Welcome to Our Marketing & Communications Blog.
This is the best place to learn how we think as creative and strategic communicators. You’ll find various observations and best practices about branding, design, client relations and communications, in general. We try to keep things instructive and advisory. However, we can’t guarantee that there won’t be a rant or rave once in a while. So, please cut us some slack.
Your circle of influence should not be confined to your immediate sales prospects. That’s not what marketing in the 21st Century is about.read more
To succeed in marketing, we need to avoid the distractions and focus on the fundamentals. We need to pull ourselves out of the bubble in which we live to see ourselves the way others see us. It’s this uncluttered view that helps bring the clarity and objectivity that lead us to a sound strategy.read more
Never Make Assumptions about Your Audience. That seems like an obvious rule, right? But, we all do it to some degree. It’s human nature. We follow our gut instincts. We proceed without having the data to back up our actions. Remember New Coke?read more
As the calendar year winds down, it always a good idea to take a step back to revisit and refresh your marketing. We did it last year and it resulted in significant changes to our market positioning. And, we’re better off by doing so. How about you?read more
It’s always a good idea to take a step back and be more introspective about your unique qualities and strengths. By looking beyond short-term distractions, we often discover that we still have a place to fit in.read more
You seem to be great at what you do. You have a terrific product. Your media coverage has been impressive. You’ve been serving the industry for decades. But, what does it mean to your customers? What’s in it for me?read more
Marketing communications is not a democracy. It’s purely strategic. It’s based on research, data and even philosophy. It relies on experience, best practices and, oh yeah, talent. It is not something to be trivialized.read more
Business naming is the hardest part of what we do. Aside from the creative challenges, there are three major hurdles we have to leap. For every name we present, there are, literally, dozens of candidates that never make the cut. The client never sees any of those.read more
If your brand cannot adapt to change, you could end up burning cycles recovering what you lost instead of spending your time building on what you have. As Ben Franklin once put it, “An ounce of prevention is worth a pound of cure.”read more