Brand Fatigue – yawn

I have always had a profound admiration for iconic brands, those that meaningfully differentiate themselves in a unique and compelling way. So I am more than amazed whenever I research a new industry or category to find an alarming level of sameness — vanilla everywhere! Continue reading

Posted in Brand Fatigue

Circle of Life

I never intimately understood the power of a symbol until my experiences with the Pan-Mass Challenge, the nation’s number one sports fundraising bikathon and a long-time client. I was introduced to the PMC in 2008; two years after my dad died of cancer. I remember at my father’s funeral the priest blessed my wife Jane’s swollen belly and our unborn child. Continue reading

Posted in Identity Crisis

Is there power in a name?

Over the last dozen years I’ve probably been asked north of 200 times about our name. “Why Crunch?” people ponder. Are you part of Crunch gym? “No, we’re an ad agency” I reply. “Are you a candy company?” “No, but we work with one called UNREAL® and we’ve named a bunch of their products” I respond. “Love the name, why’d you choose it?” And so on.

 

The simple answer is that I believe there’s power in a name. Continue reading

Posted in Naming