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Lessons Learned From Waiting Tables—And How To Apply Them To Business - Make it stand out GETTY https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/71b6f63f-a3ac-41af-9932-d9ed1ec8e021/forbes-agency-council.jpg Thinking - Lessons Learned From Waiting Tables—And How To Apply Them To Business - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.brandnow.com/thinking/blog-post-title-one-gkn82 monthly 0.5 2025-06-04 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1cb3148f-ff50-4ec3-a1a2-272ac9643165/permission-to-choose-stef-ziev-BdfR8cJCvD3-bIKuZc4pEMg.1400x1400.jpg Thinking - The Choice to Take a Chance - PODCAST | Permission to Choose Lynn Altman is the president and founder of Brand Now, a branding and innovation agency in New York. 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https://www.brandnow.com/our-work/biomilk-packaging monthly 0.5 2021-04-23 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1623246960689-STW0A7FIL61WVM2XGTXD/website-design-casestudy-biomilk-v4-210609_1.gif Work - Biomilk™ https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619124737502-TKP9ST9CKJE64F8JAE6R/Mask+Group+18.png Work - Biomilk™ https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619124748397-0HWZPJ0DEDMPY5EU0TJ2/Mask+Group+19.png Work - Biomilk™ https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619124815546-3MNYMWD8Q4OS5I5YIV0Z/website-update-biomilk-products-1-lineup.png Work - Biomilk™ https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619125013307-EOLWSEOTTKKHNRUDZIO1/Group+29.png Work - Biomilk™ https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619182892895-M80LUQZ1N7JB09R6Z6CH/Mask+Group+25.png Work - Biomilk™ 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Work - Nestlé® Toll House® Seasonal Baking Truffles - The breakaway success of this launch resulted in seasonal returns of Pumpkin Spice and Peppermint, and year-round shelf availability for the Sea Salt Caramel variety. https://www.brandnow.com/our-work/cfa-institute-research-challenge monthly 0.5 2021-01-08 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620161426088-S9VNISPPB1G257PAD26N/Group+24.png Work - CFA Institute Research Challenge - CFA Institute, a global institute of investment professionals, holds an annual competition that provides university students with mentoring and intensive training. The Research Challenge was losing relevance and being relegated to “just another student competition.” https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620160727059-7R8Z1W2DTS6Y1S0JQYL8/CFA_Adcepts_New-Logo_021420.png Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620160804630-Z5AIPI012T5RAQM8WKUP/CFA_Adcepts_New-Logo_021420.png Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620160754811-RSEYWKQT1XBMKH4LYRSW/CFA_Adcepts_New-Logo_0214203.png Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620160829370-SPV75T8RBL7ZJVMEEVYZ/CFA_Adcepts_New-Logo_0214203.png Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620159641224-EORMB8F7FQ3ZARMDCV7U/Mask+Group+5.png Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620160016314-AXRR86NJMT85DF6KNJXD/website-casestudy-cfainstitute-animated-mobile-2.gif Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620159717432-0Z81OMBOIYIZVRX7F0LE/website-casestudy-cfainstitute-animated-mobile_1.gif Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620159659933-BD9VMPTBNY0ZZ41ZWGCC/Mask+Group+6.png Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620160952860-8L6PK7JRFFHVBWOQGDOU/RC-deliverables_EMBEDDED_022820-19.png Work - CFA Institute Research Challenge https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620160969033-C6XCOOVY09ZY3YUKDCDY/SIMS-deliverables_EMBEDDED_022820-08.png Work - CFA Institute Research Challenge https://www.brandnow.com/our-work/white-ribbon-alliance monthly 0.5 2021-01-15 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/c7dfd93d-3bb8-4d40-9abe-55f20e4885e4/WRA_H_LogowTagline_White_gradient-01.png Work - White Ribbon Alliance - We began working with the White Ribbon Alliance (WRA) to expand their focus from preventing maternal death to promoting global women’s maternal health rights. The challenge was how to communicate their broad domain of service and long-term vision in a way that was contemporary and accessible yet still communicated the full impact of their work. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1632940195195-LKXA2WFAZ9KQJEIEDCHP/WRA_HLOGO_afghanistan.png Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/f488537c-90bc-4b5c-9927-56d7ae3ffeba/WRA_V_LogowTagline_Color-01.jpg Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1632940152802-3EJWXKUYWOU4PRXBBNPL/WRA_HLOGO_we+support.png Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/3f63ce5e-0650-43d6-b9c1-30f2231a42cd/WRA-little+book+of+wins-mockup-spread.jpg Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1632940303738-9SRMND7AUZXUFDJDF0RW/joinUs.png Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1632940374544-J8ETHOEVG1EAAKKS7LRO/Group+4.png Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1051b914-1f3d-4b60-83d3-3e7d5d1078ad/Group+7.jpg Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/289addeb-1f75-47b4-a10d-f9d3faf0999e/WWW-animated-logo.gif Work - White Ribbon Alliance - As The White Ribbon Alliance grew in their outreach, they formed a partnering campaign called What Women Want, meant to demand quality healthcare for women and girls around the world. We created a logo that was able to adjust to any region in the world with language changes, as well as fit on a variety of different platforms, both digital and print. It was also essential that the logo work in tandem with any other mark that it was paired with when a partnership was present. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1632940760433-Z118R3AGKZWTDBMJRONQ/Foto%2Bcampa%C3%B1a%2Bwhatt%2Bwomen%2Bwant%2B-%2BDenisse%2BSacsa.png Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1632940646098-56O7LZMGNKSB1R4HNU9A/8dedc572079a29782190fb3576a288bf.png Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1632940708415-75CV725NSZOQQP1N3XFD/Mask+Group+24.png Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/642ac6ca-0ef5-4ec0-adba-5e5f534ef58e/2f7408da6a6dbee18b7835fc2cb1b5ca.jpg Work - White Ribbon Alliance - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/a4d26e7f-8789-4de7-87bd-d1043d5a6fa7/afghanistanpic2.jpg Work - White Ribbon Alliance We are proud to have worked closely on so many projects with WRA Global that have helped improve and save the lives of women everywhere. https://www.brandnow.com/our-work/kiehls-clearly-corrective monthly 0.5 2021-02-05 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1631546904741-BYZKBFGYNH9ITZ5DEO52/GettyImages-1138747364.jpg Work - Kiehl's Clearly Corrective - In order to create claims that would be compelling, credible and get Kiehl’s back into a leadership position with this offering, we used our Qualstorming methodology with Prosumers in Seoul, Tokyo, and Shanghai. By understanding consumers’ beauty aspirations and cultural nuances within these key markets, we were able to cultivate insights and generate highly effective claims. How effective were the claims? All 10 outperformed what was currently in the market. https://www.brandnow.com/our-work/bodi-ome monthly 0.5 2021-01-28 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1631563193628-RK6SSOYRR3VMIHPFV6TN/gettyimages-1184595440-612x612.jpg Work - Bodi-Ome - Consumers understand the positive effects of probiotics for their gut health, but few truly understand the untapped force-for-good of the microbiome. Recognizing the broader potential for probiotic usage, Reckitt Benckiser developed clinically proven probiotic strains with targeted health benefits for immunity, stress, heart health and beyond. Our challenge was to position this line of products, by educating and engaging consumers to expand their understanding of what the microbiome can actually do. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1631564186187-WGQVQVDL7PY07SOZVI4S/bodiome-line+up-3.png Work - Bodi-Ome - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1631633171367-YJ4MYQUE0LE9VFC5QEU7/iStock-1199706292edit.png Work - Bodi-Ome - We tapped into the overarching insight—that caring for your microbiome can unlock your human potential—to create the brand positioning and manifesto that captures this optimistic and imaginative spirit. New to the market, we are excited to see how it positively impacts consumers and gives back to Feed America. https://www.brandnow.com/our-work/stouffers-bowlfuls monthly 0.5 2021-01-15 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1631567058453-EAG69MJQ5TJ4SA2Z1EAQ/gettyimages-1128092980-612x612.jpg Work - Stouffers® Bowl-fulls™ - Inspired by the food bowl craze sweeping across every cuisine and every part of the day, Stouffer’s developed a product platform for their frozen line. In order to ensure it fit their brand, they brought us in to develop a brand name and positioning for the line. https://www.brandnow.com/our-work/batiste-water-cleansing-foam monthly 0.5 2021-02-08 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1612554305152-ZJLD94OEWZI5YR84KUH9/image.jpg Work - Batiste™ Waterless Cleansing Foam Photo by Anton Smirnov/iStock / Getty Images https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1612554214983-9EXGIOOOV16XS3RCAHJ5/image-asset.jpeg Work - Batiste™ Waterless Cleansing Foam Photo by iprogressman/iStock / Getty Images https://www.brandnow.com/our-work/coffee-mate-natural-bliss monthly 0.5 2021-01-08 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620162047943-25C9EBY293GOBCNQWH7D/Mask+Group+2.png Work - Coffee mate® Natural Bliss® - We explored a range of solutions from optimizing existing flavor sources all the way to pioneering plant-based offerings. Natural Bliss hit the perfect note, with simple-yet-decadent flavors delivered through real, recognizable ingredients. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620162316897-WDNCWNXI7K5246EWI65W/stat-numbers-01.png Work - Coffee mate® Natural Bliss® Most successful creamer launch in the category’s history https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1620162328469-U3EUEICLI8SVPOMUIEE4/stat-numbers-02.png Work - Coffee mate® Natural Bliss® 13 years and still growing strong. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1631552278446-VLX5V7OJ14SY5YJ28H23/gettyimages-931804950-612x612.jpg Work - Coffee mate® Natural Bliss® https://www.brandnow.com/our-work/wendys-redhead-roasters monthly 0.5 2021-02-05 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1612751266676-36X3UVNMJEVPV1E9JW5H/image.jpg Work - Wendy’s® Redhead Roasters™ - Breakfast was back, sometimes even all day, and coffee culture was rapidly evolving. Wendy’s needed to create a stronger presence in this space to compete with the usual suspects on both the fast food and coffeehouse fronts—especially for their “fast foodie” target, but all they had was a generic coffee brand. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1612751248102-11OOQOIYIWGWL47EIA8T/image.jpg Work - Wendy’s® Redhead Roasters™ - We explored the emerging coffee culture and new ways that consumers were experiencing breakfast as the framework for our ideation sessions. https://www.brandnow.com/our-work/arm-hammer-powder-laundry-detergent monthly 0.5 2021-04-27 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619545055982-C6JVCTU4U4FPVJIV9IFK/website-casestudy-armandhammer-animated-desktop.gif Work - Arm & Hammer™ Powder Laundry Detergent https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619541628817-IEA2992Y73PUKSGKDSQ6/website-casestudy-armandhammer-animated-mobile-test.gif Work - Arm & Hammer™ Powder Laundry Detergent https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619544351358-IV6QEBX5TQ31X95WG8KP/Group+22.png Work - Arm & Hammer™ Powder Laundry Detergent https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619544548175-SBAB9TAF5QJBW2OOV0XH/Mask+Group+6.png Work - Arm & Hammer™ Powder Laundry Detergent https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619544442922-LCDY87UUIZPBVQTZMKRP/Group+26.png Work - Arm & Hammer™ Powder Laundry Detergent https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1619544473294-7K1I77WB6QJNXYYYOPDK/Group+27.png Work - Arm & Hammer™ Powder Laundry Detergent https://www.brandnow.com/our-work/nair-shower-power monthly 0.5 2021-02-05 https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1622039707192-D66VYDZHLC06SUH7V531/GettyImages-1212259780.jpg Work - Nair Shower Power - Nair was the leader in the depilatory category, but the category was declining and the consumer experience carried some baggage. Even though depilatories deliver great long-lasting results and nick-less hair removal, the unpleasant smell and inconvenient wait time were hard things to overcome. Nair was the leader in the depilatory category, but the category was declining and the consumer experience carried some baggage. Even though depilatories deliver great long-lasting results and nick-less hair removal, the unpleasant smell and inconvenient wait time were hard things to overcome. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1631625894126-XF4Q4R8C08ICXD5J1HLJ/Group+1.png Work - Nair Shower Power In order to do uncover meaningful, category-changing opportunities, the first thing we did was address the pain points head on. By moving the product experience into the shower versus the bathroom, we shifted those awkward minutes in the bathroom into an excuse to extend the relaxing shower ritual. https://images.squarespace-cdn.com/content/v1/5f847fa0501c8d039822b7bb/1631627477870-KDR2MMZCE88D5KUSOIVU/GettyImages-1212259777.jpg Work - Nair Shower Power - Shower Power’s success didn’t just meet our client’s need for an innovative new product, it over-delivered on business expectations and became a featured product format for nearly all of Nair’s subsequent subbrand extensions. In order to do uncover meaningful, category-changing opportunities, the first thing we did was address the pain points head on. By moving the product experience into the shower versus the bathroom, we shifted those awkward minutes in the bathroom into an excuse to extend the relaxing shower ritual.