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Archive

24 Jun

Posted at 20:21h in

As part of our engagement to help Ford form a fully integrated communications platform, we were asked by the Chief Communications Officer to create a Communications Manifesto for his global teams. ‘Are you ready? Communicating in a New World’ addresses the wholesale disruption of media and messaging, and the importance for brands of bringing human value to the evolving social conversation. This is best done through principled behavior that builds value at every touchpoint. And, it reflects the changing responsibility of corporate brands to convey purpose in a clearly transparent way, in order to earn a position of trust. Ford, as a company, lives a fundamental truth – that freedom of movement drives human progress – and this idea is the rally-cry of the book....

23 Jan

Posted at 16:03h in

In 2016 we began working with Ford Smart Mobility, a Palo Alto-based LLC created by Ford Motor Company to address the problems of 21st Century mobility. We helped to develop the foundational executive narrative with the Chairman. We also worked closely with the CEO to build strategic prototypes for its City Solutions positioning platform. Ford Smart Mobility had recently acquired Chariot, an urban transit start-up, and as part of our assignment we collaborated with its co-founder and CEO to position the brand for rapid growth. Latterly, we’ve worked with the Chief Communications Officer on the Ford company narrative through GTB, Ford’s agency of record....

22 Jan

Posted at 21:24h in

Winter Park is Colorado’s longest continuously operating ski resort. A place rich in colorful heritage and superlative terrain. However, frequent changes in ownership and strategic direction have resulted in a brand without a center, and without a galvanizing purpose. Destination guests had no awareness of Winter Park, and the local perception was as fragmented as the ever-changing advertising campaigns. Our first assignment was to create a strong employee culture, uniting seasonal workers and 10-year veterans alike, that could consistently deliver on the new brand promise. The successful internal roll-out included a manifesto brand film, an employee handbook and rewards and recognition programs. From there, the new brand promise was externalized for both the local and destination markets. For the first time, all stakeholders, guests and employees alike, understood Winter Park’s core differentiation and reason for being....

19 Jun

Posted at 21:12h in

Steelcase is the global leader in workspace design. They unlock human promise through insight-driven products and applications. We were asked to help establish the narrative for their worldwide marketing organization. Our work helped to express the business case for change, and to focus the company’s marketers on new behaviors needed for successful implementation of top priorities. We created an inspirational manifesto, marketing principles, an executive speech and presentation, and an experiential workshop to help teams align to the course ahead. ...

12 Jun

Posted at 22:46h in

Big Sky, Montana – home to unmatched Lone Peak. Until now, this extraordinary piece of geography was used to sell season passes, using the trademarked phrase “Biggest Skiing in America.” Additionally, a tagline encouraged guests to “Live Big,” also tying it to the resort name and size. To rise above the commoditized sale of snow and gravity, and to support a substantial infrastructure upgrade, we were asked to bring relevant and sustainable meaning to the “Live Big” positioning. We turned the spotlight away from Lone Peak, and focused on the people instead. We called it The Big You. Here, the spectacular geography becomes the rightful catalyst and backdrop for the biggest version of yourself – the one that fires on all cylinders. Part rallying cry, part aspirational motivation and 100% ownable and unique to Big Sky....

11 Jun

Posted at 16:02h in

In 2016 Ford Motor Company acquired Chariot, an app-based urban transit start-up in San Francisco. We were asked to develop key communications tools to position the young company for rapid expansion. Our work was based on a simple human insight — that every citizen lives their city in their unique way, and Chariot is a little life-hack that can help make that easier and richer. This led to the brand promise, “Your City, Your Way”. Our brand film showcases Chariot as a driver of optimism and opportunity. Our sales and marketing tools have been integrated across critical touch points including the website, app, the vehicles themselves, and launch events. Chariot is now in SF, Austin, NYC, Seattle, and London....

06 Jun

Posted at 18:00h in

Steelcase is the global workspace leader, in business to unlock human promise through workspace products and applications. Workspace Futures is the strategic insights group at the heart of the company, an experienced group of researchers, strategists and futurists who anticipate future markets and identify new opportunities. BravoEcho was asked to help create, and to visualize, a manifesto articulating their role and its impact on the success of not just Steelcase, but on all of the company's clients. We conducted a series of in-depth interviews and working sessions to uncover the team’s best potential positioning within the Steelcase ecosystem, and for external audiences. This work led us to a declarative and differentiating narrative....

05 Jun

Posted at 21:01h in

Designtex is a materials science innovator with a clientele of architects and designers. They asked us to be their partner in launching Casper™ Cloaking Technology, a revolutionary architectural film for glass walls in workspace environments. Our simple yet human positioning focused on the idea that Casper is an ingenious shield that protects intellectual property while keeping people’s behavior transparent. The campaign played off the idea of ‘cloaking’, with lighthearted, sci-fi-flavored creative including a brand film, digital, social, and email, web and a brochure. With a modest media spend, the work exceeded established campaign goals, delivering 25,000 visitors to the site, nearly 9.5MM total impressions, 0.27 CTR and a 1.7% conversion rate over three months....

22 May

Posted at 22:29h in

“The future isn’t somewhere we are going. It’s something we are creating, together, today.” This spirit informed our communications work for the merger of Johnson Controls and Tyco, two international powerhouses which recently came together as one Fortune 100 company. The new Johnson Controls is focused on advancing the human experience by creating the world’s smartest environments and energy solutions. Working as we do at the intersection of business strategy, brand, and culture, we were tasked with bringing clarity to the vision of a future shared by the combined employee groups. Subsequently, we were asked to help convey the strength, leadership, and capabilities of the new company to the financial community. Our theme for the Analyst Day event -- "Tomorrow, today" -- was an organizing idea for all content....

21 May

Posted at 18:33h in

Building on the success of the narrative-driven campaign from the last 4 seasons, we introduced a year-round platform to further build out the Live The Mountain positioning. Hardening Snowshoe’s leadership position in the Mid-Atlantic for both summer and winter, we wrote the first chapter of Mountain Rules. For a brand that delivers the quintessential mountain experience, it only seemed fitting to have an opinion or two on how to best Live The Mountain. Tongue-firmly-planted-in-cheek, that is. And for a brand that is highly social, Mountain Rules are a cornucopia of content throughout the seasons, that allow Snowshoe to bring even more cheekiness and likeability to an already much-loved brand....