back when Madonna was
“crazy for you”
Coca-Cola was acting even crazier.
Coke kept losing
blind taste tests
to Pepsi.
so…
Coca-Cola boldly decided
to abandon their original formula
for a new Coke formula
that could beat Pepsi
in blind tests.
it all failed.
miserably.
after months of PR disaster
“new Coke” disappeared.
Coca-Cola should be applauded
for its market research
and for not sitting on its market position.
what Coke forgot is:
perception is reality.
with eyes wide open
people chose Coke
over Pepsi due to
emotion and connection.
people believed
“I like Coke better”
(even if they didn’t in a
blind taste test!).
in Donald Miller we trust.
we believe in the StoryBrand
format for helping
organizations conceptualize
and visualize
who they are,
who they want to be,
and the path they take
to get there.
this positioning tool
helps provide a narrative focus.
it helps your organization
write a story
where your customer
is the hero.
this provides a framework
for building– or fixing–
your organization.
StoryBranding aligns teams
and campaigns
related to the
customer journey.
not sure where your brand story stands today? our marketing consultants can help you find out.
positioning is defining the specific space your business owns in a customer’s mind compared to your competitors. if your audience can’t clearly see why you are different or better, they will likely default to the cheapest or easiest option.
yes — and you might be surprised how different the answer is from what you assume. we use data, research, and customer analysis to define who is actually buying, who should be buying, and how to reach them. we help define the audiences most likely to benefit from your products or services, understand what motivates them, and create messaging that resonates.
we start with market research — your customers, your competitors, and your own organization. from there we build positioning, messaging, and frameworks that match the intersection of who you want to be and who your customer needs you to be.
if your business has evolved, your customers have changed, growth has stalled, or your brand no longer reflects who you are today, it may be time for a refresh. sometimes that means a full rebrand. often, small adjustments to messaging, visuals, and positioning can make a significant difference.
– Jon Iwata
no-name works with businesses that are growing, rebuilding, or leveling up—offering end-to-end support where strategy and execution meet.
by integrating strategic planning, technical systems, creative development, and market insight, we help clients strengthen their brand and operate more efficiently.
our process clears the clutter, aligns teams, and delivers growth you can actually track.
find out more about the marketing services that could have the biggest impact on your company.
curious what brand strategy support costs? see our marketing consultant pricing.
our job is to stay in the background so your local business, non-profit, or government agency can shine.
a Service Disabled Veteran Owned Small Business
