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• Rebranding: the bad, the ugly and the good

  The Bad In this time of tightened wallets, sales are down and companies are looking for answers. Rebranding may help, but it should never be done without inspired purpose, an executable vision and total commitment. Uninspired changes are a fruitless expenditure... Posted Feb 08 2010, 04:11 PM by Will Shepler - Team Manager with | with no comments Marketing, Branding

• How evaluation helped Hallmark evolve

  Back in the late 1990s when sending e-cards took off, Hallmark, king of the greeting cards, was faced with a difficult decision: let other companies rule the online space with free e-cards or enter into the space itself. Would such a move devalue its... Posted Aug 31 2009, 03:05 PM by Jason Alloy - Team Manager with | with no comments Interactive/Online, Branding, Media Planning, Technology

• Small time

  The popular saying, "God is in the details" emphasizes the importance of being meticulous. But in the process, we sometimes forget to step back and look at the big picture. Often, it's the most obvious thing that gets missed. When designing... Posted Jun 15 2009, 02:48 PM by Armand Kerechuk - Art Director with | with no comments Marketing, Creative, Branding, Production

• Moms on FB!

  Yep, that’s right. My Mom has officially joined the millions on Facebook, and she loves it. This really shouldn’t be a surprise, as the fastest growing demo on FB is women, 55+. It’s pretty amazing that someone who survived WWII, witnessed the birth of... Posted May 19 2009, 04:54 PM by Harvey Kaner - Account Management with | with no comments Interactive/Online, Branding, Social Media

• Does sex sell?

  Yes and no. Sex doesn’t sell when it’s used as a cheap trick to grab attention but has nothing to do with the product. This was the case with a recent fast food commercial that showed a sexy woman devouring a burger in an orgy of bites, drips and slurps... Posted May 19 2009, 04:29 PM by Howie Cohen - Messaging with | with no comments Marketing, Creative, Advertising, Branding

• Can you make the logo BIGGER?

  We’ve all heard it. There are even several spoofs about it on YouTube. But making the logo bigger isn’t a branding strategy. It’s just a logo — not a way to get into the hearts and minds of today’s fragmented consumers who need to be engaged with your... Posted Jan 30 2009, 11:40 AM by Amber Bryan - Account Management with | with no comments Creative, Advertising, Branding

• Courage: A new year’s resolution

  Brand Confusion is a big scary guy with a hockey mask and set of nunchucks — and he’s waiting for you. You cannot see this villain, but he is standing squarely between your brand and your target market. He thrives when companies imitate the brand messaging... Posted Dec 19 2008, 12:11 PM by Maria Brenner - Video Production Specialist with | with no comments Branding

• Perk up and perk often

  Want to save time? Interested in getting first dibs on exclusive fashions? Need free parking at the big game? Many companies are betting consumers will undoubtedly and enthusiastically answer "yes" to these questions, as the trend of giving... Posted Oct 17 2008, 02:27 PM by Jason Alloy - Team Manager with | with no comments Branding, Promotions

• How do you spell results?

  We're all familiar with the traditional ways to measure marketing success from sales reports to phone inquiries to website visits. But here’s another measure reported to us by our City of Hope client. In a recent local Spelling Bee, a precocious little... Posted Oct 17 2008, 02:17 PM by Howie Cohen - Messaging with | with no comments Branding, Research

• Read about an emerging market... overlooked or over the top?

  The ultimate in luxury, design and fashion may soon be seen in more places than just Miami's Ocean Boulevard or one of Paris' flashy catwalks. Would you believe the elite may soon be gathering in a Burger King or that the hippest outfits might... Posted Jun 17 2008, 06:01 PM by Jason Alloy - Team Manager with | with no comments Marketing, Branding

• Does your company have an "innovation statement"?

  Companies use positioning statements as a guide to help them differentiate themselves in the marketplace. But now there's a need for another type of statement: the Innovation Statement.... Posted Nov 01 2006, 01:00 PM by Joe Phelps - CEO with | with no comments Branding

• Linking brand equity to stock equity

  In today's shareholder-driven world, where meeting or beating quarterly expectations is a constant consideration, what role can the somewhat nebulous brand play? As it turns out, while the brand may be hard to touch, its effect on stock equity can be seen, measured and influenced. Our white paper, "Linking Brand Equity to Stock Equity," gathers the evidence and opinions to show how an investment in the brand is a good thing for shareholders.... Posted Nov 08 2004, 06:23 AM by Ed Chambliss - Account Management with | with no comments Branding

• Breaking out of the category culture

  Why do most diet ads tend to look like other diet ads? For the same reason that skincare ads look like skincare ads and car ads look like car ads. They're slaves to the "Category Culture." It's a blinding belief that "Our category is different from all other categories, and things should look and feel a certain way."... Posted Nov 07 2004, 06:17 PM by Howie Cohen - Messaging with | with no comments Advertising, Branding

• Ad-itude

  An ad ain't nothin' if it ain't got no ad-itude. What is ad-itude and why is it so important?... Posted Sep 15 2004, 06:13 AM by Howie Cohen - Messaging with | with no comments Advertising, Branding

• Brand building

  Why have your customers chosen you? Chances are it's because of your brand. ... Posted Jan 23 2002, 04:52 PM by Joe Phelps - CEO with | with no comments Branding