When (And Why) Do Clients Hire Cohesion?
Since 1999, Cohesion has worked with clients across the country to build, strengthen and manage brand assets and marketing strategies. During that time, our firm has learned a lot about the key brand and marketing needs of clients and the issues that impact them most. How to frame them; how to solve them. Below, are […]
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Integrating Customer Mapping And Brand Messaging Development.
Most often used as a blueprint for understanding where and how to transform experience to new, digital frameworks – user/customer experience mapping has become a dominant tool in recent years. And while this process can prove incredibly beneficial to build a foundation for functional development, it often lacks the next natural layer of messaging/content needed to drive true […]
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Selling Brand Evolution To The C-suite
Still can’t convince management they should upgrade your brand? Try these 6 arguments. Earlier this year, Brand Finance released its annual study: “Global 500: The most valuable brands of 2017.” The study reports that the monetary value of the Google brand increased to $109.5 billion last year, representing a year-over-year increase of 24%. Google is […]
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Refresh Your Brand.
One day it happens: Your brand is no longer as relevant as it should be. Categories shift. Products change. Channels disappear. Sometimes, you simply need to adjust and evolve to meet new tastes, trends and interests. Fear not: Since 1999, Cohesion has helped more than 120 brands ‘re-brand’ and otherwise re-position meaning, direction and messaging. Our […]
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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 […]
Continue reading »Brand Development: People-As-The-Difference Organizations
Our clients come in many shapes and sizes, from just about every category of business. B2C. B2B. And every hybrid in between. Since 1999, Cohesion has helped position and manage more than 100 brands across the country and throughout the world. But in a recent study of our work, we came across an interesting area […]
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Marketing Gurus Are Giving The Really Good Ones A Bad Name.
Have you noticed an increase in the number of marketing gurus? Geniuses and visionaries, too. Perhaps you’ve also noticed that these labels are often self-proclaimed, or bestowed by a book publisher or publicity firm. Funny. The smartest people I’ve ever met in marketing never considered themselves gurus, or geniuses. Then again, they were too busy successfully practicing […]
Continue reading »I Just Need A Logo And A Tagline. Or, What Is A Brand, Anyway?
Far too many people are taken in by the bright and shiny — the style of something over its substance. Used car dealers have known it for years: You can sell a faulty car for more money if you repaint it, first. Unfortunately, the same thing happens all too often in the world of brand development. For […]
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