randall beren positively brighter marketing positively brighter marketing

KICKFIRE

Make Great Marketing TogetherKKKicicicKKKFFFireireireireireire

randall beren positively brighter marketing positively brighter marketing

KICKFIRE

KICKFIRERE-BRANDING INITIATIVE

Challenge

Distinguish newcomer AccelerateNow in a crowdedmarketplace of similar companies offering software-as-as-service

marketing project management solutions

Key Strategies

Re-name company and product KickFire to convey the“smashing success” professional marketers are capable of achieving

using the software’s communication and collaboration tools

Introduce high-level brand messaging in the form of a tagline that simply and powerfully communicates the products key

feature (collaborative marketing tools) and key benefit(creating successful marketing campaigns in a team environment)

Tagline

Make Great Marketing Together

Media

Brand IdentityBrand Tagline

Business Systems

Agency

Cymbic Interactive /Profile Design

Role

Brand StrategyNaming

Copywriting

randall beren positively brighter marketing randall beren positively brighter marketing positively brighter marketing

DOS EQUIS

Dos EquisOriginal Website Branding

Challenge

Develop brand strategy and messaging for Dos Equis’ first consumerwebsite that compliments and expands upon the current advertisingcampaign - Viva La Revolucion! - and further helps move the brand

“beyond burritos” in the minds and purchasing habits of consumers.

Key Strategies

Translate “Viva La Revolucion!” into “Live the Revolution!” and develop a socially responsible web campaign that encourages visitors to live a purposeful, free-thinking revolution of mind, body and spirit.

Position Dos Equis as a conscientious beer brand that doesn’t engage in the silly, sexist or scheming

marketing tactics normally found is beer promotions.

Create a “manifesto” that articulates this strategy and invitesvisitors to Revolt, Research, Rethink, Respond and Recreate to

navigate through the site and participate in the campaign

Key Messaging / Tagline

Live the Revolution!

Media

Consumer Website, Online Promotion

Agency

Real Branding

Role

Strategy, Copywriting Creative Direction

randall beren positively brighter marketing positively brighter marketing

NATURAL CASTLE

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NATURAL CASTLE

Natural CastleEnvironmental Home Center

New Branding Initiative

Challenge

Brand a new sustainable building supply retailer after the merger of two previously independent companies - Environmental Home Center and Environmental Building

Supplies - to better position itself for growth, expansion and marketplace supremacy

Key Strategies

Name merged company Natural Castle and retain company #1’s name as the descriptive, sub-brand name.

Natural Castle is both what customers aspire to create(a healthy, safe, environmentally responsible home) and what

the stores themselves are (green building “super centers”).

If every man’s home is his castle, every green-mindedperson’s home is his or her Natural Castle.

Natural for its eco/green connotations. Castle for its sturdy/durable/built-to-last andstately/regal/chateau/mansion connotations.

Key Messaging / Tagline

Build Green. Live Grand.

Media

Name, Identity, Tagline, Retail Design System

Agency

Waterseed

Role

Strategy, Naming,Design, Copywriting

randall beren positively brighter marketing positively brighter marketing

UT-STARCOM

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UT-STARCOM

UT-STarcomFirst U.S. Branding Campaign

Challenge

Develop comprehensive brand platform for leading Chinesetelecommunications business entering U.S. marketplace.

Key Strategies

Position the company as offering “tomorrow’s technology, today.”

Turn the liability of the nondescript “wedge” logo into an asset by embodying it with meaning to represent the company’s “cutting-edge” technology

Introduce five brand tenets – Innovative Technology, Invaluable Investment,International Scope, Interpersonal Service, Integrated Solutions – to vivify

and delineate the company delivers “cutting-edge” proposition

Corporate Tagline

Next Generation Technology. Now.

Brand Messaging

Cutting Edge is... Innovative Technology, Invaluable Investment, International Scope, Interpersonal Service, Integrated Solutions

Media

Brand Messaging,Corporate Tagline

Collateral, Website

Agency

Cymbic Interactive /Profile Design

Role

Brand Strategy,Creative Direction

Copywriting

randall beren positively brighter marketing positively brighter marketing

DEL MONTE

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DEL MONTE

Del MonteFruit Smoothie Blenders

Product Launch Advertising

Challenge

Create memorable, enticing advertising to engage mothers, students and others who love smoothies, but previously had to go outside-the-home to enjoy one

Key Strategies

Showcase the packaging prominently so consumers can easily recall and identify the new product in their grocers’ freezer section.

Bring the animated packaging to life with photo-realistic imagery to further reinforce the product

Emphasize the product’s ease-of-use and make-at-homefeatures with fun, attention-grabbing, high-impact headlines

Key Messaging / Tagline

Real Fruit. Real Convenient. Just Add Ice and Blend.

Media

Full-Page Newspaper Advertising

Agency

McCann-Erickson

Role

Strategy, Copywriting,Design Concept

randall beren positively brighter marketing positively brighter marketing

BOOSTWORKS

randall beren positively brighter marketing positively brighter marketing

BOOSTWORKS

BOOSTWORKSBrand Enrichment

Challenge

Enrich brand to better convey the company’s “performanceenhancement” niche in the network software technology space

Key Strategies

Change tagline from “Accelerating the Last Mile” to“Fuel for Fast Networks” to more clearly and more memorably characterize the company’s key offering

Introduce the a gas can symbol to serve as an iconographic memetic used on all branded marketing materials

Expand “fuel for faster networks” concept to a unique,buzz-creating trade show theme featuring a booth designed

to look like a service station – information kiosks in theform of fuel pumps, tool carts used a presentation desks,Union 76-like signage, staffers dressed in mechanic shirts

with embroidered name patches – and a “free gas for life”promotion aimed to drive booth visits and demo trials.

Brand Messaging / Tagline

Fuel for Faster Networks.

Media

Tagline, Collateral Advertising, Website

Trade Show Marketing

Agency

Kimball Group

Role

Brand StrategyCreative Direction

Copywriting