McVey Marketing Inc. has expanded its consulting relationship with the Minnesota Independent School Forum in St. Paul. The organization recently retained the firm to provide publications planning, message development and editorial services. McVey Marketing also has partnered with MISF in the areas of visual identity and brand development, government relations support, and marketing communications. The firm is looking forward to its expanded partnership with MISF and the more than 35 K-12 independent schools it represents.

McVey Marketing Inc. recently completed successful consulting engagements with St. Olaf College in Northfield, Minnesota, and Concordia College in Moorhead, Minnesota.

The firm's work with St. Olaf College included working with college officials to enhance use of the school's logo, tagline and other aspects of its visual brand identity. The firm worked closely with a new visual identity task force the college formed especially for this project. Our efforts resulted in a clearer and more consistent visual identity for the college, and a greater awareness of the importance of the college's brand and style guidelines. These enhancements to the college's visual identity and how the institution is perceived should pay dividends for years to come.

At Concordia College, the firm provided professional one-to-one media coaching to the school's cabinet officers and other selected officials. The media training and counsel will help Concordia officials better position the college and communicate its key brand messages through the news media. And it will help the college's leaders more fully capitalize on opportunities to tell the college's story.

Thanks to everyone at St. Olaf College and at Concordia College for their assistance with these important assignments.

Starbucks: Knowing Beans about Brands
It's hard to spend any time in the Seattle area without hearing a great deal about Starbucks. And it's not just because you can't throw a rock without hitting one. It's because the company created a new brand category -- the coffeehouse experience -- and succeeded by paying ruthless attention to the details and power of its brand. (For you short-time thinkers, we're ignoring the fact that Starbucks' stock price has declined by double digits during the past year. We tend to take a longer-term view when it comes to building strong brands.)

A great book by author Joseph Michelli uses in-depth interviews ranging from Starbucks executives to baristas to uncover the story. Here are a few beans worth considering, no whip, extra hot, from Michelli's book, The Starbucks Experience: Five Principles for Turning Ordinary into Extraordinary.

He describes five principles that drive Starbucks' success. "The Starbucks Experience reflects tenets that are simple, yet not simplistic. They are results-oriented and can be deceptively powerful when applied:

1. Make it your own.
2. Everything matters.
3. Surprise and delight.
4. Embrace resistance.
5. Leave your mark.