A few weeks ago I was fortunate to attend the all-company 2013 kick off meeting of a client, The Steve Trautman Co. This Seattle-based client runs a consulting company that has been setting the gold standard in knowledge transfer solutions for the past decade and serves a blue chip client list, such as Boeing, Microsoft, Costco, Nike, Goodyear, Cadbury, Electronic Arts, and others. HeLT began working with The Steve Trautman Co. in 2010 and led the company through a rebranding, using our C.O.R.E.E Brand Positioning process. We repositioned the company’s brand to focus on their leadership in knowledge transfer, changed the company name, streamlined their product offerings, and devised a simple way to present what they do to the marketplace (e.g. introduce their knowledge transfer tools as a simple, 3-step process). We have continued to work with this client to provide on-brand marketing services…. Learn More…
Branded Coffee Mugs & More — a HeLT Client Puts Their Branding to Use, with Results
HeLT Celebrates 5 Years!
HeLT Consulting + Services, Inc., your friendly Chicago branding firm, celebrates its five-year anniversary this January 2013 with a new look, updated website, and the addition of a new member to our team.
Our redesigned website, courtesy of Megan Coleman Designs, was launched not only to put our best face forward, but also to give visitors a greater understanding of the benefits of branding and why HeLT cares about your brand so gosh darn much…. Learn More…
Rebooting an Iconic Brand: Oreo Cookies in China
[Repost from older blog. Original posting date: Sept. 23, 2008] The case of venerable American company Kraft Foods and their foray into the Chinese market with the top brand in their Nabisco cookie line—the iconic Oreo—is a great example of a crucial tenant of branding: your brand is unlitmately not yours—it’s the world’s.
The Oreo has long been the best-selling cookie in America (a Kraft claim that no one seems to be disputing). It’s now also the best-selling cookie in China—but this wasn’t always so for the tasty two-toned treat. When Kraft Foods first unveiled the cookie to the Chinese in 1996, and then up until 2005, sales were less than stellar. … Learn More…
