Trump & the Power of the Tagline

Amidst the blow-by-blow coverage of Donald Trump, and by association, the other candidates (including Democrats), there has been surprisingly little said about the 2016 candidates’ taglines and their impact, or lack thereof, thus far. This post should not be construed as an endorsement or opinion of any candidate, just their brand strategies as represented through their use of campaign taglines.

To understand the power of a tagline, look no further than Barack Obama’s success in 2008 with his two taglines: “Hope” and “Change We Can Believe In.”

September 9, 2015/by Garrett Dandreo

Do I Need a Brand or a Visual Identity?

Sometimes when people come to us for “branding,” I quickly ascertain that what they really mean is an updated “visual identity.”

“So, you’re looking for help integrating your vision, competitive positioning, audience messaging, market perception and corporate culture,” I might ask. Just as often they respond, “I just need an update to our logo, collateral templates, PowerPoint, web design, etc.” For many, the visual manifestations of a brand are “The Brand.”

February 16, 2015/by Garrett Dandreo

Six Branding & Marketing Tips for Consultants

If we concur that in today’s business climate, change is the only constant, then we can understand why, to some degree, branding & marketing need to become fluid practices. For product companies, this is not as amorphous as it sounds, because a product is something tangible and even as the world changes, these companies always have the product to anchor and focus their branding and marketing efforts.

But for consultants and, in general, Professional Services organizations, which don’t have products, how do you incorporate change and a flexible approach in your own branding and marketing efforts, in order to stand apart?

December 3, 2014/by Garrett Dandreo

Improving User Experience through Digital Storytelling

In a previous post, Three Cases of Websites Using Modern design Techniques, I touched upon some of the exciting new design techniques — that have become available on the web—which are beginning to change the face of the modern website. Digging down a level, these design techniques exist to serve your company’s need to tell your brand story. The speed at which business is being done and the amount of noise you must cut through have elevated the need for distinctive, on-brand digital storytelling.

March 11, 2013/by Garrett Dandreo

Clayton Christensen on the “Capitalist’s Dilemma”

Clayton Christensen’s New York Times article yesterday is an inspiration of clarity and the kind of out-of-the-box thinking we’ve come to expect from him but have found so absent in this political season.

November 5, 2012/by Garrett Dandreo

Commodity vs. Intelligent Websites

We received an RFP for a B2B website the other day. It was worded in a way as to constrain response to clearly specified tasks. When the firm called and asked us what made us different from the half dozen other firms that received the RFP, I said, “possibly nothing.” I wasn’t being flippant, just acknowledging that most anybody can create a basic website, the cost is dropping and the tools are improving.

April 15, 2010/by Garrett Dandreo

Building Successful Relationships with Professional Services Firms

Professional services businesses include, but are not limited to lawyers, accountants, management consultants, financial services, marketing, PR, design, architecture, engineering and construction.

March 23, 2010/by Garrett Dandreo

5 Points for Determining the Price for a New B2B Website

In — what we’re all hoping are — these post-recession days, we’re happy to be seeing a lot of activity from companies wanting to remake their long dormant websites. When I get to the point in the conversation in which I ask about the investment they wish to make, the answer is often gray. The subtext is that they will let the market dictate price. Following are 5 points I recommend companies gain some certainty around, prior to speaking with potential web design and development partners. Being clear on these points will help avoid ambiguity and aid in identifying the best firm for the job, which may or may not be the low price option.

February 16, 2010/by Garrett Dandreo

The 7 Characteristics of a Differentiated Website

I separate the experience of creating “a website that differentiates” from creating a website. In 2009, anyone can create a website. Surprisingly few can create a differentiated website. What are the characteristics that make a website differentiated?

Brand strategy – brand strategy or positioning are fancy terms for professional differentiation. Listen to your customers, incorporate that intelligence into your own language and practice, share the kool-aid with your organization and feel great about being able to explain what you do with confidence while riding the elevator and talking to an impatient prospect. The website will come so much easier and faster when the brand is right.

January 4, 2010/by Garrett Dandreo

5 Tips For Creating a Tagline That Your Client Will Fall in Love With

There are plenty of tips for creating a tagline your client will fall in love with. These are on the top of my list.

November 12, 2009/by Garrett Dandreo

Trump & the Power of the Tagline

Do I Need a Brand or a Visual Identity?

Six Branding & Marketing Tips for Consultants

Improving User Experience through Digital Storytelling

Clayton Christensen on the “Capitalist’s Dilemma”

Commodity vs. Intelligent Websites

Building Successful Relationships with Professional Services Firms

5 Points for Determining the Price for a New B2B Website

The 7 Characteristics of a Differentiated Website

5 Tips For Creating a Tagline That Your Client Will Fall in Love With

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