Nothing. And everything.

When the planning for the launch of the book, Brand Intervention, 33 Steps to Transform the Brand You Have into the Brand You Need, came up, I had the brainstorm to get chocolate and coffee involved (the coffee part I talk about next week). 

Why? For the epic upcoming Webinar (on December 13th) to reward (or bribe, depending on what neighborhood you're from) to the first 30 people who bought their hardcover copies of the book!

The idea: conceive and design a limited-edition dark chocolate bar.

So I reached out to the fantastic Noteworthy Chocolates owners, Jennifer and Michael, learning they laser engrave designs into exquisite Guittard chocolate, the oldest continuously family-owned chocolate company in the United States, family-owned for more than four generations (founded by Étienne Guittard who emigrated from Lyon, France in the 1850s during the California Gold Rush).

I shared with them my initial design for the chocolate:

While they loved the design, it needed to be modified since working with laser engraving has its own unique qualities.

For example, we had to very thin lines since the lines thicken in the laser engraving process. And the thin lines prevent the chocolate from burning.

So we did some tests. And we finally nailed it: