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Category Archives: Brand Strategy

SPIN Academy

Last week at SPIN Academy we gave a presentation on telling your story with video to fuel your cause. We’ve been paying close attention to best practices for nonprofit storytelling. Below is the deck that we presented. We covered storytelling strategy, targeting your primary audiences, producing a beautiful video and engineering your video to be […]


Lexar is a technology company who develops back-up and storage technology in the consumer computer sector. CHALLENGE: Lexar needed a story to explain how their product provides a unique solution in a category that can be complicated and confusing.  They needed to understand how their consumer thinks, a strategy for communicating rational and emotional benefits […]

MINI Cooper

BRAND: MINI Cooper, Germany CHALLENGE: While at Bulter, Shine we were tasked with evolving the already progressive nature and cutting edge ideas that define the MINI Cooper Brand. THE SOLUTION: Develop a brand initiative based on aligning the brand with the future of car culture. We crafted ethnography style research with high profile, bleeding edge […]

Transgender Law Center

PROJECT: Transgender Law Center, San Francisco, CA CHALLENGE: As the lead strategist for Taproot I was tasked with re-branding the Transgender Law center; a non-profit struggling to communicate it’s core competencies and differentiate its services.  There were two challenges here – 1.To find a balance between the conservative values of the legal profession and the […]

Hunters Point Family

PROJECT: Hunters Point Family, San Francisco, CA CHALLENGE: As a lead strategist at Taproot I was tasked with re-branding Hunters Point Family.  This non-profit offers several programs that are restoring education, health and business to the Bay View community.  They were in need of a marketing strategy tying all of their core competencies to one […]

Columbia Sportswear

PROJECT: Columbia Sportswear, Mt. Hood, OR CHALLENGE: While at Butler Shine I helped pitch and win the Columbia Sportswear business.  The challenge was to uncover insights and perceptions of the Columbia brand that would lead to a branding and advertising campaign. THE SOLUTION: I spent four days on Mt. Hood talking with snowboarding, skiing and […]


PROJECT: Sagatiba, Brazil CHALLENGE: While at Butler Shine I was tasked with discovering the most effective way to launch a Brazilian Spirit in US markets. OUR SOLUTION: We conducted an ethnographic study across the US to develop consumer insight and use it to communicate the essence of Brazil. RESULT: Brand strategy with typologies, psycho-graphics and […]

Comcast Video On Demand

CLIENT: Comcast CHALLENGE: While a brand strategist at Goodby Silverstein I was tasked with re-branding Comcast’s video on demand. OUR SOLUTION: With the proliferation of TV on the web we realized that television was more about instant gratification than ever. We conducted consumer research to understand the future of TV and used it to drive […]