Insights

Branding your building: outside and inside

Some of the best branding opportunities are right in front of us — in the real world. But too often, they’re overlooked. Make sure your brand is as polished in the real world as it is in the digital world. Exterior branding, interior branding, and wayfinding deserve your focus.

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How do you build consensus for creative work?

A colleague finally has time to review the creative work you’ve been managing. You’re convinced the creative solution achieves strategic business goals. It can be challenging to build consensus for creative work. Here are six suggestions to help you succeed.

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Creating the right brand voice

Your brand already has a voice. Is it the right voice? Is it engaging? Brand voice is the purposeful, consistent expression of a brand through words and prose styles that engage and motivate. Here are 6 tips to help you get started creating a strong, clear brand voice.

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We need an iPad app!

We need an iPad app! You’ve heard the request. Perhaps it’s even a demand. iPad apps are emerging at an incredibly rapid pace, creating serious momentum among brand stakeholders. Everyone wants an app. And they’re looking at you to make it happen.

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Beyond the tradeshow: Create a branded event

Having a big, bold presence on the tradeshow floor can be an important aspect of your marketing. But perhaps this year, you might consider a branded event, focused solely on your products, your services, and your expertise. Here are four fundamentals to help you take full advantage of this powerful marketing opportunity.

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Your Marketing Budget: Asking for an increase

Getting a marketing budget increased? If you’ve spent wisely in the current fiscal year and can show beneficial results, you’re in a much better position. If you can demonstrate strong competitive pressures that can be addressed through additional marketing spend, all the better. Here are five steps to kick-start that all-important request for additional funding.

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Environmental Graphics: Your Brand in 3-D

We may live in the digital age, but we walk around a very real world. Think about the people approaching your building, entering your lobby, walking through your space. What do they see when they look up from their smartphones? Are they impressed or underwhelmed? Does your brand announce itself, or hide in the background?

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Is Print Dead?

Everybody is so eager to eulogize print, we may be burying it alive. Thought-leaders in marketing, publishing, and entertainment seem to be simultaneously wringing their hands, clutching their iPads, and writing wistful blog posts about the pleasures and demise of the printed page.

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Communicating with Investors

The days of ho-hum standard-issue investor communications are over. It’s a new investment community out there — with younger, more connected, more tech-savvy investors — and they expect more from you.

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Marketing Campaign Themes

Whatever your marketing initiative, a clever, creative theme will often deliver more effective results. Politicians clearly understand the power of themes. They use them to generate excitement around issues that might otherwise lull constituents to sleep. Why? Because themes inspire audiences. Simplify the complex. Infuse familiar ideas with fresh energy.

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