Insights: Branding, Logo Design

Email Marketing: 7 make-or-break decisions about the subject line

Attention e-marketers: Ignore the small things at your peril. It’s the eve of your latest email campaign. You’ve been preparing for weeks. You feel good about your prospects as you draw closer to hitting the send button and letting the world know who you are and what you have to offer. Then someone asks what the subject line should say. Believe it or not, your response to this question is the pivotal moment in your campaign.

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Brand Identity: When should you refresh?

A light bulb. Clothes. The TV channel. Some things are easy to change, and it’s obvious when they need changing (at least we hope so). Brands, on the other hand, do not fall into this category. When do you change your brand identity, and how much do you change it? Should it be subtly refreshed or totally redesigned?

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Naming a Company, Service, Product

Your naming initiative is underway. You’ve assembled a great creative team, analyzed competitors’ names to clarify market positioning, and determined an overall brand structure to accommodate future growth. You’ve sketched out a URL strategy, identified 7 to 10 brand attributes to focus the brainstorming, and secured a trademark attorney. Before you take the plunge into the exciting, always choppy waters of naming, there’s one last step. Make sure you understand the categories of names available to you.

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Is Your Brand Bland?

How long has it been since your brand had a checkup? When was the last time you put on your official-issue marketing lab coat and gave your brand a full-scale physical — from top to bottom? If it’s been a while, you may be in for a surprise. Symptoms like low energy, loss of interest, and lack of focus may indicate a serious marketing malady. Forgive us for being the bearer of bad news, but your brand may have simply gone bland.

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The Best Brand Ambassadors: Yes, they’re your employees

You’ve conveyed your brand to customers with a smart, creative advertising campaign, prepared a killer multimedia presentation for your industry partners, and given stockholders the lowdown with an artful annual report. Let’s see, what’s missing? Here’s a question: How have you communicated your brand to employees?

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