Chaffetz Lindsey LLP

Chaffetz Lindsey LLP brand creation, collateral, advertising & website.

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Workshop
FIND THE WORKSHOP THAT WORKS BEST FOR YOU
Branding and Marketing Discovery Workshop
by James Heaton
Get immediate answers to key questions about your products and services, and how they interact with your brand consumer's fundamental needs. read more
Advertising
September / 1 / 2010
The Business of Demand Creation
by James Heaton
I was asked to explain what I mean when I say, as I often do, "We are not in the business of demand creation." I usually go on to say, "We leave that job up to the big agencies" who seem on occasion to quite successfully create demand for products regardless of their actual quality.read more
Short Essays
December / 30 / 2011
Year End Message from Tronvig Group
by James Heaton
So far this holiday season all that many of you got from us was a warning about upgrading your version of Wordpress to protect it from malware. I thought we should do something else to express our gratitude for your business, conversation, and support this year. The idea we came up with was to pick one of our own non-profit clients, explain a bit about what they do, make a donation to them, show the link to you and tell you about it.read more
Branding
September / 5 / 2012
Your Name is Your Biggest Brand Asset
by James Heaton
Is it better to have a unique name like Kinko's or a more descriptive one like Staples? Is it better to have a name that's actually a person's name like Lowe's or somthing that really clues you in to the core business promise is such as Home Depot? International Business Machines or just a feel good symbol like Apple? There is danger and reward everywhere.read more
B2B
August / 2 / 2010
Serendipity’s Value in Business
by James Heaton
Serendipity is a significant factor in both the creative process and the business process. In my experience, making good use of serendipity is a combination of things: actively setting up opportunities, a willingness to go with the flow of events, the ability to see the thing that arises by chance, and finally, being prepared to seize the opportunity—prepared both in the sense of being open to the possibility and ready to take advantage of it. A recent article in the Economist, "In search of serendipity" reviewing the book "The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things In Motion" by John Hagel, John Seely Brown and Lang Davison reaffirms some basic ideas I have long practiced in both my creative and business life.read more
Marketing
August / 1 / 2012
I Want a New Website
by James Heaton
"I want a new website." There is a certainty in the eyes and voice that pushes back my objections. "That's what we need. Here is what we want it to do. How much will it be?"
This desire and clarity of purpose is supported by the belief that a new website will make things all better, like a mommy's kiss.
read more
Branding
April / 23 / 2013
"I Don't Need a Brand. I Need a Product."
by Laura Zwyssig & James Heaton
When saying "I don't need a brand. I need a product." the speaker was saying she doesn’t need McDonalds, she just needs fries—any fries for that matter. She doesn’t need HP, she just needs a computer or printer—any computer or printer will do. She's assuming her consumers will behave this way. I think they will not.read more
Marketing, Advertising
August / 23 / 2012
Can You Hear Me? Consistency and a Hearable Message
by James Heaton
I came upon the Jerry Seinfeld, "Don't break the chain." reference twice in two days this week. If you have not heard it, it's a recollection from Brad Isaac of some useful and practical advice he was given by a then up-and-coming Jerry Seinfeld.read more

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We are finding creative ways to help our clients make the world better. Meanwhile, Get to Know Us.

We are finding creative ways to help our clients make the world better. Meanwhile, Get to Know Us.

Chaffetz Lindsey LLP

Branding and Marketing Discovery Workshop

The Business of Demand Creation

Year End Message from Tronvig Group

Your Name is Your Biggest Brand Asset

Serendipity’s Value in Business

I Want a New Website

"I Don't Need a Brand. I Need a Product."

Can You Hear Me? Consistency and a Hearable Message

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