Monthly Archives: August 2011

Dean Foods

Posted on August 29, 2011 by julieburstein

Showcasing a new business model to wary investors. More

Posted in Case Studies, Clients, Corporate Film, Engage Investors, Leverage New Leadership | Tagged Corporate Film, Messaging Platform, Research | Comments Off

BtoB Magazine’s “Top Agency”

Posted on August 24, 2011 by davemorreale

BtoB Magazine’s Top Agencies is the annual listing of the top b2b ad agencies in the U.S. Winners are selected based on new client wins, innovative campaigns and other criteria. BtoB Magazine is the premier magazine for business-to-business marketing strategists. More

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Rebrand

Posted on August 23, 2011 by julieburstein

Changes in business strategy require changes in brand strategy. Only when the two are truly aligned can a company achieve its growth agenda. Research will uncover the gap between where a company’s brand is today… and where it can be More

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Rally Shareholder Support

Posted on August 23, 2011 by julieburstein

In the heat of a corporate takeover or merger, proactive and timely communications with investors can mean the difference between success and failure. Shareholders need to understand the rationale for the proposed transaction as well as the financial, regulatory and More

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Maximize CSR Impact

Posted on August 23, 2011 by julieburstein

Employee volunteerism programs and corporate philanthropy can build a stronger corporate culture, strengthen relationships with communities and cast a positive halo on the corporate brand. The key to success is aligning corporate social responsibility (CSR) activities with the corporate brand, More

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Launch a New Product or Business

Posted on August 23, 2011 by julieburstein

When a company decides to offer a new product or enter a new business, it faces several fundamental questions: how does the new product or business align with its core offering? How does it fit into the established brand architecture? More

Posted in Case Studies, Launch a New Product or Business | Comments Off

Go Public/Merge/Spin-off

Posted on August 23, 2011 by julieburstein

Mergers, IPOs and other transformational events can be deeply unsettling for a company’s customers and employees. To successfully navigate this inflection point, companies must recraft their brands so that they reflect the new reality and convey enhanced value. These brands More

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Go from Start up to Grown up

Posted on August 23, 2011 by julieburstein

To establish momentum and build credibility in the marketplace, a start-up brand must help a company attract venture capital, recruit employees and explain its product and business model. But as a company achieves substantial scope and scale, its brand should More

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Enter a New Market

Posted on August 23, 2011 by julieburstein

Before venturing into a new industry or geographical market, companies must determine whether their current brand supports such a move. The brand may need to adapt to accommodate the new market, and it must do so without alienating existing customers More

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Technology

Posted on August 23, 2011 by julieburstein

In the fast-moving technology arena, today’s hot innovation is tomorrow’s commodity. A compelling brand can help delay commoditization – and even stop it in its tracks. A technology brand must translate complex technical features into benefits that customers can embrace. More

Posted in Case Studies, Technology | Comments Off

Real Estate

Posted on August 23, 2011 by julieburstein

Although real estate is about the most tangible of assets – buildings, homes, land – competitive advantage is often the result of intangibles: how an owner, developer, investor or lender is perceived by audiences most important to its success. In More

Posted in Case Studies, Real Estate | Comments Off

Professional Services

Posted on August 23, 2011 by julieburstein

Even in a business that’s all about relationships, a differentiated brand can establish positive impressions in a prospect’s mind so that cold calling is less cold. Given the consolidation that has changed the face of many segments, and the mounting More

Posted in Case Studies, Professional Services | Comments Off

Foundations/NGO

Posted on August 23, 2011 by julieburstein

Effective communications serves a dual role for foundations and not-for-profits. It can help to attract both new donors and new funding partners, which is especially critical in today’s resource-constrained environment. At the same time, effective communications can magnify the impact More

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Interactive

Posted on August 23, 2011 by julieburstein

A company’s brand should live on multiple digital platforms, from its own website to rich media content sharing sites and social media channels. The key to successfully leveraging digital marketing is synchronizing the company’s brand across all online channels, magnifying More

Posted in Case Studies, Interactive | Comments Off

Documentary Film

Posted on August 23, 2011 by julieburstein

A film, unique in its ability to tell a story, can help a philanthropic organization or not-for-profit explain its mission and showcase its impact. It can help audiences understand a pressing social issue by taking them into unfamiliar communities and More

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Branding

Posted on August 23, 2011 by julieburstein

A brand is not what you say about yourself. Rather, a brand is what your most important audiences say about you. Creating these perceptions is what branding is all about. Great brands forge deep and enduring connections so that you More

Posted in Branding, Case Studies | Comments Off

Annual Reports

Posted on August 23, 2011 by julieburstein

Today, an annual report addresses multiple constituents beyond investors, including employees, recruits, regulators and communities. The most effective annual reports, whether delivered through print or engaging interactive experience, not only communicate business and financial performance; they reflect the company’s business More

Posted in Annual Reports, Case Studies | Comments Off

Advertising

Posted on August 23, 2011 by julieburstein

In today’s connected marketing environment, where the conversation never ends, business-to-business advertising is most effective when it is seamlessly synchronized with all communications channels. Synchronization goes beyond integration, allowing the voice of the brand to speak consistently and with impact More

Posted in Advertising, Case Studies | Comments Off

Associations

Posted on August 23, 2011 by davemorreale

A trade association brand serves many masters, including members, who need to understand the value of affiliation; legislators and regulators, who must perceive it is a credible source of information and insights and the general public, who must understand what More

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Life Science

Posted on August 23, 2011 by davemorreale

In life science, a corporate brand must address multiple audiences, each critical to the company’s success: potential drug development and distribution partners; regulators; investors; employees and recruits; patient groups and the medical establishment. The corporate branding process must therefore uncover More

Posted in Case Studies, Life Science | Comments Off

Engage Employees

Posted on August 23, 2011 by julieburstein

Employees represent a uniquely powerful communications channel to external audiences. Particularly at times of significant change, it is vital to engage employees in understanding a company’s brand and their role in the company’s success. By empowering employees with the information More

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Financial Services

Posted on August 23, 2011 by julieburstein

As the financial industry continues to struggle with uncertainty, regaining the trust of clients remains a significant challenge. Clients want to have faith in their banks and investment firms – but they need a compelling reason to change their attitudes. More

Posted in Case Studies, Financial Services | Comments Off

Conning

Posted on August 20, 2011 by julieburstein

A 100-year-old company launches an aggressive growth strategy. More

Posted in Branding, Case Studies, Clients, Financial Services, Industry, Inflection Point, Launch a New Product or Business | Tagged Brand Guidelines, Brand Strategy, Literature System, Marketing Campaign, Messaging Platform, Research | Comments Off

Robert Wood Johnson Foundation

Posted on August 18, 2011 by julieburstein

Magnifying the impact of foundation grant-making. More

Posted in Case Studies, Clients, Corporate Film, Foundations/NGO, Interactive | Tagged Annual Report, Corporate Film, Interactive Annual Report, Messaging Platform, Research, Website | Comments Off

Financial Services B2B Media Campaign Earns DeSantis Breindel a Summit Creative Award

Posted on August 12, 2011 by davemorreale

DeSantis Breindel received recognition from the 2011 Summit Creative Award competition for its B2B media campaign for their client Stephens, an independent financial services firm based in Little Rock, AR. The campaign – launching Stephens’ new brand – was deployed through multiple channels, including online and print advertising, a new website, microsites, corporate video, an internal brand launch and an ongoing employee engagement program. More

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