Bio: Gwyneth Dwyer
Hi, I’m Gwyneth Dwyer. Nice to meet you.
I’m Director of Writing Services for Larsen, a design, marketing, interactive, and branding firm with offices in Minneapolis and San Francisco. I have the very fun job of leading Larsen’s award-winning writing group and overseeing millions of words written for Larsen clients. (Everything from product names, taglines, and campaign themes to Web content, marketing literature, ads, and articles.) On any given day I’m weighing in on the smallest grammatical detail — and the biggest creative concept.
I’m also the editor of inSights, Larsen’s popular e-newsletter. I’ve been published on MarketingProfs.com and in the Design Management Review.
Before joining Larsen in Minneapolis, I ran my own writing services agency in Boston, working with fantastic clients such as the Harvard Business School Publishing Division and Addison-Wesley publishing.
One of my core beliefs is that the most exciting, effective creative work results when writers and designers collaborate. At Larsen, I’m fortunate to work with talented writers who think visually — and amazing designers who understand the power of words.
I invite you to read my posts and comment! Blogging is a conversation.
Posts by Gwyneth Dwyer:
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Going For Growth?In China,
12 Nov 2009 in FeaturedPosts
Charged with finding new markets for growth, many Western marketers are eyeing China’s rising middle class and terrific GDP numbers. And while getting Western products and services into the Chinese market is hard enough, the ability to compete and…
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Redesigning Your Website: Who’s Taking Care of the Content?,
12 Feb 2009 in Featured Posts
You’re redesigning your website. Fabulous! Who’s taking care of the content?…
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Logo Design: When ‘We’ Becomes ‘Me’,
09 Apr 2008 in Featured Posts
It’s an incredibly simple logo. And therein lies its power. It appears, at first, to be just one word: “we,” but flip the letter “w” upside down, and it becomes “me.” This clever we/me balance perfectly captures the “think globally/act locally”…
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Successfully Managing ‘Frenemies’: An Interview with Target’s Interactive Creative Director,
10 Mar 2008 in Featured Posts
Question for agencies: Can you collaborate with a competitor? And will you – if a client asks? Lance Thornswood, Interactive Creative Director at Target, talks about his success leading campaigns when multiple best-in-class agencies – or …
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How Marketers Will Collaborate in 2008: As “Frenemies”,
02 Jan 2008 in Featured Posts
My vote for a business word we’ll hear a lot in 2008? “Frenemies.” Attributed most recently to Sir Martin Sorrell, founder and CEO of WPP, the word “frenemies” (a blend of “friends” + “enemies”) perfectly captures the competitive collaboration that…
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White Bread and The New Yorker: Bread-Brand Confusion?,
06 Dec 2007 in Featured Posts
I just had to buy this loaf of white bread. It matches my New Yorker. Yes, below is the famed New Yorker typeface on a rather gaudy plastic bag of Sara Lee Soft & Smooth Whole Grain White Bread. (Now there’s a brand mouthful.)
I’m wondering if …
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Art or Logo? How a Familiar Four-Letter Brand Affects Perception,
30 Oct 2007 in Featured Posts
I did a double take as I entered the gallery. What was the DKNY logo doing on the wall of the Walker Art Center? Is this art? Or branding?
Look again: It’s DRNK, not DKNY.
DRNK is Christopher Wool’s 1990 painting, Drunk II, one of several four-let…
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Trying to Encourage Innovation? Watch Those Interruptions,
10 Oct 2007 in Featured Posts
“Interruptions are the enemy of productivity,” says Jason Fried, founder of 37signals. “Interruptions break your day into small, incoherent pieces and prevent you from getting in the zone.”
Fried should know. While in the zone, he and his colleague…
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‘What’s the highest compliment a product can receive?’,
21 Sep 2007 in Featured Posts
Peter Merholz, President of Adaptive Path, asked this question in his presentation to the Minnesota Interactive Marketing Association (MIMA) last week.
And, like any good presenter, Merholz strung us along before providing his answer.
Is it “Can’t … -
Innovation: Full Speed Ahead,
10 Sep 2007 in Featured Posts
Certainly by now you’ve heard: Innovation is being heralded as the key to business success in coming decade. “No matter what business you’re in, your future will be shaped, even determined, by innovation,” writes Michael Michalko in Thinkertoys: A…
