Publication: MediaPost

CBX Creates Pro-Bono Work For She Should Run

July 20, 2016

CBX crafted a new brand strategy for new, pro-bono client, She Should Run, a nonprofit to advance women and girls in public leadership. She Should Run collaborates with corporate partners to develop ways to motivate girls to explore leadership opportunities. The latest example is the company’s partnership with Mattel, Inc. on the new President and Vice President Barbie, launched this week. “While female leadership continues to reach new milestones, only 39 percent of girls say they want to be a leader, according to a survey by the Girl Scout Research Institute,” said Erin Cutraro, co-founder and CEO of She Should Run. “The Barbie line’s first female presidential and vice presidential ticket is a way of harnessing the power of young girls’ imagination to help them discover their own leadership potential. Ideally, it will lead to more girls in leadership roles in the years to come.”

Originally published by MediaPost

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CBX Helps Nonprofit In Quest To Inspire More Females To Enter Politics

July 14, 2016

Brand agency works with She Should Run to add punch and clarity to its messaging; organization inspires women and girls to get in the race for public leadership to make a bigger impact.

She Should Run, a nonprofit committed to advancing women and girls in public leadership, is armed with a new messaging strategy thanks to pro-bono help from brand agency CBX.

“The role of women and girls in politics is receiving more attention than ever thanks to the historic 2016 presidential campaign,” noted CBX Creative Director Lesley Stordahl. “While national attention is on the presidency and top 30 elected positions, there are over 500,000 seats in public leadership. Only 20% of those seats are held by women. She Should Run is there to encourage women to take a seat at the table and amplify their voice in the national debate.”

Experts from CBX helped Washington, D.C.-based She Should Run add punch and clarity to its messaging by leveraging the proven principles of brand communication. She Should Run frequently collaborates with corporate and other partners to find new ways to motivate girls to explore leadership opportunities. The latest example is the nonprofit’s partnership with Mattel, Inc. on the new President […]

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BIZ DEV: CBX Rebrands Avalon Organics

May 4, 2016

CBX rebranded Avalon Organics, a line of organic beauty products. The agency reframed the brand with the Personal Care team at Hain Celestial. In addition to creating new packaging, design and nomenclature systems for Avalon’s five product lines, the team built a brand book; clarified Avalon Organics brand personality; and conducted internal training to support writing around the new master brand. New packaging designed for Avalon Organics’ shampoos, conditioners, moisturizers and other products – including those belonging to its Intense Defense and Wrinkle Therapy lines – are now available nationwide. “We did a wholesale change from the Avalon Organics brand’s previous look, although we did preserve important equities such as the green bottle color,” said Rick Barrack, chief creative officer and founding partner. “We wanted to make a big deal out of transparency and owning the brand colors for more impact at shelf. It’s a crowded category, so brand-blocking was important.”

Originally posted by MediaPost

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In the Mood For Brand Love

February 14, 2012

By Gregg Lipman:

It’s Valentine’s Day, which got us in the mood for -– you guessed it -– love. In particular, brand love. We went out to the street and performed a down-and-dirty survey to find out just what brands make us weak in the knees, who is worthy of a long-term commitment, and who we want to break up with.

Here’s what people had to say:

Brand You’d Buy A Drink

Pinterest. You’ve been hearing all about her for a few weeks now — she’s the girl on everyone’s lips; she’s the next big thing. But is she really as cool as everyone says she is? After one drink, you’re sure to find out.

Brand You’d Take Home For The Night

Twitter. It’s destined to be a brief encounter (no more than 140 minutes, tops), but it’ll likely be pretty fun while it lasts. He’s certainly hot right now, but you wonder if he’ll be around in five minutes — let alone five years.

Brand You’d Kick Out The Next Morning

Wal-mart. The night before, you were wooed by all the talk of mega-this and mega-that, of all the low prices and special offers. But the next morning, […]

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Happy Valentine’s Day, Apple! They Love You

February 13, 2012

Brands are spending a lot of effort (and money) trying to get consumers to “Like” them on Facebook, but there are only a few brands consumers truly “love.”

According to a survey of 1,000 people conducted by New York-based brand agency CBX, Apple is the brand they “love the most,” followed by Sony, Coca-Cola, Nike and Pepsi/Mountain Dew. The reasons listed for loving those companies ranged from “innovative” (Apple) to “reliable and dependable” (Sony) and “great/good taste” (Coca-Cola).

Rounding out the Top 10 list were: Wal-Mart, Samsung, Chevrolet, Dell and Amazon. Apple was the clear winner among both men and women, although men were more likely to choose Nike and/or Sony as their second and third choices, while women picked Coca-Cola second.

“‘Love,’ in all aspects of life, is about having a deep affection for something or someone. As love gets deeper, you start to develop feelings of trust, comfort and stability for/from that person or brand,” Greg S. Lippman, managing partner of CBX, tells Marketing Daily. “In the case of this survey, I think that all of these brands provide something to people that they believe they cannot get elsewhere. And in most cases, they also get that feeling […]

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Welcome to the United Brands of America

July 7, 2011

By Gregg Lipman:

In case you haven’t heard, Will and Kate (Duke and Duchess of Cambridge to you and me) are coming to America this week, to California to be exact. Their trip itinerary seems to be set, but we thought that we, as an American branding agency, would offer them our list of, er, quintessential American brands that will give them a rather uniquely American experience. We’re hoping they take time out of their busy, expected and likely boring schedule to check out at least one of our more appealing options.

Disneyland People magazine will be paying big bucks for a shot of Wills and Kate riding Space Mountain, their hands thrown up in exhilaration … and posing with Mickey and Minnie … and looking for buried treasure (not like they need it) at Pirates of the Caribbean. This iconic park is a must for any visitor to L.A. — and a visit here means that, from that point forward, when people ask them, “Do you Disney?” (to quote a recent New York Times magazine article), they’ll answer, “Yes, we do!”

Coffee Bean and Tea Leaf The average American may not be familiar with this brand, but for Californians, […]

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The Show Must Go On

April 13, 2011

By Gregg Lipman:

By now, just about everyone in the Western world (or at least those reached by TMZ) knows about the John Galliano scandal of early March. As one who is Jewish (and just as a human being), I was outraged by his anti-Semitic rants in a Paris restaurant. But as a brand person, I also thought: “No John Galliano at Dior? He is Dior!”

The trend of chief creative officer or CEO as brand ambassador has been going on for a while now. In fact, several of these individuals have such a hand in the shaping of the brand that their names are virtually synonymous with the brand. Whereas the head of a company used to remain somewhat anonymous, today’s brand gatekeepers are front-and-center. They even go so far as reaching out directly to customers — through corporate communications, blogs and tweets — to forge relationships.

Take Millard “Mickey” Drexler, for example. As the head of J. Crew, he and his Executive Creative Director, Jenna Lyons, have turned the company around, making it a brand worthy of a $3 billion buyout. Last time my wife bought something online from the brand, she got a “personal” note from Mickey, […]

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Watch Out: Someone’s Got A Grudge

July 21, 2010

By Gregg Lipman:

The other day I was driving in my car, gas gauge edging toward empty, when I realized that the only station available to me was one owned by BP. My heart sank; how could I possibly patronize the oil giant in the midst of the relentless Gulf of Mexico oil spill? So I decided to drive past the BP station in the hope that I would find another station before running out of gas. Fortunately I did, and I filled my tank — and satisfied my conscience — with the knowledge that I wouldn’t have to go against my values.

I have a tendency to hold grudges against wrongdoing companies, and my BP experience got me thinking about other companies that have provoked grudges in consumers over the years. Perhaps the most obvious example of this behavior comes in the form of automobile purchases. A Jewish friend still refuses to buy a Mercedes-Benz, due to the fact that the German company was rumored to use imprisoned Jews for labor during World War II; similarly, there are Americans who will not buy Japanese cars due to Pearl Harbor.

And Toyota’s recent recalls over accelerator pedal problems has cost […]

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Brands Need Face-To-Face Connection

November 5, 2009

By Gregg Lipman:

We live in the most hyper-connected time in the country’s history; and yet we exist in a constant state of disconnection. While Apple, BlackBerry, Twitter, Facebook, LimeWire,, Fresh Direct, and Amazon are well-designed, convenient, and address specific needs — and for the most part work well — they are also responsible for the undeniable erosion in the kind of personal interactions we used to take for granted during the course of a regular day. I live in Manhattan, and I’m always amused by watching teens walking down the street with their friends while texting and talking on their cell phones rather than with each other!

How is this younger demographic, armed to the teeth with and intravenously reliant upon a whole spectrum of technologically advanced connectivity tools, going to cope and interact as responsible adults?

Poorly, I contend.

Facebook, Twitter, MySpace? — “Social” networks that do not require you to engage in any kind of human socialization.

Apple? — Creators of the iMac, the iPod, the iPhone and iSolation.

I do not think it too alarmist to say that we are in the midst of a gradual ebbing away of human interaction that could seriously impact […]

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