The first thing we see is the window. It advertises the shop as Frankies Farm-to-Cup in hand-lettered script. It’s a little smudged in a cute way. Feels earnest. Small batch, local, maybe the barista owns chickens. So far, so good.

We step inside and glance the menu, which is posted on a large sign at the beginning of the line. Proudly Serving Corporate Fuel. Wait, what? Different vibe. Definitely no chickens.

We push down our misgivings and proceed through the line and approach the register. There is a vapid sign inviting customers to sign up for a loyalty punch card. The loyalty club is called Beans With Benefits – suggestive, playful, but at odds with the rest.

We take a breath. We feel the conflict. And we back out before the espresso’s even pulled — opting instead for the corporate chain down the street, where at least the story makes sense.

This is What Fractured Branding Feels Like. 

It’s not that your message is wrong. It’s that it’s three different messages wearing the same shirt. Your ads say you’re clever, your site says you’re tired, and your sales deck says you couldn’t agree on what to say, so you had AI say everything.

And your customers? They feel that. 

How Fractured Branding Begins

Fractured branding is most common with organizations that are scaling or growing through acquisition. Growth triggers change.

This usually leads to one team updating the sales collateral. Another team is taking on the task of updating the homepage. And a third team tackles the landing pages. None of the teams is talking to each other. They’re siloed. 

Now, your company sounds like a bunch of bad musicians who’ve never rehearsed together. Everyone is riffing in different keys, not in a fun jazz way.

And Then the Leaks Begin to Show

• Ad performance dips.
  
• Search traffic wanes.
  
• Social engagement shrinks.
  
• Sales slow not because the product changed, but because the story lost its edge.
  

No one can quite say what you do anymore. Or why you matter.

And you start hearing the most expensive phrase in branding:

“Maybe we need a new logo.”

Here’s the Thing

A new logo won’t fix this. It’s not a cosmetic problem. It’s a foundational problem.

You’ve got a gap between what you think you’re saying and what people actually hear. That gap grows quietly. Then it gets loud.

If you’re nodding right now, you probably already know. You’ve felt the drag — in morale, in meetings, in metrics. You’ve seen your story land with a thud.

This isn’t about ego. It’s about making sure your people aren’t ad-libbing your value prop in every room they enter. It’s about cleaning up the narrative so your next buyer doesn’t need a decoder ring.

A Brand Refresh Isn’t Vanity

A brand refresh is not new wallpaper. It’s new wiring.

• When the brand is sharp, the pitch deck works harder.
• When the pitch deck works harder, the deal closes faster.
• When the deal closes faster, nobody has to pretend they “love the old logo.”

So, Ask Yourself:

• Can every exec describe what you do in one sentence?
• Does the website match the sales deck?
• Did the brand guide retire when skinny jeans did?
• Do your interns know your font? (Do you?)
  

If not, it might be time to update the story before someone else writes it for you.

Because here’s the truth: fractured brands don’t just confuse, they slow organizations down and erode from the inside. And they give competition the only thing they need: an opening.

Need an Outside Eye?

Book a fifteen-minute brand clarity chat. No jargon, no lectures, no mystical archetypes. Just a quick check to see if your story still makes sense.

Or don’t. But if your pitch deck apologizes for your homepage again this quarter, maybe let’s talk over a real cup of coffee.

The post Why Nobody Knows What You Do Anymore: A Story About Fractured Branding appeared first on Tunheim.

There’s a certain myth around the “breakthrough idea” — the kind of concept that reinvents a product, captures the imagination of a market, or creates something entirely new. We treat it like lightning: random, rare, and impossible to harness. But the truth is, real breakthroughs — the kind that move companies forward and shift customer expectations — don’t come from luck.

They come from process.

Why Breakthroughs Matter Now More Than Ever

The cost of sameness is getting higher. In every sector, from consumer retail to B2B services, audiences are bombarded by messages that blend together. Standing out isn’t just a marketing challenge — it’s an existential one.

Breakthrough ideas are how brands get unstuck. They capture attention, redefine categories, and invite people to see a future they hadn’t imagined. But they only work when they’re grounded in something more meaningful than a clever stunt.

Breakthrough Is a Brand Strategy, Not a Tactic

Here’s the first principle: breakthrough ideas aren’t standalone tactics — they’re manifestations of your brand’s mission, vision, and positioning.

They emerge from clarity. Clarity about what you stand for, the future you’re building toward, and how you’re different from everyone else in your category.

When we’ve helped companies in retail and B2B services unlock breakthrough ideas, it always starts with this internal alignment. If you don’t know your long idea — your unique and bold view of the future — you’re not ready to break through.

Tunheim’s Breakthrough Method: A Process that Works

Here’s the framework we use and adapt:

1. Define Breakthrough for You
   Breakthrough must align with your brand’s positioning — not just a new idea, but a bold expression of your core purpose. It should be recognizable as you even if it’s something you’ve never done before.
2. Share Your Particular Future
   Great brands don’t just respond to trends — they define them. Be willing to articulate the future you believe in, even if Wall Street isn’t ready to put it on a calendar. Whether it’s the future of sleep or the transformation of care delivery, that future becomes the foundation for ideas with impact.
3. Leverage Your Differentiators
   You likely already have the ingredients. Your tech. Your data. Your insights about customers or the market. These are your competitive advantages — but only if you use them to craft ideas no one else could credibly execute.
4. Address What Customers Really Care About
   Every sector has its burning issues — the problems your audience wakes up thinking about. Use your research and insights to address those head-on. That’s where breakthrough ideas resonate most deeply.
5. Use What You’ve Already Got
   Breakthroughs don’t need new budgets or blank slates. They need new thinking applied to existing platforms. One retail client built a high-impact activation campaign by reimagining how to use their store footprint during the holidays. A B2B firm developed an award concept that turned client partnerships into category leadership.
6. Find the Right Tone and Voice
   Even the best idea will fall flat if it sounds generic. The tone of your breakthrough should surprise, delight, or provoke — whatever matches the essence of your brand. But it must cut through.
7. Measure and Refine
   Not every idea hits. That’s okay. Breakthrough organizations treat innovation like a lab: test, measure, learn, and try again. Over time, this becomes a muscle — and a strategic advantage.

It’s Not Just About One Idea, It’s About Building a Machine.

The goal isn’t to have a breakthrough. It’s to build an organization that can generate and sustain them. That means establishing a process, creating the conditions for creativity, and empowering teams to think beyond what’s easy or safe.

Done right, breakthrough becomes part of the culture — and the brand.

Breakthrough is Not Magic, It’s Method

And it starts by asking better questions — not “what’s a big idea?” but “what’s our big idea?” and “what does our future demand?”

When you can answer that, the breakthroughs begin.

Curious what a breakthrough process looks like for your organization? We would love to show you.

The post A Proven Framework for Brands That Need Breakthrough Ideas Now appeared first on Tunheim.

But before you shrug this off as yet another fad, think seriously about the implications for brands. This isn’t simply about quirky aesthetics or fleeting nostalgia. It’s a strategic recalibration for a generation of digital natives seeking boundaries.

It’s also a call to action for communicators and marketers who need to employ research and carefully select strategies and tools that allow us to meet Gen Zs where they are.

A Mental Health-Driven Move to Retro

The analog revival isn’t just a passing TikTok trend and retro “dumb” phones. It’s a coping mechanism for mental overload, a rebellion against algorithmic manipulation, and a reassertion of agency over attention. And while Gen Z is now in the spotlight as workers and consumers, this shift also applies to rising Gen Alpha – those born between 2010 and 2024.

In fact, data released in July 2025 by audience research company GWI showed the percentage of 12-to-15-year-old Gen A-ers who take breaks from smartphones, computers, and iPads has risen by 18% to 40% since 2022. A survey of 20,000 young people and their parents across 18 countries found that 40% of these young teens now take deliberate breaks from smartphones and social media, an 18% increase since 2022.

The Global Wellness Summit’s Future of Wellness 2025 has highlighted this movement as one of the year’s defining cultural trends that reflect both rebellion against screen fatigue and a rediscovery of the physical joy of non-screen tools. Businesses like Retrospekt, a company specializing in refurbished retro tech, are seeing significant growth, reporting annual sales of $8 million, primarily from customers aged 13 to 39. The Vinyl Alliance’s 2025 report showed 50% of Gen Z vinyl enthusiasts see the medium as a form of “digital detox,” while 61% aim to improve their well-being by shifting away from digital music consumption. It noted that in 2024, 40% of 18-to-24-year-olds bought vinyl. There’s also renewed interest in zines (self-published magazines), newsletters, and retro blogging platforms like Substack and Tumblr, as well as journaling and mailed cards and letters.

Digital fatigue is real. Nearly half of Gen Z reports feeling overwhelmed by screens. Over 44% intentionally reduced screen time in the past six months. Ofcom reports that 47% of 16-to-24-year-olds now silence notifications or enable Do Not Disturb to regain focus.

What this means for brands

At Tunheim, we see this as more than a trend. It’s a values-driven shift that reflects a craving for the authenticity, tangible experiences, and control that Gen Z  regains with analog. A 2025 study by Skeepers, an AI/user-driven content platform, revealed that Gen Z increasingly prefers unfiltered content and peer-led storytelling over brand-polished digital encounters.

Here are our four key takeaways:

1. Rethink message channels.

Gen Z consumes media across a fragmented landscape. A 100% digital strategy is incomplete. Smart campaigns might pair short-form video with a limited-run print magazine, a podcast hotline, or even an old-school mailer with QR code access to bonus content. Unexpected channels translate to deeper curiosity.

2. Build trust through tangible actions.

In a low-trust digital climate, doing things the “hard way” can be a brand builder. A fashion brand might mail out a zine on sustainability authored by young activists. A university might create a retro course catalog as a recruiting piece. Print can cut through the noise, especially if it reflects values.

3. Revisit your audience research.

It’s become clear that Gen Z doesn’t respond to broad personas. At Tunheim, we specialize in attitudinal segmentation and uncovering psychographic insights that go deeper than “18-to-24 digital native.” If your outreach relies on assumptions instead of insights, you’re likely missing this analog shift altogether.

4. Lead with authenticity, not just aesthetics.

In a recent case study, we found that publishing short-form video isn’t enough. For example, the Las Vegas Review-Journal outperforms by pairing format consistency with a strong brand voice. Aesthetic nods to retro culture only work when paired with substance, clarity, and intention.

In our view, this isn’t a fad; it’s a generational recalibration driven by creating balance. As Gen Z, with Gen Alpha on its heels, continues to prioritize privacy, mental wellness, and self-expression, expect them to fluctuate between digital efficiency and analog intimacy. Today’s flip phones and zines may evolve, but the underlying values like authenticity, simplicity, and autonomy will remain.

Gen Z is telling us what they want  – less noise, more meaning, more listening. The smartest phone in 2025 might be one that does…nothing. If you’re not listening to that signal, you’re not listening to your future audience.

Ask us how we can help you listen smarter.

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With flavors that scream “Minnesota!”, client Brother Justus Whiskey Company (BJWC) is officially kicking off curbside pickup prior to opening its brand-new cocktail room next month (COVID-19 shutdown dependent). While plans for the local whiskey distillery changed last week—the cocktail room was originally supposed to open to the public for reservations this week on Wednesday, November 25^th—BWJC was able to quickly shift gears following the recent announcement of the bar and restaurant restrictions put in place due to rising COVID-19 numbers and hospitalizations.

The Minneapolis-based American Single Malt whiskey distiller—with a 14,000-square-foot distillery and cocktail room located in Northeast Minneapolis—is the brainchild of Founder and CEO, Phil Steger, who set out to concoct whiskey flavors that didn’t yet exist in the marketplace. Steger and the BJWC team aimed to craft Minnesota’s first American Single Malt whiskey with earthy and herbaceous notes of the Great North. As Phil would say, Minnesota is home to three biomes that together perfectly for whiskey crafting including: the Big Woods, where white oak thrives; the Great Plains; with rich prairie soil for cultivating barley; and the Boreal Forest, home to millennia-old bogs filled with peat.

Team Tunheim helped BJWC announce the news of the new distillery and cocktail room location to the public and assisted with the quick pivot toward a COVID-friendly curbside approach. And lucky for locals, a bevy of whiskeys and carefully crafted House of Gristle charcuterie boards are on the menu for pickup! Choose from 375ml bottles of Brother Justus’ American Single Malt Whiskeys—Silver American Single Malt, American Single Malt and Cold-Peated American Single Malt; and a House of Gristle Cheese & Charcuterie Box curated with cured meats, aged cheeses, candied nuts, dried fruits, and crackers and jam.

The savory and sweet box is the work of nationally recognized Chef Jametta Raspberry who owns the local pop-up and catering operation, House of Gristle. The female- and black-owned business is partnering with BJWC to provide a spread of cheeses, chocolates and charcuterie in its cocktail room that are built to perfectly pair with any one of the Brother Justus American Single Malt whiskeys.

To learn more about Brother Justus Whiskey Company visit https://brotherjustus.com/, follow along on Facebook and Instagram, and check out this recent article from Minneapolis/St. Paul Business Journal on the news of Brother Justus Whiskey Company’s curbside pickup offering and soon-to-come cocktail room!

Let Justus flow!

The post Did Someone Say Cocktails? appeared first on Tunheim.

With back-to-school season in full swing, what are some helpful tips and tricks for keeping students healthy?

Modeling good behavior/techniques. We can educate kids, which is a great foundation, however watching adults that they respect practicing good handwashing/sanitizing, mask wearing and social distancing will carry a lot more weight. If you are finding resistance to mask wearing, having the little person make their own (with help, of course) out of material they like or being able to pick their own premade masks can help. Regarding social groups, assure yourself that any socialization can be with other people of your philosophy regarding protection for infectious diseases – remember for every person you open your social circle up to you are also exposed essentially to everyone else they have been around in the last 14 days. Utilizing technology to stay connected with family and friends is also an option. Your kids can have virtual play dates with other classmates, or mom and dad can do a virtual happy hour or coffee with friends. Maintaining a healthy body is also one of the body’s best defenses. When looking at health this means optimal nutrients (as best as you can), quality sleep, exercise (movement), stress management and meaningful relationships. The food we eat is fuel for our bodies! Nutritious, non-processed foods are best – the closest to the form the earth made them!

Here you can find checklists from the CDC to aid in staying the safest you can from communicable diseases, not only COVID-19, but these help decrease the spread of all respiratory communicable diseases.

Homework time! The ability to buckle down and study is not always easy for kids. What are some ways to help kids concentrate so they can succeed in school?

First, Exercise! It helps stimulates blood flow, blows off stress hormones and enhances concentration. Minimize distractions by turning off notifications on phones/computers, calm music, or a quiet environment. Make sure bellies are full and there is a glass of water available. Remind your kids to take bathroom breaks prior to sessions to minimize interruptions during class. In this day of online learning, the dining room table may not be the best spot for concentration due to the activities that surround that area. When evaluating a new learning location think of age appropriate spaces, like a desk dedicated to school make sure school supplies are organized and immediately in the learning space. Pets are lovely and benefit us in so many ways, but if they are disruptive to the learning environment keep them out. Every situation is different and every child is unique, so find what works best for you and your family!

Distance learning poses many new challenges for both kids and parents. One of those ways is increased screen time. Can you explain how blue light can affect school-aged kids and what can be done to help reduce its effects?

While the long-term effects of blue light are still being studied, Harvard Health Publishing reports that blue light may disrupt our natural circadian rhythms and make it more difficult to fall and stay asleep. It can impact the secretion of the hormone melatonin, which signals your body that it is time for bed. If you have children, you know how vital a good night’s sleep is for their overall well-being! While blue light is often associated with digital devices, its primary source is from the sun.

Our eyes can filter some blue light with special pigments called carotenoids. Carotenoids are found in fruits and vegetables; your body does not produce these naturally. The two types of carotenoids that are most effective in filtering blue light are lutein and zeaxanthin. You can incorporate lutein and zeaxanthin into your diet with foods like carrots, kale, broccoli and spinach!

Lutein and zeaxanthin are stored in your eyes — specifically in the macula, the region of the eye near the center of your retina that helps you focus on what’s in front of you, like a computer screen or notebook.

There are several effective ways to help limit blue light. The most effective and obvious is by limiting screen time or wearing a pair of blue light blocking glasses. Another way to help support eye health is by taking a supplement with Lutemax 2020 which can help the eyes shield and filter blue light from the sun, LEDs, and digital devices.* Lutemax 2020 is an ingredient that combines lutein and zeaxanthin. The Alive! Teen multivitamins are the perfect multivitamins for your children to help ensure they get the essential nutrients they need with the addition of  Lutemax 2020.

Lutemax 2020 is a trademark of OmniActive Health Technologies Ltd.

Cold season is upon us. What are some ways to help prevent getting sick this season?

I so wish I had the answer to never getting sick! However, there are some great ways to support your body to help it not to get sick. As mentioned above getting optimal nutrients, quality sleep, exercise (movement), stress management and meaningful relationships all help you to be a “healthy host.” The healthy host concept is one of resiliency – if your body is the healthiest it can be you can fight off pests (virus, bacteria etc., basically invaders) by mounting an appropriate immune response. We know our immune systems need great nutrition and micronutrients to operate most efficiently. Everyone is unique, so please always consult your healthcare provider about your specific situation.

If you have caught the common cold, what are some remedies for recovery?

First off, always seek the opinion of your personal health care provider if you need assistance or are unsure of a path forward for you. Along with what we think of as home remedies, there are a few classics – mom’s chicken soup, hot tea, wrap up in a warm blanket. Nature’s Way® Umcka Coldcare ® products can also help with reduce severity of symptoms associated with the common cold like nasal, throat and bronchial irritations and speeds recovery. Umcka® comes in syrup, chewable tablets, fast actives, and lozenges. In our fast-paced world, it is also important to take time to recover (the convalescent period) which has not been valued, but it should be. The sick person needs care and should take time to get their strength back.

*These statements have not been evaluated by the Food & Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Lynn Green, Integrative Nurse and Master Herbalist, NP, MH

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As the increasingly diverse Millennial and GenZ generations become the dominant consumers, we will continue to see more companies adopt communications strategies that appeal to consumer’s values, not just their pocketbooks. We have already seen companies like Dick’s Sporting Goods and Levi Strauss moving from cause marketing to direct engagement with consumers on controversial public policy issues. Smart companies are spurning quarterly capitalism and sacrificing older consumers in favor of securing stronger relationships with customers who will buy their products for the next 50 years.

This avenue of brand marketing should be particularly appealing to companies with products or services that are not truly differentiated from their competitors. These are the same companies that are already facing disruption from transformative companies like Amazon; building strong relationships with young consumers can keep them alive into the future.

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