FINIEN

FINIEN Clarity for Brand Transformations. FINIEN is a purposefully small consultancy led by brand strategi Your company is planning to go through a big transformation.

Now it’s time to switch focus to your brand: A new brand strategy will need to be derived, the perfect brand name crafted, and along with it, a new brand identity rolled out. There are many stakeholders and a lot is at stake, yet it must happen quickly. FINIEN enables CMOs and founders who are facing a brand transformation to reposition their brands for growth through swift strategic, verbal and visual brand clarity. Our core clients are U.S. or Europe-based companies generating at least $5 million in revenue. Our process is unique and transparent. We are located in downtown Long Beach (which in itself is located in Greater Los Angeles), but we work around the world. Even in places that don’t start with ‘Silicon.’

This is FINIEN in a nutshell, a specialized brand consultancy that is far removed from a stodgy agency or a hungry design studio.

…I even suggested to a client last week that they make a video of their team gathering up all their old-logo shirts and ...
10/08/2026

…I even suggested to a client last week that they make a video of their team gathering up all their old-logo shirts and donating them to Goodwill. Charity is a big part of their DNA, might as well wear it on their sleeves during a transition.

In case you missed last week's episode ↩️SendCutSend is a B2B manufacturing company, yet it's become a beloved brand amo...
10/07/2026

In case you missed last week's episode ↩️

SendCutSend is a B2B manufacturing company, yet it's become a beloved brand among those familiar with it. The 700-employee company makes custom parts for DIYers in the garage and for innovation giants like Disney, Waymo, and Blue Origin. Jim pivoted from running a software and marketing shop to becoming a Sequoia-funded manufacturing giant.

We discuss how both constraints and conviction drive his business and what it took to craft a brand.

Stream here ↘️

↠ FINIEN — https://loom.ly/ycw6Si4
↠ Apple — https://loom.ly/2A_hkW4
↠ Spotify — https://loom.ly/PXaHW4c
↠ Simplecast — https://loom.ly/9Kbpi98

10/02/2026

Friday Surprise Hitting The Mark Drop 🎤

SendCutSend is a B2B manufacturing company, yet it's become a beloved brand among those familiar with it. The 700-employee company makes custom parts for DIYers in the garage and for innovation giants like Disney, Waymo, and Blue Origin. Jim pivoted from running a software and marketing shop to becoming a Sequoia-funded manufacturing giant.

We discuss how both constraints and conviction drive his business and what it took to craft a brand.

Stream here ↘️

↠ FINIEN — https://loom.ly/ycw6Si4
↠ Apple — https://loom.ly/2A_hkW4
↠ Spotify — https://loom.ly/PXaHW4c
↠ Simplecast — https://loom.ly/9Kbpi98

Some background on the inspo behind today's post:My startup is significantly behind in sending out pre-orders that were ...
10/01/2026

Some background on the inspo behind today's post:
My startup is significantly behind in sending out pre-orders that were fully paid months ago. Instead of asking for discounts or refunds, 98% of customers keep cheering us on. Even when a unit arrived with a broken part due to rough handling by UPS and an early packaging solution, that customer wrote to us about how amazing the unit looks and the overall quality, saying it was 'just a pity about that small hiccup.' When I received that message, I knew I had successfully created brand love. Now it's just a matter of dialing in our California-based production so we never have to repeat this test.

09/30/2026

If you are a creative who would like to hop on a monthly call with a small group of peers and me to talk about your current struggles with clients, positioning, marketing, branding, etc., then this is for you.

Despite how busy I am currently advising clients at Chameleon Collective and growing Toneoptic, I always carve out this hour on every first Monday of the month to chat with my Hitting The Mark Circle members from around the world to help push everyone forward.

You can see some of the topics that crystallized during recent calls in the reel below. It is honest, it is personal, it is no BS - but you know that about me already. And that attracts like-minded members. Amazing individuals that I see more as friends than as members.

Best of all, the Circle keeps my labor of love podcast, Hitting The Mark, advertising free for listeners. It's a win-win.

Many members have been onboard for half a decade; some hop on and off, it's month to month so zero commitment.

Take a look, would love to have you as part of the group: https://loom.ly/mG4DuCs

I’m honored to have served on the inaugural Executive Jury for this year’s The w3 Awards. It was a privilege to help re...
09/30/2026

I’m honored to have served on the inaugural Executive Jury for this year’s The w3 Awards. It was a privilege to help recognize outstanding digital creativity from around the world.

See all of the Winners this season > https://bit.ly/4xLN7wx

Brand Therapy Thursday is back from its very first hiatus. Long live BTT 🙌🏻
09/24/2026

Brand Therapy Thursday is back from its very first hiatus.
Long live BTT 🙌🏻

I’m thrilled to help select the best creative work from small shops and indie creators, proving that big ideas don't nee...
08/29/2026

I’m thrilled to help select the best creative work from small shops and indie creators, proving that big ideas don't need big budgets 💪 Davey Awards

Missed the latest Episode of Hitting The Mark?Brandon McCraney is the Founder and Master Blender at Olde Raleigh Distil...
08/20/2026

Missed the latest Episode of Hitting The Mark?

Brandon McCraney is the Founder and Master Blender at Olde Raleigh Distillery, a family-owned and operated craft distillery focused on small-batch and limited-release bourbon and whiskies. Two years into this journey, Olde Raleigh was honored with the prestigious title of Best Micro Distillery in the US.

This brand story is as much about persistence as it is about art, and Brandon was so focused on brand storytelling that there was a line around the block on opening day. Lots to take away from this swift convo:

Listen
↠ FINIEN — https://loom.ly/5b24wBs
↠ Apple — https://loom.ly/dfn8IYc
↠ Spotify — https://loom.ly/VQaWeY0
↠ Simplecast — https://lnkd.in/gR2gQA3n

08/13/2026

Thirsday 🥃 Surprise HTM Brand Interview Drop!

Brandon McCraney is the Founder and Master Blender at Olde Raleigh Distillery, a family-owned and operated craft distillery focused on small-batch and limited-release bourbon and whiskies. Two years into this journey, Olde Raleigh was honored with the prestigious title of Best Micro Distillery in the US.

This brand story is as much about persistence as it is about art, and Brandon was so focused on brand storytelling that there was a line around the block on opening day. Lots to take away from this swift convo – links in comments.

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5318 E 2nd Street #888
Long Beach, CA
90802

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