by George Rafeedie | Jun 5, 2015 | Brand Strategy, Brand Trends, Content Marketing
A lot has been said about purpose-driven branding the past several years, and for good reason. Roy Spence’s book “It’s Not What You Sell, It’s What You Stand For” said it best, “Without a purpose that improves peoples’ lives…organizations will struggle.” Companies...
by Alex Valderrama | Jun 1, 2015 | Brand Fun, Brand Launch, Brand Strategy, Brand Trends, Content Marketing, Start-up, Videos
Animated videos are an excellent way to capture your customer’s attention. They can be used to support a new brand launch and communicate a sometimes complex offer in a very simple way. A recent report by Cisco’s Visual Networking Index indicates that...
by Alex Valderrama | Dec 30, 2014 | Brand Launch, Brand Strategy, Brand Trends, Content Marketing, Entertainment, Healthcare, Hospitality, Retail, Start-up, Technology
Written by Alex Valderrama, Founder and Principal of Cranium Agency Today we will cover the initial steps necessary to begin positioning your new brand. Although our focus will be on new a brand launch, this exercise can also be used for existing brands with the goal...
by Alex Valderrama | Nov 4, 2014 | Brand Strategy, Brand Trends, Content Marketing, Digital Branding
Written by Alex Valderrama, Founder and Principal of Cranium Agency We often speak about “differentiators” when defining a brand. In branding terms, a differentiator defines what brand qualities separate your brand from your competitor’s brand. While...
by Casey Demchak | Oct 12, 2014 | Brand Strategy, Brand Trends, Content Marketing
It’s a copywriting mistake I’ve seen many times and it can really hurt your brand image. The problem is marketing copy that is not crafted in the right conversational style. It’s either too stiff and formal or too overblown with hype. Neither of these options is good....
by George Stenitzer | Aug 16, 2014 | Brand Strategy, Content Marketing, Digital Branding
Guru, guide, partner or helper? In the eyes of customers, does your content appear to come from a guru, guide, partner or helper? Ask that key question as you develop brand and content marketing strategies. What kind of customer relationship are you aiming for? Make...