Branding strategy is an organization’s promise to its marketplace, a promise which includes the actual product as well as how that product is delivered to the customer. A strong brand leads to a visible, creditable, and profitable business.
Consumer awareness—how a brand is perceived within its marketplace—is crucial to branding strategy. Building consumer awareness helps the [...]

Writing copy that is inviting to readers is vital when crafting any marketing piece. Today’s readers are content scanners. Utilizing the following tips will help make both print and web content more reader-friendly.
Short sentences. Short sentences are easier to comprehend and have more impact. They also make it easier for a reader to quickly move [...]

Every great brand evokes some sort of emotion from consumers. Brands spend millions to achieve this passionate connection between themselves and their audience. Carefully crafted campaigns, stunning visual graphics, catchy tag lines, and the promise of satisfaction all contribute to the emotional punch behind our favorite brands.
How do you arrive at the one element of [...]

When selling a commodity, whether it be insurance, lumber, or apples, branding strategy is more important then ever. Most times, when consumers are making a commodity-based purchase, they are looking at price, convenience, and not much else. How do you shine above the overcrowded marketplace of businesses willing to undercut you to gain a customer? [...]

The recession has been bad for just about everyone. For some it has meant slowing sales and for others it has meant an end to a business. As the economy moves forward and we recover, how do we do business in a new and different marketplace?
For those businesses that have weathered the storm, there is [...]

Complicated brands often need to be architected to be understood. If an organization has more than one brand or one brand with several sub-brands, they must be organized in a way that each portion of the brand maintains scalability, yet remain associated with the parent brand. There are three prevalent ways to structure a brand’s [...]

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 [...]