Hello New World

Posted by Matt Bowen

May 16, 2017 11:48:16 AM

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Today you are looking at a brand-new company. A company that is based on a new way of thinking about business growth. A company that has, combined, over 30 years of brand strategy and marketing communications experience behind it, but is as fresh as if it were day one.

AdsmithChina and Aloft Group have merged to create a new brand and a new ideal. One that is built on the way brands need to operate to be successful in the future. And we couldn’t be more excited. 

Hello Brandigo!

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Topics: Brand Strategy, Branding, Brand reputation

Rebrand Your Business? 10 signs it’s time.

Posted by Meaghan Sheehan

Apr 11, 2017 2:43:11 PM

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1. There has been a merger or acquisition.

It’s not uncommon for several companies to become one. The single thing that unites those businesses is a new brand — something that encompasses each company and brings the uniqueness of those companies to the forefront. Your rebrand should make clients of each organization feel welcome and comforted by the change. 

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Topics: Brand Strategy, Branding

Building Brand Image: The First Step You Must Take

Posted by Chris Langathianos

Mar 14, 2017 12:45:55 PM

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People often ask us, "what's the best advice you can give us when developing our brand image?”

The answer is more complex than the question, unfortunately. But the number one piece of advice I would give to small to mid-sized businesses when developing their brand image is: look at what other similar organizations are doing, and ask yourself, "what do they look like and what are they saying about themselves, and how can I do it differently?"

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Topics: Brand Strategy, Branding, Brand reputation

The Branding of Buddha — How to Protect Your Brand from the Wrong Audience

Posted by Sherri Starcher

Feb 16, 2017 2:26:33 PM

Branding_of_Buddha.jpgWhile in Thailand recently for my honeymoon, between coconut drinks and curry dishes, I couldn’t help but notice the prevalent image of the Buddha, most notably on the bodies of western tourists and on the shelves of the cheap gift shops lining the streets. Tattoos, statues, t-shirts — Buddha was everywhere! And, it’s not just for the vacationing crowd. Think about the last time you saw an ad for a yoga studio or scanned the aisles of your local health food store. Chances are the Buddha is around there somewhere, too.

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Topics: Brand Strategy, Branding, Brand reputation

Is your brand strategy China ready?

Posted by Olivia Plotnick

Feb 10, 2017 4:02:00 PM

Brand helps guide the direction and success of your business, and as such directly impacts your balance sheet each quarter. You may already have a well laid out brand strategy and position, so why change it?

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Topics: Brand Strategy, China Marketing

14 Questions to Ask About Your Marketing Department for 2017

Posted by Matt Bowen

Dec 14, 2016 2:16:58 PM

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Marketing, as a function, has evolved tremendously over the last decade.  And in very good ways.  At the core of this change is that marketing is moving from being an art to solidly a science. And most importantly, marketing continues to gain a seat at the big table in a strategic sense.This means that the stakes have never been higher for marketing departments to perform.

But, many marketing departments are still structured in a way that worked fine in 1997.  Not 2017.  There’s a head of marketing, functional product marketers, internal communications, digital specialists, market researchers, and likely inbound/campaign specialists. And of course there might be some PR people thrown into the mix.

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Topics: Brand Strategy

Why branding is the backbone of B2B lead generation

Posted by Matt Bowen

Nov 4, 2016 4:03:00 PM

Let’s face it, B2B lead generation is an entirely different beast than its consumer counterpart.

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Topics: Brand Strategy, Branding

Brand (Strategy) Therapy

Posted by Chris Langathianos

Aug 17, 2016 10:30:00 AM

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Selecting the right strategy partner is about more than big-name clients and flashy presentations.

"Out of your vulnerabilities will come your strength." - Sigmund Freud

Brand Strategy is hard. Relationships — personal and professional — are also difficult. Put the two together and you have one mother of an undertaking ahead of you. That's why hiring the right brand strategy firm is critical to your brand’s ultimate success.

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Topics: Brand Strategy

Branding technology: get out of the weeds

Posted by Matt Bowen

Jul 10, 2015 1:57:00 PM

shutterstock_57577747-2I’ve worked with a lot of technology companies over the years, and I have to say if there is one common unifying problem that persists among them it is the challenge they have with brand strategy.

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Topics: Brand Strategy, Branding

Fixing Indiana: Repairing a Brand in Crisis

Posted by Matt Bowen

Apr 3, 2015 12:13:28 PM

shutterstock_136761965It’s a rare thing when I get into politics on here; in fact it’s something I usually go out of my way to avoid. But I’m a brand strategist, and sometimes the world of brands and politics collide in a way from which I believe we can all learn.

At the heart of brand strategy is figuring out why a brand is different, what is its appeal, and what it stands for. Most people, when they think of brands, think of consumer products that they buy every week at the supermarket or restaurants they drive past as they are out and about. But we’ve become a branded world, and this extends well beyond its traditional boundaries.

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Topics: Brand Strategy, Branding