PROJECTS
Challenge:
The future of aging in the U.S. is under rapid transformation as Boomers and younger generations arrive in their senior years. And a name like the Assisted Living Federation of America wasn’t going to connect with important audiences.
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Solution:
By re-branding to Argentum, we helped the organization redefine what it meant to age well in the U.S. With new messaging, the association was able to better connect with relevant audiences.
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Approach:
Our work with Argentum is an example of a brand building project, where we employed the following services to successfully rebrand the association:
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Audience research
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Brand positioning
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Naming
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Brand messaging
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Brand identity
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Brand launch
Challenge:
​The American Nurses Association had been a loose association of the trade organization, credentialing organization and charitable foundation. They found they were losing membership from the confusion.
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Solution:
After extensive audience research, we realized ANA would be best suited to be a strong branded house led from what would be referred to as the ANA Enterprise. We worked with stakeholders across the three organizations, leading townhall workshops with dozens of stakeholders to sell in the big shift in organizational strategy and to pull out the salient messaging for each sub-brand.
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Approach:
Our work with the American Nurses Association was a full-scale re-brand, to include, determination of how the brands fit together. The following are the services performed:
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Audience research and trendspotting
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Executive and leadership workshops
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Brand architecture
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Brand positioning
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Brand messaging
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Brand narrative
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Brand identity
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Brand launch
Challenge:
​Amgen was running paid and earned media campaigns based literally on some quantitative research they had fielded. But they found they weren’t gaining traction with their key audience of specialty doctors.
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Solution:
Through focus groups we pulled together, these specialty doctors indicated the functional attributes of Amgen biologics weren’t resonating. The doctors told us they saw no differentiation between Amgen and competitors and we realized that was the problem. While we had the group together, we started to ask about science and the scientific process and unlocked what would be a critical part of a new marketing campaign that allowed Amgen to position itself as the scientific leader, thus winning the hearts, minds and prescription pads of these specialty doctors. The campaign has been so successful, it has been in market for eight years.
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Approach:
In this brand campaign, we worked to optimize Amgen's marketing:
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Audience research
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Go-to-market strategy
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Brand messaging
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Marketing campaign
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Thought leadership platform
Challenge:
The ALS Association had lightning strike with the wildly viral Ice Bucket Challenge. While that provided significant donorship to the organization, it didn’t create a long-term connection to the cause.
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Solution:
We realized we could connect to a universal human truth -- that when presented with impossibility, most are incited to overcome that impossibility. So we built a campaign to challenged donors to overcome the impossible. How do we do that? By turning those buckets right side up and filling them one drop at a time because Every Drop Adds Up. ​
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Approach:
In this brand campaign, we worked to re-develop a new a brand fundraising idea:
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Audience research
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Brand positioning
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Naming
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Brand messaging
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Marketing campaign
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Executive leadership workshops
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Media training
