Our Business: Marketing Direction

Since 1999, Cohesion has focused on the development of positioning, messaging and strategic narratives for a wide range of Fortune 500 and many smaller organziations. Ours is the business of marketing direction: a strategic niche different from research firms, marketing agencies, design companies and digital shops. Our highest value is at the very beginning of the marketing value […]

By The Way, What’s Your Story?

At the height of the great recession, many organizations quickly responded by trimming fat from budgets. And in no area was that more quick (and deep) than in marketing. Consequently, many of these organizations began to live with leaner budgets. Even as the economy recovered. Even as their postioning and messaging slipped into demise. Because over […]

Building Brands From the Inside, Out.

In a seminal Harvard Business Review article, entitled, “Are The Strategic Stars Aligned For Your Corporate Brand?”, authors Mary Jo Hatch and Majken Schulz pointed to the shift in product-driven (external) brand thinking to more comprehensive, corporate brand thinking that seeks to drive and align internal brand with external brand, through three points of alignment: Vision, Culture […]

Brand: Our Critical Point Of Focus

Mention the word brand in a meeting and trust us, you will have as many opinions as there are people in the room. One of the most maligned and misunderstood of all business concepts, brands have, unfortunately, become most associated with the ‘stuff’ surrounding them. Logos. Taglines. Ads. But a brand is more than its exterior ‘skin.’ […]

New Marketing Path Series • 2013

Cohesion proudly announces its complimentary white paper library, The New Marketing Path Series: 2013. It is intended as a rich resource for clients, prospects and partners to use in their specific brand and marketing efforts. First in this series: ‘Beyond Survival: Brand As Competitive Edge in Today’s Business Environment.’  Cohesion: The New Marketing Path Series […]

Time to Revisit Your Story?

As our collective understanding of today’s ‘new normal’ continues to evolve, many companies are beginning to once again take a look at who (and what) they are. Competitors have shifted. Categories have evolved. People have moved. Through these changes, many organizations are now in need of a more tightly defined position. Perhaps you know a […]