From the Field
10-30-12
Creating a unique branding element to use across company franchises
By: Jim Brophy, Creative Director, LEC
We were approached by Endo Pharmaceutical in 2011 to help develop a new brand identity for a name change and diversification strategy that changed their position from a pharmaceutical company to a diversified healthcare company, Endo Health Solutions.
The process of changing industries for Endo involved the acquisition of several established brands, all with well-known names and branding already in place. It was our task to create a visual identity t...
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Ten guiding principles for your brand
Brand Strategy
06-15-12
By: Laurie Cairns, President, LEC Whether you’re launching a new brand, or repositioning or extending an existing brand, there are ten core ideas that ... > more
Five things to consider when you’re considering a brand refresh
Brand Strategy
By: Laurie Cairns, President, LEC Brand management is a critical function that often competes with other marketing functions for the time and attention i... > more
Is print still relevant?
From the Field
By: Jim Brophy, Creative Director, LEC Mention the word “print” to a client, and often you’ll get a matter-of-fact “print is dead” in reply. M... > more
You are what you drink.
Brand Strategy
06-12-12
Archetypes. The mere word conjures up the image of something old – like hunched-over monks, tirelessly scratching quill pens onto dusty scrolls in musty... > more
You’re going to love my brand—it has a GREAT personality
Brand Strategy
06-11-12
By: Karen Russell, VP Strategic Accounts, LEC Unless it’s being used to describe your blind date, “having a great personality” is something people ... > more
How often does it happen that a company or it’s people truley embody a brand?
From the Field
09-29-11
By: Amanda Onyon, Creative Director, LEC Some of you may think it’s all fluff and hype. But I had the unique experience of helping to create a brand for ... > more