Rebranding the Fight Against Hunger

The fight against hunger presents a number of significant challenges to any organization that seeks to take it on. It is estimated that as many as 50 million Americans face hunger every year. These dire circumstances are what made us jump at the opportunity to work with The Foodbank of Monmouth and Ocean Counties. Through our extensive research, we discovered they are at the forefront of a new generation of organizations that understand that the numerous causes of hunger are incredibly complex and cannot be countered by simply providing food. To fight hunger, it is essential to provide services that equip individuals with the tools necessary to escape hunger permanently.

              A glimpse of the Fulfill rebranding

              A glimpse of the Fulfill rebranding

Since they do so much more than just provide food, we determined that “The FoodBank of Monmouth and Ocean Counties” had largely outgrown their name. Instead of a name that created a one-dimensional perception of the organization, BrandTuitive knew that they needed a name that embraced the full breadth of their operation: Fulfill. This new name more clearly represents their brand personality and reflects that they do far more than just feed people  they fulfill them. The rebranding positions Fulfill as more encompassing than just a food bank and conveys the groundbreaking nature of their approach to fighting hunger.

Their new name now ties together the varied services that Fulfill has been offering for years, such as culinary training, tax refund guidance, SNAP enrollment assistance and healthcare signup support. At the same time, the name also communicates a memorable and engaging call to action for anyone hearing it, reflecting an organization that believes in action.

BrandTuitive-designed icons visually convey Fulfill's comprehensive strategy

BrandTuitive-designed icons visually convey Fulfill's comprehensive strategy

The rebranding included a new tagline as well. “Hunger Won’t Win Here” dramatically expresses the confident brand personality of Fulfill. In order to maintain brand consistency, we eliminated unsure and ambiguous language from their website and marketing materials. Fulfill had to definitively state that they were fighting hunger and winning

Results that indicate how effective Fulfill is as an organization are also positioned front-and-center as part of the rebranding. These statistics showcase Fulfill’s incredible efficiency. They include the fact that 95 cents of every dollar goes directly to their programs, and that they deliver approximately 12 million meals a year to people in need.

                                      One of the redesigned Mobile Food Pantries for Fulfill

                                      One of the redesigned Mobile Food Pantries for Fulfill

To see the redesigned Fulfill website or to get involved with Fulfill go to Fulfillnj.org

Bigger Isn't Always Better

Bigger is better—an age-old mantra whose bark may be bigger than its bite. For decades, there’s been a perception of greater success toward the concept of large companies. A higher number of employees supposedly equates to a greater success rate, which somehow implies large companies being better than their smaller competitors.  While certain industries yield a greater correlation between size and success, the importance of creativity and strategic thinking makes the field of marketing a different beast entirely. As a smaller-scaled marketing agency, we’re here to testify that working with a smaller marketing company may be a more strategic choice for many brands.

Attention to detail. Refined talent. Intimate, one-on-one communication. These phrases are more than business jargon; they’re aspects of successful marketing and branding that may be emphasized in a smaller company environment. One reason why a smaller agency may be the right fit for certain clients is its potential to act like an extension of the client’s brand rather than a third party completely. Clients have told us that they appreciate the attention and interest given to their brand from everyone in the office, owner to intern.

Smaller agencies may also lessen the potential of your business being handed off to the lowest man on the totem pole; for example, at BrandTuitive the president and chief strategy officer play a hands-on role with each and every strategy.

Finally, smaller agencies often have the ability to produce a more creative environment and thus more creative campaigns. It has been said that creativity is contagious; and based on our experience at BrandTuitive, we would definitely agree. Unique and imaginative thinking extends through all aspects of a campaign from strategy to design to implementation. While larger companies don’t equate to less creativity, there may be something to be said for the infectious imagination that develops when in close quarters with professional designers and artists.

Is bigger really better? Does a larger size equate to greater success? In some cases this may be true. But in terms of marketing, an industry reliant on understanding, communication and creativity, there are certain aspects of a smaller agency that larger companies simply can't replicate. There are pros and cons to anything in life and as marketers it is up to us to identify and dissect them. And while all agencies are different and each campaign is unique, perhaps consider including a smaller company in the mix next time you’re looking for a marketing agency.

Be Prepared to Go Viral

Being in the marketing and branding industry, it’s never too long between hearing from clients who want help Going Viral. However, as successful as some companies and products have been riding the viral wave, we think that often not enough energy goes into being prepared… because if you are lucky enough to find that secret viral formula, capitalizing on it proves real success. What does being prepared mean? You just went viral, time to celebrate, right? Put down the champagne for a minute and make sure you’ve checked these things off your list. Website: It’s crucial to make sure your website and ordering system can handle an increased volume. Although this may seem like an easy task, you might be surprised by how many opportunities a company misses by not being able to deliver an excellent website experience. Without even interacting with the product, that initial discovery and ordering phase will be one of the most critical aspects to making sure new customers are able to initially trial your product. Poor initial experience + No trial = Missed customer opportunity Inventory: Now that customers can find your product and place orders, it’s essential that it won’t take 10-12 weeks before shipping. If you aren’t able to deliver quickly while the hype is fresh in customers’ minds, the ship will sail; and the next viral video is less than a week away. Customer Service: Let’s face it! ALL companies, yes ALL companies, are customer service companies. Without customers, all the hard work you put into your product, promotions and viral marketing plan will be lost. Never forget that providing an exceptional first experience with your company is crucial to keeping customers coming back and avoid being a fad. If you’re not able to deliver on the website or inventory, exceptional customer service can be your last saving grace if you empathize and truly make your customers feel special. Happy Customer = Loyal Customer Engage: You have their attention, now what? If you want to keep the momentum going, now is the most important time to engage with your newfound audience and keep the conversation going. You don’t want to get on stage and then forget what to say, so make sure your marketing plan addresses customer engagement and builds relationships at a deeper level. Customers are now listening and wanting to find out what you’re all about. Lastly, the BrandTuitive team is all about unexpected thinking. If you really want to please your customers, show them how much they mean to you by going above and beyond to provide the best first experience possible. Having unique packaging, a little gift to go along with the order or even a handwritten note to thank them for ordering that first shipment will really prove to your customers that they chose the right path and keep them coming back. Next time you think about how you are going to launch that viral video, keep in mind the preparation that goes with success. Otherwise, you may have one amazing video but missed the mark on many potential loyal customers.

Being in the marketing and branding industry, it’s never too long between hearing from clients who want help Going Viral. However, as successful as some companies and products have been riding the viral wave, we think that often not enough energy goes into being prepared… because if you are lucky enough to find that secret viral formula, capitalizing on it proves real success.

What does being prepared mean?

You just went viral, time to celebrate, right? Put down the champagne for a minute and make sure you’ve checked these things off your list.

Website: It’s crucial to make sure your website and ordering system can handle an increased volume. Although this may seem like an easy task, you might be surprised by how many opportunities a company misses by not being able to deliver an excellent website experience. Without even interacting with the product, that initial discovery and ordering phase will be one of the most critical aspects to making sure new customers are able to initially trial your product.

Poor initial experience + No trial = Missed customer opportunity

Inventory: Now that customers can find your product and place orders, it’s essential that it won’t take 10-12 weeks before shipping. If you aren’t able to deliver quickly while the hype is fresh in customers’ minds, the ship will sail; and the next viral video is less than a week away.

Customer Service: Let’s face it! ALL companies, yes ALL companies, are customer service companies. Without customers, all the hard work you put into your product, promotions and viral marketing plan will be lost. Never forget that providing an exceptional first experience with your company is crucial to keeping customers coming back and avoid being a fad. If you’re not able to deliver on the website or inventory, exceptional customer service can be your last saving grace if you empathize and truly make your customers feel special.

Happy Customer = Loyal Customer

Engage: You have their attention, now what? If you want to keep the momentum going, now is the most important time to engage with your newfound audience and keep the conversation going. You don’t want to get on stage and then forget what to say, so make sure your marketing plan addresses customer engagement and builds relationships at a deeper level. Customers are now listening and wanting to find out what you’re all about.

Lastly, the BrandTuitive team is all about unexpected thinking. If you really want to please your customers, show them how much they mean to you by going above and beyond to provide the best first experience possible. Having unique packaging, a little gift to go along with the order or even a handwritten note to thank them for ordering that first shipment will really prove to your customers that they chose the right path and keep them coming back.

Next time you think about how you are going to launch that viral video, keep in mind the preparation that goes with success. Otherwise, you may have one amazing video but missed the mark on many potential loyal customers.

Unexpected Thinking Ad for Super Bowl LI

Branding Agency NYC Super Bowl

To say Super Bowl LI delivered a memorable game would be an understatement. As the first ever Super Bowl to go into overtime, fans got more than they bargained for; and if you stayed up late to watch every last second, you were rewarded with a game that you will never forget. However, not only were you rewarded with a phenomenal game; but we believe one of the best Super Bowl commercials came immediately after the game… did you catch it?

Hyundai delivered an emotional tearjerker that broke the norms of regular Super Bowl commercials and delivered on one of BrandTuitive’s key ideals of Unexpected Thinking. If you missed it, check it out here. How did Hyundai deliver? We break it down to understand what you can learn moving forward.

First, it’s clear that Hyundai drew on the emotional heartstrings of the audience. If you couldn’t keep from crying, you were not alone. The warmth and true emotion that spilled from the television set while watching delivered something that truly hit an emotional chord. Best of all, authenticity rang through and delivered on the “Better Drives Us” tag shown at the end. Hyundai didn’t try to scream how amazing they were or how much you should praise them for bringing military families together; instead, they created an authentic experience that allowed the audience to take part in the reunion without being bombarded by messages about Hyundai.

We also applaud Hyundai for taking a risk. Because the content from the advertisement was from the Super Bowl itself, the team had to film and put together the advertisement during the game. Although this was surely a stressful night for some of Hyundai’s marketing department, they stepped outside the box to deliver a one-of-a-kind experience.

Lastly, sometimes timing makes all the difference. Regardless of your background, respect for the military at a time when our country needs uniting is surely top of mind for a majority of Americans. By delivering a message to remind the American audience about how valuable simple family time can be, Hyundai delivered at a time when we needed it the most.

By delivering an emotional, authentic, risky and perfectly timed commercial, Hyundai’s Unexpected Thinking around how best to deliver on their message of “Better Drives Us” is a lesson to all of us about key elements of advertising to consider if you want to stand out from the norm.

How to Rebrand a 100-Year-Old Business

Geotechnical engineering may not be the sexiest industry, but it is arguably one of the most important. Building foundations for skyscrapers and bridges, sometimes in tricky locations such as near large bodies of water or in areas with seismic activity, is all in a day’s work for these engineers. It’s no surprise that this industry is home to some of the greatest minds out of institutions like MIT, CalTech and Stanford.

MRCE's new logo (right) and tagline speak to its work and heritage. 

MRCE's new logo (right) and tagline speak to its work and heritage. 

That’s why we jumped at the chance to work with Mueser Rutledge Consulting Engineers (MRCE), a leading geotechnical engineering firm in Manhattan. MRCE is known for its work on the foundation of the World Trade Center, which is credited with keeping lower Manhattan from flooding after 9/11 because of the “bathtub” they built that housed the buildings’ foundations.

Vertical business cards just make sense for MRCE, which builds skyscraper foundations. 

Vertical business cards just make sense for MRCE, which builds skyscraper foundations. 

The branding challenge for MRCE was how to update its image without losing the 100+ year heritage the firm has relied on to compete. As we do with all clients, we fully immersed ourselves in the company’s history, current strategic advantages and future business goals.

What we discovered is that the firm has achieved an incredible company culture where senior engineers with 25+ years experience work hand in hand with the best young minds out of the top engineering programs. We then set about bringing that ethos to life through clear brand positioning, brand messaging and a new look and feel. The results included a clean and modern logo with the tagline, “built on firm foundations.”

MRCE's new "Treasury of Knowledge" is an invaluable resource of information built throughout their 100-year history. A dedicated space for it will appear on the company's website that celebrates the many inventive solutions born within their walls that are now standard practice in the industry.

MRCE's new "Treasury of Knowledge" is an invaluable resource of information built throughout their 100-year history. A dedicated space for it will appear on the company's website that celebrates the many inventive solutions born within their walls that are now standard practice in the industry.

Through our discovery process, we unearthed MRCE’s unequaled treasure trove of 100+ year industry knowledge including street maps of underground Manhattan dating back to the early 1900s, core samples of what lies beneath skyscrapers, an in-house instrumentation lab and a library of case studies of innovations. We named this cache of wisdom their “Treasury of Knowledge” and are in the process of creating a new website experience where visitors can encounter these one-of-a-kind pieces of history.

We believe that no matter the industry, great branding can bring value to the bottom line. With MRCE’s new look and feel, the brand is poised to tell its story in a relevant way that pays homage to the past.

Bringing clear design to a complex industry makes the brand experience stronger as with these marketing materials for MRCE. 

Bringing clear design to a complex industry makes the brand experience stronger as with these marketing materials for MRCE.