Applied Storytelling

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	FEBRUARY 28 2008
	Ikan System debuts in New York at MetFresh Supermarket
	With the promise to “revolutionize your grocery shopping”, the Ikan “intelligent shopping system” has officially launched to consumers at the MetFresh Supermarket in Brooklyn, New York. Ikan takes the idea of price scanning to an ingenious new place: Similar to how a supermarket scans what you purchase, Ikan scans and records what you discard. From there, you can improve your recycling and waste management for increased cost savings. You can also forward new purchase orders directly to your Ikan-enabled supermarket, for increased time savings. Working with the system’s Brazilian inventors together with Santa Monica-based KBDA, which designed the Ikan identity and packaging concepts, Applied Storytelling developed a name for the new system that is easy to say and use on a worldwide level. The name also makes a nod to kanban “just in time” manufacturing as well as to the “I can” sense of empowerment over time, money and waste management the smart new system inspires. your thoughts? / 0


	OCTOBER 26 2007
	Lending support to the Advertising Photographers Association's "Be Original" campaign
	Since 1982, the APA has been championing the rights of photographers and image makers worldwide. The organization’s new “Be Original” campaign www.beoriginal.org supports its advocacy role for the profession with messages that celebrate original thoughts and actions from a variety of creative professionals. Applied Storytelling’s Matthew Kruchko joins individuals from Saatchi & Saatchi, Yamamoto Moss Mackenzie and a variety of other companies in sharing insights. His? An Applied Storytelling mantra: “Hear the voices. Mix it up. Repeat the procedure.” your thoughts? / 1


	OCTOBER 19 2007
	REAL D, "The Premier Digital 3D Experience", makes its presence felt at ShowEast
	REAL D (www.reald.com), the world’s leading provider of digital 3-D systems, announced major deals to transform hundreds more of the world’s cinemas into digital 3-D venues at this year’s ShowEast. At the Orlando event, which concluded Friday, DreamWorks Animation chief Jeffrey Katzenberg also gave the new technology “a rousing endorsement.” (Variety, October 18, 2007) With a global cinema footprint and a robust pipeline of feature content, REAL D is coming into its own both as a visionary business and a distinctive brand. Engaging with REAL D from the outset — beginning with the company name itself — Applied Storytelling has worked closely with REAL D’s founders and marketers to give the company the communications platform it has needed to gain traction as a market maker and grow as an emerging global media brand. your thoughts? / 0


	SEPTEMBER 28 2007
	Allergan annual report takes a top prize in international competition
	Allergan’s 2006 annual report has taken a Top 100 prize among more than 2,500 entries representing 21 countries in this year’s League of American Communications Professionals (LACP) Vision Awards Annual Report Competition. At the invitation of Baker Brand Communications (Santa Monica, California), Applied Storytelling teamed on concepting the report and then went on to write its editorial content. For Applied Storytelling, annual report development provides an excellent window into a company’s operations and strategic direction — critical insight for use in future corporate brand development initiatives. Titled Reaching further.Living better, the annual report scored 10 out of 10 in several categories including Report Narrative, Creativity and Message Clarity. To view this year’s LACP winners, go to www.lacp.com. your thoughts? / 0


	JULY 28 2007
	Nationwide Better Health tells a new brand story
	Nationwide Better Health, a wholly-owned subsidiary of Nationwide dedicated to comprehensive health and productivity solutions, has introduced a new generation of communications that build on a brand story developed by Applied Storytelling. After naming the unit and providing initial brand development work in conjunction with Baker Brand Communications, Applied Storytelling has gone on to develop messaging and brand architecture solutions that support Nationwide Better Health’s True Integration positioning. View the brand story at www.nwbetterhealth.com. your thoughts? / 0

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MARCH 29 2008

A new tagline for Allergan, Our pursuit. Life’s potential™, signals adoption of a new communications platform.

Allergan, a global leader in several pharmaceutical categories, has grown and diversified in recent years. As it has done so, the company has felt an intensifying need to articulate what it does and why it does it in a simple and distinctive way.

Allergan’s corporate brand initiative began in earnest with the company's 2006 annual report. In early 2007, Applied Storytelling joined Santa Monica, California-based Baker Brand Communications in developing an updated brand platform for Allergan. Scope of the platform extended to positioning, brand personality targeted messaging and array of additional tools and insights. The effort culminated in the public introduction of its new tagline and mission early this year.

In addition to playing a key role in tagline and vision statement development, Applied Storytelling provided messaging insight for the company’s new web site and wrote key sections of its award-winning 2007 annual report. (See also Going Live, September 2007.)

Companywide introduction of Allergan’s new tagline and mission statement followed a December 2007 preview to director- and executive-level management. Insight, the company’s magazine, reports an enthusiastic worldwide response.

your thoughts? / 0 tagline Allergan Baker Brand Communications


					At the intersection of business strategy and individual desire exists the potential for a story charged with meaning and emotion. This story is called the brand. We provide the interpretive and analytic talent to express this story in the most powerful way. And then we help companies tell their stories for market advantage.
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