The Brand is Everything Early Client Branding Archive

The brand

is everything.

A d v e r t i s i n g , M a r ke t i n g & D e s i g n Fo r B u s i n e s s

Brand Experience.

Agriculture Stanford Seed Apparel Fisher-Price Separates, Mom & Me Fashions, Papillon Automotive Cadillac Dealers, Dunlop Tire, NETP Banking Ameritrust, Barnett Bank, Dime, Empire of America, Goldome Savings Bank, HSBC, InstaBank, Key, M&T Bank, Pennbank Cable/Telco Adelphia, Hyperion, NYNEX (Bell Atlantic) Catalog Heartlight Collection, Show Bitz Cause Marketing American Lung Association, Child & Family Services, Children's Hospital, Entrepreneurial Center, Juvenile Diabetes Foundation, United Way Cosmetics Givenchy Parfum Education: Bryant & Stratton Colleges, Canisius College, Commonwealth College, University at Buffalo Entertainment Albright-Knox Art Gallery, Artpark, Buffalo Philharmonic Orchestra, The Phantom of the Operaª (Livent)

Honors/Awards.

Food Cookin' Good Chicken, Freezer Queen Foods, My Favorite Ice Cream, Super Duper Markets, Tops Friendly Markets Health Blue Cross, Buffalo Plastic Surgery, ChildrenÕs Hospital, ElderChoice, Independent Health, InfoMiners, Millard Fillmore Health System, Skin Health Centre Insurance Goldome Agency (subsidiary of Goldome Savings Bank), EFS (Empire Financial Services, subsidiary of Empire of America Savings Bank), Independent Health (PPO/HMO), Blue Cross/Blue Shield, Humphrey & Vandervoort, Suite Solutions Packaged Goods Excedrin, Handi Wipes, Krispy Saltine Crackers, Scope Mouthwash Real Estate Association of Realtors, Home & Garden Shows, Ryan Homes Retail Credit B. Altman, Bonwit Teller, Dayton Hudson, Henri Bendel, JCPenney, Jordan Marsh, MacyÕs, Saks Fifth Avenue Software Best!Ware, Gold Disk Software, Ingram Micro, Momentum Software, Softbank Toys Fisher-Price, Momentum Software

Special honors: American Advertising FederationÕs Silver Medal for outstanding service to advertising industry and local community.

John J. Hanavan Memorial Award for outstanding contributions in the promotion of lung health and lung wellness awareness.

Professional Awards: Effies, Addys, Tellys, Professional Communicators and Art Directors

Cases in point.

Help a venturecapitalized computer peripherals manufacturer develop a marketing position that tells their targeted audiences exactly who Atto is and what Atto does.

The best full-featured, easy-to-use accounting software for small business

Getting Started Video Enclosed

CD ROM Step-By-Step On-Screen Instructions

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MYOB HELPING YOU

M IND Y OUR O WN B USINESS

F O R

W I N D O W S

Small Business Accounting

The best full-featured, easy-to-use accounting software for small business

Getting Started Video Enclosed

CD ROM Step-By-Step On-Screen Instructions

4

MYOB HELPING YOU

M IND Y OUR O WN B USINESS

F O R

W I N D O W S

Small Business Accounting with Time Biller

MayoClinic.com Lead the Internet branding effort for worldÕs most revered healthcare entity by creating the worldÕs first comprehensive Internet health/ well presence.

The best full-featured, easy-to-use accounting software for small business

Getting Started Video Enclosed

CD ROM Step-By-Step On-Screen Instructions

4

urance Health Ins k Handboo Employee s efit Ben Employee

VER SIO N

New product mix now includes Digital Cable, high-speed Internet Access, Power Link cable modem, Long Distance, Paging, and Home Security.

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VER SIO N

Show the nationÕs 6th largest cable TV company how to transition themselves into a full-service communications technology provider by developing and executing a memorable new branding campaign.

Atto

VER SIO N

Adelphia

MYOB HELPING YOU

M IND Y OUR O WN B USINESS

F O R

W I N D O W S

Small Business Accounting with Human Resources

Best!Ware Create packaging concepts that help bring MYOB Ñ the original small business accounting software program Ñ back to life as IntuitÕs Quicken and MicrosoftÕs Money start to dominate the market.

Software Distribution Services As a prelude to being sold to Ingram Micro, show the nationÕs first major computer software distributor how to move large

Saks Fifth Avenue Create twofold direct marketing and telephonic follow-up campaigns to build a stronger credit card base as Saks expands into second-tier markets.

FedEx

amounts of soonto-become obsolete Ashton Tate software titles Ñ by the warehouse-full.

Drive the creative and usability thinktank for the next stage of the FedEx web site, focusing on eMessaging.

Empire of America Savings Bank In complete confidence, conceive, develop and execute the Crisis Plan to assist key managers on dealing with the possible outcomes of this financial network being resolved by the Federal Government Ñ ÒWhat do we do if there is a run on the bank?Ó The bottom line?

Total calm when the end came. In fact, customers rallied behind the bank.

Fisher Price Toys

Help grow the Puffalumps category by developing its licensing plan, and then assist in extending the category with the promotional roll-out of a smaller version of the line Ñ Smooshies.

Hyperion

Create a branding platform for a new telephonic CLEC (carrier local exchange company) Ñ part of the Adelphia family.

StockHouse

Re-invent the worldÕs first global stock portal by creating a new branding personality, look and feel that works globally as well as locally.

Bryant & Stratton Help a struggling 100-year-old Associate Degreegranting college chain (17 campuses nationwide) redefine itself by focusing their marketing effort and product delivery on the male struggler population, creating a sense of student self confidence and worth, and directing them to promising careers Ñ ala ÒScans 2000Ó (in the year 2010, only 10% of the workforce will require a conventional four year degree).

Lead the marketing effort for an entrepreneurial golf/real estate company that snaps up hot properties that have fallen out of financial favor and brings them back to life.

Developments include Dove Canyon, Fox Valley and Tan Tara (all recently sold to other investors, including Arnold Palmer), with current emphasis on the 700-acre Port Armor Resort & Country Club Ñ 75 miles east of Atlanta.

Artpark Help bring a New York SenatorÕs dream to life by reclaiming a chemical waste dump on the Niagara Escarpment and turning it into an acclaimed and revered 200-acre mecca for the visual and performing arts.

Artpark

The Paloma Group

After establishing the brand, cross over into various vertical categories.

The Phantom of the Opera

Help Livent (Michael OvitzÕs new investment) extend and grow the equity of this long-running production by creating new profitable opportunities with crosspromotions and exclusive sponsorship packages.

Other stuff.

Giving something back.

Creative for Excedrin, Scope Mouthwash, Givenchy Parfum and Krispy Crackers (SSC&B).

Pro bono involvement includes Board level and hands-on volunteer work for the Juvenile Diabetes Foundation, American Lung Association, The Variety Club Telethon (ChildrenÕs Hospital), Canisius College and Niagara University Theatre.

Retail promotions to establish a Jack Daniels Sour Mash Whisky presence in nonalcoholic retail venues (Grey Advertising).

Love letters.

ÒWe have worked with Larry Spada and his staff on three occasions. The projects involved qualitative research regarding development of strategies and creative executions for two very different types of businesses.

In both cases, my sense of Larry and the people at his company was that they were: ➔ Extremely involved in the projects both on a personal and professional level. They were clearly informed about and sensitive to the obvious and more subtle issues at hand. They were flexible and attentive to the needs of clients. ➔ Able to think strategically as well as executionally. Both of the clients seemed to work very closely with Larry and valued his input on long range and more immediate solutions to marketing and advertising problems.

Personally, I found Larry to be down to earth, knowledgeable and receptive to findings from research. It is rare for me to meet someone as creative as he is, who can also listen and respond to input from clients and consumers. He was 100% involved from start to finish and never tired of exploring different options, while retaining a clear focus on the most important issues at hand.Ó Jane Strong, Strong & Associates Research (MA)

ÒThe first time I met Larry Spada, he told me straight out that my companyÕs marketing approach was totally off base. Long story short, turns out he was right.Ó John Wattick, Adelphia (PA)

ÒLarry Spada is honest, creative, a man of high integrity, and a good friend. He sets high standards for himself and sticks to them. Larry is very much respected by his peers and is always fair and enjoyable to work with.Ó Scot Fierle, Prep Incorporated (NY)

ÒLarry Spada and I have had a long association starting back in 1983 with Winners (Software Distribution Services). Since that time I have had the opportunity to hire many consultants, some of whom professed to specialize in high technology. Spada continues to excel. He understands customer behavior. To date, lead response and direct sale results of our Spada-conceived campaigns continue to beat the others. He took the time to learn my business and my products. He also kept an open mind to client input, not being afraid to voice a differing opinion, and always reaching for the best possible solution regardless of ego. I also appreciated the fact that he had no problems dealing with a variety of people in my organization at a variety of levels.Ó Neil Snyder, Gold Disk Software (CA)

Love letters.

ÒLarry is one of the brightest, most enthusiastic, and creative individuals IÕve had the pleasure of working with. He has a well-earned reputation for servicing the needs of his clients, and he is completely Òhands-onÓ and available at all times.

David Midland, Artpark (NY)

ÒIn my opinion, Larry Spada would be an asset and complement to any organization. His greatest quality is his personal attention to every task.Ó Antoinette Forth, ICT Smartline (NY)

ÒIÕve known Larry Spada for 11 years, and IÕve been able to see first-hand how he works with his clients. Three things comes to mind: Effective. In my business, I work with dozens of advertising and marketing consultants, regionally and nationally. Larry has the most creative mind of anyone IÕve ever worked with. Getting involved with him on strategic planning is like turning on a fountain of ideas.

Service. Because of his hands-on involvement, work doesnÕt get relegated to junior members. He stays on top of every project, and his work is executed quickly and with precision, using current technologies.

Trust. Anyone that works with Larry will agree that you can trust him on a business level Ñ as well as on a personal level. You can trust him to be effective, on time and within budget.Ó Michael Beato, Beato Enterprises (NY)

ÒWe initiated a search to assist us in re-inventing the way we do business. We interviewed more than a dozen consultants within the nine markets we serve. Our goal was to have superior service. That has proven to be exactly the case.

The service levels provided by Larry Spada have been exceptional.

We recognized his strong experience in direct response and have tried to leverage it. We admire his creative skills. I am particularly pleased that he has taken the time to study our business, understand our challenges and work directly with our managers at each of our 17 schools. We have a great deal of respect for his talents and his commitment to us. We enjoy working with him and I strongly recommend him to you.Ó Theodore B. K. Walsh, Bryant & Stratton Colleges (NY, PA, OH, VA, WI)

Love letters.

ÒLarry Spada has excellent followup and he delivers on time. He is not afraid to tell a client that something wonÕt work Ñ or it simply is a waste of money. We are very pleased with our association.Ó Anthony J. Bellia, Canisius College (NY)

ÒThroughout the years I have found Larry SpadaÕs work to be creative and diversified. A genuine interest is displayed for all clients, and the attention to detail and follow through is impeccable. Larry and his staff are dedicated, hard working, deeply conscientious and display only the highest level of professionalism.Ó Mark LoPresti, Sherwin Greenberg Productions (NY)

ÒHaving worked with numerous creative consultants in the past, the decision to select Larry Spada was not taken lightly. After interviewing several firms I can emphatically say that Spada was by far the most impressive and professional company we met with. His level of creativity and attention to detail is exceptional, and I am always made to feel like I am the most important client he has. I unequivocally recommend Spada to any business that is in need of superior marketing advice.Ó Pamela Chambers, The Paloma Group (CA, RI, NY, WI)

ÒSpadaÕs work was excellent, and went beyond the call of duty. I would highly recommend him to any company seeking a superior firm.Ó

ÒItÕs an honor to be associated with Spada. He and his entire team are some of the most outstanding professionals IÕve had the good fortune to work with. Spada would be a great addition to any organization.Ó Tomasso Occhiuto, Progressive Direct (NY)

ÒLarry Spada has been outstanding in everything he has done for us.

He is a true professional, always prompt, courteous and informative.

He has an excellent pulse on media trends. He took the time to research and understand our industry which has aided the final outcome of our strategy considerably. You would be most fortunate to have such innovative and intelligent talent handle your business.Ó Mave Milligan,

Hugh Wakeham, Livent (Canada) (The Phantom of the Opera)

Association of Realtors (NY)