December 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