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In The News

You Don’t Wear Your Grandma’s Clothes. So Why Are You Using Her Laundry Detergent?

You Don't Wear Your Grandma’s Clothes. So Why Are You Using Her Laundry Detergent?

If you look inside your closet these days, you’ll find that probably over half of your clothes are synthetics. And, after wearing them a while, they start to stink—in the gym, at yoga class, even at the coffee shop. The … Continue reading

Mara Naboisho And Thinktopia Win Gold Award For Eco-Tourism

Mara Naboisho And Thinktopia Win Gold Award For Eco-Tourism

Mara Naboisho took the Gold at the African Responsible Tourism Awards for 2016 last week. Two summers ago, we had incredible fun collaborating with James Boyce, Grant Richards, Mangesh Hattikudur and others to create a new brand strategy and positioning … Continue reading

It’s Not Brand, It’s Community

It's Not Brand, It's Community

During the 1992 Presidential election, political analyst James Carville kept reminding campaign workers of the issues they needed to focus on. The first was “the Economy”, and Carville’s oft-repeated mantra became “It’s the Economy, stupid!” For brand stakeholders, the focus … Continue reading

New Ideas Blog

‘Begin Again’ Director John Carney Redubs Film Ritual

Ritual is an important part of brand narrative. Relating narratives is a ritual, and rituals are also embedded in the actual production and action of narratives. Let me explain. Going to the movies is a ritual we have all enjoyed. … Continue reading

Primal Branding Featured In Suriname Turnaround Brand Workshop

Primal Branding Featured In Suriname Turnaround Brand Workshop

Turning stagnant brands into dynamic powerhouses was the subject of a workshop at the Anton de Kom University in Suriname this week. Primal Branding was featured in the class, according to attendees. Primal Branding is the most effective construct for … Continue reading

Tillamook Mixes Trends With New Farmstyle Greek Yogurt

Tillamook Mixes Trends With New Farmstyle Greek Yogurt

Tillamook mashes trends together with its new Farmstyle Greek yogurt: Greek yogurt plus the movement for locally grown ‘handmade’ products. Tillamook has taken the vernacular (sacred words) for other farm dairy products and made it their own. Examples. “Farmstyle” and … Continue reading