In 2010 Pollywog was invited to join a collaboration of consultants headed by Pat Dawson. Pat's vision was to provide the full range of expertise needed to help clients align their brands with their company's core values and customers' expectations. He launched this enterprise under the name, "The Brand Chiropractor"—to mixed reactions. When Pollywog joined the consortium, we helped Pat align his own brand to more accurately reflect its expertise and personality, delivering a new name—Conga—as well as brand identity and tagline.