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Posts in category tell a brand story

Want your non-profit to succeed? Think strategically.

Want your non-profit to succeed? Think strategically.
Many of us have been touched by something so powerful, we are moved to take action through fundraising and awareness. And, even though it’s built on personal passion, a non-profit is just like any other business–its success lies in thoughtful, strategic messaging. Unlike a business plan, which requires hard data about funding and [...]

Why ice cream lovers choose vanilla over rocky road

Why ice cream lovers choose vanilla over rocky road
Vanilla ice cream! Nom, nom, nom Given the choice of any flavor in a cooler filled with ice cream of every imaginable taste profile, the number one choice is still vanilla.* Vanilla’s brand story is honest and straightforward, complex and subtle, and totally true to itself. It makes no apologies and compares itself to nothing. It isn’t plain [...]

10 words on brand storytelling

10 words on brand storytelling

Crowd surfing for target customers

Crowd surfing for target customers
I’ll bet you know someone who says with complete confidence: I don’t need a target customer. My customer is everyone who _____. Ah . . . but it doesn’t matter if your customer is everyone who golfs, everyone who reads, or even everyone who eats. You need a focused target customer strategy so you can avoid weak brand messaging and take advan [...]

Brand story party of the century

Brand story party of the century
I’ve worked with Doug Kamerer for years now, meeting up with him as his career takes him to one great opportunity after another.  His current gig is as Minister of Culture (cool title, huh?) for  A.D. Farrow Co. Harley Davidson. A.D. Farrow is the longest continuously operating Harley dealership in the world. This gives Doug, a passion [...]

Memorial Day’s long-lost brand voice

Memorial Day’s long-lost brand voice
  Memorial Day may be the unofficial start of summer, but it has a much bigger brand story. USA Today’s Memorial Day story has these main topics: Travel Tips Weather Updates Granted, they are both important topics. I myself have used Memorial Day as a great excuse to travel, sleep in, or do way too much gardening over a 3-day wee [...]

Mom’s 3-part brand story

Mom’s 3-part brand story
All advertisers have two brand stories to consider: 1.) their own, and 2.) the brand story of their target audience. The objective, of course, is to make your brand story part of your customer’s brand story. But when it comes to marketing to moms, do we truly understand the story we’re trying to become part of? Is a lack of deeper insight res [...]

5 tips for the occasional copywriter

5 tips for the occasional copywriter
It can be pretty tortuous to put pen to paper if you’re not someone who writes copy every day. Most people would rather do anything else. Yet copywriting remains one of those chores that’s difficult to outsource. After all, you took English in school. You can certainly write your own brand story. Easy, right? I wish that were true [...]

Writing for financial markets

Writing for financial markets
I’ve been a creative partner in all kinds of finance environments, from investment bankers, to angel investors. They are all a little bit different, with their own set of buzzwords and government restrictions. Among competitive products, however, the differences are often very subtle. This means that it’s absolutely essential not [...]

Why know it alls probably don’t know it all

Why know it alls probably don’t know it all
I always do a mental eyeroll when potential clients ask if I’ve ever worked in their “special” industry. They’ll say, “It’s different, you know.” No doubt the business itself is different. But the messaging? That’s pretty universal. I mean, as long as we’re talking about humans and not dogs and cats. (Come to think of [...]

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