OnRamp Branding

Red Maxwell is a nice genius. Any idea how rare such a combination is? Some Geniuses can be solipsistic and meanly arrogant. There is another group who love learning and wear their confidence with a sense of humility and grace. Red Maxwell, President of OnRamp Branding defines this second group.

I went to Dobbs Ferry, New York to meet a powerful internet marketing genius and ended up meeting two, one from just around the corner. There were twenty-five marketing pros huddled into a drumming circle at Seth Godin’s studio just off the Hudson. Red Maxwell was one of the marketing pros that joined for a “work with Seth Godin” day.

Ever been in a large group of people and sense special energy, special vibrations, coming off of a precious few? Red had that kind of high-pitched yet quiet energy. I made it a point to get to know Red Maxwell that day in Dobbs Ferry. Red and Seth are good friends and that makes sense. They think alike and Seth needs an artist to help draw his ideas. If you’ve seen Seth’s cool, dramatic book covers such as Purple Cow’s Milk Cartoon and Free Prize Inside you are already familiar with some of Red’s prescient graphic vision.

Red and the OnRamp Branding team designed the Martin’s Ride logo. Let me be clear, Red is and OnRamp are much more than graphic designers, though they are world class. Graphics flow from strategy and Red’s strategy sessions will knock your socks off. I’ve included Red in projects since our Dobbs Ferry meeting including a recent, “Who are we,” meeting with a company groping for its place in a quickly changing digital world.

Red’s ability to brainstorm new ideas after identify bright spots lifted everyone’s spirits. The team came away from a day with Red feeling good and understanding how to build a new future. What is that worth to you? I’ve been in a lot of great companies including P&G, M&M/Mars and The NutraSweet Company. I’ve worked with consultants from Arthur Andersen (remember them?), Boston Consulting Group (BCG) and great ad agencies such as Chiat Day and Ogilvy and none of these top flight companies hold a candle to Red and OnRamp Branding.

Why is OnRamp so amazing I’ve asked myself. I came up with three things: what they understand, their artistic perspective and Red Maxwell. Most strategy consultants start with an agenda. They will find a way to fit your round peg into their square hole. This business model maintains THEIR margins at your company’s detriment. Red and OnRamp take a different approach. They can afford to LISTEN well because the breadth of their knowledge is extensive, very horizontal.

Many people listen only enough to know what to say next. Not Red and OnRamp. They listen to UNDERSTAND. What a concept. Instead of fitting problems into predetermined solutions OnRamp listens, thinks and creates a customized solution. And oh what solutions they create. OnRamp’s mastery of branding, advertising, social media and web site design allows for clarity of communication few can match. Even beyond clarity is the sheer purpleness of the marketing solutions Red Maxwell and OnRamp has helped me create over the years. Martin’s Ride logo is a perfect example. I send up a, “Help Me” flair and Red draws something magical on the back of a napkin (not really but you get the idea). The power of this visual is that it incorporates everything I was thinking but was having a hard time actually saying. Red can finish my sentences. We were both schooled at Seth Godin’s graduate school. Red is one of my five secret weapons that are less and less secret every passing day. The excellence that is Red Maxwell and OnRamp Branding is hard to keep bottled up in a small town named after a cigarette brand. If you are looking for internet marketing magic call Red Maxwell and his team at OnRamp Branding.

Marty

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