Liquid Agency

Brand Marketing

Steal This Idea

This section features brand concepts and thinking tools that will help you zag, design, and innovate your way to the next business frontier. Take a look, and feel free to comment. We'd love to hear your thoughts.

By Marty Neumeier

Latest Idea:

The Strategic Pyramid

What’s the difference between a mission and a vision? How’s a purpose different from a goal? Does the corporate mission last forever, or does it change over time? If you’re confused about any or all of these, it’s not your fault. For two decades, ...

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Liquid wins big in the American Package Design Awards

September 26, 2011 at 11:18 am

Over the last four decades the American Graphic Design Awards sponsored by GD USA has become a revered and extensive annual design competition. We are pleased to announce that in the 2011 competition, Liquid Agency was the recipient of six awards in categories that include brand identity, poster design, and POP merchandising.
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POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | Comments (0)

Bill Zabit, veteran branding expert joins Liquid as Executive Vice President.

July 28, 2011 at 1:01 pm

We’re very pleased to announce that Bill Zabit has joined Liquid Agency as the company’s Executive Vice President. Bill will work closely with the two founders – Scott Gardner and Alfredo Muccino – to continue growing the company with special emphasis on delivering value to clients in the process of major transactions, crisis and change.
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POSTED BY: Alfredo Muccino | CATEGORY: Brand Relevance,Brand Strategy,Brands & Blogs,Brands in general | Comments (0)

The Design Well

The Design Well

July 12, 2011 at 9:55 am

When you apply the design process both deeply and broadly, you can create rich brand experiences that turn customers into believers. The trick is to do what Shakespeare did in creating his plays. By designing entertainment products that worked on multiple levels, he was able to increase not only the number of customers but also their satisfaction, so they came back again and again. Here’s a diagram called the design well that will help your visualize how your company is understood by its various audiences.
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POSTED BY: Marty Neumeier | CATEGORY: Brands in general,Steal this Idea | Comments (6)

The Rickshaw Run 2011: The adventure of a lifetime.

June 15, 2011 at 10:45 pm

Alfredo Muccino just returned from driving a rickshaw across the entire country of India, risking life and limb in a race called The Rickshaw Run. Why did Liquid sponsor such a crazy idea? To raise money for charity and to support the idea that life should be an amazing adventure.
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POSTED BY: Alfredo Muccino | CATEGORY: Brands & Blogs,Brands in general | Comments (0)

Tornadoes and golf-ball sized hail did not stop Alfredo Muccino from delivering his presentation about the latest trends in design at POPAI’s Design Trends Conference in Dallas.

June 14, 2011 at 4:56 pm

According to Alfredo Muccino, relevant design is influenced by cultural values and takes into account emotional as well as intellectual factors. Alfredo was invited to speak in Dallas at the Design Trends Conference sponsored by POPAI – The Global Association for Marketing at Retail – where he shared his insights about new directions in design and how this is affecting the retail experience.
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POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | Comments (0)

A conference about the real value of design.

June 6, 2011 at 2:06 pm

The Design Management Institute’s European conference “The Value of Design” took place in Amsterdam and it featured Liquid’s Director of Transformation, Marty Neumeier as one of the keynote speakers. The conference stressed the importance of design as a valuable business tool and the need to elevate its role in the corporate structure.
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POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | Comments (0)

Alfredo Muccino interviewed by Content.

May 27, 2011 at 2:56 pm

Content Magazine is a new bi-monthly magazine showcasing the many talented folks who contribute to the vibrant cultural community of San Jose, and one of the first people to be featured is our very own Alfredo Muccino, the Chief Creative Officer and Co-Founder of Liquid Agency.
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POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | TAGS: Alfredo Muccino, Artists and designers San Jose, Content Magazine, Daniel Garcia, Design community Silicon Valley, life and culture, Liquid Brand Agency, San Jose art| Comments (0)

A summary of findings from the Liquid Brand Summit 2011

May 5, 2011 at 8:17 am

Yes it's finally here, the Best Practices Report from this year's Liquid Brand Summit, held in March at the Four Seasons Hotel in Palo Alto.
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POSTED BY: Alfredo Muccino | CATEGORY: Brands & Blogs,Brands in general | TAGS: brand marketing, Liquid Brand Sumit 2011 Best Practices Report, Liquid Brand Summit Best Practices| Comments (0)

Brand advocates are more important than ever.

April 26, 2011 at 1:32 pm

The growth of the social web has meant one thing to a lot of people: information overload. So much so that folks are regularly sharing content without consuming it — we’ve all been guilty of this at one time or another. You get a headlined Tweet or Facebook post from a particular writer or brand X and you pass it along, never bothering to click through and actually read or view the content.
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POSTED BY: Alfredo Muccino | CATEGORY: Brand Advocates,Brand Management,Brand Strategy,Brands in general,Digital Branding,Social Media and Branding | TAGS: Brand advocacy and advocates, brand transformation, content sharing, David Sparks, Liquid Agency, Mashable, Social Media and Branding| Comments (1)

Liquid’s exclusive interviews with brand marketing experts.

April 24, 2011 at 10:17 pm

Branding isn’t something you do once and forget about. Companies that truly transform their brand do it from the inside out . . . in an ongoing process that drives authentic and continuous change. By embracing change, brands are able to create a culture of innovation — and innovation, after all, is key to sustainable success.
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POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | TAGS: Brand Impact Report, brand transformation, branding, Branding Agency, Liquid Brand Summit Best Practices| Comments (0)

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Spotlight

Alfredo Muccino speaks at TEDx Patagonia.

During the Conference on Enterpreneurship in Santiago Chile, Alfredo Muccino had the opportunity to deliver a talk at TEDxPatagonia.

Nike: The Advantage Within.

Nike Global PR asked us to develop launch materials to promote the release of the Nike 2011 Hyperfuse and Hyperdunk, and provide the media with the intangible insights into how premier athletes take their game to the highest level. What truly gives these players a competitive advantage? We delivered a custom physical kit as well as an extensible microsite.