One quality of effective branding strategy is a brand’s visibility within its marketplace. A brand must be accessible to its marketplace therefore be visible. Maintaining a visible brand is important not only for potential customers, but existing customers as well. Consumers need to be constantly reminded of the brand so it remains top-of-mind when it [...]

In today’s society, we are bombarded with messages. Some are invited, messages we want to/have to read or watch, but the majority are unsolicited, forced upon us around invited messages.
Nobody wants to read long copy. Especially in a marketing piece.
Since most people receive more than 2,000 unsolicited messages a day, sending a brief message as [...]

There is a lot to be learned about our current economic climate through an inside look at the perspectives of regional business owners. To provide you with this valuable insight, ADAMS and The Board Forum have conducted two surveys (March 2009 and June 2009) of New England and New York businesses – ranging from private [...]

A Web site’s keyword strategy is an important part of the organization’s overall branding strategy. Most companies work extremely hard to articulate their branding strategy and their position within their marketplace and carefully extend that work throughout their marketing collateral and Web site content.
However, the portion of a Web site seen by web users is [...]

When it is time to position products and services, organizations often do not know where to begin. The most obvious starting point is  the branding strategy, but once the new product or service has been aligned with the brand, is there a logical next step?
Consider the audience and how the product or service will serve [...]

We measure a CEO’s performance on profitability, return on equity, and share price. But while striving to achieve these milestones, the brand is often overlooked.
Some of the most successful brands are founded on the vision of a CEO who understands the importance of sending a powerful and consistent message to the marketplace.
John Hancock. CEO, David [...]

A brand is more than just logo and corporate stationary. It is intertwined within the entire organization—from how employees answer the phone to how the stationary is designed to the style and tone of the emails that are sent. An organization’s long-term business plan is no exception—the backbone of the plan should include the plans [...]

People always say that summer marketing campaigns are not worth it because so many people are on vacation and attitudes toward business change during the slower summer months. But what if this very reason not to send communications could be used to your benefit.
Lets look at the two main reasons why experts say it is [...]

Did you know the average person receives over 700 messages a day? Since there is no possible way for us to devote the same level of attention to each of these messages, we are drawn to the messages that mean something to us. Those that are relevant and may meet a current or future need.
A [...]

General Motors needs to focus as much on repositioning their brand as they need to rescue themselves from bankruptcy. GM has become a company of disparate brands. The apparent rationale behind the brand structure appears to be an attempt to cover all possible markets. This please all mentality has resulted in General Motors failing to [...]