What distinguishes Mintz & Hoke from other brand development and stewardship firms is also what represents our greatest strengths and core competencies.

Brand Development for the Real World.

Communications firms, especially branding specialists, often fail to recognize that changes in an institution's brand identity can be extremely difficult, emotionally and logistically. Since we are usually tasked with the implementation side of the equation, in addition to the strategic, we never underestimate the magnitude of the challenge and always base our recommendations on what will actually work in the real world.

At the founding of our agency, we were not called upon to develop brands, but simply to mount successful advertising and promotional campaigns. But we quickly came to realize that these pursuits were indivisible and mutually reinforcing. So we created a brand development capability that not only satisfied the desire of our clients to have a clear and differentiating identity in the marketplace, but one that could power the day-to-day, nitty-gritty demands of their marketing programs.

Although brands are often expressed with words and pictures, we believe the heart of a brand - its ultimate service to your company - lies in the message it conveys to the world, not the way it looks or sounds to us. It is the genuine, tangible emotional connection that is made with the audience that matters; not the artistic or strategic pretensions of designers or brand gurus.

So while we give full voice to our creative talents in the development process, we never lose sight of how your brand identity has to perform in the unforgiving competitive environment.