Wednesday, August 1, 2007

ID Branding genius






We had a presentation today. It wasn't the first and it won't be the last, but this was the presentation where these crazy geniuses placed a diaper in our seats. At first I wondered if the meeting was really going to take that long, but learned that that wasn't the point at all. They have worked as people on fire to come up with not only bottles and labels for us, but have dug deep into us: who we are and what sets us apart from everyone else. They even welcomed Jackson, our drooly spoiled mascot with open arms. These people are not your wannabes or yokels, but a powerful and heartfelt machine who can read the people they serve, toward the end that they capsulize who they are in a most beautiful way. Just wait until you get the bottles in your hands and then you'll understand why I am ever at the verge of tears in gratitude for what can happen if you have even a little faith.
Rich

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