Minneapolis agency Known is helping brands raise their profiles
Monday, April 15, 2013
Longtime collaborators Christopher Everett and Jeff Turner have applied their branding expertise to their own now-official business partnership in launching Known, a boutique brand strategy, creative and coaching agency in Minneapolis.
The expert says: Avinash Malshe, associate professor of marketing at the University of St. Thomas’ Opus College of Business, said Turner’s observation about that some brands are “tactics in search of a strategy” rings true. And that’s why he believes that Turner and Everett are on the right track conceptually with Known.
“We see these big brands, they have so many plans, programs and campaigns and they keep launching those one after the other,” Malshe said. “They’re not thinking about how these things hang together and that’s where the value of a company like Known is going to be. They are going to think about where these things work together, what is a coherent strategy and that is phenomenally important to a brand."
Originally published: 04/15/2013, Star Tribune