Subway

Repositioned Subway against McDonalds as better-for-you fast food.

Ten straight years of double-digit growth.

Rose from #5 QSR to #2.

Now largest restaurant chain in the world.

Consistently ranked as one of America's most loved brands.

Yep, we did that.

Client credit: Ted Wirth, Katie Behr, Jeff Larson, Meredith Rocklin

Harvard Business School

Harvard had a problem. They seemed old school. And not in a good way. Stodgy, stuffy, stuck in the past. 

So we created a perception-altering campaign that promoted their Executive Education program. Intensive, deep dive seminars that sharpened the real-world skills of executives and upped Harvard’s street cred in the process.

Client credit: Ralph James

Gail Roberts, Ed Feijo & Team

Gail Roberts & Team was an established real estate brand in Cambridge. Gail was a celebrity of sorts, recognized wherever she went.  Ed Feijo was a force in his own right. A real pro’s pro. Combined, the Cambridge office had more than $1 billion in sales. And Ed had a lot to do with that. It was time to give him his due.

The challenge: Rebranding a successful company can be risky. As a wise person once said, “If it ain’t broke, don’t fix it.”

You have to be smart. Build upon what made it successful in the first place, its core equities. That would be Gail and Ed.

Bona Fide developed a new brand look and feel, and tone of voice to match their outsized personalities. In print, sales collateral, outdoor and online.

The results? The people who love Gail and Ed now love them even more. They’ve broken their own sales records. And were just named #1 Coldwell Banker team in the world.

We’d like to take credit for it all. But the truth is, Gail and Ed are just so damn good at what they do. And we’re proud to help.

Client credit: Gail Roberts, Ed Feijo

Lotus 

A classic David and Goliath story. Lotus Notes vs. Microsoft Exchange.

Microsoft had the superior marketing budget. But Lotus had the superior facts.

Our solution: a bold, fact-filled, logo-free print campaign that would allow readers to decide for themselves.

Boy, did they. Purchase intent for Notes was 45% vs. 15% for Exchange. Notes revenue increased by $312 million.

Best of all, Bill Gates was really pissed.

Client credit: Grant Schneider, Kevin Powers

join.me

Positioned join.me as the insanely simple to use collaboration app.

Tweaked category leader GoToMeeting with cheeky billboards on its own turf in Silicon Valley.

Created can’t-ignore, shareable video that went viral.

Won funniest commercial of 2016 at AICP in NY, besting Old Spice, Geico and Skittles. What???

Fastest growing collaboration app in the world averaging 1.5MM new users per month.

Moral of the story: If you can’t beat ‘em, join.me. GoToMeeting joined forces with join.me.
And now their parent company, LogMeIn, boasts a $1 billion market valuation.

Client credit: Paul Schauder

LendingTree

Here’s a clear-cut case for the power of research. We had some ideas on how to position LendingTree. But customers had their own ideas.

They hated bankers. Like really hated them. They wanted to see bankers squirm, sweat and compete for their business.

So we created a campaign based on that powerful insight. And LendingTree took off. Today they’re the unquestioned online lending category leader.

Client credit: Tom Redden, Bob Harris

Lahey Health

Lahey is a venerable medical institution founded in 1923 by the legendary Dr. Frank Lahey. With Partners Healthcare encroaching on their territory, it was important to defend the turf by re-introducing Lahey to its neighbors.

First, we told the Lahey story, touting its many firsts and historic breakthroughs. Then we focused on some incredible patient stories in all media, reminding everyone that Lahey is a world-class medical facility right in their own backyard.

Client credit: Scott Hartman

Kogi

In 2008, legendary chef Roy Choi launched a gourmet food truck movement with Kogi in L.A. Customers on the hunt for the new and mysterious craved Kogi’s Korean-Mexican mash-ups. Kimchi quesadillas. Short rib tacos. Good food that isn’t fancy. Made with real, quality ingredients and, yes, insanely good sauces.

Now he’s on a mission to share those flavor bombs with the world.

Partnering with Ken’s Foods, we created the Kogi L.A. Street Sauce brand from scratch. Naming, packaging, website, brand video, sales materials, emails, the works.

Orders are being placed months earlier than expected. Kogi is projected to be a $15 million business in its first year.

The largest retailer in the world wants in. Now.

 Buzz is off the hook. And trust us, Roy likes buzz.

Client credit: Tim Cahalane, Roy Choi, Natasha Phan

Drinks.com

Drinks.com sold beer, wine and spirits with the standard internet promise: price, selection and convenience. But focus groups – held in the form of cocktail parties – said what mattered most was getting expert advice. Because single malts and French reds felt like a language they didn't speak.

So we created an effective print campaign that echoed the many questions running through customers’ minds. Then we poured ourselves a nice Chateau Lafitte Rothschild Pauillac Bordeaux Blend 1959, whatever that is.