Spring Cleaning? Don’t Forget Your Business

Spring is in the air! Maybe it’s the rising temperatures or longer days, but optimism abounds this time of year.

Spring is in the air! CCC can add a breath of fresh air to your communications.

Spring cleaning? Don’t forget your business! CCC would love to help you freshen up your communications.

If spring cleaning is on your to-do list, don’t forget about your business! How can you spring clean your business? Try these tips:

  • Get Organized — Go through your paper and electronic files and form a system. The point is for you to be able to find what you’re looking for quickly and efficiently. Try alphabetizing file folders or creating sub-folders to further corral all of your pictures and electronic documents. Don’t forget to back up your electronic files!
  • Review Your Online Home — Take a fresh look at your website or blog, or ask an unbiased third party to help out. What catches your eye? Is your site easy to navigate? Does the look and feel still work or is it time for a change? If you don’t have a blog, now’s a great time to start one.

Related reading: A Simple Step-By-Step Guide to SEO // Do You Mow Your Blog? // To Blog, or Not To Blog: That Is the Question

  • Get Social with a Strategy — Review your social media presences. Do you like what you see? Be honest — are you providing your community with value? Are your efforts producing the results you want? If not, step back and think about what you want to accomplish.
  • The Right Fit — While we all want to grow our businesses, sometimes downsizing can help spur growth. Are you stretched too thin on social media? All platforms aren’t the right fit for all businesses. Choose your platforms wisely to get the highest return on investment. Remember, social media isn’t free!
  • First Impressions Matter on Social Too — Your profile, profile picture and cover photo are often the first impressions that a visitor — potential customer? — has of you on social media. Make a favorable first impression! Refresh any profiles, profile pics or cover photos that need it. Note that some platforms have changed dimensions for 2015.

Related reading: Have you found your social media voice? // Should You Slim Down (on Social Media)? // What’s in a social media profile? Everything.

  • Revisit Your Customers — Take a fresh look at your customers. Are you providing the right products or services to help them achieve their objectives? Do plans or strategies need a fresh look? Is your customer still a good fit for your business? Companies and brands change, so you need to be fluid too.
  • Look in the Mirror — Look at your brand: your logo, colors, font(s), name, reason for being… everything that makes you who you are. Does it still fit? Has your brand evolved but your look and feel stayed the same? It may be time to rebrand or just refresh.
  • Freshen up Your Communications — Has your message grown stale? Are you having trouble reaching your target audience(s)? Are you sending out the same emails, newsletters and blog posts? Freshen up your content to re-energize your brand and re-engage with your customers, prospects and employees.

Related reading: Why You Should Think Like The B.A.U. // Branding Is A Feeling, Not A Noun // The Power of the (Red) Pen

We hope that you enjoy the related reading links, which should help you tackle some of the aforementioned business spring cleaning tasks. Or you can search the CCC blog in 3 ways: search box (upper right-hand corner), Categories and Tags (scroll down the right-hand sidebar). If you have a question about your particular project or a subject in general, just ask! We’re here to help. Not sure how we can help you? Check out a sampling of the marketing, writing and social media services we offer.

“I always find something I’ve lost when I do my spring cleaning. This year it was my mind.”  -Maxine, Hallmark character

What part of your business are you going to spring clean?

Whistling while I work,
Jaime

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A Subtle Dash of Branding Can Make Your Customers Smile

It’s amazing how what you do shows up throughout your life, even when you least expect it.

Anthropologie understands it's brand!

A subtle, unexpected touch of branding can form an emotional connection.

For example… I was opening my mail yesterday after a long day spent catching up at home and in the office from traveling to a client’s conference last week. To my surprise, I received an early birthday gift from a longtime friend (who has wonderful taste, by the way).

As I opened the box, I was excited to find a beautiful bottle opener, a practical and eye-catching gift. I also noticed two other objects in the box which I pulled out. One was a full color card advertising the company’s gift registry. The stock was a nice weight, and the piece reminded me of an invitation or ‘Save the Date’ card, which probably wasn’t an accident. The other was a tone-on-tone embossed white envelope with an old-school tie clasp containing the shipping list/return form. I was impressed!

Anthropologie understands its audience.

Why? Anthropologie is a company that I’ve long thought to be on point, branding-wise. In its 22-year existence, the retailer has stood out from its competitors by focusing on the stories of its products, the communities it operates in and its partners. (It’s name is no accident; look up the definition of anthropology.) By offering a mix of signature products, outstanding service and community support, Anthropologie understands its audience and serves it well. The big-hearted retailer has no interest in being another mass-market discount superstore.

So it shouldn’t have surprised me when the company that seems to think everything through, captured the smallest detail. The shipping list and/or return form is often an afterthought, thrown in the box at the end, so it’s the first thing you see — and associate with the brand — when opening your package. Not here. It was neatly tucked into the subtly branded envelope, keeping it safe if needed, yet out of eyesight if not. Upon opening the envelope and discovering its contents, I received another surprise: two more beautiful pieces are on the way.

By thinking of every last detail, Anthropologie made me smile three times while opening a gift from a friend. With a subtly branded envelope and some ingenuity, this brand-conscious retailer lured a potential customer in without ever walking in a store or going on its website. Remember, a subtle dash of branding can make your customers (and prospective customers) smile.

How do you promote your business in subtle, unexpected ways?

What’s a small thing you’ve done (or can do) to make a customer smile?

A branding believer,
Jaime

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A Modern Marketer (with an Old School Soul): Things I Carry

As a modern marketer with an old school soul, what kind of things do I carry?

Things I Carry

Things I carry — as a modern marketer (with an old school soul)

Staying Connected

  • Mini Tablet — This little guy keeps me connected while I’m on the go. It’s powerful enough to stream videos, manage multiple social media accounts and drive me around the World Wide Web, but small enough to fit in my bag.
  • Smartphone (not pictured) — How did we live without smartphones? The 5″ HD display brings videos, photos and messages into clear view while the lightweight and slim design is perfect for my small hands. The 4G network keeps me connected, and the 13 MP main camera takes professional pics when I need them. Late last year, I picked up a cover with a kickstand, which provides the protection I need with the slim fit I like. (The two inside pockets are perfect for your ID, credit card or business card.) UPDATE

Power Up

  • Portable Charger —  This lightweight portable charger keeps my smartphone and tablet juiced. The 2600mAh battery provides up to 12 hours of extra power, and is recharged by USB. Micro USB cord included.
  • Water Bottle — It’s amazing how much better your brain works when you’re hydrated. Make it easy to drink enough water by carrying a refillable water bottle with you. This 20 oz bottle includes an internal screen, so you can infuse your water with fruit (without plugging up your straw), and infuse your day with energy.
  • Starbucks Gold Card — Some days, it’s my sanity. As a small business owner, life can be stressful, but handcrafted espresso can make the worst day OK again. Plus, being Gold has its rewards. (I was going to include my battered Starbucks reusable cup, but this looks so much better.)

Kicking It Old School

  • Felt Tip Pen — While I love my gadgets, there’s nothing quite like putting pen to paper. Blog posts, marketing plans and social media strategy all come to life in spiral-bound notebooks with these glorious pens. And there’s something so elegant about writing with a felt tip…
  • (Paper) Business Cards — Yes, everyone’s online these days. So am I. But there’s still something about handing someone (prospect? connector? life-changer?) a physical business card. You’re giving someone a little piece of yourself, a physical reminder of your brand, the business that you’ve sweated and agonized over. It’s amazing what can come from a 3.5″ x 2″ (or thereabouts) piece of paper.
  • A Book — As a writer, I read a lot. I like to have a fiction and non-fiction book going at the same time, which helps me to tackle my two-page (and ever-growing) reading list. So far in 2015, I’ve devoured books on personal branding and entrepreneurship, the power of creativity, changing the way you think and life, love and loss. Reading is an integral part of who I am, so I always try to carry a book (or books) with me.

Odds and Ends

  • Big Red Slim Pack™ — A doctor once told me that I show 9 out of the 10 signs of becoming a chain smoker. How refreshing! So I chain-chew Big Red gum instead. Not any gum, Big Red. I love the cinnamon flavor, and fresh breath is always a good thing. The slim pack is convenient, sliding in my bag or back pocket.
  • Eyeglasses — I’m visually inspired and impaired. My glasses help me see clearly, so I can help others communicate clearly. My Tory Burch frames project a bit of professionalism, so I can play the part.
  • Sunglasses — I’m light sensitive, so I never leave the house or office without sunglasses. In fact, I keep 3 pairs sitting next to my bag, just in case.
  • Lotion — Along with the aforementioned sunglasses, I rarely am without lotion. My dry skin isn’t helped by living in Siberia half the year. So there’s always lotion — in my bag, work bag, car and all over my house.
  • Italian Roots — I’m proud of my Italian heritage, and it helps me every day. I’ve needed a thick skin, indomitable will and fighting nature to climb the ladder in corporate America, start my own business and step out of my comfort zone. And yes, I talk with my hands, so get over it. 😉

Bag It

  • Coach Travel Flight Tablet Bag — The first time I saw this bag, it was love at first sight. Whether flying around the world or around town, I have everything I need at my fingertips without being weighed down. Plus, my hands are free to tweet, message, blog or carry my espresso. And the camo? For a country girl, that’s just a little slice of heaven.


What do you carry?

Leave a list in the comments below or upload your pictures to social media and tag us!

What do you think of what I carry?

Cheers,
Jaime

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Your Brand Is A Feeling, Not A Noun

Branding. It’s all the rage, but what is it exactly? According to Merriam-Webster, branding is the promoting of a product or service by identifying it with a particular brand. Of course, there’s as many definitions of branding as there are flavors of chewing gum.

These are just a few of the brands who have connected with me.

A few of my favorite things — Starbucks espresso, Chuck Taylor shoes and Merona socks.

I’ll make it easy though. Branding is a feeling you create in people, an emotion. It’s the way that seeing a Starbucks cafe makes me smile. Sure, I’m an espresso junkie, but that’s not the only reason I love Starbucks. It’s the atmosphere in the company’s cafes, the best reward program in the industry. It’s my personal Starbucks cup, paying with my phone and earning stars, all while doing what I love — drinking espresso.

It’s the same type of connection I have with Big Red gum, New Balance running shoes, Sharpie markers, PaperMate Flair pens and so on. When I use these products, they evoke a special feeling in me. When I chew other gum or write with another brand of pen, it’s just not the same. (As a writer, I’m serious about my writing instruments!)

The Garth Brooks brand has a loyal fan here!

17 years ago, Garth put a kid from an unincorporated village 10 rows from the stage, convincing me that dreams do come true. Almost 17 years later, the love affair continues.

And then there’s Garth. It’s not just my country roots or my cowboy brother who turned me onto his music. When you go watch Garth Brooks perform, it’s an experience, not just a concert. And 17 long years ago, he signed this fan up for life with a gesture that he repeated over and over again. He took the time to look at his show from his fans’ point of view and came up with ways to make their experience even better. And this fan will never forget it.


Brand You

What are your favorite brands?

How did they make a special connection with you?

As a brand, how can you connect with customers?

Cheers,
Jaime

Let’s chat (about your favorite brands, your playlist tunes or your branding needs):

Wristbands: Carrying Your Message for Miles (and Years)

When the Livestrong Foundation (formerly known as the Lance Armstrong Foundation) launched the iconic yellow silicone wristband in 2004 as a fundraising initiative, I hoped it would raise some money for a worthy cause. I had no idea that it would catch on across the country — and around the world — as one of the hottest promotional products around. To date, over 80 million Livestrong bands have been sold, inspiring countless other charitable organizations, companies and brands to share their message in this popular manner.

silicone wristbands

Silicone wristbands are so popular even Elvis has his eye on them.

 Like so many others, I thought this trend would never last. Who would want to wear these promotional wristbands? Nearly everyone, it turns out. From young to old and red to blue, people of all ages, nationalities, genders, political beliefs and lifestyles want to rock a wristband. That’s one of many reasons the silicone wristband is here to stay. Ten years later, this staple promotional product is produced in a plethora of colors promoting metro parks to marathons and everything in between.

If you’re interested in promoting your company or brand with a reminder around the wrist, keep the following variables in mind:

  • decoration method
  • imprint location
  • imprint colors
  • band sizes
  • band colors
  • packaging options
  • quantity
  • in-hands date

All of these factors can affect your pricing, and different options make sense for different objectives.

In addition to exposure, silicone wristbands are also helpful at events. Hand them out to attendees at concerts, conferences and sporting events to easily identify who should be admitted and who shouldn’t. They’re durable, easily spotted and can be kept long after the event for continued exposure and as a keepsake.

Whatever your message is, it’ll go far on a silicone wristband.

Weigh In

What silicone wristbands are in your collection?

Are you surprised at this product’s staying power or did you think it would be a hit?

When did you get your first silicone wristband?

Have you promoted your brand, company, cause, organization or event with one?

Rockin’ the wristband,
Jaime

We don’t have wristbands, but we do have social networks. Connect with CCC!
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50 Years of Satisfaction: How You Can Learn From The ‘Stones

On a recent visit to the Rock and Roll Hall of Fame in Cleveland, I was reminded how amazing the Rolling Stones are. They’re still rocking 50 years later and are as relevant as ever. While browsing the two-floor 50 Years of Satisfaction exhibit, I started thinking about how successful of a business venture the band — and brand — is. What can we learn from these legendary rock stars?

the Rolling Stones brand

It’s All About The Brand — In 1962, these aspiring musicians didn’t just seek to form a band; they wanted a defining brand. Yes, they love making music, but Mick, Keith & co also understood the business side of creating and promoting a successful brand as they grew… and grew. Today, the iconic red tongue is as recognizable as the Nike swoosh and McDonald’s golden arches.

Image

Adapt (& Improvise) To Survive — 50 years is a long time to be relevant. The band has adapted throughout the years by adjusting its sound without losing its identity, especially as band members have come and gone. They’ve also followed their instincts and pursued opportunities that felt right, even when they went against the grain. Today, they’ve embraced social media and the digital landscape to connect and promote. How can you improvise to survive and thrive?

Mick enjoying a little "reading"

Stay True To Yourself — The trick to adapting is to remain true to yourself. The Stones are the Stones, like them or not. They hit the scene as the bad boys of rock when it was anything but popular. As they’ve dropped the drugs and hit late middle age, their music has followed. Their lyrics speak of their current lives and experiences, which fans appreciate and identity with.

The Rolling Stones: 50 Years of Satisfaction

Remain In Control — They’ve experimented, argued, taken changes and closed deals, but they’ve always remained in control of their band and brand. While the Stones have no problem working with business managers, partners and companies, they always have final say over projects and products that bear their name. Keep that in mind as you approach new opportunities.

So there you have it… How the Rolling Stones have survived and thrived in a cut-throat, fast-moving, trend-driven industry. Oh, and some amazing music, legendary live shows and fabulous albums, too.

Open Mic

Are you a Stones fan?

What else have you learned from the Rolling Stones or other performers?

Have you used ideas from other industries to improve your business or brand?

Who’s your favorite musical act of all time?

All photos taken at the Rock and Roll Hall of Fame in Cleveland, OH 

(I Can’t Get No) Satisfaction,
Jaime

You Can’t Always Get What You Want… but you can connect with CCC:
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Get Real, Brands: Why Real Is Usually Right

Whether you’re a racing fan or not, you have to love Jeff Gordon and his sponsor, Pepsi MAX, right now.

Last year, the duo produced an awesome ‘test drive‘ video, where a disguised Jeff Gordon took an unsuspecting used car salesman on the ride of his life. Only, it was fake. A stunt driver, paid actors and a car that didn’t exist (an ’09 Camaro). Some of the thrill wore off after the truth came out. And the truth will come out in today’s ultra-connected, 24/7 world.

So this time, they got it right. They wanted to show the reporter, who broke the story of the initial video being fake, that they could, in fact, pull off a real stunt of EPIC proportions. And they did. Jalopnik‘s Travis Okulski went for the ride of his life. All real this time, and the Internet’s buzzing about it.

No, you can’t believe everything you see on the Internet. But when a brand gets real, it usually gets it right.

What did you think of the video?

“Test Drive 2” video courtesy of Pepsi YouTube Channel
Tweet from Travis Okulski’s Twitter feed

Cheers,
Jaime

All real, all the time. Let’s connect:
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You Don’t Know Jack About Brandjacking

In the mid-nineties, there was a trivia game called You Don’t Know Jack. As a trivia buff, I loved the game and even had it on CD-ROM (remember those?). OK, I also loved telling people, “You don’t know jack” when they answered incorrectly. Which brings me too…

You Don't Know Jack logo

Brandjacking. What is it? When someone hijacks your brand, either personal or business, in order to steal your thunder (and publicity) or to hurt your brand’s reputation. It usually happens online, especially on social media. The term is widely credited to Business Week, which used it in a 2007 article.

So what’s the problem? First of all, it’s desperate. You’re either trying to grab some cheap publicity from another brand’s (hard work &) success or trying to cause damage to someone else’s brand. Either way, you look bad.

Second, come up with your own brand. Put in the work to build your brand, formulate a strategy and put it into action. Don’t try to jump on someone else’s coattails to success without putting in the work.

Maybe I’ve just spent too much time working on companies’ brands and understand how much time, effort and money go into the branding process. As all of you fellow marketers and business owners know, it’s a lot of hard work. For someone else to benefit from that (outside of donated publicity for a non-profit or cause) is incredibly frustrating and annoying.

Clearly Conveyed Communications logo

As a small business owner, my brands (personal and business) are my everything. I’m all in, as they say at the poker table. I’ve put every last chip I have into making Clearly Conveyed Communications work. For someone to come along and hurt my brand(s) would be a horrible blow.

As Tony Zayas so elegantly puts it on the Proforma blog, trust is the new business currency. If clients and prospects don’t trust you, they won’t work with you.

So if you think brandjacking is cool (or a viable marketing tactic), then you don’t know jack about branding.

The mic is yours…

Do you agree? Or is brandjacking a viable guerrilla marketing tactic?

Are there any brandjacking examples that you feel have been a success?

Would you brandjack?

You may also like: The Art of Branding | The Olympics: A Global Brand (Kind Of)
Rage Against the Political Machine: 5 Takeaways for Your Marketing Efforts

Photo credit: You Don’t Know Jack

Your trivia (& branding) buff,
Jaime

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Social Media Savvy: It’s Still All About the Brand

One of the more popular posts I wrote last year was about social media branding and its importance to your brand’s reputation, especially if you’re in the marketing, social media, technology or related fields. After reading Dustin W. Stout’s excellent post on the subject, I realized an update was in order. The major social networks were busy editing, tweaking and re-branding in 2013.

Why does it even matter?

  • Your reputation — If your social media branding is out of date, what else is?
  • Respect — You’ve carefully cultivated your brand and want people to use it as intended. Extend that courtesy to others, including social media networks.
  • Brand police — The networks may not notice that you’re using their out-of-date branding unless you’re Coca-Cola or Apple. But remember, you are renting space on their platforms so it’s not a good idea.
spotlight shining on the major social media network logos

Your brand conveys who you are and what you’re about. Make sure to always comply with other company’s brand guidelines.

Facebook rolled out a new like button this year, but the social media giant’s main logo has remained pretty consistent. The company uses a white ‘f’ in a blue square and does not allow use of the full Facebook logo.

Google may be a brand master, but it’s social network Google+ is still figuring out which way it wants to go in that department. This platform has changed its branding every year of its short existence, and has currently settled on a centered ‘g+’ on a red background.

Twitter‘s flying high from its splashy IPO earlier this year (which has since come back to Earth), so its fresh branding with its legendary bird angled up makes sense. Stay away from the old ‘t’ or full Twitter logos, or the dreaded Fail Whale may appear.

Instagram is a new addition to this year’s post as the visual social platform has exploded over the past two years. The company has added video to its repertoire, been purchased by Facebook and moved to the web — a major reason to grab a badge and promote your account.

                 Facebook logo     Google+ logo     Twitter logo     Instagram logo     Pinterest logo     LinkedIn logo     YouTube logo

The current branding for the major social platforms is shown above. (Keep in mind that some offer additional options, depending on use.) For your convenience, I’ve linked each logo to the current branding guidelines for that social network.

Questions? Comments? We’d love to hear from you about social media brand compliance.

Is using current social media branding on your website, blog and other marketing materials important to you?

Is it as important if you’re not in a related industry?

Is there another social media network or platform you’re interested in?

Need to update your social media branding? As a special treat, Dustin has shared a downloadable file at the end of his aforementioned insightful post.

Well blog readers, it’s  been an eventful year. Thank you for reading along, joining the discussions and sharing our content to your connections. We really appreciate it, and wish everyone a happy, healthy and prosperous 2014!

Spotlight photo courtesy of Virgin Mobile’s Wallpaper Swag Gallery // Social media icons were added

Stay safe and enjoy ringing in the New Year!

Jaime

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The Art of Branding

Branding is a buzz word today, so everyone wants to drop it like the name of the hottest new rapper out there. While it’s overused and abused, it’s still an instrumental element to companies and people everywhere.

“Good brands are able to set the tone, create the scene, and make us a part of it all.”  –Danny Trizio

We’re all brands, you and me, Apple and Google. Living, breathing entities that customers and fans connect with, get to know and enter into relationships with. Sound strange? OK, think about why you buy an iPhone instead of another smartphone or why you choose Google over Bing. It may be a subconscious choice, but it’s not likely random.

Apple ad

Apple has designed a brand with staying power.

Of course, some brands get it more than others. The aforementioned Apple is one of the strongest brands alive today, and this is coming from an Android fan. I came across a blog post by Danny Trizio, marketing campaign manager at Proforma, touching on why Apple ‘gets it,’ so I’ll let him explain.

Along with the tech icon, another brand who forges a deep bond with customers is ABSOLUT. (Full disclosure: I am a customer!) I previously offered a toast to this icon for its fine take on branding.

ABSOLUT UNIQUE

One of a kind, millions of expressions…
ABSOLUT UNIQUE

Keep in mind that it’s not only industry leaders who can develop strong brands. While I’m a fan (and heavy user) of Starbucks, I also love our local spot, Angel Falls Coffee Company. It’s located in a neighborhood with a unique flavor that loves to support mom and pop shops. Angel Falls embraces its role as a local favorite, with an eclectic spot that welcomes you in to play some checkers, discuss current events or people watch while enjoying its brew (and a delicious, fresh out of the oven baked good).

So how can I bond with two brands in the same industry? First, as previously noted on this blog, I’m an espresso addict. Second, I patronize both of these companies on different occasions. I love to walk to Angel Falls to enjoy a steaming GingerBeast (relax, it’s only a gingerbread latte) while catching up with a friend or gazing out the front picture window, lost in thought.

Starbucks is a different breed. It’s everywhere, so I can stop in for a mouth-watering soy hazelnut macchiato, breakfast sandwich or old fashioned glazed doughnut whenever I want. The breakfast sandwiches are available all day, so it’s perfectly OK if I want breakfast for dinner or am really slow moving on a lazy Sunday. I can meet business associates or customers there to discuss projects while enjoying the breeze on the patio. One of the main reasons I became a Starbucks fan is the company’s prevalence in airports. I could grab an espresso and Perfect Oatmeal (which fits neatly on top of a lidded Starbucks cup, by the way) en route to my connecting flight at 7am. Haven’t we all been there?!

Now that I’m not traveling so much, I find that I love hitting up my local Starbucks, which makes every effort to fit into the community. Its baristas are some of the happiest people I see all day, the atmosphere is conducive to thinking (which I like to do) and this coffee giant’s reward program is phenomenal. I was pretty excited when I received my gold card in the mail this week. Brightened up my Monday!

Follow my take on my favorite brands on Pinterest

Chime In

So, who are some of your favorite brands? Who ‘gets’ the power of branding?

Did I miss the boat on any brand I referenced above? Who did I miss?

Let your voice be heard!

(Oh, and I’d be remiss not to mention my favorite brand, Clearly Conveyed Communications.)

Apple ad courtesy of Apple, Inc
ABSOLUT UNIQUE photo courtesy of ABSOLUT US

Cheers,
Jaime

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