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Chapter three:
The Illuminati

our Client list

Our Story Framework analysis and strategic recommendations have been transformational for some of the world’s most valuable brands including:

Allstate

Amazon

  • Alexa
  • Amazon
  • Amazon Halo
  • Amazon Pay
  • AWS
  • Kindle

Annie’s Homegrown

Anheuser-Busch InBev

  • Blue Point Brewery
  • Bud Light
  • Goose Island Brewery

Boyd Coffee Company

  • Boyd’s Coffee
  • Coffee House Roasters
  • Italia D’Oro
  • Viaggio

Benson Hill

Beam Suntory

  • Knob Creek

Bimbo USA

  • Eureka!

Cadbury Adams

  • Bubbaloo Gum

Campbell’s

Cadbury Trebor Bassett

  • Bassetts Liquorice Allsorts

Cereal Partners Worldwide

  • Chocapic Cereal

Chick-fil-A

Colombian Coffee Federation

  • Juan Valdez

Compassion International

ConAgra Foods

  • Orville Redenbacher Popcorn
  • Vlasic

DaimlerChrysler

  • Chrysler

Deschutes Brewery

Discovery Networks

  • Discovery Kids
  • Discovery en Español
  • Liv

Dr Pepper Snapple Group

  • 7UP
  • Crush
  • Hawaiian Punch
  • Snapple
  • Sunkist

Diageo

  • Captain Morgan Spiced Rum

E & J Gallo Winery

  • Apothic
  • Dark Horse
  • Gallo Family Vineyards
  • Intuition
  • Kingdom
  • The Naked Grape
  • Prophecy
  • Redwood Creek
  • Turning Leaf

Edible Arrangements

Energizer

Fossil Group

  • Fossil

Foster Farms

Frito-Lay

  • Cheetos
  • Flat Earth
  • Lay’s
  • Stacy’s
  • Sun Chips
  • Tostitos

General Mills

  • Bisquick
  • Cheerios
  • Cinnamon Toast Crunch
  • Cocoa Puffs
  • Green Giant
  • Hamburger Helper
  • Honey-Nut Cheerios
  • Lucky Charms
  • New Product Innovation
  • Pillsbury
  • Trix
  • Yoplait

Georgia-Pacific

  • Angel Soft
  • Brawny
  • Dixie
  • Quilted Northern
  • Sparkle
  • Vanity Fair

GoDaddy

Grupo Bimbo

  • Bimbo Bear
  • Gansito
  • Nito
  • Tia Rosa

Hearst/King Features

  • Popeye

Henkel

  • All
  • Persil
  • Snuggle

Hershey

  • Hershey’s Chocolate

Invista

  • Antron
  • Cordura
  • Dacron
  • Stainmaster

Johnson & Johnson

  • Johnson’s

Kasasa

Kellogg Company

  • Club Crackers
  • Rice Krispies
  • Frosties

Kraft Foods

  • A.1.
  • Cheez Whiz
  • Kool-Aid
  • Kraft Singles
  • Kraft Mac & Cheese
  • Miracle Whip

Laughing Cow

Maytag Corporation

M&M/Mars

  • 3Musketeers

Magic Hat Brewery

McCormick

McDonald’s

Merck

  • Dr. Scholl’s

Microsoft

  • New Product Innovation

MillerCoors

  • Coors Banquet
  • Coors Light

Nabisco

  • Trolli Candy

NatureSweet

  • NatureSweet Tomatoes
  • Brighthouse

Nestlé/Purina

  • Café Memento
  • Beggin’ Strips
  • Maggi
  • Mighty Dog
  • New Product Innovation
  • Wonka

Pearl/Hotel Emma

Pepperidge Farm

  • Goldfish
  • Pepperidge Farm Brand
  • Milano

PepsiCo

  • Fuelosophy
  • Mirinda
  • Mug Rootbeer
  • New Product Innovation
  • PepsiCo Global Snacks

Perdue Farms

Pirate’s Booty

Portland Trail Blazers

Procter & Gamble

  • Ariel
  • Charmin
  • Dawn
  • Head & Shoulders
  • Herbal Essences
  • Kandoo
  • Mr. Clean
  • Old Spice
  • Pampers
  • Pantene
  • Pringles
  • Rejoice
  • Secret
  • Tide

Quaker Oats

  • Cap’n Crunch
  • Quaker Oats

Robert’s American Gourmet

Safeway

  • Lucerne

Samsung

Sam’s Club

SC Johnson

  • Scrubbing Bubbles

7-Eleven

Shure

Silver Ventures

Starbucks

  • Seattle’s Best Coffee

Sunset Grown

Tabasco

Target

Time Warner

  • AOL

Tixie

Travelocity

Unilever

  • Paddle Pop Ice Cream
  • Snuggle

Veritiv

Verizon Wireless

Vlasic

Walmart

  • Great Value
  • Sam’s Club
  • Walmart

Wendy’s

WhiteWave Foods

  • Silk

Wingstop

Allstate
Amazon
Alexa
Amazon
Amazon Pay
Kindle
Annie’s Homegrown
Anheuser-Busch InBev
Blue Point Brewery
Bud Light
Goose Island Brewery
Boyd Coffee Company
Boyd’s Coffee
Coffee House Roasters
Italia D’Oro
Viaggio
Beam Suntory
Knob Creek
Bimbo USA
Eureka!
Cadbury Adams
Bubbaloo Gum
Cadbury Trebor Bassett
Bassetts Liquorice Allsorts
Cereal Partners Worldwide
Chocapic Cereal
Chick-fil-A
Colombian Coffee Federation
Juan Valdez
Compassion International
ConAgra Foods
Orville Redenbacher Popcorn
Vlasic
DaimlerChrysler
Chrysler
Deschutes Brewery
Discovery Networks
Discovery Kids
Discovery en Español
Liv
Dr Pepper Snapple Group
7UP
Crush
Hawaiian Punch
Snapple
Sunkist
Diageo
Captain Morgan Spiced Rum
E & J Gallo Winery
Apothic
Dark Horse
Gallo Family Vineyards
Intuition
Kingdom
The Naked Grape
Prophecy
Redwood Creek
Turning Leaf
Edible Arrangements
Energizer
Fossil Group
Fossil
Foster Farms
Frito-Lay
Cheetos
Flat Earth
Lay’s
Stacy’s
Sun Chips
Tostitos
General Mills
Bisquick
Cheerios
Cinnamon Toast Crunch
Cocoa Puffs
Green Giant
Hamburger Helper
Honey-Nut Cheerios
Lucky Charms
New Product Innovation
Pillsbury
Trix
Yoplait
Georgia-Pacific
Angel Soft
Brawny
Dixie
Quilted Northern
Sparkle
Vanity Fair
Grupo Bimbo
Bimbo Bear
Gansito
Nito
Tia Rosa
Hearst/King Features
Popeye
Hershey
Hershey’s Chocolate
Invista
Antron
Cordura
Dacron
Stainmaster
Johnson & Johnson
Johnson’s
Kasasa
Kellogg Company
Club Crackers
Rice Krispies
Frosties
Kraft Foods
A.1.
Cheez Whiz
Kool-Aid
Kraft Singles
Kraft Mac & Cheese
Miracle Whip
Laughing Cow
Maytag Corporation
M&M/Mars
3Musketeers
Magic Hat Brewery
McCormick
McDonald’s
Merck
Dr. Scholl’s
Microsoft
New Product Innovation
MillerCoors
Coors Banquet
Coors Light
Nabisco
Trolli Candy
Nature Sweet
NatureSweet Tomatoes
Brighthouse
Nestlé/Purina
Café Memento
Beggin’ Strips
Maggi
Mighty Dog
New Product Innovation
Wonka
Pepperidge Farm
Goldfish
Pepperidge Farm Brand
Milano
PepsiCo
Fuelosophy
Mirinda
Mug Rootbeer
New Product Innovation
PepsiCo Global Snacks
Perdue Farms
Pirate’s Booty
Portland Trail Blazers
Procter & Gamble
Ariel
Charmin
Dawn
Head & Shoulders
Herbal Essences
Kandoo
Mr. Clean
Old Spice
Pampers
Pantene
Pringles
Rejoice
Secret
Tide
Quaker Oats
Cap’n Crunch
Quaker Oats
Robert’s American Gourmet
Safeway
Lucerne
Samsung

 

Sam’s Club
SC Johnson
Scrubbing Bubbles
7-Eleven
Shure
Starbucks
Seattle’s Best Coffee
Sun Products Corporation
All
Snuggle
Sunset Grown

Target

Time Warner
AOL
Tixie
Travelocity
Unilever
Paddle Pop Ice Cream
Snuggle
Verizon Wireless
Vlasic
Wendy’s
Walmart
Great Value
Sam’s Club
Walmart
WhiteWave Foods
Silk
Allstate
Amazon
Alexa
Amazon
Kindle
Annie’s Homegrown
Anheuser-Busch InBev
Blue Point Brewery
Bud Light
Goose Island Brewery
Boyd Coffee Company
Boyd’s Coffee
Coffee House Roasters
Italia D’Oro
Viaggio
Beam Suntory
Knob Creek
Bimbo USA
Eureka!
Cadbury Adams
Bubbaloo Gum
Cadbury Trebor Bassett
Bassetts Liquorice Allsorts
Cereal Partners Worldwide
Chocapic Cereal
Chick-fil-A
Colombian Coffee Federation
Juan Valdez
Compassion International
ConAgra Foods
Orville Redenbacher Popcorn
Vlasic
DaimlerChrysler
Chrysler
Deschutes Brewery
Discovery Networks
Discovery Kids
Discovery en Español
Liv
Dr Pepper Snapple Group
7UP
Crush
Hawaiian Punch
Snapple
Sunkist
Diageo
Captain Morgan Spiced Rum
E & J Gallo Winery
Apothic
Dark Horse
Gallo Family Vineyards
Intuition
Kingdom
The Naked Grape
Prophecy
Redwood Creek
Turning Leaf
Edible Arrangements
Energizer
Fossil Group
Fossil
Foster Farms
Frito-Lay
Cheetos
Flat Earth
Lay’s
Stacy’s
Sun Chips
Tostitos
General Mills
Bisquick
Cheerios
Cinnamon Toast Crunch
Cocoa Puffs
Green Giant
Hamburger Helper
Honey-Nut Cheerios
Lucky Charms
New Product Innovation
Pillsbury
Trix
Yoplait
Georgia-Pacific
Angel Soft
Brawny
Dixie
Quilted Northern
Sparkle
Vanity Fair
Grupo Bimbo
Bimbo Bear
Gansito
Nito
Tia Rosa
Hearst/King Features
Popeye
Hershey
Hershey’s Chocolate
Invista
Antron
Cordura
Dacron
Stainmaster
Johnson & Johnson
Johnson’s
Kellogg Company
Club Crackers
Rice Krispies
Frosties
Kraft Foods
A.1.
Cheez Whiz
Kool-Aid
Kraft Singles
Kraft Mac & Cheese
Miracle Whip
Laughing Cow
Maytag Corporation
M&M/Mars
3Musketeers
Magic Hat Brewery
McCormick
McDonald’s
Merck
Dr. Scholl’s
Microsoft
New Product Innovation
MillerCoors
Coors Banquet
Coors Light
Nabisco
Trolli Candy
Nature Sweet
NatureSweet Tomatoes
Brighthouse
Nestlé/Purina
Café Memento
Beggin’ Strips
Maggi
Mighty Dog
New Product Innovation
Wonka
Pepperidge Farm
Goldfish
Pepperidge Farm Brand
Milano
PepsiCo
Fuelosophy
Mirinda
Mug Rootbeer
New Product Innovation
PepsiCo Global Snacks
Perdue Farms
Pirate&#8217s Booty
Portland Trail Blazers
Procter & Gamble
Ariel
Charmin
Dawn
Head & Shoulders
Herbal Essences
Kandoo
Mr. Clean
Old Spice
Pampers
Pantene
Pringles
Rejoice
Secret
Tide
Quaker Oats
Cap’n Crunch
Quaker Oats
Robert’s American Gourmet
Safeway
Lucerne
Samsung
SC Johnson
Scrubbing Bubbles
Shure
Starbucks
Seattle’s Best Coffee
Sun Products Corporation
All
Snuggle
Target
Time Warner
AOL
Tixie
Travelocity
Unilever
Paddle Pop Ice Cream
Snuggle
Verizon Wireless
Wendy’s
Walmart
Great Value
Sam’s Club
Walmart
WhiteWave Foods
Silk
Allstate
Amazon
Alexa
Amazon
Kindle
Annie’s Homegrown
Anheuser-Busch InBev
Blue Point Brewery
Bud Light
Goose Island Brewery
Boyd Coffee Company
Boyd’s Coffee
Coffee House Roasters
Italia D’Oro
Viaggio
Beam Suntory
Knob Creek
Bimbo USA
Eureka!
Cadbury Adams
Bubbaloo Gum
Cadbury Trebor Bassett
Bassetts Liquorice Allsorts
Cereal Partners Worldwide
Chocapic Cereal
Chick-fil-A
Colombian Coffee Federation
Juan Valdez
Compassion International
ConAgra Foods
Orville Redenbacher Popcorn
Vlasic
DaimlerChrysler
Chrysler
Deschutes Brewery
Discovery Networks
Discovery Kids
Discovery en Español
Liv
Dr Pepper Snapple Group
7UP
Crush
Hawaiian Punch
Snapple
Sunkist
Diageo
Captain Morgan Spiced Rum
E & J Gallo Winery
Apothic
Dark Horse
Gallo Family Vineyards
Intuition
Kingdom
The Naked Grape
Prophecy
Redwood Creek
Turning Leaf
Edible Arrangements
Energizer
Fossil Group
Fossil
Foster Farms
Frito-Lay
Cheetos
Flat Earth
Lay’s
Stacy’s
Sun Chips
Tostitos
General Mills
Bisquick
Cheerios
Cinnamon Toast Crunch
Cocoa Puffs
Green Giant
Hamburger Helper
Honey-Nut Cheerios
Lucky Charms
New Product Innovation
Pillsbury
Trix
Yoplait
Georgia-Pacific
Angel Soft
Brawny
Dixie
Quilted Northern
Sparkle
Vanity Fair
Grupo Bimbo
Bimbo Bear
Gansito
Nito
Tia Rosa
Hearst/King Features
Popeye
Hershey
Hershey’s Chocolate
Invista
Antron
Cordura
Dacron
Stainmaster
Johnson & Johnson
Johnson’s
Kellogg Company
Club Crackers
Rice Krispies
Frosties
Kraft Foods
A.1.
Cheez Whiz
Kool-Aid
Kraft Singles
Kraft Mac & Cheese
Miracle Whip
Laughing Cow
Maytag Corporation
M&M/Mars
3Musketeers
Magic Hat Brewery
McCormick
McDonald’s
Merck
Dr. Scholl’s
Microsoft
New Product Innovation
MillerCoors
Coors Banquet
Coors Light
Nabisco
Trolli Candy
Nature Sweet
NatureSweet Tomatoes
Brighthouse
Nestlé/Purina
Café Memento
Beggin’ Strips
Maggi
Mighty Dog
New Product Innovation
Wonka
Pepperidge Farm
Goldfish
Pepperidge Farm Brand
Milano
PepsiCo
Fuelosophy
Mirinda
Mug Rootbeer
New Product Innovation
PepsiCo Global Snacks
Perdue Farms
Pirate’s Booty
Portland Trail Blazers
Procter & Gamble
Ariel
Charmin
Dawn
Head & Shoulders
Herbal Essences
Kandoo
Mr. Clean
Old Spice
Pampers
Pantene
Pringles
Rejoice
Secret
Tide
Quaker Oats
Cap’n Crunch
Quaker Oats
Robert’s American Gourmet
Safeway
Lucerne
Samsung
SC Johnson
Scrubbing Bubbles
Shure
Starbucks
Seattle’s Best Coffee
Sun Products Corporation
All
Snuggle
Target
Time Warner
AOL
Tixie
Travelocity
Unilever
Paddle Pop Ice Cream
Snuggle
Verizon Wireless
Wendy’s
Walmart
Great Value
Sam’s Club
Walmart
WhiteWave Foods
Silk

“Character gets to the heart of what good storytelling is all about. They’ve helped Wendy’s focus on what makes us unique, different and special and that’s helped us to get people’s attention, keep their interest and keep the business growing. We compete with much larger brands, but by being overt about how we want to attack those differences, we’ve been able to have a lot of tension and conflict in the story that we are telling. That allows us to keep the story fresh and to fuel it. The more we do that the more positive attention we get as a brand and the more the brand continues to grow, which, in turn, builds our confidence in our storytelling and keeps the courage level high.”

—Kurt  Kane, President U.S. & Chief Commercial Officer, Wendy’s Corporation

“I’ve been through Character’s story framework process four times in my career, and it has always added extraordinary value. It was a central piece of Walmart’s rebranding effort in 2006, as we sought a new articulation of our brand narrative and our purpose. It’s an equally powerful tool for us now, as Walmart defines its place in a rapidly transforming retail environment. And we are currently using it to do the same for Sam’s Club.”

—Tony Rogers, Chief Marketing Officer, Walmart

“Character’s approach to brand building is unlike any other in the business. Jim and his team use the timeless truths of human storytelling to unlock story potential and connect deeply with brand audiences. I’ve worked with Character throughout my career, and my experience with Tabasco was as fascinating, inspiring, and productive as ever. 

Character worked with our team not only to help us re-examine and re-articulate the elemental truths of our iconic global brand but also to develop and apply practical tools that make the brand story framework user-friendly for our entire organization. 

I whole-heartedly recommend Character to any brand marketer who is looking to make intuitive and durable connections with their consumer.”

Lee Susen, Chief Sales & Marketing Officer, Tabasco / McIlhenny Company