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Group buys former Armour meatpacking site in Stockyards

The 16.8-acre site of the historic, former Armour meatpacking plant in Fort Worth’s Stockyards has changed hands, and its new owners aren’t saying anything about their plans. Chesapeake Land Development Co., which bought the site

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Hulen Pointe Shopping Center sold

Hulen Pointe Shopping Center, located in southwest Fort Worth on South Hulen Street one mile south of Hulen Mall, has been purchased by Addison-based Bo Avery with TriMarsh Properties for an undisclosed price.

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Dallas-Fort Worth in top five commercial real estate markets in 2015

According to the Emerging Trends in Real Estate 2015 report, just co-published by PwC US and the Urban Land Institute (ULI), Dallas-Fort Worth ranks No. 5, with two other Texas cities, Houston and Austin ranking at No. 1 and 2 respectively. San Francisco ranks No. 3 and Denver No. 4.

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Social House Fort Worth plans to open mid-November

Social House has leased 5,045 square feet at 2801-2873 W Seventh St. in Fort Worth, according to Xceligent Inc.

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Fort Worth temporarily stops issuing new home permits in TCU area

The moratorium will give a committee and the City Council time to review a proposed overlay that will pare the number of permissible unrelated adults living in the same house.

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Stimulus and response: Concussion morphs into new name: Pavlov

Allen Wallach, CEO, principal of Pavlov stands next to the company''s new logo on Feb. 17. Photo by Kenneth Perkins

Five tips for achieving your brand’s potential
Much has been studied and written on the value of branding. Generally, a company that invests in branding commands a higher price for its product or service, and can realize a higher sale price if the company is sold. These tips can help your company to command a higher ROI:
1. Take a stand. Establish a distinct position about what's truly best, or different, about your brand. Position requires sacrifice – resist the urge to be all things to all people.
2. Show some empathy. Seek and establish the ways your customers need you most, and align your brand accordingly.
3. Survey the competition. Understand competitors' brands to be more strategic about your own.
4. Engage your audience. Develop effective, brand-driven creative messaging, and invest in sharing it with your customers and prospects.
5. Collaborate with professionals. Branding is a science. Partner with seasoned pros to bring insights, talent and objectivity to your brand strategy. It can pay big dividends in the end. – Allen Wallach, Pavlov


Pavlov Client List February 2014
• Dallas/Fort Worth International Airport
• Konami Gaming Inc.
• Texas Motor Speedway
• Fort Worth Transportation Authority (The T)
• HCA North Texas
• The Medical Center of Plano
• Shooting Star Casino, Hotel & Event Center
• Southwind Casino
• Fort Worth Convention and Visitors Bureau
• Downtown Fort Worth Inc.
• MAIN ST. Fort Worth Arts Festival
• Riscky's Barbeque
Source: Pavlov

Robert Francis
rfrancis@bizpress.net

Concussion is all about branding.
The 13-year-old Fort Worth agency has made its mark with bold, aggressive campaigns. Look no further than its own ads featuring a florescent orange grenade. Got the message? If not, the theme carried over into the firm’s custom designed Concussiontini, an orange martini featured at several area events with grenade-like properties of its own.
Now, however, Concussion is challenging itself.


Not with just a new brand, but a new name: Pavlov.
The new name, a reference to Russian researcher Ivan Pavlov, repositions the firm as a digital, branding and creative “stimulus lab” expert at stirring consumer action, according to a news release. Pavlov is credited as one of the first researchers to recognize the concepts of conditioned behavior and, key to Concussion’s business, stimulus and response.
According to CEO Allen Wallach, the company renaming/rebranding effort was necessary to keep up with the rapidly changing business environment. It is also a way for the firm to challenge itself. “What is the opposite of complacency?” Wallach asks as way of explanation. It also serves as a definitive case study for the firm that routinely leads its clients through strategic branding exercises, he said.
The Pavlov name, which in its logo format makes use of the “<” less than and “>” greater than signs, was a universal choice among the agency leaders and its employees.
“Our trademark attorney said, ‘I can’t believe another agency in this country hasn’t applied for this trademark,’” said Wallach.
“There’s a scientific underpinning to our new guiding force,” he said. “Clients want an agency that is smart and we’re smart, sophisticated, cutting edge. We’re…irreverent, is a good word.”
Wallach also noted that the agency – founded in 2001 – originally made its name in the traditional advertising world of TV, radio, print and outdoor, “that whole suite of offerings, but since our inception digital has taken over and we’ve kept pace.”
“We have a proven method in the digital world that will return on investment,” he said.


The firm, which had 2013 capitalized billings of $16.6 million, has taken on plenty of challenges over the years, handling accounts as diverse as casinos to Chesapeake Energy during the Barnett Shale boom to the Fort Worth Transportation Authority. Firm leaders took Amon G. Carter-like pride in being a Fort Worth firm that scored a Dallas account when it landed the Dallas Area Rapid Transit business in 2009.
The name change and rebranding follows a shift in ownership: In September 2013 Wallach and Andrew Yanez, founding partners of the Fort Worth-based advertising agency, ended their 12-year partnership. Wallach took over management of Concussion’s business, while Yanez launched his own firm, PytchBlack.
While Concussion engaged high-profile brands such as Konami, Texas Motor Speedway, Dean Foods’ Borden Cremora Non-Dairy Creamer, Chesapeake Energy, Texas Christian University football, Brinker International’s On The Border restaurants and Bell Helicopter, it also played a role in the modern renaissance of the Fort Worth advertising community.
Susan Cook, past-president of the American Advertising Federation-Fort Worth and a graphic designer, said leaders at area agencies and advertising leaders were concerned in the late ‘90s and early 2000s about the future of the local advertising community.
“There had been a lot of cutbacks among local agencies [then],” said Cook. A new local president of the AAF came in and Concussion, which was in charge of the Addy awards in 2007, came up with a whip-smart campaign to drive interest, entries and attendance: Submit or Be Dominated. That theme, reinforced by photos of leather-clad dominatrixes, was controversial, but memorable. It did, in fact, stimulate the response members wanted: It drove entries and attendance, said Cook.
“Concussion did an amazing job of making it edgy but not crossing the line,” she said. “That was the beginning of the big turnaround.”
There were a few complaints, Cook noted, but there was also interest, participation and attendance.
“We compete by day, but at night we flip the switch and don’t compete. The idea was ‘Let’s get together and figure out how we can all benefit.’ A rising tide lifts all boats,” said Wallach.


Raising the profile of Fort Worth agencies has helped all area agencies, as well as Pavlov, in recruiting more talent to the area, noted Cook.
“We’re a nationally-capable firm that happens to be based in Fort Worth,” said Wallach. “We’ve been able to hire some very strong talent to come to Fort Worth.”
The 30-person firm officially announces the new name at the American Advertising Awards local Addy awards on Feb. 21.
 

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