Archive for September, 2008
A Word from the Creative DirectorAs the owner of a small boutique Brand studio and Creative Director of NEXEN Tire America’s reBrand, you’re probably wondering why I would be one of the first people to post on the site. Good question! Actually it’s because I wanted everyone to know about my experience working with NEXEN. I’ve worked for a lot of companies who talk about “strengthening their brand” but what this usually ONLY means is that they want to “strengthen their bottom line.” So let’s just say it was such a smack-in-the-face, refreshing change to work with a team that meant what they said and said what they meant. After dutifully quizzing them about their thoughts on strategies for positioning, corporate messaging and all the other things that go along with rebranding, they surprised me with a simple response. “We’re about kindness,” they said.
