Redwood custom publisher to rebrand as Totem

We note that Redwood Custom Communications, Canada'a largest provider of contract-published or custom magazines and media (now a subsidiary of Transcontinental Media) has announced its new name: Totem. The associated tag line  is "Brand Stories".

Redwood is now 10 years old and its president and CEO Eric Schneider said:

“The new brand will be more meaningful to what the business is now, its positioning and where it’s going....the new name resonates on several levels. A totem, literally, is an object seen to have significance by a particular group. It has tremendous weight and power, commanding attention.We love this name because it articulates the essence of what we do. We create media brands for our clients that act as totems, bringing to life the qualities that consumers cherish most in our clients’ brands.”

Schneider said the rather enigmatic tagline "Brand Stories" reflects what the company's staff does.

“This captures our strength in crafting the kind of messaging that engages customers on a narrative journey. Be it the subject line of an email, a feature article or a multi-page photo essay, the imperative of great storytelling is the core of our customer-focused approach. We’ve even created a new term to describe the craft employed by the talented staff who create brand stories: Marketing Journalists.”