The Value of Outside Marketing Perspective
Something funny happened on the way to the future: As organizations have cut back on budgets and taken many marketing services ‘inside,’ many have also become extremely insulated…often, seeing things solely through the lens of an office window. It’s one thing to take creative services in-house. It’s quite another to look internally for truly innovative brand [...]
Developing The Internal Company Brand
At Cohesion, we have long believed in the power of aligning company ‘vision, culture and image.’ This concept, when put into practice, works most effectively when brands are built from the inside-out. It’s why we concentrate on developing the ‘internal’ brand first, moving to external brand development only after internal efforts gain understanding and momentum.
Cohesion: Built for Marketing Complexity
It is, arguably, the greatest challenge facing the marketing industry: How will you handle increased complexity. After more than a decade of consulting to some of the country’s largest organizations, Cohesion’s approach has been refined to accommodate and leverage even the most complicated of situations. The fragmentation of media distribution. The growth of customer voice. [...]
What Makes Us Different?
Since 1999, Cohesion has developed successful marketing foundations that not only create customer preference, but also drive company performance. But what makes us different? Simply, the value of our work is driven by the depth and breadth of the research process we undertake for our clients. This isn’t the formal, quantitative work that so many [...]
Are they delivering the right story, right now?
Every day, your company’s reputation and its sales potential are influenced not only by the conversations taking place in controlled sales and marketing environments, but by the complex network of seemingly small discussions that take place over coffee and cocktails, at football and soccer games, and yes, on Facebook and Twitter. Some organizations cringe at [...]
And Now, The Brand Renaissance.
Those who have called a death to brands have severely underestimated their potential. In fact, true brands – may be the answer to many of our current marketing ills. In a post entitled, Branding: The Next Generation, Martin Lindstrom of Branding Strategy Insider, says this: “There’s every indication that branding will move…into an even more [...]
Is Marketing Losing Its Value?
During the past nearly 30 years, we have recognized a disturbing trend not always obvious to many companies: Marketing is losing its value. Fueled to a great extent by technology, this trend can be attributed to many factors, resulting first and foremost in the growing separation between business and marketing strategy. (For other contributing factors, [...]
The Power Of Marketing Truth.
We are experiencing a seminal turning point in the history of marketing: the power shift from company to consumer. Until very recently, communications have been a one-way street, an imbalance that favored organizations. They have held all the power, reinforcing their decisions based on research conducted in artificial environments outside of true human experience. But [...]
A 210% Return on Marketing Investment.
Columbia University initiated a study with more than 20 other universities, concluding that businesses are losing millions each year trying to develop ways to increase sales and improve their company’s image…because they attempt to do it themselves. “Our study showed that companies, in fear of draining money out of their budget, decided not to outsource [...]
