by Jennifer Morrow | Aug 17, 2019
Diagnosis needed? Sometimes it’s easier to ignore a problem. Take a pill for a toothache instead of visit the dentist. Ice a swollen ankle—maybe it will improve—rather than see a doctor. But when we cope instead of cure, more damage can be done. A few years ago I slipped...
read more
by Jennifer Morrow | Aug 15, 2018
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
by Jennifer Morrow | Jan 31, 2018
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
by Jennifer Morrow | Jun 23, 2017
Before “branding” was a buzz word, there was integrated marketing communications When I began in the design and marketing business, in the early years of Creative Company (1978 to 1988 or so), the term branding was used to describe hot metal applied to a cow. We pursued a process called...
read more
by Jennifer Morrow | Dec 2, 2016
How you define your rebrand depends on your goals. Rebranding is no simple task, however you approach it. It takes time, focus and deep inquiry. What are you trying to accomplish with your rebrand? What’s your rebranding definition? Most companies we’re talking to are thinking about a rebrand or brand...
read more
by Alexandra Riecke-Gonzales | Nov 29, 2016
You’ve realized you need a rename and rebrand. Your name says nothing about what you do. People struggle to pronounce it. The only person who thinks she knows what you do is your mom … And your logo is, well, old. Sound familiar? Well, just because you know you...
read more
by Jennifer Morrow | Sep 28, 2016
Drive response when you build your brand at the point of choice A point of choice is the place where a buyer will take action. In the store, packaging is an important point of choice. What action moves a buyer to the next step in the buying process? That...
read more
by Jennifer Morrow | Aug 15, 2016
Creative marketing concepts drive response Action, lots of action. (No napping.) Isn’t that what you expect from your marketing? People to respond–call, refer, click-through, share the story. All great responses. The best, of course, is “yes, I want to buy!” Lots of people claim they’re “creative.” And there are plenty...
read more