DW's Blog

Now

by DW Green — December 27, 2023

But all we really have is NOW.

January 1, 2024 is approaching. Too often we take time for granted. Too often we take life for granted. There’s always tomorrow, next week, the next year and so on. The past is a treasure of memories and experiences. The future is a sky scape of hopes, dreams and desires. But all we really have is NOW, this present moment. Our memories are created now, in this moment and our future unfolds now, in this present moment. Sometimes it’s difficult to live in the NOW. But to be totally present and aware of what’s happening in the present moment is a powerful place to live.Jeff Foster sums it up very well. “This moment is not life waiting to happen, goals waiting to be achieved, words waiting to be spoken, connections waiting to be made, regrets waiting to evaporate, aliveness waiting to be felt, enlightenment waiting to be gained. No. Nothing is waiting. This is it. This moment is life.”

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by DW Green — November 15, 2023

No one brand can possibly have universal appeal.

Can a successful retail brand appeal to everybody? Nope. No one brand can possibly have universal appeal. Since you can’t be everything to all people successfully, you must purposefully limit what you offer and to whom. When you are identifying your strategic initiatives, choices about what not to do (subtraction) are just as important as choices about what to do (addition). Your success depends on the trade-offs you are willing to make. Simply put, a trade-off means that more of one thing necessitates less of another. A supermarket can choose to offer more service departments, adding labor costs and higher retails, or it can choose not to, offering less service and lower retails, but it cannot do both without bearing major inefficiencies.In a recent conversation with a high profile and successful Northwest retailer, I learned about their thoughtful and discriminating approach to creating their private label product line. The retailer understood that to be brand successful they needed to limit their retail brand product line to ensure the products themselves reflected the same brand benefits of the store brand itself. Only selecting items in product categories that could be distinguishable f...

by DW Green — November 8, 2023

Brand marks are like punctuation symbols…

A Brand mark is a simple, clean, and easily remembered graphic representation of a company’s Brand name. Brand marks are like punctuation symbols:. stop
, pause
; pause longer
! exclamation mark
? question mark Brand marks and icons can represent a deeper meaning of a company’s purpose or an abstract expression like the Nike swoosh. We have a Northwest client whose brand mark is a sailboat. Who would have thought of a sailboat icon for a food store? The sailboat is very meaningful to their company culture. It’s meaningful to me too. I’m proud to wear their caps and jackets that showcase their company icon.The DW Green icon reflects our design mantra “Less is greater than more.”So, if you’re considering a new or updated design for your company’s brand mark, give us a call.