WE DISCOVER BRAND STORIES AND WELD THEM TO AN ORGANIZING CREATIVE IDEA. THIS CREATES A STRONG BOND BETWEEN PEOPLE AND YOUR BRAND. THINK OF IT AS TWO-PART EPOXY THAT WON'T LET GO.
BRANDS BUILT WITH CREATIVE THINKING
Brands are built on strategy. But great brands are born from an idea, and ideas are born from creative thinking. Creative thinking is your best shot at making your brand famous and fame predicts brand success better than any other metric.
At Think+Make, we work creatively to weld brand strategy to an organizing brand idea. Think of it as two-part epoxy for branding. The brands we create don't just live in some dusty binder, they are creatively actionable. This means they create fame that attracts people to your brand.
STUFF WE MAKE
Tricalm was a new-to-the-world anti-itch lotion that was scientifically formulated without steroids. The challenge was to launch an unknown startup OTC product into a crowded and highly competitive category.
After an audit of the category we realized that the entire category followed certain norms. Packaging used threatening colors and the advertising had doctors mansplaining benefits. To disrupt this we designed packaging that used cool, soothing colors and produced a television commercial that was a parody of doctors talking down to people. The result? 5% market share in the first six months, which, in this category is significant.
Common Ground is one of the larger ACA insurers in Wisconsin. They were founded to create a different kind of health insurance. First and foremost, they are a cooperative, which means you're not a number, you're a member. The challenge was finding a brand voice and an archetype and to create advertising that attracted more members during open enrollment.
While doing research we found, not surprisingly, that people don't really love health insurance.They hate all the mumbo-jumbo, it's too expensive and they're just a number. Common Ground wanted tosolve those problems. They are honest and straightforward. This led us to the Idealist archetype and to take a challenger stance. We found when the CEO spoke to people, they had feeling she exemplified the brand. So we did a spot featuring her. The result? A 22% YOY increase in membership.
Novu Health and Revel Health each had complimentary health solutions which made a merger make sense. But it meant creating an entirely new brand. Including a fresh brand strategy, name, logo, mantra, mission, vision, collateral and website. Time was short and the new brand needed to be completed, designed and launched in 8 weeks. Impossible? Not when you have a "decide and go" attitude.
Both Novu and Revel's products worked to help healthcare companies get better compliance from their patients. Using machine learning and AI to learn what messages and rewards work to spur people into getting anything from wellness checks to screening to flu-shots.
We did research to discover the strengths and weaknesses of each brand and how they could have the best synergy. Archetype and personality surveys discovered the common ground that they shared and were distinctive from the competition.
The insights we gleaned pointed us to an archetype and personality of the Exciting Pioneer.
Remington grooming products had not done any advertising in years. The brand had sunk into such obscurity that Target was threatening to kick them off the shelves. They needed a bold rebrand.
We needed to attract a younger millennial consumer and leverage in interesting consumer insight: they were tired of the grooming world forcing perfection on them. We wanted to make the brand stand for being your authentic self. To celebrate who you were, no matter what that is.