January 27, 2010
Apple tablet buzz at fever pitch
By John Boudreau
San Jose Mercury News
The months of buzz leading up to today’s widely anticipated announcement of Apple’s multimedia tablet rivals that for any previous product announcements by Apple. Yet no one outside of Apple’s inner circle knows for sure what the Cupertino company will unveil at the Yerba Buena Center for the Arts in San Francisco.
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December 11, 2009
Greenwashing’s Two-Edged Sword
Thank you to those who wave the flag of “Greenwashing” at companies who are not walking their talk. I work with businesses across the country and I can confirm that the fear of being tarred with the greenwash label is a motivating force firmly in place inside Corporate America.
However, I’m also beginning to see evidence [...]
September 30, 2009
Branding Better Place: Building an Electric Vehicle Movement
This summer, Better Place won an INDEX Award in the Community category for its infrastructure that would make electric vehicles more accessible for consumers. The concept came from CEO Shai Agassi, who left the World Economic Forum in Davos two years ago inspired to make the world a “better place” by 2020. His idea, a [...]
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March 27, 2009
BRANDS TO WATCH!
Brand Packaging
Berkeley, Calif.-based Addis Creson developed a bold brand identity for the concept, and it was translated by Brooklyn, N.Y.-based Landers Miller across every touchpoint: the web site, collateral, store interior graphics and signage and, of course, the packaging, where a color-coded system helped parents navigate the age-group-specific selections and details like a custom die-cut window (revealing fun-shaped sandwiches) offered kids an unexpected thrill.
August 20, 2008
Branding the Blank Slate
The Elevance Bee
We recently launched the branding for two huge start-ups: Elevance and Better Place. Both are category creators and both present the challenge of telling a wholly new story. These are brands with no benchmarks, no successes or mistakes to study, and no competitors from which to differentiate. And, both companies have yet to sell a product.
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June 2, 2008
Addis Creson Helps Brand Elevance Renewable Sciences
Integrated brand strategy and design firm Addis Creson recently conceived and created the branding and identity for a new clean tech company.
Elevance Renewable Sciences (www.elevance.com) is the leader in transforming renewable plant-based oils into green, cleantech solutions. Elevance applies Nobel Prize-winning catalytic methods and patent-protected technologies to create and market functional oils for a range of products from cosmetics and solvents to lubricants,polymers, and antimicrobials. Elevance aims to restore optimism in the promises of chemistry.
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