As technology advances, the world is getting smaller and smaller. It is now possible to reach global audiences with the click of a button and it seems that everyone is taking advantage of it.
So is going global as easy as having your website and brochure translated into a different language?
Not quite.
Communicating with a global audience [...]
Maintaining a strong visual and verbal presence is important for an organization to accurately communicate its brand. A logo should concisely communicate who the organization is and clearly depict its offerings. But what happens when it is time to make a change?
Transitioning to a new logo involves a strategic approach to maintain the integrity of [...]
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 [...]
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 [...]
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 [...]
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 [...]
Rarely does a circumstance present itself to cash in big. Often, when we come across a “golden opportunity” our prudence or lack of conviction prevents us from taking advantage of the favorable moment. In 1991, Bank of Boston’s stock price sank to one dollar. Well below book value, we all knew it was a steal. [...]