Reset Branding + Design


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March 27th, 2015
Part-time Design Teacher John Miziolek Featured by Humber College

John Miziolek, designer at Reset Branding, and part-time teacher at Humber College was recently featured by the school. John was featured for his teaching methods, accolades and experience in the branding and design industry. John has been teaching design for 5 years and is consistently ranked amongst the top instructors in the design programs at Humber College.

To learn more about John please visit his personal website:

John is also the host of Design Masters Canada, a national podcast dedicated to elevating the practice of design as a strategic business tool. You can learn more about DMC by visiting:

Or follow John on Twitter:

March 14th, 2015
John Miziolek Talks with Alberta Venture Magazine

John Miziolek, designer at Reset Branding, was recently featured in Alberta Venture Magazine. AVM is the top resource for business professionals looking for the most relevant content in all aspects of business. John contributed to an article about branding and design and the challenges faced by companies who believe their logo is a brand.

In the article John talks about the mistakes that some small and mid-size companies make regarding their branding and marketing efforts. “A brand must communicate on 2 levels”, John says, “the emotional and the rational. It is the difference between “I need soap” and “I need THAT soap”.” If your brand is not connecting with your core audience on an emotional level they will have no reason to come back to it. This is critical in understanding how to position your brand in the most powerful way.

With over 20 years of experience, John is a branding and design expert and leads the strategic development at Reset Branding, a strategic branding and design firm located near Toronto. Also, John is the host of Design Masters Canada, a fun podcast that features the top branding, marketing and advertising talent from across North America.

You can read the Alberta Venture article here.

February 3rd, 2015
The D Event 2015 in Naples Florida

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John Miziolek from Reset Branding has just returned from Florida after another successful D Event. John co-founded the D Event 7 years ago with a mission to elevate the practice of design.

The estimated revenue of the companies that attended this year’s D Event exceeds $370 billion.

Now in its 7th year, D is the one event that spotlights design as a strategic business tool. It’s the one event where the setting is completely free of suppliers, so the only focus is sharing and connecting with other senior-level corporate design and business leaders. And it’s the one event where attendees help shape the agenda—by letting us know your most important issues and challenges before we meet.

The D Event isn’t for just anyone. This exclusive roundtable summit was created specifically for visionary, consumer-facing brand owners and retailers.

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November 14th, 2014
John Miziolek Joins Entrepreneurs International Foundation To Contribute $10K To Global Learning XPRIZE
Branding Company

Entrepreneurs International Foundation and John Miziolek donate to Global Learning XPRIZE as a “Village Sponsor”, helping to bring literacy to an entire village of children. 

Oakville, ON Canada – November 10, 2014 Due to the generosity of Entrepreneurs International Foundation, CelebrityPress® Publishing, and a group of authors including John Miziolek, co-author of the book, Breaking Through, the foundation was proud to contribute as a “Village Sponsor” to the Global Learning XPRIZE Initiative. These authors collectively raised and donated $10,000 to the cause, sponsoring a village to help provide solar generators, equipment, transport, materials, and infrastructure to real kids in real villages.

The Global Learning XPRIZE is a $15 million global competition to empower children to take control of their own learning. The Global Learning XPRIZE challenges teams from around the world to develop open source and scalable software that will enable children in developing countries to teach themselves basic reading, writing and arithmetic, empowering them to take control of their own learning and ultimately their future. Their goal is an empowered generation that will positively impact their communities, countries and the world.

“I’m really excited and proud to have contributed to such a great organization and even happier to see the money used for things that have helped a critical cause”, remarked John Miziolek, co-author of Breaking Through.

Learn more about the Global Learning XPRIZE at

June 24th, 2014
Canadian Graphic Designer John Miziolek hits Amazon Best-Seller List with New Business Book – “Breaking Through” with insights on branding

Canadian branding expert John Miziolek, designer at Reset Branding, an innovative strategic branding and design firm located in the Greater Toronto area, shares his insights for achieving breakthrough success. The book, Breaking Through: The World’s Leading Entrepreneurs and Professionals Share Their Insights for Achieving Breakthrough Success, which was recently published, hit Amazon’s Best Seller List in the branding and small business categories, the day it was released.

John writes about what he calls “How to create a Magical Magnetic Brand “ the simple yet powerful belief that “At the intersection of consumer, company and culture, we create a magnetic charge that draws consumers to the brand.”

Here are John’s top four ways to turn your magnet on.

1.Be authentic – Stay true to what your brand stands for and do not for any reason dilute your brand.

2.Leadership – Failure is an option. Don’t be afraid to take a leap, even if it means failing. Failure can make your stronger.

3.Distinction – Unleash the Magnet. What do you to look and sound different? What do you do to create a magnet so powerful that existing customers can’t leave you, and new customers are drawn to you.

4.Belief systems – Speak the Truth. Whatever you’re marketing to customers has to have inherent value in place that will make buyers interested in coming back to you for more. To create a credible belief system that sticks, you must be focused, consistent, unique and passionate about your products—and communicate those qualities to your potential buyers through your Brand Perception.
Based on those four principles, John has built a highly successful branding firm that consistently delivers excellent results for clients and has worked with top brands like Molson Coors, Diageo and Otrivin. A subject expert on strategic branding, brand development, naming and innovation, John is frequently asked by the media to comment on branding topics, such as a commentator on History Television’s program, “What’s in a name”, featured in USA Today and interviewed by Global News, CBC Radio and Canadian Business. He is also a guest blogger for Fast Company ®
“I was honoured as the only Canadian to be asked to contribute to this book and undertaking.” says Mr. Miziolek, “I hope readers will find it useful and inspirational.”


BreakingThrough is published by CelebrityPress ™ and contains twenty-four leaders talking about what it takes to breakthrough to achieve success in their respective fields.

January 27th, 2014
Beauty, Beliefs and Buffoonery: 3 Ways to Creating a Magical Magnetic Brand

5000 a day.

That’s how many marketing images and messages researchers estimate the average consumer is exposed to in just one 24-hour period. And, by the way, that number is from a study done five years ago.

Think about it.  Marketing messages are coming at you everywhere you go.  When you’re standing in line at the supermarket, when you’re driving down the street, when you’re watching TV and, of course, whenever you’re online, someone is always trying to sell you something.  It all leads to what some have called “communication fatigue” – we’re getting bombarded by so many different messages that we increasingly end up ignoring more and more just to keep our heads from exploding.

What does this avalanche of advertising mean to your brand?

It means crafting and funding the best marketing campaign in the world may not do the trick anymore, if consumers are not interested in what you have to say.  In other words, it’s not enough to stand out in a crowd – your brand also has to draw that crowd in.

That’s why I’m a firm proponent of what I call Magnetic Branding.  Magnetic Branding actually causes the consumers to pursue your products and services.  Rather than desperately trying to get the average person to view your marketing, you put into motion strategies that will attract them to it.

Of course, if you’re lucky enough to be an iconic brand like Apple or Google, virtually anything you do is already pulling people towards you; everything you do is relentlessly tracked, analyzed and utilized.  Of course, most brands don’t have that kind of mystique – but there are ways to create it.  Just as the best of the online posts have specific strategies designed to make them go viral, your brand can also find ways to turn everyone’s overburdened eyeballs your way.  Here are three incredibly effective ones:

1)    Piggyback on Popularity

2)    Bolster Buyers’ Belief

3)    Meet Compelling Needs in Compelling Ways

A true Magnetic Brand not only has a bulletproof marketing strategy to get buyers in the door, but also a quality-driven and distinctive product line that will keep their interest and, most importantly, cause them to become an advocate that spreads the good word about you.

And of course, it always helps if you also, to quote Ron Burgundy’s signature phrase, “Stay Classy!”

Click here to read the whole post on Fast Company.

June 17th, 2013
Segmentation for Dummies: Why Abercrombie & Fitch Is Right and Public Opinion Is Wrong

• Item: The Sports Authority retail chain only caters to those interested in indoor and outdoor activities. Those who wish to merely sit on the couch and watch TV while they snack are deliberately being excluded.

• Item: Whole Foods grocery stores do not stock Coca-Cola, Oreo Cookies or numerous other consumer favorites! Why are its shoppers being forced to buy only food that is healthy to eat?

• Item: Abercrombie & Fitch refuses to sell products that fit oversized women is ridiculous – as is the controversy over remarks made by Mike Jeffries, A&F’s CEO, way, way back in 2006; “That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.”

Unfortunately, many are demanding that A&F must, in fact, market to everyone – resulting in Mr. Jeffries having to apologize while lawyers decide on how many lawsuits could be filed against him and his company, teens lead protests at his stores and A&F is suddenly accused of being pro-bullying.

What does this say about the future of branding and more importantly, innovation?
Please check out the rest of this post on

January 7th, 2013
Co-Branding: Why Even Sinatra Sang Its Praises

Were there any entertainment brands bigger than that of the late, great Frank Sinatra? For over half a century, he put out an incredible number of classic albums and songs (as well as appearing in numerous blockbuster movies) and became known as the greatest pop singer of the 20th Century according to some experts.

However, he achieved his greatest commercial success not on his own – but when he teamed up with some of the leading music stars of the 1990’s in his “Duets” album – the only Sinatra album to earn the designation of Triple Platinum.

This is a prime example of the concept of “co-branding” – when one brand unites with others to hopefully expand its consumer power and earning potential. In this case, Sinatra’s “brand” combined with everyone’s from Barbra Streisand to Bono to take it to heights even Ol’ Blue Eyes had never reached prior to this.

In an ever-more crowded marketplace, the opportunities co-branding offers for further market penetration are attracting more and more companies. That’s why, for example, James Bond in his latest film drinks Heineken beer instead of his traditional vodka martini – because the beer manufacturer thought it was worth paying the producers $45 million to brand their brew with Bond’s.

But you don’t need to go to the movies to experience co-branding in action. Just a stroll through a typical supermarket will quickly uncover multiple everyday examples, such as Lay’s Potato Chips with KC Masterpiece barbeque sauce taste, Hershey candy in Breyer’s ice cream, and even a Kellogg’s Cinnabon breakfast cereal. Co-branding can even make for very strange, but successful, bedfellows – for two decades, the Ford Motor Company teamed up with casual clothing company Eddie Bauer to create a series of SUVs branded with Bauer.

There are actually two ways to co-brand: either you can partner up with a brand owned by another concern, or, if you own multiple brands, you can co-brand within your organization (for example, Proctor & Gamble sells its Downy fabric softener scented with its Febreze Fresh Air aroma). In either case, the logos of both brands will generally be prominently featured in co-branding packaging and marketing. You can find more co-branding examples at Trendwatching’s compilation column of what they call “Branded Brands.”

Dan Beem, the president of Cold Stone Creamery, the ice cream parlor chain, has utilized co-branding heavily in his stores, using Oreo, Jell-O and Jelly Belly products in-store – as well as co-branding actual Cold Stone locations with Tim Horton and Rocky Mountain Chocolate Factory stores. He’s a strong believer in the concept because, as he told Forbes magazine, “Co-branding can be an effective strategy to survive down times and even grow. It can create new revenue streams, increase momentum and raise brand awareness as well as reduce costs”. Inc. Magazine makes a similar point: “If done well, these partnerships are innovative because they are new, unexpected, and they achieve brand objectives.”

These benefits are backed up by academic research. Consider these findings from a co-branding study performed by Judith H. Washburn at Bowling Green University:

  • Both brands benefit from a co-branding venture. Even when a higher-end brand associates itself with a lower-end brand, both realize positive results – there is no evidence of any negative perceptions in the vast majority of cases.
  • Co-branding provides greater benefit to low-equity brands when teamed with high equity brands. While both brands may benefit, the less-powerful brand usually realizes more gains. The exception may be with a dominant brand (say, a Coca-Cola or Microsoft) that has difficulty creating new and viable brand extensions; Co-Branding creates the opportunity to enter new markets and create new revenue streams.
  • Co-branding should be used to further exploit a product performance advantage.

In other words, the co-branding venture should reflect the main selling point of each brand. For example, Intel branded itself with various PC companies and successfully promoted itself as being responsible for a computer’s superior performance. Similarly, in the Breyer’s/Hershey ice cream co-branding, Hershey can obviously take credit for the chocolate chips in the ice cream (while Breyer’s gains advantage by featuring a popular brand of chocolate).

Wondering whether co-branding is right for you? Steve McKee, writing in Bloomberg Businessweek, suggests three criteria companies should use when considering co-branding projects:

“First, they will co-brand only with companies that share complementary values. Second, they will co-brand only with products that (as they do) hold best-in-class status. Third, they will co-brand only in situations where they can retain full review and approval rights on all elements of communications. That narrows the company’s co-branding possibilities, but it also reduces its risk.”

Co-branding clearly offers more upside than downside. So think about creating some brand duets of your own – you might find, as Sinatra used to sing, “The Best is Yet to Come.”


You can read more about this blog at Fast Company: