Crossing the Threshold of Easy

For years, I read about Skype, and enjoyed the concept, though I didn’t use it. Didn’t have the need for free point-to-point Voice-over-IP, given my calling patterns and calling plans. It meant a little bit of trouble – hooking up a mic/headset, calling through my computer – not hard, but it was a few steps I didn’t feel like taking.

The quality of VOIP kept improving, however, and many people signed up for Skype accounts. Then they added video. Now that’s interesting – but again, it meant hooking up a webcam, doing an initial setup, taking some steps to use it – a change in workflow. Nah.

After managing to spill some coffee on my laptop keyboard, I had to buy a replacement Dell, and this model had something new to me – a built-in webcam and a built-in mic/audio system of reasonable quality. Finally, I re-considered Skype, because it had crossed the Threshold of Easy – a quick download, and it just worked. Plus it gave me something new: on-demand and free video calls.

I’m not tech-shy, but I’m not a first-adopter – I don’t chase gadgetry and spend lots of time doing configuration and troubleshooting. I want stuff to offer me some kind of benefit and at the same time, delight me with ease of use. That’s why I was so relieved to get rid of my cell phone and become an iPhone fan – it not only works, it leaps over the threshold of easy. By and large, the Tivo experience has been that way as well.

Over the years, I’ve had a chance to use, and sell, lots of products. Most suffered from a distinct lack of ease of use. Software interfaces designed by engineers who care only about functionality have been a particular grief. If you’re making my life harder instead of easier, you’ve already failed. Go back to the drawing board, and include a creative usability person in the ground-level design process.

If you’re going to create a product or service, put an awful lot of effort into crossing that threshold. It may well be the difference between something that garners a few percentage points, and something that’s a smash hit. Make it, not just able to do things, but EASY.

What are you a fan of that crossed the threshold of easy for you?

Taking the iPhone plunge

OK, I finally did it.

Tired of a cell phone that wasn’t a great performer, and wanting to consolidate a number of functions (contacts, calendar, e-mail, music, etc.) into one device, I decided to shed the old technology garments and jump into a stylish new Apple iPhone.

I figured it was going to take a number of days to “figure it out” and bring the system up. Nope. In very little time, I had it activated, sync’ed up my iTunes music, connected to my Yahoo mail account, and easily explored many of the other wonderful functions of this very cool device.

First impression – where has the rest of the software design world been all this time? What a fabulous interface! As I have mentioned often to my clients, I am not at all easy to impress when it comes to interfaces – I’ve seen far too much user-hostile and non-intuitive design. The iPhone, however, is a delight to use – I was texting my 17-year old son in no time (and was he shocked when he found out I’d gotten an iPhone!) and my one concern – the flat-screen “virtual” keyboard – quickly became a non-issue when I began to use it. Sweet.

So, all you veteran iPhone users out there, help me out. What are some of the best tricks you’ve found? What are the free downloads and other goodies you’ve come across that you’d recommend? Tell the world (well, OK, at least ME) in the comments how I can better use this thing. Because if there’s such a thing as love at first sight when it comes to communication devices, I think I just took the fall…

Pharma Web Branding, Part 2 – GlaxoSmithKline

In my continuing series on how pharmaceutical companies engage the public with their brand on their website homepages, this week we’ll take a look at www.gsk.com (last week was Pfizer’s turn!)

Glaxo became a Top-5 pharma company through a merger strategy. SmithKline Beecham joined Glaxo Wellcome to create…well, you know the tale. Merger mouthful. Most people now find it easier to refer to the company as “Glaxo” or as “GSK” – my bias is well-known about munging together a bunch of legacy names to come up with a run-on-sentence for a name.

And, I will admit, that when the merger occurred and the new GSK logo was unveiled, I found it to be an underwhelming moment in marketing. My first impression: an orange guitar pick. And to this day, that is all I see.

Turning to the public website, in the browser title bar we see this tagline: “Improving health and quality of life.” As with so many pharma companies, absolutely bland, obvious, and non-distinguishing. That phrase could be used about bottled water, vitamins, exercise machines, and a book on therapeutic massage. Sigh.

Nonetheless, the website itself has some reasonably engaging design features. Unlike Pfizer’s, panned last week for trying to say too much, the current GSK site presents a compelling “story” front-and-center: The Menace of Malaria. The two brief blurbs, with accompanying graphics (the mosquito is very effective), draw the reader in to explore further. By focusing on ONE thing that GSK is actively working on, the site makes it easier to dig in.

Of necessity, for a major pharmaceutical company, there are many links and potential destinations, and this site does a pretty good job using smaller navigational areas to direct the users to various areas of interest. The drop-down boxes toward the bottom right are a particularly effective way to give choices without an overwhelming, in-your-face list. Since there are so many choices, it might be a good idea to use simple rollover technology to provide brief snippets of information when people mouse-over the menu items (for instance, why would I want to take the survey?)

Below the graphic shown here are some other helpful links, including recent news releases, Quick Links, up-to-the-minute stock prices, and an RSS feed for newsreaders (every company should be doing this nowadays).

Yes, the site is a bit busy, and the type quite small in many places, but for a company this size, it’s difficult to know what to leave out on the home page. GSK has done an admirable job making a large amount of information accessible without it being overwhelming.

Sweet Success

From an article in Entrepreneur magazine (print, not yet on-line) with the above title:

When Lori Karmel bought We Take the Cake, a Fort Lauderdale, Florida bakery with lackluster sales, she wasted no time turning it around. Her strategy: Amp up its image…She set out to add what she calls the “wow” factor. “We had very high-quality cake, but our image just didn’t match,” says Karmel.

She brought in a cake designer to create eye-catching edible works of art. Now the cakes are shaped like everything from designer handbags to skateboards. “The design grabs people’s attention,” says Karmel. “Then they taste it and are hooked.”

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You can see how this plays out on their nicely designed website.

Let’s face it, cake is (by and large) a commodity. However, make it an individualized, multi-sensory experience, and it becomes something else entirely. A success story.

Washing my Hands of the Brand

I’m not picky about “personal care” items. However, there is one brand of hand soap that has broken through the commodity of clutter; one brand that actually makes me look forward to washing my hands.

Bath and Body Works antibacterial soaps.

Why?

First of all, they look great. The packaging design is modern and nifty, and the soaps themselves typically have some color variations that add texture and interest.

Secondly, they smell great. We’ve tried several varieties, and they have all been interesting (my favorite: cucumber melon). After I wash my hands, I smell them – because the scent is wonderful.

Do I care about the antibacterial part, or about vitamins E and B5? No, not really. I just enjoy the sensory experience of the soap – far more than any other soap I’ve used.

“I’d like some Moskowitz, please!”

For years, I heard the ads on the NYC radio airwaves. “We don’t arrange loans, we make loans! We write the checks.” It was the M.L. Moskowitz company, pitching their services.

Suddenly, a few years back, I began to hear the same pitches but under a new name. Equity Now. Somebody at this company “gets it.”

If I’m in the market for a home equity loan, I’m not looking for a Moskowitz. I’m looking for a loan against my equity. Now. Many companies make the mistake of branding their organization with the name(s) of the founder(s). Big mistake. It’s not about you. It’s about me, the customer.

They took the company name, and, by re-branding, aimed it properly – at the felt need of the audience. With a more-than-implied promise – NOW.

Since I’m compulsive about these things, I listened carefully to make sure that I had, indeed, witnessed a smart branding move. Sure enough, at the end of the radio blurb – “Equity Now is an M.L. Moskowitz company.”

Have I ever called them? No. Am I likely to? Not that I can anticipate. But did they get my attention with that little branding twist? Sure enough. And now they have yours also.

My Most Popular Post – I Can’t Believe it!

Like most bloggers, I like to peek “under the hood” and see which posts generate the most traffic. And, since search engines drive so much surfing these days, it’s particularly enlightening to see which terms are used frequently that draw people to my site.

Some of the searches are truly bizarre. Why my site comes up in response to certain word combinations (some of which I won’t reproduce here!) is sometimes a mystery!

But what query brings the most visitors? Dr. Pepper’s 23 flavors.

I did a post on this marketing campaign some months back, which I consider a brilliant move by the Dr. Pepper folks. In that post, I mentioned how this “23 flavors” theme creates a sense of mystery – so just what are these wonderful flavors?

And, sure enough, tons of people are searching the Internet trying to find out! They come to my site because I did a post – not because I can reveal the “23″ secret! – but I suspect folks are rummaging around the web trying to find the answer to this puzzle. It’s a great marketing concept.

I don’t think it would work so well for bottled water, however…

Three E-mail Marketing Services to look at

I have a weekly e-newsletter that goes out to my pharmaceutical clientele, and for that, I use Constant Contact. Why? Because I saw their logo at the bottom of other newsletters that I received over the years, and when it was time to start my business, they were a familiar name. And, I’ve had no disappointments – it’s been easy to use, without glitches.

I have also heard good things about ExactTarget, and I’m sure they’re worthy of consideration as well.

If I were starting from scratch, however, I’d certainly take a look at Emma. Why? I love the “attitude” on their website. And then there is this testimonial. And, they’re in Nashville, next to my old stomping grounds at Vanderbilt. Some people shy away from the human element in their web presentation, but these folks revel in it, and for certain types of services, I think that is quite appropriate.

Back to the Past

Every once in a while, my eye catches an advertisement on-line that forces me to click – not because I care one whit about the thing being advertised, but because the graphical design or message is so compelling.

Yes, I’m sick. I know.

This morning, it was a banner ad for Ancestry.com. I thought that the logo, the color combinations, and the typeface were so well put together, that I had to go to the site. And I was not disappointed. A great site design – very pleasing to the eye. Somebody with real talent did this interface.

I have a mild interest in genealogies – nothing inordinate – but if I ever want to dig deeper into the past, guess where I’ll go?

A not-so-regular marketing campaign

The Wall Street Journal’s Marketing section this morning has a very interesting article about P&G’s new marketing approach for Metamucil, the fiber supplement typically marketed for “regularity.”

Now, they want to tap into the endless well of vanity/health/beauty dollars by re-positioning it as a product whereby you can “Beautify Your Inside.”

From the article:

Nowhere do the ads mention “regularity” or “constipation,” as the old ones did. Instead, a voiceover coos that Metamucil does more than “cleanse your body,” and explains it is useful in reducing cholesterol and fighting heart disease. “Just add Metamucil to your already diva-conscious diet, and your insides will be haute, haute, haute,” say the print ads that will start this spring, featuring a young, slim model with the caption, “Drop-dead gorgeous guts.”

“When you feel healthy on the inside, it really does affect how you project yourself on the outside, and how you really look,” says David Corr, executive creative director for Publicis Groupe, the agency that created the Metamucil ads. “Sure you want to put on a nice dress, but why wouldn’t you want to tone your insides, too?”

I have three things to say about this morning’s marketing read:

1. P&G’s approach is brilliant. I predict that it will succeed. People will grasp at anything to try to feel both beautiful and healthy, so why not some intestinal mascara?

2. The WSJ did a great job of tantalizing to the article by putting an enticing picture up on the masthead, with a lead-in to the article entitled, “Why P&G sees Beauty in a Laxative.” Great blurb – somebody there has been digesting the book Made to Stick.

3. This whole thing about inner beauty via fiber intake is a crock, of course. It also leads to some imaginatively funny alternative taglines, most of which I cannot write in this blog.

Well, I’d better stop here – time to shower, shave, down some castor oil, and face the world!

Giving Citi some credit

It’s easy to pick on the foibles of various companies when they do something wrong. But it’s always nice to point out when a company does something right.

I recently got a Citibank credit card. I had a minor issue to clear up, so I called the toll-free number shown on the card. From there, FOUR things went right:

1. Almost immediately on the automated phone system, the option was given to reach a human being. Having just yesterday been through touch-tone purgatory with my ISP, this was a refreshing change.

2. A person picked up right away. On a Saturday morning. Nice.

3. As I explained the situation, she instantly understood the issue and said she’d take care of it. No fuss, no muss. Nice job, Yvonne.

4. Then, when I mentioned one slight anomaly on the website when I logged in, she said she’d have the web person take care of it right away.

How to build customer appreciation and loyalty? Here’s a good 4-part starting point!

New DVD – it’s in the cards

One of my sons just came home with the new James Bond DVD (Casino Royale). Ah, but this was no ordinary DVD packaging. This oversized box contained, not only the 2-disc movie edition, but also 2 decks of cards (with Casino Royale “branding”) plus one high-quality poker chip.

I’ve always been a fan of “enduring” give-aways – swag that you can’t bring yourself to throw away because it is perceived to be too valuable, too useful, too unique, or too attractive. Pens – too much competition. Labeled candies – barely any shelf life. But these playing cards won’t be easy to toss out. My Impactiviti tile coasters – too nice to toss. I also find it very difficult to toss pads of writing paper – I still have some from conferences years back.

If you’re going to give out a goodie, make it something hard to part with – be sure it passes the “toss test”!

Chuck talks

Great billboard put up by Charles Schwab, as we approach tax season. Very simple, very effective:

IRA. Or IRS.

What else needs to be said?! Punchy and compelling message, with 8 letters. Fabulous.

Are your ideas Made to Stick?

This will be the best business book I’ll read all year. I know that already.  And if you need to communicate with other people (who doesn’t?), it may be one of your top picks also.

Made to Stick has the telling subtitle, Why some ideas survive and others die. The main thesis is this: there are ways to package your ideas that allow them to stick in the minds of your audience. Building on a key concept (“stickiness”) from Malcolm Gladwell’s seminal book, The Tipping Point, authors Chip and Dan Heath uncover the anatomy of ideas that embed themselves into the minds and hearts of people.

 The book is clearly written, very approachable, and filled with memorable examples that, of course, exemplify the main intent of the book. The principles outlined are nothing earth-shatteringly new, but they are presented in such a way as to provide a practical call to arms for more skillful and creative expression.

According to the authors, communication that sticks needs to maximize simplicity, unexpectedness, concreteness, credibility, emotional connection, and the use of stories. When you think of some of the world’s best communicators, you see the fingerprints of these practices all over their preserved productions.

This is a passion of mine – distilling down to the core idea and expressing it well, whether in writing, public speaking, teaching, or any other format. I see this skill as the key success factor in creating good branding – but I think the principle applies equally to training, copywriting, and even parenting. I recommend this book highly to anyone who seeks to communicate more effectively.

No Wimpy Wines!

It’s hard to distinguish yourself as a winery. Apart from the wine elite who closely follow ratings and tastings and such, how you stand out among the masses who view a bewildering array of wine bottles on the shelf? How many people just give up and buy a red with an interesting label, because it was…a red with an interesting label?

Now, I buy a variety of different wines, and I do read ratings. If I had an unlimited budget, I fear how extravagant this habit could become (not that I would mind dealing with the temptation, don’t you know!). But I admit to a soft spot in my heart for Ravenswood Winery. Not only because they make some really nice reds (especially Zinfandels), but because they actually hit on a great branding approach.

Ravenswood’s tagline is No Wimpy Wines! Simple, memorable, and a bit sassy. While the elitist might consider this approach just a tad plebian, for the vast majority of wine buyers who are looking for a good quality, hearty wine, this is great branding. It makes Ravenswood stand out, and the phrases taps into something “aspirational” – after all, who wants ANYthing wimpy? Finally, it passes the T-shirt test (yes, I have one with the crossed-out Wimpy Wines on the back – it regularly accompanies me to the gym, silently promoting heart-healthy Ravenswood reds while I do my cardiovascular workout!)

Of course, it helps that the wine is good. And, since my brother-in-law lives not far from Ravenswood’s Sonoma vineyard, I had a chance to visit a while back, and their winery experience is memorable and enjoyable. By the way, they have one of the biggest, tastiest BBQ sauces you’ll ever want to try (Ragin’ Raven) – if you can manage to find it.

Does that mean that I ignore the lots of other wine choices available? Hardly. But it does mean that Ravenswood has accomplished what good marketing and branding is supposed to achieve – loyalty. Repeat business. Positive buzz. And a willingness to promote them, simply because they do it right.

Impactiviti scale:

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Impactiviti provides strategic consulting services to increase brand impact.

Delighting customers

This blog isn’t really about customer service. But I can’t resist linking to this post, since it comes from a company that clearly believes in operating with a “customer first” set of principles. I especially enjoyed #3, about Lands End.

Also, the author has a great sense of humor, witnessed by this self-description at the end of the post (italics mine):

About the Author: I’m your host, Joel Spolsky, a software developer in New York City. Since 2000, I’ve been writing about software development, management, business, and the Internet on this site. For my day job, I run Fog Creek Software, makers of FogBugz – the smart bug tracking software with the stupid name, and Fog Creek Copilot – the easiest way to provide remote tech support over the Internet, with nothing to install or configure.

Hat tip: Seth Godin

Samuel Adams – a glass above?

When I saw this, I didn’t know whether to laugh, admire the brilliance – or whip out a credit card and buy.

Can’t do the latter yet, it’s not available until March.

I guess I’ll give them full credit for trying to advance the image of craft beer by creating special highbrow glassware – if you’re going to try to make beer more like wine, why not imitate the vessels of consumption?

Just please don’t cork the bottles.

For many years I have enjoyed and recommended Sam Adams – they are creative, high-quality, and their beers are almost universally great. Sam on draft is particularly wonderful. Coincidentally, just this morning I picked up a new offering – a six-pack called “Longshot,” featuring 3 different beers crafted by homebrewers who entered a contest to create their own brews good enough to be packaged as a Sam Adams special offering. Haven’t tried them yet, but the guy in charge at the liquor store couldn’t say enough good things about the Ale. What a great way for Sam Adams to create further “engagement” with its audience – these guys know how to make new marketing rules! (update – the Ale was fabulous! – I love dark, strong brews and this one had a rich caramel-y flavor. Good stuff!)

Impactiviti scale:

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Impactiviti provides strategic consulting services to increase brand impact.

A Winning Enterprise

Quietly, steadily, they’ve ascended to the #1 spot among car rental companies in North America. They’re privately-held, profitable, and they develop people.

It’s not a secret why – Enterprise is founded on solid principles.

Here is what they believe and practice regarding customer service (also here). I have a profound respect for companies such as Enterprise that have well-thought-out principles, and a pro-active approach to selective hiring and great training.

I’ve rented from Enterprise on an irregular basis (not as much need for rental cars right now), and ALWAYS found it to be a pleasant experience. These folks walk the talk. They treat their employees as their future leaders, and deliberately and consciously build bench strength from the ground up. If I was an employer looking for a pool of talent for new hires, I think I’d walk in front of an Enterprise outlet with a sandwich board.

Hat tip: John Moore, BrandAutopsy

Kleenex: Let it out

Brilliant.

Now this is a challenge. Take something as simple and commodity-level as a tissue (granted, Kleenex has managed to so “brand” themselves that for most of us a “tissue” IS a “kleenex”) and create a moving advertising campaign.

The Let it Out campaign is just that.

I was looking at the videos of the ads on this site when Mrs. Impactress came in, mentioned that she saw one on TV, and was mesmerized by it.

What is so brilliant? Simple – stories. Personal stories touching the emotions. This is taking the power of social media and turning it into an ad.

The non-descript balding guy – great touch. He remains peripheral, so all the focus is on the people telling their stories – and, of course, coming to tears and using a Kleenex to dry their eyes.

Some ads have stopping power, while others just add to the background noise. This one demands attention and engagement.

Brilliant.

Impactiviti scale:

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Impactiviti provides strategic consulting services to increase brand impact.

Dr. Pepper’s 23 flavors

In an attempt to distinguish itself from the many other cola-ish products out there, Dr. Pepper has recently put the spotlight on the notion that it has “23 flavors” within the mysterious murky depths of its unique liquid.

Uhhh….sure. Actually, for all these years, I thought it just had one flavor – tasted like Dr. Pepper. And, frankly, of all the cola variations out there, Dr. Pepper is my favorite. Although I rarely drink soda anyway, so I’m not in danger of being their biggest booster or detractor!

I will admit, however, that I think this campaign is effective, despite my cynicism. When you’re in a semi-commodity market, you have to find some way to distinguish yourself, and this concept introduces something that isn’t so easy to attach to a mere soft drink – mystery. Just what are those “23 flavors”? Which of them am I actually tasting at any given moment? How did they come up with this very special formula?

It’s just marketing nonsense, snorts Rational Self. Much ado about nothing, says Rational Self. But Branding Voice says, nice job. Not so easy to take an “old” product in a crowded market, and find a way to stand out.

To celebrate, I think I’ll pour myself another cup of…coffee.

Impactiviti scale:

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Top five biotech company logos

I can’t help looking at logos, compulsively evaluating their appeal and effectiveness. Some logos simply grab the eyeballs and emotions in a very powerful way, others make me want to…well, to be blunt, lose my lunch on the sidewalk.

Much of my work is in the pharmaceutical field, and there seems to be a dearth of good design and creativity when it comes to logos. While I think that some of the top 50 pharma companies have reasonably appealing logos (Pfizer, J&J, Novartis, Lilly, and Valeant come to mind), many of them are pretty much “blah”.

On the biotech (medicine) side, however, there are at least a few that are graphically appealing, simple, creative, and (how else do I put this??) postive-feeling. Here is the countdown of my current top five:

5. Zelos: attractive typeface, nice use of complementary colors – somehow this logo manages to feel both professional and informal at the same time.

4. Javelin: while I’m not sure why someone would name a medical company after an instrument that, when used, everyone runs away from, this logo is a nice graphic that corresponds well with the company name. The javelin imagery is pleasing and modern, and the color combination works well.

3. OSI: something about the use of the parenthesis around OSI just works – it’s a simple but unexpected way to emphasize the name. The grey and red color combo is appealing, and the use of non-capitalized type for the word “pharmaceuticals” makes the logo more approachable.

2. Solstice Neurosciences: it takes a lot for me to have postive feelings about anything orange (just a personal quirk), but this logo works nicely. The name encapsulated by the treatment of the “O”, and in this instance, the typeface still feels very approachable even when using all caps.

…and now, my favorite (for many years, ever since I first saw it)…

1. Gilead: a sweet combination of professionalism and academia, and a great use of white/red reversal. The typeface for “Gilead” is nice too, but it’s the graphic that makes this. Simple, striking, memorable – I’d wear this on a t-shirt in a heartbeat.

There are many, many logos, taglines, and websites that make me want to gag – far too many to list here – but when it comes to the You can’t possibly be serious?!? Award, I think this one takes the cake…!

Light one up

Bristol Myers Squibb has come up with a very interesting and effective HIV awareness/fund-raising site.

Actually, BMS is donating the funds – you “light” a virtual candle on the site, and they donate a dollar. Clicking on other candles brings up personal stories about HIV.

On my pharma training blog (impactivi.com), I’ve mentioned the need for more companies to show a positive face in light of all the negativity about Big Pharma. This is a good step in that direction.

From a web design perspective, it’s relatively easy to just throw up information on a site – and sometimes, that’s about how appealing it is! This more creative method weaves stories and corporate good will with user interaction, and a memorable metaphor, to leave a positive impression. Nicely done.

Equal: Packets of sweet fun

Scott Ginsberg writes about his discovery of some great design on Equal packets – here’s a way to take something forgettably mundane and make it stand out! It’s a shame that more companies don’t come up with creative ways to grab attention and make themselves memorable. These small packets are billboard space, and this is a great way to use it…unlike our friends at UPS, and many others.

Copywriter for 141 Worldwide in Chicago (that came up with this campaign): Alma (a.k.a. Marketing Mommy).

Mr. Happy Crack

What in the world could be more uninteresting, more pedestrian, more BORING than, say, cracks in a foundation?

So how do you market crack repair services? Mr. Happy Crack.

Naming and creating this mascot was a stroke of genius. Nobody is going to mistake Mr. Happy Crack for an undiscovered work of Monet, but as far as taking a completely “who cares?” type of business and turning into an unforgettable brand, this is marketing artwork. If I found a major crack in my house’s foundation, I cannot imagine where else I would turn.

Plus, the website is full of fun stuff, including My. Happy Crack swag, turning a ho-hum business into something worth remembering.

Company name: The Crack Team. Mascot development: Nehmen-Kodner.

Impactiviti scale:

Update: The Crack Team enjoyed the mention, I guess, since they forwarded some Mr. Happy Crag swag – a T-shirt for me, and one item (which won’t be described!) for my wife!

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Impactiviti provides strategic consulting services to increase brand impact.

Windy City Olympic logo deserves a gold

Unlike Seattle‘s misguided attempt at branding itself, Chicago has unveiled a great looking logo as part of its effort to land the 2016 Olympics. Apparently, the firm that came up with this design only had a few months to pull it off, unlike the 16 months wasted by Seattle.

One test I use for good logo design is the 2-second reaction – if it grabs my attention and makes me say “Yes!” in the first 2 seconds, then it’s likely a winner. If I have to think about it too long, or need an explanation, then it’s going to be a loser.

This design requires no explanation. Great use of color, and brilliant depiction of the skyline at the top. Sweet.

Here’s a news article about the unveiling.

Hat tip: Brand New

Impactiviti scale:

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Impactiviti provides strategic consulting services to increase brand impact.