12 Common Mistakes to Avoid When Rebranding

by
Principal Partner, OVO
November 2, 2015 — Comments Off on 12 Common Mistakes to Avoid When Rebranding

The idea of branding—as a verb—often implies a simplistic application of identity as a means to staking claim. In this manner, it suggests a one-size-fits-all activity rather than a focused business commitment to learning and understanding your customer’s perception of, and experience with, the brand.

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Topic: Knowing Brand

Portland, The Brand

Historical Map of Portland, Oregon
by
Brand Strategist, OVO
September 22, 2014 — 2 Comments

The genesis of this place, which had in its early years been branded “the clearing” and later “Stumptown” was sprung from chaos by some sort of undocumented design. As in much of the West, settlers migrated from the East with ideas of their own, or, at the very least, came packed with thoughts and plans for what they envisioned their homes and their families to be. It was the confluence of the Willamette and Columbia rivers that first provided the arrow pointing to here as the place for those early settlers to stop and drop…

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Topic: Design Thinking Tags: Brand, Northwest, Portland

Seven Qualities of a Good Designer

Seven Qualities of a Good Designer
by
Principal Partner, OVO
June 21, 2014 — 6 Comments

To design is to assign form to content, to order experience, and to facilitate meaning. It is to “transform prose into poetry”. A designer then, both imagines and mediates. And a designer achieves goodness—beyond commercial achievement and the adulation of clients and peers—by aligning herself with “what design is” at its essence.

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Topic: Design Thinking Tags: Brand Strategy, Design, Top Brands

Knowing Brand: Everlane

Knowing Brand: Everlane
by
Brand Strategist, OVO
April 22, 2014 — 2 Comments

“The key to brand is finding its essence”, an agency will explain to their client. And something clicks. The general premise is the simplest thing in the world. After all, it’s the reason the company was founded and it is why the product or service was developed. But when the same agency asks their client to articulate what brand essence means to the customer, the room gets quiet. Quieter yet when the client is then asked about how they might execute upon the essence of the brand. Crickets.

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Topic: Knowing Brand Tags: brand critique, everlane