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Branding Blog Posts

Marketing / August 19, 2016 7 of the Coolest Experiential Marketing Campaigns We've Ever Seen
7 of the Coolest Experiential Marketing Campaigns We've Ever Seen

By Amanda Zantal-Wiener

Experiential_Marketing.jpg

Work events are really hit or miss. Let’s be honest: How many times have you found yourself anxiously fidgeting with a paper napkin in the corner of a stuffy networking happy hour?

That’s why I was not only relieved, but also surprised and delighted, when I attended a holiday party that featured a live, interactive version of an arcade game. An entire room had been curated to look like a video game setting, and people were dressed up as characters from it. There was a giant, real-life scoreboard, boppy electronic music, and best of all, there was no tedious small talk.

It wasn’t just another tired work event ... it was an ... Read More

Marketing / June 27, 2016 The Ultimate Guide to Social & PR Branding [Free Toolkit]
The Ultimate Guide to Social & PR Branding [Free Toolkit]

By Ellen Bartolino

Every brand has a story, but great brands that know how to tell that story well. Whether you're selling coffee, bookcases, or enterprise software, the reality is that the competition is higher than ever before.

Having a compelling brand story is key, but remember: your story is more complicated than just words. Your brand story is communicated through visual identity, tone of voice, PR, and social media channels.

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Marketing / June 24, 2016 How to Write a Great Email Signature: 9 Tips With Real Examples
How to Write a Great Email Signature: 9 Tips With Real Examples

By Lindsay Kolowich

The average office worker sends 40 emails per day. That's 40 opportunities to market yourself and your business in those individual emails you send, every single day.

A lot of people treat their email signatures like an afterthought, which makes for a real missed opportunity. Those signatures are a chance for you to make it clear who you are, make it easy for people to reach you, and give people a place to go to find out more -- either about you, about your business, or about something you're working on. Download our free email productivity guide here for even more time-saving  email management tips. 

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Marketing / June 2, 2016 Beyond .COM, .ORG & .NET: A Beginner's Guide to Brand Top-Level Domains
Beyond .COM, .ORG & .NET: A Beginner's Guide to Brand Top-Level Domains

By Peter LaMantia

For marketers, the domain name system (DNS) can be a little tricky to navigate.

If you've ever been tasked with buying a domain name, you've probably heard of terms like hyper text transfer protocol, subdomains, top-level domains, and more. Now, whether or not you remember the function of each part is an entirely different story ...

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Marketing / April 22, 2016 There's a Problem With Brand Identity: What Marketers Really Think About Brand Experience [Infographic]
There's a Problem With Brand Identity: What Marketers Really Think About Brand Experience [Infographic]

By Lindsay Kolowich

Many organizations know that building a brand identity is critical for any business. That brand identity includes what your brand says and what its values are. But how many of these organizations actually deliver on their brand promise?

Not nearly enough, according to a study on brand experience by Brandworkz and CIM. The study surveyed 2,200 marketing leaders all over the world about the challenges, opportunities, and best practices for aligning brand promise and customer experience.

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Marketing / March 29, 2016 Koozies, Spatulas & Guacamole Bowls: 12 Pieces of Presidential Campaign Swag You've Got to See
Koozies, Spatulas & Guacamole Bowls: 12 Pieces of Presidential Campaign Swag You've Got to See

By Erik Devaney

Pens, t-shirts, water bottles, baseball caps, lanyards ... so many lanyards.

Welcome to the wonderful world of swag, where -- in a tremendous display of humanity's technological prowess -- we prove that we can stamp a logo or catchphrase on just about anything.

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Marketing / March 18, 2016 Converse, Old Spice & More: 6 Famous Brands That Made Inspiring Comebacks
Converse, Old Spice & More: 6 Famous Brands That Made Inspiring Comebacks

By Erik Devaney

Consumer sentiment for a brand is like a fire. During the good times, it's a roaring campfire, emanating heat and light and making everybody around it happy. During the bad times, it's the flickering flame of a candle, barely shining through the darkness. And during the really bad times, the fire is roaring once again ... but only because everything is burning to the ground.

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Marketing / March 8, 2016 8 Examples of Successful Co-Branding Partnerships (And Why They're So Great)
8 Examples of Successful Co-Branding Partnerships (And Why They're So Great)

By Lindsay Kolowich

Anyone remember Dr. Pepper-flavored lip gloss from Lip Smackers?

I'd venture a guess that many of you do, whether it was a staple of your own childhood or that of a loved one's.

There's something brilliant and memorable about that co-branded product: It's fun, unexpected, and involves a classic and timeless brand that's helped the flavor remain popular all the way from 1975 to present day.

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Marketing / February 24, 2016 How to Create Online Surveys People Will Actually Take [Infographic]
How to Create Online Surveys People Will Actually Take [Infographic]

By Carly Stec

Even a goldfish can pay attention for longer than most people can nowadays. The ever-decreasing human attention span is one of the the biggest challenges marketers are faced with today.

For those looking to conduct market research through surveys, the fight for our audience's attention can seem incredibly discouraging.

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Marketing / January 19, 2016 What Is Co-Marketing? A Guide to Co-Branding Marketing Campaigns
What Is Co-Marketing? A Guide to Co-Branding Marketing Campaigns

By Amanda Sibley

As marketers, we are always looking for new ways to get more bang for our buck. Co-marketing allows two or more companies to work on a project together, doing less work for more reward. Who doesn't want that? 

So to help get you started, we've collected a ton of tips and tricks below for creating a successful co-marketing campaign and relationship, from start to finish. 

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Marketing / January 7, 2016 How to Choose the Perfect Fonts for Every Project: A Detailed Guide [Infographic]
How to Choose the Perfect Fonts for Every Project: A Detailed Guide [Infographic]

By Lindsay Kolowich

When it comes to delighting people with design, details matter -- a lot. The fonts you choose every time you lay out an email, an ebook, or an image for social media end up giving your marketing a polish that makes a big difference.

Trouble is, with so many options to choose from, finding the right one isn't always as obvious as we'd like it to be. Thankfully, there are a few guiding principles out there to simplify the selection process.

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Marketing / January 6, 2016 How to Disrupt the Fashion Industry: Inside Everlane’s Branding & Growth Strategy [Podcast]
How to Disrupt the Fashion Industry: Inside Everlane’s Branding & Growth Strategy [Podcast]

By Ginny Mineo

Everlane isn't like many other contemporary fashion brands.

While others' pricing and supply chain information is shrouded in mystery, Everlane's is completely transparent. On their website, you can see exactly how much money it takes to produce each of their products -- and how much money they're profiting. The fashion startup even devotes a whole section of the website to showcase detailed information and photos of their factories. 

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Marketing / December 29, 2015 12 Warning Signs Your Website Redesign Could End In Catastrophe
12 Warning Signs Your Website Redesign Could End In Catastrophe

By Lisa Isbell

When the time finally comes to tackle a website redesign, it's difficult to contain the excitement. There are so many things you just can't wait to have put into place! Then come the first steps to making it all happen.

Excitement turns to fear and trepidation as you try to craft a plan and put together the resources to turn all of your lofty ideas into reality. Suddenly it begins to seem more and more like a home construction project: lots of advice from many sources; warnings about rip-offs, scams and slick tactics; choices for things that could go into, on and throughout your new website; decisions about who should do what, how long it should take, and how much it should cost. Finally, you're lost in so many details that you're not sure where to start.

Here are the most common red flags that your website redesign is not on the path to providing value and what you can do to avoid them.    

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Marketing / December 28, 2015 How to Build Your Brand With Instagram: 4 Tried-and-True Tips
How to Build Your Brand With Instagram: 4 Tried-and-True Tips

By Nathan Chan

Instagram is a platform that has demonstrated tremendous growth. In fact, the Instagram community grew to over 400 million users this past year. 

Despite its impressive reach, many business owners are still overlooking its marketing potential. As a result, they're leaving high levels of engagement, brand awareness, and even profit on the table. 

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Marketing / December 14, 2015 18 Brilliant Examples of Holiday Marketing Campaigns
18 Brilliant Examples of Holiday Marketing Campaigns

By Lindsay Kolowich

Every holiday season, it's like the floodgates burst open: All of a sudden, there are holiday marketing campaigns everywhere. Every business is trying to cash in on the spending frenzy with emails, social media posts, television advertisements, and other related efforts.

While these campaigns can sometimes seem out of control, many brands out there actually do their holiday marketing very, very well.

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Marketing / November 25, 2015 Mo' Mustaches, Mo' Growth: The Rise of the Movember Movement [Podcast]
Mo' Mustaches, Mo' Growth: The Rise of the Movember Movement [Podcast]

By Ginny Mineo

It all began as a bet in a bar. 

Let's round up a group of people and see who can grow the best mustache in just 30 days.

Twelve years later, this bet has blossomed into Movember: More than five million people all over the world have joined the movement to raise awareness and funds to benefit men's health initiatives. 

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Marketing / November 19, 2015 Growth Secrets From Canva: How the Design Startup Acquires 30,000 New Users a Day [Podcast]
Growth Secrets From Canva: How the Design Startup Acquires 30,000 New Users a Day [Podcast]

By Ginny Mineo

Visual content: We all know we need it ... but many of us don't have the skills, tools, or knowledge of how to do it well. 

Since 2013, Canva's been on a mission to change that. Turns out, it's working. Two years after launching, the company has nearly seven million users, and it's growing by 30K users each week day.

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Marketing / November 13, 2015 How to Compete With Google: One Startup's Plan to Disrupt the #1 Search Engine in the World [Podcast]
How to Compete With Google: One Startup's Plan to Disrupt the #1 Search Engine in the World [Podcast]

By Ginny Mineo

If you were starting a business today, would you decide to go after one of the most monstrous companies in the world? 

Back in 2007, that's precisely what Gabriel Weinberg did. He founded the company DuckDuckGo -- a search engine that directly competes with Google.

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Marketing / November 8, 2015 Mastering Medium: How Today's Hottest Publishing Platform Rewards Quality Content & Conversation [Podcast]
Mastering Medium: How Today's Hottest Publishing Platform Rewards Quality Content & Conversation [Podcast]

By Ginny Mineo

It's not easy to get your company noticed these days. Attention spans are shorter, and companies are publishing more content than ever before.

So what should companies be doing to rise above the deluge of content online? 

The folks at Medium think they've found the answer.

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Marketing / October 26, 2015 The Marketer's Guide to Developing a Strong Corporate and Brand Identity
The Marketer's Guide to Developing a Strong Corporate and Brand Identity

By Lindsay Kolowich

Chances are, if someone mentions GoPro, you think of a super-sturdy camera for the adventurous.

Why's that? Because GoPro has done a good job defining its brand. Great brands like GoPro are easy to recognize. Their missions are clear, and they foster that customer loyalty all businesses crave.

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Marketing / October 16, 2015 How to Build a Website Style Guide: Lessons from Working on HubSpot.com
How to Build a Website Style Guide: Lessons from Working on HubSpot.com

By Annabeth Carroll

I’d been working on the HubSpot website for several months when the déjà vu struck.

My team and I were going over the initial wireframes for a new page. As always, we’d started the project with the noble goals of better branding, an improved user experience, and sleeker designs. And, as always, we had ended up debating the most minute details.

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Marketing / October 1, 2015 From eBay Side Project to Top Fashion Brand: An Interview With Nasty Gal's Founder [Podcast]
From eBay Side Project to Top Fashion Brand: An Interview With Nasty Gal's Founder [Podcast]

By Ginny Mineo

The year was 2006. Sophia Amoruso was sitting in her apartment in a bathrobe, putting together a vintage clothes store on eBay. She was the “one man band” behind Nasty Gal: finding the vintage clothes, styling the outfits, modeling them for product pictures, shipping her products to eager customers, and collecting feedback along the way.

Years later, Nasty Gal was generating $100 million in revenue, employing hundreds of employees in a swanky LA office, and selling clothes in both online and brick-and-mortar locations.

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Marketing / September 30, 2015 Almost Famous: The Business of Being a Celebrity Impersonator
Almost Famous: The Business of Being a Celebrity Impersonator

By Ginny Mineo

It was dark. To my left was Captain Jack Sparrow. To my right was the Wicked Witch of the West. Then, Marilyn Monroe appeared on stage.

That's all par for the course at The Sunburst Convention, an annual conference in Orlando, Florida for professional celebrity impersonators and lookalikes. Since 2003, people have attended this conference to make connections with fellow performers, book gigs, and hone their craft.

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Marketing / September 17, 2015 19 Online Review Sites for Collecting Business & Product Reviews
19 Online Review Sites for Collecting Business & Product Reviews

By Lindsay Kolowich

We (and the rest of the internet for the past decade) have already spent some time convincing you of the importance of acquiring online reviews for your business. So let's just assume you're sold on the benefits of having a bunch of people tout how awesome you are on the web.

That being said, it's not safe to assume we all know exactly where in the wide world of the web we can point those well wishers when they want to sing our praises.

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Marketing / August 21, 2015 20 Great Examples of PowerPoint Presentation Design
20 Great Examples of PowerPoint Presentation Design

By Carly Stec

We can all agree that, in most cases, there's more than one way of doing something.

For example, some people default to the "loop, swoop, and pull" method when they tie their shoes, while others swear by the "bunny ears" technique. Either way you swing it, your shoes get tied, right?

Trouble is, in some areas of life, different approaches don't always return the same results.

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Marketing / August 13, 2015 The Rise of Heady Topper: How a Cult Following Saved a Craft Brewery From Closing Shop
The Rise of Heady Topper: How a Cult Following Saved a Craft Brewery From Closing Shop

By Dave Gerhardt

"Bad news for craft beer lovers: The Alchemist is not going to reopen after all. The pub and brewery in Waterbury, Vt., were destroyed by Hurricane Irene in August. The owners, John and Jen Kimmich, had been planning to rebuild and reopen, but they have learned that insurance will not cover the losses in the basement, where the brewery was located."

That’s the lede from a 2011 story in The Boston Globe.

So how is The Alchemist featured on our most recent podcast about growth? Well, turns out that this wasn’t the end of The Alchemist after all.

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Marketing / August 10, 2015 10 SaaS Value Propositions You Wish You Had
10 SaaS Value Propositions You Wish You Had

By Ramona Sukhraj

You know what I love most about 80’s and 90’s sitcoms? The catchphrases. 

From Steve Urkel’s “Did I do that?” and Uncle Jesse’s “Have mercy,” to even the obscure Joey Russo’s “Whoa”, these gems have long outlived their alma maters and are often the first things we think of when the show or character comes to mind.

These catchphrases accomplish everything we as Marketers hope to accomplish with a value proposition. 

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Marketing / August 4, 2015 12 Truly Inspiring Company Vision and Mission Statement Examples
12 Truly Inspiring Company Vision and Mission Statement Examples

By Lindsay Kolowich

Where does customer loyalty come from?

Think about those brands that you purchase from over and over, even when there are cheaper options out there. Do you usually fly on a particular airline? Do you buy your coffee from the same place every morning? Do you recommend a specific restaurant whenever out-of-towners ask for suggestions?

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Marketing / July 29, 2015 13 Businesses With Brilliant Global Marketing Strategies
13 Businesses With Brilliant Global Marketing Strategies

By Hannah Fleishman

Thanks to the internet, global reach is no longer reserved for deep-pocketed brands, nor is it an incredible hassle for already over-burdened marketing managers.

In fact, a global presence is possible for any business with a creative strategy and an understanding of world markets. 

What is good global marketing?

To give you an idea of what a great global marketing strategy looks like, we've compiled a list of brands that totally "get it."

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Marketing / July 21, 2015 Rebranding Your Company? How NOT to Kill Your SEO in the Process
Rebranding Your Company? How NOT to Kill Your SEO in the Process

By Shareef Defrawi

Considering a rebrand? You’re probably aware that it will be no easy feat. On top of the soul searching, repositioning, creative, legal headaches and everything else that’s involved, you’re going to have Google to reckon with.

So much of the work we do in marketing is based on building brand recognition and online visibility – and when not done properly, transitioning to a new name and domain can put that all at risk.

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Marketing / June 26, 2015 12 of the Best Marketing and Advertising Campaigns of All Time
12 of the Best Marketing and Advertising Campaigns of All Time

By Lindsay Kolowich

I’ve always been a little leery of proclaiming anything "the best." I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them.

So it was a little difficult for me to come up with just one "best" marketing campaign of all time -- which is why there are 12 in this post instead.

Why are these 12 marketing campaigns some of the best of all time?

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Marketing / June 19, 2015 11 Tips to Help Improve Your Brand's Communication Strategy
11 Tips to Help Improve Your Brand's Communication Strategy

By Meaghan Moraes

As marketers, we strive to communicate with consumers in the ways that they prefer. In fact, marketing is becoming increasingly consumer-driven. For example, with the rise of social media marketing, brands can communicate directly with their customers to develop products that sell, and consumers essentially become product “co-creators.” Today, 80% of online content is user-generated, and content will increasingly come from a customer’s peers. Marketers need advocates buzzing about their products as people increasingly receive information about brands from their social connections.

The big question is: How does a company acquire brand evangelists? Here, we’ll discuss how much an authentic, humanized brand voice matters in your quest to get people raving about you to all of their friends – not to mention form long-lasting brand-customer relationships built on a solid foundation of trust. Here are 11 key tips to help improve the way your brand communicates with consumers.

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Marketing / April 24, 2015 How Celebrities Market Themselves: Inside Jordin Sparks' Rebranding Campaign
How Celebrities Market Themselves: Inside Jordin Sparks' Rebranding Campaign

By Lindsay Kolowich

Musical artists don't become famous just because their music is good. (Just watch Katy Perry's lip-sync malfunction at the NRJ Music Awards and you'll see my point.) Believe it or not, pop stars have to market themselves just like we have to market our businesses.

And often, artists will hire entire marketing teams to do this, especially those trying to build their brand or rebrand entirely.

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Marketing / April 23, 2015 Humanizing Your Brand: 8 Tips for Making Your Voice Real (and Heard)
Humanizing Your Brand: 8 Tips for Making Your Voice Real (and Heard)

By Danielle Irigoyen

What’s the one thing business owners and their employees, partners and even customers all have in common? Well, at the most basic level, they’re all human.  So why is it sometimes so challenging for businesses to showcase this in their marketing efforts? 

Perhaps some people don’t want to show any biases that might deter any potential leads. Perhaps some may want to present themselves as strictly professional. Others may not care about their tone at all, but would rather focus on finding the right keywords to implement throughout their platforms. Some may not even realize just how robotic their brand’s voice really is.

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Marketing / April 20, 2015 Marijuana Marketing: Can the Blossoming Cannabis Industry Overcome 'Stoner' Stereotypes?
Marijuana Marketing: Can the Blossoming Cannabis Industry Overcome 'Stoner' Stereotypes?

By Erik Devaney

Marijuana smokers. Pot heads. Stoners. They’re a bunch of dirty hippies, right? 

And boy are they lazy! These “pot smokers" live in their moms' basements. No job. No routine. Ok, maybe they have a routine, but that routine consists of getting stoned, giggling, eating Funyuns, and doing it all over again.

That, my friends, is the “stoner" stigma; the stereotype that people who use marijuana are dirty, lazy, stupid, or otherwise unsavory.

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Marketing / February 23, 2015 Gap, Starbucks, Vodafone & Airbnb: 4 Important Lessons From Famous Rebrands
Gap, Starbucks, Vodafone & Airbnb: 4 Important Lessons From Famous Rebrands

By Erik Devaney

If you've ever been part of a company or worked on a product that's undergone a rebrand, you know how absolutely crazy it can be.

From establishing goals, to iterating on designs, to actually implementing your branding changes on your website and across all of your marketing channels, it’s a lot of work.

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Marketing / February 11, 2015 How to Build a Loyal Audience Online [Infographic]
How to Build a Loyal Audience Online [Infographic]

By Lindsay Kolowich

Although marketers all wish the whole "if you build it, they will come" approach worked, we know that building a following requires more effort than simply hitting "Publish." Organically attracting a loyal audience of fans and brand advocates is more of a slow, steady process, but it's one that pays off over time.

So what steps need to be taken to actually grow that loyal audience?

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