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Looking for a publicist to build the profile of a client in the wellness space. Brief is not centered around traditional media, but rather on interviews and in-person appearances across digital and non digital media channels. Please PM me if you would like to hear more or can recommend someone. Thank you!
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my friend Alex Frakking, https://www.linkedin.com/in/alexfrakking/?originalSubdomain=ca, recently shifted to PR for wellness industry.
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Eike, Thank you very much! Would you know if he works in the UK? he seems to be based in Canada.
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He is based in Canada. But I believe that most of his clients are US based. Not sure about UK.
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Hi Carolin, I can recommend someone who previously did my PR in the corporate wellness space.
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Have you ever come across brand as a barrier or hurdle?
If so, I would love to hear what the trigger was to change this and rebrand. Was it funding related? Motivated by geographic expansion or a product introduction or the competition?
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Great question Carolin – tagging some of our community who might be able to help you
Jade Phillips, Fiona Chorlton-Voong, Emma Wallace, Iain Hunter, James McKerracher, Ryan McGee, Jason Rance, JaRoy Buffong, Elena Cobianu, Nikhil, Will Greig, Nika Talbot, Diana Shih, Alex Messianu, Xanthe Mendoza, Andrew Sabatier, Paul Spiers, Umesh Dhanji, Suni Sekhon, Ian Pate-
Thank you for sharing!
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Great question Carolin … beyond looking/sounding/feeling dated and tired, for me the biggest issue is when a brand is explicitly or implicitly speaking to a rapidly outdated paradigm that is used up, spent becoming a dinosaur, not where the narrative is at/going … old school not new school … dial up not fiber optic … red ocean not blue ocean … so last decade not contemporary. Hope that helps!
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have not thought about blue oceans in a while … you are right that this is a paradigm that applies here. too.
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If I understand your question – you are asking about triggers, internal and external, that lead to a name change/rebrand? If so, I can think of a few:
1. An education nonprofit I consulted with was born during the Cold War. They had a couple of issues that necessitated a rebrand/name change:
a. Name (an acronym) feels dated, is confusing and hard to remember
b. They grew inorganically chasing funding, wherever they could get it, so now have a disparate set of services and…
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Thank you for your thoughtful comments — interesting that you bring up legal issues at FB and Anderson. Distraction from a main business is also a great point. Have you had experience with start up rebranding — so companies that are still young?
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I worked with an early stage fashion startup that told us that they wanted to rebrand in year 2 because their growth had stymied and they were not acquiring new customers. We pushed back because the issue was NOT their brand identity but their business model which was not working.
This is a problem I have encountered many times in my career (not just startups) when people feel unable or too overwhelmed to fix the more difficult, underlying business issue, they jump to a rebrand as an easy wa…
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Very fair point! Could not agree with you more about Peleton. I do think that brand also extends to partnerships, content strategy, customer experience, internal culture and even product …. and it often only see as visual ID and packaging.
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Agree 100% with you about the brand. It is intangible and not the superficial elements we attach to it. The best definition I have come across is by Jeremy Bullmore:
“People build brands, as birds build nests, from the scraps and straws they chance upon”. It could be a big nest or a small one, it could be elegant or messy, it could be strong or vulnerable, made of many materials or just a few. All of that will depend on the scraps and straws the bird finds.
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Hi Carolin Greiner, visual strategist and designer here.
The answer is yes, but I’m usually only approached once the brand has been identified as the hurdle or the rebrand question has been raised.
In saying that, I always undertake an intensive discovery workshop with my clients to reaffirm the level of the rebrand, and the following are my lines of inquiry which may assist you in establishing if the question should be raised…
Initially I like to assess the two main situ…
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Xanthe — thank you for your very thoughtful comments. I think your point about a refresh or an evolution is very right …a complete rebrand does not often happen. You are also very right about the implementation and companies needing to align on this early in terms of human and capital needs. Have you also worked with young start ups needing to rebrand? I will check out your work … perhaps there are synergies in what we do.
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Hi Carolin, as already touched on by others above its often more than just the actual brand name but how its conveyed to a new or changing audience (as per Nikhil’s examples of WW and Dunkin). When I was part of the team at Speedo it was about retaining the name but repositioning the brand to engage with new segments around Fitness , Health & Wellbeing, as well as the traditional core of Competitive Swimmers. Move consumers away from old associations with swimming at school in chlorin…
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Jason — thank you for these examples. Burberry’s is definitely one of my favorites. I saw on your profile that you have also worked with PE and VC-backed businesses. I wonder if the question of brand ever came up with these younger businesses. Perhaps we can have a chat about this. Let me know, Carolin
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Carolin – RE: PE & VC businesses, brand certainly came up in terms of how we wanted to position ourselves in a new market and convey our USP. For example, at The Risk Advisory Group we wanted to convey we helped our PE and I Banking clients manage risk and realise opportunities (predominantly in emerging markets). We wanted to address the area of managing risk (integrity & political) in order to realise opportunities so it was seen as a negative but rather an enabler etc. Happy t…
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Looking to connect with consumer gut microbiome start-ups that are at the Seed stage — and will go out for Series A funding. Let me know if you have any ideas, connections … Thank you!
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Hi Carolin – tagging some people who might have some connections in this area – Barbara Pusca, Akul M, Hannah Musisi, Tristan Dugmore, @natgom, Sabina Firtala, Tina Louise, Lisa Li, Halima Rahmtoola, Jack Ziomek
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Natasha — thank you very much for your reply. Its interesting that you mention Founders Factory. How did you manage to get involved with them and get invited to one of their events? I spoke to someone last summer, about working with founders after they ’graduate’ from their program, but have not been able to connect with them again. The stage of start ups that they focus on is very much aligned with my target customer. Would love to hear your thoughts. Thank you! Carolin
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I have a few connections in this sector – what exactly are you looking for with or from these startups, Caroline?
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Tina, thank you for your message. I am looking to help them create a consumer brand that will help increase revenues, reduce customer acquisition costs and even help with fundraising. A lof these companies are science based and don’t know how to do this. If you have ideas, perhaps we can have a chat. Thank you again.
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Hi Carolin, that’s a great point – let’s have a chat indeed! They seem to grow by wom, or organically, without much strategy to it too
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*********@gmail.com
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A client of mine is looking for a GRAPHIC DESIGNER to develop all launch materials for the brand.
GRAPHIC DESIGNER JOB SPEC
About Aura
Aura is an innovative platform that empowers people to take control of end of life decisions and to celebrate life in more meaningful ways.
We’ve already helped 80k people in the UK and we’ve recently raised funding to supercharge the growth of the company. The company is young but has an exciting trajectory with exponential growth forecast in the next 12 months making this an extremely exciting time to work with us!
About the role
We’re looking for an experienced, passionate and creative freelance graphic designer on a short-medium term basis to help us create our key marketing materials, such as our brochure, downloadable guides and social media and email marketing collateral.
Required skills
Print design
Illustrations
Creative direction
Desirable skills
Illustrations
Motion graphics
We’re looking…
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Hi Carolin, thanks for sharing this amazing opportunity. Tagging some graphic designers from our community – Valeria Conti, Amy Davis, Sofia Nissilä, Lizelle Rossouw, Chandra Kumar, Paola Dalman, Tanmayi Reddy, Teodora Encheva, Matteo Bisato, Preetika Agarwal
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Hi Carolin. Matteo (Matteo Bisato) and I are two graphic designers that collaborate together. We are available to help you with your project and we can handle it as a team. Here is a link to our online portfolios: https://valeriaconti.com/work – Matteobisato.design
Please get in contact if you would like to have a chat about the project.
Thanks
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I finally thought, that it was time to share some of the work I have been doing for one of my clients, Tonic Health. This is a video we produced for Seeders. A lot of brand rework preceded this video. Like many start-ups, Tonic had a brand .. but it was not distinctive and had been created haphazardly. The founder was smart enough, that he need to relook at brand before starting to scale the business further. Today, Tonic has a brand strategy and vision that will be able to carry it forward in the long-run and help with strategic and financial decisions, as well as content, partnerships and more.
https://www.youtube.com/watch?v=yqmR7amK_iU4d&feature=youtu.be
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LOVE this Carolin and great to see your talented work! Having gone through the blood, sweat and tears of a crowdfund video shoot – I completely appreciate the quality of this!
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Great video Carolin, super interested to see what’s in store!
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Hi Carolin, thanks for sharing – tagging some PR experts who might be able to help or who might know someone who can – Caryn Watson, Chris Wilson, Daniel Johnson, Himanil Bose, Antonio Arch, Stephen Fleming