BrandHaven

BrandHaven We help brands go further through the power of clarity. In a sea of sameness, RISE UP.

A great idea only succeeds if it reaches the right people, in the right way, at the right moment.That's the purpose of a...
09/04/2026

A great idea only succeeds if it reaches the right people, in the right way, at the right moment.

That's the purpose of a go-to-market strategy. Know who you're reaching. Meet them where they are. Move from awareness to engagement to action in phases.

'He Gets Us' shows it clearly. Rather than treating the public as one mass, the team used the Jesus Continuum to focus investment on the most receptive audiences, then built a phased media plan across connected TV, social, audio, and the largest stage in American culture.

The Super Bowl was the spark. The strategy underneath it is what made the spark catch.

In the coming weeks, we'll share the Go-To-Market Strategy with our DREAM Community.

Join for free: https://brandhavenagency.com/dream

DREAM to Reality is now available for pre-order. Get your copy today!

When you rebrand a large organization, everything feels urgent. It can't all be first.That was the reality across the Sp...
08/28/2026

When you rebrand a large organization, everything feels urgent. It can't all be first.

That was the reality across the Spectrum to Corewell transition. Thousands of touchpoints, from signage and vehicles to uniforms and digital, all needing to change. Trying to update everything at once exhausts a team and a budget before the most important work begins.

So the team sequenced it. Two questions sorted the chaos: How visible is this touchpoint? And how much does it shape what people believe about the brand?

High visibility and high impact go first. The rest follow behind.

It's not about doing everything. It's about doing the right things, in the right order.

In the coming weeks, we're sharing the Rebranding Prioritization Matrix from DREAM to Reality with our DREAM Community.

Join for free: https://brandhavenagency.com/dream

DREAM to Reality is now available for preorder. Get your copy today.

A brand is not what you say. It's what people perceive across every interaction with you.This was the case when Spectrum...
08/20/2026

A brand is not what you say. It's what people perceive across every interaction with you.

This was the case when Spectrum Health underwent a total brand refresh in 2008. The goal was to unite an entire health system, physicians, staff, donors, patients, and community under one cohesive identity.

That doesn't happen with a logo alone. It happens with a system. A mosaic flag that conveyed movement and healing. A defined palette and typography. Ten brand attributes guiding everything from signage to uniforms. And BrandSite, a living home where thousands of people could stay anchored to one shared identity.

Creativity sparks a brand. Discipline is what makes it endure.

In the coming weeks, we'll share the Rebranding Implementation Blueprint from DREAM to Reality with our DREAM Community.

Join for free: https://brandhavenagency.com/dream

DREAM to Reality is available for pre-order. Get your copy today!

One of the best creative briefs in BrandHaven’s history came down to three words:Play. Listen. Watch.Big Brothers Big Si...
08/13/2026

One of the best creative briefs in BrandHaven’s history came down to three words:

Play. Listen. Watch.

Big Brothers Big Sisters of West Michigan had a long waiting list of children and too few mentors stepping forward, especially men. The barrier wasn’t indifference. It was intimidation. People imagined mentorship required special qualifications, extensive time, or parenting expertise.

The insight that unlocked the work was simple: A child craves presence, not perfection.

So the brief got honest and small. Mentorship isn’t about doing more. It’s about showing up. That’s really all it takes.

A strong creative strategy brief does exactly that. It distills everything a team knows into the one true thing the work has to say.

In the coming weeks, Jason will share the Creative Strategy Brief with our DREAM Community. It’s free to join:
https://brandhavenagency.com/dream

DREAM to Reality is available for pre-order now. Get your copy today!

Most teams want to do everything at once. That's usually where momentum falters.A bold vision rarely fails for lack of e...
08/06/2026

Most teams want to do everything at once. That's usually where momentum falters.

A bold vision rarely fails for lack of effort. It fails for lack of pacing. Without a rhythm, the work scatters until the energy runs out.

That's why Jason developed the Strategic Horizon Calendar. It creates a cadence across the year, giving every quarter a focus so urgent work never crowds out the brand building that compounds over time. It reflects a discipline he relied on at Steelcase: planning in horizons - now, near, and far. What needs attention today, what's coming next, and what the organization is building toward.

The research supports it. Les Binet and Peter Field found the strongest organizations split their effort roughly 60/40 between long-term brand building and short-term activation. The calendar helps protect that balance.

In the coming weeks, Jason will share the Strategic Horizon Calendar with our DREAM Community.

It's free to join. https://brandhavenagency.com/dream

DREAM to Reality is available for pre-order now. Get your copy today!

Sometimes the value of a plan only becomes clear when everything falls apart.In early 2020, Jason was the marketing dire...
07/30/2026

Sometimes the value of a plan only becomes clear when everything falls apart.

In early 2020, Jason was the marketing director at Irwin Seating, a company that had been building auditorium and stadium seating for over a century. When the pandemic hit, every venue in the country went dark almost overnight, and the company's primary market disappeared.

The pivot was immediate. Clear, consistent communication across every touchpoint, for employees, customers, suppliers, and partners. What began as a crisis response became a durable foundation: an updated website, a sharper CRM, messaging templates, streamlined sales tools, and an editorial calendar. A century-old manufacturer entered its next one hundred years stronger and steadier than ever before.

A brand communications plan isn't paperwork. It's the structure that holds an organization together when the ground shifts.
In the coming weeks, Jason will share the Strategic Brand Communications Plan with our DREAM Community.

It's free to join. https://brandhavenagency.com/dream

DREAM to Reality is available for pre-order now. Get your copy today!

A bold vision needs more than energy. It needs leaders prepared to make real choices.That's the discipline behind the St...
07/23/2026

A bold vision needs more than energy. It needs leaders prepared to make real choices.

That's the discipline behind the Strategic Business Blueprint, built on the Playing to Win methodology from A.G. Lafley and Roger Martin. It asks two essential questions: Where will you play? And how will you win?

When Jason worked at Steelcase Health, the aspiration was clear: create great experiences wherever healthcare occurs. But before the strategy could take shape, the team had to confront the real challenges - rushed diagnoses, disconnected care, and spaces that failed the families advocating for a loved one. Only then could they make the choices that defined the strategy, mapped across now, near, and far. They called it Connected Care.

The blueprint turned a bold idea into a path the organization could follow.

In the coming weeks, we'll be sharing the Strategic Business Blueprint from DREAM to Reality with our DREAM Community.

Join for free: https://brandhavenagency.com/dream

DREAM to Reality is available for pre-order now. Get your copy today!

Before a team can solve a problem, it has to break out of the frame around it.That's the purpose of ideation. Not brains...
07/17/2026

Before a team can solve a problem, it has to break out of the frame around it.

That's the purpose of ideation. Not brainstorming for its own sake, but structured exercises that push past the obvious toward the boldest, most honest version of an idea.

One of the exercises we often begin with is a simple prompt: "I wish." When we used it at the start of the He Gets Us campaign, the responses weren't about media or tactics. They were about what people most wanted others to know - that Jesus is love. That His way is humble, gentle, and for the broken.

That session helped shape the direction of the entire campaign.

In the coming weeks, we'll be sharing the Ideation Toolkit from DREAM to Reality with our DREAM Community, including the "I Wish" exercise, EST Differentiation, and the Success Cover Story.

Join the DREAM Community for free: https://brandhavenagency.com/dream

DREAM to Reality is available for pre-order now. Get your copy today!

The best strategy work doesn't start with answers. It begins with better questions.It's a principle we return to on ever...
07/09/2026

The best strategy work doesn't start with answers. It begins with better questions.

It's a principle we return to on every engagement. The answers a brand reaches are only as good as the questions it's willing to ask. Unfortunately, most organizations continue to pose the safe ones.

When we began the He Gets Us campaign, the guiding question was a hard one: How did the world's greatest love story come to be known as a hate group? During our work with World Vision and CEO Edgar Sandoval, a similar willingness to ask uncomfortable questions reshaped a straightforward fundraising brief into a confrontation with selective compassion.

In both cases, the right question surfaced the truth and the essence of the message.

In the coming weeks, Jason will be sharing the Critical Questions template from DREAM to Reality with our DREAM Community: 30 leadership questions across six dimensions, built to surface a bold vision and define the problem worth solving.

It's free to join! https://brandhavenagency.com/dream

DREAM to Reality is available for pre-order now. Get your copy today!

Most clients arrive convinced they’ve already defined the problem.They hand us a problem statement they’ve written and r...
07/02/2026

Most clients arrive convinced they’ve already defined the problem.

They hand us a problem statement they’ve written and refined. And almost every time, we take a step back and rebuild it.

That’s the Define phase. The work of naming the difference an organization actually wants to make. It’s where you separate the symptom from the real challenge, and where the truest version of the vision finally surfaces.

It starts with one question we ask every leader: How do you know what you know? Much of what an organization believes about its brand is inherited, not verified.

When we worked with World Vision and CEO Edgar Sandoval, they came in with a problem statement that read: many Americans believe their generosity won’t make a real difference. Two months of Define work reshaped it into a question: Does God’s heart ache more for the poor or for our selective compassion? That single reframe cracked the project wide open.

This week, Jason is sharing the first tool we use to begin every Define phase: the Strategic Audit. Before you can build a bold future, you have to understand your current reality. The audit is how you see it clearly.

It’s free: https://brandhavenagency.com/dream

DREAM to Reality is on pre-sale now, and pre-orders make a real difference.

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