What we’ve been working on and thinking about.

Getting the most from your creative agency

Whether you're working on a new website or a brand overhaul, it's important to give the right kind of direction to your creative agency. Here's how to do it.

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by Kim Mickenberg

Brand name calling

When naming a new product, company, or service, choose wisely. Living in the age of sound bites and social media, it matters more than ever.

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Good at SEO. Bad at marketing.

We had a client once insist on making the headline of his new web page four sentences long and jammed with keywords. Then he made us repeat that same copy in the very first paragraph of body text, which sat directly below the headline. He had done this on the company’s previous website and believed it directly resulted in his number-one ranking on Google for a particular keyword phrase.

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Breaking barriers: 7 ways CEOs use Twitter to build better brands

People trust people, and this isn’t just a vapid saying. That’s why companies now are warming up to social media engagement, which facilitates humanization and helps brands put a voice, maybe even a face, to the company. A study by Weber Shandwick confirms it: About two-thirds of customers say their perception of a CEO directly impacts their perception of the company. Executives on social media appear more open, accessible, and inspirational than those who don’t. So then why aren’t more strategists getting executives involved?

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Nice swag: 6 tips for creating successful corporate giveaways

Somewhere in the back of your closet, you’ve probably got an assortment of stress balls, tote bags, and pens that you received at an industry conference or in a meeting with a vendor. Do you remember anything about the people, events, or companies associated with this stuff? Probably not. Corporate gifts and conference giveaways are a commonly overlooked opportunity to tell a brand story. That’s why when a client asks us to create a giveaway for them, we don’t just slap a logo on a generic item and call it a day. Instead, we use a custom approach: distill the message that needs to be communicated; find innovative, on-brand items that connect to the message and are within our client’s budget; and design bespoke packaging. We’ve turned some of these best practices into tips to help make your company’s giveaways work as hard as they can for your brand.

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