A whole heck of a lot has changed for every company since March 2020. You likely had to adjust your staffing structures, work environments, flexibility with employees, product and service offerings, technology - really everything from A to Z. But have you evolved your brand over the past 2 years? Does the brand you had before COVID-19 still resonate with...
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Tag: branding
Discovering Your Brand Archetype
Archetype: a symbol, theme, setting, or character-type that recurs in different times and places in myth, literature, folklore, dreams, and rituals so frequently or prominently as to suggest (to certain speculative psychologists and critics) that it embodies some essential element of ‘universal’ human experience. – The Concise Oxford Dictionary of Literary Terms Archetypes are all around us — in literature, film,...
Variable Logos: A Unique Solution for a Unique Challenge
Branding or rebranding an organization is always a challenge in itself. You have to choose one name, one mark, one color palette, one tone, and one voice to represent who you are and everything you do. Whew -- that’s a lot of pressure! It becomes even more difficult when your organization serves vastly different audiences or offers a variety of...
Racial Equity at the Brand Level
Has your organization made real change in the push for racial equity? Taking a good, hard look at your brand dimensions. 2020 has been the most challenging year I have faced as a leader at Willow. As a new partner in the agency, my resilience, energy, compassion, empathy and morals have all been tested like never before. Just when I...
The New Black in Branding
The new fashionable thing. The term references black as a perpetually fashionable color and is typically used in the statement "(something) is the new black”…as in “Orange is the New Black” the hit series on Netflix. While most marketers are looking for the next, next, we’re taking a look backwards as we start the new year. Because, we know that...