Optimize My Brand

Strategy, tactics, ideas and tips from Creative Company.

Marketing message: stop with the “needs”!

Marketing message: stop with the “needs”!

Craft a marketing message that’s clear and concise. “Needs” is not what people are looking for! Say it in a husky, breathy voice and roll your eyes … “do you have needs?” Oh yeah, I have automotive needs, and financial needs, and … fill in the blank. “Needs” is... read more
Kill the RFP, look for brand expertise

Kill the RFP, look for brand expertise

How do you find true brand expertise? You’re ready to review your marketing program. Perhaps it’s time to restage your brand to reach new markets. Or  your marketing isn’t delivering response any more. Or new leadership wants a fresh look at the brand. Whatever the reason, you need a... read more
9 must-read marketing books

9 must-read marketing books

Favorite authors and recommended marketing books I’m often asked which marketing books I recommend, there are so many! With a proliferation of marketing choices now, it can be hard to decide how to move forward. A good book is an excellent foundation. These are just a few of my... read more
What is a brand and why is it important?

What is a brand and why is it important?

No, your logo is not your brand The challenge of being in the marketing and branding business is many people assume a brand is their logo, a set of colors, possibly some fonts … all chosen to create a visual identity, a visual brand.  Yet when asked, “what is... read more
Brand positioning is critical to marketing success

Brand positioning is critical to marketing success

Brand positioning is visual, verbal and conceptual. Your brand’s attitude, style and tone must be chosen to portray your positioning quickly to the right audiences. Don’t waste your time and money on branding without first defining your positioning. Brand design without brand positioning is foolish Positioning is the art... read more
Wedding brochure captures Gold Award

Wedding brochure captures Gold Award

Only 1% of entries receive a gold A square, roll-fold, 5-panel brochure designed by Creative Company, Inc. for Salem Convention Center has earned a gold award in the 2017 international Summit Creative Awards. (August, 2018) Created to inspire brides and wedding planners to book the Center, the award-winning brochure... read more
An elevator pitch example … think positioning statement

An elevator pitch example … think positioning statement

Express “who you are” quickly. Just what is an elevator pitch, anyway? An online search reveals, “a succinct and persuasive sales pitch” derived from “the idea of having to impress a senior executive during a brief ride in an elevator.” Cool. Use words that grab attention and create interest.... read more
Is it time to rebrand? Four economic reasons

Is it time to rebrand? Four economic reasons

Four economic reasons it’s time to rebrand or repackage The economy is moving again. Marketing continues to transform. We’re hearing “I need to update my marketing” or “It’s time to rebrand.” People—your buyers and consumers—want new, fresh, up-to-date. It could be time to rebrand to grab more attention. When... read more