Our company was in a real pickle. We wanted to engage customers at a deeper level, but we were seen as a boutique agency not capable of playing on a larger stage. Originally Wolfmotell, we decided to make a huge leap by changing our name to reflect an ever-changing state of technology and the world. Our new story called “the ecology of preference” reflected not execution, but bonding to customer’s emotions, which in turn drives strategy and creative. Also, we didn’t turn our back to our technology roots, but embraced it and shouted it from the mountain top. This position and system elevated our stature and has since got us several new projects. The buzz is still continuing and new initiatives are being developed to extend our brand.