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Author Archives: julieburstein
First Things First: Why Brand Strategy Must Come Before Marketing Strategy
For many professional services firms, international expansion, especially in emerging markets, represents the greatest opportunity for growth. Accounting Today recently published an interesting article pointing to different approaches that firms are taking to connect with international prospects – joining the More
Going Public? Don’t Forget About Your Corporate Brand!
IPOs represent a time of unique opportunity and challenge – the chance to make a meaningful first impression with prospective investors, partners and even recruits; to take the company to the next level and achieve major growth goals; and to More
Posted in Blog, Branding, Front Page Ideas, Our Ideas, Restructuring, Technology
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B2B Mobile Marketing: The Untapped Opportunity
As B2B marketers, we often find ourselves playing catch-up with our counterparts in B2C, especially when it comes to adopting new channels and technologies into our marketing programs. Initially, it took us a while to accept social media as a More
Posted in B2B Marketing, Blog, Front Page Ideas, Mobile, Our Ideas
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Visual Trends in Financial Services Marketing
When it comes to the financial services industry, trust, or lack there of, has been a popular topic. The past few years have brought about a slew of rebrandings as many financial institutions, especially banks, have tried to overcome widespread More
Posted in Blog, Branding, Design, Financial Services, Our Ideas
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Does CEO Engagement Lead to CSR Impact?
CECP recently held their 8th Annual Board of Boards CEO Conference, an event that brings together Fortune 500 CEOs to share their experiences around corporate societal engagement. While the event always attracts executive leaders particularly engaged in corporate social responsibility, More
Posted in Blog, Corporate Social Responsibility, Employee Engagement, Our Ideas
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The Company on the Couch: What Branding Reveals About an Organization
We recently rebranded a $20 billion institutional asset management firm. The client had been spun off from a much larger parent company and was looking to a new brand to ramp up its close rate with prospects. Our research with More
Posted in Blog, Branding, Financial Services, Our Ideas, Professional Services
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CMO-CIO Alignment: The New Competitive Advantage for B2B
This week, Internet Week New York (IWNY), an annual festival celebrating internet business and culture, was held at the Metropolitan Pavilion, a few blocks from our office here in the Flatiron District. As always, it was an exiting event. The More
Posted in B2B Marketing, Blog, Our Ideas, Technology
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Getting Our Kicks In Newark: Playworks Annual Corporate Kickball Tournament
Last week we had the privilege of participating in the 4th Annual Playworks Greater Newark/Great New York Corporate Kickball Tournament, a wonderful event that offers local businesses the chance to give back to their community while enjoying a few hours More
Posted in Blog, Corporate Social Responsibility, Our Ideas, Social Innovation
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CIT’s Attention-Grabbing “Portmanteaux” Ad Campaign Wins Gold At Financial Communications Society Awards
DeSantis Breindel and long time client, CIT, a leading provider of financing and advisory services to small businesses and middle market companies, received top honors at the Financial Communications Society (FCS) on Thursday night for their innovative “portmanteaux” advertising campaign. More
Posted in News and Events
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To Support Growth, DeSantis Breindel Deepens Management Team with Appointment of Creative and Strategy Heads
DeSantis Breindel announced the appointment of two new additions to their management team: Robert Schroeder as Creative Director and Jonathan Paisner as Managing Director, Brand Strategy. More
Posted in News and Events
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Closing the Knowledge Gap: The Unifying Power of a Corporate Brand
One logo does not always translate to one cohesive brand. One of our clients, a global management consulting firm, learned this first hand. After a series of acquisitions and internal restructuring, management was focused on creating a “one firm” mentality, More
Posted in Blog, Branding, Employee Engagement, Our Ideas, Professional Services, Restructuring
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The Changing Profile of the B2B Technology Buyer
There’s growing consensus that buying power is shifting away from the CIO. Recently, there’s been a lot of attention given to the changing profile of the B2B technology buyer. According to new survey results from Forrester Research, more than 40 More
Posted in Blog, Branding, Our Ideas, Technology
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Why Recruiters Need to Think More Like Marketers
Does your corporate brand translate effectively to recruits? This is something we always encourage clients to think about when going through a branding initiative. After all, the best talent has choices. If your company hasn’t thought about how this important More
Posted in Blog, Branding, Employee Engagement, Our Ideas
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Banking on Disruption: What Banks Can Learn from a New Breed of Competitor
The digital revolution is forever changing how customers choose and use financial services. In his new book, Bank 3.0, Brett King argues that banking is no longer a place you go, but something you do. As we examined in a More
Posted in Blog, Financial Services, Interactive, Our Ideas
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Corporate Social Responsibility: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and webinars related to corporate social responsibility published over the last quarter, broken down into bite-size pieces for your convenience. The CEO Perspective on More
Posted in Blog, Corporate Social Responsibility, Our Ideas
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Achieving Growth Goals in 2013: The Critical Role of the Corporate Brand
Pwc recently released the results of their 16th Annual US CEO Survey. It’s an interesting report with a focus on how the 167 US-based CEOs surveyed plan to create value an uncertain economy. There were three findings in particular that More
Posted in Blog, Branding, Entering a New Market, Our Ideas, Restructuring
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B2B Tech Branding & Marketing: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and webinars related to B2B technology branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience. Innovation Trumps More
Posted in Blog, Our Ideas, Technology
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Professional Services Branding & Marketing: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and webinars related to professional services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience. What I More
Posted in Blog, Our Ideas, Professional Services
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DeSantis Breindel and TotalTargets Join MAGNET Global Network of Independent Advertising Agencies
MAGNET – the Marketing & Advertising Global Network of leading independent advertising agencies – added two new members during its recent international meeting in Paris. DeSantis Breindel of New York City and TotalTargets from São Paulo, Brazil, join more than More
Posted in News and Events
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Financial Services Branding & Marketing: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and webinars related to financial services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience. Yes – More
Posted in Blog, Financial Services, Our Ideas
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Measuring the Impact of Employee Volunteerism
Corporate volunteerism programs are highly effective in leveraging the skills and enthusiasm of employees to make a difference in the community. They build a strong internal culture as well as goodwill with external audiences. Unfortunately, CSR programs often feel the More
Posted in Blog, Corporate Social Responsibility, Employee Engagement, Our Ideas
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What’s Old Is New Again: Digital Advertising Trends in 2013
Even as ad spending growth has stalled in most traditional media, digital continues to climb. eMarketer recently hosted Digital Advertising Trends for 2013, an interesting webinar that examined major developments in US online, mobile and social ad spending, including 2012’s key More
Posted in B2B Marketing, Blog, Content Marketing, Interactive, Mobile, Our Ideas, Video
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Have You Taken Your Brand As Far As It Can Go?
We’ve written before about a common trap many challenger brands fall into: to compete with the Goliath in the industry, they feel the need to focus on the ways in which their offering is “just as good” as the big More
Posted in Blog, Branding, Our Ideas, Professional Services
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Video: The Must-Have Sales Tool for B2B Tech In 2013
Online video has quickly become one of the most popular medium in the B2B marketer’s digital toolkit. And for good reason. Video, with its immediacy, popularity, and viral potential, represents a unique opportunity for B2B brands to reach a receptive More
Posted in Blog, Our Ideas, Technology, Video
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Is Retargeting Right for B2B?
We’ve all encountered retargeting. Remember that time you spent a few minutes browsing a website, mostly likely retail – let’s say you were looking at shoes on Zappos – and the next day an ad featuring the very pair of More
Posted in B2B Marketing, Blog, Interactive, Our Ideas
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Rebranding? Bank on Employees First
It’s no secret that Bank of America has suffered some reputation hits since the financial crisis – from high-profile lawsuits blaming the bank’s lending practices for the housing bust to public outcry over plans to charge new fees to checking More
Posted in Blog, Branding, Employee Engagement, Financial Services, Our Ideas
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Don’t Miss the Definitive Film on American Healthcare: ‘Escape Fire’ Debuts on CNN
This Sunday, CNN will debut the award-winning documentary, Escape Fire: The Fight to Rescue American Healthcare. The two-hour feature length film originally premiered at the 2012 Sundance Film Festival and received honors at the 2012 Silverdocs, Full Frame, and other More
Posted in Blog, Our Ideas, Social Innovation, Video
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Color Series: The Proportional Color Palette
The visual aspects of a brand are what creates the overall “brand identity,” a way for audiences to create perceptions about your brand based on the consistency of images, language, font, design, and of course, colors. Color plays a crucial More
Posted in Blog, Branding, Color Series, Design, Our Ideas
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Internal Branding Campaigns: Why Success Starts With Research
We recently found ourselves in the following conversation: Client: We need to engage employees in our company’s new mission. We need your help with the execution of the communications campaign. We already have the positioning and messaging. The CEO wrote More
Posted in Blog, Branding, Employee Engagement, Life Science, Our Ideas
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One Nation, Underfed: DB Director Kristi Jacobson’s Incredible New Documentary Shines Spotlight on Hunger in America
Fifty million people in the U.S.—including one in four children—don’t know where their next meal is coming from. Directors Kristi Jacobson – the director behind many of our work, including this recent corporate film – and Lori Silverbush examine the More
Posted in Blog, Our Ideas, Social Innovation, Uncategorized, Video
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CSR and HR: Better Together
CSR minus HR is PR. This is a great quote, originally appearing in the World Business Council for Sustainable Development Driving Success, which speaks to a common challenge faced by many CSR professionals today: when a firm’s CSR strategy is More
Posted in Blog, Corporate Social Responsibility, Employee Engagement, Our Ideas
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The Complex Anatomy of UX Design
The term “user experience design” is thrown around a lot, but there’s little consensus on what it actually means. One reason may be the sheer number of disciplines that contribute to UXD, and the difficulty in defining how they work More
Posted in Blog, Design, Interactive, Our Ideas
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Conversation Starters: How B2B Tech Brands Can Leverage Content to Break Through the Clutter
In today’s increasingly complex, cluttered and connected marketing environment, B2B marketers have become more sophisticated in their use of content to open a dialogue with prospects and lead them through the decision-making process. This is especially true in high-tech industries, More
Posted in Blog, Content Marketing, Our Ideas, Technology, Uncategorized
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The Emerging Markets Opportunity in Financial Services: How Brand Can Help Drive Growth
Recently, an asset manager client asked us to produce a film aimed at attracting new investors. With half of their investors based outside the U.S., including a growing number from emerging markets, the firm needed a consistent and compelling way More
Posted in Blog, Entering a New Market, Financial Services, Our Ideas
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Billing Backlash and the Value of a Differentiated Law Firm Brand
The legal services industry is going through an important inflection point. Changes in the industry’s fundamental competitive environment, brought on by a surplus of talented lawyers and reputable law firms; a resurgence in client resistance to “generous” legal fees; and More
Posted in Blog, Our Ideas, Professional Services
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Big Data: The Big Opportunity for B2B Marketers
There’s a lot of buzz around the term ‘Big Data’ right now. For the most part, B2B marketers know it’s something that should be on their radar, but it’s very easy to get stuck in the weeds. So, what is More
Posted in B2B Marketing, Blog, Branding, Interactive, Our Ideas, Technology
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A Fresh Look at the 4 “Ps” of CSR Communications
Achieving the right relationship between a company’s brand and its corporate social responsibility efforts is a delicate balancing act. Many companies struggle with identifying the appropriate equilibrium between altruism for its own sake and using altruism to support a company’s More
Posted in Blog, Corporate Social Responsibility, Our Ideas
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B2B Social Media Marketing: 10 Trends to Expect in 2013
In 2012, B2B marketers took a more active role in social media, increasing usage and participation, and experimenting with new tactics for engagement. From CEO involvement, to online video, to content marketing — B2B marketers understand the importance, effectiveness, and More
Posted in B2B Marketing, Blog, Our Ideas, Social Media
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The Rise of the B2B Social IT Buyer
Are CIOs using social media? This is a question we hear frequently – with any C-Suite audience actually. Most recently it came up while we were working with an IT consulting firm to develop an integrated marketing campaign aimed at More
Posted in B2B Marketing, Blog, Content Marketing, Our Ideas, Social Media, Technology
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From Employee to Brand Ambassador: Maximizing the Value of the Professional Services Brand
Last year we published a whitepaper that examined how professional services firms can leverage the power of branding to stand out in an increasingly competitive industry. It’s fairly comprehensive in covering the process of building a solid and differentiated brand, More
Posted in Blog, Branding, Employee Engagement, Our Ideas, Professional Services
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DeSantis Breindel and Rooney & Associates Announce Launch of Brand Influence Guide for the Venture Capital Industry
Research Will Be Jointly Led By the National Venture Capital Association and Dow Jones VentureSource B2B branding and marketing firm DeSantis Breindel and strategic public relations firm, Rooney & Associates, announced today the launch of the Brand Influence Guide for More
Posted in News and Events
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Bank 3.0: The New Definition of Customer Service
Banking is no longer a place you go, but something you do. This is the underlying argument in Brett King’s new book, Bank 3.0 (an update to 2010’s Bank 2.0), which examines the widening gap between how customers choose and More
Posted in Blog, Branding, Financial Services, Interactive, Our Ideas
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DB Producer Robin Honan nominated for an Academy Award
Big news today! Producer and filmmaker Robin Honan – the producer behind our recent “Fire With Fire” film – has just been nominated for an Academy Award for Best Short Documentary for “Mondays at Racine.” This heartwarming and powerful film More
A New Kind of Film Production Company: DeSantis Breindel Launches a Film Production Subsidiary
Following the rapid growth of its film production business, branding and marketing firm DeSantis Breindel has launched a film subsidiary to work with organizations beyond its branding client base. DB Productions will focus on creating films for corporations, not-for-profits and More
Posted in News and Events, Uncategorized
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Inspiring New Documentary Short “Fire With Fire” Helps Spread Awareness About Groundbreaking Advance in Cancer Treatment
Who would dare to pit one fatal disease against another… inside the body of a seven-year-old patient? Immunologist Dr. Carl June is achieving amazing results with a medical breakthrough almost too good to believe: he and his team are reengineering More
Posted in News and Events
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B2B Marketers: Don’t Be Afraid to Ask “Why?”
“Asking ‘why’ is one of the most important strategies children have for connecting with their caregivers and learning about the world around them,” explains child psychologist, Dr. Dawn Taylor, in an interview for the Content Marketing Institute. But, why is More
Posted in B2B Marketing, Blog, Content Marketing, Our Ideas
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Introducing Cenergistic: DeSantis Breindel Helps Energy Conservation Firm Launch New Name and New Brand
Dallas-based Cenergistic Inc., a national energy conservation consulting firm, has launched a new brand, developed by New York branding and marketing firm DeSantis Breindel. The new brand platform includes a new name, which replaces Energy Education, the name the company More
Posted in News and Events
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What Banks Really Need to Know about Branding in Shifting Market Dynamics
What role can a brand play in a bank’s success? This is the question that Seth Margolis, Brand Strategist at DeSantis Breindel, addressed during his presentation at the American Bankers Association (ABA) annual Marketing Conference in San Diego this week. More
Posted in News and Events
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Engage Investors
For companies facing a major challenge or undergoing a significant change, the key to reassuring investors is placing the new developments in the context of an overarching strategy. They need to develop a story – or brand – around that More
Posted in Case Studies, Engage Investors
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Corporate Film
Film represents a powerful medium for connecting with a company’s most important audiences: customers, investors, communities and employees. Film assets can be easily syndicated online and shared across multiple platforms, making film far more likely to go viral than text-based More
Posted in Case Studies, Corporate Film
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