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All businesses, particularly small ones, need to work as efficiently as possible, which is why tech for agencies is an important subject for me. It doesn’t hurt that I love technology: gadgets, software, AI (artificial intelligence). It brings out the inner geek that’s not so inner. Here’s what we use at Spencer Brenneman to deliver branding services as efficiently and effectively as possible. >>> G Suite as the foundation First, we use Google G Suite as the foundation of our communications and data storage. “Growing up” professionally, I was chained to Microsoft Office as most are and were to this day, I still don’t understand why one would choose to live that way. For me, using Office was like working after eating a

Winter. Love it, hate it, tolerate it, the season brings out a lot of emotions in people. If you’re lucky enough to live in Southern California, then you have a bit of a different definition of what winter is compared to those of us who live in New England.   Winter up here can be cold, snowy, and emotionally draining for many people. The most important thing on people’s minds during the season: staying warm.   Now, this may not seem like an opportunity to retune your brand strategy. Why would you bother getting people to care about your brand when they’re busy caring about staying warm?   Well, winter can actually be the perfect time of year to engage your consumer base

What are your new year’s resolutions for your brand? Sure, as we start another trip around that big yellow dot in the sky, you may be thinking about breaking up with Netflix, actually going to the gym and not just paying for it, or trying that meditation thing everyone’s talking about.   Those are all great and best of luck! But given how important your brand is to your business and career, doesn’t it deserve some resolutions of its own? Here are some suggestions. [tweetshare tweet="Given how important your brand is to your business and career, doesn’t it deserve some resolutions of its own?" username="SB_Branding"] I resolve to drive consistency. Inasmuch as inconsistency is enemy #1 of a strong brand, resolving to

‘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

Welcome Back, Blackberry! I remember my first BlackBerry, it was my first big promotion. I was one of the new marketing leadership team members formed by the new CMO. At our first team meeting, he informed us all we would be getting Blackberrys--the phones, not the beepers (yes, this was a long time ago.) “Why?” I asked? So young, so naive. Thus began my 10-year arranged marriage to a device that tried so hard to do so much but only did a few things well. To its credit, what it did well, it did really well. In a word, it did texting well. No, not what we think of as texting today, but what email was back then. Short, simple,

Brand Construction: A Literal (and Figurative) Guide Branding construction has two important facets that turn an idea into a business foundation: passion and business goals. One without the other simply isn’t enough, but when properly combined, they make all the difference. In this post, we’ll highlight how a brand helps encourage business success, and list tips you can use to get to the heart of your brand and accurately map out your brand to help guide your business decisioning.We love telling our clients that successful businesses start with brand. No, not because it sounds pretty (it totally does though, right?), but because we know that businesses who understand their brand at its core understand its potential for growth and success. Put

Providing an informative and efficient user interface (UI) experience is a key component of your organization’s brand. Similar to any consumer or B2B experience, people have ongoing and competing demands for their time—make their website visits positive, and you are setting yourself up for repeat business and more satisfied customers. When it comes to UI and brand, most B2B companies are faced with the challenge of needing to explain an abundance of information, so displaying this in an efficient manner is extremely important.     UI and Brand: Overview UI combines interaction design, visual design, and information architecture, all of which need to support each brand’s identity to the degree it can without compromising usability.  Consumers have become familiar with interface elements acting

Creating a luxury brand is no easy feat. It's often a challenge because provenance—the story, or the heritage, behind luxury brands—can’t be made overnight. No matter how much a company invests in the branding of their luxury clothing line, Audrey Hepburn isn’t going to wear it. Coco Chanel, on the other hand, can produce any number of pictures with Hepburn wearing their clothing. However, despite the challenges, there are plenty of examples to show that a luxury brand can be made from the ground up. For example, Toyota created the Lexus brand to compete with Mercedes and BMW and in the early 1990s. Just 20 years before, Toyota cars had been the but of jokes for their perceived poor quality. Nobody

A few months ago, I overheard a friend talking about something called, “View.” Whatever it was, he was in love with it. Something about cutting the cord and an alternative to SlingTV. Thus begins our cautionary tale of product naming. A few weeks later, in my semi-regular rant against cable, I texted him for more information. “What is this ‘View’ of which you spoke?” “No, it’s PlayStation Vue,” he wrote, “but it has nothing to do with PlayStation. It’s incredible.” [tweetshare tweet= "Never assume everyone knows what you know."] It seems that I was not the only one in the dark about PlayStation Vue. As Jared Newman writes in his TechHive CORD-CUTTER CONFIDENTIAL, Sony’s streaming TV service earns high marks from users but is

Storytelling is not: “Our product does X, and you should buy it because Y.” Storytelling is a much more powerful way to help people understand what you’re all about other than simply explaining "this is what we do, here's why you should buy." As consumers expect more from the companies with whom they do business, storytelling is the key to getting through to them. At Spencer Brenneman, LLC, we are helping a European company introduce its product to the U.S. market. Storytelling will play a central part in how we position the offering in a way that is relevant and competitively differentiated from the other choices consumers have. [tweetshare tweet= "Storytelling is not: “Our product does X, and you should