Just about every company or institution today claims to have a brand. But what exactly is a brand? Simply put, a brand is the expression of an organization’s philosophy, culture, abilities, and goals. Branded communications materials can announce or mumble, inform or confuse, delight or depress, stimulate or irritate, and make or break a sale. […]

Regardless of their job titles, your creative team members are the engine of your organization. They generate the ideas and tools that make your organization stand out and help lay the groundwork for advancing your competitive position. As such, it’s important to understand how to get the most out of their capabilities and manage the […]

Developing a compelling brand for a region, county, city, or location-based attraction involves understanding factors that are different from those of a product or service. Characteristics such as historical landmarks, local customs, nightlife, and even weather can play major roles in defining how a destination is marketed and branded. In “Destination Brand Building,” you’ll gain […]

It’s interesting to see the ongoing disconnection between analytic, data-driven digital natives who claim that direct mail is dead and the facts that clearly show how direct mail is still producing significant ROI, profits, and response every day. Certainly, direct mail has evolved like every other marketing medium, but it’s hardly dead. Let’s consider what […]

Independent schools enjoy a number of advantages over most standardized or public institutions. These include smaller classes, more personalized instruction, greater freedom to explore new subjects and experiences, mission-driven culture, etc. Yet when it comes to developing—and creating consensus for—a brand persona, independent schools often face major challenges. Finding common ground among administrators, faculty, parents, […]

“Melts in your mouth, not in your hand.” In the early 1950’s, M&M’s was one of a dozen candycoated chocolate brands on the market. However, in 1954, M&M’s announced itself as the confection that “melts in your mouth, not in your hand.” While any of its competitors probably could have made the same claim, M&M’s […]

What special quality does your brand possess that differentiates you from competitors? Here’s an exercise that can help you get the information you need to identify your brand’s Unique Value Proposition. Click the button on the right to try the exercise.

Branding is no longer just a marketing or advertising industry term; it’s part of popular culture. Anything can have a brand nowadays—celebrities, television shows, sports teams and even political leaders. However, effective branding is more than just a recognizable face or logo; it requires discipline and insight. No matter what is being branded, it’s important […]

Ask a bank CEO to choose between budgeting $450,000 for brand building and hiring three or four lenders, and he or she will always give the latter the green light. It’s because most bankers typically believe that their success is built exclusively on personal contact—there’s no way the formula for success can be driven by […]

How social media is changing the rules of brand engagement. Join the conversation Until recently, marketing was a one-way, top-down monologue. Companies talked and we listened and, sometimes, bought. The web, with its emphasis on connections, participation, and transparency, has changed all that. Now, consumers talk back—to advertisers and, more importantly, to each other. Rather […]

Everyday, thousands of messages compete for you prospects’ attention. A solid positioning is the most effective way rise above the static and be heard by those that matter. Download the eBook by clicking on the button on the right.

Direct marketing is an interactive system of marketing designed to affect a measurable response and/or transaction using one or more advertising media. In this eBook, “10 Steps to Successful Direct Marketing”, we’ll identify and expand on 10 key steps to nailing a memorable direct marketing campaign. Click the download button to find out the list.

One or more of these ideas might be relevant for you to consider. Short and sweet, you can read it in five minutes. To read the list, click the “Download Now” button.

Recently, we created an animated TV spot for one of our clients. The process was so interesting and intriguing that we thought we’d make a short documentary film on the process.