Creative: Refresh Your Brand

* They turned to their best customers for input on cover design. A group within the company starts with 30 to 40 cover images per season, then whittles those down to just a few. “We e-mail cover images to about 10,000 of our top-tier customers, asking them if they’d like to participate in this selection,” said Giesmann. Even though no incentives are offered, a significant portion of customers do respond.