Patriot Bank EVP and COO Susan Neilson wins New York’s SmartCEO Brava Award

News_Susan-Brava_NewFullAs Patriot’s brand marketing agency, we were thrilled to attend the New York SmartCEO Brava Awards and see Susan recognized for her remarkable talent, compassion and creativity. She has been vital to Patriot’s surge in growth, their renewed commitment to community and for leading the way when it comes to “showing by doing”. Congratulations Susan! You are among the brightest and most caring business leaders we have had the pleasure of working alongside. Go Patriot!

Read more about Susan’s remarkable success

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Two new ways to quickly solve your company’s 21st century skills gap

Capellae_newsletter_June_2016_ACapella Learning Solutions (CLS), a division of Capella Education Company, is a leader in online education and has two new ways to tackle the growing 21st-century skills gap. Spyglass collaborated with CLS on naming, branding, messaging and strategy for two groundbreaking programs. The first is called RightSkillSM, created in collaboration with CareerBuilder. With millions of job seekers in the CareerBuilder database and Capella Learning Solutions’ deep expertise in online learning and assessment, RightSkill is designed to build skills for in-demand careers and place candidates who perform better, stay longer and cost less to hire and train. RightSkill’s recruitment team screens job seekers for their attitude and aptitude. Job seekers are then enrolled in a robust online interactive learning experience designed to build and verify their job ready skills. After completing the course and passing a comprehensive assessment, individuals become RightSkill candidates who are job ready for in-demand roles. And best of all, RightSkill comes with a program guarantee for both the job seeker and the employer.

The other initiative CLS launched is called InsightPath. InsightPath was developed by Capella Learning Solutions in collaboration with the International Institute for Analytics. Companies of all sizes are struggling in today’s data-driven world to connect their analytics to action. InsightPath is not another analytics technology training solution, but instead teaches business teams how to think strategically and tactically to make data-driven decisions. Through an interactive online course, professionals are taught the InsightPath Framework. They learn how to frame opportunities in order to use relevant data and then how to tell powerful insight-driven stories that compel action. The approach is structured, repeatable and addresses a company’s business-specific goals from day one—all while teaching teams to speak the same language, quickly identify shared goals and the immediate steps for how to achieve them. It’s smart thinking all around and just what today’s businesses need to sustain success.

Visit, or to learn more.

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Event recap: The Spyglass June AMA presentation was a smashing success

ama_newsIn collaboration with the MN American Marketing Association (AMA), Spyglass had the opportunity to present on the topic of the B2B branding process. The summer rain came down in torrents outside. But inside the craft beer was flowing along with a deluge of B2B branding insights from our own Molly Rice, Andy Slothower and Jim Weiler, VP of Walman, who kindly added an important client perspective. Thanks again, Jim! And thank you to everyone who attended the June 22nd event at 612Brew. It was a full house—and everybody had a ball. Keeping your brand in motion is what it’s all about!

Check out some photos from the event

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Good golly, Miss Molly: Spyglass CEO Molly Rice named regional semi-finalist for EY Entrepreneur Of The Year® Award

Molly_News2For more than 25 years the EY Entrepreneur Of The Year® Awards have honored entrepreneurial excellence in business recognizing outstanding entrepreneurs for their vision, innovation, courage, and leadership in building and growing successful businesses that influence local communities and global markets. This year, our own Molly Rice is among the nominees who have made the first cut. After 15 years of leading her own successful business and consistently helping hundreds of entrepreneurial and start-up brands find success, it seems only fitting that she is recognized as being one of the best in the business.

Congratulations, Molly! See what EY is all about (and wish her luck).

Tags: Awards, Entrepreneur of the Year, Entrepreneurship, Molly Rice
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Paying it forward: Spyglass pro bono tops the $1M mark


We are fortunate that there are so many visionary nonprofit organizations— around the world and right around the corner. For over 15 years, Spyglass has had the distinct pleasure of helping many organizations that are near and dear to us. Promoting community and the arts has always been a focus, and we’ve also tried our best to be advocates of social justice and education. There’s much more to do, and we remain committed to helping these nonprofits generate awareness, grow and connect.

Learn more about the organizations we’ve had the pleasure to work with

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What a community bank should be: Spyglass helps Patriot shine


Patriot is a community bank with 10 branches in Connecticut and New York. Their mission is to be everything a community bank should be, every day and in every way. Over the last 18 months they have put the people, processes, technology and products in place to help their customers grow, connect and maximize their financial opportunities. Spyglass worked with the leadership team on a top-to-bottom brand refresh and go-to-market strategy, including a new logo, positioning, website and digital signage, new branch design and customer experience, employee training and community sponsorships. It has been a highly rewarding partnership – and the results are already speaking for themselves.

See the work

Read about Patriot’s results

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The power of positivity: Spyglass helps JSRDF develop new identity and website


The Joubert Syndrome & Related Disorders Foundation is a fantastic organization, blessed with great people, and a whole lot of love. They’re just what the doctor ordered for families and loved ones dealing with the challenges of Joubert Syndrome. Since 1992, the organization (all volunteers) has been helping families around the world, raising money, supporting research, improving awareness and leading the charge to better understand the syndrome and its associated disorders. Spyglass recently had the privilege of working with the JSRDF Board to develop and launch their new identity and website designed to expand their reach and connect an international network of families, doctors and specialists.

Learn more about JSRDF (and consider buying a t-shirt or making a donation)

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Spyglass Receives Prestigious 2015 MarCom Platinum and Gold Awards

MINNEAPOLIS, Minn. (Nov. 16, 2015) – Spyglass, a global brand strategy and marketing agency, announced they have won two prestigious MarCom Awards for their work with Jostens and Walman. Spyglass won a Gold award for their work on the Jostens Mobile Suite Product Launch, and a Platinum award for the recent Walman rebrand.

“The MarCom Awards are significant because the field of international entries is always substantial and represents outstanding work from an impressive list of marketers and global brands,” said Spyglass president and CEO, Molly Rice. “It means a lot to us, but also to our clients, because it’s proof that the work we’ve done on their behalf is among the best when it comes to connecting them to their target customer and creating ROI for their marketing spend.”

Jostens is America’s leading provider of yearbooks, class rings and graduation products as well as other programs and services that help students and their families celebrate and capture important moments in life. The Jostens mobile suite launch provided an opportunity for Jostens to rethink their complete mobile strategy. Spyglass showed them how SchoolWay and ReplayIt could fit into a broader mobile platform that would put Jostens at the forefront of innovation, reassert their position as a leader in the education space and bring other apps into the conversation. Today, they are using the new brand and strategy to onboard hundreds of new schools and thousands of parents and students.

Jostens has seen a 50 percent boost in usage of SchoolWay across the board from schools, parents and students since it launched in July 2014, and ReplayIt has experienced similar gains in usage.

“Spyglass helped us look at the big picture,” said Gloria Garcia, Jostens Director of Mobile Channels. “They understand the mobile landscape and how to attract new users. They not only helped us rename, rebrand and re-launch our apps, they showed us what to do over the course of the next two years to keep the momentum going.”

Walman Optical was founded in 1915 and has grown substantially through acquisitions over the last several years. Today, they are the largest independent ophthalmic company in the U.S. and one of America’s great employee-owned companies—yet too many customers and prospects had no idea of their expertise because Walman operated under many brand names and divisions with no messaging or branding associating them to one other. It was a confusing situation and made it difficult for Walman to better serve customers across divisions. Walman Optical hired Spyglass to align their brands and give renewed focus to their vision to be the most trusted partner in the eye care industry.

Spyglass created the new master Walman brand as well as all of the sub-brands that live under and within the Walman family of businesses. They also created The Walman Advantage, a platform that properly positions and delivers the proof points that support the company’s position as an industry leader with several strong and integrated businesses guided by core values.

“After stakeholder interviews and other competitive research, we realized that the external perception was that the name ‘Walman Optical’ was only associated with their lab and lens business, versus all the national businesses owned by Walman Optical, including contacts, instruments, the buying group, frames and coatings,” said Rice. “We saw the rebrand as a huge opportunity for Walman to cross sell their outstanding services to current and prospective customers and a way to rally their internal team in time for the Walman 100th anniversary. They have a great story to tell. We aligned it and brought it to life.”

Walman CEO Marty Bassett summed up the award-winning branding experience nicely, “Through a highly-engaging and collaborative process, Spyglass helped Walman reimagine our brand and align our vision, mission and strategies.”

The MarCom Awards recognize outstanding work in marketing communications from around the world. Thousands of entries are received each year for this international competition and come from corporate marketing and communication departments, advertising agencies, PR firms, design firms and production companies. For more information, visit

Founded in 2001, Minneapolis-based Spyglass provides brand-consulting and marketing services for companies that want to redefine, reposition or re-launch themselves in the marketplace. The agency’s acclaimed Brand FastForward™ process delivers a brand strategy and a full complement of marketing and sales tools for a fixed price and delivered in weeks versus months so clients can get to market and achieve results faster. For more information, visit

Tags: Awards, Brand Refresh, Product Launch
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Cool look, amazing insights: Carlson Wagonlit Travel rolls out new advanced global analytics tool created with the help of Spyglass


Today, putting data to good use is now mission critical for companies of all sizes. The bigger a company’s global footprint, the more important it gets. With CWT AnalytIQs, CWT has bridged the gap between data and action. It’s the only tool of its kind in the travel industry that effectively turns seas of data into tangible recommendations, accurate long-term projections and bottom line results. Now, CWT program managers and CWT travel clients can benefit instantly from a real-time view of their entire travel universe to improve performance, lower costs and boost traveler satisfaction. We had the good fortune to work with CWT to ensure the best possible user experience, from both a design and analytics standpoint. It was an amazing journey that included months of development and collaboration with a great group of people at CWT—and we couldn’t be more proud of the outcome. We are really looking forward to the results. This is exciting stuff.

Take a look

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Medical manufacturing master, rms, launches new website developed by Spyglass.


In 2012, Spyglass helped Cretex Companies, a 100-year old, family-owned business rebrand their organization with a distinctive, Fortune 500 look and tone that clearly aligned their new Cretex Medical division. Today, Cretex Medical includes the rms, rms Surgical, Meier, JunoPacific and Spectralytics brands. The new rms website is the latest in our effort to link the entire Cretex family with the master brand, and showcases rms’ renowned design engineering acumen and their sizable investment in the most advanced technology available. Rich Riddle, rms Director of Sales summarizes it nicely, “Spyglass worked with us to ensure the new site is the resource we envisioned. Now, we have a more effective way to attract medical OEM execs, engineers and purchasing and quality representatives who are searching for our particular advanced skill set, whether it’s complex orthopedic implants or cardiovascular and neurological stimulation devices and drug delivery systems.” Thanks Rich. We’re looking forward to the results!

Check out the new site


Before: Cretex Companies Corporate and rmswebsites



Updated rms website


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