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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APPLIED STORYTELLING FOR COMPANIES, PRODUCTS AND BRANDS.™
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project updates recently
MAY 25 2008
Arena Stage revitalizes its brand to prepare for a bright new future in a striking new venue.
MARCH 29 2008
A new tagline for Allergan, Our pursuit. Life’s potential™, signals adoption of a new communications platform.
FEBRUARY 28 2008
Ikan System debuts in New York at MetFresh Supermarket
OCTOBER 26 2007
Lending support to the Advertising Photographers Association's "Be Original" campaign
OCTOBER 19 2007
REAL D, "The Premier Digital 3D Experience", makes its presence felt at ShowEast
project updates seen and heard gleaning meaning watch in the D
MAY 29 2008
IHOP Corporation transitions to a new corporate name — DineEquity — and a new corporate brand.
Beginning May 28, IHOP Corporation, the parent company of IHOP and Applebee’s Restaurants, is operating under a new name and NYSE ticker symbol (DIN). The new DineEquity name is the most visible element of a comprehensive corporate brand platform development effort completed by Applied Storytelling in conjunction with Santa Monica, California-based Baker Brand Communications.

In a company release, CEO Julia Stewart summarizes the thinking behind the new name and tagline: "The acquisition of Applebee's required that we select a name for our company that reflects our company's core competencies and recognizes our ownership of multiple brands, and DineEquity does just that," she says. "Further, DineEquity's tagline 'Great Franchisees. Great Brands.' prominently identifies two of the most important contributors to our success. With Applebee's and IHOP, we have brought together two great brands, and we are beginning to demonstrate how we are more successful together than we could ever have been apart. Our name change to DineEquity reflects the promise of our newly combined company."

For most consumers, DineEquity is likely to remain a background presence at most. Culminating in the name and tagline, the new brand development effort is geared to quickly convey the company’s core strengths to financial audiences and franchisees.


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