Brand architecture — planning for a family of brands
Multiple brands in your portfolio — should they be separate or relate? We’re often asked this question — should our sub-brands be distinctive from one another or relate to each other? They can relate visually, with a similar identity system, or use a standardized naming structure, or a color... read more
Magazine ads … pretty (but lazy) … or really effective?
Lazy magazine ads cost big bucks and chew up your marketing budget. Lazy, you say? I’m talking about full-page ads or two-page magazine ads that cost big media dollars (though never as much as a Super Bowl ad), look pretty, but don’t drive response. That’s lazy. What makes a... read more
Award winning creative work–ad, website, publication and campaign
3 silvers and 2 golds from the Service Industry Advertising Awards (SIAA) 2015 work for four clients has earned recognition in the SIAAwards. Print ad, a new website, a magazine and an integrated campaign … we’re thrilled! Out of more than 1,700 entries from more than 500 agencies, Creative Company’s... read more
Ad design to grab attention and response
Effective ad design requires visual impact In the world of print ad design, there’s constant clamor for attention … “look at me, me me!” Despite today’s proliferation of online channels, print ad design is still valuable as part of an integrated strategy. What does it take to stand out... read more
Website redesign, start with your audience
What are they looking for? If you’ve read our blog, you know we advocate putting your website at the heart of your marketing. This is true for nearly any organization. Your website is your front door, the first glimpse, the introduction that sets the stage for who you are... read more
Which marketing concept is best? 6 questions to answer
Today’s marketing world is filled with ideas, options, push-the-envelope-ideas, more-creative-than-the-other-guy campaigns. So what’s the right marketing concept for your organization? Let’s define first: What’s a marketing concept? According to NetMBA: The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to... read more
B2B website — Do you need to show the product? Or the plant?
In most cases, no. No way. When you’re marketing your products online or in print, is it important to include a glamor shot of the product? How about that aerial photo of the plant? Nuh-uh. Why? Because you’re not selling a drill, you’re selling the hole it makes. A... read more
Brand messaging — more powerful than design
Brand messaging is the verbal brand Brand identity design is important. We all recognize the Starbucks or Apple logo, the UPS symbol and FedEx. But once you achieve recognition, what’s next? Brand messaging. Think about it. Design first, then story. And a call to action. Today we all want... read more
Marketing objectives for the new year, ready?
Another new year around the corner How did that happen so fast? Do you feel like the year didn’t just fly by, it sonic boomed into the future? That’s how I feel. So many changes. Trial and error. Simplified and streamlined. New clients. Great results. Now, to the future. To... read morePopular Articles
We create brands that demand attention, inspire response and voice a story worth sharing.