What we've been up to lately.

What we've been up to lately.

Wheat Thins Gets a New Look


Playfully vibrant and honestly good, Wheat Thins is made with 100% whole grain wheat. Davis created a fresh look for this brand, tying it closer to the GOOD THiNS family of snacks. Now on shelves across North America, the new design for this loved brand brings the cracker back to its whole-grain roots.

Listen to Your Community Manager


Imagine your brand’s social media profile is a town. Just like any community, people find a way to congregate & connect: they wave, say hello to their neighbors, and start conversations. If they see something they don’t like, the people voice their opinions to the mayor. At the same time, the mayor takes steps to check in with the community and find out what they need.

Your brand’s social media community manager is like the town’s mayor. They man the page, post the content, field questions & complaints, and interact with fans on a daily basis. 

This unique position makes the community manager an asset for measuring meaningful fan engagement. And as your engagement grows (which it should), an interesting change takes place. The community manager becomes a real member of the fan base they’re monitoring.

Their relationship with page fans may start out as a virtual connection, but over time, if they run the page properly, they start to get to know the individuals who follow the page. They’ll know that Rodney visited your Toronto location this week and was blown away by the amazing customer service. Or that the “How-To” video you posted helped John pull off a great family dinner. Or that Whitney’s French bulldog loves the stuffed mascot she won in last month’s giveaway.

This intimate knowledge of a social media fan base becomes a key asset to your brand arsenal. Not only is the community manager a voice for your brand to the public, but they have also become a strong voice for the collective – leading to insights for developing branded content that motivates consumers to engage authentically.

Dramatic Simplicity™ & The Colorblind Neuroscientist


Via Frank Jackson in the Stanford Encyclopedia of Philosophy

Mary is a brilliant scientist who is forced to investigate the world from a black & white monitor. She specializes in the neurophysiology of vision and acquires all the physical information there is to explain why a person will describe a tomato as “red” or the sky as “blue.” She discovers just which wavelength combinations from the sky stimulate the retina, triggering the central nervous system to contract the vocal chords and expel air from the lungs to utter the sentence, “The sky is blue”…What will happen when Mary is released from her black & white room or is given a color monitor? Will she learn anything…or not? Lesson here is always keep your color swatch book handy.

Nida-Rümelin, Martine, "Qualia: The Knowledge Argument", The Stanford Encyclopedia of Philosophy (Summer 2015 Edition), Edward N. Zalta (ed.), Retrieved from https://plato.stanford.edu/archives/sum2015/entries/qualia-knowledge/.

Dramatic Simplicity™ & The Prisoner's Dilemma


Via the Stanford Encyclopedia of Philosophy

Two criminals are arrested for robbing a bank and placed in separate isolation cells. Both care more about their personal freedom than the welfare of their accomplice. A clever prosecutor makes the following offer to each: “You may choose to confess or remain silent. If you confess and your accomplice remains silent, I will drop all charges against you and use your testimony to ensure that your accomplice does serious time. Likewise, if your accomplice confesses while you remain silent, they will go free while you do the time. If you both confess, I’ll see to it that you both get early parole. But if you both remain silent, I’ll have to settle for token sentences on firearms possession charges. If you wish to confess, you must leave a note with the jailor before I return tomorrow morning.” Clearly, they should just make the logo bigger.

Kuhn, Steven, "Prisoner's Dilemma", The Stanford Encyclopedia of Philosophy (Spring 2017 Edition), Edward N. Zalta (ed.), Retrieved from https://plato.stanford.edu/archives/spr2017/entries/prisoner-dilemma/