The web as we know it is a continually changing beast.

Nearly 10 years ago, it started out as static web pages, textbook-like design and noisy modems that beeped and crackled to tell us our Internet connection was starting up like an old car. Then, Web 2.0 arrived with broadband video and growing online conversations.

And now, to the present day, the online world is evolving to recognize individual users. You. Think of it as your own personal assistant that understands what you like, recognizes whose opinions you trust and values the resources you use to make decisions.

You’d think with a name like Jim Schlichting (pronounced: Sch-lick-ting), my co-workers (being the creative bunch that they are) would be able to conjure up a clever nickname or two. Well they haven’t, and they gave up. Perhaps, it’s just too easy, or they felt too pressured, or the names were inappropriate?

At any rate, we have a slight dilemma at HuebnerPetersen. There are two Jim’s in the office, and it’s becoming an identity issue for us.

As is tradition, we’ve designed and produced an ideabook to say thanks to our clients, vendors and friends. This year’s 2012 ideabook is the fourth installment, and we’ve brought back one of our most popular formats, a 6” x 9” spiral bound book with a “notes” section, “doodles” area and “next steps” rail.

Here at HuebnerPetersen, we understand creativity doesn’t just come in the form of fancy ads, compelling copy and interactive campaigns. We value really ugly Christmas sweaters to help us gauge which individuals are our most creative. This year, we held our first-ever ugly sweater contest, competing against our sister company.

One of the challenges of the RV industry is the availability of products for photography. We usually have to scramble to get products in and out of the photographers, and often don’t have the leisure to take the products out for on-site photography. The solution is to use a little bit of digital elbow grease and a lot of attention to details. This tow-shot is the compilation of five photos and nearly 50 detail, color adjustment and blurred layers.

I don’t drop into #brandchat nearly as often as I’d like, but when I do, I always walk away with fresh perspectives on branding.  The discussions force me to examine what I believe about marketing, branding, and positioning.  Today, after talking about BP’s woes and brand damage control with the gulf oil spill, I walked away thinking about how in branding, perception is reality.  No matter what the circumstance is, no matter what the truth may be, what consumers believe often trumps what is actual.  A brand’s position is based on their placement in the consumer’s mind. It doesn’t mater what your brand does, what matters is what customers think your brand does.

I participated in a lively and interesting #brandchat session on Twitter today. Today’s discussion was especially engaging because we looked at case studies of brands that “do it right” and brands that are struggling. We also discussed keys to saving a brand that’s in a “downward spiral”.

Toyota (unsurprisingly) cropped up throughout the discussion and for many reasons. What was surprising is that instead of a bashing of Toyota’s falling brand, there was more talk of expectations of Toyota bouncing back.