Resources

Ideas that engage, inspire and inform.

Welcome to our new resource center for sharing ideas. We made a commitment to constantly challenge ourselves to publish useful, relevant and entertaining content for our clients, prospects and professional colleagues. We invite you to look around, download any of our eBooks or articles and to watch our films and videos. We welcome your feedback and if you have requests for content on any other topics, please let us know.
 

So What’s Your Story?

Effective Brands Use Narrative to Engage Customers Hard facts and figures usually inform most of our day-to-day purchase decisions. Whatever’s faster, lighter, bigger, longer lasting, or less expensive usually wins our wallets. But when we’re looking at products or services that might show our values and beliefs to others, we often look for brands to […]

Uncommon Branding

Building a Brand that Separates You from the Crowd Exceptional brands draw deep loyalty and even fanaticism among their followers. They represent a perspective that touches upon an often unspoken value or belief—and provide the expression of that value or belief that an individual is proud to display or partake in. Think Apple, Tiffany, or […]

7 Steps to Building Your Brand

A Guide to Creating a Lasting Brand Once a term used almost exclusively in the marketing and advertising industry, branding is now a common term for everyone. And while branding is generally understood by anyone, what is far less known is how to actually build a brand. And even more scarce is knowledge of what […]

AIGA Design Census

The 2016 Design Census is partnership between AIGA and Google. It grew out of the annual AIGA Salary Survey and recognizes the need for open source data about designers, for designers. It is supported by numerous design organizations including IDSA, IXdA, SEGD and Ico-D, the NEA and many design schools. One statistic that came out […]

Cause Marketing eBook

Make the Case for Your Cause Often, non-profit organizations assume that the nobility and virtue of their causes are self-evident to everyone. As a result, they believe that they don’t need to have a strategic communications effort in place to attract attention. The fact is, making your cause noticed, supported, and ultimately an effective vehicle for […]

Branding for Associations eBook

Why Brand an Association? Many associations look at branding with skepticism. Why should a non-profit organization that serves a highly specialized audience need to brand itself? Shouldn’t its name be sufficient in letting people know what it’s about? First of all, it’s important to know what a brand really is. A brand is more than just a name or […]

Brand Design eBook

How do you want to be known? Where is your next big success? What competitive advantage can you sustain? What does the marketplace want? How much growth is possible? Success is no longer a given from simply working hard. Growth is not automatically sustainable because you did something right one time. Customers and clients are […]

Content Marketing for Lead Generation

Content Marketing for Lead Generation eBook

Lead generation is key to starting the sales process—but how can you leverage content to your advantage to begin a dialogue with prospects? Prospects and customers are more sophisticated than ever when it comes to marketing communications. They know when they’re being “marketed to” and can instantly access brand, product, or service information online that […]

WordPress eBook

WordPress eBook

Whether you’re a novice or a seasoned design professional, if you’re looking to build a website, you can’t go wrong with WordPress. WordPress is a content management system that serves as the foundation for millions of websites today. It’s the go-to choice for anyone who wants ease of use as well as powerful functionality. Why […]

Brand Positioning

Brand Positioning Evaluation eBook

Brand positioning is one of the most important steps in building a memorable brand. Determining the elements that go into a strong brand positioning statement, however, isn’t easy. You’ve probably already conducted a lot of research to gain a deeper understanding of the perceptions surrounding your brand. You’ve also sifted through this information to identify […]

Messaging

Messaging with One Voice eBook

Before you can start spreading the word about your brand, you need to learn what your brand messaging voice is. And determining that voice, if you want it to be an accurate reflection of what your organization is really about, requires identifying a number of key messaging components. These should be examples of values that […]

Brand Attraction

Brand Attraction eBook

Brand attraction: what is it? Brand attraction involves more than just having a particular preference—it’s a love affair. It’s a relationship that turns audiences into fierce advocates and lifelong evangelists for a brand. In other words, it’s the kind of relationship that every organization or company dreams of having with its customers. This eBook explores […]

Content Marketing eBook

Content Marketing eBook

Content marketing is embraced by more brands today as a standard pillar in their marketing arsenal. But just what is content marketing? Is it the same as social media? What does it look like? How long has it been around? What kind of value does it deliver? What is it? A helpful way to understand […]

Brand Clarity

Brand Clarity eBook

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. […]

Healthcare Marketing eBook

Healthcare is one of the most complex and challenging industries to market successfully today. The rapidly changing dynamics, policies, and infrastructures must be navigated with agility. However, there are a number of hard-and-fast elements that cannot be ignored and must be incorporated into any healthcare marketing plan. Whether it’s a large healthcare system, a local […]

Branding and Identity: An Overview Slide Presentation

Branding and identity: an overview of elements and principles Branding and identity are terms that are commonly tossed around in even casual conversation nowadays. But what exactly is branding? What can it do? What processes are involved in developing a brand? Do you know what it truly means? Contrary to popular belief, a brand isn’t […]

Online Reputation Management eBook

Your online reputation should be a top priority. It’s no surprise nowadays that your company’s online reputation is increasingly being defined by how your customers describe their experience with your products and services—especially in online channels and social media. People are 12 times more likely to listen to customer reviews than to your marketing messages. […]

Managing Creativity eBook

Creative team management Regardless of their job titles, your creative team members form the engine of your marketing 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 know how to get the most out of their […]

Destination Brand Building eBook

Destination Brand: Arriving at Better Solutions Developing a compelling destination 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 determining how a destination is marketed. In […]

Is Direct Mail Dead? eBook

Direct Mail: Does It Still Work? Direct mail has had a long history of success. But it’s interesting to see the disconnection between 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 […]

Branding for Independent Schools eBook

Tips for private and independent schools 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, a mission-driven culture, etc. Yet when it comes to developing—and creating consensus for—a brand persona, independent schools often face major challenges. […]

Higher Education Branding and Marketing eBook

Higher visibility in higher education In the early 1950’s, M&M’s was one of a dozen candy-coated 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 could have made the same claim, M&M’s was the very first […]

Unique Value Proposition Exercise

Find your Unique Value Proposition Do you know what sets your brand apart from your competitors? What benefit do you offer that no one else does? If you don’t know this, you’ll find it tough to be noticed in a crowded marketplace. Whether you’re a start-up or an established enterprise, identifying your Unique Value Proposition […]

Branding Essentials eBook

Branding isn’t just a marketing industry term—it’s part of popular culture Anything can have a brand nowadays. Celebrities, sports teams, and even political leaders all tout their brands. 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 to remember […]

Branding for Banks eBook

Is Branding for Banks Really that Important? Ask a bank CEO to choose between budgeting hundreds of thousands of dollars for branding and hiring several new business development officers, and he or she will always go for the latter. Most bankers typically believe that their success is built exclusively on personal contact—there’s no way success […]

Positioning eBook

Positioning for better branding Before your ad, social media campaign, or website sees the light of day, there’s one that has to be set in stone. Your company or organizational positioning is the foundation for any marketing communications. It establishes what you do, who you serve, and what makes you unique—all things that define your […]

10 Steps to Successful Direct Marketing eBook

Direct marketing tips for better results Believe it or not, direct marketing/mail is still a highly effective channel for engaging prospects and customers. Direct mail is tangible, tough to ignore, and, as a result, often provides a better opportunity for engagement and exploration than email or other forms of digital marketing. However, there is a […]

Scheduling Projects for Marketing Communications eBook

Scheduling Projects: A Quick Reference Guide If your responsibilities include scheduling projects and/or trafficking for advertising, direct mail, broadcast, and other marketing communications, your work life is driven by launch dates, deadlines, and milestones. Some projects may only take a week or two while others might stretch out for months. Planning timetables and monitoring dozens […]

10 Marketing Tips for a Down Economy eBook

Smart marketing tips for keeping customers and prospects engaged with clients When economic conditions are tough for clients, panic can easily set in. The first step is almost always to look for places to slash costs—and a shortsighted approach usually targets marketing budgets and programs. Before clients overreact, their marketing and branding partners can calm […]

The Art of the Animated TV Spot Short Film

A look at the making of an animated TV spot A few years ago, we created an animated TV spot for our long-time client Patient First. The process was so fun and interesting that we made a short film on the process. It shows how the spot advanced from animatic to casting, then to live […]