Smiles make sales. Disarm them with optimism, and build on a friendly platform of genuine passion.


Successful brands have meaning beyond money. They’re built on a solid belief system that attracts like-minded people.

Here's what we believe:

We believe that creativity is the ultimate business weapon. Inspired, innovative thinking is behind every great brand, from Apple to Zappos. We also believe that it’s hard to be creative when you’re stuck, up to your neck, in day-to-day operations. Most business owners need a spark from the the outside. From ad agencies or creative marketing consultants.

We believe that Process matters. This is a service business, so how we work is often just as important as what we produce. We don’t take short cuts. For us, it’s Insight first, then Execution. Every time. It’s a process designed specifically to produce maximum results.

We believe in the persuasive power of disruptive words. Proven fact: Well-crafted messages with unexpected words and images have more impact. Because the human brain automatically screens out the normal, mundane language of most business pitches. It’s in one ear, and out the other, without disturbing a single brain cell. Great messages, on the other hand, fire the synapses and trigger an emotional response. Here’s an example of great messaging.

We believe that when it comes to selling, emotion trumps logic every time. Research it yourself… the latest brain science proves that people make emotional purchases, then use reason to justify the decision. No great brand has ever been built on reason alone. Not one. In branding, it’s what they feel, not what they think.

We still believe in the marketing MIX. Technology is a great new weapon in our quiver of marketing tools, but it’s not the bow. You still need a healthy mix of marketing tactics. Facebook,Twitter, LinkedIn, Pinterest and Snapchat provide exciting new ways to tell stories and make connections, but technology itself isn’t the story. And yes, TV still works!

We believe in the glory of a good story.  Every great business has an engaging story to tell. So tell it!  Find creative new ways to spin that tale, and keep telling it over and over again. Tell it in ads, tell it on your site, tell it presentations, tweets and Facebook posts.

We believe in skeptical optimism. As creative thinkers, we’re naturally skeptical. But not in a pessimistic way. We question the status quo in order to move your business upward. Tell us that something can’t be done, that it’s too hard, or too “out there” and we’ll be positively skeptical about that.

We believe Design belongs in business school.  Tom Peters calls it “the soul of new enterprise.”  It’s Design that differentiates the world’s most valuable brand – Apple.  It’s Design that made Tupperware a cultural phenomenon. Design evokes passion, emotion and attachment… all required elements of great brands.

We believe in the art of persuasion. Data is a big deal these days. But effective marketing communications still comes down to saying the right thing, and saying it well. A brilliantly crafted combination of words and images will always be more motivating than data. Here’s a relevant case study.

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Schedule a free phone call.  Put your beliefs to work.

Here's who we are:

John Furgurson

John Furgurson bend Oregon branding expertJohn’s been called an anomaly… A creative guy with a penchant for business. A poetic entrepreneur.

He can devise insightful strategy in the morning, and craft award-winning advertising over lunch. He has a left-brain right-brain one-two punch that few marketing executives offer.

John cut his teeth writing direct response ads — where sales were the only litmus test of success. From there, he worked for several ad agencies on a vast array of print and radio campaigns. But not much TV. So in his first of several reinvention exercises, John moved into the video industry. He wrote scripts and helped produce long-format videos and direct-response TV for big, national brands.

John Furgurson branding expert skiing at Mt. BachelorEventually, John moved to Bend, Oregon to raise his kids and strike that delicate balance between work and play. His first business was named AdWords, which worked out pretty well when Google decided they really, really needed that URL.

John’s advertising agency has touched many of Oregon’s iconic brands, such as Black Butte Ranch, Sunriver Resort, and Bend itself. He has also helped plan, manage and execute marketing programs for start-ups and many small businesses. The kind that can’t afford failure. John shares his expertise regularly on the Brand Insight Blog, which he’s been writing since 2007.

Elissa Davis

Elissa Davis bend Oregon branding expertIn this day and age, inspired design often takes a back seat to the bells and whistles of modern technology. Too bad.

We believe subtle, aesthetic considerations have a pronounced affect on your brand and your overall business. That’s why Elissa’s a key team member at BNBranding.

Elissa has the uncanny ability to absorb brand strategies and translate them into gorgeous, relevant design work.

Over the years, she’s been the design talent behind many award-winning brands, like the playfully random eBay logo, for instance, and the brilliantly simple Malibu Country Club brand identity.

Elissa’s talents extend far beyond logos, into print and web design as well. And she sweats every detail. From the psychological effects of a color change to the usability implications of a specific website font, she works with the precision and care of a true craftsman and artist.

Erik Zetterberg

EZ head shot for websiteErik’s our web master/programmer/technology consultant. Here’s how it usually goes with Erik…

We approach him with our initial concepts for a website or a digital advertising campaign. He tells us it can’t be done. No way. Then we go back and forth arguing the merits of the idea vs. the realities of HTML programming. (We’ll spare you the details on that.)

Eventually Erik goes deep down into some technological rabbit hole, and we don’t hear from him for a couple days. But he always emerges with a workable solution. Every time.

The results are stunning… Websites that look as good as they perform. Web-generated leads that actually lead to something. With Erik’s help you get higher conversion rates and analytics that your CFO will love. It’s better with Zetter. Berg.


BN Branding

Here's what they say:

golf industry marketing experts - client Andy Heinly“John Furgurson has been a great creative partner over the years. I’ve worked with him and his company in several different capacities… as the GM of a country club, as the co-author of our book on golf, as an independent clubfitter and as the owner of a retail golf shop. John’s been there for me the whole way… He really understands golf industry marketing, and he’s not afraid to take a unique creative approach to this business.” – Andy Heinly, Pro Golf of Bend



Travel industry marketing client - Preston Thompson“When I was doing travel industry marketing at Black Butte Ranch we relied on BNBranding for a number of things… They started out by doing the research and writing the book on the Black Butte brand. Then they refreshed our brand identity, produced new signage throughout the resort, and did some great advertising for us. Their work put heads in beds and helped us increase our golf revenues.” – Preston Thompson, Thompson Guitars



“When we found BN Branding, our website was in a state of emergency. John took great interest in our products and took the time to get familiar with what we did and who our clientele was. John came up with the new name and logo. And when the site was finished and launched, our selling proposition was much more clear, which led to more online sales without the “pre-call” to understand the product. All costs were well worth the results. I would recommend BNBranding to anyone looking for any marketing.”  – Scott Beydler


“I love learning, and I dive into subjects head first, including marketing. It’s kind of an obsession of mine. I’ve worked with some big-name marketing guys across the country, but John Furgurson is my go-to guy. I’m very analytical, and I always over-think things. John has a good process that he follows, and he always has good ideas. Some of the work he’s done for me over the years is just brilliant.” – John Ford, Golf at the Next Level.

Here's where we choose to work:

Yep, we have an ad agency in Bend, Oregon. It’s a lifestyle thing. The fresh air, the beauty and the outdoor action in Bend is beneficial to our creativity and productivity. It’s the juice that keeps the ideas coming. If you’d like to mix business with pleasure with a visit to Central Oregon give us a call. We can arrange a rejuvenating, brand-oriented business trip that you can write-off.

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Here's what's new at BNBranding:

Capturing the not-so-corporate culture at Deschutes Brewery.

Deschutes Brewery video productionAugust, 2017

Thanks to Matt Hand, at Hand-in-Hand Productions for bringing me in on this one…  Scriptwriting and directing a video that explains the culture around Bend’s biggest brewery. My interview with Gary Fish and CEO Michael LaLonde provided the insight and context, while snippets from employees provide the proof. The 12-minute production will be used as a recruiting and PR tool during the brewery’s expansion into Roanoke, Virginia.




Surfing Legend and Superfood Brand

Branding firm client Laird SuperfoodFebruary, 2017

Laird Hamilton is an iconic figure in the surfing world. He has surfed some of the biggest, baddest waves on the planet and has been a leading innovator in his sport for more than 30 years. We’re helping him promote his new business, Laird Superfoods, based on his love of coffee and his devotion to a healthy, ketogenic diet. Our Bend, Oregon branding firm did message development, an investor pitch, trade advertising, collateral materials and a update to their brand identity.

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