '', 0),
(3683, 2, '2013-03-13 18:03:27', '2013-03-13 18:03:27', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Consumer Packaged Goods</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Kevita Probiotic Drinks</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Kevita LLC</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Strategic Brand Positioning and Development</strong></span>\r\n<h1><span style=\"color: #b8860b;\">Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand to set the stage for its next level of growth.</span></h1>\r\n<h2><span style=\"color: #808080;\"> <img class=\"alignnone size-full wp-image-2910\" title=\"kevita vertical 2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/kevita-vertical-2.jpg\" width=\"515\" height=\"575\" /></span></h2>\r\nKevita is an early stage RTD functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Founded in early 2010, Kevita has experienced some early success with regional distribution, new product introductions and more operational efficiencies.\r\n\r\n<strong>Challenge</strong>\r\nLike most early stage start-ups, not enough attention or resources was invested into brand building. The KeVita brand was struggling to define its value proposition in the functional beverage category and faced entrenched competition from other beverages promising health benefits from their ingredients. The product labeling and shelf presence, although bold and colorful, was generic offering consumers no compelling reason to reach for the brand or retailers to stock it.\r\n\r\nIn the hyper-competitive beverage category, the KeVita brand needed a compelling and distinctive brand positioning and promise that retailers believed would win consumers at shelf. To grow distribution into national grocery chains required a complete assessment to define where the brand could compete and win going forward.\r\n\r\n<img class=\"alignnone size-full wp-image-2691\" title=\"oldkevita\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/oldkevita.jpg\" width=\"515\" height=\"325\" />\r\nOld Kevita Packaging and Trademark\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking from the brand team’s current market research, and other insights gathered from in-store product demonstrations, we helped the brand team define the target consumer segment that represented the brand’s best opportunity. These consumers were at the nexus of three important trends driving their engagement with the category: greater awareness of the health benefits associated with probiotics in their diet, the market growth of the natural products and functional health beverage category, and the desire these consumers have for creating life experiences with a “sustainable” sense of health and well-being.\r\n<h3><img class=\"alignnone size-full wp-image-2906\" title=\"Kevita GroupShot2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/Kevita-GroupShot2.jpg\" width=\"792\" height=\"494\" /></h3>\r\n<h3>Informed by the learning from qualitative consumer insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!</h3>\r\nTo bring the new brand promise of “delicious vitality” to life at the store shelf, we designed the refreshed brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed with bold and vivid color.\r\n\r\nThe early response from key retailers like Whole Foods has been remarkable. You’ll soon find KeVita in all nine refreshing flavors on the shelf of every Whole Foods Market (and others retailers like them) all across the USA.\r\n<a href=\"/2011/11/12-oz-16-oz-comp.jpg\"><img class=\"alignnone size-full wp-image-2904\" title=\"12 oz 16 oz comp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/12-oz-16-oz-comp.jpg\" width=\"792\" height=\"576\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Case Story: Kevita Probiotic Drinks Brand Development', '', 'inherit', 'open', 'open', '', '3527-autosave', '', '', '2013-03-13 18:03:27', '2013-03-13 18:03:27', '', 3527, 'http://pullinc.berchman.net/3527-autosave/', 0, 'revision', '', 0),
(3685, 2, '2013-03-11 17:07:31', '2013-03-11 17:07:31', '<strong>Consumer Packaged Goods</strong>\r\n<strong>Kevita Probiotic Drinks</strong>\r\n<strong>Kevita LLC</strong>\r\n<strong>Strategic Brand Development</strong>\r\n<h1><span style=\"color: #808080\">Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand to set the stage for its next level of growth.</span></h1>\r\n<h2><span style=\"color: #808080\"> <img class=\"alignnone size-full wp-image-2910\" title=\"kevita vertical 2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/kevita-vertical-2.jpg\" width=\"515\" height=\"575\" /></span></h2>\r\nKevita is an early stage RTD functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Founded in early 2010, Kevita has experienced some early success with regional distribution, new product introductions and more operational efficiencies.\r\n\r\n<strong>Challenge</strong>\r\nLike most early stage start-ups, not enough attention or resources was invested into brand building. The KeVita brand was struggling to define its value proposition in the functional beverage category and faced entrenched competition from other beverages promising health benefits from their ingredients. The product labeling and shelf presence, although bold and colorful, was generic offering consumers no compelling reason to reach for the brand or retailers to stock it.\r\n\r\nIn the hyper-competitive beverage category, the KeVita brand needed a compelling and distinctive brand positioning and promise that retailers believed would win consumers at shelf. To grow distribution into national grocery chains required a complete assessment to define where the brand could compete and win going forward.\r\n\r\n<img class=\"alignnone size-full wp-image-2691\" title=\"oldkevita\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/oldkevita.jpg\" width=\"515\" height=\"325\" />\r\nOld Kevita Packaging and Trademark\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking from the brand team’s current market research, and other insights gathered from in-store product demonstrations, we helped the brand team define the target consumer segment that represented the brand’s best opportunity. These consumers were at the nexus of three important trends driving their engagement with the category: greater awareness of the health benefits associated with probiotics in their diet, the market growth of the natural products and functional health beverage category, and the desire these consumers have for creating life experiences with a “sustainable” sense of health and well-being.\r\n<h3><img class=\"alignnone size-full wp-image-2906\" title=\"Kevita GroupShot2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/Kevita-GroupShot2.jpg\" width=\"792\" height=\"494\" />Informed by the learning from qualitative consumer insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!</h3>\r\nTo bring the new brand promise of “delicious vitality” to life at the store shelf, we designed the refreshed brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed with bold and vivid color. The early response from key retailers like Whole Foods has been remarkable. You’ll soon find KeVita in all nine refreshing flavors on the shelf of every Whole Foods Market (and others retailers like them) all across the USA.\r\n<a href=\"/2011/11/12-oz-16-oz-comp.jpg\"><img class=\"alignnone size-full wp-image-2904\" title=\"12 oz 16 oz comp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/12-oz-16-oz-comp.jpg\" width=\"792\" height=\"576\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Case Story: Kevita Probiotic Drinks Brand Development', '', 'inherit', 'open', 'open', '', '3527-revision-6', '', '', '2013-03-11 17:07:31', '2013-03-11 17:07:31', '', 3527, 'http://pullinc.berchman.net/3527-revision-6/', 0, 'revision', '', 0),
(3684, 2, '2013-03-08 23:12:47', '2013-03-08 23:12:47', '<b>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</b>\r\n\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\r\n<b>Sed ultricies adipiscing iaculis.</b>\r\n\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<b>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</b>\r\n\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<blockquote>Maecenas tempus nisi vel libero volutpat id egestas neque feugiat.</blockquote>\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.', 'Case Story: Kevita Probiotic Drinks Brand Development', '', 'inherit', 'open', 'open', '', '3527-revision-5', '', '', '2013-03-08 23:12:47', '2013-03-08 23:12:47', '', 3527, 'http://pullinc.berchman.net/3527-revision-5/', 0, 'revision', '', 0),
(3686, 2, '2013-03-11 17:08:41', '2013-03-11 17:08:41', '<strong>Consumer Packaged Goods</strong>\r\n<strong>Kevita Probiotic Drinks</strong>\r\n<strong>Kevita LLC</strong>\r\n<strong>Strategic Brand Development</strong>\r\n<h1><span style=\"color: #808080\">Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand to set the stage for its next level of growth.</span></h1>\r\n<h2><span style=\"color: #808080\"> <img class=\"alignnone size-full wp-image-2910\" title=\"kevita vertical 2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/kevita-vertical-2.jpg\" width=\"515\" height=\"575\" /></span></h2>\r\nKevita is an early stage RTD functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Founded in early 2010, Kevita has experienced some early success with regional distribution, new product introductions and more operational efficiencies.\r\n\r\n<strong>Challenge</strong>\r\nLike most early stage start-ups, not enough attention or resources was invested into brand building. The KeVita brand was struggling to define its value proposition in the functional beverage category and faced entrenched competition from other beverages promising health benefits from their ingredients. The product labeling and shelf presence, although bold and colorful, was generic offering consumers no compelling reason to reach for the brand or retailers to stock it.\r\n\r\nIn the hyper-competitive beverage category, the KeVita brand needed a compelling and distinctive brand positioning and promise that retailers believed would win consumers at shelf. To grow distribution into national grocery chains required a complete assessment to define where the brand could compete and win going forward.\r\n\r\n<img class=\"alignnone size-full wp-image-2691\" title=\"oldkevita\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/oldkevita.jpg\" width=\"515\" height=\"325\" />\r\nOld Kevita Packaging and Trademark\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking from the brand team’s current market research, and other insights gathered from in-store product demonstrations, we helped the brand team define the target consumer segment that represented the brand’s best opportunity. These consumers were at the nexus of three important trends driving their engagement with the category: greater awareness of the health benefits associated with probiotics in their diet, the market growth of the natural products and functional health beverage category, and the desire these consumers have for creating life experiences with a “sustainable” sense of health and well-being.\r\n<h3><img class=\"alignnone size-full wp-image-2906\" title=\"Kevita GroupShot2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/Kevita-GroupShot2.jpg\" width=\"792\" height=\"494\" /></h3>\r\n<h3>Informed by the learning from qualitative consumer insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!</h3>\r\nTo bring the new brand promise of “delicious vitality” to life at the store shelf, we designed the refreshed brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed with bold and vivid color. The early response from key retailers like Whole Foods has been remarkable. You’ll soon find KeVita in all nine refreshing flavors on the shelf of every Whole Foods Market (and others retailers like them) all across the USA.\r\n<a href=\"/2011/11/12-oz-16-oz-comp.jpg\"><img class=\"alignnone size-full wp-image-2904\" title=\"12 oz 16 oz comp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/12-oz-16-oz-comp.jpg\" width=\"792\" height=\"576\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Case Story: Kevita Probiotic Drinks Brand Development', '', 'inherit', 'open', 'open', '', '3527-revision-7', '', '', '2013-03-11 17:08:41', '2013-03-11 17:08:41', '', 3527, 'http://pullinc.berchman.net/3527-revision-7/', 0, 'revision', '', 0);
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(3687, 2, '2013-03-11 17:13:48', '2013-03-11 17:13:48', '<strong>Consumer Packaged Goods</strong>\r\n<strong>Kevita Probiotic Drinks</strong>\r\n<strong>Kevita LLC</strong>\r\n<strong>Strategic Brand Positioning and Development</strong>\r\n<h1><span style=\"color: #808080\">Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand to set the stage for its next level of growth.</span></h1>\r\n<h2><span style=\"color: #808080\"> <img class=\"alignnone size-full wp-image-2910\" title=\"kevita vertical 2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/kevita-vertical-2.jpg\" width=\"515\" height=\"575\" /></span></h2>\r\nKevita is an early stage RTD functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Founded in early 2010, Kevita has experienced some early success with regional distribution, new product introductions and more operational efficiencies.\r\n\r\n<strong>Challenge</strong>\r\nLike most early stage start-ups, not enough attention or resources was invested into brand building. The KeVita brand was struggling to define its value proposition in the functional beverage category and faced entrenched competition from other beverages promising health benefits from their ingredients. The product labeling and shelf presence, although bold and colorful, was generic offering consumers no compelling reason to reach for the brand or retailers to stock it.\r\n\r\nIn the hyper-competitive beverage category, the KeVita brand needed a compelling and distinctive brand positioning and promise that retailers believed would win consumers at shelf. To grow distribution into national grocery chains required a complete assessment to define where the brand could compete and win going forward.\r\n\r\n<img class=\"alignnone size-full wp-image-2691\" title=\"oldkevita\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/oldkevita.jpg\" width=\"515\" height=\"325\" />\r\nOld Kevita Packaging and Trademark\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking from the brand team’s current market research, and other insights gathered from in-store product demonstrations, we helped the brand team define the target consumer segment that represented the brand’s best opportunity. These consumers were at the nexus of three important trends driving their engagement with the category: greater awareness of the health benefits associated with probiotics in their diet, the market growth of the natural products and functional health beverage category, and the desire these consumers have for creating life experiences with a “sustainable” sense of health and well-being.\r\n<h3><img class=\"alignnone size-full wp-image-2906\" title=\"Kevita GroupShot2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/Kevita-GroupShot2.jpg\" width=\"792\" height=\"494\" /></h3>\r\n<h3>Informed by the learning from qualitative consumer insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!</h3>\r\nTo bring the new brand promise of “delicious vitality” to life at the store shelf, we designed the refreshed brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed with bold and vivid color.\r\n\r\nThe early response from key retailers like Whole Foods has been remarkable. You’ll soon find KeVita in all nine refreshing flavors on the shelf of every Whole Foods Market (and others retailers like them) all across the USA.\r\n<a href=\"/2011/11/12-oz-16-oz-comp.jpg\"><img class=\"alignnone size-full wp-image-2904\" title=\"12 oz 16 oz comp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/12-oz-16-oz-comp.jpg\" width=\"792\" height=\"576\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Case Story: Kevita Probiotic Drinks Brand Development', '', 'inherit', 'open', 'open', '', '3527-revision-8', '', '', '2013-03-11 17:13:48', '2013-03-11 17:13:48', '', 3527, 'http://pullinc.berchman.net/3527-revision-8/', 0, 'revision', '', 0),
(3688, 2, '2013-03-08 23:14:00', '2013-03-08 23:14:00', '<b>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</b>\r\n\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\r\n<b>Sed ultricies adipiscing iaculis.</b>\r\n\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<b>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</b>\r\n\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<blockquote>Maecenas tempus nisi vel libero volutpat id egestas neque feugiat.</blockquote>\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.', 'Case Study: Brightformat Strategic Brand Development', '', 'inherit', 'open', 'open', '', '3530-revision-6', '', '', '2013-03-08 23:14:00', '2013-03-08 23:14:00', '', 3530, 'http://pullinc.berchman.net/3530-revision-6/', 0, 'revision', '', 0),
(3689, 2, '2013-03-11 17:21:01', '2013-03-11 17:21:01', 'Business to Business\r\nDigital Print and Data Management\r\nBrightformat\r\nBrand Positioning, Naming Development and Corporate Identity Design\r\n<h1><span style=\"color: #808080\">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.</span></h1>\r\n<a href=\"http://www.brightformat.com\"><img class=\"alignnone size-full wp-image-3066\" title=\"brightformat-lead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/brightformat-lead.jpg\" width=\"515\" height=\"209\" /></a><a href=\"/2012/08/bflogo.jpg\"><img class=\"alignnone size-full wp-image-3067\" title=\"brightformat logo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bflogo.jpg\" width=\"515\" height=\"186\" /></a>\r\n<a href=\"http://www.brightformat.com/\" target=\"_blank\">Brightformat</a> is a leading digital print and data management services company headquartered in Grand Rapids, Michigan. The eight year old company, originally known as Diversified Data Services, had grown far beyond its original data and mailing services roots to become one of West Michigan’s premier providers of digital printing, wide format printing and direct marketing services.\r\n\r\n<strong>The Challenge</strong>\r\nThe printing industry is a commodity business where customers have abundant choice of providers and most printing companies compete for business solely on price. The company, which had an excellent reputation for customer service, had moved the core of its original mail house services business to new technologies in on-demand printing, large format printing and direct marketing support services.\r\n\r\nCompany executives realized in order to grow to the next level, the business name was no longer relevant and expressive of the type of business the company had become. Executive leadership recognized that a name change and complete shift in the way the company marketed its services was necessary.\r\n<a href=\"http://www.brightformat.com/\"><img class=\"alignnone size-full wp-image-3069\" title=\"bf-apparal\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-apparal.jpg\" width=\"515\" height=\"352\" /></a>\r\n<img class=\"alignnone size-full wp-image-3070\" title=\"bf-web-home\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-web-home.jpg\" width=\"515\" height=\"343\" />\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking with the company’s executive management team over a six month period, we facilitated a series of brand strategy and positioning workshops designed to guide the client’s executive and business development team to refocus and recalibrate their value proposition to a discerning customer segment. This target customer segment highly valued the specialized expertise of digital on demand print services, and they represented a customer group at the premium end of the West Michigan market.\r\n\r\nBeyond the functional benefits associated with the specialized expertise their customer’s enjoyed, we learned that this customer segment valued a distinctive level of personalized service expressed through proactive problem solving innovation. The client’s reputation for creativity, innovation and ingenuity coupled with a vibrant, stress free customer experience was the source of differentiation and “oneliness” that enabled the client to build their new brand positioning around the idea of focusing on the customer’s marketing success, rather than simply delivering a print job.\r\n\r\nTo bring this positioning to life, we guided the client’s executive team through a rigorous naming process that mandated the new trade name be highly evocative supporting the client’s innovative approach to collaborating with their customer’s to create marketing success.\r\n\r\nBrightformat was the perfect name to embody the idea of illumination, innovation and vibrant customer experiences. We then designed the new corporate identity system that included a new logotype, symbol, color system and visual design standards for all marketing and communications. Examples of those executions are featured here.\r\n\r\n<a href=\"http://vimeo.com/48003840\"><img class=\"alignleft size-full wp-image-3068\" title=\"Brightformat Video\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/pete-and-mike.jpg\" width=\"250\" height=\"384\" /></a>\r\n\r\n<strong>The Outcome</strong>\r\nCheck out the <a href=\"http://vimeo.com/48003840\" target=\"_blank\">video</a> featuring Brightformat’s executive leadership announcing the name change with humor and grace. Here’s what Pete Houlihan, CEO of Brightformat, had to say about their engagement with PULL:\r\n\r\n<em>“From the very beginning of the workshops with PULL and through the implementation of our name and visual expression, PULL was thoughtful, collaborative, and was clearly committed to our success. Their experience, guidance, and creativity helped guide two very different shareholders toward a result that we simply could not be happier with. They didn’t tell us who we should be or where we should go–they guided us along a path that helped us discover that our direction and purpose had been there all along, we just needed the expertise to help us reveal it.”</em>\r\n\r\n&nbsp;\r\n\r\n<strong>Thank you Brightformat! We wish you great success and brighter days ahead.</strong>', 'Case Study: Brightformat Strategic Brand Development', '', 'inherit', 'open', 'open', '', '3530-revision-7', '', '', '2013-03-11 17:21:01', '2013-03-11 17:21:01', '', 3530, 'http://pullinc.berchman.net/3530-revision-7/', 0, 'revision', '', 0),
(3690, 2, '2013-03-11 17:24:33', '2013-03-11 17:24:33', 'Business to Business\r\nDigital Print and Data Management\r\nBrightformat\r\nBrand Positioning, Naming Development and Corporate Identity Design\r\n<h1><span style=\"color: #808080\">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.</span></h1>\r\n<a href=\"http://www.brightformat.com\"><img class=\"alignnone size-full wp-image-3066\" title=\"brightformat-lead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/brightformat-lead.jpg\" width=\"515\" height=\"209\" /></a><a href=\"/2012/08/bflogo.jpg\"><img class=\"alignnone size-full wp-image-3067\" title=\"brightformat logo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bflogo.jpg\" width=\"515\" height=\"186\" /></a>\r\n<a href=\"http://www.brightformat.com/\" target=\"_blank\">Brightformat</a> is a leading digital print and data management services company headquartered in Grand Rapids, Michigan. The eight year old company, originally known as Diversified Data Services, had grown far beyond its original data and mailing services roots to become one of West Michigan’s premier providers of digital printing, wide format printing and direct marketing services.\r\n\r\n<strong>The Challenge</strong>\r\nThe printing industry is a commodity business where customers have abundant choice of providers and most printing companies compete for business solely on price. The company, which had an excellent reputation for customer service, had moved the core of its original mail house services business to new technologies in on-demand printing, large format printing and direct marketing support services.\r\n\r\nCompany executives realized in order to grow to the next level, the business name was no longer relevant and expressive of the type of business the company had become. Executive leadership recognized that a name change and complete shift in the way the company marketed its services was necessary.\r\n<a href=\"http://www.brightformat.com/\"><img class=\"alignnone size-full wp-image-3069\" title=\"bf-apparal\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-apparal.jpg\" width=\"515\" height=\"352\" /></a>\r\n<img class=\"alignnone size-full wp-image-3070\" title=\"bf-web-home\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-web-home.jpg\" width=\"515\" height=\"343\" />\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking with the company’s executive management team over a six month period, we facilitated a series of brand strategy and positioning workshops designed to guide the client’s executive and business development team to refocus and recalibrate their value proposition to a discerning customer segment. This target customer segment highly valued the specialized expertise of digital on demand print services, and they represented a customer group at the premium end of the West Michigan market.\r\n\r\nBeyond the functional benefits associated with the specialized expertise their customer’s enjoyed, we learned that this customer segment valued a distinctive level of personalized service expressed through proactive problem solving innovation. The client’s reputation for creativity, innovation and ingenuity coupled with a vibrant, stress free customer experience was the source of differentiation and “oneliness” that enabled the client to build their new brand positioning around the idea of focusing on the customer’s marketing success, rather than simply delivering a print job.\r\n\r\nTo bring this positioning to life, we guided the client’s executive team through a rigorous naming process that mandated the new trade name be highly evocative supporting the client’s innovative approach to collaborating with their customer’s to create marketing success.\r\n\r\nBrightformat was the perfect name to embody the idea of illumination, innovation and vibrant customer experiences. We then designed the new corporate identity system that included a new logotype, symbol, color system and visual design standards for all marketing and communications. Examples of those executions are featured here.\r\n\r\n<a href=\"http://vimeo.com/48003840\"><img class=\"alignleft size-full wp-image-3068\" title=\"Brightformat Video\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/pete-and-mike.jpg\" width=\"250\" height=\"384\" /></a>\r\n\r\n<strong>The Outcome</strong>\r\nCheck out the <a href=\"http://vimeo.com/48003840\" target=\"_blank\">video</a> featuring Brightformat’s executive leadership announcing the name change with humor and grace. Here’s what Pete Houlihan, CEO of Brightformat, had to say about their engagement with PULL:\r\n\r\n<em>“From the very beginning of the workshops with PULL and through the implementation of our name and visual expression, PULL was thoughtful, collaborative, and was clearly committed to our success. Their experience, guidance, and creativity helped guide two very different shareholders toward a result that we simply could not be happier with. They didn’t tell us who we should be or where we should go–they guided us along a path that helped us discover that our direction and purpose had been there all along, we just needed the expertise to help us reveal it.”</em>\r\n\r\n&nbsp;\r\n\r\n<strong>Thank you Brightformat! We wish you great success and brighter days ahead.</strong>', 'Case Study: Brightformat Strategic Brand Development', '', 'inherit', 'open', 'open', '', '3530-revision-8', '', '', '2013-03-11 17:24:33', '2013-03-11 17:24:33', '', 3530, 'http://pullinc.berchman.net/3530-revision-8/', 0, 'revision', '', 0),
(3691, 2, '2013-03-11 17:25:08', '2013-03-11 17:25:08', 'Business to Business\r\nDigital Print and Data Management\r\nBrightformat\r\nBrand Positioning, Naming Development and Corporate Identity Design\r\n<h1><span style=\"color: #808080\">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.</span></h1>\r\n<a href=\"http://www.brightformat.com\"><img class=\"alignnone size-full wp-image-3066\" title=\"brightformat-lead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/brightformat-lead.jpg\" width=\"515\" height=\"209\" /></a><a href=\"/2012/08/bflogo.jpg\"><img class=\"alignnone size-full wp-image-3067\" title=\"brightformat logo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bflogo.jpg\" width=\"515\" height=\"186\" /></a>\r\n<a href=\"http://www.brightformat.com/\" target=\"_blank\">Brightformat</a> is a leading digital print and data management services company headquartered in Grand Rapids, Michigan. The eight year old company, originally known as Diversified Data Services, had grown far beyond its original data and mailing services roots to become one of West Michigan’s premier providers of digital printing, wide format printing and direct marketing services.\r\n\r\n<strong>The Challenge</strong>\r\nThe printing industry is a commodity business where customers have abundant choice of providers and most printing companies compete for business solely on price. The company, which had an excellent reputation for customer service, had moved the core of its original mail house services business to new technologies in on-demand printing, large format printing and direct marketing support services.\r\n\r\nCompany executives realized in order to grow to the next level, the business name was no longer relevant and expressive of the type of business the company had become. Executive leadership recognized that a name change and complete shift in the way the company marketed its services was necessary.\r\n<a href=\"http://www.brightformat.com/\"><img class=\"alignnone size-full wp-image-3069\" title=\"bf-apparal\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-apparal.jpg\" width=\"515\" height=\"352\" /></a>\r\n<img class=\"alignnone size-full wp-image-3070\" title=\"bf-web-home\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-web-home.jpg\" width=\"515\" height=\"343\" />\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking with the company’s executive management team over a six month period, we facilitated a series of brand strategy and positioning workshops designed to guide the client’s executive and business development team to refocus and recalibrate their value proposition to a discerning customer segment. This target customer segment highly valued the specialized expertise of digital on demand print services, and they represented a customer group at the premium end of the West Michigan market.\r\n\r\nBeyond the functional benefits associated with the specialized expertise their customer’s enjoyed, we learned that this customer segment valued a distinctive level of personalized service expressed through proactive problem solving innovation. The client’s reputation for creativity, innovation and ingenuity coupled with a vibrant, stress free customer experience was the source of differentiation and “oneliness” that enabled the client to build their new brand positioning around the idea of focusing on the customer’s marketing success, rather than simply delivering a print job.\r\n\r\nTo bring this positioning to life, we guided the client’s executive team through a rigorous naming process that mandated the new trade name be highly evocative supporting the client’s innovative approach to collaborating with their customer’s to create marketing success.\r\n\r\nBrightformat was the perfect name to embody the idea of illumination, innovation and vibrant customer experiences. We then designed the new corporate identity system that included a new logotype, symbol, color system and visual design standards for all marketing and communications. Examples of those executions are featured here.\r\n\r\n<a href=\"http://vimeo.com/48003840\"><img class=\"alignleft size-full wp-image-3068\" title=\"Brightformat Video\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/pete-and-mike.jpg\" width=\"250\" height=\"384\" /></a>\r\n\r\n<strong>The Outcome</strong>\r\nCheck out the <a href=\"http://vimeo.com/48003840\" target=\"_blank\">video</a> featuring Brightformat’s executive leadership announcing the name change with humor and grace. Here’s what Pete Houlihan, CEO of Brightformat, had to say about their engagement with PULL:\r\n\r\n<em>“From the very beginning of the workshops with PULL and through the implementation of our name and visual expression, PULL was thoughtful, collaborative, and was clearly committed to our success. Their experience, guidance, and creativity helped guide two very different shareholders toward a result that we simply could not be happier with. They didn’t tell us who we should be or where we should go–they guided us along a path that helped us discover that our direction and purpose had been there all along, we just needed the expertise to help us reveal it.”</em>\r\n\r\n<strong>Thank you Brightformat! We wish you great success and brighter days ahead.</strong>', 'Case Study: Brightformat Strategic Brand Development', '', 'inherit', 'open', 'open', '', '3530-revision-9', '', '', '2013-03-11 17:25:08', '2013-03-11 17:25:08', '', 3530, 'http://pullinc.berchman.net/3530-revision-9/', 0, 'revision', '', 0),
(3692, 2, '2013-03-11 17:26:11', '2013-03-11 17:26:11', 'Business to Business\r\nDigital Print and Data Management\r\nBrightformat\r\nBrand Positioning, Naming Development and Corporate Identity Design\r\n<h1><span style=\"color: #808080\">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.</span></h1>\r\n<a href=\"http://www.brightformat.com\"><img class=\"alignnone size-full wp-image-3066\" title=\"brightformat-lead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/brightformat-lead.jpg\" width=\"515\" height=\"209\" /></a><a href=\"/2012/08/bflogo.jpg\"><img class=\"alignnone size-full wp-image-3067\" title=\"brightformat logo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bflogo.jpg\" width=\"515\" height=\"186\" /></a>\r\n<a href=\"http://www.brightformat.com/\" target=\"_blank\">Brightformat</a> is a leading digital print and data management services company headquartered in Grand Rapids, Michigan. The eight year old company, originally known as Diversified Data Services, had grown far beyond its original data and mailing services roots to become one of West Michigan’s premier providers of digital printing, wide format printing and direct marketing services.\r\n\r\n<strong>The Challenge</strong>\r\nThe printing industry is a commodity business where customers have abundant choice of providers and most printing companies compete for business solely on price. The company, which had an excellent reputation for customer service, had moved the core of its original mail house services business to new technologies in on-demand printing, large format printing and direct marketing support services.\r\n\r\nCompany executives realized in order to grow to the next level, the business name was no longer relevant and expressive of the type of business the company had become. Executive leadership recognized that a name change and complete shift in the way the company marketed its services was necessary.\r\n<a href=\"http://www.brightformat.com/\"><img class=\"alignnone size-full wp-image-3069\" title=\"bf-apparal\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-apparal.jpg\" width=\"515\" height=\"352\" /></a>\r\n<img class=\"alignnone size-full wp-image-3070\" title=\"bf-web-home\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-web-home.jpg\" width=\"515\" height=\"343\" />\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking with the company’s executive management team over a six month period, we facilitated a series of brand strategy and positioning workshops designed to guide the client’s executive and business development team to refocus and recalibrate their value proposition to a discerning customer segment. This target customer segment highly valued the specialized expertise of digital on demand print services, and they represented a customer group at the premium end of the West Michigan market.\r\n\r\nBeyond the functional benefits associated with the specialized expertise their customer’s enjoyed, we learned that this customer segment valued a distinctive level of personalized service expressed through proactive problem solving innovation. The client’s reputation for creativity, innovation and ingenuity coupled with a vibrant, stress free customer experience was the source of differentiation and “oneliness” that enabled the client to build their new brand positioning around the idea of focusing on the customer’s marketing success, rather than simply delivering a print job.\r\n\r\nTo bring this positioning to life, we guided the client’s executive team through a rigorous naming process that mandated the new trade name be highly evocative supporting the client’s innovative approach to collaborating with their customer’s to create marketing success.\r\n\r\nBrightformat was the perfect name to embody the idea of illumination, innovation and vibrant customer experiences. We then designed the new corporate identity system that included a new logotype, symbol, color system and visual design standards for all marketing and communications. Examples of those executions are featured here.\r\n\r\n<a href=\"http://vimeo.com/48003840\"><img class=\"alignleft size-full wp-image-3068\" title=\"Brightformat Video\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/pete-and-mike.jpg\" width=\"250\" height=\"384\" /></a>\r\n\r\n<strong>The Outcome</strong>\r\nCheck out the <a href=\"http://vimeo.com/48003840\" target=\"_blank\">video</a> featuring Brightformat’s executive leadership announcing the name change with humor and grace. Here’s what Pete Houlihan, CEO of Brightformat, had to say about their engagement with PULL:\r\n\r\n<em>“From the very beginning of the workshops with PULL and through the implementation of our name and visual expression, PULL was thoughtful, collaborative, and was clearly committed to our success. Their experience, guidance, and creativity helped guide two very different shareholders toward a result that we simply could not be happier with. They didn’t tell us who we should be or where we should go–they guided us along a path that helped us discover that our direction and purpose had been there all along, we just needed the expertise to help us reveal it.”</em>\r\n\r\n<strong>Thank you Brightformat! We wish you great success and brighter days ahead.</strong>', 'Case Study: Brightformat Strategic Brand Development', '', 'inherit', 'open', 'open', '', '3530-revision-10', '', '', '2013-03-11 17:26:11', '2013-03-11 17:26:11', '', 3530, 'http://pullinc.berchman.net/3530-revision-10/', 0, 'revision', '', 0),
(3693, 2, '2013-03-11 17:26:54', '2013-03-11 17:26:54', 'Business to Business\r\nDigital Print and Data Management\r\nBrightformat\r\nBrand Positioning, Naming Development and Corporate Identity Design\r\n<h1><span style=\"color: #808080\">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.</span></h1>\r\n<a href=\"http://www.brightformat.com\"><img class=\"alignnone size-full wp-image-3066\" title=\"brightformat-lead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/brightformat-lead.jpg\" width=\"515\" height=\"209\" /></a><a href=\"/2012/08/bflogo.jpg\"><img class=\"alignnone size-full wp-image-3067\" title=\"brightformat logo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bflogo.jpg\" width=\"515\" height=\"186\" /></a>\r\n<a href=\"http://www.brightformat.com/\" target=\"_blank\">Brightformat</a> is a leading digital print and data management services company headquartered in Grand Rapids, Michigan. The eight year old company, originally known as Diversified Data Services, had grown far beyond its original data and mailing services roots to become one of West Michigan’s premier providers of digital printing, wide format printing and direct marketing services.\r\n\r\n<strong>The Challenge</strong>\r\nThe printing industry is a commodity business where customers have abundant choice of providers and most printing companies compete for business solely on price. The company, which had an excellent reputation for customer service, had moved the core of its original mail house services business to new technologies in on-demand printing, large format printing and direct marketing support services.\r\n\r\nCompany executives realized in order to grow to the next level, the business name was no longer relevant and expressive of the type of business the company had become. Executive leadership recognized that a name change and complete shift in the way the company marketed its services was necessary.\r\n\r\n\r\n<a href=\"http://www.brightformat.com/\"><img class=\"alignnone size-full wp-image-3069\" title=\"bf-apparal\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-apparal.jpg\" width=\"515\" height=\"352\" /></a>\r\n<img class=\"alignnone size-full wp-image-3070\" title=\"bf-web-home\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-web-home.jpg\" width=\"515\" height=\"343\" />\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking with the company’s executive management team over a six month period, we facilitated a series of brand strategy and positioning workshops designed to guide the client’s executive and business development team to refocus and recalibrate their value proposition to a discerning customer segment. This target customer segment highly valued the specialized expertise of digital on demand print services, and they represented a customer group at the premium end of the West Michigan market.\r\n\r\nBeyond the functional benefits associated with the specialized expertise their customer’s enjoyed, we learned that this customer segment valued a distinctive level of personalized service expressed through proactive problem solving innovation. The client’s reputation for creativity, innovation and ingenuity coupled with a vibrant, stress free customer experience was the source of differentiation and “oneliness” that enabled the client to build their new brand positioning around the idea of focusing on the customer’s marketing success, rather than simply delivering a print job.\r\n\r\nTo bring this positioning to life, we guided the client’s executive team through a rigorous naming process that mandated the new trade name be highly evocative supporting the client’s innovative approach to collaborating with their customer’s to create marketing success.\r\n\r\nBrightformat was the perfect name to embody the idea of illumination, innovation and vibrant customer experiences. We then designed the new corporate identity system that included a new logotype, symbol, color system and visual design standards for all marketing and communications. Examples of those executions are featured here.\r\n\r\n<a href=\"http://vimeo.com/48003840\"><img class=\"alignleft size-full wp-image-3068\" title=\"Brightformat Video\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/pete-and-mike.jpg\" width=\"250\" height=\"384\" /></a>\r\n\r\n<strong>The Outcome</strong>\r\nCheck out the <a href=\"http://vimeo.com/48003840\" target=\"_blank\">video</a> featuring Brightformat’s executive leadership announcing the name change with humor and grace. Here’s what Pete Houlihan, CEO of Brightformat, had to say about their engagement with PULL:\r\n\r\n<em>“From the very beginning of the workshops with PULL and through the implementation of our name and visual expression, PULL was thoughtful, collaborative, and was clearly committed to our success. Their experience, guidance, and creativity helped guide two very different shareholders toward a result that we simply could not be happier with. They didn’t tell us who we should be or where we should go–they guided us along a path that helped us discover that our direction and purpose had been there all along, we just needed the expertise to help us reveal it.”</em>\r\n\r\n<strong>Thank you Brightformat! We wish you great success and brighter days ahead.</strong>', 'Case Study: Brightformat Strategic Brand Development', '', 'inherit', 'open', 'open', '', '3530-revision-11', '', '', '2013-03-11 17:26:54', '2013-03-11 17:26:54', '', 3530, 'http://pullinc.berchman.net/3530-revision-11/', 0, 'revision', '', 0),
(3694, 2, '2013-03-08 23:27:07', '2013-03-08 23:27:07', '<span style=\"color: #808080\"><strong>Footwear and Apparel\r\nIcon Inc\r\nBrand Positioning / 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<h2><span style=\"color: #333333\"> </span></h2>\r\n&nbsp;\r\n\r\n&nbsp;\r\n<h1><span style=\"color: #808080\">This facial aesthetics marketer creates a new product brand for women consumers in the North American marketplace.</span></h1>\r\n<h2><span style=\"color: #808000\"> <img class=\"alignnone size-full wp-image-1070\" title=\"hydrelleface\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/hydrelleface3.jpg\" width=\"514\" height=\"216\" /></span></h2>\r\n<h2>Coapt 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 given trade name: Hydrelle.</h2>\r\n<span style=\"color: #333333\"><span style=\"color: #333333\">From 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. </span></span>\r\n\r\n<span style=\"color: #333333\"><span style=\"color: #333333\"><img class=\"alignnone size-full wp-image-1712\" title=\"hydrelleweb\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/hydrelleweb2.gif\" width=\"515\" height=\"419\" />\r\n</span></span>\r\n\r\n<strong> </strong>To 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\n<strong>Six 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.</strong>\r\n<h2><span style=\"color: #808080\">“PULL did an excellent job of guiding our marketing team through the strategic positioning and creative process of our recent Hydrelle product launch. PULL’s contributions were exceptional. More importantly, PULL delivered all the market launch communications on a very tight implementation schedule… and on-budget!”</span></h2>\r\n<strong>David Barella, Senior Vice President\r\nGlobal Marketing, Coapt Systems, Inc.</strong>', 'Case Story: Icon Footwear Brand Development', '', 'inherit', 'open', 'open', '', '236-revision-4', '', '', '2013-03-08 23:27:07', '2013-03-08 23:27:07', '', 236, 'http://pullinc.berchman.net/236-revision-4/', 0, 'revision', '', 0),
(3697, 2, '2013-03-11 17:38:16', '2013-03-11 17:38:16', '', 'iconweb', '', 'inherit', 'open', 'open', '', 'iconweb-2', '', '', '2013-03-11 17:38:16', '2013-03-11 17:38:16', '', 236, 'http://pullinc.berchman.net/wp-content/uploads/sites/5/2009/01/iconweb.jpg', 0, 'attachment', 'image/jpeg', 0),
(3698, 2, '2013-03-11 17:36:41', '2013-03-11 17:36:41', 'Consumer Products: Women\'s Apparel &amp; Accesssories\r\nIcon Footwear\r\nStrategic Brand Development\r\n<h1><span style=\"color: #808080\">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<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>\r\n\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<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', '', 'inherit', 'open', 'open', '', '236-revision-7', '', '', '2013-03-11 17:36:41', '2013-03-11 17:36:41', '', 236, 'http://pullinc.berchman.net/236-revision-7/', 0, 'revision', '', 0),
(3699, 2, '2013-03-11 17:41:55', '2013-03-11 17:41:55', 'Consumer Products: Women\'s Apparel &amp; Accesssories\r\nIcon Footwear\r\nStrategic Brand Development\r\n<h1><span style=\"color: #808080\">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&nbsp;\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', '', 'inherit', 'open', 'open', '', '236-revision-8', '', '', '2013-03-11 17:41:55', '2013-03-11 17:41:55', '', 236, 'http://pullinc.berchman.net/236-revision-8/', 0, 'revision', '', 0),
(3700, 2, '2013-03-08 23:24:22', '2013-03-08 23:24:22', '<h2>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</h2>\r\n<h3><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.</h3>\r\n<b>Sed ultricies adipiscing iaculis.</b>\r\n\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<h4>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</h4>\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.', 'Case Study: JamuLife Brand Development', '', 'inherit', 'open', 'open', '', '3592-revision-3', '', '', '2013-03-08 23:24:22', '2013-03-08 23:24:22', '', 3592, 'http://pullinc.berchman.net/3592-revision-3/', 0, 'revision', '', 0);
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(3701, 2, '2013-03-11 17:48:09', '2013-03-11 17:48:09', 'Consumer Packaged Goods\r\nJavaJamu LLC\r\nStrategic Brand Development and Design\r\n<h1><!-- p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: Times; }div.Section1 { page: Section1; } --> <span style=\"color: #808080\">We collaborated with this start-up marketer to create a new brand that reveals a 1000-year-old secret for health and beauty to consumers in the US and Canada.</span></h1>\r\n<h2><span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2222\" title=\"jamulife-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/jamulife-id.jpg\" width=\"515\" height=\"367\" /></span></h2>\r\nTwo successful 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. These products are known throughout Indonesia simply as “jamu”. With limited resources for marketing, they asked us to help them create a unique brand from scratch, and develop a compelling value proposition to specialty food and dietary supplement distributors in the US and Canada.\r\n\r\nLike most start-ups, the biggest challenge is always money for marketing. Add to that the competitive nature of the specialty health food retail channel, these creative entrepreneurs recognized they had one shot to build a brand story that was uniquely positioned and differentiated from a variety of competitive products. They were committed to building a strong brand right form the start!\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2169\" title=\"JamuPackaging\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/JamuPackaging1.jpg\" width=\"515\" height=\"351\" />\r\n<img class=\"alignnone size-full wp-image-2170\" title=\"Jamulife.catalog\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamulife.catalog1.jpg\" width=\"515\" height=\"243\" />\r\n\r\n&nbsp;\r\n\r\nAlways up for the challenge of creating a brand from scratch, we began by learned everything we could about the restorative powers of all the herbal formulas that comprise what is known as “jamu”. We learned that consumers who regularly shop in independent health food stores know a good deal about alternative remedies for health and well being, and they are open-minded when learning about new methods and products they believe will add value to their lives. We recommended that marketing and communications target this influential consumer segment.\r\n<h3>Jamu has a well-documented thousand-year tradition of enhancing a sense of well being. We crafted the value proposition and the brand positioning as “revealing this 1000 year-old secret for health and beauty” as a means to experience optimum health aligned to our busy lifestyles.</h3>\r\n<h2><img class=\"alignnone size-full wp-image-2213\" title=\"Jamu-theme-2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamu-theme-2.jpg\" width=\"515\" height=\"343\" /></h2>\r\n<h2><img class=\"alignnone size-full wp-image-2219\" title=\"Jamu-theme-3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamu-theme-3.jpg\" width=\"515\" height=\"345\" /></h2>\r\nWorking with the client partners, we developed the trade name, designed the brand identity, taglines, brand voice and trade dress for all retail packaging, point of sale displays, sales sheets for individual products, and brand guidelines for developing retail packaging and messaging for future line extensions in a variety of product categories. We identified likely opportunities for future brand growth such as energy food bars, energy drinks and skin care products. These concepts were developed and presented in a pitch document to support sales presentations to potential distributors who service independent retailers of these products.\r\n\r\n<strong>Business Outcome</strong>\r\n<strong> The company was successful securing distribution agreements enabling the launch of the first generation JamuLife dietary supplement product line to independent health food retailers in several major cities in the US. For our client, it marked the beginning of their business journey. For us, it\'s all in a day\'s work.</strong>', 'Case Study: JamuLife Brand Development', '', 'inherit', 'open', 'open', '', '3592-revision-4', '', '', '2013-03-11 17:48:09', '2013-03-11 17:48:09', '', 3592, 'http://pullinc.berchman.net/3592-revision-4/', 0, 'revision', '', 0),
(3702, 2, '2013-03-11 17:49:32', '2013-03-11 17:49:32', 'Consumer Packaged Goods\r\nJavaJamu LLC\r\nStrategic Brand Development and Design\r\n<h1><!-- p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: Times; }div.Section1 { page: Section1; } --> <span style=\"color: #b8860b\">We collaborated with this start-up marketer to create a new brand that reveals a 1000-year-old secret for health and beauty to consumers in the US and Canada.</span></h1>\r\n<h2><span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2222\" title=\"jamulife-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/jamulife-id.jpg\" width=\"515\" height=\"367\" /></span></h2>\r\nTwo successful 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. These products are known throughout Indonesia simply as “jamu”. With limited resources for marketing, they asked us to help them create a unique brand from scratch, and develop a compelling value proposition to specialty food and dietary supplement distributors in the US and Canada.\r\n\r\nLike most start-ups, the biggest challenge is always money for marketing. Add to that the competitive nature of the specialty health food retail channel, these creative entrepreneurs recognized they had one shot to build a brand story that was uniquely positioned and differentiated from a variety of competitive products. They were committed to building a strong brand right form the start!\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2169\" title=\"JamuPackaging\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/JamuPackaging1.jpg\" width=\"515\" height=\"351\" />\r\n<img class=\"alignnone size-full wp-image-2170\" title=\"Jamulife.catalog\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamulife.catalog1.jpg\" width=\"515\" height=\"243\" />\r\n\r\n&nbsp;\r\n\r\nAlways up for the challenge of creating a brand from scratch, we began by learned everything we could about the restorative powers of all the herbal formulas that comprise what is known as “jamu”. We learned that consumers who regularly shop in independent health food stores know a good deal about alternative remedies for health and well being, and they are open-minded when learning about new methods and products they believe will add value to their lives. We recommended that marketing and communications target this influential consumer segment.\r\n<h3>Jamu has a well-documented thousand-year tradition of enhancing a sense of well being. We crafted the value proposition and the brand positioning as “revealing this 1000 year-old secret for health and beauty” as a means to experience optimum health aligned to our busy lifestyles.</h3>\r\n<h2><img class=\"alignnone size-full wp-image-2213\" title=\"Jamu-theme-2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamu-theme-2.jpg\" width=\"515\" height=\"343\" /></h2>\r\n<h2><img class=\"alignnone size-full wp-image-2219\" title=\"Jamu-theme-3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamu-theme-3.jpg\" width=\"515\" height=\"345\" /></h2>\r\nWorking with the client partners, we developed the trade name, designed the brand identity, taglines, brand voice and trade dress for all retail packaging, point of sale displays, sales sheets for individual products, and brand guidelines for developing retail packaging and messaging for future line extensions in a variety of product categories. We identified likely opportunities for future brand growth such as energy food bars, energy drinks and skin care products. These concepts were developed and presented in a pitch document to support sales presentations to potential distributors who service independent retailers of these products.\r\n\r\n<strong>Business Outcome</strong>\r\n<strong> The company was successful securing distribution agreements enabling the launch of the first generation JamuLife dietary supplement product line to independent health food retailers in several major cities in the US. For our client, it marked the beginning of their business journey. For us, it\'s all in a day\'s work.</strong>', 'Case Study: JamuLife Brand Development', '', 'inherit', 'open', 'open', '', '3592-revision-5', '', '', '2013-03-11 17:49:32', '2013-03-11 17:49:32', '', 3592, 'http://pullinc.berchman.net/3592-revision-5/', 0, 'revision', '', 0),
(3703, 2, '2013-03-11 17:53:06', '2013-03-11 17:53:06', 'Consumer Packaged Goods\r\nJavaJamu LLC\r\nStrategic Brand Development and Design\r\n<h1><!-- p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: Times; }div.Section1 { page: Section1; } --> <span style=\"color: #b8860b\">We collaborated with this start-up marketer to create a new brand that reveals a 1000-year-old secret for health and beauty to consumers in the US and Canada.</span></h1>\r\n<h2><span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2222\" title=\"jamulife-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/jamulife-id.jpg\" width=\"515\" height=\"367\" /></span></h2>\r\nTwo successful 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. These products are known throughout Indonesia simply as “jamu”. With limited resources for marketing, they asked us to help them create a unique brand from scratch, and develop a compelling value proposition to specialty food and dietary supplement distributors in the US and Canada.\r\n\r\nLike most start-ups, the biggest challenge is always money for marketing. Add to that the competitive nature of the specialty health food retail channel, these creative entrepreneurs recognized they had one shot to build a brand story that was uniquely positioned and differentiated from a variety of competitive products. They were committed to building a strong brand right form the start!\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2169\" title=\"JamuPackaging\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/JamuPackaging1.jpg\" width=\"515\" height=\"351\" />\r\n<img class=\"alignnone size-full wp-image-2170\" title=\"Jamulife.catalog\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamulife.catalog1.jpg\" width=\"515\" height=\"243\" />\r\n\r\n&nbsp;\r\n\r\nAlways up for the challenge of creating a brand from scratch, we began by learned everything we could about the restorative powers of all the herbal formulas that comprise what is known as “jamu”. We learned that consumers who regularly shop in independent health food stores know a good deal about alternative remedies for health and well being, and they are open-minded when learning about new methods and products they believe will add value to their lives. We recommended that marketing and communications target this influential consumer segment.\r\n<h3>Jamu has a well-documented thousand-year tradition of enhancing a sense of well being. We crafted the value proposition and the brand positioning as “revealing this 1000 year-old secret for health and beauty” as a means to experience optimum health aligned to our busy lifestyles.</h3>\r\n<h2><img class=\"alignnone size-full wp-image-2213\" title=\"Jamu-theme-2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamu-theme-2.jpg\" width=\"515\" height=\"343\" /></h2>\r\n<h2><img class=\"alignnone size-full wp-image-2219\" title=\"Jamu-theme-3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamu-theme-3.jpg\" width=\"515\" height=\"345\" /></h2>\r\nWorking with the client partners, we developed the trade name, designed the brand identity, taglines, brand voice and trade dress for all retail packaging, point of sale displays, sales sheets for individual products, and brand guidelines for developing retail packaging and messaging for future line extensions in a variety of product categories. We identified likely opportunities for future brand growth such as energy food bars, energy drinks and skin care products. These concepts were developed and presented in a pitch document to support sales presentations to potential distributors who service independent retailers of these products.\r\n\r\n<strong>Business Outcome</strong>\r\n<strong> The company was successful securing distribution agreements enabling the launch of the first generation JamuLife dietary supplement product line to independent health food retailers in several major cities in the US. For our client, it marked the beginning of their business journey. For us, it\'s all in a day\'s work.</strong>', 'Case Study: JamuLife Brand Development', '', 'inherit', 'open', 'open', '', '3592-revision-6', '', '', '2013-03-11 17:53:06', '2013-03-11 17:53:06', '', 3592, 'http://pullinc.berchman.net/3592-revision-6/', 0, 'revision', '', 0),
(3704, 2, '2013-03-13 18:07:07', '2013-03-13 18:07:07', '<p>&nbsp;</p>\r\n<p><span style=\"color: #808080;\"><strong>Consumer Packaged Goods<br />\r\nLALA USA / LaCreme Master Brand<br />\r\nStrategic Brand Positioning</strong></span></p>\r\n<h1><span style=\"color: #b8860b;\">Facing the headwinds of a more fat and calorie conscious consumer, La Crème embraced a strategic brand positioning that promised consumers a rich and creamy experience.</span></h1>\r\n<h1><strong><img class=\"alignnone size-full wp-image-1822\" title=\"lacreme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/02/lacreme.jpg\" width=\"515\" height=\"300\" /></strong></h1>\r\n<p><strong>LALA USA, a leading marketer and distributor of dairy-based food products, had reorganized their brand portfolio to maximize their distribution strategy in grocery channels in North America. La Crème was one of several yogurt brands in the LALA portfolio that required a new definition and positioning as a result of new products being developed and marketed under the La Crème label. </strong></p>\r\n<p><strong>We were asked to provide strategic and creative guidance to develop a master brand strategy that extended the equities of the La Crème brand across the spectrum of new diary products under development.</strong></p>\r\n<p><strong>Brand Innovation</strong></p>\r\n<p>Facing the headwinds of a more fat and calorie conscious consumer, we discovered several important emotional drivers to purchase that really mattered to consumers when they thought of foods with real-dairy, rich and creamy attributes. The most important factor for consumers was their belief that “real-dairy” foods were more healthful, nutritious, of better quality, and tasted better. These consumers desire, and have a deep affinity for the richest experiences life has to offer. The trade name “La Crème” powerfully represented the premium, best-in-class associations this target consumer segment really cared about.</p>\r\n<h3>We defined the La Crème brand consumer segment as people who were passionate about rich, creamy foods and desserts that satisfy their discerning and selective taste. For those who crave the rich creamy goodness of real dairy cream in the foods and desserts they enjoy–there’s simply no substitute. Nothing else comes close, nothing else will do!</h3>\r\n<p>We developed several value proposition and positioning concepts for the brand that were rigorously tested with consumers. These were optimized to provide guidance and direction for future product developments and all consumer-facing marketing communications that would support those product introductions.</p>\r\n<p><img class=\"alignnone size-full wp-image-1861\" title=\"lacremeimage\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/02/lacremeimage.jpg\" width=\"515\" height=\"312\" /></p>\r\n<p>At each stage of the process, our method provided the pathway to create a compelling value proposition that was highly-valued and distinguished from other brands in the category.</p>\r\n<p><strong>Business Outcome<br />\r\nLALA was successful in introducing new La Crème branded yogurts, coffee creamers, and dessert products penetrating significant US distribution with major grocery retailers including all WalMart stores.</strong></p>\r\n<p><strong>This project was conducted in assocation with our strategic consumer research partner, Brand IQ.<br />\r\n</strong></p>\r\n', 'Case Study: LaCreme Master Brand Development', '', 'inherit', 'open', 'open', '', '3588-autosave', '', '', '2013-03-13 18:07:07', '2013-03-13 18:07:07', '', 3588, 'http://pullinc.berchman.net/3588-autosave/', 0, 'revision', '', 0),
(3705, 2, '2013-03-08 23:22:09', '2013-03-08 23:22:09', '<b>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</b>\r\n\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\r\n<b>Sed ultricies adipiscing iaculis.</b>\r\n\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<b>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</b>\r\n\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.', 'Case Study: LaCreme Master Brand Development', '', 'inherit', 'open', 'open', '', '3588-revision-3', '', '', '2013-03-08 23:22:09', '2013-03-08 23:22:09', '', 3588, 'http://pullinc.berchman.net/3588-revision-3/', 0, 'revision', '', 0),
(3706, 2, '2013-03-11 18:12:57', '2013-03-11 18:12:57', '<img class=\"alignnone size-full wp-image-1483\" title=\"sprigeologo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoID.final_.shadow-2.gif\" width=\"361\" height=\"319\" />\n<h2>Over the past weeks there has been a lot of media coverage on bullying at school. From elementary schools, highs school, even colleges–bullying has become a dominant issue in many people’s minds–sadly with devastating consequences. With the media coverage in full swing, we have been working quietly with a small team of dedicated people whose mission it is to eliminate bullying all together!  The tool they have created to accomplish this important mission is Sprigeo!\n<img class=\"size-full wp-image-1488 alignnone\" title=\"sprigeo poster\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/Sprigeo.bannerlorez1.gif\" width=\"515\" height=\"258\" /></h2>\nSprigeo is an online resource tool for middle school kids, their parents and school administrators to report and respond to incidents of bullying all across America. Srigeo is the brainchild of noted author, professor, education consultant and thought leader <a href=\"http://www.middleschoolyears.com/\" target=\"_blank\">Joe Bruzzese.</a> Joe is a leading authority on the middle school years. His consulting firm, Thinking Forward, works with kids, parents, middle school principals and administrators, to make middle school education an enriching experience for everyone. And if you’re a parent of a middle school age kid, you know how challenging those years can be. I remember vividly those delicate years when my own kids where in middle school. Bullying is a behavioral disease in our schools–particularly in middle school.\n\nWhen it came time to think hard about how best to position and build an identity around this innovative online reporting system, Joe and his team asked PULL for strategic and creative guidance.  We were eager to play a role in a project that will really make a difference for people!  It all started with a funny name.\n\n<strong>Sprigeo sure is a funny name.\n</strong>Joe and his team originally coined the name “sprigeo”.  In the beginning. they were not completely confident about this name and asked our advice. Naturally when you see a perfect solution before you, you don’t question the good fortune of an intriguing and memorable coined name like Sprigeo.  A larger organization with the money to spend would have focused-grouped this to death. We advised against wasting time and their money on that kind of research.<a href=\"/2010/10/sprigeoman2.gif\"><img class=\"alignleft size-full wp-image-1496\" title=\"sprigeoman\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoman2.gif\" width=\"250\" height=\"279\" /></a>\n\nWhat we were most fascinated with was how could we build a compelling meaning into this abstract name that would deeply resonate with the main audience–12 year old kids who would be courageous enough to anonymously report incidents of bullying at their school by using the Srigeo reporting website. The brand’s visual identity and core messaging you see displayed here is the result of our collaboration.\n<h1><span style=\"color: #808080\">Simple, quirky, non-threatening but serious, Sprigeo’s positioning of “be safe” became the mantra for designing the brand identity system. </span></h1>\nThe “sprigeo guy” was designed to be an important visual element for creating a safety character kids could relate to in ways that would enhance their belief that Sprigeo is a safe venue looking out for them. And in many cases, Sprigeo would be the only lifeline many kids would have to help them feel safer at school. With our client’s permission, we are delighted to introduce you to Sprigeo, and what we believe will have a profound and positive effect on shifting the behaviors of kids all across America, making school a much safer place for everyone.', 'Building a brand to stop bullying in school!', '', 'inherit', 'open', 'open', '', '1482-autosave', '', '', '2013-03-11 18:12:57', '2013-03-11 18:12:57', '', 1482, 'http://pullinc.berchman.net/1482-autosave/', 0, 'revision', '', 0),
(3707, 2, '2013-03-13 18:08:46', '2013-03-13 18:08:46', '<p><img class=\"alignnone size-full wp-image-1483\" title=\"sprigeologo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoID.final_.shadow-2.gif\" width=\"361\" height=\"319\" /></p>\r\n<h1><span style=\"color: #b8860b;\">Bullying has become a dominant issue in many people’s minds–sadly with devastating consequences. With the media coverage in full swing, we worked quietly with a small team of dedicated people whose mission it is to eliminate bullying all together! The tool they have created to accomplish this important mission is Sprigeo!</span> <img class=\"size-full wp-image-1488 alignnone\" title=\"sprigeo poster\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/Sprigeo.bannerlorez1.gif\" width=\"515\" height=\"258\" /></h1>\r\n<p>Sprigeo is an online resource tool for middle school kids, their parents and school administrators to report and respond to incidents of bullying all across America. Srigeo is the brainchild of noted author, professor, education consultant and thought leader <a href=\"http://www.middleschoolyears.com/\" target=\"_blank\">Joe Bruzzese.</a> Joe is a leading authority on the middle school years. His consulting firm, Thinking Forward, works with kids, parents, middle school principals and administrators, to make middle school education an enriching experience for everyone. And if you’re a parent of a middle school age kid, you know how challenging those years can be. I remember vividly those delicate years when my own kids where in middle school. Bullying is a behavioral disease in our schools–particularly in middle school.</p>\r\n<p>When it came time to think hard about how best to position and build an identity around this innovative online reporting system, Joe and his team asked PULL for strategic and creative guidance. We were eager to play a role in a project that will really make a difference for people! It all started with a funny name.</p>\r\n<p><strong>Sprigeo sure is a funny name.<br />\r\n</strong>Joe and his team originally coined the name “sprigeo”. In the beginning. they were not completely confident about this name and asked our advice. Naturally when you see a perfect solution before you, you don’t question the good fortune of an intriguing and memorable coined name like Sprigeo. A larger organization with the money to spend would have focused-grouped this to death. We advised against wasting time and their money on that kind of research.</p>\r\n<p>What we were most fascinated with was how could we build a compelling meaning into this abstract name that would deeply resonate with the main audience–12 year old kids who would be courageous enough to anonymously report incidents of bullying at their school by using the Srigeo reporting website. The brand’s visual identity and core messaging you see displayed here is the result of our collaboration.</p>\r\n<h1><span style=\"color: #808080;\">Simple, quirky, non-threatening but serious, Sprigeo’s positioning of “be safe” became the mantra for designing the brand identity system. </span></h1>\r\n<p>The “sprigeo guy” was designed to be an important visual element for creating a safety character kids could relate to in ways that would enhance their belief that Sprigeo is a safe venue looking out for them. And in many cases, Sprigeo would be the only lifeline many kids would have to help them feel safer at school. With our client’s permission, we are delighted to introduce you to Sprigeo, and what we believe will have a profound and positive effect on shifting the behaviors of kids all across America, making school a much safer place for everyone.</p>\r\n', 'Case Study: Sprigeo Brand Development', '', 'inherit', 'open', 'open', '', '3590-autosave', '', '', '2013-03-13 18:08:46', '2013-03-13 18:08:46', '', 3590, 'http://pullinc.berchman.net/3590-autosave/', 0, 'revision', '', 0),
(3708, 2, '2013-03-08 23:23:14', '2013-03-08 23:23:14', '<h2>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</h2>\r\n<b></b><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\r\n<b>Sed ultricies adipiscing iaculis.</b>\r\n\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<b>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</b>\r\n\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.', 'Case Study: Sprigeo Brand Development', '', 'inherit', 'open', 'open', '', '3590-revision-3', '', '', '2013-03-08 23:23:14', '2013-03-08 23:23:14', '', 3590, 'http://pullinc.berchman.net/3590-revision-3/', 0, 'revision', '', 0),
(3711, 2, '2013-03-11 18:18:38', '2013-03-11 18:18:38', '<img class=\"alignnone size-full wp-image-1483\" title=\"sprigeologo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoID.final_.shadow-2.gif\" width=\"361\" height=\"319\" />\r\n<h1>Bullying has become a dominant issue in many people’s minds–sadly with devastating consequences. With the media coverage in full swing, we worked quietly with a small team of dedicated people whose mission it is to eliminate bullying all together! The tool they have created to accomplish this important mission is Sprigeo! <img class=\"size-full wp-image-1488 alignnone\" title=\"sprigeo poster\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/Sprigeo.bannerlorez1.gif\" width=\"515\" height=\"258\" /></h1>\r\nSprigeo is an online resource tool for middle school kids, their parents and school administrators to report and respond to incidents of bullying all across America. Srigeo is the brainchild of noted author, professor, education consultant and thought leader <a href=\"http://www.middleschoolyears.com/\" target=\"_blank\">Joe Bruzzese.</a> Joe is a leading authority on the middle school years. His consulting firm, Thinking Forward, works with kids, parents, middle school principals and administrators, to make middle school education an enriching experience for everyone. And if you’re a parent of a middle school age kid, you know how challenging those years can be. I remember vividly those delicate years when my own kids where in middle school. Bullying is a behavioral disease in our schools–particularly in middle school.\r\n\r\nWhen it came time to think hard about how best to position and build an identity around this innovative online reporting system, Joe and his team asked PULL for strategic and creative guidance. We were eager to play a role in a project that will really make a difference for people! It all started with a funny name.\r\n\r\n<strong>Sprigeo sure is a funny name.\r\n</strong>Joe and his team originally coined the name “sprigeo”. In the beginning. they were not completely confident about this name and asked our advice. Naturally when you see a perfect solution before you, you don’t question the good fortune of an intriguing and memorable coined name like Sprigeo. A larger organization with the money to spend would have focused-grouped this to death. We advised against wasting time and their money on that kind of research.\r\n\r\nWhat we were most fascinated with was how could we build a compelling meaning into this abstract name that would deeply resonate with the main audience–12 year old kids who would be courageous enough to anonymously report incidents of bullying at their school by using the Srigeo reporting website. The brand’s visual identity and core messaging you see displayed here is the result of our collaboration.\r\n<h1><span style=\"color: #808080\">Simple, quirky, non-threatening but serious, Sprigeo’s positioning of “be safe” became the mantra for designing the brand identity system. </span></h1>\r\nThe “sprigeo guy” was designed to be an important visual element for creating a safety character kids could relate to in ways that would enhance their belief that Sprigeo is a safe venue looking out for them. And in many cases, Sprigeo would be the only lifeline many kids would have to help them feel safer at school. With our client’s permission, we are delighted to introduce you to Sprigeo, and what we believe will have a profound and positive effect on shifting the behaviors of kids all across America, making school a much safer place for everyone.', 'Case Study: Sprigeo Brand Development', '', 'inherit', 'open', 'open', '', '3590-revision-6', '', '', '2013-03-11 18:18:38', '2013-03-11 18:18:38', '', 3590, 'http://pullinc.berchman.net/3590-revision-6/', 0, 'revision', '', 0),
(3709, 2, '2013-03-11 18:15:41', '2013-03-11 18:15:41', '<img class=\"alignnone size-full wp-image-1483\" title=\"sprigeologo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoID.final_.shadow-2.gif\" width=\"361\" height=\"319\" />\r\n<h1>Bullying has become a dominant issue in many people’s minds–sadly with devastating consequences. With the media coverage in full swing, we worked quietly with a small team of dedicated people whose mission it is to eliminate bullying all together! The tool they have created to accomplish this important mission is Sprigeo! <img class=\"size-full wp-image-1488 alignnone\" title=\"sprigeo poster\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/Sprigeo.bannerlorez1.gif\" width=\"515\" height=\"258\" /></h1>\r\nSprigeo is an online resource tool for middle school kids, their parents and school administrators to report and respond to incidents of bullying all across America. Srigeo is the brainchild of noted author, professor, education consultant and thought leader <a href=\"http://www.middleschoolyears.com/\" target=\"_blank\">Joe Bruzzese.</a> Joe is a leading authority on the middle school years. His consulting firm, Thinking Forward, works with kids, parents, middle school principals and administrators, to make middle school education an enriching experience for everyone. And if you’re a parent of a middle school age kid, you know how challenging those years can be. I remember vividly those delicate years when my own kids where in middle school. Bullying is a behavioral disease in our schools–particularly in middle school.\r\n\r\nWhen it came time to think hard about how best to position and build an identity around this innovative online reporting system, Joe and his team asked PULL for strategic and creative guidance. We were eager to play a role in a project that will really make a difference for people! It all started with a funny name.\r\n\r\n<strong>Sprigeo sure is a funny name.\r\n</strong>Joe and his team originally coined the name “sprigeo”. In the beginning. they were not completely confident about this name and asked our advice. Naturally when you see a perfect solution before you, you don’t question the good fortune of an intriguing and memorable coined name like Sprigeo. A larger organization with the money to spend would have focused-grouped this to death. We advised against wasting time and their money on that kind of research.<a href=\"/2010/10/sprigeoman2.gif\"><img class=\"alignleft size-full wp-image-1496\" title=\"sprigeoman\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoman2.gif\" width=\"250\" height=\"279\" /></a>\r\n\r\nWhat we were most fascinated with was how could we build a compelling meaning into this abstract name that would deeply resonate with the main audience–12 year old kids who would be courageous enough to anonymously report incidents of bullying at their school by using the Srigeo reporting website. The brand’s visual identity and core messaging you see displayed here is the result of our collaboration.\r\n<h1><span style=\"color: #808080\">Simple, quirky, non-threatening but serious, Sprigeo’s positioning of “be safe” became the mantra for designing the brand identity system. </span></h1>\r\nThe “sprigeo guy” was designed to be an important visual element for creating a safety character kids could relate to in ways that would enhance their belief that Sprigeo is a safe venue looking out for them. And in many cases, Sprigeo would be the only lifeline many kids would have to help them feel safer at school. With our client’s permission, we are delighted to introduce you to Sprigeo, and what we believe will have a profound and positive effect on shifting the behaviors of kids all across America, making school a much safer place for everyone.', 'Case Study: Sprigeo Brand Development', '', 'inherit', 'open', 'open', '', '3590-revision-4', '', '', '2013-03-11 18:15:41', '2013-03-11 18:15:41', '', 3590, 'http://pullinc.berchman.net/3590-revision-4/', 0, 'revision', '', 0),
(3710, 2, '2013-03-11 18:17:10', '2013-03-11 18:17:10', '<img class=\"alignnone size-full wp-image-1483\" title=\"sprigeologo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoID.final_.shadow-2.gif\" width=\"361\" height=\"319\" />\r\n<h1>Bullying has become a dominant issue in many people’s minds–sadly with devastating consequences. With the media coverage in full swing, we worked quietly with a small team of dedicated people whose mission it is to eliminate bullying all together! The tool they have created to accomplish this important mission is Sprigeo! <img class=\"size-full wp-image-1488 alignnone\" title=\"sprigeo poster\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/Sprigeo.bannerlorez1.gif\" width=\"515\" height=\"258\" /></h1>\r\nSprigeo is an online resource tool for middle school kids, their parents and school administrators to report and respond to incidents of bullying all across America. Srigeo is the brainchild of noted author, professor, education consultant and thought leader <a href=\"http://www.middleschoolyears.com/\" target=\"_blank\">Joe Bruzzese.</a> Joe is a leading authority on the middle school years. His consulting firm, Thinking Forward, works with kids, parents, middle school principals and administrators, to make middle school education an enriching experience for everyone. And if you’re a parent of a middle school age kid, you know how challenging those years can be. I remember vividly those delicate years when my own kids where in middle school. Bullying is a behavioral disease in our schools–particularly in middle school.\r\n\r\nWhen it came time to think hard about how best to position and build an identity around this innovative online reporting system, Joe and his team asked PULL for strategic and creative guidance. We were eager to play a role in a project that will really make a difference for people! It all started with a funny name.\r\n\r\n<strong>Sprigeo sure is a funny name.\r\n</strong>Joe and his team originally coined the name “sprigeo”. In the beginning. they were not completely confident about this name and asked our advice. Naturally when you see a perfect solution before you, you don’t question the good fortune of an intriguing and memorable coined name like Sprigeo. A larger organization with the money to spend would have focused-grouped this to death. We advised against wasting time and their money on that kind of research.<a href=\"/2010/10/sprigeoman2.gif\"><img class=\"alignleft  wp-image-1496\" title=\"sprigeoman\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoman2.gif\" width=\"225\" height=\"251\" /></a>\r\n\r\nWhat we were most fascinated with was how could we build a compelling meaning into this abstract name that would deeply resonate with the main audience–12 year old kids who would be courageous enough to anonymously report incidents of bullying at their school by using the Srigeo reporting website. The brand’s visual identity and core messaging you see displayed here is the result of our collaboration.\r\n<h1><span style=\"color: #808080\">Simple, quirky, non-threatening but serious, Sprigeo’s positioning of “be safe” became the mantra for designing the brand identity system. </span></h1>\r\nThe “sprigeo guy” was designed to be an important visual element for creating a safety character kids could relate to in ways that would enhance their belief that Sprigeo is a safe venue looking out for them. And in many cases, Sprigeo would be the only lifeline many kids would have to help them feel safer at school. With our client’s permission, we are delighted to introduce you to Sprigeo, and what we believe will have a profound and positive effect on shifting the behaviors of kids all across America, making school a much safer place for everyone.', 'Case Study: Sprigeo Brand Development', '', 'inherit', 'open', 'open', '', '3590-revision-5', '', '', '2013-03-11 18:17:10', '2013-03-11 18:17:10', '', 3590, 'http://pullinc.berchman.net/3590-revision-5/', 0, 'revision', '', 0),
(3712, 2, '2013-03-11 18:19:39', '2013-03-11 18:19:39', '<img class=\"alignnone size-full wp-image-1483\" title=\"sprigeologo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoID.final_.shadow-2.gif\" width=\"361\" height=\"319\" />\r\n<h1><span style=\"color: #b8860b\">Bullying has become a dominant issue in many people’s minds–sadly with devastating consequences. With the media coverage in full swing, we worked quietly with a small team of dedicated people whose mission it is to eliminate bullying all together! The tool they have created to accomplish this important mission is Sprigeo!</span> <img class=\"size-full wp-image-1488 alignnone\" title=\"sprigeo poster\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/Sprigeo.bannerlorez1.gif\" width=\"515\" height=\"258\" /></h1>\r\nSprigeo is an online resource tool for middle school kids, their parents and school administrators to report and respond to incidents of bullying all across America. Srigeo is the brainchild of noted author, professor, education consultant and thought leader <a href=\"http://www.middleschoolyears.com/\" target=\"_blank\">Joe Bruzzese.</a> Joe is a leading authority on the middle school years. His consulting firm, Thinking Forward, works with kids, parents, middle school principals and administrators, to make middle school education an enriching experience for everyone. And if you’re a parent of a middle school age kid, you know how challenging those years can be. I remember vividly those delicate years when my own kids where in middle school. Bullying is a behavioral disease in our schools–particularly in middle school.\r\n\r\nWhen it came time to think hard about how best to position and build an identity around this innovative online reporting system, Joe and his team asked PULL for strategic and creative guidance. We were eager to play a role in a project that will really make a difference for people! It all started with a funny name.\r\n\r\n<strong>Sprigeo sure is a funny name.\r\n</strong>Joe and his team originally coined the name “sprigeo”. In the beginning. they were not completely confident about this name and asked our advice. Naturally when you see a perfect solution before you, you don’t question the good fortune of an intriguing and memorable coined name like Sprigeo. A larger organization with the money to spend would have focused-grouped this to death. We advised against wasting time and their money on that kind of research.\r\n\r\nWhat we were most fascinated with was how could we build a compelling meaning into this abstract name that would deeply resonate with the main audience–12 year old kids who would be courageous enough to anonymously report incidents of bullying at their school by using the Srigeo reporting website. The brand’s visual identity and core messaging you see displayed here is the result of our collaboration.\r\n<h1><span style=\"color: #808080\">Simple, quirky, non-threatening but serious, Sprigeo’s positioning of “be safe” became the mantra for designing the brand identity system. </span></h1>\r\nThe “sprigeo guy” was designed to be an important visual element for creating a safety character kids could relate to in ways that would enhance their belief that Sprigeo is a safe venue looking out for them. And in many cases, Sprigeo would be the only lifeline many kids would have to help them feel safer at school. With our client’s permission, we are delighted to introduce you to Sprigeo, and what we believe will have a profound and positive effect on shifting the behaviors of kids all across America, making school a much safer place for everyone.', 'Case Study: Sprigeo Brand Development', '', 'inherit', 'open', 'open', '', '3590-revision-7', '', '', '2013-03-11 18:19:39', '2013-03-11 18:19:39', '', 3590, 'http://pullinc.berchman.net/3590-revision-7/', 0, 'revision', '', 0);
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(3713, 2, '2013-03-13 18:05:04', '2013-03-13 18:05:04', '&nbsp;\r\n\r\n<span style=\"color: #808000;\"><span style=\"color: #333333;\"><span style=\"color: #808080;\"><strong>Travel and Tourism Publishing\r\nAffinity Group, Inc\r\nWoodall\'s North American Campground Directories\r\nProduct Brand Positioning / Brand Communications</strong></span></span></span>\r\n<h1><span style=\"color: #b8860b;\">The leading publisher of RV travel and family campground directories elevates its brand positioning and expression to celebrate its 75th Anniversary.</span></h1>\r\n<span style=\"color: #808000;\"><img class=\"alignnone size-full wp-image-2025\" title=\"woodalls theme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodallstheme.jpg\" width=\"515\" height=\"350\" />\r\n</span>\r\n\r\nAffinity Group is a leading publisher of recreational outdoor enthusiast magazines. Its hallmark brand is Woodall’s, North America’s best known publisher of RV and Family Camping travel directories in print and online.\r\n\r\nIn celebration of its 75th Anniversary, and as a response to a turbulent consumer economy, shifting demographics and the higher cost of fuel, Woodall’s marketing team asked PULL to reposition the brand to an important and under-served advertiser segment– travel and tourism associations across the US and Canada.\r\n<h3>What began as a conversation about direct marketing to this advertiser segment, evolved into a deeper process of re-thinking the Woodall’s brand positioning and value proposition to users and advertisers alike.</h3>\r\nWoodall’s Campground Directories are a highly dependable and accurate resource for people who are passionate about the RV lifestyle. The brand positioning “Everywhere RVers go” proclaimed Woodall\'s leadership position with RVer\'s.  We then crafted a refreshed brand voice and messaging platform based on this core competitive advantage–Woodall’s is the most widely used and trusted travel planning resource for RVer’s and family campers all across North America. Advertisers know RVer\'s really care about what Woodall\'s provides them.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2030\" title=\"woodalls brand\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls-brand2.jpg\" width=\"515\" height=\"331\" /><img class=\"alignnone size-full wp-image-2038\" title=\"woodalls75th\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls75th2.jpg\" width=\"515\" height=\"355\" /><img class=\"alignnone size-full wp-image-2036\" title=\"woodemail1\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodemail11.jpg\" width=\"515\" height=\"255\" />\r\n\r\n<img class=\"alignnone size-full wp-image-1720\" title=\"woodalls.biz.RVlife.3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls.biz_.RVlife.3.jpg\" width=\"515\" height=\"324\" />\r\n\r\n<strong> </strong>We provided creative direction and development for a comprehensive marketing communication program that included trade show communications, exhibit display, print advertising, sales literature, email marketing, and an online media planning website for all of Woodall\'s publications in print and online<strong>.</strong>\r\n\r\n<strong>Business Outcome</strong>\r\n<strong> In 2009, all the major competitors were experiencing double-digit drops in advertising revenue. Woodall\'s, on the other hand, experienced only modest reduction it\'s revenue projections, and is now in a stronger position to take advantage of a rebounding economy.</strong>', 'Case Study: Woodall\'s Brand Positioning', '', 'inherit', 'open', 'open', '', '238-autosave', '', '', '2013-03-13 18:05:04', '2013-03-13 18:05:04', '', 238, 'http://pullinc.berchman.net/238-autosave/', 0, 'revision', '', 0),
(3714, 2, '2013-03-08 23:15:51', '2013-03-08 23:15:51', '<span style=\"color: #808000\"><span style=\"color: #333333\"><span style=\"color: #808080\"><strong>Travel and Tourism Publishing\r\nAffinity Group, Inc\r\nWoodall\'s North American Campground Directories\r\nProduct Brand Positioning / Brand Communications</strong></span></span></span>\r\n<h1><span style=\"color: #808080\">The leading publisher of RV travel and family campground directories elevates its brand positioning and expression to celebrate its 75th Anniversary.</span></h1>\r\n<span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2025\" title=\"woodalls theme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodallstheme.jpg\" width=\"515\" height=\"350\" />\r\n</span>\r\n\r\nAffinity Group is a leading publisher of recreational outdoor enthusiast magazines. Its hallmark brand is Woodall’s, North America’s best known publisher of RV and Family Camping travel directories in print and online.\r\n\r\nIn celebration of its 75th Anniversary, and as a response to a turbulent consumer economy, shifting demographics and the higher cost of fuel, Woodall’s marketing team asked PULL to reposition the brand to an important and under-served advertiser segment– travel and tourism associations across the US and Canada.\r\n\r\nWhat began as a conversation about direct marketing to this advertiser segment, evolved into a deeper process of re-thinking the Woodall’s brand positioning and value proposition to users and advertisers alike. Woodall’s Campground Directories are a highly dependable and accurate resource for people who are passionate about the RV lifestyle.\r\n\r\nThe brand positioning “Everywhere RVers go” proclaimed Woodall\'s leadership position with RVer\'s.  We then crafted a refreshed brand voice and messaging platform based on this core competitive advantage–Woodall’s is the most widely used and trusted travel planning resource for RVer’s and family campers all across North America. Advertisers know RVer\'s really care about what Woodall\'s provides them.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2030\" title=\"woodalls brand\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls-brand2.jpg\" width=\"515\" height=\"331\" /><img class=\"alignnone size-full wp-image-2038\" title=\"woodalls75th\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls75th2.jpg\" width=\"515\" height=\"355\" /><img class=\"alignnone size-full wp-image-2036\" title=\"woodemail1\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodemail11.jpg\" width=\"515\" height=\"255\" />\r\n\r\n<img class=\"alignnone size-full wp-image-1720\" title=\"woodalls.biz.RVlife.3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls.biz_.RVlife.3.jpg\" width=\"515\" height=\"324\" />\r\n\r\n<strong> </strong><strong>We provided creative direction and development for a comprehensive marketing communication program that included trade show communications, exhibit display, print advertising, sales literature, email marketing, and an online media planning website for all of Woodall\'s publications in print and online.</strong>\r\n\r\n<strong>Business Outcome\r\nIn 2009, all the major competitors were experiencing double-digit drops in advertising revenue. Woodall\'s, on the other hand, experienced only modest reduction it\'s revenue projections, and is now in a stronger position to take advantage of a rebounding economy.</strong>', 'Case Study: Woodall\'s Brand Positioning', '', 'inherit', 'open', 'open', '', '238-revision-5', '', '', '2013-03-08 23:15:51', '2013-03-08 23:15:51', '', 238, 'http://pullinc.berchman.net/238-revision-5/', 0, 'revision', '', 0),
(3715, 2, '2013-03-11 18:26:50', '2013-03-11 18:26:50', '<span style=\"color: #808000\"><span style=\"color: #333333\"><span style=\"color: #808080\"><strong>Travel and Tourism Publishing\r\nAffinity Group, Inc\r\nWoodall\'s North American Campground Directories\r\nProduct Brand Positioning / Brand Communications</strong></span></span></span>\r\n<h1><span style=\"color: #808080\">The leading publisher of RV travel and family campground directories elevates its brand positioning and expression to celebrate its 75th Anniversary.</span></h1>\r\n<span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2025\" title=\"woodalls theme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodallstheme.jpg\" width=\"515\" height=\"350\" />\r\n</span>\r\n\r\nAffinity Group is a leading publisher of recreational outdoor enthusiast magazines. Its hallmark brand is Woodall’s, North America’s best known publisher of RV and Family Camping travel directories in print and online.\r\n\r\nIn celebration of its 75th Anniversary, and as a response to a turbulent consumer economy, shifting demographics and the higher cost of fuel, Woodall’s marketing team asked PULL to reposition the brand to an important and under-served advertiser segment– travel and tourism associations across the US and Canada.\r\n\r\nWhat began as a conversation about direct marketing to this advertiser segment, evolved into a deeper process of re-thinking the Woodall’s brand positioning and value proposition to users and advertisers alike. Woodall’s Campground Directories are a highly dependable and accurate resource for people who are passionate about the RV lifestyle.\r\n\r\nThe brand positioning “Everywhere RVers go” proclaimed Woodall\'s leadership position with RVer\'s.  We then crafted a refreshed brand voice and messaging platform based on this core competitive advantage–Woodall’s is the most widely used and trusted travel planning resource for RVer’s and family campers all across North America. Advertisers know RVer\'s really care about what Woodall\'s provides them.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2030\" title=\"woodalls brand\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls-brand2.jpg\" width=\"515\" height=\"331\" /><img class=\"alignnone size-full wp-image-2038\" title=\"woodalls75th\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls75th2.jpg\" width=\"515\" height=\"355\" /><img class=\"alignnone size-full wp-image-2036\" title=\"woodemail1\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodemail11.jpg\" width=\"515\" height=\"255\" />\r\n\r\n<img class=\"alignnone size-full wp-image-1720\" title=\"woodalls.biz.RVlife.3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls.biz_.RVlife.3.jpg\" width=\"515\" height=\"324\" />\r\n\r\n<strong> </strong><strong>We provided creative direction and development for a comprehensive marketing communication program that included trade show communications, exhibit display, print advertising, sales literature, email marketing, and an online media planning website for all of Woodall\'s publications in print and online.</strong>\r\n\r\n<strong>Business Outcome\r\nIn 2009, all the major competitors were experiencing double-digit drops in advertising revenue. Woodall\'s, on the other hand, experienced only modest reduction it\'s revenue projections, and is now in a stronger position to take advantage of a rebounding economy.</strong>', 'Case Study: Woodall\'s Brand Positioning', '', 'inherit', 'open', 'open', '', '238-revision-6', '', '', '2013-03-11 18:26:50', '2013-03-11 18:26:50', '', 238, 'http://pullinc.berchman.net/238-revision-6/', 0, 'revision', '', 0),
(3716, 2, '2013-03-11 18:28:42', '2013-03-11 18:28:42', '<span style=\"color: #808000\"><span style=\"color: #333333\"><span style=\"color: #808080\"><strong>Travel and Tourism Publishing\r\nAffinity Group, Inc\r\nWoodall\'s North American Campground Directories\r\nProduct Brand Positioning / Brand Communications</strong></span></span></span>\r\n<h1><span style=\"color: #808080\">The leading publisher of RV travel and family campground directories elevates its brand positioning and expression to celebrate its 75th Anniversary.</span></h1>\r\n<span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2025\" title=\"woodalls theme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodallstheme.jpg\" width=\"515\" height=\"350\" />\r\n</span>\r\n\r\nAffinity Group is a leading publisher of recreational outdoor enthusiast magazines. Its hallmark brand is Woodall’s, North America’s best known publisher of RV and Family Camping travel directories in print and online.\r\n\r\nIn celebration of its 75th Anniversary, and as a response to a turbulent consumer economy, shifting demographics and the higher cost of fuel, Woodall’s marketing team asked PULL to reposition the brand to an important and under-served advertiser segment– travel and tourism associations across the US and Canada.\r\n<h3>What began as a conversation about direct marketing to this advertiser segment, evolved into a deeper process of re-thinking the Woodall’s brand positioning and value proposition to users and advertisers alike.</h3>\r\nWoodall’s Campground Directories are a highly dependable and accurate resource for people who are passionate about the RV lifestyle. The brand positioning “Everywhere RVers go” proclaimed Woodall\'s leadership position with RVer\'s.  We then crafted a refreshed brand voice and messaging platform based on this core competitive advantage–Woodall’s is the most widely used and trusted travel planning resource for RVer’s and family campers all across North America. Advertisers know RVer\'s really care about what Woodall\'s provides them.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2030\" title=\"woodalls brand\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls-brand2.jpg\" width=\"515\" height=\"331\" /><img class=\"alignnone size-full wp-image-2038\" title=\"woodalls75th\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls75th2.jpg\" width=\"515\" height=\"355\" /><img class=\"alignnone size-full wp-image-2036\" title=\"woodemail1\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodemail11.jpg\" width=\"515\" height=\"255\" />\r\n\r\n<img class=\"alignnone size-full wp-image-1720\" title=\"woodalls.biz.RVlife.3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls.biz_.RVlife.3.jpg\" width=\"515\" height=\"324\" />\r\n\r\n<strong> </strong>We provided creative direction and development for a comprehensive marketing communication program that included trade show communications, exhibit display, print advertising, sales literature, email marketing, and an online media planning website for all of Woodall\'s publications in print and online<strong>.</strong>\r\n\r\n<strong>Business Outcome</strong>\r\n<strong> In 2009, all the major competitors were experiencing double-digit drops in advertising revenue. Woodall\'s, on the other hand, experienced only modest reduction it\'s revenue projections, and is now in a stronger position to take advantage of a rebounding economy.</strong>', 'Case Study: Woodall\'s Brand Positioning', '', 'inherit', 'open', 'open', '', '238-revision-7', '', '', '2013-03-11 18:28:42', '2013-03-11 18:28:42', '', 238, 'http://pullinc.berchman.net/238-revision-7/', 0, 'revision', '', 0),
(3717, 2, '2013-03-11 18:29:48', '2013-03-11 18:29:48', '<span style=\"color: #808000\"><span style=\"color: #333333\"><span style=\"color: #808080\"><strong>Travel and Tourism Publishing\r\nAffinity Group, Inc\r\nWoodall\'s North American Campground Directories\r\nProduct Brand Positioning / Brand Communications</strong></span></span></span>\r\n<h1><span style=\"color: #808080\">The leading publisher of RV travel and family campground directories elevates its brand positioning and expression to celebrate its 75th Anniversary.</span></h1>\r\n<span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2025\" title=\"woodalls theme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodallstheme.jpg\" width=\"515\" height=\"350\" />\r\n</span>\r\n\r\nAffinity Group is a leading publisher of recreational outdoor enthusiast magazines. Its hallmark brand is Woodall’s, North America’s best known publisher of RV and Family Camping travel directories in print and online.\r\n\r\nIn celebration of its 75th Anniversary, and as a response to a turbulent consumer economy, shifting demographics and the higher cost of fuel, Woodall’s marketing team asked PULL to reposition the brand to an important and under-served advertiser segment– travel and tourism associations across the US and Canada.\r\n<h3>What began as a conversation about direct marketing to this advertiser segment, evolved into a deeper process of re-thinking the Woodall’s brand positioning and value proposition to users and advertisers alike.</h3>\r\nWoodall’s Campground Directories are a highly dependable and accurate resource for people who are passionate about the RV lifestyle. The brand positioning “Everywhere RVers go” proclaimed Woodall\'s leadership position with RVer\'s.  We then crafted a refreshed brand voice and messaging platform based on this core competitive advantage–Woodall’s is the most widely used and trusted travel planning resource for RVer’s and family campers all across North America. Advertisers know RVer\'s really care about what Woodall\'s provides them.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2030\" title=\"woodalls brand\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls-brand2.jpg\" width=\"515\" height=\"331\" /><img class=\"alignnone size-full wp-image-2038\" title=\"woodalls75th\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls75th2.jpg\" width=\"515\" height=\"355\" /><img class=\"alignnone size-full wp-image-2036\" title=\"woodemail1\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodemail11.jpg\" width=\"515\" height=\"255\" />\r\n\r\n<img class=\"alignnone size-full wp-image-1720\" title=\"woodalls.biz.RVlife.3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls.biz_.RVlife.3.jpg\" width=\"515\" height=\"324\" />\r\n\r\n<strong> </strong>We provided creative direction and development for a comprehensive marketing communication program that included trade show communications, exhibit display, print advertising, sales literature, email marketing, and an online media planning website for all of Woodall\'s publications in print and online<strong>.</strong>\r\n\r\n<strong>Business Outcome</strong>\r\n<strong> In 2009, all the major competitors were experiencing double-digit drops in advertising revenue. Woodall\'s, on the other hand, experienced only modest reduction it\'s revenue projections, and is now in a stronger position to take advantage of a rebounding economy.</strong>', 'Case Study: Woodall\'s Brand Positioning', '', 'inherit', 'open', 'open', '', '238-revision-8', '', '', '2013-03-11 18:29:48', '2013-03-11 18:29:48', '', 238, 'http://pullinc.berchman.net/238-revision-8/', 0, 'revision', '', 0),
(3728, 1, '2013-03-11 16:30:17', '2013-03-11 16:30:17', '<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: #808080\">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 size-full wp-image-1088\" title=\"bloom-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloom-id3.gif\" width=\"515\" height=\"356\" /></span>\r\n\r\n<span style=\"color: #333333\"><img class=\"alignnone size-full wp-image-1061\" title=\"bloominterior\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloominterior.jpg\" width=\"515\" height=\"353\" /></span>\r\n\r\n<span style=\"color: #333333\"><img class=\"alignnone size-full wp-image-1062\" title=\"bloomstyleguide\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomstyleguide1.jpg\" width=\"515\" height=\"238\" /></span>\r\n\r\n<span style=\"color: #333333\"><img class=\"alignnone size-full wp-image-1063\" title=\"bloomcheckout\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/bloomcheckout.jpg\" width=\"515\" height=\"323\" />\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-revision-4', '', '', '2013-03-11 16:30:17', '2013-03-11 16:30:17', '', 113, 'http://berchman.net/pullinc/113-revision-4/', 0, 'revision', '', 0),
(3729, 1, '2013-03-12 18:08:56', '2013-03-12 18:08:56', '<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: #808080;\">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-revision-5', '', '', '2013-03-12 18:08:56', '2013-03-12 18:08:56', '', 113, 'http://berchman.net/pullinc/113-revision-5/', 0, 'revision', '', 0),
(3730, 1, '2013-03-11 17:42:51', '2013-03-11 17:42:51', 'Consumer Products: Women\'s Apparel &amp; Accesssories\r\nIcon Footwear\r\nStrategic Brand Development\r\n<h1><span style=\"color: #808080\">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', '', 'inherit', 'open', 'open', '', '236-revision-9', '', '', '2013-03-11 17:42:51', '2013-03-11 17:42:51', '', 236, 'http://berchman.net/pullinc/236-revision-9/', 0, 'revision', '', 0),
(3731, 1, '2013-03-12 18:12:19', '2013-03-12 18:12:19', 'Consumer Products: Women\'s Apparel &amp; Accesssories\r\nIcon Footwear\r\nStrategic Brand Development\r\n<h1><span style=\"color: #808080\">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', '', 'inherit', 'open', 'open', '', '236-revision-10', '', '', '2013-03-12 18:12:19', '2013-03-12 18:12:19', '', 236, 'http://berchman.net/pullinc/236-revision-10/', 0, 'revision', '', 0),
(3732, 1, '2013-03-11 16:45:10', '2013-03-11 16:45:10', '<span style=\"color: #808080\"><strong>Business Products\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</strong></span>\r\n<h1><span style=\"color: #808080\">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></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-revision-8', '', '', '2013-03-11 16:45:10', '2013-03-11 16:45:10', '', 115, 'http://berchman.net/pullinc/115-revision-8/', 0, 'revision', '', 0),
(3782, 1, '2013-03-15 21:23:00', '2013-03-15 21:23:00', '', '02-Bloom', '', 'inherit', 'open', 'open', '', '02-bloom', '', '', '2013-03-15 21:23:00', '2013-03-15 21:23:00', '', 0, 'http://berchman.net/pullinc/wp-content/uploads/2013/03/02-Bloom.jpg', 0, 'attachment', 'image/jpeg', 0),
(3783, 1, '2013-03-15 21:31:31', '2013-03-15 21:31:31', '', '12-Woodalls', '', 'inherit', 'open', 'open', '', '12-woodalls', '', '', '2013-03-15 21:31:31', '2013-03-15 21:31:31', '', 0, 'http://berchman.net/pullinc/wp-content/uploads/2013/03/12-Woodalls.jpg', 0, 'attachment', 'image/jpeg', 0),
(3778, 1, '2013-03-15 20:56:21', '2013-03-15 20:56:21', '', '01-LaCreme', '', 'inherit', 'open', 'open', '', '01-lacreme', '', '', '2013-03-15 20:56:21', '2013-03-15 20:56:21', '', 0, 'http://berchman.net/pullinc/wp-content/uploads/2013/03/01-LaCreme.png', 0, 'attachment', 'image/png', 0),
(3740, 2, '2013-03-13 17:00:58', '2013-03-13 17:00:58', '<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>Travel / Hospitality\r\nSpa Ojai\r\nBrand Strategy / Brand Development / Product Development</strong></span></span>\r\n<h1>The Ojai Valley Inn &amp; Spa 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.</h1>\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nCollaborating with the Spa Ojai’s executive management, product development and marketing teams, PULL positioned and created a private label brand of spa amenities products that help define and capture the essence of the Spa Ojai experience. These first generation spa amenities products are sold exclusively in the retail shops on the property. Spa Ojai products are created from exclusive natural formulas that captures the essence of the Spa Ojai experience.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nThe private label brand development program included brand strategy and positioning, brand identity development, retail packaging, point of sale and print and online marketing communications.\r\n\r\n<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>t</strong></span></span>\r\n\r\n<span style=\"color: #333333;\"><strong>\r\n</strong></span>', 'Case Study: SpaOjai Product Development', '', 'inherit', 'open', 'open', '', '108-revision-7', '', '', '2013-03-13 17:00:58', '2013-03-13 17:00:58', '', 108, 'http://berchman.net/pullinc/108-revision-7/', 0, 'revision', '', 0),
(3777, 1, '2013-03-09 04:12:54', '2013-03-09 04:12:54', '<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\"><a title=\"Case Story: Bloom Markets Brand Development\" href=\"http://berchman.net/pullinc/case-studies/bloom/\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">This is Bloom</span></li>\r\n	<li class=\"thumb\"><a title=\"Case Story: Icon Footwear Brand Development\" href=\"http://berchman.net/pullinc/case-studies/coapt/\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Icon Footwear</span></li>\r\n	<li class=\"thumb\"><a title=\"Case Story: Haworth, Inc. Corporate Identity Development\" href=\"http://berchman.net/pullinc/case-studies/haworth/\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Haworth</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">CLocal Market</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Kevita</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Soulmate</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Brightformat</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Woodall\'s</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">SpaOjai</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">LaCreme</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Sprigeo</span></li>\r\n	<li class=\"thumb\"><a class=\"casewindow\" href=\"#\"><img class=\"alignnone size-full wp-image-3555\" alt=\"Image of Case Study\" src=\"/pullinc/wp-content/uploads/2009/01/caseStudy.gif\" width=\"170\" height=\"170\" /></a><span class=\"text\">Jamulife</span></li>\r\n</ul>', 'PULL Brand Innovation Case Stories', '', 'inherit', 'open', 'open', '', '99-revision-15', '', '', '2013-03-09 04:12:54', '2013-03-09 04:12:54', '', 99, 'http://berchman.net/pullinc/99-revision-15/', 0, 'revision', '', 0),
(3733, 1, '2013-03-11 17:58:11', '2013-03-11 17:58:11', 'Consumer Packaged Goods\r\nJavaJamu LLC\r\nStrategic Brand Development and Design\r\n<h1><!-- p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: Times; }div.Section1 { page: Section1; } --> <span style=\"color: #b8860b\">We collaborated with this start-up marketer to create a new brand that reveals a 1000-year-old secret for health and beauty to consumers in the US and Canada.</span></h1>\r\n<h2><span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2222\" title=\"jamulife-id\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/jamulife-id.jpg\" width=\"515\" height=\"367\" /></span></h2>\r\nTwo successful 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. These products are known throughout Indonesia simply as “jamu”. With limited resources for marketing, they asked us to help them create a unique brand from scratch, and develop a compelling value proposition to specialty food and dietary supplement distributors in the US and Canada.\r\n\r\nLike most start-ups, the biggest challenge is always money for marketing. Add to that the competitive nature of the specialty health food retail channel, these creative entrepreneurs recognized they had one shot to build a brand story that was uniquely positioned and differentiated from a variety of competitive products. They were committed to building a strong brand right form the start!\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2169\" title=\"JamuPackaging\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/JamuPackaging1.jpg\" width=\"515\" height=\"351\" />\r\n<img class=\"alignnone size-full wp-image-2170\" title=\"Jamulife.catalog\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamulife.catalog1.jpg\" width=\"515\" height=\"243\" />\r\n\r\n&nbsp;\r\n\r\nAlways up for the challenge of creating a brand from scratch, we began by learned everything we could about the restorative powers of all the herbal formulas that comprise what is known as “jamu”. We learned that consumers who regularly shop in independent health food stores know a good deal about alternative remedies for health and well being, and they are open-minded when learning about new methods and products they believe will add value to their lives. We recommended that marketing and communications target this influential consumer segment.\r\n<h3>Jamu has a well-documented thousand-year tradition of enhancing a sense of well being. We crafted the value proposition and the brand positioning as “revealing this 1000 year-old secret for health and beauty” as a means to experience optimum health aligned to our busy lifestyles.</h3>\r\n<h2><img class=\"alignnone size-full wp-image-2213\" title=\"Jamu-theme-2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamu-theme-2.jpg\" width=\"515\" height=\"343\" /></h2>\r\n<h2><img class=\"alignnone size-full wp-image-2219\" title=\"Jamu-theme-3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/04/Jamu-theme-3.jpg\" width=\"515\" height=\"345\" /></h2>\r\nWorking with the client partners, we developed the trade name, designed the brand identity, taglines, brand voice and trade dress for all retail packaging, point of sale displays, sales sheets for individual products, and brand guidelines for developing retail packaging and messaging for future line extensions in a variety of product categories. We identified likely opportunities for future brand growth such as energy food bars, energy drinks and skin care products. These concepts were developed and presented in a pitch document to support sales presentations to potential distributors who service independent retailers of these products.\r\n\r\n<strong>Business Outcome</strong>\r\n<strong> The company was successful securing distribution agreements enabling the launch of the first generation JamuLife dietary supplement product line to independent health food retailers in several major cities in the US. For our client, it marked the beginning of their business journey. For us, it\'s all in a day\'s work.</strong>', 'Case Study: JamuLife Brand Development', '', 'inherit', 'open', 'open', '', '3592-revision-7', '', '', '2013-03-11 17:58:11', '2013-03-11 17:58:11', '', 3592, 'http://berchman.net/pullinc/3592-revision-7/', 0, 'revision', '', 0);
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(3734, 1, '2013-03-11 18:23:33', '2013-03-11 18:23:33', '<img class=\"alignnone size-full wp-image-1483\" title=\"sprigeologo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoID.final_.shadow-2.gif\" width=\"361\" height=\"319\" />\r\n<h1><span style=\"color: #b8860b\">Bullying has become a dominant issue in many people’s minds–sadly with devastating consequences. With the media coverage in full swing, we worked quietly with a small team of dedicated people whose mission it is to eliminate bullying all together! The tool they have created to accomplish this important mission is Sprigeo!</span> <img class=\"size-full wp-image-1488 alignnone\" title=\"sprigeo poster\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/Sprigeo.bannerlorez1.gif\" width=\"515\" height=\"258\" /></h1>\r\nSprigeo is an online resource tool for middle school kids, their parents and school administrators to report and respond to incidents of bullying all across America. Srigeo is the brainchild of noted author, professor, education consultant and thought leader <a href=\"http://www.middleschoolyears.com/\" target=\"_blank\">Joe Bruzzese.</a> Joe is a leading authority on the middle school years. His consulting firm, Thinking Forward, works with kids, parents, middle school principals and administrators, to make middle school education an enriching experience for everyone. And if you’re a parent of a middle school age kid, you know how challenging those years can be. I remember vividly those delicate years when my own kids where in middle school. Bullying is a behavioral disease in our schools–particularly in middle school.\r\n\r\nWhen it came time to think hard about how best to position and build an identity around this innovative online reporting system, Joe and his team asked PULL for strategic and creative guidance. We were eager to play a role in a project that will really make a difference for people! It all started with a funny name.\r\n\r\n<strong>Sprigeo sure is a funny name.\r\n</strong>Joe and his team originally coined the name “sprigeo”. In the beginning. they were not completely confident about this name and asked our advice. Naturally when you see a perfect solution before you, you don’t question the good fortune of an intriguing and memorable coined name like Sprigeo. A larger organization with the money to spend would have focused-grouped this to death. We advised against wasting time and their money on that kind of research.\r\n\r\nWhat we were most fascinated with was how could we build a compelling meaning into this abstract name that would deeply resonate with the main audience–12 year old kids who would be courageous enough to anonymously report incidents of bullying at their school by using the Srigeo reporting website. The brand’s visual identity and core messaging you see displayed here is the result of our collaboration.\r\n<h1><span style=\"color: #808080\">Simple, quirky, non-threatening but serious, Sprigeo’s positioning of “be safe” became the mantra for designing the brand identity system. </span></h1>\r\nThe “sprigeo guy” was designed to be an important visual element for creating a safety character kids could relate to in ways that would enhance their belief that Sprigeo is a safe venue looking out for them. And in many cases, Sprigeo would be the only lifeline many kids would have to help them feel safer at school. With our client’s permission, we are delighted to introduce you to Sprigeo, and what we believe will have a profound and positive effect on shifting the behaviors of kids all across America, making school a much safer place for everyone.', 'Case Study: Sprigeo Brand Development', '', 'inherit', 'open', 'open', '', '3590-revision-8', '', '', '2013-03-11 18:23:33', '2013-03-11 18:23:33', '', 3590, 'http://berchman.net/pullinc/3590-revision-8/', 0, 'revision', '', 0),
(3735, 1, '2013-03-11 18:05:02', '2013-03-11 18:05:02', '<strong>Consumer Packaged Goods\r\nLALA USA / LaCreme Master Brand\r\nStrategic Brand Positioning</strong>\r\n<h1><span style=\"color: #808080\">Facing the headwinds of a more fat and calorie conscious consumer, </span><span style=\"color: #888888\">La Crème embraced a strategic brand positioning that promised consumers a rich and creamy experience.</span></h1>\r\n<h1><strong><img class=\"alignnone size-full wp-image-1822\" title=\"lacreme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/02/lacreme.jpg\" width=\"515\" height=\"300\" /></strong></h1>\r\n<strong>LALA USA, a leading marketer and distributor of dairy-based food products, had reorganized their brand portfolio to maximize their distribution strategy in grocery channels in North America. La Crème was one of several yogurt brands in the LALA portfolio that required a new definition and positioning as a result of new products being developed and marketed under the La Crème label. </strong>\r\n\r\n<strong>We were asked to provide strategic and creative guidance to develop a master brand strategy that extended the equities of the La Crème brand across the spectrum of new diary products under development.</strong>\r\n\r\n<strong>Brand Innovation</strong>\r\n\r\nFacing the headwinds of a more fat and calorie conscious consumer, we discovered several important emotional drivers to purchase that really mattered to consumers when they thought of foods with real-dairy, rich and creamy attributes. The most important factor for consumers was their belief that “real-dairy” foods were more healthful, nutritious, of better quality, and tasted better. These consumers desire, and have a deep affinity for the richest experiences life has to offer. The trade name “La Crème” powerfully represented the premium, best-in-class associations this target consumer segment really cared about.\r\n<h3>We defined the La Crème brand consumer segment as people who were passionate about rich, creamy foods and desserts that satisfy their discerning and selective taste. For those who crave the rich creamy goodness of real dairy cream in the foods and desserts they enjoy–there’s simply no substitute. Nothing else comes close, nothing else will do!</h3>\r\nWe developed several value proposition and positioning concepts for the brand that were rigorously tested with consumers. These were optimized to provide guidance and direction for future product developments and all consumer-facing marketing communications that would support those product introductions.\r\n\r\n<img class=\"alignnone size-full wp-image-1861\" title=\"lacremeimage\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/02/lacremeimage.jpg\" width=\"515\" height=\"312\" />\r\n\r\nAt each stage of the process, our method provided the pathway to create a compelling value proposition that was highly-valued and distinguished from other brands in the category.\r\n\r\n<strong>Business Outcome\r\nLALA was successful in introducing new La Crème branded yogurts, coffee creamers, and dessert products penetrating significant US distribution with major grocery retailers including all WalMart stores.</strong>\r\n\r\n<strong>This project was conducted in assocation with our strategic consumer research partner, Brand IQ.\r\n</strong>', 'Case Study: LaCreme Master Brand Development', '', 'inherit', 'open', 'open', '', '3588-revision-4', '', '', '2013-03-11 18:05:02', '2013-03-11 18:05:02', '', 3588, 'http://berchman.net/pullinc/3588-revision-4/', 0, 'revision', '', 0),
(3736, 1, '2013-03-08 23:33:49', '2013-03-08 23:33:49', '<span style=\"color: #808000\"><span style=\"color: #808080\"><strong>Travel / Hospitality\r\nSpa Ojai\r\nBrand Strategy / Brand Development / Product Development\r\n</strong></span></span>\r\n\r\n<span style=\"color: #808000\"><span style=\"color: #808080\"><strong>\r\n</strong></span></span>\r\n\r\n<span style=\"color: #808000\"><span style=\"color: #808080\"><strong>\r\n</strong></span></span>\r\n\r\n<span style=\"color: #808000\"><span style=\"color: #808080\"><strong>\r\n</strong></span></span>\r\n\r\n<span style=\"color: #808000\"><span style=\"color: #808080\"><strong>\r\n</strong></span></span>\r\n<h1><span style=\"color: #808080\">This national retail facilities maintenance company reinvents itself as a foundation for building a bright future.</span></h1>\r\n<span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-1123\" title=\"daystarlead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/daystarlead.jpg\" width=\"515\" height=\"207\" />\r\n</span>\r\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>\r\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>\r\n\r\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.\r\n\r\n<strong>Business Outcome\r\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>\r\n\r\n<img class=\"alignnone size-full wp-image-622\" title=\"daystarlogo\" alt=\"daystarlogo\" src=\"/pullinc/wp-content/uploads/2009/01/daystarlogo.gif\" width=\"515\" height=\"158\" /><img class=\"alignnone size-full wp-image-1124\" title=\"daystartruck\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/daystartruck.jpg\" width=\"515\" height=\"301\" />\r\n\r\n<span style=\"color: #333333\"><strong>\r\n</strong></span>', 'Case Study: SpaOjai Product Development', '', 'inherit', 'open', 'open', '', '108-revision-5', '', '', '2013-03-08 23:33:49', '2013-03-08 23:33:49', '', 108, 'http://berchman.net/pullinc/108-revision-5/', 0, 'revision', '', 0),
(3754, 2, '2013-03-13 17:44:51', '2013-03-13 17:44:51', '', 'PULL Workshop Session', '', 'inherit', 'open', 'open', '', 'workshop', '', '', '2013-03-13 17:44:51', '2013-03-13 17:44:51', '', 1035, 'http://berchman.net/pullinc/wp-content/uploads/2010/02/workshop.jpg', 0, 'attachment', 'image/jpeg', 0),
(3742, 2, '2013-03-13 17:17:14', '2013-03-13 17:17:14', '', 'Spa Ojai Packaging', '', 'inherit', 'open', 'open', '', 'ovi-packaging', '', '', '2013-03-13 17:17:14', '2013-03-13 17:17:14', '', 108, 'http://berchman.net/pullinc/wp-content/uploads/2009/01/OVI-Packaging.jpg', 0, 'attachment', 'image/jpeg', 0),
(3743, 2, '2013-03-13 17:19:48', '2013-03-13 17:19:48', '', 'Spa Ojai Package Detail', '', 'inherit', 'open', 'open', '', 'spaojai', '', '', '2013-03-13 17:19:48', '2013-03-13 17:19:48', '', 108, 'http://berchman.net/pullinc/wp-content/uploads/2009/01/spaojai.jpg', 0, 'attachment', 'image/jpeg', 0),
(3744, 2, '2013-03-13 17:21:12', '2013-03-13 17:21:12', '', 'Ojai Spa-Web-Home', '', 'inherit', 'open', 'open', '', 'ojaispa-web-home', '', '', '2013-03-13 17:21:12', '2013-03-13 17:21:12', '', 108, 'http://berchman.net/pullinc/wp-content/uploads/2009/01/OjaiSpa-Web-Home.jpg', 0, 'attachment', 'image/jpeg', 0),
(3745, 2, '2013-03-13 17:03:47', '2013-03-13 17:03:47', '&nbsp;\r\n\r\n<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>Hospitality  and Travel\r\nSpa Ojai\r\nBrand Strategy / Brand Development / Product Development</strong></span></span>\r\n<h1>The Ojai Valley Inn &amp; Spa 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.</h1>\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nCollaborating with the Spa Ojai’s executive management, product development and marketing teams, PULL positioned and created a private label brand of spa amenities products that help define and capture the essence of the Spa Ojai experience. These first generation spa amenities products are sold exclusively in the retail shops on the property. Spa Ojai products are created from exclusive natural formulas that captures the essence of the Spa Ojai experience.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nThe private label brand development program included brand strategy and positioning, brand identity development, retail packaging, point of sale and print and online marketing communications.\r\n\r\n<span style=\"color: #808000;\"><span style=\"color: #808080;\"><strong>t</strong></span></span>\r\n\r\n<span style=\"color: #333333;\"><strong>\r\n</strong></span>', 'Case Study: SpaOjai Product Development', '', 'inherit', 'open', 'open', '', '108-revision-8', '', '', '2013-03-13 17:03:47', '2013-03-13 17:03:47', '', 108, 'http://berchman.net/pullinc/108-revision-8/', 0, 'revision', '', 0),
(3746, 2, '2013-03-13 17:21:57', '2013-03-13 17:21:57', '&nbsp;\r\n\r\n<strong>Hospitality/ Travel</strong>\r\n<strong>Ojai Valley Inn &amp; Spa</strong>\r\n<strong>Brand Strategy / Product Brand Development / Retail Packaging</strong>\r\n<h1>We helped this premier spa resort create a private label brand of amenities products that captures the essence of the spa experience.</h1>\r\n<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\" />\r\n\r\nThe Ojai Valley Inn &amp; Spa 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.\r\n\r\nCollaborating 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.\r\n\r\n<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\" />\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\" />\r\n\r\n<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\" />\r\n\r\nThis 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.', 'Case Study: SpaOjai Product Development', '', 'inherit', 'open', 'open', '', '108-revision-9', '', '', '2013-03-13 17:21:57', '2013-03-13 17:21:57', '', 108, 'http://berchman.net/pullinc/108-revision-9/', 0, 'revision', '', 0),
(3747, 2, '2013-03-13 17:23:14', '2013-03-13 17:23:14', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Hospitality/ Travel</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Ojai Valley Inn &amp; Spa</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Brand Strategy / Product Brand Development / Retail Packaging</strong></span>\r\n<h1><span style=\"color: #b8860b;\">We helped this premier spa resort create a private label brand of amenities products that captures the essence of the spa experience.</span></h1>\r\n<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\" />\r\n\r\nThe Ojai Valley Inn &amp; Spa 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.\r\n\r\nCollaborating 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.\r\n\r\n<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\" />\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\" />\r\n\r\n<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\" />\r\n\r\nThis 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.', 'Case Study: SpaOjai Product Development', '', 'inherit', 'open', 'open', '', '108-revision-10', '', '', '2013-03-13 17:23:14', '2013-03-13 17:23:14', '', 108, 'http://berchman.net/pullinc/108-revision-10/', 0, 'revision', '', 0),
(3748, 2, '2013-03-13 17:25:37', '2013-03-13 17:25:37', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Hospitality/ Travel</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Ojai Valley Inn &amp; Spa</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Brand Strategy / Product Brand Development / Retail Packaging</strong></span>\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<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\" />\r\n\r\nThe Ojai Valley Inn &amp; Spa 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.\r\n\r\nCollaborating 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.\r\n\r\n<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\" />\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\" />\r\n\r\n<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\" />\r\n\r\nThis 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.', 'Case Study: SpaOjai Product Development', '', 'inherit', 'open', 'open', '', '108-revision-11', '', '', '2013-03-13 17:25:37', '2013-03-13 17:25:37', '', 108, 'http://berchman.net/pullinc/108-revision-11/', 0, 'revision', '', 0),
(3749, 2, '2013-03-13 17:30:16', '2013-03-13 17:30:16', '&nbsp;\r\n\r\n<span style=\"color: #808080;\"><strong>Hospitality / Travel</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Ojai Valley Inn &amp; Spa</strong></span>\r\n<span style=\"color: #808080;\"> <strong>Brand Strategy / Product Brand Development / Retail Packaging</strong></span>\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<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\" />\r\n\r\nThe 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.\r\n\r\nCollaborating 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.\r\n\r\n<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\" />\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\" />\r\n\r\n<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\" />\r\n\r\nThis 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.', 'Case Study: SpaOjai Product Development', '', 'inherit', 'open', 'open', '', '108-revision-12', '', '', '2013-03-13 17:30:16', '2013-03-13 17:30:16', '', 108, 'http://berchman.net/pullinc/108-revision-12/', 0, 'revision', '', 0),
(3750, 2, '2013-03-13 17:35:04', '2013-03-13 17:35:04', '', 'soulmate billboard', '', 'inherit', 'open', 'open', '', 'soulmate-billboard', '', '', '2013-03-13 17:35:04', '2013-03-13 17:35:04', '', 118, 'http://berchman.net/pullinc/wp-content/uploads/2009/01/soulmate-billboard.jpg', 0, 'attachment', 'image/jpeg', 0),
(3751, 2, '2013-03-11 17:02:50', '2013-03-11 17:02:50', '<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: #808080\">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\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', '', 'inherit', 'open', 'open', '', '118-revision-7', '', '', '2013-03-11 17:02:50', '2013-03-11 17:02:50', '', 118, 'http://berchman.net/pullinc/118-revision-7/', 0, 'revision', '', 0),
(3752, 2, '2013-03-13 17:35:42', '2013-03-13 17:35:42', '<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: #808080;\">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', '', 'inherit', 'open', 'open', '', '118-revision-8', '', '', '2013-03-13 17:35:42', '2013-03-13 17:35:42', '', 118, 'http://berchman.net/pullinc/118-revision-8/', 0, 'revision', '', 0),
(3753, 2, '2013-03-13 17:36:19', '2013-03-13 17:36:19', '&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: #808080;\">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', '', 'inherit', 'open', 'open', '', '118-revision-9', '', '', '2013-03-13 17:36:19', '2013-03-13 17:36:19', '', 118, 'http://berchman.net/pullinc/118-revision-9/', 0, 'revision', '', 0),
(3755, 2, '2013-03-09 00:25:45', '2013-03-09 00:25:45', '<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<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-revision-20', '', '', '2013-03-09 00:25:45', '2013-03-09 00:25:45', '', 1035, 'http://berchman.net/pullinc/1035-revision-20/', 0, 'revision', '', 0);
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(3756, 2, '2013-03-11 17:28:10', '2013-03-11 17:28:10', 'Business to Business\r\nDigital Print and Data Management\r\nBrightformat\r\nBrand Positioning, Naming Development and Corporate Identity Design\r\n<h1><span style=\"color: #808080\">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.</span></h1>\r\n<a href=\"http://www.brightformat.com\"><img class=\"alignnone size-full wp-image-3066\" title=\"brightformat-lead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/brightformat-lead.jpg\" width=\"515\" height=\"209\" /></a><a href=\"/2012/08/bflogo.jpg\"><img class=\"alignnone size-full wp-image-3067\" title=\"brightformat logo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bflogo.jpg\" width=\"515\" height=\"186\" /></a>\r\n<a href=\"http://www.brightformat.com/\" target=\"_blank\">Brightformat</a> is a leading digital print and data management services company headquartered in Grand Rapids, Michigan. The eight year old company, originally known as Diversified Data Services, had grown far beyond its original data and mailing services roots to become one of West Michigan’s premier providers of digital printing, wide format printing and direct marketing services.\r\n\r\n<strong>The Challenge</strong>\r\nThe printing industry is a commodity business where customers have abundant choice of providers and most printing companies compete for business solely on price. The company, which had an excellent reputation for customer service, had moved the core of its original mail house services business to new technologies in on-demand printing, large format printing and direct marketing support services.\r\n\r\nCompany executives realized in order to grow to the next level, the business name was no longer relevant and expressive of the type of business the company had become. Executive leadership recognized that a name change and complete shift in the way the company marketed its services was necessary.\r\n\r\n<a href=\"http://www.brightformat.com/\"><img class=\"alignnone size-full wp-image-3069\" title=\"bf-apparal\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-apparal.jpg\" width=\"515\" height=\"352\" /></a>\r\n<img class=\"alignnone size-full wp-image-3070\" title=\"bf-web-home\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-web-home.jpg\" width=\"515\" height=\"343\" />\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking with the company’s executive management team over a six month period, we facilitated a series of brand strategy and positioning workshops designed to guide the client’s executive and business development team to refocus and recalibrate their value proposition to a discerning customer segment. This target customer segment highly valued the specialized expertise of digital on demand print services, and they represented a customer group at the premium end of the West Michigan market.\r\n\r\nBeyond the functional benefits associated with the specialized expertise their customer’s enjoyed, we learned that this customer segment valued a distinctive level of personalized service expressed through proactive problem solving innovation. The client’s reputation for creativity, innovation and ingenuity coupled with a vibrant, stress free customer experience was the source of differentiation and “oneliness” that enabled the client to build their new brand positioning around the idea of focusing on the customer’s marketing success, rather than simply delivering a print job.\r\n\r\nTo bring this positioning to life, we guided the client’s executive team through a rigorous naming process that mandated the new trade name be highly evocative supporting the client’s innovative approach to collaborating with their customer’s to create marketing success.\r\n\r\nBrightformat was the perfect name to embody the idea of illumination, innovation and vibrant customer experiences. We then designed the new corporate identity system that included a new logotype, symbol, color system and visual design standards for all marketing and communications. Examples of those executions are featured here.\r\n\r\n<a href=\"http://vimeo.com/48003840\"><img class=\"alignleft size-full wp-image-3068\" title=\"Brightformat Video\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/pete-and-mike.jpg\" width=\"250\" height=\"384\" /></a>\r\n\r\n<strong>The Outcome</strong>\r\nCheck out the <a href=\"http://vimeo.com/48003840\" target=\"_blank\">video</a> featuring Brightformat’s executive leadership announcing the name change with humor and grace. Here’s what Pete Houlihan, CEO of Brightformat, had to say about their engagement with PULL:\r\n\r\n<em>“From the very beginning of the workshops with PULL and through the implementation of our name and visual expression, PULL was thoughtful, collaborative, and was clearly committed to our success. Their experience, guidance, and creativity helped guide two very different shareholders toward a result that we simply could not be happier with. They didn’t tell us who we should be or where we should go–they guided us along a path that helped us discover that our direction and purpose had been there all along, we just needed the expertise to help us reveal it.”</em>\r\n\r\n&nbsp;\r\n\r\n<strong>Thank you Brightformat! We wish you great success and brighter days ahead.</strong>', 'Case Study: Brightformat Strategic Brand Development', '', 'inherit', 'open', 'open', '', '3530-revision-12', '', '', '2013-03-11 17:28:10', '2013-03-11 17:28:10', '', 3530, 'http://berchman.net/pullinc/3530-revision-12/', 0, 'revision', '', 0),
(3757, 2, '2013-03-13 17:47:02', '2013-03-13 17:47:02', '&nbsp;\r\n\r\nBusiness to Business\r\nDigital Print and Data Management\r\nBrightformat\r\nBrand Positioning, Naming Development and Corporate Identity Design\r\n<h1><span style=\"color: #808080;\">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.</span></h1>\r\n<a href=\"http://www.brightformat.com\"><img class=\"alignnone size-full wp-image-3066\" title=\"brightformat-lead\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/brightformat-lead.jpg\" width=\"515\" height=\"209\" /></a><a href=\"/2012/08/bflogo.jpg\"><img class=\"alignnone size-full wp-image-3067\" title=\"brightformat logo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bflogo.jpg\" width=\"515\" height=\"186\" /></a>\r\n<a href=\"http://www.brightformat.com/\" target=\"_blank\">Brightformat</a> is a leading digital print and data management services company headquartered in Grand Rapids, Michigan. The eight year old company, originally known as Diversified Data Services, had grown far beyond its original data and mailing services roots to become one of West Michigan’s premier providers of digital printing, wide format printing and direct marketing services.\r\n\r\n<strong>The Challenge</strong>\r\nThe printing industry is a commodity business where customers have abundant choice of providers and most printing companies compete for business solely on price. The company, which had an excellent reputation for customer service, had moved the core of its original mail house services business to new technologies in on-demand printing, large format printing and direct marketing support services.\r\n\r\nCompany executives realized in order to grow to the next level, the business name was no longer relevant and expressive of the type of business the company had become. Executive leadership recognized that a name change and complete shift in the way the company marketed its services was necessary.\r\n\r\n<a href=\"http://www.brightformat.com/\"><img class=\"alignnone size-full wp-image-3069\" title=\"bf-apparal\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-apparal.jpg\" width=\"515\" height=\"352\" /></a>\r\n<img class=\"alignnone size-full wp-image-3070\" title=\"bf-web-home\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/bf-web-home.jpg\" width=\"515\" height=\"343\" />\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking with the company’s executive management team over a six month period, we facilitated a series of brand strategy and positioning workshops designed to guide the client’s executive and business development team to refocus and recalibrate their value proposition to a discerning customer segment. This target customer segment highly valued the specialized expertise of digital on demand print services, and they represented a customer group at the premium end of the West Michigan market.\r\n\r\nBeyond the functional benefits associated with the specialized expertise their customer’s enjoyed, we learned that this customer segment valued a distinctive level of personalized service expressed through proactive problem solving innovation. The client’s reputation for creativity, innovation and ingenuity coupled with a vibrant, stress free customer experience was the source of differentiation and “oneliness” that enabled the client to build their new brand positioning around the idea of focusing on the customer’s marketing success, rather than simply delivering a print job.\r\n\r\nTo bring this positioning to life, we guided the client’s executive team through a rigorous naming process that mandated the new trade name be highly evocative supporting the client’s innovative approach to collaborating with their customer’s to create marketing success.\r\n\r\nBrightformat was the perfect name to embody the idea of illumination, innovation and vibrant customer experiences. We then designed the new corporate identity system that included a new logotype, symbol, color system and visual design standards for all marketing and communications. Examples of those executions are featured here.\r\n\r\n<a href=\"http://vimeo.com/48003840\"><img class=\"alignleft size-full wp-image-3068\" title=\"Brightformat Video\" alt=\"\" src=\"/pullinc/wp-content/uploads/2012/08/pete-and-mike.jpg\" width=\"250\" height=\"384\" /></a>\r\n\r\n<strong>The Outcome</strong>\r\nCheck out the <a href=\"http://vimeo.com/48003840\" target=\"_blank\">video</a> featuring Brightformat’s executive leadership announcing the name change with humor and grace. Here’s what Pete Houlihan, CEO of Brightformat, had to say about their engagement with PULL:\r\n\r\n<em>“From the very beginning of the workshops with PULL and through the implementation of our name and visual expression, PULL was thoughtful, collaborative, and was clearly committed to our success. Their experience, guidance, and creativity helped guide two very different shareholders toward a result that we simply could not be happier with. They didn’t tell us who we should be or where we should go–they guided us along a path that helped us discover that our direction and purpose had been there all along, we just needed the expertise to help us reveal it.”</em>\r\n\r\n&nbsp;\r\n\r\n<strong>Thank you Brightformat! We wish you great success and brighter days ahead.</strong>', 'Case Study: Brightformat Strategic Brand Development', '', 'inherit', 'open', 'open', '', '3530-revision-13', '', '', '2013-03-13 17:47:02', '2013-03-13 17:47:02', '', 3530, 'http://berchman.net/pullinc/3530-revision-13/', 0, 'revision', '', 0),
(3758, 2, '2013-03-12 18:09:29', '2013-03-12 18:09:29', '<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: #808080;\">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-revision-6', '', '', '2013-03-12 18:09:29', '2013-03-12 18:09:29', '', 113, 'http://berchman.net/pullinc/113-revision-6/', 0, 'revision', '', 0),
(3759, 2, '2013-03-12 18:12:55', '2013-03-12 18:12:55', 'Consumer Products: Women\'s Apparel &amp; Accesssories\r\nIcon Footwear\r\nStrategic Brand Development\r\n<h1><span style=\"color: #808080\">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', '', 'inherit', 'open', 'open', '', '236-revision-11', '', '', '2013-03-12 18:12:55', '2013-03-12 18:12:55', '', 236, 'http://berchman.net/pullinc/236-revision-11/', 0, 'revision', '', 0),
(3760, 2, '2013-03-12 18:13:50', '2013-03-12 18:13:50', '<span style=\"color: #808080\"><strong>Business Products\r\nHaworth Inc.\r\nBrand Positioning / Corporate Identity Development / Brand Communication</strong></span>\r\n<h1><span style=\"color: #808080\">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></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-revision-9', '', '', '2013-03-12 18:13:50', '2013-03-12 18:13:50', '', 115, 'http://berchman.net/pullinc/115-revision-9/', 0, 'revision', '', 0),
(3761, 2, '2013-03-13 17:59:33', '2013-03-13 17:59:33', '<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-revision-10', '', '', '2013-03-13 17:59:33', '2013-03-13 17:59:33', '', 115, 'http://berchman.net/pullinc/115-revision-10/', 0, 'revision', '', 0),
(3762, 2, '2013-03-11 17:16:32', '2013-03-11 17:16:32', '<strong>Consumer Packaged Goods</strong>\r\n<strong>Kevita Probiotic Drinks</strong>\r\n<strong>Kevita LLC</strong>\r\n<strong>Strategic Brand Positioning and Development</strong>\r\n<h1><span style=\"color: #808080\">Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand to set the stage for its next level of growth.</span></h1>\r\n<h2><span style=\"color: #808080\"> <img class=\"alignnone size-full wp-image-2910\" title=\"kevita vertical 2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/kevita-vertical-2.jpg\" width=\"515\" height=\"575\" /></span></h2>\r\nKevita is an early stage RTD functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Founded in early 2010, Kevita has experienced some early success with regional distribution, new product introductions and more operational efficiencies.\r\n\r\n<strong>Challenge</strong>\r\nLike most early stage start-ups, not enough attention or resources was invested into brand building. The KeVita brand was struggling to define its value proposition in the functional beverage category and faced entrenched competition from other beverages promising health benefits from their ingredients. The product labeling and shelf presence, although bold and colorful, was generic offering consumers no compelling reason to reach for the brand or retailers to stock it.\r\n\r\nIn the hyper-competitive beverage category, the KeVita brand needed a compelling and distinctive brand positioning and promise that retailers believed would win consumers at shelf. To grow distribution into national grocery chains required a complete assessment to define where the brand could compete and win going forward.\r\n\r\n<img class=\"alignnone size-full wp-image-2691\" title=\"oldkevita\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/oldkevita.jpg\" width=\"515\" height=\"325\" />\r\nOld Kevita Packaging and Trademark\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking from the brand team’s current market research, and other insights gathered from in-store product demonstrations, we helped the brand team define the target consumer segment that represented the brand’s best opportunity. These consumers were at the nexus of three important trends driving their engagement with the category: greater awareness of the health benefits associated with probiotics in their diet, the market growth of the natural products and functional health beverage category, and the desire these consumers have for creating life experiences with a “sustainable” sense of health and well-being.\r\n<h3><img class=\"alignnone size-full wp-image-2906\" title=\"Kevita GroupShot2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/Kevita-GroupShot2.jpg\" width=\"792\" height=\"494\" /></h3>\r\n<h3>Informed by the learning from qualitative consumer insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!</h3>\r\nTo bring the new brand promise of “delicious vitality” to life at the store shelf, we designed the refreshed brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed with bold and vivid color.\r\n\r\nThe early response from key retailers like Whole Foods has been remarkable. You’ll soon find KeVita in all nine refreshing flavors on the shelf of every Whole Foods Market (and others retailers like them) all across the USA.\r\n<a href=\"/2011/11/12-oz-16-oz-comp.jpg\"><img class=\"alignnone size-full wp-image-2904\" title=\"12 oz 16 oz comp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/12-oz-16-oz-comp.jpg\" width=\"792\" height=\"576\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Case Story: Kevita Probiotic Drinks Brand Development', '', 'inherit', 'open', 'open', '', '3527-revision-9', '', '', '2013-03-11 17:16:32', '2013-03-11 17:16:32', '', 3527, 'http://berchman.net/pullinc/3527-revision-9/', 0, 'revision', '', 0),
(3763, 2, '2013-03-13 18:01:26', '2013-03-13 18:01:26', '&nbsp;\r\n\r\n<strong>Consumer Packaged Goods</strong>\r\n<strong>Kevita Probiotic Drinks</strong>\r\n<strong>Kevita LLC</strong>\r\n<strong>Strategic Brand Positioning and Development</strong>\r\n<h1><span style=\"color: #b8860b;\">Bringing new vitality to this up and coming functional beverage brand, we helped KeVita refresh its brand to set the stage for its next level of growth.</span></h1>\r\n<h2><span style=\"color: #808080;\"> <img class=\"alignnone size-full wp-image-2910\" title=\"kevita vertical 2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/kevita-vertical-2.jpg\" width=\"515\" height=\"575\" /></span></h2>\r\nKevita is an early stage RTD functional beverage brand offering consumers a delicious and refreshing way to include probiotics into their diet for digestive and immune health. Founded in early 2010, Kevita has experienced some early success with regional distribution, new product introductions and more operational efficiencies.\r\n\r\n<strong>Challenge</strong>\r\nLike most early stage start-ups, not enough attention or resources was invested into brand building. The KeVita brand was struggling to define its value proposition in the functional beverage category and faced entrenched competition from other beverages promising health benefits from their ingredients. The product labeling and shelf presence, although bold and colorful, was generic offering consumers no compelling reason to reach for the brand or retailers to stock it.\r\n\r\nIn the hyper-competitive beverage category, the KeVita brand needed a compelling and distinctive brand positioning and promise that retailers believed would win consumers at shelf. To grow distribution into national grocery chains required a complete assessment to define where the brand could compete and win going forward.\r\n\r\n<img class=\"alignnone size-full wp-image-2691\" title=\"oldkevita\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/oldkevita.jpg\" width=\"515\" height=\"325\" />\r\nOld Kevita Packaging and Trademark\r\n\r\n<strong>Brand Innovation</strong>\r\nWorking from the brand team’s current market research, and other insights gathered from in-store product demonstrations, we helped the brand team define the target consumer segment that represented the brand’s best opportunity. These consumers were at the nexus of three important trends driving their engagement with the category: greater awareness of the health benefits associated with probiotics in their diet, the market growth of the natural products and functional health beverage category, and the desire these consumers have for creating life experiences with a “sustainable” sense of health and well-being.\r\n<h3><img class=\"alignnone size-full wp-image-2906\" title=\"Kevita GroupShot2\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/Kevita-GroupShot2.jpg\" width=\"792\" height=\"494\" /></h3>\r\n<h3>Informed by the learning from qualitative consumer insights we crafted a value proposition and brand positioning around what health-conscious consumers cared about most– to experience radiant vitality!</h3>\r\nTo bring the new brand promise of “delicious vitality” to life at the store shelf, we designed the refreshed brand identity, trademarks, packaging formats and product labeling system to vividly express the essence of refreshing natural flavors, sparkling, living probiotic cultures, and radiant energy expressed with bold and vivid color.\r\n\r\nThe early response from key retailers like Whole Foods has been remarkable. You’ll soon find KeVita in all nine refreshing flavors on the shelf of every Whole Foods Market (and others retailers like them) all across the USA.\r\n<a href=\"/2011/11/12-oz-16-oz-comp.jpg\"><img class=\"alignnone size-full wp-image-2904\" title=\"12 oz 16 oz comp\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/11/12-oz-16-oz-comp.jpg\" width=\"792\" height=\"576\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Case Story: Kevita Probiotic Drinks Brand Development', '', 'inherit', 'open', 'open', '', '3527-revision-10', '', '', '2013-03-13 18:01:26', '2013-03-13 18:01:26', '', 3527, 'http://berchman.net/pullinc/3527-revision-10/', 0, 'revision', '', 0),
(3764, 2, '2013-03-11 18:30:36', '2013-03-11 18:30:36', '<span style=\"color: #808000\"><span style=\"color: #333333\"><span style=\"color: #808080\"><strong>Travel and Tourism Publishing\r\nAffinity Group, Inc\r\nWoodall\'s North American Campground Directories\r\nProduct Brand Positioning / Brand Communications</strong></span></span></span>\r\n<h1><span style=\"color: #b8860b\">The leading publisher of RV travel and family campground directories elevates its brand positioning and expression to celebrate its 75th Anniversary.</span></h1>\r\n<span style=\"color: #808000\"><img class=\"alignnone size-full wp-image-2025\" title=\"woodalls theme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodallstheme.jpg\" width=\"515\" height=\"350\" />\r\n</span>\r\n\r\nAffinity Group is a leading publisher of recreational outdoor enthusiast magazines. Its hallmark brand is Woodall’s, North America’s best known publisher of RV and Family Camping travel directories in print and online.\r\n\r\nIn celebration of its 75th Anniversary, and as a response to a turbulent consumer economy, shifting demographics and the higher cost of fuel, Woodall’s marketing team asked PULL to reposition the brand to an important and under-served advertiser segment– travel and tourism associations across the US and Canada.\r\n<h3>What began as a conversation about direct marketing to this advertiser segment, evolved into a deeper process of re-thinking the Woodall’s brand positioning and value proposition to users and advertisers alike.</h3>\r\nWoodall’s Campground Directories are a highly dependable and accurate resource for people who are passionate about the RV lifestyle. The brand positioning “Everywhere RVers go” proclaimed Woodall\'s leadership position with RVer\'s.  We then crafted a refreshed brand voice and messaging platform based on this core competitive advantage–Woodall’s is the most widely used and trusted travel planning resource for RVer’s and family campers all across North America. Advertisers know RVer\'s really care about what Woodall\'s provides them.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-2030\" title=\"woodalls brand\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls-brand2.jpg\" width=\"515\" height=\"331\" /><img class=\"alignnone size-full wp-image-2038\" title=\"woodalls75th\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls75th2.jpg\" width=\"515\" height=\"355\" /><img class=\"alignnone size-full wp-image-2036\" title=\"woodemail1\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodemail11.jpg\" width=\"515\" height=\"255\" />\r\n\r\n<img class=\"alignnone size-full wp-image-1720\" title=\"woodalls.biz.RVlife.3\" alt=\"\" src=\"/pullinc/wp-content/uploads/2009/01/woodalls.biz_.RVlife.3.jpg\" width=\"515\" height=\"324\" />\r\n\r\n<strong> </strong>We provided creative direction and development for a comprehensive marketing communication program that included trade show communications, exhibit display, print advertising, sales literature, email marketing, and an online media planning website for all of Woodall\'s publications in print and online<strong>.</strong>\r\n\r\n<strong>Business Outcome</strong>\r\n<strong> In 2009, all the major competitors were experiencing double-digit drops in advertising revenue. Woodall\'s, on the other hand, experienced only modest reduction it\'s revenue projections, and is now in a stronger position to take advantage of a rebounding economy.</strong>', 'Case Study: Woodall\'s Brand Positioning', '', 'inherit', 'open', 'open', '', '238-revision-9', '', '', '2013-03-11 18:30:36', '2013-03-11 18:30:36', '', 238, 'http://berchman.net/pullinc/238-revision-9/', 0, 'revision', '', 0),
(3765, 2, '2013-03-12 18:26:45', '2013-03-12 18:26:45', '<strong>Consumer Packaged Goods\r\nLALA USA / LaCreme Master Brand\r\nStrategic Brand Positioning</strong>\r\n<h1><span style=\"color: #808080\">Facing the headwinds of a more fat and calorie conscious consumer, </span><span style=\"color: #888888\">La Crème embraced a strategic brand positioning that promised consumers a rich and creamy experience.</span></h1>\r\n<h1><strong><img class=\"alignnone size-full wp-image-1822\" title=\"lacreme\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/02/lacreme.jpg\" width=\"515\" height=\"300\" /></strong></h1>\r\n<strong>LALA USA, a leading marketer and distributor of dairy-based food products, had reorganized their brand portfolio to maximize their distribution strategy in grocery channels in North America. La Crème was one of several yogurt brands in the LALA portfolio that required a new definition and positioning as a result of new products being developed and marketed under the La Crème label. </strong>\r\n\r\n<strong>We were asked to provide strategic and creative guidance to develop a master brand strategy that extended the equities of the La Crème brand across the spectrum of new diary products under development.</strong>\r\n\r\n<strong>Brand Innovation</strong>\r\n\r\nFacing the headwinds of a more fat and calorie conscious consumer, we discovered several important emotional drivers to purchase that really mattered to consumers when they thought of foods with real-dairy, rich and creamy attributes. The most important factor for consumers was their belief that “real-dairy” foods were more healthful, nutritious, of better quality, and tasted better. These consumers desire, and have a deep affinity for the richest experiences life has to offer. The trade name “La Crème” powerfully represented the premium, best-in-class associations this target consumer segment really cared about.\r\n<h3>We defined the La Crème brand consumer segment as people who were passionate about rich, creamy foods and desserts that satisfy their discerning and selective taste. For those who crave the rich creamy goodness of real dairy cream in the foods and desserts they enjoy–there’s simply no substitute. Nothing else comes close, nothing else will do!</h3>\r\nWe developed several value proposition and positioning concepts for the brand that were rigorously tested with consumers. These were optimized to provide guidance and direction for future product developments and all consumer-facing marketing communications that would support those product introductions.\r\n\r\n<img class=\"alignnone size-full wp-image-1861\" title=\"lacremeimage\" alt=\"\" src=\"/pullinc/wp-content/uploads/2011/02/lacremeimage.jpg\" width=\"515\" height=\"312\" />\r\n\r\nAt each stage of the process, our method provided the pathway to create a compelling value proposition that was highly-valued and distinguished from other brands in the category.\r\n\r\n<strong>Business Outcome\r\nLALA was successful in introducing new La Crème branded yogurts, coffee creamers, and dessert products penetrating significant US distribution with major grocery retailers including all WalMart stores.</strong>\r\n\r\n<strong>This project was conducted in assocation with our strategic consumer research partner, Brand IQ.\r\n</strong>', 'Case Study: LaCreme Master Brand Development', '', 'inherit', 'open', 'open', '', '3588-revision-5', '', '', '2013-03-12 18:26:45', '2013-03-12 18:26:45', '', 3588, 'http://berchman.net/pullinc/3588-revision-5/', 0, 'revision', '', 0),
(3766, 2, '2013-03-12 18:26:37', '2013-03-12 18:26:37', '<img class=\"alignnone size-full wp-image-1483\" title=\"sprigeologo\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/sprigeoID.final_.shadow-2.gif\" width=\"361\" height=\"319\" />\r\n<h1><span style=\"color: #b8860b\">Bullying has become a dominant issue in many people’s minds–sadly with devastating consequences. With the media coverage in full swing, we worked quietly with a small team of dedicated people whose mission it is to eliminate bullying all together! The tool they have created to accomplish this important mission is Sprigeo!</span> <img class=\"size-full wp-image-1488 alignnone\" title=\"sprigeo poster\" alt=\"\" src=\"/pullinc/wp-content/uploads/2010/10/Sprigeo.bannerlorez1.gif\" width=\"515\" height=\"258\" /></h1>\r\nSprigeo is an online resource tool for middle school kids, their parents and school administrators to report and respond to incidents of bullying all across America. Srigeo is the brainchild of noted author, professor, education consultant and thought leader <a href=\"http://www.middleschoolyears.com/\" target=\"_blank\">Joe Bruzzese.</a> Joe is a leading authority on the middle school years. His consulting firm, Thinking Forward, works with kids, parents, middle school principals and administrators, to make middle school education an enriching experience for everyone. And if you’re a parent of a middle school age kid, you know how challenging those years can be. I remember vividly those delicate years when my own kids where in middle school. Bullying is a behavioral disease in our schools–particularly in middle school.\r\n\r\nWhen it came time to think hard about how best to position and build an identity around this innovative online reporting system, Joe and his team asked PULL for strategic and creative guidance. We were eager to play a role in a project that will really make a difference for people! It all started with a funny name.\r\n\r\n<strong>Sprigeo sure is a funny name.\r\n</strong>Joe and his team originally coined the name “sprigeo”. In the beginning. they were not completely confident about this name and asked our advice. Naturally when you see a perfect solution before you, you don’t question the good fortune of an intriguing and memorable coined name like Sprigeo. A larger organization with the money to spend would have focused-grouped this to death. We advised against wasting time and their money on that kind of research.\r\n\r\nWhat we were most fascinated with was how could we build a compelling meaning into this abstract name that would deeply resonate with the main audience–12 year old kids who would be courageous enough to anonymously report incidents of bullying at their school by using the Srigeo reporting website. The brand’s visual identity and core messaging you see displayed here is the result of our collaboration.\r\n<h1><span style=\"color: #808080\">Simple, quirky, non-threatening but serious, Sprigeo’s positioning of “be safe” became the mantra for designing the brand identity system. </span></h1>\r\nThe “sprigeo guy” was designed to be an important visual element for creating a safety character kids could relate to in ways that would enhance their belief that Sprigeo is a safe venue looking out for them. And in many cases, Sprigeo would be the only lifeline many kids would have to help them feel safer at school. With our client’s permission, we are delighted to introduce you to Sprigeo, and what we believe will have a profound and positive effect on shifting the behaviors of kids all across America, making school a much safer place for everyone.', 'Case Study: Sprigeo Brand Development', '', 'inherit', 'open', 'open', '', '3590-revision-9', '', '', '2013-03-12 18:26:37', '2013-03-12 18:26:37', '', 3590, 'http://berchman.net/pullinc/3590-revision-9/', 0, 'revision', '', 0);
