Things that are no longer a thing
by Douglas Spencer, President
Recently, a client asked me to speak to a group of professionals re-entering the marketing workforce after a few years out. Specifically, the focus was what’s changed in modern marketing.
How much time do you have?
I started our discussion with “Things that are no longer a thing*.” The asterisk points to this caveat: “Or, at least not as big a thing as they used to be.” This month, I thought I would share my list:
- Hardcore hierarchy and tenure as a trump card
- “Life-short” learning
- Sales and marketing divide
- Collateral-based sales support
- Email (on so many levels)
- Build it, and they will come
Granted, at some companies and in some markets the degrees to which these statements apply vary. But still, want to talk a look with me?
Continued on spencerbrenneman.com
Annual report season is here! Will yours build your brand?
For our friends at public companies, it’s that time of year again: Preparing the annual report. This month, corporate communications and annual report expert Katharine Ramsden guest blogs for us, reminding everyone of the brand-building potentials of the annual report. Take a look then share your thoughts!
A (case) study in openness
It’s rare that something as important as creating a brand strategy is so much fun, but that was certainly the case when we worked with social media amplification startup GaggleAMP. They are the subject of our latest case study, “Finding the voice that was already there.”
The reason that working with GaggleAMP was so enjoyable was their commitment to the work, to their clients’ successes, and to each other. We interviewed people at all levels and from around the world. Each had many of the same things to say about the company, all of which influenced where we ended up with the brand strategy.
The other reason it was so enjoyable was how much of an open mind they kept throughout the process. One of my absolute favorite quotes came when one of them told me that he had originally thought the idea of a verbal identity was silly. However, after giving it a try, he admitted that it really did work. The prospects he was speaking to got it immediately.
In this particular case, the visual identity did not change dramatically: instead, we offered some subtle, but strategic tweaks to the color palette and use of fonts. You can’t see them in action quite yet, but check back in a few weeks when the website we designed for them is re-launched.
It’s projects like these that make what we do not only fun but also rewarding—for our clients and for us. See for yourself in this case study.
How Brand’s got your back
Ever get frustrated that your colleagues don’t get you? The recommendations you make are based on relevant data, disciplined creative and industry best practices, but sometimes they just don’t get it.
That’s why you need to speak the language that speaks to their business goals—the language of your corporate brand. Spencer Brenneman, LLC President Douglas Spencer will present a guest webinar to the In-house Agency Forum this month, on just that: how Brand’s got your back. Douglas will explain how to leverage your corporate brand strategy to influence effectively internal clients. He’ll review the core elements of a good brand strategy, explain why support for the brand is in everyone’s best interest, and show you how to create meaningful connections with clients through a mutual love of the Brand.
The webinar, “How Brand’s got your back” is open to the public, so come join the conversation.
No poking, please
You can always find Spencer Brenneman, LLC and our take on branding on our website, Twitter and LinkedIn. If those platforms aren’t your jam, you can now find us on Facebook! Please follow us there for the latest but please, no poking.