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Is Your Brand Insane?

October 18, 2018


You’ve heard it so many times…the definition of insanity is doing the same thing over and over again and expecting different results. That’s why the Tag team is perplexed by the similarities between brands in so many categories.

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Is Your Brand Insane?

October 18, 2018

You’ve heard it so many times…the definition of insanity is doing the same thing over and over again and expecting different results. That’s why the Tag team is perplexed by the similarities between brands in so many categories.

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Building the Bigger Brand – How to develop a broader brand to encompass a growing organization.

October 11, 2018

Our agency recently had the opportunity to work with a client from years ago on a new branding project. Our client’s intent? Elevating its brand to the next level by developing an entirely new entity to act as the holding company for their entire organization.

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Agency Spotlight: Hoyden Creative

October 1, 2018

Where did your agency name originate from? Hoyden is a classical literature term for a boisterous, fun-loving woman. This is the enthusiasm that we wanted to apply to our business and we are 100% women owned-so it fit! What year did your agency begin? 2015 Where did your agency start? Adrian, MI What does your office space look like? We lease office space in a new co-working space in Adrian, MI, although we are often […]

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Connecting Brand to Social Issues via Cultural Marketing

September 27, 2018

Within every social issue exists the opportunity for a person, entity or a brand to make a positive impact by focusing on social good. For marketers, the opportunities represent a new frontier for increasing connections with the communities they serve: their consumers. However, there seems to be varying levels of understanding and commitment to the cultural and social roles, responsibilities and impacts relative to their marketing and positioning of their brand, product or service. The […]

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A Brand is a Brand is a Brand.

September 19, 2018

Very often we hear B2B advertisers say: “Branding is for consumer products—B2B is all about relationships and people, not products because most of the B2B category is made up of commodity products and services anyway.” And we say: “Not so, a brand is a brand is a brand.”

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What a CEO Should See In The Mirror

September 13, 2018

I was asked recently why it was so important that the C-Suite be involved in the brand development process. My answer is: brand development is not a marketing assignment. It is a corporate initiative and must originate at the very top echelon of the company or organization. You see – CEO’s, presidents or the executive leadership of any enterprise are the brand ambassadors. They are the evangelists and chief advocates. The employees, suppliers, strategic partners […]

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Tearing Down Five Outdated B2B Brand Myths

September 6, 2018

Business-to-business companies tend to underinvest in their brand due to misperceptions about the role brand can play in their business.

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Marketing: Are You Proactive or Reactive?

August 28, 2018

Do you set your marketing objectives, develop a strategic and tactical plan and then stick to it? Or do you find yourself constantly reacting to what your competition is doing? If your competition has you on the defensive, then you need to take a serious look at your brand and your marketing efforts.

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Does a Subset of an Organization Need to Reflect the Overarching Brand?

August 23, 2018

As a certified brand strategist, I get excited about participating in any aspect of brand development. However, it turned out that what the committee really meant by rebranding membership was simply finding a more compelling way to describe the benefits of membership, while deemphasizing the discounts members receive on classes.

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The Importance of Brand Touchpoints

August 9, 2018

I was reading Marketing Daily this morning and the first paragraph struck me, “The recommendations people make to their friends and family carry more weight than the messages companies put out on their own behalf.”

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About The Brand Establishment

The Brand Establishment perfected the first contemporary brand development process specifically for small to mid-sized advertisers more than two decades ago. These tools and procedures have been utilized by companies in virtually every business sector – hundreds of times.