The World Wide Web has changed the way we do business. Only 20 years ago, few could have envisioned this technology would have such an impact on the way businesses communicate with each other, their customers, their investors, and their vendors. Most organizations now have a Web site and if they don’t, they are considering [...]

Rebranding. Today I read of a firm completing their rebranding. Did the firm actually rebrand or did they hire a graphic designer to change the logo and graphic styling? The look is not the brand. A brand is an organization’s promise to its marketplace. Did this company completely transform their business when developing a new [...]

When it comes to branding, often the message and the delivery get confused. The message is singular—the brand’s unique selling proposition. In other words, what the brand has to offer its marketplace and how it differs from the competition. The delivery is multi-fold. A combination of where, when, why and to whom the message is [...]

Concord, Massachusetts—ADAMS is pleased to announce it has recently completed brand strategy and development for iJoin—an enterprise who serves the defined contribution plan industry through patent-pending, web-based, mobile technology. To prepare iJoin for a successful launch, ADAMS developed naming, positioning, corporate messaging, logo and corporate identity, a sales presentation, and mobile device interface.
ADAMS also completed [...]

For most companies, branding strategy is carefully architected through the graphic look and verbal style of the corporate messaging. Organizations invest so many resources on this “planned” branding strategy, that they fail to recognize the brand’s most important component—its people.
Whether they are an asset or a detriment, employees are just as important to an organization’s [...]

My first rule of management is to seek and eliminate the insanity. An enterprise will not survive if it fails to do so. Seems pretty logical doesn’t it? But, I look all around and see repeated examples of insanity. We all realize the world continuously evolves and changes. Years ago, I learned business practices and [...]

Sometimes calling an apple, “an apple” is one of the hardest milestones for a company to meet. After all, the Granny Smith/Macintosh/Red Delicious hybrid (commonly referred to as the “GSMR Delish”) is indeed just an apple to hungry consumers. It may be the best tasting and crunchiest apple, but to its audience it is still [...]

A logo is the first visual communication of a brand. A brand, or an organization’s promise to their marketplace, is how customers and potential customers identify and compare an enterprise to its competition. What happens when a logo does not accurately represent its brand?
Business has changed dramatically in the past twenty years. While a company’s [...]

Often the first impression, an organization’s online brand may be more visible than its print brand. People turn to the Web to research, compare, find locations or directions, and purchase. To send a consistent message, an organization’s online brand, or promise, should remain consistent with its printed and verbal communications.
Many organizations fail to designate a [...]

Your name ties into everything your business does. The anchor of your brand, your name can be your most valuable asset. When customers hear or see your name, it evokes an emotional response that influences their buying decision.
However, companies are sometimes not satisfied with what their name conveys about their business. Yet, they are afraid [...]