State of the Brand :: by Jason Voiovich

A weekly discussion of how branding affects the world around you.

Warren Avis. 1915 – 2007. He tried harder.

Author: Jason Voiovich Ecra Creative Group Warren Avis did not come up with the idea to rent cars. That distinction goes (primarily) to Hertz, whose company was up and running before World War II, and well established by 1946 when Avis opened its first location. Avis just saw the opportunity differently. As a soldier in […]

Snoopy lives!

Author: Jason Voiovich Ecra Creative Group There’s one place SpongeBob won’t get the better of Snoopy: As the official spokesdog for Met Life. Recently expunged from the Mall of America’s “Camp Snoopy”, the Peanuts® brand seemed destined for the same slow, painful decline as other baby boomer favorites the Flintstones and the Jetsons. But the […]

Making “shapewear” fun to buy: The irreverent branding strategy of Spanx

Author: Jason Voiovich Ecra Creative Group Oprah doesn’t wear panties. She wears “Spanx”. The Altanta-based business brainchild of entrepreneur Sara Blakely is in the business of manufacturing “foundation garments”. To those of us (me included until last week) who had no idea what was the difference between a foundation garment and “standard” lingerie, let me […]

Iams’ worst nightmare

Author: Jason Voiovich Ecra Creative Group It starts innocuously enough. The dog is just not acting “normal”, but nothing seems like an immediate concern. Perhaps drinking a bit more water than usual, perhaps sleeping too much, but nothing concrete. Over the coming hours and days, symptoms are getting worse. The dog owner is growing concerned. […]

St. Paul gets dumped: Travelers tightens up its brand image

Author: Jason Voiovich Ecra Creative Group St. Paul-Travelers is no more. The insurance giant announced that while it would maintain its corporate headquarters in St. Paul, Minnesota, the name “St. Paul” would no longer be a part of the company moniker. Founded in 1853, “The St. Paul” has been a part of the industry vernacular […]


Jason Voiovich
director_corporate marketing, Logic PD
Black Belt
Caffeine Addict

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