Posts Categorized: Branding

Traditional and digital media both add value

Posted by & filed under Advertising, Branding, Tips of the Trade.


Do you remember that old camp song about making new friends, but keeping the old? “One is silver and the other gold,” it said.
Those are marketing tools in a nutshell:

Digital media is your new friend – From social media ads to clean and informative websites, they get your name and products out in front of a lot of people
Traditional marketing tools are your […]

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Telling your story helps you to “be known”

Posted by & filed under Advertising, Branding, Work.


Great storytelling combines basic facts and interesting details – and it does this in an engaging way that makes the reader want to know more.
That’s true for all types of writing, including marketing your brand. It takes practice to be able to do this with finesse. Yet, it’s definitely worth investing the time to do it well or finding someone who […]

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Color energizes and connects us

Posted by & filed under Branding, Life, Tips of the Trade, Work.


I like to capture the seasons in my home. This weekend, I was bringing out glass balls to catch spring’s light (the weather was wonderful!) tucking dappled wooden eggs in baskets, and putting away an evergreen tree theme that hung around after the Holidays. I realized that this new color palette was energizing and by making fewer than a dozen changes, I had reset […]

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Color = brand essence

Posted by & filed under Branding, Community, Work.


Did you know that when people look at a logo, the color is what they remember most? Research (Color Matters) shows that over 80 percent of visual information is related to color. And, recently, more lawsuits are seeking to protect distinctive colors that are strongly associated with a brand, which further underscores the importance of color. Clearly, color is a brand’s essence because it […]

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“Advertising reflects the mores of society, but does not influence them.” — David Ogilvy, member, Advertising Hall of Fame

Posted by & filed under Advertising, Branding, Life.


In Ogilvy’s world, advertising ruled. A lot has changed since then, but one thing remains constant – the importance of what you say and how consistent you are in your messaging. The most effective marketing captures a sentiment, feeling or thought in a fresh way that connects people.
Nike’s Just do it is a good example. When people heard the line, they connected with it. […]

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Time to refresh some logos

Posted by & filed under Branding.

A lot’s changed since the ’70s. That’s why we’ve helped several organizations refresh logos that were originally designed back then. Not only did the logos look dated, but they didn’t reflect how the organizations had changed.
Any logo update should start with a definition of the target market, a brand statement, the tone and style of the organization, and a clear understanding of how the logo will be used. Establishing these criteria before design helps us develop a logo that is […]

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Give a little of your time: it’s a kick

Posted & filed under Branding, Office, Social Media.

Eugene Timbers, Website
Here’s Paul and Jürgen.
That’s Paul on the left. He’s a designer and web developer here at Cawood. Jürgen is Jürgen Ruckaberle, and he heads up the Eugene Timbers Futbol Club, a soccer program that involves about 700 kids, four of whom belong to Paul.
When Jürgen’s program won an affiliation with the Portland Timbers last year and changed it’s name, Paul reached […]

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Copywriting: A straight line between two points isn’t always the best journey

Posted & filed under Advertising, Branding, Life.

How often do you see marketing copy like: “We’re passionate about selling cornflakes!” Really? First off, I don’t believe it. Second, I don’t care.
What if you tell a story instead? People like stories. A story is a journey. And the best thing about a journey is the unexpected. Mind you, a story doesn’t have to be long – just long enough to have a beginning, a middle and and end. Here’s one I noticed not long ago while making a mojito:
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Let’s call this ‘Smokey and the Brand-it’

Posted & filed under Branding, Life.

Jackson Whole Grocer was putting the finishing touches on a much-expanded new store – as well as a new brand – and the opening date was closing in like Buford T. Justice.
JWG_logoYou remember Buford T. Justice? He’s the lawman played by Jackie Gleason in that cinematic classic “Smokey and the Bandit”. In fact, I can’t get the theme song out of my head. (“We’ve got […]

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