Point of View

Guiding a Corporate Rebrand From Start to Finish: Michigan Mutual, Inc.

This past January, the Identity team took on the challenge of launching three (yes, three!) new brands in five days. With specialists in brand experience, creative, media relations…

Commercials: Over and Over and Over

I don’t want to sound too much like Andy Rooney here (now try to not read this in his voice). I watch limited TV, but when I do,…

Big News From Identity – New Partner & Video Series

Today is an exciting day at the Identity office! First, we just announced that Andrea Trapani is now partner. She’s joining Mark Winter to help us continue growing…

Understanding Brand Strategy to Better Understand Customers

My philosophy on brand strategy has always been simple: Listen to what your market wants, and then give it to them. It sounds too easy to be true,…

Brandjacking—What’s Mine is (Not) Yours

I started my Wednesday morning last week with a very disturbing e-mail from Brandon Chesnutt, our director of social media, sharing two unbelievable screen shots from a new competitor…

Change & Farewell Wishes

Peter Drucker said, “Entrepreneurship is neither a science nor an art. It’s a practice.” With the help of many amazing people, I have had the honor and privilege…