Melanie Gapany

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Essays, Featured

The Difference Between Branding and Identity

I don’t often take on clients looking to do full on branding projects, but the topic has come up in conversation with one of my agency clients and I was surprised to see just how much confusion on this subject there really is. I think because we ourselves in the industry refer to Identity as branding and vice versa, we’ve managed to confuse ourselves at the same time that we confused the general public. For Starters, what’s your logo? When business owners and individuals  ...

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Essays, Featured

Why No One Goes to Your Events

Many of us have been there. You’ve planned the perfect party, thought of all the details, decorated to the nines and picked the perfect outfit for your all-out themed event, but then the day comes and you end up with an empty house. Your party attendee list is significantly smaller than you had projected, and you’re left with enough left over potato salad to feed a small village in Namibia. From bad weather to bad timing, there are many reasons for an event to fail. After many  ...

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Essays, Featured

Nothing to Write Home About

Whenever I watch any of the arguably horrible television shows that entertain me, I always have to tell myself why I even bother watching these things. The acting is always over the top (although I  have mastered that breathy, punctuated, “Im lecturing you” delivery Shonda Rhimes is well known for) and the background stories for many of these characters are seldom believable. Yet, Im always dumbfounded at the capability of television writers to come up with these incredibly  ...

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Essays, Featured

My Phone Almost Killed Me

A few weeks ago, my phone began to act up. It would shut itself off as soon as unplugged, and ghost type messages to random people in my contact. At one point, it even managed to send about 42 of my unread emails into my archive.  C’est la vie. When I took it in, they told me that the battery was swelling, which is not at all scary considering the recent trend of battery explosions. As a “Florida Woman” I take no chances at becoming a potential headline. I have a  ...

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