Is your brand’s customer journey worth the trip?

customer journey

Drive big results by helping your dealers focus on small moments. We marketers tend to talk at length about the Customer Journey and the Customer Experience. As well we should because these are important branding concepts. They can also be overwhelming since marketing’s role is to optimize every moment of a brand’s interaction with its […]

So you think it’s time for a rebrand? Not so fast.

It’s a conversation that comes up on a regular basis. A client says, “we need to rebrand our company.” To which I reply, “are you sure?” You’d think that as a creative agency, I would simply dive in and push for budget approval. But a rebrand is often ill-advised. I’ll outline the pros and cons, […]

Antimicrobial Product Launch Drives <br> 400% Increase in Sales

Challenge Our client was engaged in methodical research and development for the brand we eventually named. Novalent. Their target was originally commercial food processing and production. Then COVID-19 disrupted their plans. The brand had to quickly respond to public health needs that ranged from a shortage of hand sanitizer to products designed to clean and […]

Road Choice Truck Parts Rebranding Increases Dealer Participation

Road Choice: Couple Purchasing Product

Challenge The original Road Choice branding was designed to bring to mind a simpler time with the vintage look of an old, friendly truck stop. However, as the brand evolved it became apparent that it was out of sync with the target of fleet operations of varying sizes. Without a clear, well-defined brand the customers […]

Häfele Artisan Sampler Innovation Saves $60K in Production Expenses

Couple with dog

Challenge When Häfele launched the Artisan line of hardware, what its managers thought they needed was a brochure. But we used our scientific process to unearth the challenge that dealers faced: a tool to help their customers visualize the result. Solution Using print execution to achieve our own virtual reality, we printed product samples on […]

Quick, what does your brand stand for?

If you have to stop and think, you’re in trouble. It’s important to continuously educate your organization about what makes your brand unique. Because the worst brand message is no brand message at all. Of course, you have a brand message. You know it by heart from all those conference room presentations you’ve made. But […]

Let’s Make the Dealer the Hero of Your Brand

Your dealers should be catalysts that propel your brand forward. Marketing and brand directors will likely nod along and say, “Absolutely, they should be. But they aren’t.” I’ve witnessed frustration on both sides of the fence between dealers and the manufacturers they represent. Like any relationship it requires effort from both parties. But dealers are required to serve many masters, so for better or worse the lion’s share of the effort in this relationship belongs to the manufacturer. Of course, the manufacturers also reap most of the rewards.

Filling potholes in the customer journey.

The path from your brand to your customer must include your dealer’s brand. Manufacturer brands that sell through independent dealers often ignore those dealers. And in cases where the dealer isn’t completely ignored, they’re taken for granted—and treated as an in-house sales rep. Manufacturers and their dealers often end up fighting over customers like a divorced […]

The rebrand is complete! An update on our Greensboro Brandemic Project.

Our winner of Ten Pound Hammer’s Greensboro Brandemic Project has a new identity. Triad Legal Group, the nonprofit law firm that won our 2020 pro bono branding contest, has launched its new graphic identity to more accurately reflect the mission of the organization.The Brandemic Project started as a way to help as the local business […]

A few industry takeaways from a totally throwaway year.

I don’t know about you, but I’m still processing 2020. And that’s limiting the topic to just advertising and marketing––the public health, economic and social issues are way over my head. The experts say to write about what you know. So, here’s what I know. My rear-view-mirror look at 2020 reveals a pattern similar to […]

The world is changing and good marketing matters more than ever

For most B2B brands out there, the role of marketing has changed drastically during the COVID-19 crisis. Marketing, as we understood it a few short weeks ago, has fundamentally changed. My guess is it will continue to change for months to come. But more than even a few weeks ago, getting marketing right matters. Here […]