September 28, 2019

Why You Definitely Should NOT Create a Personal Brand

Wait, what? You shouldn’t have a personal brand? On the contrary. Having a personal brand is really important for how people present themselves today. There are those who want to know who you are before they get in touch. Maybe a potential client, employer or employee. Someone from the media, a vendor or investor. A...

August 11, 2019

Every son has a father. Every father has a story.

I wanted to capture his on film. So years ago, I asked if he’d be willing to tell his life story on camera.  He agreed and for a couple of days he dived deep into stories of his life. What I found most fascinating was his recalling his formative years. The very beginning – of...

May 16, 2019

Rebranding’s a bitch. Here’s why you need to do it.

One of the things we occasionally have to do here at natie is follow our own advice. We have to take what we usually advise clients to do with their brand and apply the same approach to ours. It’s challenging – a little like the physician who has himself as a patient. When we’re evaluating a brand,...

June 15, 2017

6 Steps To Take To Make Sure Your Brand Is Both Current And Built To Last

People don’t love companies. People love brands – big difference. Think about a brand you love. What do you love about it? It’s probably a hard thing to put your finger on because a brand is very much like a personality. It’s the sum total of a lot of different attributes, all of which, when...

May 21, 2017

The right brand story to the right audience is powerful medicine. By Eitan Chitayat.

As founder and creative director of the natie Branding Agency, I’ve worked with companies in industries ranging from jewelry and fashion to biotechnology and data intelligence. And though their products, visions and goals were quite different, they all had one thing in common: they all needed a story. (Which is something you can say about every company...

September 10, 2016

For Bill.

Every year around 9/11, I post this short animation which I created years ago. I made it for someone I worked with briefly back in the day – long enough for me to be able to call him a friend. I was a copywriter and he was a producer. We worked, we kidded around, ate...

April 7, 2016

To me? Nothing matters more.

When I became a father a few years ago, I made a decision to be present and not miss out on any precious moments with my kids if I could help it. I didn’t want to miss a thing. Sure, there are business sacrifices I’ve made because of this decision. Quite a few of them....

October 15, 2015

That wouldn’t want to be anyone else Jew

This has been simmering with me for a while. And I’ve been wondering when would be the right time to let it out.   The time is now. Last year, after the Charlie Hebdo massacre went down in France, radical Islamic terrorists entered a kosher supermarket and gunned down innocent Jewish shoppers who were just...

December 24, 2014

Surviving the 2004 Tsunami

10 years ago i was on a boat with my family right in the middle of the andaman sea when the earth violently cracked open off the west coast of sumatra, indonesia and calm waters became a vile beast. at 9.3 on the richter scale, the whole world shifted under its power, terrifying waves of up to 30 meters...

October 14, 2013

Pay the Writer. By Eitan Chitayat.

Fellow creatives and people seeking creative services, take a look at Harlan Ellison’s (brilliant) rant about ’Paying the writer’. In true Ellison style, he’s refreshingly blunt with no holds barred and makes a great point that can be extended to the our beloved branding and communication industry, not ’just’ the writers. He’s obviously got some...