Liquid Agency Merges with Neutron LLC.
Neutron's Marty Neumeier Named Director of Transformation at Liquid Agency.
San Jose, CA - Liquid Agency, a leading branding firm with offices in San Jose, California, and Portland, Oregon, has merged with Neutron, the San Francisco-based strategic consultancy. The combined companies will operate under the Liquid Agency brand. Marty Neumeier, founder and president of Neutron, joins the executive team as Director of Transformation, based in San Jose.
"We pursued a merger with Neutron for quite some time," said Scott Gardner, CEO and co-founder of Liquid Agency. "We're especially excited to have Marty Neumeier and his first class team on board."
Both companies were founded in the wake of the 2001 "Internet bust." What began as mutual admiration evolved into partnering on projects, and finally into a merger based upon how Neutron and Liquid could deliver magic to clients. The new firm's client list includes forward-thinking brands such as Adidas, BMW, Cisco, Electronic Arts, General Mills, Google, Herman Miller, Hewlett-Packard, Microsoft, and Sony, as well as a host of emerging organizations in various industries and sectors.
The vision is to deliver what Neumeier calls "logic and magic," a combination of strategic thinking and creative execution that allows brands to bridge the gap between business intent and customer experience. In its new format as "transformation agency," Liquid will take companies and their brands from the ordinary to the outstanding, "from bland to brand."
Neumeier is a respected author and speaks on the subjects of business, design and innovation. His first book, The Brand Gap, became a bestseller in 2003, and is available in 19 languages. His follow-up book, Zag, was named one of the "Top 100 Business Books of All Time." His latest book, The Designful Company, was hailed as "revolutionary" by BusinessWeek among others. It advocates design-thinking rather than spreadsheet-thinking as the new management approach that can transform companies into powerhouses of constant innovation.
"The new Liquid is not a one-stop shop or a full-service brand consultancy," said Neumeier, "but rather an end-to-end, top-to-bottom,inside-outside transformation agency." He noted that many companies now understand that sustainable brands are built from the inside out instead of the outside in. "Outside-in branding," he said, "is what led to the Internet bust. It created fake brands that couldn't survive in the real world. Real brands are authentic and stand the test of time."
To this end, Liquid has will help companies "own" their brands more deeply, providing innovation workshops, culture-change programs, executive training courses, and other transformation tools. "At the same time," said Neumeier, "we will continue to deliver the award-winning creative work that makes strategy come to life in compelling and effective ways."
About Liquid Agency
Liquid Agency is a branding firm with offices in San Jose, California, and Portland, Oregon, that encompasses brand strategy, brand identity, brand marketing, environmental branding, digital branding and brand management. Liquid has launched new products and new companies, as well as revitalized existing brands; the company has also delivered complete retail merchandising solutions, interactive branding programs, integrated marketing campaigns, and comprehensive environmental branding projects. The company's global clients include Adidas, Cisco, HP, Microsoft and Sony.