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 […]

Dear marketer, be patient with yourself. We’re all figuring this out too.

Marketers are lost in a fog of confusion

Early in my journey of running an agency, an MBA type asked me, “What is the goal of a corporation?” Since he wore a suit every day I thought he was looking for an answer like “maximize shareholder value” or “establish a lasting competitive advantage.” Wrong. According to him, the goal of a corporation is […]

It’s hard to be engaging over Zoom. We can fix that.

Web meetings are hard under the best of circumstances. These days if you’re preparing content to share with internal or external stakeholders, the visual representation has to work a lot harder. You may be a great presenter in a conference room or on an event stage. But when you’re the size of a postage stamp […]

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 […]

Having the ROI conversation before it’s too late.

As a marketing firm, we’re often asked to demonstrate ROI. And we should be. Our clients need to know that their marketing dollars are having a positive impact. But showing a clear return on investment is a team effort—a nimble dance between agency and client. Unfortunately, the ROI conversation often occurs way too late in […]

Training means revenue for brands.

Training helps professionals become better communicators, more effective managers, or more profitable salespeople. Training ensures a return on time and financial investment as it links your people, your products, and your customers together.

Think outside the slide. Or confessions of a reluctant PowerPoint addict.

PowerPoint: The go-to presentation format, projected in conference rooms everywhere. You know it. You use it. You hate it. It’s a fascinating paradox of corporate America. Among the few things we can agree on—within a team, department or organization, there is a universal loathing of PowerPoint. Yet, when asked to put together a presentation, we […]