A Movement for Animals

An estimated 3-4 million animals die in America's shelters every year—the tragic result of pet overpopulation. Our client, Animal Humane Society, launched a bold initiative this year to help change the world for homeless pets by asking people to live by a code of...

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A Mac by Any Other Name

I'm always fascinated by the background story behind iconic brand names. Like Apple Computer's re-imagined personal computer, introduced in 1998, which would ultimately be called the "iMac." What would Apple look like today if its agency hadn't talked Steve Jobs out...

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15 Million More Meals on the Table

In a land of plenty, one in five American families can't regularly afford to eat. Hunger lurks in the most surprising places in Minnesota--not only in depressed urban neighborhoods in the Twin Cities, but also in Duluth, Mankato and even Minnetonka. For the next year,...

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Stouts for Snouts

Ever since I adopted my first dog a few years ago, I've been an avid supporter and volunteer for the local Golden Retriever rescue organization, Retrieve a Golden of Minnesota (RAGOM). And whenever RAGOM needs help with branding, I gladly raise my hand. A few years...

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Think Ink

Small businesses and nonprofits need all the free PR they can get. Fortunately, any size business can have a powerful brand name, and powerful brand names attract the media. That's because reporters are only human. Their brains work like everyone else's, and they'll...

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Tweet Your Brand Promise

Back in the olden days, when I was getting my Masters of Advertising at Northwestern University, I had a professor named Don E. Schultz. He was the guy who literally wrote the book on advertising strategy. A tall, balding, round-shouldered man (he reminded me of the...

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The Dogs of War

There was a time when publicly attacking the The Humane Society of the United States (HSUS) would have been like attacking Mother Teresa. How could anybody be against helping animals? But social movements are like physics. For every action, there is an equal and...

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Netflix: The Giant Stumbles

You almost have to feel sorry for Netflix. Once a towering paragon of transformative online business and delivery models, the entertainment giant has done a face plant. Netflix launched in 1997. Using an online ordering system (the “Net” in “Netflix”), customers could...

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Making Some Headway

In 1970, a small group of parents in Richfield, MN began meeting in a vacant commercial space to discuss the needs of suburban families that were not being met by more urban-centric programs. Their venue became their name: Storefront. Over time, they relocated,...

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A Small Price to Spay

Animal welfare advocates agree: The best way to reduce the heartbreaking volume of animals euthanized by overcrowded shelters is to prevent unwanted litters. But when times are tough, a lot of pet owners can't afford to neuter their animals, which ultimately results...

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Starbucks Strips the Mermaid

Seattle-based Starbucks unveiled a new logo yesterday to divided reviews in the branding community. The new logo eliminates the name completely, relying only on the iconic mermaid image to identify the brand. Some branding experts consider this move a savvy adaptation...

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What Not to Name a Baby

A blog post today on a site targeted at new mothers notes a trend toward naming babies after luxury brands. This practice is, and always has been, relatively commonplace. But what's interesting is how "Chanel" has recently appeared on the list, at number 139 for...

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Korea Catches Up on Branding

A generation ago, South Korea was an impoverished nation whose economy relied primarily on agriculture. In 1960, Korea's per capita gross national product was less than the Sudan's and not even one-third the size of Mexico's. Today, Korea enjoys the world's 13th...

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Metaphorically Speaking

One of Pollywog's big differentiators is that unlike other naming agencies, we don't create meaningless, nonsensical names, even though they would be easy to sell. Meaningless names are usually available for trademark and often sail through onerous corporate approval...

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Pollywog is a naming company. We create story-rich names that draw people to brands. 612.326.4207