Author: Michael McGuire

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Millennials & Membership

Last year’s joint study conducted by 88 Brand Partners and QNA Group was a fresh, innovative way of approaching some questions that dog what may well be the most misunderstood generation—Millennials. We examined their relationship to service brands. This year, we took a more nuanced look at how Millennials behave as parts of member organizations. … Continued

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Marketing to Millennials

Our extensive proprietary research study on Millennials, performed with QNA, culminated in a series of breakfast presentations held here at the 88 office. The turnout was terrific, and has been followed by further presentations across the Midwest.

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Some Like it Hot

In March, we had our inaugural 88 Brand Partners Chili Cook-off. The event was a rousing success, with over a half dozen entries. Contestants were judged (by a panel of our own celebrity judges) on taste (50%), presentation (25%) and name (25%). Andy Yamashiro was the event’s first champion, receiving high marks all around for … Continued

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Why Choosing the Right Agency Matters

We work in Chicago, where there’s no shortage of agencies competing for client business. We like to say that you can stand on any corner in the city, throw a stone and hit a building that houses an agency that does fantastic work for Kraft, SC Johnson, or PepsiCo—great agencies that have deep experience moving … Continued

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An Exciting New Era Begins at 88

I am thrilled to begin the New Year by sharing some exciting news from 88 Brand Partners. On January 1, 2015, after a long period of careful transition, I officially assumed ownership of 88 Brand Partners. Joe Pratt and I have been working closely together throughout 2014 to ensure a smooth transition, with no disruption … Continued

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Helping a New Restaurant Live Up to its Name

The W Hotel Chicago on Lake Shore Drive named its new restaurant, Current. Playing up its contemporary, flowing space and seasonal modern Italian cuisine. To reflect this idea, we developed a brand system that feels fresh, current and in the moment. The main component of the system is a logo frame, highlighting people and places … Continued

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Rebooting Cornerstone Restaurant Group for Diners on the Go

Chicago based Cornerstone Restaurant Group came to 88 in need of a major online facelift. Since so many diners click and tap through their mobile devices to discover new restaurants and make reservations, it was essential each website was responsive from desktop to tablet to smart phone. We designed, programmed and launched over 10 websites … Continued

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Unlocking the Brand Inside Instant Alliance

For years, Instant Alliance had been known as Instant Technology, providing staffing and consulting solutions for some of the biggest Fortune 1000 companies in the country. With the debut of their new company name, Instant Alliance, and their expansion into the financial sector, they looked to 88 to help guide them through a rebrand that … Continued

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