DIGO Brands The Marlboro Cowboy
If you ever doubt the power of what we brand builders do, pause briefly to consider the Marlboro Cowboy.
This image helped to addict millions. This after it transformed a minor women’s cigarette brand into a legendary masculine number one brand smoked by men and women alike.
Consider what that word “Cowboy” means to the American psyche, and indeed to the world. This is branding and image-making par excellence. (more…)
DIGO Brands Your Green Actions
Fresh in-market work from DIGO for brilliant client Recyclebank, the leading rewards program for your recycling and all your green actions. We’re so proud of this work and the impact it can have on families, communities and the environment we all share. We also think it’s a beautiful, elegant solution and we like looking at it! But… before you do, will you do something that will make you feel good? Go to Recyclebank.com and sign up to be rewarded for your green actions. It’s Free. There is absolutely no cost or obligation. No cost to you, ever. And, you get stuff… just for being good to your environment. You recycled. You carpooled. You rode your bike. Just report it on the site and Recyclebank rewards it. It’s “the first rewards program approved by planet earth!”
Recyclebank
Growth Key: Brand A Category/Incite A Local Response
Initially tapped to launch and test local response marketing campaigns for Recyclebank, DIGO soon recognized that a brand positioning obstacle stood in the way of growth. A series of insights quickly surfaced a huge opportunity. There is a “rewards program” category. Consumers understand this. Recyclebank can own a positioning as the rewards program for green actions. We translated this positioning into the campaign theme “The Only Rewards Program Endorsed By Planet Earth.”
Finding The Right Ideas
We are in the idea business. Actually, we’re in the business of executing ideas in service of very specific goals. But, to do so, we need to generate a large number of ideas. And, to do that really well, we spend a fair amount of time thinking about how to get to the greatest number of ideas and then how to separate the good — and even the great ideas — from the right ideas. (more…)
DIGO Brands Brands’ Brands
Mark DiMassimo, seen on the left, discusses company brands and company performance on CNBC’s Power Lunch. To watch the clip click the picture above or click here.
thinkorswim
Growth Key: Celebrate Intelligent Risk-Taking.Quadrupled new accounts, lowered CPR, grew brand which eventually was sold to TD Ameritrade for over $600MM. (more…)
Kozmo
Growth Key: SHOW WHO’S COMING.Launched a new category, not just a new brand with end-to-end branding and communications.
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