Must Love Cats: Why Videos Go Viral
It’s Internet Week in New York, and media experts from all over have gathered in SoHo to listen, learn, and discuss all the newest trends and insights made in the world of media, marketing, and the webosphere as a whole. More
Tearing Down the Walls: How Open Workspaces Contribute to a Collaborative Culture
What does your office workspace on a holistic level say about the corporate culture your company is trying to build? B2B firms are historically more conservative in their corporate practices due to the gravity of their client responsibilities, and the More
The Color Series: Why Tech Brands are Mad about Mixing
Our Color Series is an exploration of the meaning and connotations of color in culture and business. As strategists and designers, we are always curious about the applications of color in culture and business. Earlier this year, we examined the More
Finding Your Content Niche From Within: The Opportunity for Professional Services Brands
What do professional services firms and media companies have in common? In one word: Content. It is impossible to ignore the increasingly important role that content is playing in B2B marketing, especially for professional services brands. In a world inundated More
Is the R in CSR Starting to Diminish in Value?
It goes without saying that CSR efforts are a noble and necessary aspect to big corporate culture, however what happens when being socially responsible starts to lose its gravity and significance within a company? An article posted by Fastcoexist.com highlights More
Considering Online Video for Your Next Marketing Campaign? Look Before You Leap
If 2011 was the year that content marketing exploded onto the B2B marketing scene, then all signs point to 2012 being the year of online video. Video, with its immediacy, popularity, and viral potential, represents a unique opportunity for B2B More
Perks Aren’t Always Everything: Why Building Corporate Culture Matters Most
Recently, Fortune Magazine published its annual list of the 100 Best Companies to Work For. It’s impossible to ignore the fact that the majority of companies that land a spot on the list are big corporations with very deep pockets. More
Beyond Math: Why the Lowest Common Denominator Applies to Advertising
The lowest common denominator (LCD) can be defined as “the broadest or most widely applicable requirement or circumstance.” It’s often difficult to acknowledge, but LCD can be a valuable tool for marketers when developing advertising campaigns. Larger ad sizes allow More
Adapt or Die: The Consumerization Revolution in B2B Technology
Online technology community ZDNet.com recently published “Consumerization of Tech: The New Enterprise Disruptor,” an intriguing article that examines the growing trend towards the “consumerization of IT” and what this shift means for the future of technology as it is used More
![Prof_Services[2]](http://www.desantisbreindel.com/wp-content/uploads/Prof_Services2.gif "Prof_Services[2]")
Professional Services and Social Media: Engaging Employees
Professional services brands are built on reputation, relationships and intellectual capital. In such a competitive and fast-paced industry, social media, with its innate interactive and viral capabilities, can be a powerful tool for disseminating thought leadership and building meaningful connections More
Corporate Social Responsibility: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles and webinars related to Corporate Social Responsibility published over the last quarter, broken down into bite-size pieces for your convenience. Lessons Learned in Promoting CSR More
Rewriting Healthcare’s DNA: Rebecca Onie at TEDMED 2012
Once a year, TEDMED hosts a conference where innovators and fresh thinkers from all over the globe come together to discuss the future of healthcare and medicine. We are pleased to share that Rebecca Onie, Co-founder and CEO of Health More
Professional Services Branding and Marketing: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles and webinars related to B2B professional services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience. Case Studies: More
When It Comes to Your Clients, Never Make Assumptions
Marketers should never assume their clients or prospects are aware of all the products and services that fall under their corporate umbrella — even with those clients for which there are long-term, established relationships. By developing marketing and sales strategies More
Pinterest: The Conversation Around the Controversy
Over a month ago, we published an article entitled “Pinterest: The Next Big Thing in B2B Social Media Marketing,” and as it turns out, Pinterest is turning up in the headlines almost daily for a myriad of reasons related to More
Financial Services Branding and Marketing: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles and webinars related to B2B financial services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience. Technology Pays More
Color Series: Iconic Yellow
Our Color Series is an exploration of the meaning and connotations of color in culture and business. Mellow yellow wasn’t always so: several hundred years ago in France, yellow was smeared onto the doors of felons and traitors, heretics in More
Life Science Branding and Marketing: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles related to life science branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience. On March 1, Eye More
Color Series: Lean, Mean and Green
Our Color Series is an exploration of the meaning and connotations of color in culture and business. Green: it signifies American cash, it refers to being ecologically conscious, and green means go. It is a natural color, of grass and More
Who to Follow: Financial Services Marketing
“The Influencers: Financial Services Marketing” is an aggregate of marketing strategy, business insights and industry trends for marketers in Financial Services. If you’ve been following our Twitter lists recently, then you know we’ve been aggregating the influencers in technology, professional More
Technology Branding and Marketing: Best Content of Q1
The “Best Content” series brings you a handful of the most thought-provoking and informative articles and webinars related to B2B technology branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience. Godless Barbarians at More
Color Series: Why We Can’t Ignore Red
Our Color Series is an exploration of the meaning and connotations of color in culture and business. Today, in the United States, red can represent anything from stop signs, fire trucks, blood, passion, danger and even Coca-Cola and Netflix. Color More
Expand with Brand in Mind
We recently came across an interesting article in Accounting Today that examined the expansion of accounting firms, noting specifically the growing trend of “expanding any way you can” across vertical and geographical markets. The industry as a whole seems to More
Who to Follow: Corporate Social Responsibility
“The Influencers: CSR” is an aggregate of thought leaders who regularly share strategies and insights for increasing participation in and enhancing the long-term impact of corporate social responsibility programs. As more and more companies are discovering CSR activities can build a More
The Disappearing Scrollbar
An intriguing article recently published by Ars Technica explores elements of Apple’s newest operating system. One element, the “disappearing” scrollbar, is a significant change from an accepted standard. As other industry innovators adopt a disappearing scrollbar as part of their More
CRM Gets Social: How Tech Marketers Can Appeal to Financial Advisors
The technological options for financial service companies today seem endless, which means that technology brands need to work that much harder to stand out. So what are financial service technology buyers looking for? InvestmentNews interviewed a panel of professionals working More
The Compliance Conundrum: Unlocking Social Media’s Potential for Wealth Management
Last week, BDI held its’ annual Social Media in Wealth Management Leadership Forum in New York. The event brought together thought leaders in the industry who shared best practices for enabling financial advisors to use Social Media platforms to connect More
Why do Employees Volunteer? Ask Them.
Why do employees get involved in corporate social responsibility activities? Is it the opportunity to “do good”? Or maybe the chance to make a positive impression on company management? Perhaps just to get a day off from work? The answer More
Who to Follow: Professional Services Marketing
“The Influencers: Professional Services Marketing” is an aggregate of marketing strategy, business insights and industry trends for marketers in the Accounting, Legal Services and Management Consulting fields. Recently, we published our Twitter list for Tech Marketers, and based on the More
What Happens When Talladega Nights Meets Catcher in the Rye?
This week, PBS will be airing Racing Dreams, the feature documentary film directed by our friend Marshall Curry. Described as “Talladega Nights meets Catcher in the Rye,” Racing Dreams follows three tweens who dream of becoming NASCAR drivers. Too young More
Pinterest: The Next Big Thing in B2B Social Media Marketing
As the old saying goes, a picture is worth a thousand words. But it seems the newly viral online bulletin board site Pinterest, has brought new meaning to this idiom as more and more businesses are adopting the online forum More
Mission Critical: Aligning Pharma Brands with CSR
Pharma companies are especially active when it comes to corporate social responsibility (CSR). According to The Foundation Center’s “Key Facts on Corporate Foundations” Report, the pharmaceutical industry held the second largest share of corporate foundation giving (at 15.2%) in 2009, More
Who to Follow: B2B Technology Marketing
“The Influencers: Tech Marketing” is an aggregate of marketing strategy, business insights and industry trends for marketers in the Technology field. With a great breadth of information and knowledge comes a need for some form of organization and order. Twitter More
7 Success Principles for Creating an Employee Volunteerism Campaign
When it comes to maximizing the impact of employee volunteer programs, a well thought-out branding and communications strategy can be your most powerful tool. Even when employees volunteer on their own, an effective communications campaign can make them feel connected More
Color Series: The Financial Blues
Our Color Series is an exploration of the meaning and connotations of color in culture and business. Blue: the most common color in financial services. A look at fifty top financial services brands found almost half had blue logos and More
How Images Become Icons
Visual icons are deeply engrained in our culture, recognizable in an instant and possessing powerful connotations. To someone from a different culture or time, modern images would mean very little, yet images of a classic Coca-Cola bottle or Che Guevara More
HTML5: What it Really Means for B2B Marketers
HTML5 is the most recent update to the language used to write web pages. It has recently become a popular topic of conversation: many are commenting how the revised markup language, once finished, will change the Internet for the better. More
Finding North: A Documentary With a Great Message Makes It to Sundance
Congratulations to Kristi Jacobson – one of our commercial directors – on her new feature documentary film “Finding North” being selected for the documentary competition at the 2012 Sundance Film Festival. Finding North is a feature-length documentary that shines a More
Big Ideas, Big Impact: Forbes Launches List of Top Social Entrepreneurs
Forbes recently added to its famous list of lists, and released the Impact 30: a list of the world’s leading social entrepreneurs. It is the first time the flagship publication has ever assembled such a list and its creation points More
Writing in the Age of Twitter
In today’s content-fueled B2B marketing environment, we’ve all turned into writers and publishers. Between Twitter updates, emails, blog posts and LinkedIn group discussions, we’re all trying to get people interested in what we have to say. Most of these forms More
Employee Engagement in a Digital World
A digital world, one that is highly social and intricately connected, is based on transparency: everyone knows everything at all times. Fast-paced communication means that news, information, and opinions are exchanged constantly. At a moment in time when everyone is More
Color Series: Stuck on Blue
Our Color Series is an exploration of the meaning and connotations of color in culture and business. “We’re looking for a unique brand color for our company. We really want to stand out.” “Well, red would really differentiate your company.” More
Investment Management Marketing: A Sea of Sameness
Recently, we did some research into how investment managers brand themselves. Specifically, we wanted to identify the brand positioning and key messages of industry leaders. In compiling these core brand assets, we were struck by how generically and blandly investment More
Employing the Merger
About 10 years ago, a collective worry circled the corporate world: that mergers were getting out of hand. A Fast Company article from 2002 mentions that “in the first five weeks of 2000 . . . more than $500 billion More
It’s Time to Dive In: B2B Marketing and Social Media
It’s no secret that B2B marketers have been slow to incorporate social media into marketing programs. It’s almost as if we are wading into an ice-cold pond, inch by inch. Right now, we are up to our waists: we know More
Financial Services, Meet Social Media
Social media is helping many B2B brands connect with customers. According to a recent post in the Harvard Business Review, the three primary benefits of using social media are: increased awareness of the company, increased traffic, and more favorable perceptions More
Redesigning a Museum of Design
If you were in the mood to look at some Monet and maybe a little Picasso, you would head over to the Museum of Modern Art. If your kids were at the height of their dinosaur obsession, you’d naturally take More
Breaking Up Is Hard To Do
Corporate breakups are the new black. And Wall Street is buzzing as company after company looks to spin-off to create greater value for shareholders, despite the weak economy. With all the commotion, it can be easy to forget that breaking More
Everyone’s Doing It: How Can Your Content Marketing Stand Out?
Recently, we examined the increasingly important role that content is playing in B2B marketing that we published in a whitepaper. The proliferation of content is especially apparent in professional services, where eight of the top ten accounting firms have content-driven More
Brand Behavior: Does Your Company Walk the Walk?
Picture this. You’re sitting at your desk flipping through a small stack of mail. Most of it is publications, but there are a few direct mail letters, and one is from a bank. You recognize the name: they’ve just bought More
