A narrative is a story, or a spoken or written account of events. Building a brand narrative is the cornerstone of your brand strategy, built on information about your mission and values, your backstory and the results you want to…
Remember the good old days when as soon as your company hit a slippery patch, you nixed the marketing program because it was a “luxury?” It’s surprising how many execs still think that way. The truth is, without a marketing…
To maintain your company’s momentum in the marketplace, your brand needs to perform well at all times. Economic factors, publicity, online reviews, social media mentions, and the amount of advertising you do all impact the way your customers perceive the…
It’s easy for platforms like HootSuite and other syndication sites to predict that social media will still be relevant in 2020, because, of course, their business model depends on that being the case. But how relevant will social media marketing…
Discover how to build a brand positioning strategy that sets your company apart. It’s easy for marketers to talk ad nauseum about brand positioning, but many small- to medium-sized business owners simply have no idea what it means. You’re too…
Cyberspace is crammed full of generic advice on how to “drive customer engagement,” but what does it really mean and why does it matter to companies? The definition from HubSpot states: “Customer engagement is the ongoing interactions between company and…
Successfully rebranding a company is one of the most satisfying efforts we get involved with—and usually, this is true for our clients as well as our internal team. Like launching a rocket or delivering a baby, a new and very…
Your brand is only as strong as the energy you put into it. Achieving your branding goals requires the synchronization of multiple components to create a perception in your marketplace that drives your business forward. This requires a carefully-crafted brand…
A successful marketing strategy for your brand requires you to deliver the right message to the right people at the right time. To do so, companies need to identify what each of those “rights” is, and the three are intertwined…
Few brands can claim the meteoric rise to fame of Lady Gaga’s character in the newest version of “A Star is Born.” Most have to work long and hard to achieve any sort of status, and just like people, brands…