Disruption: Typically a verb used to convey an annoying interference to your normal programming. Things we usually associate with disruption:

•    Commercials—non-Super Bowl, of course
•    Parents and/or Children—depending on what stage of life you’re at
•    Heavy metal bands that practice in the garage next door at 3 a.m.—unless you’re in said heavy metal band or really enjoy nocturnal head-banging

But, as every fitness trainer knows, disruption is also crucial to sustained growth, agility and creating impact. Brands looking to achieve these goals should take heed.

How often do you hear someone ask what you don’t like about their product? Our guess—Not very.

Most companies treat criticism like it’s the plague. And because they avoid looking at their organization and products honestly, they end up spending a good deal of money covering up defects instead of on front-end resources that create ultimate success. 

We can’t help but shake our heads at the futility of that mentality.

Somewhere between the global economy hitting the brakes and the explosion of real-time feedback loops on the Internet, the way we traditionally did business was turned on its head.

The top-down model—where elite brands picked what colors would be hot next season, what news was important and what consumers really wanted—has pretty much been blown to bits. In its place now stands a construction project, being built from the bottom up—and by the way, no one knows what the finished product will look like, much less whether it will ever be complete.

Let us start by saying this: Everyone has a dark side. Dr. Jekyll. Oprah. Even Gandhi.

Yes. Even Gandhi.

If you haven’t heard the news: Things have changed. Your company no longer operates in a profit vacuum, where your only consistent feedback comes from shareholders. While business scrambled to stop our economy from completely imploding, the consumer acquired a substantial hold over the success and failure of brands.

Too many companies fail to recognize the importance of staying the course. Look around. You’ll see a vast majority of brands exhibiting a schizophrenic symphony of “branding personality disorder” symptoms. Over-extended product lines. Jumbled messaging. Inconsistent decisions. All of which result in a diluted consumer experience and decreased brand strength.

Riley Weiss, a Portland firm that builds and nourishes brands, has been engaged by Navellier and Associates to help them name, brand and launch an exciting new investment vehicle.

Change is a constant and 2009 has been all about that for us at Riley Weiss.

Not only do we have a new identity this year, but our 14 year-old branding agency moved out of a space in The Pearl and into the former Couch Schoolhouse off of NW 21st and Hoyt Street.  We also have a new President, new employees, new and valued clients and an attitude of hope and prosperity. A lot of change!

PORTLAND, Ore. – September 22, 2009 – Riley Weiss, a 14-year-old Portland firm that builds and nourishes brands, has been engaged by Kaiser Foundation Health Plan of the Northwest to develop a comprehensive brand awareness strategy for the region’s dental care program. In a multi-phased approach, Riley Weiss will develop strategy and programs to build brand value, expand awareness among key target audiences, and positively influence audience perception of the dental care offering.

PORTLAND, Ore. – September 16, 2009 – Riley Weiss continues to drive innovative and cutting edge branding strategy by adding social media to its arsenal.

“Our strategy is to be proactive — we’re not sitting around waiting for the market to determine our fate,” stated Drew Force, Creative Director and Founder of the 14-year-old brand development firm. “We’re making calculated decisions about how to become stronger for our clients during this recession. For months, we’ve been implementing social media activities with clients like Zupan’s Markets and we very clearly understand the tremendous potential. It’s a natural addition to our evolving business.”

Riley Weiss, a 14-year-old Portland firm that builds and nourishes brands, has begun design and development of a corporate website for Phillips & Company, one of Portland's largest wealth advisory firms. This web initiative is another chapter in an ongoing relationship between Riley Weiss and the local financial house. The team at Riley Weiss crafted a new brand identity for Phillips & Company in 2007 and has managed ongoing brand-building programs in the ensuing two years. The new site is scheduled to launch in Fall 2009.

Riley Weiss, a 14-year-old Portland firm that builds and nourishes brands, announces the addition and appointment of Douglas Heikkinen as president. Heikkinen is a 24-year veteran of the financial services industry, working for top firms such as Charles Schwab and the M Financial Group. “Doug’s deep experience in marketing, business planning, and organizational innovation makes him the perfect leader to help drive our growth strategy and propel Riley Weiss for years to come. We are truly excited about the insight and energy he adds to the team,” says Drew Force, Riley Weiss creative director and founder.

Accomplishment leads to re-brand for 14-year-old Portland creative agency

PORTLAND, Ore. – June 22, 2009 – Blackfish Creative has changed its name. The 14-year-old Portland creative agency is now Riley Weiss, a firm that builds and nourishes brands.