THE GREAT CONVERGENCE
You may know the brand. But, the stages and levels through which the brand is being assembled, tailored and disseminated defy knowing. We live in a collaborative time. Manufacture – including even co-creation – and [...]
February 2019
November 2018
WORK: MAMACHA
MAMACHA: An Instagram Driven Popup G+G partnered in the creation and launch of an interactive pop up café based on matcha, artist collaborations, and selfie culture. The experience was set up at the Hole [...]
WORK: Bobby Jones
Bobby Jones: G+G worked with Bobby Jones to build brand value by developing sub-brands, a new identity and packaging system, and a point of sale presentation for luxury department stores and pro-shops. [...]
WORK: Adrianna Papell
Adrianna Papell: Beauty Revealed G+G worked with Adrianna Papell to unlock brand value through positioning, rebranding, and brand extensions. We created a brand platform based on making every woman and every moment feel special [...]
WORK: Waterford Crystal
WATERFORD CRYSTAL: Reimagining a Classic G+G was engaged by Waterford Wedgewood to look for white space opportunities, reposition the brand for a more youthful audience, and package the brand for sale. The result was [...]
WORK: Carter’s
Carter’s: Celebrating Childhood G+G was engaged by Carter’s for companywide repositioning and rebranding efforts that included a refreshed identity, creation of a new retail experience, design of their Atlanta based corporate headquarters, and a [...]
October 2018
WORK: The Athletes Foot
The Athlete’s Foot: Global Franchise Expansion G+G was engaged by Nexcen Brands to reposition The Athlete’s Foot brand and create a retail model for global franchising. G+G’s work gave new life to the brand [...]
July 2018
THE BIGGEST ADVANTAGE TO AI
The biggest advantage to AI is its lacking of true consciousness. With a guilt-free and objective pursuit, AI, outfitted with ‘mundane, formal, and expert task’ structures, has the potential for unlimited capability in surpassing human [...]
June 2018
GUIDEPOST RULES
Occasionally I’m asked to share what guidepost “rules” we have learned in the recent past. Surely, the following list has its flaws, but these assertions underpin a lot of success we have seen…and shared in: [...]
May 2018
WHAT KIND OF PERSON ARE YOU?
Yesterday, brand and niche lifestyle marketing pursued a single-minded target: “What kind of person are you?” Today’s target marketing expands the question: “What kind of person are you now, and how do I serve you [...]