BlackDog Brand Manifesto

We see our own fulfillment as
entangled in that of the people around
us. As we find our true calling and live
it out, others prosper; and as others Est. 2 0 0 6
fulfill themselves as a community,
they provide us with an irreplaceable
context for our own unfolding and self-
discovery...
ate g y & Br a n
S tr d
Community arises when we discover
the interesting, if radical, alternative:
finding guidance for our own lives by
giving attention to the desires and
intentions of others. This is not an
obligation; it’s a way of being that
invites soul in place of ego.
Thomas Moore

BlackDog Strategy & Brand 3

*Bull•shit (bŏŏl•shĭť ) - vulgar slang

BlackDog contributes to Our working understanding of Bullshit, and use of
the term, must be credited to Princeton’s own moral
justice, peace, diversity, philosopher, Dr. Harry Frankfurt, author of the classic
essay “On Bullshit”. Frankfurt verified what we at
order, unity, humanity and BlackDog have suspected all along, Bullshit has no
attachment to, regard for, or interest in accurately
the quality of life through representing the truth, facts, or realities of any given
topic. Bullshit is a perspective substantiated only by
our work and service. an agenda. True or false, informed or uninformed,
h it* “by accident or by design”, Bullshit is the calculated
nd bulls decision to postulate an idea or set of assumptions
n’ t bra for the purpose of achieving indulgent ends.
we do Absent of credibility or moral conviction, Bullshit
schemes, distracts, perverts, distorts, misrepresents,
and confuses.

Bullshit is a vulgar term for a vile, though unspoken
practice that we won’t do. Not for love, money, or
fame.

4 BlackDog Strategy & Brand BlackDog Strategy & Brand 5

BI G
When BlackDog refers to brand, the brand, or businesses what need can we meet (locally, re-
branding, you can be sure that we’re not talk- gionally, nationally, or internationally).” While
ing about your logo. When we talk brand we’re explanations get bogged down with details,
talking about a much bigger inspiration: The Big the Big Idea, vividly painted in clear strokes of
Idea. purpose and outcomes, has the power to clar-
ify. The Big Idea is easily understood, passed
The Big Idea that possesses the psyche and trig-
on, and carried forth. The Big Idea is clear and
gers the zeal of a working community. The Big
compelling, serves as a unifying focal point of
Idea that inspires change, grabs hold of an op-

ID EA
effort, and acts as a catalyst for team spirit.
portunity, and purposes to do what no one else
had the courage to do. The sort of Big Idea that The Big Idea isn’t to be something else, but
wins over the last skeptic, pushes the limits, rather to identify and position the best of
makes something bold happen, and escalates en- yourself.
thusiasm to a visceral level. The kind of Big Idea
The Big Idea engages meaning by restoring a
that has the power to turn heads, change minds,
sense of purpose beyond the operational, the
and re-order the hierarchy from who has the
material, and the financial. The Big Idea is the
business to a more just system of who deserves
difference between your working goals and
the business. The kind of Big Idea that’s deserv-
becoming committed to a daunting, inspired
ing of a little attention, please.
challenge. Big Ideas should not be confused
The Big Idea isn’t hype, spin, or hoopla. for bland mission statements, platitudes, or a
list of goals… Big Ideas are compelling and
The Big Idea very often begins with a ques-
inspirational objectives. Big Ideas are worth
tion. “What do we want this company to look
talking about, listening to, and supporting.
like when it grows up”, or “What organizational
flaws are clues to our true strengths”, or “Giv-
en our expertise and proximity to other area

A Bold A Vague
Brand Brand
Is A Is A
Necessity Liability


Your brand is every real or imagined

Brand is not
trait, nuance, story, impression,
quirk, process, delay, sound, sneeze,
perspective, dimension, sell tactic,

what you
experience, perk, odor, texture, feeling,
and connection that makes the radar of
your customer.

say it is, The amalgamation of those experiences
either add significance, authenticity,
style, and perceived value to what you

it’s what they have to offer…making your brand
more valuable than the version that
everyone else is offering. Or not.

say it is. Your customer decides what is
relevant. Or isn’t.

Marty Neumeier


The margins are tightest in the fight can’t be copied or bought. Brand
for mediocre: the most competitive relevance is an earned honor of dis-
spot in the game is at ‘holding our tinction bestowed upon companies
own’; inefficiencies are the fruit of committed to knowing who they are,
‘good enough’; market shares are what they do, why they do it, and
busting at the seams to produce the why anyone should care. It’s going
unimaginative, inconsistently, at a to take meaningful solutions, genu-
competitive price. ine connections, designed experienc-
Mimicking the programs and strate- es, and inspired messages that you
gies of the bored and lifeless that keep on bringing on for the long
are buckling down, backing off, and haul.
playing it safe is a dangerous bet and The goal is not to be something
a lousy excuse for not doing what else, but rather to become the best
you really want to do. of yourself.
Committing imitation wasn’t ever
a form of flattery; it’s always been
boring and it’s really overdone. The
middle-of-the-road is the likeliest
place to get passed by or taken out.
It’s time to take yourself seriously.
You’re never gonna fake brand rel-
evance; it’s not cheap or easy; it

We have all paid more, driven farther,
and waited longer for a brand that we
You do not trust, for a brand that we believe has
no substitute. Competitor’s promises,
merely want to discounts, perks, and conveniences are
powerless to lure us from our position.
be considered We are intrigued by spirited brands
just the best that won’t settle for good enough or
jump aboard the next aimless trend.
of the best. We are persuaded by authentic brands
that know their difference must make a
You want to be difference. We are inspired by passion,
engaged by innovation, and commit-
considered the ted to brands that see us as people, not
consumers. We are enthused by brands
only ones who that refuse to be homogenized, have
found their voice, and fearlessly parted
do what you do. from the herd with resolve to never
look back.
Jerry Garcia We are invested in interactive brands
that share our perspective, engage us
in conversations, admit when they are

wrong, deliver more than they prom- play with the community that they call
ise, and offer meaningful experiences their own.
that tantalize our minds and indulge all
We are compelled by sustainable
of our senses.
brands that address their impact on
We are drawn to brands that are un- the condition of the world; brands
daunted by the popular world view; that understand that what and how
brands that refuse to pay lip service they contribute is how they will be
to lofty missions or shallow pursuits. remembered.
We admire the rare renegades that
We are committed to relevant brands
come together to explore the limits,
that keep it fresh and real; brands that
play at the boundaries, and harness
connect their Big Idea to what truly
their unique competencies to disrupt
matters.
business as usual, doing what they do
best…create new possibilities.
We recognize brands that look good
because they are good. Brands that ney
ed more mo
decided to live and reflect their eth-
You d on’t ne
ics, champion the high road, and serve
the greater good through their life’s just more guts!
work. Brands that are invigorated and
invigorate us in the game, take us with
them, challenge us, and invite us to

A Brand
Is Not
A Promotion

A LOGO A Brand
!S NOT Is Not
A BRAND
A Gimmick

A Brand
Is Not
An Advertising
Roll Out


Your multi-million dollar advertising
roll out is not a brand. Fireworks
generate a lot of “Oooohs” and
“Aaaahs” but they don’t last.
Ad campaigns promoting programs
and selling add-ons ensure that next
month you will be devising programs
and selling more add-ons that need a
newer, fresher ad campaign because
your uninspired competitors keep
stealing your uninspired gimmicks.
Cost cutting, give-a-ways, and how-
do-you-like-me-now tactics will drive
short term sales, for a while. They
will also deteriorate your brand equity
faster than the speed of light flashing
across the sky. Without an indelible
and believable brand identity your
advertising campaign just bursts
and fades from the sky along with
your name, your message, and your
investment.

20 BlackDog Strategy & Brand

Think about your
brand as an ongoing
Use this score card
narrative; like a
to evaluate your own
series or a sequel.
brand from three critical
An evolving story perspectives:
that moves your
Your in-the-know vista.
customer closer and
The lens of your customers.
closer to knowing
The view from your most-feared
who you are, what competitor..
you do, and why
you do it.

BlackDog Strategy & Brand

be

be
ay

ay
o
s

M
Ye

o
s
N

M
Ye
□ □ □

N
• Our brand has a timeless guiding philosophy. • We track market conditions and trends that cre- □ □ □
• Our strategic partners, affiliates, and service pro- □ □ □ ate new opportunities.
viders have been chosen carefully. They reflect • Our marketing strategy reflects relevant cultural □ □ □
our brand values. and market trends.
• We understand how customers perceive and □ □ □ • We have a process in place to evaluate our □ □ □
experience the brand. brand’s value.
• Our decision-makers understand customers’ □ □ □ • We track industry offerings to be sure that our □ □ □
conception of the brand. brand offers competitive points of parity.
• We know what our customers like and don’t like □ □ □ • Our brand features desirable and deliverable □ □ □
about our brand. points of significant difference.
• We have a very clear understanding of who our □ □ □ • Our brand is positioned sensibly. □ □ □
customer is and why. • Our brand is supported with qualified people □ □ □
• We have very specific, research-based profiles of □ □ □ and resources.
our target customers. • Our marketing programs are measured and □ □ □
• We are aware of the associations most com- □ □ □ tracked for ROI.
monly related to our brand. • We conduct brand audits regularly to determine □ □ □
• We understand exactly what our customers value □ □ □ the vitality of our brand.
about our brand. • We conduct strategic and competitive assess- □ □ □
• We know exactly what our customers are buying □ □ □ ments to determine our strategic direction.
when they buy our brand. • Our brand narrative is consistent over time. □ □ □
• Our prices reflect our brand’s value. □ □ □ • Our brand narrative is consistent across the □ □ □
• It’s easy for customers to share feedback with us. □ □ □ organization and all departments.
• We do an excellent job of responding to cus- □ □ □ • Our brand narrative clearly communicates our □ □ □
tomer feedback. story, purpose, and capabilities.
• We do an excellent job of getting customer feed- □ □ □ • Our brand connects across diverse channels and □ □ □
back into the hands of decision-makers. mediums that we know our customers engage.
• Our brand is the solution to our customers’ □ □ □ • Our brand narrative really connects with our □ □ □
problem. customer.
• We consistently improve our brand’s products □ □ □ • Our brand speaks in a voice that really reflects □ □ □
and services. our brand.
• We consistently uncover unmet consumer needs □ □ □ • Everyone in our organization knows how to □ □ □
and wants. represent our brand.
• We consistently innovate new, customer-centric, □ □ □ • Our brand image is crisp. □ □ □
user-friendly processes. • Our brand image has not dulled over time or □ □ □
• We focus relentlessly on maximizing our cus- □ □ □ been diluted by expanded or discontinued ser-
tomers’ experiences. vices.
• We keep our eyes on the broad market con- □ □ □ • Our brand image has not been tarnished by a □ □ □
ditions that are relevant. scandal. We have a strong reputation.
• We know our brand’s weaknesses. □ □ □

To create a matchless strategic advantage with a
clear and cohesive identity.

To excavate your Big Idea and your authentic

why brand?
story.

To develop a clear and meaningful strategic
course.

To close the gap between your identity and the
image your customers have of you.

To differentiate by more than price and function
(the easiest differentiators to copy).

To make your message worth talking about,
worth listening to, and worth supporting.

To develop the company culture and attract like-
minded, zealous, inspired talent that shares your
values and purpose.

To increase the value and effectiveness of your
marketing strategies.

To build trust with your customers.

Because a brand shaped on the Big Idea returns
your investment.


A new competitor with a value-loaded Brands weren’t necessary in your industry.
proposition is storming your market, Your reputation was your strategic advantage
reducing your once “owned” differentiation for years. Things have changed. A new player
to a cost-of-entry benefit, and usurping your is pushing a sharp brand.
brand position and diluting your relevance.
Your brand has been gauging your carbon
Your organization is readying to enter new footprint up and down the value chain:
markets with a disruptive and powerful adopting minimal packaging standards,
proprietary advantage that changes the innovating efficient delivery and advertising
strategic game. models. You are now recognized as a
forerunner in the sustainability economy.
For a long time customers have accused your This opens whole new worlds to you...if you
brand of being “outdated”. You were hoping let people know.
to ride out your retro look long enough to
earn a classic distinction that would endear Your brand is recognized as a great employer;
you to the nostalgic market. your superior work culture has been honored
with national awards. You want to build
Your products perform better in independent your employee engagement, programs, and
testing against your two biggest competitors. success into your brand story in the hopes
Yet, they smoke you in sales. How can you of attracting top talent and recognizing your
have lagging sells with a winning product? people.
You have acquired two companies. One of The world has changed, the people involved
them was larger than yours. But you kept have evolved, and the business has morphed.
your name. The lack of unity and identity is You need a cohesive brand to align the new
getting to everyone. direction, the evolution, reflect the relevance
and introduce your Big Idea.
You are hoping to secure venture capital for
your start up. But the feedback indicated that
you had a confusing message and a vague
image.

• Some brands mirror society.
• Some brands prescribe,
provoke, and reinforce
cultural attitudes, social
norms, mindsets, and values.
• Some brands have the power
to influence behavior.
• Some brands are an effective
and pervasive medium of
influence.
• Some brands have a subtle
and cumulative influence.
!MAGINE All brands have the power to
elevate society.
All brands have the freedom to
objectify the human experience.

Given that they could go either way...
we can’t help but imagine brands in
the role of a good citizen exercising a
healthy perspective; positioning their
influence, products, and service for the
betterment of society without any hid-
den agenda…

Which leads us to wonder what would are not imagined, leveraged, or opera-
happen if brands broadened their tionalized deeply enough.
worldview, got inspired, actioned a re-
Authentic Brands that serve as a wit-
ally Big Idea, and thoughtfully contrib-
ness and purpose an ideal should have
uted as a steward of society...
the telling power of ancient myths
We can imagine brands as responsible handed down for untold centuries. The
ambassadors, championing social issues brands of rugged individualists that
that connect with their sense of iden- value their work, perspectives, and his-
tity and philosophy of being. Organiz- tory should spark intrigue and provoke
ing high-impact, volunteer projects that new ways of interpreting the world.
involve whole tribes of brand fans that Innovative brands worthy of an expe-
might not have otherwise got out of rience and brand narratives worth re-
their comfort zone to make a meaning- peating must promise a departure from
ful difference. the ordinary and the mundane. The
Brands that dream big and keep it real collective, dynamic, and humanizing
speak to people and influence culture. nature of brand should make room for
It just so happens that those brands others to find their own detailed story
also persuade more sales. in your rich brand identity.

Brands are an underutilized source and
force. Brands are talked about entirely
too much in light of the fact that they


BlackDog Strategy & Brand

We don’t “invent” brands at
BlackDog; we excavate and humanize
authentic brands that have people-
centric priorities, a story to tell,
and a genuine contribution to
make. We don’t fabricate shallow
myths and we won’t contrive hype.
We champion the efforts of those
that view their work as a vocation
and recognize their accountability
to society. BlackDog is an indie
practice partnering with enlightened
organizations that have adopted the
high road as a sustainable business
strategy.
BlackDog is not persuaded or
engaged by those that see through
the lens of what can’t be done.
We dare on the side of seafaring
explorers, abolitionists, and
suffragettes. We have fearlessly

mastered the naysayers course; doing
what allegedly cannot be done in the

...because the
“real world” of the timid. Cowardice
will never tap the freedom found in
being real; a genuine act of heroism.
BlackDog Strategy & Brand was
launched with an unwavering
best ideas
philosophy and a guiding sense of
purpose that has only deepened
emerge when
over time. We are fascinated by the
outlandish notion that people have you give the
the power, opportunity and potential
to collectively shape a healthy world Big Idea a
little ‘room’ to
to live in; that future generations
will thrive in. We are convinced
that small, sincere efforts have a
cumulative effect.
We’d rather go broke and go home
pop!
than sell out.


Mission Ethos

• Emphasize What Matters
• Respect Humanity
• Do What is Right, Not Easy
BlackDog •
•
Pursue Knowledge
Value Reason, Intuition, & Imagination
humanizes brands. •
•
Actively Participate
Engage Others in the Solutions
• Stimulate Deep Thought
• Respect Expertise
• Invite Diverse Perspectives
• Contribute Ethically
• Critically Assess Conventional Wisdom
• Keep it Real
• Enjoy Life


Perspective Matters
Who develops your brand is as important as
the decision to invest in brand development.
Relevant brands that actually mean
something to someone are shaped through
an agonizing process of tempered discovery.
In a gross oversimplification or a mad
dash to painlessly spin a brand, spit out a
tagline, turn a check, wrap things up, or just
keep the revolving door humming, firms
are filling the cluttered market with vague
pictures, boring stories, and bland brands
that people can’t connect to or get their
heads around.
It’s been our experience that the “good
stuff” doesn’t just spring to mind or roll off
the tongue the first time around. We pursue
the “elusive” relentlessly; collaboratively
weighing, dissecting, and interpreting the
history, philosophy, feedback, ambitions,
opinions, quips, industry jargon, mission,
vision, core ideologies, and the point of it
all.
Over the years we have cultivated a patient
fascination for new discoveries; we know
when to chase and when to fold…when
to tolerate the ambiguity of the unknown,
when to backtrack and re-think an idea,

and when to pick the brains of the unusual
suspects that we reserve for times like this. BlackDog is
We honor the whirlwind process for the
fruit that it eventually produces. We riddle
the unknown through the dizzying spiral,
committed
intriguing chaos, and confusion in hot
pursuit of the Big Idea. We challenge pre- to forward
thinking
conceptions, twist and prod every point
of reference, and challenge every line of
thought with a battery of “whys” until our
thinking grinds to a halt- begging for mercy
and a caffeine chaser.
We rely on analytics, empirical research,
strategies…
benchmarking reports, critical performance
metrics, classic schools of wisdom, market
analysis, and best practices to broaden our
understanding, frame our recommendations,
and avoid costly mistakes. Referencing
…because the
past innovations and successes grounds
our strategy, but falls short of inspiring Big Ideas aren’t
all behind us!
Big Ideas to be launched. The breakaway
successes that are written about today were
once radical Big Ideas that bold companies
dared to innovate into existence in the hopes
of producing revolutionary solutions and
unheard of results.


What Makes BlackDog Credible?
We started with a simple purpose that has
never changed. BlackDog contributes to
Going to church justice, peace, diversity, order, unity, humanity
and the quality of life through our work and
service.
doesn’t make Though the purpose has never changed, how

you a Christian we say it has. Over the years it became clear
that our business philosophy and intentions
weren’t easily interpreted. Convinced that
anymore than BlackDog was in fact working for the highest
good we found the fearless confidence
going to a garage to express our sincerity explicitly and our
boldness plainly.
makes you a
We don’t brand bullshit.
mechanic.
Our willingness to “be real” reflects our sincerity,
Lawrence J. Peter intensity authenticity, and enthusiasm.

Our sincerity and enthusiasm ensures that your
brand will never be confused for shallow, trite,
disingenuous, or irrelevant bullshit.


We are outsiders. We are strangers to the social brand of our own every day. Never trust a
constructs, systems, processes, and language bland “brand mill” to position you for brand
that organizations accept as standard and insistence that doesn’t boast distinguishable
often can’t see past. We don’t operate on the differentiators, powerful (people-centric)
same defaults and aren’t limited to a single benefits, an authentic way of being, and a
industry perspective. We have ears to hear relevant perspective that compels and woos like
what everyone on the outside wants to know a red flag to a bull. All brand houses are not
and needs to hear. Our fresh eyes synthesize equal.
robust and scalable next practices; signature
innovations and emergent solutions that create We never lose sight of the fact that as we are
new methods of working that can consistently building your brand, we’re building ours. What
deliver on your unique, people-centric, brand we say about you says everything about us. We
promise. both have something to gain by your success.
We’re invested.
People are our business plan.
We double-dog-dare you to find a brand house
BlackDog is independent. We are not beholden with the breadth of capabilities that we have.
to a global cartel or back-room financiers BlackDog’s range of strategic expertise spans
surreptitiously guiding our thinking or molding broad disciplines and countless industries
the “who/what/why” of our solutions. ensuring that we detect inconsistencies and
BlackDog is financed by customers. identify (un)conventional thought throughout
the brand building process. On-location or at
Meticulously crafted brands that people connect the BlackDog Lab, we work collaboratively,
with boast distinguishable differentiators and cultivating a supportive think tank that values
powerful benefits. Brands that make an impact, diverse viewpoints and inspires ingenuity.
reinforce their relevance and live their virtues
are identified immediately as the must-have We stay ahead of the curve and stand behind
solution; the real deal, second to none. We get our work.
it; we activate, represent and enliven a spirited


We don’t have any “swanky”, self important, shape through exploration and dialogue.
trademarked names for our brand building Engaging exchanges require dedicated time
processes. We haven’t settled on one sure to stray, indulge, and attend all the nuances
method, we’re not convinced that anyone not spoken given that less than 10% of
should given that every brand initiative that communication is articulated through words.
we’ve ever seen is so remarkably different. We know how to listen intently, switch
We are more committed to staying fresh and gears, test the waters, and intuit when the
avoiding staid ways of doing anything in a conversation should focus, deepen, back off,
rapidly evolving world. We aren’t coasting or close.
on anyone’s laurels or riding on yesterday’s
victories. We believe in making the bread fresh We are holistic, multi-disciplinary
every day. We are fully engaged at every phase. systems thinkers who anticipate natural
consequences and keep a weather-eye out
BlackDog regularly seeks out a few good for the unintended ones. As such, we DO
critics to challenge, grill, question, and test NOT brand efforts that do not and will not
our own evolution, strategic direction, brand contribute to the world that we want to live
development, processes, and projects. We in 20, 30, or more years down the line.
invite those of like minds and those that see
the world through an entirely different lens Utilizing psychology, anthropology,
to offer unrestrained insights, constructive sociology, technology, architecture, and
feedback, and their straightforward opinions theater we translate thoughts, opinions, and
in the hopes of avoiding costly errors, feelings of the invested community into
enhancing our performance, clarifying our meaningful designs, aesthetic experiences,
view, figuring out what we don’t know, and and creative environments that connect with
solidifying what we do well. people.

We are practiced conversationalists that
delight in deep discussions with diverse
peoples across the bell curve, from fringe to
curious fringe. Our projects evolve and take


At BlackDog, we
know that what we Contribute Art,
know is nothing Not
compared to what Advertising.
we don‘t know.


Harnessed Global Network of
Engaged Citizens
BlackDog has organized a diverse and savvy
network of 3,769 global citizens that willingly
advance healthy solutions to the challenges
that are unearthed in the hopes of advantaging
a new world. This active community of
engaged “outsiders” works collaboratively Brand
through digital tools to address confounds,
mysteries, deficiencies, and other quirks can’t live
according to their interest, schedules, and
expertise. in the
This powerhouse is a consortium of real
people that are exercised as a collaborative and
integrative think tank, a mega crowd to source,
marketing
or segmented as a not-so-usual demographic.
These social citizens are a wild combination department...
of convergent thinkers, perspectives, cultures,
ethnicities, politics, worldviews, experiences,
professions, industries, trades, and life stories.
This well-informed network of thinking caps anymore.
thrives in the culture of discovery and thought,
they are intrinsically rewarded through their
exchanges, and collectively they appreciate
their capacity to advance sound, ground-
breaking solutions that drive business, make
sense, and do no harm at lightning speed.


Pro Social
Bono Responsibility
BlackDog considers pro bono work to be Just putting a pink ribbon on your product
an integral part of our business model and doesn’t make you socially responsible.
a generous reflection of our organization’s “Certified Organic,” “Carbon Neutral,” and
culture. Strategic initiatives promote “No Trans Fats” claims on your packaging
sustainable growth and competitive won’t achieve it either. A brand isn’t socially
advantages in education, not-for-profits, responsible unless they are consciously
minority owned endeavors, start-ups, and and meticulously concerned with their
undertakings in disadvantaged communities. impact on society. While the vast majority
BlackDog invests in pro bono efforts that of companies think of social responsibility
create jobs, spur economic development, in terms of green initiatives and charitable
invigorate business development, inspire donations, true social responsibility is a
pride, and strengthen our community. guiding philosophy that runs far deeper
than individual programs, outreaches, or
BlackDog’s pro bono initiatives are resource
financial sponsorship.
intensive and represent a significant
financial investment. BlackDog relies on an
independent, impartial, advisory panel and a
standardized review process to appraise pro
bono candidates and projects. Preference is
given to organizations that demonstrate the
greatest potential.


Serious Play for
Serious Girls
Our goal is to radically reduce Threats to Girlhood
through our research, our awareness efforts, and our
impact on industry. We’re working to advance the
wellbeing of girls and the lifelong possibilities for
women by impacting the modeling and messaging
our children encounter and the quality of their play
experiences.
We believe that play is serious because it helps develop
girls’ sense of self and cognitive abilities; it teaches
creative and constructive problem solving, self
Small causes
have the power
expression, and emotional intelligence; contributes to
character and skill development; and impacts the roles
that girls think of as natural. Because the modeling and
messaging conveyed by girls’ toys, products, and brands
impacts girls’ childhood development and life-long
wellness, we believe that it matters what we let girls’
brands say, convey, and sell.
to effect radical
BlackDog Strategy and Brand financially underwrites
our research endeavors as part of their commitment change
to improving the ethical standards of the branding
industry and their continuing dedication to social
responsibility.
Our website is a research forum that allows us to share
our ongoing discoveries, to help us learn about your
experiences, and allow you to participate in our research
endeavors. We look forward to hearing your stories and
thank you for taking the time to consider how your
contribution can help advance the well being of girls
and the possibilities for women.
www.SeriousPlayforSeriousGirls.com


This is the telling of a modern day quest …

Of tireless people committed to rising
above common agonies that rob purpose
and squander zeal.
This is the hero’s journey…
The quest starts with a
Of gentle giants that decide to cast off
the chains, expose phantasms of fear, and decision to wonder the limits
vigorously pursue what some can only
imagine. and move forward.

The moral of the story is
This is the way of the warrior that carries yours to write…
forth the indelible message that alone is
yours to evolve into a reality.

You are invited to embark upon a journey
that promises to unite you with your unique
vocation; distinguishing your authentic
story from the conventional methods of
mere men.

I like the dreams
of the future
better than the
history of the
past.
Thomas Jefferson

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BlackDog Brand Manifesto

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BlackDog Brand Manifesto