We make cult brands.

Retail environment.

Check Out Our New Office Space!

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We’re a small office – there are just nine of us! – so we’re pretty accustomed to wearing many hats; it’s simply the nature of small machines.

Spanning the past couple of months, however, our […]

Conventional Is The New Specialty Grocer.

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If you’re the owner of a natural/organic food brand you know the roller coaster. Natural product stores, from Whole Foods to the smaller independents, might love your brand today and discontinue it tomorrow. Let’s […]

Sports Authority: A Name without a Brand.

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A recent article discussed the woes of Sports Authority with the headline: “Sports Authority Is Sinking Under Discounts And Naming Rights.” Really? There’s no doubt, as the article cites, that Sports Authority has some major […]

Sometimes you shouldn’t treat yourself.

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Great package design won’t necessarily save your brand, nor will bad design definitively kill it. But what happens when your design is appealing to the wrong audience, at the wrong time?

A couple of weeks […]

5 Ways Cult Brands bridge the gap in the customers’ mind.

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It’s easy to spot the brands who seized the imagination of a small group and then taught that group how to spread the word, make converts and turn their fringe offering into a mainstream […]

Retail Success: Delivering Core Brand Values Experientially.

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Customers don’t care about the products you’re selling. They don’t care about your promotions. Your advertising doesn’t cut it, either. Stores must get out of the 20th century mind-set that they’re places of commerce. […]

What’s Needed: A Retail Refresh or Total Rebrand?

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So many retailers are at a standstill. They often blame it on a sluggish economy. But is that the problem? Consumers are spending. Maybe they’re more judicious about it, but they are buying. If […]

Brand Extensions: Worth Doing or Not?

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Quick: how many new brand extensions made an impact on you last year? Can’t remember many, if any, can you?
That’s the problem.

So many new products come out and fail; So few are memorable. Even […]

Customer Experience: All Talk? Time to Act.

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We all strive to deliver it. The great customer experience. Consultants, marketers, brand owners and retailers all acknowledge how crucial this is to the survival and success of B2C brands in an experientially-driven economy. […]

From Browser to Buyer to Belonger.

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Outdoor, sports and fitness retail brands have greater opportunities than most retailers to engage customers. Active people gravitate to those who share their passion, and easily build communities of like-minded people. This natural tendency […]