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White Canvas Becomes Enlightened Brand Incorporated
White Canvas Becomes Enlightened Brand Incorporated
Published 02-19-05
Submitted by Enlightened Brand
As Pam Van Orden, the company's founder and president, explains, the change brings better clarity and focus to the company's work and market position. "White Canvas was an excellent name for us when we began operations in 1998," Van Orden says. "Over time, we have increasingly focused our work on the social, environmental, and financial forces that shape a brand in today's connected world. And we have become widely known for our newsletter, Enlightened Brand Journal. It simply made sense to invest all of our energy in a single clear and integrated brand."
Enlightened Brand is highly regarded for its depth of expertise in branding and communications and its commitment to the social impact of business. The company has a history of driving business performance through informed and integrated strategic branding. The Enlightened Brand process, rooted in systems thinking, provides clients with a holistic view of the context in which their brands operate. It has produced results for such clients as BNET, NASA, Origo, Social Venture Network, Sun Microsystems, and the Tech Museum of Innovation's Tech Laureates program.
Enlightened Brand's new logo, a stylized sphere, "embodies the concept of 'our connected world' that is central to our approach to branding," Van Orden says. "We symbolize our dedication to awareness, and our integrated branding process, by illuminating the word 'light' within the company name."
The new logo and Web site, www.enlightenedbrand.com, were designed by Swedish designer, PÃ¥l Bergstrom. Market analyst, Jennie Bettles, and writer, Nancy Friedman, were instrumental in repositioning the company. All three are part of the Enlightened Brand consulting team.
Enlightened Brand is positioned with the tagline "Market Leadership for Our Connected World."
Enlightened Brand Journal is published four times a year. The current issue, released this week, focuses on cause marketing and features interviews with Kurt Aschermann, chief marketing and development officer for Boys & Girls Clubs of America, and Diane Dietz, general manager of Procter & Gamble North America Oral Care. Subscriptions are free and available at www.enlightenedbrand.com.
About Enlightened Brand
Enlightened Brand is the consulting company that helps its clients become market leaders by focusing on the blend of social, environmental, and financial forces that shape a brand in today's connected world.
