In our digital-centric world, the idea of actually printing ‘ink-on-paper’ can seem really antiquated or out of touch with what customers want. But the truth is, traditional marketing literature (or collateral) is still widely used in many customer journeys. Whether...
In my career I’ve had the opportunity to work with countless global brands, provided counsel and written many brand guidelines. Yet, I’ve encountered many organizations that fail to recognize the importance of creating brand standards—or they simply fail to implement...
In today’s world of brand marketing and the influence of social media, many companies looking for shortcuts in gaining visibility are relying on building relationships with ‘influencers’ or even celebrity endorsements. While this might seem like a great strategy to...
When it comes to brands and ‘branding’ there’s a great deal of confusion regarding what those terms actually mean, and are often misused interchangeably. For many business owners and entrepreneurs, the thought of branding is typically defined by marketing elements...
If you’ve worked with a PR consultant or agency and have participated in branding exercises, you’re familiar with the idea of creating a unique selling proposition (USP) and defining the unique ‘pillars’ that make your business different from the competition. This is...
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