clickHere
Client Access

Our thoughts on all things brand related.

Decrease friction for a better Customer Experience

By Larry Roth 

In business, there are also barriers that can cause friction that can prevent a customer from completing a task—whether it’s a long wait on a phone call or a complicated purchase process. Removing resistance and conflict from your customer touch points can greatly enhance a positive experience.

Comments

Citi Bike is a branding home run

By Hampton Bridwell 

The launch of the Citi Bike Share program, the largest in the US, is achieving undeniable business success in a very short time. With over 6,000 bikes, 300 stations, 55,000 annual members, and 840,000 trips since its May 27th debut, the concept is instantly become a part of the NYC landscape.

Comments

Thoughts on the new Whitney Museum identity

By Dan Dyksen 

Recently, the Whitney Museum launched a bold new identity that I really want to like. It's dynamic, unique and clearly thoughtful work. The graceful "responsive W" morphs in and out of content in a creative way. The stark black, all caps, san serif typography has been done before, but somehow feels fresh in this context. Because of the white space and prominent use of black and gray, the Museum's colorful artwork is the shining star throughout all of the collateral. And yet, I'm just not sure that the overall visual expression has the stature the Museum requires to build its brand.

Comments

Patterns in branding

By Cheryl Kalberer 

Recently, I was at the Metropolitan Museum of Art visiting the new Islamic Art wing. At the heart of this exhibit is a Moroccan courtyard, where you can sit and take in the meticulously-crafted designs in the architecture. I was immediately inspired by the lively patterns that surrounded me and began to think about the importance of patterns in branding.

Comments

The Future is in the Cards

By Larry Roth 

Traditionally brand managers and CMOs have controlled their brand by controlling everything that represents the brand. As we know, this is done using strong visual and verbal guidelines and lots of brand training.

Comments