Introducing...Torque's New Identity

Torque has finally sat back long enough to reconsider its own "shoes" for going to market. The result- a whole new look and sense of purpose.

This Old House and Extreme Makeover are doing it. Why can’t we? Actually, our identity is a reflection of real change in action. Our bold new logo just happens to be the most visible piece, the cherry atop the sweet cake we’ve been baking for some time now. Torque has been in business over 15 years, through dot-com busts, recessions, technology update after technology update, and major agency world re-orgs. It’s been eventful, and we’ve learned far more than we can ever share. We’ve gotten bolder and more focused on what we want in our relationships and what we want with the work we’re doing. We are clearly in the business of moving brands, people and sales. To be better movers (and business shakers) we’ve added strategic marketing power to our staff. To make our home more dynamic for all the war room and brainstorm sessions, we’ve remodeled our space. To stay current and interactive, we’ve launched a blog. To ride the virtual wave, we’ve immersed ourselves in online strategy, development partners and technology updates. It's all about forward momentum.

The list of changes goes on and on, but what we want to acknowledge most is the change in our view of the future. Now more than ever, the business world needs creative thinking that builds relationships. We understand that creativity is not just a clever headline or image, but a fresh insight into how to capture someone’s imagination and win a heart. It’s about building intrigue and then trust. The general public is increasingly more skeptical of marketing messages, and it’s our job and the application of our talent that will help woo them back. It’s a great job, building rapport and getting people excited. We’re certainly excited. Won’t you join us in generating change?

Jim Beam food products land on retailer’s shelves with a new, systematic look and a fresh take on their packaging.

Making a spirits brand appropriate for every day consumption is no simple task? This was the challenge brought to us by Jim Beam, the 230+ year-old bourbon maker. Torque was brought on to help Vita Foods and Jim Beam systematize, streamline and appropriately update their packaging for a line of barbeque sauces, marinades, and spice rubs. We were given the task of translating the iconic Jim Beam bottle and its visual assets to food bottle labels and a branding standards system. The product line is being launched this fall and Torque has been engaged to nationally promote the bottles and the joy they bring to outdoor cooking.

Torque brands an up and coming Chicago property developer with a flair for service and style.

Irongate is an up and coming Chicago developer with a focused interest in giving new home owners what they really want – good design and good service. Their focus has been distinct architectural design and an astute sense for customer relations, even to the point of hiring a dedicated customer advocate. Torque was brought on to brand Irongate, develop collateral, a web presence and marketing materials for its various properties. The identity is a blend of their classic appeal and modern thinking. Our marketing and creative role has also extended to the launch of Irongate’s individual properties. Currently we’re helping them brand and promote a Chicago condo development (33sixchicago.com) and have helped them go to market in distinct ways that win attention and compete with the bigger players in the real estate arena. Watch the video to see some of 33Six's exciting branding materials:

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Chicago’s renowned beer company launches a new beer, a new look, a new toast to the fall season

Goose Island has been long known for its seasonal line of beers that punctuate the year and please Goose fans all over. Upon closer look, Goose has noted that a broader market consumes these more thematic beers, especially at retail. Intent of bringing great beer to a broader public and to celebrate the rich fall season, football, and the return of crisp weather, Goose has launched Harvest Ale. Harvest Ale is a clear amber with a dry malty flavor matched with assertive hops. Torque has been instrumental in the launch, contributing to the naming, package design and on-premise promotions for the beer. The classic, deco influenced look of the graphics and earthy warm tones of the design speak of a rich heritage and deep flavor. Goose anticipates that the beer will be accepted with open arms. Cheers and come by our offices for a pint.

Sell your Big Idea — get clients involved in developing the exact solution for their needs.

In business, complex or expensive products and services are often obscured in the sales process for lack of a clear BIG IDEA. This can be an insurmountable deal killer. That’s because persuasion starts and ends with a clear big idea. It’s true whether you’re convincing your spouse on vacation destinations or leading your client’s purchasing committee to select a vendor on a seven-figure deal.

We’ve developed the following methodology to successfully develop and present successful solutions. But before I start, here are some ground rules form greatest effectiveness:

• There is no inherent solution. Solutions only exist in the context of a problem to solve or results to achieve. This may feel disquieting. After all, in business we are constantly offering ‘solutions’. To illustrate, you may convince me that Alberto VO5 is the most incredible shampoo. But if I’m bald, it’s not a solution that fits my needs.
• Work with Integrity. Your intention in sales or persuasive negotiation is felt more than heard. In addition, uncovering the truth is the best way to find the issues that matter most to your client.
• Find out early if there is no means or interest in your offering. Be prepared to walk away from bad-fit discussions, and spend your time productively on other clients. The worst no-deal is the one you’ve spent lots of time and effort on before losing it. As they say: you’re not ready to talk unless you’re ready to walk.
• Don’t guess about what’s going on for your client—seek to understand. So often, after only gathering a few cursory facts, we take big risks by running with our assumptions about what the client needs.

I hope by now it’s clear that we’re talking coming around to the client’s perspective in order to present a solution they perceive as valuable, which of course also has the best chance to create value for you, too.

Here are the keys to finding the right solution, and to develop it into the BIG IDEA.
Step back from the solution. Avoid running with the product you want to sell and all its features. It’s tempting for both you and the client to do this, because it avoids the more difficult work of uncovering the true, underlying needs.

Instead, identify all the issues behind why they might want your solution. Business issues are either challenges or envisioned results. Go for a complete list, by asking for what other pain they are trying to reduce or goals they are trying to reach.

Develop each issue in detail by asking about how they know the problem is there or what the goal will allow them to achieve.

Look for quantitative impact—what are things now, how are they measured, what would they like it to be, and what’s that worth to them. Convert the benefit into dollars where possible, or strong statements of qualitative improvement.

Probe for whom else will be affected by your solution, and how the decision to implement the solution will be made.

During the process, you will be helping the client see their own issues in clear terms. If done well, your process will feel natural and create an aura of confidence. This is your path of mutual discovery, providing both of you a much deeper understanding of their needs. And the dialog involves them in the process.

Create impact — focus your solution and give it a headline. With this level of insight, you can propose a clear solution that really fits their needs, with a high chance of achieving a successful outcome for both of you.