GREAT BRANDS ARE REFLECTED, NOT INVENTED.
By Charlie Stephan
When we build brands at Swanson Russell, we don’t invent them from scratch based on what we think looks or sounds cool. We find what’s already true and say it in a way people can’t ignore.
Creating an identity out of thin air leaves you with a brand that’s just that: thin. The best brands reflect an existing truth about the company, and do it in a way that the audience pays attention to and believes.
Read ArticleA Fish Story: Making A Real Connection On The Water
By Jon Lundeen, Senior Writer / Producer
A native Midwesterner, I grew up around walleye, crappie, and bass anglers. I know my audience because I went to school with him. I’m neighbors with him. I’ve spent Saturdays out on the water with him. But the saltwater angler is a different animal, not found in these parts. With Humminbird placing more emphasis on this key audience, I needed to see what made him tick.
Read ArticleHunting With Gus: Stories From Our Founder’s Son
By Mark Swanson, Print Production Manager
You could say hunting and fishing are in our DNA — quite literally. Our founder, Gus Swanson, was an avid outdoorsman. It’s a passion he shared with his son, Mark, who serves as a Production Manager in our Lincoln Office. We asked Mark to share a few hunting and fishing memories from his youth.
Read ArticleTalking The Talk: Translating An Outdoorsman
By Brian Boesche, Partner / Chief Creative Officer
One of the things I like best about writing for hunting and fishing is that we get to use our own language. What might seem part of the bizarro world to others is perfectly acceptable among sportsmen (and women).
Read ArticleHow I Learned The Best Ideas Make You Nervous
By Katie Sands, Vice President / Account Director
There are a hundred reasons not to pursue the crazy ideas — sometimes really good reasons. But other times, there’s an oddball idea that captures your attention, and if you’re lucky, your client’s and audience’s attention as well.
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