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The branding of human capital


Recently, the business community across the United States is finding it more difficult to attract and retain talent. While some businesses have tried to create a better work environment, others have tried to create a vision of their company that is at the intersection of brand and culture.

Look to the past for future innovations


Brands continue to look for breakthrough innovations. It is possible to look to the past for design inspiration as well as human behaviors that can be used in the future.

Marketing strategy with purpose. Turning consumers into brand ambassadors.


You have optimized your website, put your pay-per-click strategy in place, secured back links to your website and have built Facebook and Twitter pages.  All tactics to create traffic to your site. Now that you have visitors to your site, how do you engage with them? Do you connect with them in a way that identifies with them deeply or do you just “sell” them?

The different way of thinking


For many years business leader have been asked ”what keeps you up at night.”  Rather than focusing on what many times are either issues that are out of your control, a better approach is to focus on “what wakes you up in the morning.”  Initiatives or strategies that excite you are more than likely to result in long term solutions that cause change, sustainability and focus on the core of your business.



Bob Diakow Brand Development • 248-231-4478 •


Faygo has been a brand that has always fought for shelf space while continuing to create a presence in the soft drink category.  Faygo Beverages’ brand has always been considered a “value” brand within the soft drink category.  However, in order to gain on market leaders Coke and Pepsi, Faygo was going to need to establish its unique flavors as an alternative to the cola leaders.

The decision was made to target a youth audience that would identify with the flavored fun names. This was achieved by creating a strategy that brought the product to life and give them personalities.  The strategy was carried out through point of sale, packaging, truck graphics and FSI ads.