Crispin's core philosophy demands total control over every nook and cranny of a brand's image. Crispin wrote and recorded the hold music for Burger King's corporate headquarters; designed the look of all the food packaging; and came up with the response BK counter-workers bark out when you order ("Nice order!"). They chose the uniforms for Mini Cooper's sales staff. When they started work for Haggar, a men's apparel company, they went so far as to consult on the clothing designs. ("Marketing is sometimes the fact that you have double-stitched pockets," says Hicks.) Increasingly—and this is the case with Haggar—Crispin even takes an ownership stake in the brands it partners with.
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