Jeff Busch Appointed to Minnesota District Export Council Board

JeffBusch_FullSizeSpyglass CEO Jeff Busch was recently appointed by the U.S. Secretary of Commerce to serve on the Minnesota District Export Council. Nice going, Jeff! This is exportant stuff for Minnesota and US commerce globally.

See more of this article at MNPR.





Tags: Jeff Busch
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Burning Man 2014


En fuego, baby! Tickets to The 2014 Burning Man Festival have been secured. We are locked in and beginning preparations for the impending wonderment.  Subscribe to our blog to follow the journey!

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Spyglass Holiday Party 2013

Like a Vine — only longer, better and faster paced! We proudly invite you to enjoy a rowdy video remix from our swanky winter soiree, featuring cameo appearances from a star-studded cast of hundreds. We’re already looking forward to some new thrills for you in 2014. And speaking of 2014, let’s get down to business. Contemplate this: What color is your brand’s aura? Does it have good energy? Does it radiate the right vibe for customers and prospects? When it’s time to send a new kind of message to the customers you covet most, we’ll help you emanate pure, magnetic brand goodness. Think about it. Something hot and savory that will knock the icicles right off your winter brand blahs. Mmmmm! That’s how we do it! Happy New Year!


Tags: Aura, Holiday Party
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Creating a new remedy for an infection that kills up to 20,000 people every year in the US alone


And you thought regular diarrhea was bad. Imagine having it so badly that it kills you. Welcome to the not-so-wonderful world of Clostridium difficile. This gastro-intestinal nightmare results from use of antibiotics and has a death toll that eclipses even HIV. Spyglass client Rebiotix is poised to change that. Their non-antibiotic treatment is > 90% effective, based on preliminary clinical data and features the most convenient patient delivery system developed to date. It has also gained fast track FDA status, so it will likely be offered at hospitals near you sooner than you think.

Poop in the news. It seems like you can’t open a newsfeed without bumping into an article about poop therapy. Rebiotix has taken the once inconvenient process of Fecal Microbiota Transplantation (FMT) to the next level with its microbiota restoration therapy (a more palatable name in medical circles). Doctors now know this treatment is one of the most effective ways yet to restore gut health and save lives. Do a Google search on microbiota therapy (and poop) and you’ll quickly see this is medicine’s newest frontier and possibly the breakthrough doctors have been looking for to solve other chronic conditions as far ranging as Ulcerative Colitis and obesity.

New product or a new category entirely? When Lee Jones and her team of veteran Twin Cities entrepreneurs (Mike Berman, Erwin Kelen, William McGuire) approached us to help them with their naming and branding, we took a hard look at the medical market space they would be selling into. We realized that, given the huge marketplace opportunity, the competition would be hot on their heels. So as a first-of-its-kind treatment delivery system we needed to not only invent a new category, but be able to own it and defend our turf. Prebiotics, probiotics and antibiotics all exist. We thought, “Why not Rebiotics?” This was exciting new territory, so why not own the treatment and be the undisputed category champ? Become the Kleenex (or in this case, White Cloud) of clostridium difficile therapy—one that will save thousands of lives annually. Oh, what a relief it will be to say, “Rebiotix me, doc!” Be the verb for the cure. And that’s precisely where we landed. We couldn’t be more thrilled for Lee and her team. Clearly, there are big things ahead for Rebiotix.

Visit for more info.

Tags: Brand FastForward, Branding, New Category, Rebiotix
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2013 Aura Holiday Party Photos


The Aura holiday party photos are here! Check them out on Facebook.

Our 2013 shindig kept the tradition on a fevered pace and the good times rolling. Way to go, all you beautiful people.

Viva la 2014! Happy holidays to all. We look forward to working with you in the New Year.

Back slaps and high fives
— Your friends at Spyglass

Tags: Aura, Holiday Party
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Building Blocks: Loring Corners


Photo credit: Bill Klotz

We are super proud of our office space! Finance and Commerce just did a feature on Loring Corners that highlights the unique office space at Spyglass Headquarters. Check out the article and photo slideshow.

Tags: Loring Corners, Loring Park, Spyglass Headquarters
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Forgiveness is better for you than you think.


Have you ever felt like revenge was eating you up inside? Most people have. It’s no wonder. Movies and TV shows are obsessed with it. Learning to forgive is an acquired skill for most. See why it’s good for your soul—and your everyday life. Join Dean Seal and Spirit in the House for a unique interactive event featuring a range of performances, including Krista Tippet of MPR fame and an all-star cast of storytellers from around the world.

Dean is a renowned thought leader on the topic of forgiveness and a Spyglass pro bono client. We believe in the power of forgiveness and the difference it can make on a personal, local, national and international level. Join the conversation at

Learn more about Forgiveness 360 in the recent Star Tribune feature.

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Announcing “AURA” Our 2013 Holiday Party Theme

Aura, everyone’s got one. A field of luminous radiation. Life energy. Style. Presence. Grivatas. Swagger. It comes in colors. No matter what color yours is, we’ll be recharging it and getting our spirits all aglow at the 13th annual Spyglass Holiday Party.

Just to get you all goosed up here’s last year’s highlight reel.


View last year’s video

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Global expansion expert selects Spyglass to help move its business to the next level


Spyglass Brand Marketing announced that Global Resource Associates (GRA) has selected the agency to help them prepare for growth in the online marketplace. St. Paul-based GRA provides FasTrack™ Global Expansion Business System technology to its customers, enabling companies around the world to capitalize on global expansion opportunities and accelerate their success in world markets. GRA is extending and converting its FasTrack™ system to a SaaS-based online tool.

“According to the Minnesota Department of Employment and Economic Development, exports to foreign countries account for more than $31 billion in revenue annually and tens of thousands of jobs in Minnesota,” said Molly Rice, president and founding partner of Spyglass. “The extension of the FasTrack™ Global Expansion Business System technology can help both local and international companies continue to expand in the global market. We are thrilled to be taking Global Resource Associates through our Brand FastForward™ process that will help them solidify their leadership position in the export marketplace.”

Through the Brand FastForward™ process, Spyglass will develop GRA’s brand story in anticipation of additional investment, including strategies for eventual growth into new and existing markets.

“We chose Spyglass Brand Marketing because their team has done this before with proven results, and they truly understand our need for goal-driven strategies and fast turnaround,” said Sandra L. Renner, president of GRA. “We’ve created an export process that has a proven, systematic approach to global expansion, and we’re confident that Spyglass will help us achieve our growth and expansion goals with current and future clients.”

Read entire article on MNPR Blog.

Tags: Brand FastForward, Branding, GRA
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Spyglass Hires Laura Krinke as Account Executive

Laura Headshot

Laura Krinke has been named account executive at Minneapolis agency Spyglass Brand Marketing. Krinke will focus on client services and public relations.

Prior to joining Spyglass, Krinke worked as an account executive for a public relations firm in Milwaukee, Wis., serving a variety of industries including agriculture, education, banking/finance and consumer products. During her time in Milwaukee, Krinke received industry awards for her work with a national restaurant chain and a Wisconsin tourist attraction.

“Laura brings a diverse skillset to her new role, and we’re thrilled to welcome her to our company,” said Molly Rice, president of Spyglass. “She will be a great addition to our team and will help further fuel our clients’ success.”

Krinke joins a team led by founding partners Molly Rice and Andy Slothower as well as CEO Jeff Busch. Since its founding in 2001, Spyglass has continued on a rapid growth track and has served more than 150 companies in the retail, commercial, technology, health care, medical and financial services markets.

Krinke, who has a degree in communication studies from the University of Iowa, recently served as a board member for the Southeastern Wisconsin chapter of Public Relations Society of America and an advisor for the University of Wisconsin-Milwaukee chapter of Public Relations Student Society of America.


Founded in 2001, Minneapolis‐based Spyglass provides brand-consulting and marketing services for companies nationwide that want to redefine, reposition or relaunch themselves in the marketplace. The agency’s acclaimed Brand FastForward ™ method allows it to assess, develop and deliver a brand strategy that includes a full complement of brand-building tools quickly and effectively. For more information, visit

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