Every agency going in would say they hate the Snoopy icon and wanted to change it. And that made me think maybe there could be a way to make it work. The iconic simplicity of having the float from the Thanksgiving parade with you (keeping you up) in times of trouble was powerful to me. In the end, the company wanted to move in a new direction but I think it's always of value to consider the opposite flow of what everyone's default reaction is to something.
