Sooy + Co.

1. Breaking your brand promise
(Blog/Brand Analysis)

When a company breaks a brand promise, which brand promise is broken? Is it the promise of the company, or the promise of its partner? I was delighted with a Christmas gift of a Pantone®-branded pepper ...

2. Brand differentiation: be true to yourself
(Blog/Branding)

Three companies recently caught my attention with their direct mail, email newsletters and a blog. It's clear they trying to be something that they're not. The envelope I received reads "INSIDE: Branding ...

3. Type as brand expression
(Blog/Typography)

Typography may seem like a small element of your branding, and easy to overlook, but it's not difficult to find many examples of weak and poorly-executed typography gracing strong or new logos (and the ...

4. Join the Sooy+Co email list
(News/Newsletter)

Sooy+Co occasionally publishes a newsletter of upcoming speaking engagements, relevant articles and information.  To join, please share your name and email address: Email address: First ...

5. I'm a PC. Of course, I sell fish.
(Blog/Marketing)

Jerry and Dean were funny. Jerry and Bill? Sort of. The Shoe store schtick wasn't funny at all. The house guest schtick would have been funnier if it had been edited to say, one minute 30 seconds. ...