Archive for category Branding

Why Start A Blog For Your Business?

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Like! Share! Pin! Thumbs Up! The social media world has grown into a huge marketing platform for businesses to connect with its target audiences. LinkedIn, Facebook, Twitter, Instagram, Pinterest, etc… are all platforms that
companies are focusing more and more time and money on to increase their online presence and
complement their SEO strategies. When developing a social strategy and execution plan, a business blog should be a key consideration as it can play a huge role in supporting your SEO and bring in new potential clients, partners and investors.

For tips and feedback from Forbes on how to create a personal and effective blog:

From OLAA’s experience, when a business has a current, relevant, and active blog, it creates the perception that the company is well organized, progressing, an expert about a niche product/service and in-tune with industry-wide advancements.

“People visit blogs with the mindset of not wanting to be ‘sold’ to. Rather than creating content that feels like a sales pitch, provide facts that support a product/service and allow the reader to choose and feel good emotionally about their purchase. This way the reader feels like they have done their research and can make an informed decision. A well-thought out blog post provides informative content that can persuade a reader to consider or purchase a product/service.”

-          Rochelle Reiter, Agency Principal of OLAA

When a blog begins to build a strong and long-standing relationship with its blog followers, inclusive of customers, prospects, industry partners and peers, it can become a “go-to” site for obtaining information.

“Creating and communicating useful content can assure your customers that they have made the right decision in choosing you as a vendor/partner. Posting valuable information for your existing customers is just as important as increasing your pipeline of new customers.”

-          Rochelle Reiter, Agency Principal of OLAA

A blog has the potential to become a hub for shareable content and acts as a source for audience engagement. Each blog has a comments section for readers to send questions or give feedback. This function can prove to become a valuable way to build a connection with your readers.  This can increase public confidence and develop a positive and sociable image.

“Many times ‘information seekers’ are quoting content from blogs and sharing them with colleagues and their peers, which ultimately expands the content or message to multiple channels with a viral effect. Even if a business does not actually have the largest market share, a strategically planned blog can position a business to be a “thought-leader” and gradually change their brand position in the market place.”

-          Rochelle Reiter, Agency Principal of OLAA

Not only will a blog position a business to be seen as an industry leader, blogs are ideal for taking your SEO strategy to the next level. Search engines index new content on a regularly updated blog; therefore, a maintained blog will bring your business website more audience traction from new referral sources.

From becoming an industry leader to client relationship management to increasing your pipeline of new customers, are you ready to create your blog?

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The Role of Websites for Hospitals and Healthcare Organizations

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A hospital website is a platform to showcase general as well as new and updated information about patient services, treatments and technologies, upcoming events and community involvement. A hospital website is valuable by providing this information to patients and the community, but first and foremost, the website is an extension of a healthcare organization’s brand. The look, functionality and content are demonstrations of a brand’s values and reinforce brand perceptions in the marketplace. According to OLAA Lead Strategist, Integrated Advertising Alyse Stranberg, “You build your patient experience from a quality and character standpoint the second a patient walks into your hospital. The same concept applies to the website; the patient experience is translated into your web user experience.” When the online image is consistent with the experience within the hospital walls, it establishes and sustains trust, credibility and consumer loyalty.

To ensure a consistent, quality web experience for all audiences, it is important to implement a responsive website that is optimized for all devices including desktop and laptop computers, smart phones and tablets. In the case of emergency or urgent care situations, the access to a provider’s information by mobile phone can be key in helping an individual in need of immediate healthcare assistance.

User-friendly navigation is also a key component of a positive web experience. “Not only is it important to have a responsive design, the website needs to be intuitive, easy to navigate and the design should make it easy to find information on any device,” shares Mary Ellen Kubik, OLAA Integrated Advertising Coordinator.

“In this day in age, people are always on the go and people want their information fast. You need to have all relevant information; however, learning to condense it is important,” adds Michelle Regrut, OLAA Integrated Advertising Coordinator.

Hospital website content should be organized in a strategic manner and group relevant information together for patients, community members, donors, etc…. Using lists and minimal word usage assists in being able to navigate the overall site and digest complicated information. However, services and treatments should still be communicated as appropriate, and service line names should be consistent throughout the hospital and website to limit confusion.

Blogs have also become an effective content tool for healthcare organization’s to showcase knowledge, leadership and expertise; establish credibility; and showcase a knowledge and awareness on current health issues facing the local community and the population as a whole. A content strategy including press releases and announcements, updated health facts, case studies, new research and patient stories keeps page content fresh and acts as a source of discussion and interaction.

A current website with a modern look, responsive functionality and evolving content shows that a hospital is up to date, current, and is invested in communicating these changes to their community. “Things change so often in the healthcare industry, from the types of technology used to the different treatment options to the newest award rankings. If a hospital website is out of date, then it can appear that the hospital’s practices are as well,” shares Michelle Torr, OLAA Sr. Integrated Advertising Executive.

It is important to maintain a current web presence to keep the brand story relevant, and focus user flow for key audiences. “You have to switch your mind into the patient, physician, donor and current or prospective employees that are looking at your website or looking for a piece of information. Make sure the content is prominent and easy to find,” states Alyse.

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Thriving Brand Leader Spotlight: Play4it

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A Thriving Brand Leader has vision, they plan ahead and most importantly, they look at the big picture of their brand from day one. The launch of a mobile app, like any other business endeavor, requires the same level of vision and forethought that any other company would require. OLAA client, Play4it, a gaming app that allows users to play fun and exciting mobile application-based games for tangible prizes, embodies this forward-thinking mindset and has approached both their brand positioning and app launch with a thorough strategy, and with each of their key audiences in mind.

Imagine if every time you played Angry Birds, Candy Crush Saga or Flappy Bird (RIP Flappy Bird…), you were playing for more than just momentary entertainment and excitement. What if you were playing for an X-Box One? Or a new car? Or a Starbucks giftcard? The Play4it app allows its audience to play a wide variety of games depending on the age and interests of each user. User choices span from brain teasers, puzzles and classic arcade games, to innovative interactive challenges that incorporate touch-motion elements. Each user begins a “contest” within the app by selecting from a category list of potential prizes that they can play for. Play4it provides prize categories ranging from electronics and clothing, to sporting goods and food-related items, ensuring that a diverse offering of both games and prize types resonate with each potential target demographic.

When the Play4it team approached Orange Label during programming development, they had a vision to ignite a unique and authentic brand and to sustain a powerful business model with strategies to support their on-going growth trajectory post-launch. It was crucial to the Play4it team that the app’s brand reflect its unique features as well as the authentic benefits of the user experience, delivering a seamless experience based on real user input. To achieve this, Orange Label spearheaded intensive qualitative interviews, interactive focus groups, in-depth user behavior surveys and conducted a competitive landscape analysis to inform the brand’s positioning process, logo development and to further refine the app’s final functionality prior to launch.

Like many apps before them, Play4it was developed out of a seed idea that was driven by a clear monetization strategy, allowing advertisers to target authentically engaged audiences. Part of Play4it’s commitment and vision to create a unique user experience also translated into their custom-designed self-service advertising portal, allowing advertising agencies and partners to easily design, upload and manage their ad campaigns online. To successfully introduce this opportunity to potential advertising partners, a creative combination of both tools and communication strategies (including a branded video and media kit) were strategically developed and put in place to tell Play4it’s brand story, positioning the user experience as a unique engagement with the brand, opposing the traditional model of the (typically ignored) ad-based “impression.”  In connecting back to the long-term vision for the brand, Play4it also worked with Orange Label to create innovative and branded tools and vehicles for approaching potential investor demographics, incorporating unique data garnered from Orange Label’s thorough View From the Field™ research process.

To bring all brand and strategy development full-circle, Orange Label developed a detailed multi-month marketing execution strategy for the Play4it app launch, incorporating social and digital strategies, experiential media, event sponsorships, and other highly-targeted media vehicles to drive users to download the app and garner a large user community for the platform as quickly as possible. The marketing execution strategy focused upon a specific geographic launch market, and included evolved messaging recommendations for the brand as it moves throughout each phase of the launch to support and engage the existing userbase, while continuing to build new user momentum.

If you’re aiming for a successful launch of a new business endeavor, whether it is campaign launch to a new market segment or the launch of a mobile app, it’s best to define what success looks like in both the short and long-term to achieve Thriving Brand Leadership.

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Nuance #2: Testimonial Promotion in a World of Patient Privacy

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When a real person shares an authentic story with conviction and passion, they become your brand ambassador. Yet patient privacy and HIPAA concerns, along with the desire to honor and respect individuals’ health care experiences, often complicate a testimonial approach to marketing strategies. It is possible to achieve both, and leverage the power of testimonials in brand storytelling.

Be transparent, and document. Openly communicate from the first request what’s needed from the patient and where their image and story will appear. If they are on board, ensure all of the appropriate release forms outline all potential activity and are approved.

Treat the patient like a celebrity. Making the patient feel special and that their involvement is deeply appreciated will go a long way in opening up what the patient shares and ensuring a smooth experience.

Involve the patient in the process. Have a photo shoot, record or videotape an interview and share all footage and materials with them for personal use. Allow the patient to review and approve any and all materials before they are made public.

Keep the patient in the loop. Making sure a patient is informed and excited about the end result will increase the likelihood of them having pride in the campaign, and that they will talk about it with their friends and family – taking your ad dollars one step further.

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Is it App Worthy?

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To create an app or not to create an app… that is the question. And we are asked it often. An app can be an effective way to engage with audiences, provide unique value and become part of a consumer’s everyday lifestyle in a meaningful way. Yet an app is no simple undertaking and there are several things to consider before making the commitment. You’ll know the time is right when…

  • First and foremost, you have the budget available for app strategy, design, development and maintenance. There is a significant investment that goes into developing a good app and creating one correctly. Quality app creation can be very expensive, and there’s nothing worse than launching an app that crashes or is too difficult to use.


  • You have a unique, innovative idea. The market is over-saturated with copies of existing apps, and in the app world, the issue of copyright doesn’t exist. It is important that you begin with a unique concept, and execute it thoughtfully, in the best way possible for the user. The necessary insight can be gained through focus groups, beta testing and QA time to ensure that the platform is developed with the end user in mind.


  • Your idea offers a new or different experience to a user. Can a user have this experience on a mobile device or tablet using another app? Does your app offer new value to the user that does not exist within any other existing platform? An app occupies extremely valuable real estate on the most personal device that we own. Therefore, in order to have a spot on that coveted home screen, there must be unique motivation to download.


  • You have strong mobile visitor-ship and understand your audiences’ mobile trends. If you are an established brand with a mobile responsive or reactive website already in place, Google analytics will provide valuable insight into the behavior of your mobile audience. This includes what device they come from, what pages they visit most and how long they engage with the mobile site. This data can reveal how an app could enhance the user experience and uncover the most effective and efficient next step for an app strategy. If a mobile website component isn’t already in place and the mobile behavior is unclear, establishing a mobile website presence is the first step to defining the mobile user experience.


  • You have a defined monetization strategy. This strategy shouldn’t completely rely on dollars coming in from the user market. According to Neomobile, only 59% of apps reach the break-even point (percentage continues to decrease day by day). 68% of the apps present in the market generate less than $5,500 of total revenues, while only 12% generate revenues over $55,000. Consider dynamic and unique advertising formats, in-app pay-per-action, data selling or coupon/share rewarding. Explore opportunities within your app’s business model and expand your range of monetization methods. This will help attract all players to the stadium.


  • You’ve thought through your brand and its market positioning. Is your app an extended functionality or value piece for an existing company, product or service? If not, you need to define and develop a powerful brand identity for the app that resonates with your target user audiences. This strategy should position you for optimal success during the key launch period, but should also be able to sustain your marketing strategies on an on-going basis.


  • You have an appropriate marketing budget or have a strategy in place to procure investment funding. Garnering visibility for your app takes forethought, investment and strategic planning. The concept of “going viral” with organic downloads perpetuates the idea of the mythical magic bullet. There isn’t one. Plan ahead.


  • You have, or will have, a core team in place for ongoing brand management and app maintenance. If your app is based on the integration of APIs (application programming interface) (which it likely is) – managing them can be challenging. Since APIs from Google, Facebook and Twitter are constantly changing, they need to be updated to keep the app working. If your app does not generate revenue that covers this work, this may be something to consider. Are you willing to invest in the app post-launch, if it is not yet generating results? Ensuring that strong leadership is in place, as well as a team to drive sales if your app is based upon an advertising sales strategy, are also critical components to keep in mind.


  • You are ready and willing to capitalize on all market opportunities. Do you plan to develop for tablet, Android and Windows? It is typically easier to achieve good rankings at acceptable costs on these platforms, where developing only for iOS may leave you drowning in an ocean of competition.


There are several circumstances in which an app can be a viable tool within your marketing arsenal or a new business endeavor, and when it is, apps can become extremely successful and make a major impact on your audience. Apps that provide real value and a powerful brand experience have the potential to become an everyday source for entertainment, utility and information. And those that break through and make the home screen receive thousands of brand impressions daily, becoming a badge of honor that reflects the individual cpmpany’s identity.

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Why Advertise Healthcare?

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Why should a hospital or medical group spend resources on marketing and advertising?

When a person is encountered with a health-related injury or situation, either for themselves or a loved one, he or she immediately thinks of finding the right facility for treatment. Whether it’s past experience, insurance, location, reputation or ambulance-directed, there are many reasons why a particular facility may come to mind and which hospital or care site is visited. Top of mind awareness is extremely important in these moments and advertising and marketing is a key component in maintaining brand presence.

“A common misperception is that people will choose a hospital based on facilities approved by their insurance; however, average and higher-income individuals have the ability to choose where they receive treatment. At the end of the day, there is still a choice,” states Michelle Regrut, OLAA Integrated Advertising Coordinator.

Advertising has a way of forming reputation over time. “It’s being able to define yourself in a competitive landscape,” community, it showcases the strengths, the quality of service and the distinguishing characteristics it has over competitors. Advertising creates enticing public opinions and at times, judgments; however, “people like to see that a name is out there, the brand is out there. Advertising is one way to be ahead of someone’s thought process, should they have the ability to choose where they are being treated,” states Alyse Stranberg, OLAA Lead Strategist. says Mary Ellen, OLAA Integrated Advertising Coordinator. When a hospital takes the initiative to advertise in its

Hospital advertising is also important for community education, as healthcare organizations have an inherent responsibility to support health and wellness of the community they serve. “Healthcare organizations can look beyond their one facility to capture the attention of the community and give the right frame of mind when it comes to what healthcare truly is,” states Alyse.  This is achieved through education, which often includes events, classes, collateral materials and mass marketed awareness messages – all of which are functions of marketing and advertising.

When hospitals are present through marketing and advertising, they maintain a positive brand image, are top of mind in the community and benefit the local economy. They provide hundreds of jobs and deliver care that allows individuals to stay focused on their families, their careers, their hobbies and other important aspects of their everyday lives. Hospitals can become local symbols and their reputation reflects on the city, the neighborhood and the people.

Hospitals can maximize their impact on the community through external communications such as public relations, physician relations, marketing and advertising. With a commitment to an ongoing strategic advertising plan, Hospitals can provide education and valuable information so that when someone is in need of a healthcare facility, they are informed and can make a choice that suits their personal needs.

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Direct Mail and its Relevancy in the Digital World

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Before the days of technology and tweeting, the mailman was the key communication source for marketers. Times have clearly changed, and you might be wondering why a direct mail strategy is still relevant in today’s world of marketing and advertising. With faster, inexpensive ways of communicating with internal and external audiences, who in their right mind would spend the time, money and the resources on “snail mail” just to have them “organized into the trash?”

Despite the increasing shift in using digital media for communication, sharing of ideas and spreading awareness, many target audiences are still in-sync with the good ole fashioned paper mail. So what does this mean for you?

With a direct mail strategy, you are able to segment your mailing recipients into very specific categories depending on the audience’s demographic,  including age, household income, lifestyle habits, health concerns and of course, location.  Expert lists and databases are available to refine your search of potential customers even further.

Digital media continues to evolve and has made it easy for businesses to target potential customers online. However, some consumers have adapted by applying filters to their emails to avoid spam or any unwanted email, by utilizing private browsing sessions with disabled cookies. Direct mail is a way to reach these individuals and improve the odds of making an impression. This is also true for those that are not up to date on the latest technologies or choose not to even use email and social media. Direct mail can be a key vehicle to connect with these individuals, with direct response and brand awareness messages. Even with younger generations who are undoubtedly in tune with the digital world, a relevant and thoughtful direct mail piece can make an impact.

In addition to tailoring the recipients of a direct mail strategy, the pieces themselves can and should be developed with the audience and objectives in mind. Personalized messages, creative mail pieces, unexpected paper and printing methods, unique shapes and customized letters go a long way in the eye of the consumer. Direct mail is undoubtedly a more costly tactic when taking account postage and paper costs, so it is extremely beneficial to use focused, personalized bait and cast a line rather than a giant fishing net and hope for a big return.

In terms of advertising as a whole, it is important to evolve with the role of digital technology as well as understand traditional strategies like direct mail, broadcast, print and outdoor. A well-rounded integrated marketing campaign covers all of your bases, implementing tactics that are relevant and impact your key audiences and maintaining consistency with each to truly break through and elicit response.

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The “Art of Branding”

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Nike, Adidas, Puma. These are all brands that could come into mind when thinking of athletic goods and active lifestyles. But what distinguishes these sports-focused brands? What images come to mind when thinking about them? Do you know what they stand for? Guy Kawasaki, former chief evangelist of Apple, states In the real world, you don’t have infinite resources; you don’t have a perfect product; and you don’t sell to a growing market without competition. You’re also not omnipotent, so you cannot enforce what people think your brand represents. Under these assumptions, most companies need all the help they can get with branding.”

See what Kawasaki, an icon in the advertising industry, has to say here:

OLAA brand developers Sheri Audette, Alyse Stranberg and Micah Panzich agree, and share their viewpoints on Kawasaki’s art of branding:

A mistake a company can make in the branding process is having more than one message in one brand campaign. When it comes to creating a branding statement, make it simple and to the point rather than try to reach multiple markets with different messages.  Sheri Audette, Art Director, Integrated Advertising states, “Less is more when it comes to branding a company statement. Trying to fit everything in one piece/campaign is misguiding and creates confusion in your audience.”

Examine the bounce back. Alyse Stranberg, OLAA Lead Strategist, Integrated Advertising states, “This is critical. What you may believe to be clear and direct, can easily be missed or misunderstood. And because your audience is often made up of a variety of consumers, it’s always a good reminder to ask those around you who relate to the target demographic. This can be a small sampling (you don’t want too many chefs in the kitchen), and the findings can be hugely beneficial. It’s important to step back and look at a message newly, as a potential consumer. Re-review the goals and objectives of the campaign’s message, and then ask yourself, ‘what’s the brand, what’s the call to action, what’s the differentiator, the WHY.’”

Strive for humanness. “This may be something used in marketing, but can also be seen in things as simple as song writing. Take it from the Beatles. Song titles like, I Feel Fine, All MY Loving, From ME To YOU, Drive MY Car, Can’t Buy ME Love, Hide YOUR Love Away, Please Please ME, She Loves YOU, I ME MINE, I Want YOU, I’LL Be Back, Etc… They figured out from the start that the audience really connected with a song when the lyrics became personable. This no doubt led them to some great success, even when the Stones were actually a better band,” states Micah Panzich, OLAA Graphic Designer, Integrated Advertising.

Consumers want to be targeted as an individual, not as an entire market.  A crucial component of developing a personal connection with your target market is creating a personal experience for each consumer. When developing your brand, always envision the consumer’s personal ownership of the product or service and how that will translate into a relationship to a brand as a whole.  For example “My Nikes, My Adidas, My Pumas.”

Although the art of branding is a continually evolving component of marketing, using these fundamentals has proved to be helpful when working with our OLAA clients when developing brands.

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WIIFM: Tapping Into Your Audience

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When was the last time you stopped to ask your customers and prospects…


…what do you want? 
…what do you need?
…how do you get it?
…how does it make you feel?

Whether developing a new product or launching a new integrated advertising campaign, tapping into your audience’s preferences and behavior will ensure a robust ROI – for both short and long-term. Research arms you and your fellow decision makers with qualitative and quantitative data, uncovering areas of misalignment and opportunities for improvement. Close attention and response to your audience also builds loyalty – when customers are heard they feel valued and that value leads to a strengthened emotional brand connection.

Companies both big and small benefit from asking their customers and prospects fundamental questions, and there are many ways to discover the answers.

Striving to tap into its audience for the next big chip idea, Lays asked 15 countries around the world (excluding the United States) what potato chip flavor they would create though a digital contest campaign, “Do Us a Flavor.”

So with over 6 million fans on Facebook, Lay’s created a Facebook app that would allow the consumer to create their own flavor. With this app you could use the “Flavorizer” feature which searches your timeline and suggests flavors and cuisine styles based on restaurants you have attended recently. For instance, if you went to a French restaurant this month, the flavorizer might suggest bouillabaisse; if you’ve indicated that you like steakhouses, the tool might suggest a meat-oriented flavor. Lays has also worked with Facebook to create a modified version of the Like button called the “I’d Eat that” Button.

Winning flavors included: Spicy Crab (produced in Thailand), and Classic Caesar Salad (Produced in Australia). After a huge success overseas, Lays decided to finally bring the “Do Us a Flavor” contest campaign to the United States. Contestants and participants would be able to vote for the flavor they thought was best and the creator of the winning flavor could win $1,000,000 or 1% of the net sales of the chip, whichever is higher.

Through the use of social media, Lays has done a phenomenal job tapping into its audience to reveal the next big chip idea. Allowing their audience to freely express their preference in food, whether it was BBQ Baby Back Ribs that come right of the bone or Filet Mignon seasoned to perfection, they were able to emotionally connect the audience with the Lays brand. By inviting the audience to share their opinions through an online platform, they were able to increase the size and engagement of a large social media fan base by involving them in the decision making process.

Customers are more engaged in providing feedback when they feel like they are a part of a brand and their opinions count. The Lays example shows a great way to gather data AND engage audiences. When was the last time you deepened your knowledge of your audience in a fun way?

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Creative Corner: Wes Phillips, Agency Principal

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“Choosing to refuse to acknowledge obstacles reveals them for what they are – self-doubt. With this perspective, I have learned I can just move forward and as a result I’ve experienced amazing things.”

Creativity can occur in many ways. For Wes Phillips, Agency Principal of Orange Label, creativity translates to vision and choices that allow him and those around him to move towards a thriving quality of life. Wes’s focus is fueled by nature, which provides him with perspective that channels into every facet of his life. This outlook also drives Orange Label’s vision of Thriving Brand Leadership, and supports the success of our clients, our team and our agency. Meet Wes.

What is the history behind the message and vision of Thriving Brand Leaders?

It developed over many years through the contributions of many people. I appreciate it is because it ties in with what my personal vision is which is “Thriving Quality of Life.”

What do the words mean to you, today?

The word “thrive,” has the connotation of vibrancy, something that’s alive. Human beings feel alive when they are aware. With awareness we have the opportunity to choose. Advertising, allows people to recognize they have choices.  For our clients, we create messages that allow people to recognize not only do they have a choice, they can actually choose our client’s product or service.

What does Thriving Brand Leadership mean to you…

…for Orange Label Art + Advertising?
We work with clients and companies and people that desire to make a difference and lead in some way, shape or form.

…in your role as CEO and an owner of Orange Label?
It provides me focus every day. There are moments in time when I get enmeshed in details and when I have the presence of mind to say “am I working on the right thing?” or “am I bringing value?” I always use “Thriving Brand Leaders” as the touchstone to get grounded and to see the more important things to work on for the benefit of our clients and our team.

…as a person and for your personal brand outside of the office?
It helps me recognize that I am most alive when I’m aware of what’s going on and I’m aware of what I’m working on. Thriving brand leaders and thriving quality of life are ways to keep me grounded, focused, and at the end of the day, alive.

When you are faced with challenges, what keeps you motivated and focused to allow you to stay on the path of Thriving Brand Leadership?

The difference that leadership can make for our clients and for our team members, and fundamentally the difference that it can make in the communities that I’m a part of.

Can you give me an example of a time when you’ve been faced with a challenge and when you were able to see that opportunity and move forward?

Seven years ago, I recognized that the advertising industry was going through a transition. And, it became clear that to remain relevant and have value, that our agency needed to evolve. That’s when we rebranded the agency and started a transformation of our team.  And after seven years when I look back, and it was a moment in time when I made that choice and that’s where Thriving Brand Leaders came to life. And that’s what led to Orange Label Art and Advertising. From 2007 to 2014, during a very difficult time for almost everyone in the United States, our agency has continued to thrive.

How do you help OLAA team members achieve Thriving Brand Leadership and a Thriving Quality of Life for themselves?

My intention is to help team members recognize that they are actually up to something big in life and Orange Label can be a strategy to help them fulfill what they’re up to. And so I intend to create space for individual team members to have that conversation. Ideally, what the team members are up to and what Orange Label is up to are aligned. It’s very powerful because as our company thrives, more importantly, the individual is able to thrive in a way that’s fulfilling to them.

Being outdoors is a part of your personal brand. What is it about being in the presence of nature that contributes to your thriving quality of life?

It’s not just being around nature. Backpacking is having several days doing the fundamental things of life, which is basically getting from one morning to the next morning. Life is simplified and I actually feel alive. I become more present to my surroundings. That’s what I find interesting about being on backpacking trips. It’s just being alive, in the moment. And, on the trail, your choices are move forward or quit. At work, the choices are move forward, or quit. In relationships, the choices are move forward, or quit. I’m way more alive when I choose to go forward. So backpacking and nature are actually training for me to live and move forward in the other 99 percent of my life.

When going out into the outdoors, what are some of the challenges you face when you’ve been trying to reach your destination, your goal?

When it is raining, cold and windy, I think of  quitting. Go back. And get that condo in Hawaii. It crosses my mind every time.

What has helped motivate you to not quit?

It’s the difference between seeing what’s in front of me as an obstacle versus seeing what’s in front of me as just another thing that life has presented. I see that as similar in work, in relationships, and in the outdoors. If I view whatever is presented as an obstacle, it becomes hard mentally and physically. It becomes something that maybe I want to walk away from. If I view it as just another thing that happens in life, then what I usually realize is that, what looked like an obstacle, was really self doubt. And then when it’s viewed as just self doubt, then I am aware that I can choose and move forward. In moving forward, I have experienced some amazing things. I can also look back on times when I chose not to move forward, and those amazing things were left for somebody else to experience.

What outdoor physical challenge do you want to accomplish?

I would really like to hike the John Muir Trail; from the north to the south. All in one trip.

“What I’ve come to recognize in life is that there’s always more to be revealed. And standing in that realm, a world of abundance is a place of wonderment and possibility. And what I find is that when human beings step there, instead of holding back because of fear, amazing things happen. And I’ve been privileged to work with clients and team members that behave that way on a consistent basis.”

-          Wes Phillips

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