Case Study Wednesday: Cadillac

As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories.

That's why we've launched "Case Study Wednesday", where we highlight one of our amazing clients and the work we have done with them. To learn more about our work, click here.

This week, we will be featuring our work with Cadillac:

Cadillac approached Addison Whitney to create the brand name for their new sport utility vehicle. A market characterized by a proliferation of rugged sport utility vehicles and the recent introduction of “luxury trucks” by Lincoln anEscalade Exteriord Mercedes forced Cadillac to take a different approach. Instead of trying to stand out in a crowded industry, Cadillac decided to redefine the market with its first sport luxury vehicle.

We developed the name Escalade, which is defined as the act of climbing up and over (a wall or fortified place). This new name communicates the ability to escape and the skill to scale or climb a mountain while incorporating the luxury associated with Cadillac.

Cadillac Escalade Emblem“Escalade is the right name for a vehicle that will reach a new level of prestige in the full-size sport utility segment,” said Dave Nottoli, brand manager for Escalade. “Escalade will help Cadillac offer a broader portfolio of products to luxury consumers who are also considering sport utility vehicles when renewing their leases or making their next purchase.”


Teams Involved:

Verbal Branding

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Addison Whitney Takes Part in Operation Christmas Child 2014

On December 10, a group of Addison Whitney employees  volunteered their time at the Charlotte location for Operation Christmas Child, where they sorted, inspected, packed and helped ship thousands of shoe boxes that will be sent to IMG_6903children in need around the world.

In addition, the Charlotte office of Addison Whitney collected donations and put together full boxes of their own to contribute to the efforts of Operation Christmas Child.

Check out some great pictures from our time with the OCC team!


Brands We Loved in 2014

Welcome to Brands We Love Week! All week, we will be revealing what brands were our favorite this year, and we want to hear who you'd add to the list! Let us know what brands you loved in 2014, using the hashtag ‪#‎BrandsWeLove‬.


Our first brand fan is Lizzy, who chose UberFlywheel Sports and NPR!Lizzy BW 2 Text

"Although Uber has been around for a number of years it seems 2014 was the brand's breakout year. It has infiltrated itself into the lifestyle (and vocabulary) of most 20 and 30-somethings living in metropolitan areas. The convenience, reliability and cost of using Uber has changed how I operate. I use it to get almost anywhere on the weekends and has become the only way I get to and from the airport.

I was first introduced to Flywheel in 2013 but my love for the brand was solidified in 2014. As cliché as it may sound, I love how they make fitness fun, and the brand experience is on point from start to finish. Branded workout experiences create a sense of community and belonging that you can't necessarily find at a larger gym. And Flywheel has been one of the brands at the forefront of this movement and I love watching it grow. Although a very established brand, I never truly understood the value of this brand until 2014.

Prior to this year I only thought of NPR as a great place to learn about new music/bands but that changed this year. I have also come to love more than just the information they report but also the hosts of NPR. I have started to feel a comfort and trust in them, two things every brand strives for."


Kelsey BW 1 TextOur next brand fan is Kelsey and her favorite brand, Chubbies!

"The Chubbies brand is a success because they don’t just dabble in this “bro” persona, they embrace if from all angles. In short (pun intended) the Chubbies experience is unexpectedly inspiring.

Though they’re selling men’s clothing, the Chubbies concept is genderless and timeless- fearlessly seize the day in shorts and a smile!"


Christa BW 1 TextRounding out the first day of our week is Christa, who chose Trader Joe's as the Brand She Loved in 2014.

"I love the brand because I enjoy the shopping experience, the friendly staff and plentiful samples. I'm also never let down by the tasty food and low prices!"


Beth Anne BW 1 TextOur first brand fanatic for day 2 is Beth Anne, whose favorite brands include Warby ParkerGEUber and Fitbit:

"Warby Parker – They take a very innovative approach to the eyeglass market with their “one for one” policy. It’snew way to engage an audience and make the process fun and convenient.

GE – They are a leader in the industrial Internet revolution. PR placements and ads are really interesting – they advance the GE brand and reinforce its reputation as an innovator.

Uber - It has been a game changer. It's interesting to see what providing a convenient choice can do to a seemingly stagnant industry and service. Fitbit – They are making fitness more personalized and syncing with technology."


We’re continuing day 2 with Karlie and her choice, Jeep!Karlie BW 2 Text

“Jeep is my absolute favorite brand. Not only is there a Jeep for every lifestyle, but Jeep does an amazing job of building them so that the everyday person can repair them.

Most brands make their products so that only they can make repairs, thus bringing in more revenue. Jeep knows their audience is "do-it-yourself-ers" so they've pretty much made their vehicles like a Mr. Potato Head. If you want to add or modify anything, there are already holes and guides built into the stock frame to show you where to put it. They've also taken great care to make products that mold to your everyday life.”


Matt BW 3 TextRounding out Tuesday’s edition of ‪#‎BrandsWeLove‬ is Matt, who picked a trio of his favorite brands – Apple, the Charlotte Hornets and State Traditions!

“Apple - They once again showed the world how powerful the brand can be with the launch of their new products. It always amazes me when a brand has such loyal customers and yet keeps pushing the limits and not resting on their laurels. They could just release similar products with minor upgrades every now and then and go count their cash. Instead, they try and change the game with each launch, despite the risks.

Charlotte Hornets - The Charlotte Hornets brand is one of the most powerful and well-respected in the Charlotte area. Their return in 2014 saw are resurgence in passion for the NBA in the city, and also gave residents another sense of hometown pride.

State Traditions - This is a brand that not only has great products and one that inspires great brand loyalty from its customers, but it realizes the value of small business and helping them grow. Their website recently opened the "ST Market" where they feature local artists and businesses right next to the State Traditions products. They know how their consumers value well-made products and will be happy to support smaller businesses when they can see the potential and the quality produced.”


Day 3 of #BrandsWeLove week starts appropriately with Ben and a company that has helped many people get their day off to a good start, Rush Coffee!Ben BW 2 Text

“Because they have such an awesome environment for coffee, work and conversation. They also have an epically beneficial phone app and their coffee is money.”


Cathleen BW 1 TextCathleen is our next brand fanatic for day 3, with her ‪#‎BrandsWeLove‬ selection – Trader Joe's!

“Every time I go into the store, the staff is so friendly. They talk to me personally and are genuine. The products are always on point as promised, the store is always neat and organized and the environment is consistent.”


A very special final post for day 3 of ‪#‎BrandsWeLove‬ week, RJ chose brands that are very close to his heart and the heart of Addison Whitney -Blushing RJ BW 2 TextHair and Makeup StylingThe Crafted Pop, and Trees & Ink Printique!

"The brands I loved this year are our own little brands - I love small business. They are so exciting. I'm excited for the brands created by Addison Whitney team members and family members.”


It’s Day 4 of #BrandsWeLove week, and Jennifer’s classic brand she Jennifer BW 1 Textloves, American Girl, is starting the day!

“I WISH American Girl had been around when I was growing up – I wouldn’t have to live vicariously through my daughter!

From its beginnings, the American Girl has sought to bring historical awareness and now 21st century issues into homes through its dolls. American Girl celebrates girls – their individual personalities, their strengths and weaknesses, overcoming trials.Each doll offers an opportunity for girls (and parents!) to be immersed in not only the doll’s story, but an opportunity to learn more about themselves and the world happening around them. The brand delivers consistently – at every touch point you can see their mission coming to life.”


Kaitlin 1 BW TextKaitlin continues day 4 rocking and rolling with her two ‪#‎BrandsWeLove‬ picks, Spotify and Hilliard Studio Method (HSM)!

“Spotify: Although this music streaming service has been around since 2008, I believe it became most popular this year! I heard a lot of friends and coworkers talking about Spotify, but never thought to give it a chance. I finally made the move and downloaded it in August of this year. I was blown away with how many old songs and artists it featured. I went from listening to the “Free” application to subscribing and paying per month for unlimited searches, playlists and “skips.” I have been so satisfied with Spotify and would certainly agree that it is one of the most popular music streaming services to date. I am extremely thankful for Spotify these days –I get to listen to ENDLESS Christmas music all day long!

HSM: I had a few friends rant and rave about HSM in 2013, but it wasn’t until I was preparing for my May 2014 wedding that I decided to start. I went into my first class in January of 2014 a little unsure and left feeling exhausted and totally excited! I had finally found a total-body workout that pushed me to my extreme limit. I continued to become an HSM-obsessed client and was going to class at least 6 times a week! I looked the best I ever had at my wedding and have continued to maintain my obsession with this studio and plan to do so forever!”


Rachel is up next with some great choices to add to the ‪#‎BrandsWeLove‬ library! The brands she loved in 2014 are HondaBed Bath & Beyond,Trader Joe's & Cheerios!

Rachel BW 1 Text“Honda: I bought my first car this summer and not only did I walk away with a great price (they had great deals for recent grads), I still get occasional calls from the guy who sold it to me, asking how everything's working!

Bed, Bath & Beyond: While some other stores failed to stock even a single pack of Chanukah candles, I found a beautiful selection at BB&B, as well as a few other items I didn't even know I needed! The service was also very friendly and on top of their game at a very busy shopping period.

Trader Joe's: I just recently re-discovered Trader Joe's after a long period of living too far from one to shop there. They have such great, healthy food selections at very competitive prices. I'm falling in love all over again!

Cheerios: Cheerios rocked it this year with heart-warming, socially progressive commercials featuring low-income parents working multiple jobs, multi-racial families, gay couples, and people with disabilities. Though the ads are ultimately selling cereal, they are also offering a more real and diverse picture of American life than is typically seen on screen.”


Lily BW 1 Text The TGIF edition of ‪#‎BrandsWeLove‬ kicks off with Lily and a great choice for her favorite brand, Target!

“They offered me free shipping during the holidays and sent me a replacement product immediately when they had packaged the wrong one!”


Chris 1 BW TextLast, but definitely not least, is Chris, who closes out ‪#‎BrandsWeLove‬ by choosing Starbucks for his favorite brand, which we think many people would agree with!

“Starbucks is quietly about so much more than coffee. While they sell what we use for energy, they fuel so much more. As "the third place" they are not home nor work but feel just as comfortable.

It has been clear they want to stay that way as any negative experience I've had has quickly been turned into a positive one by their staff. Their mobile app is one of the few that I use often as well.”


Follow us on Twitter @AddisonWhitney or join the conversation on Facebook and Google+


3 Brands Poised for Success in 2015

Every brand wants to go into a new year with momentum, knowing their  brand has the strength to make it the best year possible, but some have a brand strategy that is better suited to succeed than others.

Here are three brands who, through their actions in 2014 and the potential they show as the new year approaches, we feel have best set themselves up to be some the best in 2015:

  1. Fuhu

This brand out of El Segundo, California that makes Nabi, a line of children’s tablets, has experienced an astounding 158,957 percent three-year growth, topping out at over $195 million in revenue in 2013. It led the company to the top fuhu_416x416spot on the Inc. 5000 list of fastest-growing private companies in the United States for the second year in a row, a feat only achieved once before, in addition to being named America’s Most Promising Company for the year by Forbes.

But what has allowed for such incredible growth and what sets it up for continued success in 2015 is Fuhu’s ability to take a very niche market and expand its offerings to cover all of the potential consumer and market areas. For instance, they offer branded accessories such as sports logo decals and Nabi-brand chargers, along with a partnership to sell special-edition versions of their tablets with brands such as Disney and Nickelodeon.

Whenever a brand can break out of a single-product offering they are more likely to sustain long-term success. When those additional products all tie in to the original and contribute to strengthening the overall brand strategy, well that’s just an added bonus that Fuhu has earned.

  1. Anytime Fitness

Franchises are the next wave of brand growth, with brands seeing this avenue as the best way to expand their reach. And no company has embraced franchising better than Anytime Fitness, which earned the top spot on Entrepreneur Magazine’s Franchise 500 list in 2014.

AnytimeFitnessLogoNot only do their locations have sound business footing, they have capitalized on the nation’s thirst for healthy options and promoting a healthy lifestyle. Additionally, their concept of 24/7/365 availability works into the daily life of the person who wants to stay healthy, but needs the flexibility to do it on their own schedule.

They have over 2,500 locations and sport over 1.9 million members, with goals to open 1,500-plus units in the next five years. This growth, along with the strong brand loyalty shown by its members (more than 1,400 have tattooed the company’s logo on themselves to represent a personal accomplishment), point to another outstanding year for the folks at Anytime Fitness.

  1. Amazon

Amazon is proof that the most successful companies never stop evolving. Already the largest internet-based company in the United States with over $74 billion in revenue for 2013, but they are not willing to sit back and let the brand coast in the coming years.

a.com_logo_RGB (1)They too know the benefit of branching out with your brand, with original products, hotel booking site, streaming video services, food delivery services, and more all on deck for potential 2015 launches. They have also entered into the media creation realm, with at least seven new shows set to debut in 2015, go along with the already-successful Kindle, Amazon Prime and recent acquisition of Zappos.

This touches on another branding best practice – Amazon can look to expand its product offering because it is the best at what it was originally created to do. People around the world know Amazon’s brand for its outstanding success in the past, and therefore the brand equity is there already to test the waters, knowing that anything with the Amazon name on it has a built-in brand ambassador network.

Sources:


AW Rewind: The Addison Whitney Week in Review - 12.6.14

AW Rewind:

The Addison Whitney Week in Review - 12.6.14

brand_salsa_logo_rgbWelcome to the first December edition of "AW in Review", our weekly roundup of our latest brandsalsa and Addison Whitney news and posts!

Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – TwitterFacebookLinkedIn and Google+


Beat the Rush: 5 Ways to Prepare Your Brand for Black Friday

The companies with the most success preparing themselves for Black Friday shopping are the ones who know how to walk the line between not enough and too much. From outrageous discounts to new advancements in technology Black-Friday-Linethat benefit those in the stores, these brands know how to make their mark on the day. This may be a tall task for many companies who have not entered into the fray for Black Friday previously, but there are five ways you can craft your brand marketing strategy to set yourself up for success. Read more...


#WisdomWednesday

"Many of life’s failures are people who did not realize how close they were to success when they gave up." -Thomas Edison


Flashback Friday: The Secret Ingredient to Naming a Blog

Secret-Recipes-300x300To some, naming your blog may not be the most exciting aspect. However, the name of your blog drives traffic to your site, gives readers an idea of what your site is about, and most importantly, makes your site memorable so readers will come back! So in fact, a name could be one of the most important aspects. To earn a coveted spot in most users’ bookmark list, your blog name must be either descriptive or memorable (and hopefully both!). Alliteration, word play, and literal meanings can all be employed to create a namethat is uniquely yours. Read more...  


Case Study Wednesday: Procter & Gamble

Case Study Wednesday:

Procter & Gamble

As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories.

That's why we've launched "Case Study Wednesday", where we highlight one of our amazing clients and the work we have done with them. To learn more about our work, click here.

This week, we are featuring our work with Procter & Gamble:

Addison Whitney has been a naming and strategy resource for Procter & Gamble (P&G) for more than 15 years, and we've built a strong relationship with multiple divisions within the organization.Procter & Gamble Logo

We have worked on for a number of P&G's most iconic brands, and here's a snapshot of a few of the brands we've created.

Deep Sweep

Oral-B, owned by P&G, developed a product that brought new technology to the power brushing category. The primary objective of its new technology was to significantly broaden the appeal of power brushing among current manual brush users. Oral-B sought a naming strategy for this new technology that was intuitive and ownable.

Using information discussed in a creative strategy workshop, we developed the name Deep Sweep. The new name captured what deep cleaning users would get from the new product and spoke not only to the benefit, but also to the method of the action as well.

UnderJams

For older children, bedwetting can be an emotional and uncomfortable situation, which is why P&G developed a new line of absorbent disposable underwear for children aged 5 to 12 years. The new product looks UnderJamsand fits like ordinary underwear, but provides the protection a child might need at home or during a sleepover. It was very important that the new product's name communicate discretion so that children would feel included and normal.

The name UnderJams was developed to convey both function and inclusion. "Under" suggests discretion and is descriptive of the underwear-like fit. "Jams" sounds exciting and captures the personality of the target audience.

Teams Involved:

Verbal Branding

Follow us on Twitter @AddisonWhitney or join the conversation on Facebook and Google+


AW Rewind: The Addison Whitney Week in Review - 11.29.14

AW Rewind:

The Addison Whitney Week in Review - 11.29.14

Welcome to a special Thanksgiving-week edition of "AW in Review", our weekly roundup of our latest brandsalsa and Addison Whitney news and posts!

Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – TwitterFacebookLinkedIn and Google+


Beat the Rush: 5 Ways to Prepare Your Brand for Black Friday

The companies with the most success preparing themselves for Black Friday shopping are the ones who know how to walk the line between not enough and too much. From outrageous discounts to new advancements in technology Black-Friday-Linethat benefit those in the stores, these brands know how to make their mark on the day. This may be a tall task for many companies who have not entered into the fray for Black Friday previously, but there are five ways you can craft your brand marketing strategy to set yourself up for success. Read more...


#WisdomWednesday

"Many of life’s failures are people who did not realize how close they were to success when they gave up." -Thomas Edison


Flashback Friday: The Secret Ingredient to Naming a Blog

Secret-Recipes-300x300To some, naming your blog may not be the most exciting aspect. However, the name of your blog drives traffic to your site, gives readers an idea of what your site is about, and most importantly, makes your site memorable so readers will come back! So in fact, a name could be one of the most important aspects. To earn a coveted spot in most users’ bookmark list, your blog name must be either descriptive or memorable (and hopefully both!). Alliteration, word play, and literal meanings can all be employed to create a namethat is uniquely yours. Read more...  


Beat the Rush: 5 Ways to Prepare Your Brand for Black Friday

Black Friday has become the most well-known mass shopping day of the year. In addition to the notoriety, the numbers back up the hype: in 2013, consumers spent a whopping $12.3 billion during Black Friday, up 2.3% from 2012. This “holiday” for consumers is filled with brands advertising and looking to grab a piece of their attention. The noise is so loud in the marketing space that it’s easy to get lost, or on the flip side, try so hard to stand out that you negatively impact your brand.

The companies with the most success preparing themselves for Black Friday shopping are the ones who know how to walk the line between not enough and too much. From outrageous discounts to new advancements in technology that benefit those in the stores, these brands know how to make their mark on the day.Black-Friday-Line

This may be a tall task for many companies who have not entered into the fray for Black Friday previously, but there are five ways you can craft your brand marketing strategy to set yourself up for success:

  1. Use the power of your brand. An often underestimated asset for many companies, there are very few places that a brand marketing strategy is better utilized than Black Friday. In the rush of the early morning sales, consumers are very rarely taking the time to research the pros and cons of each product, and therefore the sale decision comes down to two factors: price and brand. Pricing decisions are a different discussion, but the branding strategies can be put into place ahead of time to ensure that your brand is working as hard as it can for you.
  2. Don’t limit “Black Friday” to just one day. The decision to open your store on Thanksgiving should be done on a case-by-case basis, factoring in what is best for you and your employees, and whether it can be justified by the expectation of a great increase in your revenue. But all brands should at least take advantage of Cyber Monday, the newly-formed “Online Black Friday.” Consumers aren’t looking only for the sales that last in the early morning hours on Friday, but have come to expect brands to reward them for shopping the days, and sometimes weeks, following.
  3. Online and mobile are the new drivers of Black Friday shopping. More and more, people are using online sources to either prepare themselves for in-store shopping, or they are avoiding the crowds and doing all of their purchasing online. Don’t miss out on this vital component – your advertising strategy should cover an online component, while some brands find it beneficial to offer online-only discounts and specials to drive traffic to their sites.

    Additionally, make sure your website is in the best shape it can be, especially if you plan to offer online shopping options for your customers. Double-check all portals, links, payment processors, and information to keep the machine running smoothly and eliminate additional hassles if something goes wrong.

  4. Remember to integrate social media strategies into your overall brand preparation.Outside of the potential for additional sales on Cyber Monday, social media is an inexpensive and continuous outlet to inform consumers of what your brand is doing to commemorate Black Friday. This may be a good time to run an audit of your social media accounts, ensuring that everything is in line, including all logos, profile pictures, bio descriptions, manager responsibilities and posting schedules.

    With a rush in consumer shopping also comes a rush of consumer attention to your brand, some for the first time, and as they say, you only get one chance to make a first impression. Make sure yours is perfect in this area of your brand marketing strategy.

  5. Maximize your visual presence. All brands should have a consistent theme overall, and this should carry over into your branding strategies for Black Friday, especially from a visual branding perspective. As previously mentioned the short attention span of today’s consumers is divided even more by the rush of marketing traffic being thrown at them, so a quick visual recognition is the best way to grab and maintain their interest and successfully convey a branding message.

Whether your brand strategies include these five ideas, or if you add more as you plan, one thing that is crucial is the power of preparation. If you want your brand to be successful this Black Friday (and beyond), you can’t be caught off guard. If your brand is properly prepared and set up to succeed, then this year should see you firmly in black after Black Friday.

Sources:
http://www.forbes.com/sites/robertpassikoff/2014/11/06/for-retailers-black-friday-has-become-a-season-unto-itself/
http://blog.hootsuite.com/prepare-your-social-media-strategy-for-black-friday-cyber-monday/
http://www.marketsource.com/blog/2014/06/26/plan-now-win-later-preparing-for-black-friday/

Follow us on Twitter @AddisonWhitney or join the conversation on Facebook and Google+


AW Rewind: The Addison Whitney Week in Review - 11.22.14

AW Rewind:

The Addison Whitney Week in Review - 11.22.14

brand_salsa_logo_rgbWelcome to the first edition of "AW in Review", our weekly roundup of our latest brandsalsa and Addison Whitney news and posts!

Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+


Is Your Brand Prepared To Capitalize On Recent Growth?

Congratulations! For your company, 2014 was a banner year. From revenue and profits to number of employees and offerings, growth was the theme. The company is set up for continued success in 2015 and beyond… if you can continue making the right choices.0_0_0_0_505_413_csupload_49959074 For companies that are coming off of a year in which they experienced their first true taste of success, the following year’s brand strategy actions and decisions can go a long way to determining how far the company can capitalize and continue to grow. One factor in this is understanding the power of your brand. Read more....


carnival-posterCase Study Wednesday: Carnival Cruise Lines

Addison Whitney’s ongoing relationship with Carnival Cruise Lines is a testament to our client-first mentality. We’ve supported the cruise line with projects ranging from bar and restaurant identities to social and recreational brands. These branded experiences can be found on several Carnival ships. Read more...


Flashback Friday: Branding the Hunger GamesHunger Games 1

Harry Potter set the stage… The Twilight franchise built on Warner Bros.’ foundation… And now, it’s The Hunger Games’ time to shine. We’ve touched on movie branding in the past, but as Lionsgate ramps up to the premiere of the latest Hunger Games movie, its branding efforts are, in a word, remarkable. Read more...  


Case Study Wednesday: Carnival Cruise Lines

Case Study Wednesday:

Carnival Cruise Lines

Addison Whitney’s ongoing relationship with Carnival Cruise Lines is a testament to our client-first mentality. We’ve supported the cruise line with projects ranging from bar and restaurant identities to social and recreational brands. These branded experiences can be found on several Carnival ships.

RedFrog Pub and ThirstyFrog Red LagerRedFrog Pub

Our verbal team named a Carnival restaurant RedFrog Pub to evoke a fun, island feel. Our visual team then created logos for both RedFrog Pub and ThirstyFrog Red Lager, the restaurant’s private label beer. To ensure a consistent look and feel throughout the venue, we also designed the restaurant’s menus.

Fun HubFunHub

Not only did we create the exciting name FunHub for Carnival’s exclusive state-of-the-art shipboard intranet portal, we also designed its colorful logo. Both were incorporated into the website, netbook rentals and various other collateral materials.

SportSquare

Our verbal team also created the name SportSquare for the energetic, physical and social area of the ship. Our designers created a bright, vivid logo to bring the name to life and reflect the positive atmosphere of the area. Carnival subsequently asked us to brand the elements within the recreational area, resulting in the name and logo for Sky Course and the logo for Sky Fitness.

Teams Involved:

Visual Branding Verbal Branding

Follow us on Twitter @AddisonWhitney or join the conversation on Facebook and Google+