Design Focus vs. Strategic Focus
Communication on-the-whole (and marketing in particular) is increasingly driven by visuals and not words. This is not to diminish the power, nor the importance of the written word, but simply to state the obvious fact that the model has flipped from ‘words first’ to ‘visuals first.’ Globalization, multi-language organizations, the web and a pervasive belief […]
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Here Comes The 4th Quarter. Do You Know Where Your Brand Is?
You’ve been talking about your brand all year. How to improve it. How to grow it. How to make it work harder for your business. But difficult and time-consuming day-to-day work just seems to get in the way of more strategic work. And so, fundamental brand and marketing strategy efforts get pushed down the road. Ironically, the most […]
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Transformation: Art of the Re-Brand
Categories shift. Products change. Channels disappear. Sometimes, you simply need to adjust and evolve to meet new tastes, trends and interests. Brand positioning is about finding relevance. If you don’t currently have it, it’s time to find it. Since 1999, Cohesion has helped more than 120 brands ‘re-brand’ and otherwise re-position meaning, direction and messaging. Some […]
Continue reading »Why You Need Brand Architecture.
Like many of our clients, you may be challenged with a multitude of brands, products, subsidiaries and corporate brand initiatives. Maybe, you have a single, ‘monolithic’ brand, but that brand needs to bridge to a variety of disparate audiences, who each carry differing points of view and relate to your brand in differing ways — and to […]
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32.5% Of Organizations Have No Structured Approach To Value Messaging.
According to CSO Insights, 32.5% of organizations have no structured approach to value messaging. Worse, 3.2% of these organizations “Don’t Know” if they have an approach, or not. In our work at Cohesion, we are engaged primarily for one of three (3) reasons: 1) to ‘fix’ a message that has become too complex, 2) to find […]
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Is Your Message Too Complex?
If yours is like many of the complex organizations we work with, your messaging faces a vast array of audiences, issues and internal brand architecture. Which means that creating individual messaging for brands, products and services can be quite a challenge. Unfortunately, many organizations tend to create individual messaging that, 1) attempts to communicate complexity […]
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With All That Change, Is Your Brand Really A Brand Anymore?
After years of change — acquisitions, mergers, divestures, new management and more — organizations often awake to find that their brands, aren’t really brands anymore. Once well-grounded brands with firm positioning and promise have shifted and changed. Disrupted by new categories and competitors. Altered by new parent and sister brands. Impacted by customer habits and needs. Sure, they […]
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Is Marketing Losing Its Value In Your Organization?
In the past few years, we have recognized a disturbing trend not always obvious to many companies: Marketing is losing its perceived 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. It’s a trend being fueled by […]
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Who’s Minding Your Message?
You have marketing agencies. You have internal marketing/communications resources. You may even have a PR firm and a digital shop at your disposal. You’re churning out a lot of work. But your business is complex. With multiple brands, products, services and marketing assets. In categories that are changing daily. Facing competition from non-traditional players. With […]
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Technology Migration: Start With Content
So, you’re about to embark on that next big technology project. Perhaps its an enterprise-wide new intranet. A digital asset management system. The launch of a new app. Or, a brand new website. As you dream about the efficiencies and savings your new technology will create, don’t forget the one element that can successfully tie […]
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