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. As marketers, we take great care to promote our brands — online, on the air, in print. We’re strategic, creative, and purposeful. We want brand visibility and we work hard to get it — in […]

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Taglines: Your brand in shorthand

It’s hard to imagine Nike without “Just Do It.” Or Target without “Expect More. Pay Less.” But for every “What Happens Here, Stays Here,” there are hundreds of taglines few remember. So what, exactly, is a tagline and why do we have them? A tagline is a succinct statement of your brand position, a phrase […]

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Marketing in a Tough Economy

There’s no question about it. Times are tough. The economy is taking its toll on businesses large and small, which means it’s time to redouble your marketing efforts to stay competitive in your industry. In an effort to help, we’re presenting eight marketing truisms to help boost your marketing in a tough economy — or […]

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Focus on Marketing Fundamentals

It’s always a smart decision to periodically review the fundamentals of your marketing strategy. Focusing on the fundamentals makes especially good sense in today’s challenging economic climate when every organization is striving to do more with less. By answering three basic questions you can ensure that your organization is poised for growth.

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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 […]

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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? Whether or not you have a formal internal marketing […]

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Writing an RFP: 7 Guidelines for Greatness

Many organizations overlook the opportunity the RFP presents, hurriedly creating a “good enough” piece that’s neither clear, nor particularly compelling. Others approach the RFP with dread, repurposing an existing document rather than rethinking the process, the requirements, and the schedule. Here are seven guidelines to help you create a great RFP, in other words, a “Really Fine Publication.”

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How do you build consensus for creative work?

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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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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Marketing Campaign Themes

Product launches. Social media promotions. Tradeshow exhibits. Fundraising campaigns. Annual reports. Employee communications. 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 […]

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