Quick tips: How to craft a great value proposition

A value proposition is a key element of a company or product's message. A value prop is a brief statement that concisely and powerfully communicates a company or product's benefit to its customers/users in a broad, holistic manner. A quick…

2021 Trends

2020 was a difficult year for the US and the world. Between the health, societal, and business impacts of COVID19 to the social justice related unrest to a particularly divisive election season, business was upended and disrupted in unprecedented…

COVID sneaks into advertising

As the COVID19 pandemic has persisted and its impact on our lives is becoming more entrenched, that impact is showing up everywhere, including in advertising. This KFC ad makes a very subtle nod to the way parenting has changed in the pandemic,…

Stay the course: Brand management during the coronavirus crisis

During this time of rapid change, volatility, and uncertainty, many businesses and professionals may feel a desire to update their brand presence to fit current conditions. But if I had to summarize my advice in one phrase, it would be stay…
Chess board and pieces

How to Stand Out From the Competition in 2020

Today’s red-hot economy means both unprecedented opportunity and stiff competition. Failing to fully evaluate your company’s external environment leaves you open to significant risk.
Website design mockup

Don’t Leave Copy Out of Your Website Redesign

Building a new website without solid brand messaging is like building a house on a cracked foundation: It’s beautiful on the outside, but its most basic structural problems will eventually wreak havoc if they’re not addressed.
Several light bulbs with one lit

What Creates an Iconic Brand?

The internet and social media have created unprecedented opportunities for companies of all sizes to build and grow their brands. But what makes an iconic brand?
a fake mustache, nose and eyeglasses on a rustic blue wooden surface

Vanity vs. Valuable: Are You Looking at the Right Metrics?

If you’ve been thinking about marketing ROI, you’ve probably heard the term before: vanity metric. But what does it really mean, and does it have any value?
Business team meeting for planning or marketing strategy or brainstorming

The Ideal Engagement: Marketing Your Entire Brand

New and established brands can benefit from the ideal engagement—an integrated approach that considers the brand as a whole and tailors the marketing strategy accordingly from start to finish.