Archive for brand identity

| July 22, 2011
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Imagine’s name change means seeing my new name on our new business cards (and other things)

Melissa's new Imagine Communications business card

“Melissa Biernacinski.” That’s the name on my new navy, orange and white business cards, and I couldn’t be more excited.

As you’ve probably heard, Imagine Marketing has officially become Imagine Communications. In honor of the occasion and in true communications company form, our team has been busy updating every branded material in sight – including our business cards.

When it came time to order our new cards, it only made sense to order mine with the married name I’ll take on come Sept. 7.

So here I am, looking at my new business cards that are so different and represent so many changes – all of them good.

Exciting change #1: As I’ve already mentioned, I’m getting married. As if my business cards weren’t crowded enough already with “Melissa Rothermel” on them, I’ve taken it to a whole new level with “Melissa Biernacinski.” (I thought about putting “Melissa Rothermel Biernacinski” on there – for the sake of the professional equity I’ve put into my maiden name over the years, of course, and definitely not for the pure amusement of it – but that would just be a cruel and unusual punishment for our Graphics Department.)

Gone will be the days of only the half the people I meet being able to pronounce my last name when I hand them my business card. Each time I hand out these slick new cards, I’m fully prepared to say my last name at least three or four times before I give up and move on. (Trying to get people to say a word they clearly weren’t meant to just gets awkward after a while.) But hey, at least people will stop asking whether Brad Rothermel’s my dad.

Exciting change #2: Like taking on a new name because of marriage, changing Imagine’s name after all these years is a big deal – in a good way.

 

When the economy tanked in 2008, things got a little rough for our firm. But as all good teams do in times of struggle, the Imagine team came together to tackle the effects of the economy head on – as a cohesive team. It was difficult, but in the end, we’re better for it.

Imagine’s always been good, but today we’re the best we’ve ever been. We’re equipped with new skills, new knowledge and even new people. As a result of this painful but necessary evolution, it seems only fitting that we should have a new name – and a new brand – that reflects who we’ve become. It’s like a badge of honor. (Kind of like those “I earned it” T-shirts Insanity will mail you if you complete their 60-day program and mail them your before and after pictures.)

Exciting change #3: The Imagine Communications brand has orange in it. I love orange.

All of this being said, I invite you to check things out for yourself. We’ve got a glorious new website ready for your perusal, and one of our clients, Sheet Metal Local #88, is constructing our new logo out of sheet metal as a gift as we speak.

I can’t wait to hear what you think.

Melissa Rothermel serves as Director of Media Relations for Imagine Communications. Brad Rothermel is not her dad. For the record, her dad’s name is Phil.

Contact Melissa at mrothermel@weareimagine.com.

 

Category: brand identity, Uncategorized | Tags: , , , ,
| February 15, 2010
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Package deal

Recently, while waiting in line at In ‘n’ Out (regular readers of my blog know I’m a burger junkie), I passed the time by adding up the individual item prices and comparing them to the package prices. Guess what? They’re the same.

I have to admit my surprise. As consumers, we’re trained to believe that package deals are somehow better. But as a marketer, I should have known that packages are more about convenience than savings. Convenience for the customer, certainly. But also for the business. It’s one of the reasons behind In ‘n’ Out’s legendary efficiency.

Since its humble Southern California beginnings in 1948, In ‘n’ Out has been the quintessential American success story. Here’s why:

Keeping it simple – When you stop to think about it, In ‘n’ Out features only three items – Burgers, fries, drinks. Makes it easy to order, easy to move people through those lines.

Sense of identity – They know who they are. And who they aren’t. You won’t find any ill-conceived forays into pizza or salad or Mc-anything. The philosophy is “do one thing and do it well.”

Bigger isn’t necessarily better – In ‘n’ Out won’t expand beyond the western U.S. because they’d have to freeze the beef. Frozen beef equals inferior quality. This is a company that protects the product at all costs.

Cult-like following – Nobody’s more loyal than In ‘n’ Out customers. They sport the gear, know the “secret menu” and wait in those lines. The only thing missing is Kool-Aid.

Treat the employees well – By all accounts, the help is well-paid and well-treated (compared to those other fast food joints). That’s why the smiles seem genuine. Hey, if I ever get to retire, I’ll work there for the food.

So there you go. Basic principles that can be applied to any business. What are you waiting for?

See you in line.

Brian Rouff is the managing partner of Imagine Marketing.
Contact Brian at brouff@imnv.com

Category: Advertising, brand identity, Brian Rouff, Imagine Marketing, In 'n' Out marketing, integrated marketing, Las Vegas, Public Relations, Social Networking |