Most companies would begin to build their brand with a visual identity. But how successful can a visual brand be without a strong foundation? The unique selling proposition (USP) is the foothold of that foundation—the place where all brands begin.
Your USP defines your competitive advantage. It is the one thing that makes your product or [...]

No Web site can live for ever.
Having an up-to-date Web site is an important element of any organization’s brand and identity. Experts say that the average shelf life of a Web site is two or three years.  In that time, many of the ways we do business change and we need to change with [...]

Only 1 out of 5 people who read a headline read the body copy.
Whether we are writing for print or for the Web; a brochure or an advertisement; an article or a report; or a memo or an e-mail—we are sharing information with others. How do you ensure your writing is in the 20 [...]

Concord, Massachusetts—ADAMS is pleased to announce the completion of a re-branding effort for APC Wireless, a  company that provides technology solutions for wireless device manufacturers and wireless service providers. ADAMS provided re-branding components including positioning, naming studies and exercises, corporate messaging, and  content development. APC, who serves several large companies within the wireless device market, [...]

Newton, Massachusetts—ADAMS is pleased to announce the completion of the Alliance Companies re-branding. The fulfillment of Alliance’s website (www.thealliancecompany.com) is the final step in evolving the company’s brand to reflect their maturity as a provider of credit card portfolio services. For their new website, ADAMS provided the Alliance Companies with communications services including design, copywriting, [...]

Concord Massachusetts—ADAMS is pleased to announce the successful completion of a company-wide re-branding effort for Andover Medical, Inc. (AMI). On the heels of their first Initial Public Offering, AMI called on ADAMS to reposition their brand. After investigating AMI and their evolving industry, ADAMS was able to furnish AMI with accurate and compelling verbal positioning [...]

Successful marketing always begins with a good understanding of customers and markets, as well as marketing metrics, established benchmarks for success.
All too often, organizations spend their time and energy planning and executing communications strategies without acknowledging the needs of their clients, their market’s trends or the efficacy of their efforts.
Technology has not only created more [...]

Concord, Massachusetts—ADAMS is pleased to announce the completion of the Sallop Insurance Agency’s new corporate website (www.sallop.com). The website, created to reflect Sallop’s established brand identity, gives further insights into the organization and their leadership providing risk mitigation services to the healthcare and real estate industries. ADAMS developed Sallop’s identity focusing on their strength as [...]

Tips on writing for the Web
The growing popularity of the Internet has presented writers with new challenges. Studies show the pace of reading on the screen is 25% slower and the average attention span of the Internet reader is decreasing. With most businesses using their Web site and email as important forms of communication, new [...]

Newton Massachusetts—ADAMS is pleased to announce the completion of Baril Corporation’s corporate website (www.barilcorp.com). The website— translated into several languages— will serve Baril’s corporate marketing needs in the United States, Canada, and Europe. ADAMS provided Baril with communications services including design concepts, content development, and website programming. Prior to the website’s completion, ADAMS assisted Baril [...]