2018 | Spencer Brenneman, LLC

December 2018

‘Tis the season… when some 2 billion holiday cards and 500 million e-cards create a blizzard of good wishes. We’ve all received ones that wowed us (and others that made us cringe). So how do you make sure yours stands out and makes the right impression for your brand? Here are a few tips. 1. Ask yourself why you are sending the card. Start by asking why are you sending this card in the first place? Send a holiday card to clients/customers, contacts you hope to work in the future, people that you talk to regularly, and people that help your business' work (like lawyers and accountants). Thank your customers. But don’t “ask”. This isn’t the vehicle for a year-end sales pitch. And

Using our hearing sense, sonic branding builds a relationship between the product and its target market and helps companies communicate more genuinely.   The concept of connecting to customers with sound isn’t new. The first jingle was created sometime around 1926 when the concept of radio emerged as an entertainment medium for the masses.   But in the 50s, television invaded households, sending audio and video signals at the same time. As a result, most companies started focusing on text, visuals, and video, using sight as the main sense in their advertising communication campaigns. Surprisingly, they had forgotten to embrace the power of audio and have since neglected sound as an integral part of an experience. [tweetshare tweet="Sonic branding builds a relationship between the product

A Buzz Brewery Here in Boston, we have a lot of great beer options. Most obviously, the big name ones like Sam Adams and Harpoon; however, there are a number of smaller outfits as well. One brewery in particular that has garnered a lot of buzz over the years is Trillium Brewing in the Seaport neighborhood. Founded by JC & Esther Tetreault in 2013, Trillium’s focus has been on cranking out hazy and juicy New England IPAs, sours, stouts, and more to be enjoyed and shared by many. [tweetshare tweet="A strong brand rests upon happy employees, and Trillium learned this lesson the hard way. " username="SB_Branding"] Growing Pains Known for genuinely incredible beer, Trillium has enjoyed quite a lot of good press over the

We spend a lot of time helping our clients think about their brand, not solely in terms of its look and feel or the messaging that accompanies it. Rather, we help them look at their brands as conduits to long-lasting, emotion-based connections with their customers and employees. Since it's the Holiday Season now - and emotions are as prevalent as shopping bags and promises to hit the gym more in a month - it seems the right time to share some of our thoughts about healthy brands and their relationships with customers. In other words, how do strong brands create emotional connections with their customers? Through focusing their efforts on: Seeing. Look at your customers not as sources of income, but

In an earlier post, Spencer Brenneman President and Chief Brand Strategist Douglas Spencer made the claim that Toys R Us had no business selling toys.   He claimed that if Toys R Us had seen themselves in the role of selling playtime (making toy buying a branded experience, not a transaction) they would have found themselves in a different situation than they are in today.   Consequentially, an interesting development is taking place down in New York City. Where Toys R Us failed, a new (but old and well-known) toy brand is making a comeback. [tweetshare tweet="What FAO Schwarz is doing is something that Toys R Us failed to do, making people care about their toy brand." username="SB_Branding"] In a post by Business Insider, they claim

Dear Mary, We haven’t met, but I hope you’re well and that hot seat you’re in right now isn’t too uncomfortable. You’re a smart woman, however, so I suspect you knew what to expect before announcing G.M.’s plans to Idle Plants and Cut Thousands of Jobs. I’m not writing today to comment on the merits of your plan, the implications it has on the U.S. and global economies, or any moral obligations some think you may be shirking. I’m writing today to talk about the future of the GM brand and those under its umbrella.   If you haven’t already, and again, you’re a smart woman so you’re probably several steps ahead of me, it’s time to think very long and

Protecting your brand in the chaos of the holidays starts with protecting your employees. When it comes to a holiday branding strategy, here’s a crucial element that is often overlooked, although it is important year-round: you cannot have happy customers without happy employees. Whether you're a B2B or B2C company, this axiom is particularly true during the holidays. [tweetshare tweet="Whether you're a B2B or B2C company, protecting your brand by protecting your employees is particularly true during the holidays. " username="SB_Branding"] This time of year (while joyous and full of celebration) is a stressful time for many. Buying presents, hosting in-laws, making sure the kids get just the right gifts, they all come with their own stressors. Add to that, trying to

When it comes to data privacy, we have to find a balance. We can. We must. On October 24th, Apple CEO Tim Cook dropped a pretty big bomb when he lambasted fellow tech giants, without naming names, for creating an emerging ‘‘data industrial complex’’ that allows companies to ‘‘know you better than you may know yourself.’’

Ever go to a reunion, excited to see that man or woman you crushed on in college? You know the popular one—always had it together and was well-dressed and so very sexy? But, wait! Say it isn’t so! Now they’re enormous—not just with those few pounds time adds over the years, but big. They’re disheveled, exhausted, and just plain miserable. Somewhere between the baccalaureate and now, they simply gave up. Your heart sinks (or, perhaps, fills with pride and feelings of superiority).   That’s how I feel about American Airlines. Have they simply given up?   Over the past week, I have seen a flurry of negative reports. First, it was this one on Luxury Travel Diary, Avoid These Planes when You