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Ants On A Log
How a classic afternoon snack can inspire real change in your business
Simon Trask
March 26, 2025
Branding is powerful.
You can’t ask a preschooler if they want celery, raisins, and peanut butter for a snack. I guarantee that your answer will be “hard pass” (or the 4 year old’s equivalent phrase, probably just “NO”).
But when you put the peanut butter in the channel of the celery, and line up the raisins in a row on top, then reframe those exact same ingredients as “Ants On A Log” – suddenly it’s that kid’s favorite snack of all time. First ballot hall-of-famer. Same kid, same food.
It’s important to keep our minds inspired, and sometimes just a quick rebrand can help.
Here are some of the most memorable ones I’ve come across… (Read these in George Carlin “rant voice”. You’re welcome):
It’s not a used car, it’s “Certified Pre-Owned”
It’s not a boring committee meeting, you’re joining a “task force”
These shoes aren’t vinyl, they’re “Vegan leather” (yep, I actually bought some. they’re vinyl.)
Rebrand things that are good for you to help you stay inspired.
 | Onward and upward, (I’m a small business owner, advisor, and advocate – learn more here) |