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3 min read

Measuring the Value of Your Brand and Culture in B2B

By Mary Crowley on Mon, Feb 21, 2022

The organizational culture that you establish may be your most valuable asset and the key to your growth. Although culture and brand are both thought of as hard to define, measure, and manage, it’s important to understand the impact of brand equity on profit margin, customer acquisition, and customer retention. Being able to measure the value of your business culture will ultimately drive authenticity within your organization.

Topics: Business Insights Marketing Strategy Internal Communication Marketing Metrics Client Relations Branding and Identity
2 min read

9 Ways to Leverage Culture to Strengthen Your Brand

By Mary Crowley on Wed, Feb 09, 2022

Is your culture a true competitive advantage? In today's market, with little opportunity for face-to-face relationship building, your business culture matters more than ever to ensure a positive customer experience and win the war for talent. Brand development based on a strong culture supports connection, growth, and sustainability within the working environment. Take a look at 9 ways you can leverage culture in your company to help strengthen your brand and promote a positive company.

Topics: Business Insights Marketing Strategy Internal Communication Marketing Metrics Branding and Identity employee engagement
4 min read

Pandemics and Product Launches: How to Effectively Go to Market in a Changing World

By Aimee Schenck on Fri, May 08, 2020

Effective product launches and rebrands are thoroughly planned out according to specific timelines – the best time to announce the name, events with the biggest audiences, tactics that get the most traffic. It's rare that product launch planning has a contingency plan for a global pandemic.

Topics: Business Insights Marketing Strategy Product Launch Positioning Branding and Identity
4 min read

5 Tips for Better Business Meetings

By Aimee Schenck on Mon, Apr 08, 2019

Whether virtual or in person, we’re spending our work lives in meetings that aren’t working. Research shows that 67% of meetings are ‘failures’, and have lost their primary reason–getting things done.

Where have our meetings gone wrong? Over time, the amount of time spent in meetings and number of meetings held has increased significantly. Daily, upwards of 11 million meetings are held in American businesses, averaging a time frame of 31-60 minutes. These longer meetings have led to a 10% increase in the time employees spend in meetings since 2000.

Topics: Business Insights Internal Communication Branding and Identity Strategic Planning
4 min read

Trade Show Marketing: The Best of XPONENTIAL 2017

By Aimee Schenck on Thu, Mar 01, 2018

At a trade show that features the latest in the fast-developing field of unmanned technology, there is a lot of interest and noise. It’s the Wild West, and market leadership is up for grabs. So how do you make sure your company’s booth draws attention and traffic? Effective demos are key. Unique approaches to booth advertisement will get you noticed, too.

We noticed a number of powerful tactics at XPONENTIAL 2017. The following tactics are just a few your team could apply to any large trade show strategy.

Topics: Trade Show Strategy Branding and Identity
5 min read

7 Tips on Crisis Communication Every Business Should Know

By Katie Steelman on Tue, Oct 24, 2017

Lessons from Upstate Social Sessions 2017

Last month I attended Upstate Social Sessions, a day-long conference in Rochester, NY focused on social media. The event, now in its third year, included presentations by national and local professionals who have used social media successfully in their fields. A favorite session among attendees was “Don’t @ Me: Navigate Controversy, Conversation and Comments.” 

Topics: Social Media Internal Communication Branding and Identity
3 min read

Beer & Blog: Branding a New Product Category, with John Martin

By Sarah Campagna on Tue, Aug 15, 2017

John Martin is the CTO and cofounder of Martin Materials Solutions, a U.S. company that manufactures innovative glass products for the aerospace market. Martin, whose goal is to drive the technology necessary to support this unique industry, has coined the term “spaceglass”, a reference to this truly unique type of glass.

Topics: Product Launch Branding and Identity Beer & Blog (interviews)
3 min read

7 Considerations for (Re)branding Your B2B Company

By Katie Steelman on Fri, Aug 04, 2017

Whether you’re starting a new company, establishing a spinoff, or considering a total rebrand, your company name is an important decision that will drive a lot of other aspects of your business.

Topics: Change and Innovation Branding and Identity
3 min read

Making the Grade: How Print Ad Designs Win or Fall Short

By Sarah Campagna on Fri, Jul 14, 2017

There’s no doubt that inbound marketing strategies are critical to the success of today’s businesses. However, traditional outbound strategies can still play a role in capturing your audience’s attention.

B2B companies can drive buyer awareness and action with print advertising in highly targeted industry publications, but without good design, ads can go unnoticed.

Topics: Content Development Branding and Identity
4 min read

Beer & Blog: Achieving Exceptional Industrial Product Photography, with Randy Tagg

By Mandy Bly on Tue, Sep 20, 2016

 

High quality product photos are an important asset to your business. Randy Tagg, owner of Tagg Photography, recently gave us a snapshot into his life as a photographer. Randy has 35+ years experience with advertising and industrial photography in a variety of markets. From classy wine glasses to sleek optical lenses, Randy has an eye for elegance among challenging subjects. Launch Team Account Manager Sarah Campagna, a wedding photographer herself, discussed with Randy the artistic and technical experience of capturing images in high tech industries.

Topics: Business Insights Branding and Identity Beer & Blog (interviews)
3 min read

Why Brand Development is Necessary for Product Launch

By Mandy Bly on Tue, Jul 26, 2016

Launching a company or product is an exciting endeavor. You’ve developed a solution to an unfulfilled consumer need, and you’re ready to share it with the world. But the extensive planning process, from content development to sales training to PR, means your launch team has a lot on its plate.

Topics: Product Launch Positioning Branding and Identity
4 min read

Beer & Blog: Company Rebranding from a Legal Perspective

By Katie Steelman on Tue, May 24, 2016

 

Ever wished you could have a beer with a team of lawyers to pick their brains on things you should be considering as your company grows? We did just that, and we're sharing what we learned (plus some great local beer recommendations).

Topics: Patents Branding and Identity Beer & Blog (interviews)