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    How to Create a Logo: Designers Give a Look Inside Their Process

    By Lindsay Kolowich

    logo-design

    Even though they're often just small images, logos carry a whole lot of meaning -- and designing one comes with a whole lot of responsibility, too. Logos are usually the most recognizable representation of a company or organization. And with more information available to the average consumer today, logos also have to quickly and effectively communicate on behalf of their brand.

    To tackle such a complex challenge, many brands choose to hire outside help. But for those of us who are brand new to the logo design process, working with freelancers to design a logo can be a challenge in itself.

    We thought it'd be interesting to talk to a few of ... Read More

    How to Write a Great Value Proposition [Infographic]

    By Lindsay Kolowich

    Your value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor. 

    It's also one of the most important conversion factors. A great value proposition could be the difference between losing a sale -- and closing it. 

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    Throwback Thursday: 7 Old Marketing Campaigns We Miss

    By Aubrey Blankenship

    If marketing were easy, every business would be successful. But it takes a lot of creativity, commitment, and an unprecedented knowledge of your customer base to truly get it right.

    Over the years, we have been impressed by many successful marketing campaigns, some of which we wish would make a comeback. The following are some of our favorite marketing campaigns in recent years and why we miss them.

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    11 Underdog Brands That Differentiated Themselves From the Competition

    By Kathryn Wheeler

    In 1938, a seemingly unimportant (and often overlooked) horse triumphed over the crowd favorite and expected winner, becoming a symbol of overcoming unbeatable odds. While the Great Depression clouded many dreams, the story of Seabiscuit’s unexpected victory against War Admiral resonated with Americans as a tale of hope and inspiration.

    Everyone wants to believe that they, too, are capable of rising against adversity; and with war, recession, inflation, and financial crisis as common causes for continuous anxiety, underdog stories- like Seabiscuit’s- hit home for many.

    Even though the underdog theme remains the same, each business has a story, and every business has a unique way of telling that story that truly resonates with its audience.

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    7 Boring Big Brands That Used Humor to Amp Up Their Marketing

    By Kim Speier

    It seems like everyone is trying to be funny in their marketing these days, but why? Well, it works. Humor is a way to sell your brand without outwardly selling something, and consumers certainly don’t want to feel like you’re taking money right out of their pockets. By appealing to a consumer’s emotions you’re able to engage them and make them remember you.

    You do have to be careful when using humor though; I don’t think we want to revisit the DiGiorno scandal around the #WhyIStayed campaign. It’s important to make sure that you understand your audience and how they are likely to respond so that nothing is taken offensively.

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    'Tis the Season of Giving: 6 Ways Companies Are Raising Money for Charities This Year

    By Rachel Sprung

    The holiday season is in full force -- which means planning for the coming year, holiday parties, and for many, giving back to charities meaningful to us. One study showed about 34% of all charitable giving is done in the last three months of the year.

    Here at HubSpot, we get into the holiday giving spirit through our annual charity auction, where employees can donate anything they want -- and they sure get creative. This year, our COO offered to lend out his Tesla for the day to one lucky bidder.

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    How to Develop a Strong Visual Brand on Social Media

    By Melanie Perkins

    The new world of marketing is increasingly visual. It's no coincidence that the newest and fastest-growing social networks on the web -- like Pinterest, Instagram, and Snapchat -- are focused primarily on visual content.

    So, how can marketers adapt to and leverage an increasingly visual social atmosphere? By

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    5 Quirks of the Human Brain Every Marketer Should Understand

    By Carter Bowles

    The human mind is an amazing instrument, but it certainly has its quirks and flaws.

    The technical term for these flaws? Cognitive biases, which means irrational thought patterns -- trade-offs of the human brain that worked well for us as cavemen, but don’t always work in our favor today.

    These brain quirks can seriously limit your marketing efforts, and even cause them to

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    9 Companies With Truly Inspiring Mission Statements

    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 suggest a specific restaurant whenever out-of-towners ask for suggestions?

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    How Colors Impact What We Purchase [Infographic]

    By Amanda Sibley

    Marketers have started focusing more and more on the design and layout of their content -- and it makes sense. Research shows that 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.

    But what if we're missing out on a simple way to increase our conversion rates, without creating any extra content?

    Read More
    The 10 Cutest Brand Mascots of All Time

    By Corey Eridon

    This post is full of gratuitous cuteness. Here's why.

    I'm looking into some flights to Ireland (I'm a sufferer of the most debilitating form of wanderlust), and I'm using the flight comparison engine Hipmunk to find a flight.

    I used to use a couple other ones, but the Hipmunk chipmunk is just so cute it's paralyzing.

    Read More
    What Every Marketer Should Know About Hiring a Freelance Designer

    By Katie Burke

    The old saying, “you never get a second chance to make a first impression” is certainly true when it comes to your brand. The pressure to make a great impression makes it incredibly important that each of your design touch points looks and feels remarkable to a first-time visitor. Maybe your company’s creative team is 20 people deep.

    Read More
    The 10 Commandments of DIY Marketing Design

    By Keith Frankel

    When we first posted a photo of our do-it-yourself design ebook cover on Facebook, one of our fans challenged us a bit on whether we really designed the cover ourselves by commenting, “I bet 1 million $ they hired someone to design that image.” Since I’m the guy who leads the creative services part of our Brand & Buzz team at HubSpot, I figured I would step out from behind the curtain and share the truth about how we go about designing our content.

    Read More
    5 Marketing Lessons from Harry Potter

    By Rachel Sprung

    harry potter books Since 1997, the Harry Potter books have been a big part of many of our lives. Whether you were someone who stood in line for hours to be the first to see a new movie or anxiously awaited a book release to find out if Harry Potter would finally defeat Voldemort, you have been a part of the Harry Potter revolution. But this story goes beyond a wizard in a magical world to a strategic approach that J.K. Rowling took when writing the books and marketing them.  So as the movie series comes to an end on Friday, think about the marketing lessons that can be learned from Harry Potter.

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    3 Reasons Why Marketers Get No Respect

    By Jeanne Hopkins

    Get No Respect

    The only person marketers have to blame when they get little to no respect is themselves. You can whine all you want about how your sales department doesn’t appreciate all the leads you get for them , how your boss is ignorant and doesn’t understand your strategies, or how finance shouldn’t question your expenses for a direct mail campaign. I’ve been in marketing for more than 20 years, and each time I feel I’m not getting the respect I deserve, I know it’s not “their” fault; it’s really mine.

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    12 Lessons from Nike to Help Build Brand Awareness

    By Colleen Coyne

    Nike is famous for creating commercials that make you want to jump out of your chair or off the couch and go do something . "It" to be specific. I was doing some research (I promise, boss) on the importance of preparation when I came across this Nike commercial for Nike.com.hk . It struck me that pretty much every two-word cue they include can be applied directly to inbound marketing. My ideas are below.  What do you think?

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    The 9 Worst Ways to Use LinkedIn for Business

    By Diana Urban

    Worst Ways to use LinkedIn for Business LinkedIn is a powerful social network to connect with industry professionals, especially for B2B. People use LinkedIn to connect with coworkers and industry peers, get business advice, and even find new jobs. It’s a great place for businesses to make relevant LinkedIn users aware of their brand. However, just like Facebook and Twitter , there are several common mistakes that companies make on LinkedIn.

    Read More

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