Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


What Old (or Tired) Firms Can Learn from the Rebranding and Marketing of a 125-Year-Old Beer Brand

By Joe Walsh
June 30, 2015
What Old (or Tired) Firms Can Learn from the Rebranding and Marketing of a 125-Year-Old Beer Brand

In our recent study, Brand Regression?, we asked CMOs and CEOs of professional service and broader B2B firms to list the top catalysts for changing their brand strategy or expression (visual identity). See the full study here.

The two top reasons were "our brand is old and tired" and "our competitive landscape has changed." Sounds like a common problem in your corner of the B2B market, right? Well it's common in B2C categories, too, like beer.

That's why a recent Adweek article on how Narragansett Beer rebuilt its brand caught our eye. The beer is from Southern New England, near where I grew up. The low price offering had earned a reputation for being low quality; people called it Nasty-gansett. Talk about a brand problem.

Now all that has changed with product innovation, repackaging and smart campaigning that blends social media, branded content and events. Have a quick read of the Adweek article on rebranding for some refreshing inspiration.

Of course, not all the tactics will be right for your marketing but the out-of-the-can thinking is worth sampling.