Z Blog

The foundation of building a brand starts with taking a new perspective. The world is constantly evolving, and with it, so are our thoughts and ideas. Our people share insights on various topics within the industry in hopes of discovering common bonds and sparking conversations.
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Inspiration: Why it’s essential to our culture

We talk a lot about inspiration around here. It's baked into the work we do and  it's a core principle we live by. It's fair to say inspiration is a driving force for the way we do business. Our Chief Strategy Officer, Chris, gets to this point much better than I could in this article. So I'm not going to retrace that ground, but rather I want to take this opportunity to frame some of the reasons why we put inspiration at the center of our business.   We are a culture driven company. In practicing what we preach, we expend a lot of time and energy to purposefully create a culture that truly captures who...
Posted by Dave Townsend
Branding Design Thinking

How We Found Inspiration in Collaboration

Inspiration can be found anywhere, but when we teamed up with CR Architecture + Design to brand the revival of a historic hotel, we found it in collaboration.   I try to let anything and everything inspire me. I also tend to romanticize everything. For example, instead of flying to Rhode Island last year, I took a train. My romantic side said it would be a way to see America – both its beautiful terrain and its people. In reality, it was a fairly uncomfortable 24 hours of being on a train. Nevertheless, the people and places I saw inspired me. I find inspiration in...
Posted by Matt Boylson
Branding

Finding common ground

In a world that feels constantly divided over politics, sports teams, and the color of a certain dress, finding commonalities is more important to consumers than ever. If a customer feels they can no longer relate to the product or service they are purchasing, or the people trying to sell it to them, they will quickly go in search of another. We have a seemingly endless number of choices, and the power to select which companies and brands we best relate to. As your customers face their many options, how can you discover and promote commonalities to attract the ideal audience for your brand? Be...
Posted by Michelle Kolenz
Branding

The Brand Imperative That Can Determine Success or Failure

Ever heard of the brand, Wesabe? How about Webvan? No? You’ve likely never heard of them because they were promising businesses that died in their infancy. You have heard of Mint.com and Amazon Prime Now. These massive operations are what could have been for Wesabe and Webvan, respectively. Wesabe was a personal finance website that opened in 2006 and closed a short time later in 2010. It was meant to be a site that would help consumers budget their money and make better spending decisions. At the height of its success, the company received ample venture capital financing and signed up 150,000 members. But a...
Posted by Katie Peters
Howto

5 Tips on How to Get the Most out of Your Internship

This fall marks the start of a lot of great things in my life: the start of my senior year, the start of my study abroad experience to London, and the start of a new apartment lease with my best friend. It also marks the end of my internship here at Intrinzic, where I have spent three months shadowing the account team on day-to-day tasks. I’ve interned a few times before, but with this experience under my belt I’m ready to share some of the tips I’ve learned from the inimitable experience of professional practice. Note: These are my tips—right, wrong or indifferent—so please take...
Posted by Nathan Nye
Branding Design

Using Design Thinking to Understand Your Brand Essence

As humans, we all have our own unique story. Every mistake made, lesson learned and achievement gained came from a journey that has allowed us to land where we have today. Those journeys, exciting, adventurous, and, at times totally exhausting, are what build the details of our one-of-a-kind stories that can’t be replicated or edited by ourselves or anybody else. They’re our ever-growing foundation that reminds us where we came from while simultaneously influencing our direction forward. Like people, organizations experience their own unique journey that builds their foundation. Of course elements like heritage and perspective have a major role in developing a journey, but...
Posted by Courtney Morgan
Design Thinking

Beyond the Facts: How Stories Unite

Intrinzic’s Rob Pasquinucci recently sat down with Craig Atkinson, Vice President of Communications and Strategic Services at The Walsh Group and Safety Week Committee Chair, to discuss how storytelling techniques have the power to motivate audiences across an entire industry. Rob: We just wrapped up another successful Safety Week campaign. One of the elements that has been a key part of the campaign over the last few years is a push to go beyond merely telling workers to “do safe things,” but to develop narratives that rally workers to consistently WANT to make safe choices. Why did the committee choose to do this? Craig: We...
Posted by Rob Pasquinucci
Branding Public Relations

Don’t Buy This Jacket

How Patagonia Provides a Map to Brand Authenticity For those who’ve never stepped foot in an REI store or aspire to climb a rock face, Patagonia is a brand of outdoor gear that traces its roots back to the 1970s, when it started making mountain climbing gear. The company has long supported environmental activism, and created waves with a strikingly honest 2011 Black Friday ad campaign suggesting that purchasing less stuff — including Patagonia products — could benefit the environment. The ad copy goes on to spell out what resources go into making one of its bestselling jackets, including 135 liters of water and 20...
Posted by Rob Pasquinucci
Branding

What’s hard at first, messy in the middle and gorgeous at the end?

Is it time for your brand’s visuals to change? Change often hits us from behind. And it’s usually either inevitable or beyond our control. Change is everywhere; in our personal lives, in our professional lives, and in our brands’ lives. I’ll personally be confronting one of the biggest changes of my life this August when I prepare for my first child to enter this world, joining my husband, myself, and her or his eldest sibling: our perfect goldendoodle, Indie. No matter if you are going through a slow change, small change or life-altering change, it’s important to adjust to the new normal. Life transitions can...
Posted by Sarah Fry
Branding Design Thinking

The Time for Change? Always.

Is your brand’s story ready for a new season? Spring fever. I’m feeling it. Aren’t you? That tingle of excitement, anticipation and wanderlust started rising in late March and is in full force now that the solstice is getting near. It can’t be helped—we’re biologically incapable of resisting the warmth of rising temperatures and the energy that comes with longer, light-filled days. The lush greenness of the natural world has made itself known, and the earth has recreated herself one more time, a new and incredible variation on a beloved theme. This desire for change usually has me re-evaluating everything from the trivial to the...
Posted by Abby Otting

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