May 2, 2013

Visiting the Nike campus in Beaverton, Ore., is a surreal experience. You leave the normal, sleepy world of suburban Portland and enter a world clearly focused on winning. Across the campus — from the iconic Michael Jordan statue to buildings named after the all-time bests in sports — the brand identity couldn’t be more clear. [...]

Keeping Your Brand Unified and Wires Uncrossed

May 1, 2013

One of our favorite brands to talk about here at The Starr Conspiracy is Geico. They have a clear brand archetype, but they also have many different messages that support their brand as well. Everyone knows that insurance is a boring, commoditized product that everyone has to buy. So Geico sets out to make us [...]

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Brands Anchored in Feeling Have Creative Freedom

April 30, 2013

Feelings are important to people — they induce memories, guide decisions, and can impact other associations. Brands and feelings should be developed hand-in-hand. As Interbrand says, “After all, brands evoke emotion. They are personal. They fulfill and delight us. They are reliable, familiar, exciting, surprising, and ever in the backdrop of our lives. They are [...]

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