Brand Soul is not created; it’s discovered. And we set out on an expedition into the heart of the matter in our Soul Sessions. Soul Sessions Brand Workshops are One Lucky Guitar’s signature service. In a Soul Session, branding doesn’t happen to an organization. It happens with it. We convene stakeholders from all across an organization (our Brand Champions) to gain a deeper understanding of who the organization is, and what it stands for—in the good times, and the bad. We believe that internal clarity creates external understanding. So, together, [...]
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In place branding, our goal isn’t to construct or formulate a new narrative for a space. It’s to unearth the narrative that reflects what is authentic to those who live, work, visit, play and study there. That’s the brand promise—what a place says it offers, and what people experience once they’re there, must align. To ensure authenticity at all times for a place, consider the following tenets. Heritage and Environment A place’s brand should consider its heritage—its cultural history, its natural environment, the key characteristics that give it a sense [...]
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As a writer, I find that words distract me. What? Yes. I'm easily distracted by words. If there's a TV on, I'm subconsciously listening. If there's a conversation going on, I can't not hear it. And, of course, if a song has words, my mind is following (and maybe singing) them. I'm on a quest to devour as many words as possible, and I can't save me from me. That's why Matt and I listen to instrumental music when we write, and we've compiled our most-frequented playlists and albums to share with [...]
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For the January 2021 issue, Fort Wayne magazine approached One Lucky Guitar to contribute to a special, themed section of the magazine looking at the decade ahead in our community—the principles we’re building on, the trends we can leverage, the gaps we need to fill. In pondering “As a city, where do we want to be in ten years, and why?,” editors asked, “Hey, OLG, how might we instill a spirit of 24/7/365 creativity in our city? How do you folks do it?” We’re honored they thought of us. OLG [...]
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