Author: Josephine Butler

Copy Cat: The Art of Crafting a Successful Slogan

Josephine ButlerBlog, Copy Cat, 4 Comments on Copy Cat: The Art of Crafting a Successful Slogan

Slogans, or taglines as I prefer to call them, are simple, succinct statements that communicate an organization’s vision, competitive position, brand promise and product benefit or experience.  They should be compelling and memorable, and be able to withstand the test of time.

We came across an article on Inc.com with 5 Tips for Writing an Effective Slogan.

I’ve highlighted two that I think are important to remember, along with a few of my favorite tags.  The third tip is from yours truly.

  1. If more than one word, shoot for something with rhythm, rhyme or a ring to it. Example: “Don’t get mad. Get GLAD.” Make it fluid and pleasing to the ear. The most memorable slogans are oftentimes a jingle or song. Example: “The best part of waking up is Folgers in your cup.”
  2. Highlight a key differentiating factor that underscores your mission and sets you apart from your competition. Example: “Think outside the bun.” (Taco Bell)
  3. Idioms are your friend. You can never go wrong with a good play on words. Example:  “Works like a dream.” (Ambien)

We hope these tips will inspire you as much as they have inspired us to write great copy for our clients!

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Green Thought Thursday: I take my coffee green

Josephine ButlerBlog, Sustainability3 Comments on Green Thought Thursday: I take my coffee green
I save my Larry’s Bean coffee sleeve so I can re-use it — isn’t it cute?

How many of you start each day with a fresh cup of coffee? From time to time, I surely do. And my favorite place to get it? At Marbles Kids Museum, where they serve up delicious cups of Larry’s Beans coffee on the daily. I love this coffee so much that I thought it would be a great topic for today’s Green Thought Thursday.

For those of you who’ve never heard of Larry or his beans, here’s the scoop: Larry, a Seattle transplant and coffee fanatic, began Larry’s Beans with the hopes of “making the world a better place.”  With more than 30 yummy blends, including my personal favorite, the Cowboy Blend, this coffee isn’t just good – it’s green.

So what makes Larry’s Beans so green? When he started the company, Larry made a commitment to using sustainable practices. In what he calls a “green-o-vated” facility, Larry and his crew use passive solar construction, active solar systems, radiant floors, zoned heating, composting and rainwater harvesting to minimize environmental impact. And don’t forget the ultra cool packaging – what Larry likes to call the biobag (it’s biodegradable) – and that incredibly sexy delivery bus, the Veggie Bus, that runs on vegetable oil (be sure to look for it at downtown Raleigh’s upcoming Hopscotch Music Festival).

Why, Larry’s Beans are so green, the company has earned the title as a certified B Corporation (that’s code for awesomely green). How’s that for a little jolt of (green) energy to start your morning? Kudos to all of you awesome folks at Larry’s Beans, a Raleigh company that we love!

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Copy Cat – When is a burrito more than just a burrito?

Josephine ButlerBlog, Copy Cat,

When it’s “a foil-wrapped, hand-crafted, local farm supporting, food culture changing cylinder of deliciousness,” of course! While I prefer Chipotle’s burrito bowl instead, this creative spin on the traditional form makes me re-think my order. I mean, come on, who can pass up a cylinder of deliciousness?

What’s so smart about this copy is that it captures the essence of the Chipotle brand by delivering the company’s unique selling propositions in one very hip, clever, comprehensive package. It not only speaks directly to our growling tummies (which is what matters most in the restaurant business), but it goes one step further to touch on the company’s values that are similar to those of its socially and environmentally conscious following.

Chipotle positions its product as “food with integrity,” claiming to use ingredients that are sustainably grown and naturally raised with respect for the animals, the land, and the farmers who produce the food. They support local family farmers, source organic and local produce whenever possible, and serve up meat from animals raised without the use of antibiotics or added hormones.

Yes, I like Chipotle’s copy and creative packaging. Almost as much as I like its hot salsa.

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Green Thought Thursday: Happy National Farmers Market Week!

Josephine ButlerBlog, Sustainability1 Comment on Green Thought Thursday: Happy National Farmers Market Week!

We want to wish you a very happy National Farmers Market Week! Make sure to show your support by stopping by your local farmers market to celebrate this weekend. Here are a few photos we snapped when we dropped by the Raleigh Downtown Farmers Market on Wednesday.

See y’all there next Wednesday (and have a happy Thursday)!

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Green Thought Thursday: My Brother’s Green Thumb

Josephine ButlerBlog, Starting a business
One view of the project, appropriately entitled “Artist Backyard”

I am proud of my big brother Shep, and I don’t say it enough! Today’s Green Thought Thursday is inspired by him and his work with fellow NC State Landscape Architecture and horticultural science graduate students.

In a class led by Professor Andrew Fox, Shep and his classmates spent 10 weeks designing and then installing a rain garden for State’s campus. What is a rain garden, you may ask? Simply put, it’s a garden that uses deep-rooted plants and grasses to capture runoff from roofs and paved surfaces. In this case, the water is filtered through the garden before ultimately entering the university’s drainage systems. Not only do gardens like these prevent erosion; they also play a role in removing pollutants from the runoff.

Another look at “Artist Backyard”

Shep was very enthusiastic to talk to me about the project and its extra benefits. He told me that perhaps the garden’s most important purpose will be an educational one. It’s really interactive and hands-on, he said. Students in the nearby dorms will have a chance to learn first-hand about an important sustainability practice and maybe will even be inspired to one day build one for themselves.

If you have a chance, stop by and see the garden. It’s located on State’s campus between the Owen and Turlington dormitories just off of Cates Avenue. I am going to make it a point to stop by sometime soon. I am so proud of my brother and his hard work!

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