Category: Branding

Big news! Orangefiery has been shortlisted for a PRWeek Healthcare Award in the Best in Health Innovation category for our rebranding work for Lyndra Therapeutics. This project was one of our favorites of recent years. We were brought in to lead a brand refresh as the company prepared to enter a pivotal program on its […]

In the summer of 2015, Disney Chairman and CEO Bob Iger wanted to be candid with the investment community about an issue that had been haunting the company for a while.

The official birth of Orangefiery was 2014, which means we’ve now been in business for five years. Boy, that was quick. A lot has happened, both in business and in life. In thinking about the passage of time, I’ve been reflecting on two sticky notes in my office, each of which has particular significance.

The official birth of Orangefiery was 2014, which means we’ve now been in business for five years. Here’s what we’ve learned about the importance of offerings, client centricity and culture to our business.

By Mike Kuczkowski Last week, the coffee giant Starbucks launched a campaign encouraging its baristas to engage customers in a dialogue about race. Baristas around the country were encouraged to chat about race with their customers and write “Race Together” on each coffee cup. It was a bold move, not without risk, and it has […]

Filmmakers at the Mill Valley Film Festival spoke about how transmedia storytelling boosted their projects By Mike Kuczkowski The rise of what many call “transmedia storytelling” has been both exciting and disruptive for communications professionals. My former Edelman colleague Steve Rubel speaks and writes usefully and at length about this concept; I’ve lectured on it to […]

By Mike Kuczkowski A couple of weeks ago in Cupertino, a huge brand put everything on the line to try to re-establish its relevance in the face of doubts about its ability to execute. Its actions were beyond innovative — I’d argue they were revolutionary and hold the potential to transform the industry going forward. […]

Two major brands, Nike’s Jordan brand and Gatorade, have produced tribute ads to Yankees Shortstop Derek Jeter, who retires this week. Which did a better job of expressing Jeter’s brand? Here’s our scorecard. R2SPECT  Produced by Nike’s Jordan brand, the spot features celebrities, athletes, firefighters, police, doormen and fans appropriating Jeter’s signature hat tip, under […]

By Mike Kuczkowski Derek Jeter has done a lot of amazing things on a baseball diamond. He’s amassed more than 3,450 hits, the sixth most of all time. He’s played more games and has more hits at shortstop than anyone, ever. And, he has won five World Series rings, most among active players. With Jeter, […]

After Robin Williams’ death last week, many media outlets produced some fine tributes (and some have done some disgraceful things, too.) If you have not listened to Mark Maron’s podcast with Williams, you should.