Branding
Reputation is built at each transaction“Your brand is what other people say about you when you are not in the room”
– Jeff Bezo, CEO & Founder, Amazon
brand is not a logo – It’s customers’ perception of what you stand for and how you treat them every step of the buyer journey
transparent
In an era of hyper-transparency and political and social disruption, consumers expect brands to form partnerships that guide policymaking toward a more inclusive economy and sustainable environment.
Memorable
With “fake news” dominating headlines — and trust in institutions at all-time lows — brand strategists must design stakeholder experiences that inspire, connect and engage like never before.
Purpose Driven
Customers – and your employees – are drawn to purpose-driven brands who align their business objectives with helping to solve humanity’s biggest challenges. It not just what you do, but how you do it.
Case Study: Tucson Electric Power
Tucson Electric Power updated its visual identity for the first time since 1979.
The goal was to modernize the brand to reflect a shift in strategy to be perceived as a progressive energy solutions provider and a trusted advisor in a rapidly changing utility sector.
Conducted internal and external focus groups, marketing research and messaging testing.
Executive producer of TV spot that used an employee from operations to humanize the brand.
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Case Study: U.S. Borax
In the late 1800s in Death Valley, borates had just been discovered — and so had a bright, young marketing executive.
Stephen T. Mather, of 20 Mule Team Borax® brand fame, launched his career in the industry at the Pacific Coast Borax Company, which became U.S. Borax before being acquired by Rio Tinto in 1967. It was the start of a lucrative business venture, and one that would lead to his ultimate calling — helping to create the National Park Service.
Mather was a “content marketer” original, creating the TV show “Death Valley Days, featuring Ronald Reagan, western stories and legends based on the miners of Death Valley. It’s one of the longest-running Western series, originating on radio in the 1930s. The continuing sponsor was 20 Mule Team Borax, a product formerly mined in Death Valley.
In 2018, Rio Tinto introduced the first “lock up” dual identity, reflecting the need to bridge the two brands with a culturally diverse global audience while maintaining 150 years of brand equity.
The identity incorporates “Borax,” which has brand equity in Europe, and the “20 Mule Team,” which resonates in the US and parts of Asia. The brand imagery is positioned as a symbol of strength and pioneering progress.
Research has shown favorable associations with Borax and the Twenty Mule Team as a brand that is durable, dependable, strong and trustworthy – attributes that represent current values in delivering minerals essential to advancing human progress.
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John C. Brown
Marketing Communications Consultant
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