Marketing Structure For Smaller, Growing Organizations

You’ve built the product and/or service. You’ve started the business. And it’s growing. But you’ve been so focused on initial sales, operations and cash flow that marketing — well, that just seems like something that can wait until you get a little bigger. And have a little more cash in the bank. Every week, we […]

Branded Content: Direction & Development

Since 1999, Cohesion has been directing and developing content efforts for companies large and small. But different from companies who simply provide content, our efforts born of our expertise in brand and marketing strategy and platform work. Whether we’re developing website content, social media content, or other forms of digital or traditional content, we leverage our […]

Video Docu-Branding. Keeping Your Brand Alive

One of the big challenges that companies face today is the need to constantly keep brands relevant and fresh. As brands look to new and alternative methods of digital and social distribution, video content has risen as arguably the best tool available. But unfortunately, most companies and their vendors treat video as a one-time project. Which means […]

Short-Format Videos That Drive Marketing And Social Media Engagement

Video content is on the rise. According to a recent HubSpot post, including video on a landing page can increase conversion rates by 80% and 92% of mobile video consumers share videos with others. In 2012, we introduced Big Shot, a short-format business video service. Recently, Big Shot upgraded its back-end process to create an even better user […]

Brand Work Examples.

(Click on the graphic below to view examples of our Brand Work.)

Marketing is Losing Its (Perceived) Value.

The devaluation of marketing certainly hasn’t happened overnight. It is a generational trend. And the more pervasive technology becomes in the marketing world, the faster marketing (especially marketing strategy) is losing its perceived value. In our experience over the past three decades, we have seen five (5) factors emerge as major contributors to this decline: The […]

Winning Tactical Battles. (Losing Sight Of Objectives?)

Years ago, I remember walking into a potential client’s conference room (a shoe company) who–after the mandatory introductory banter–enthusiastically offered, “We want to aggressively start advertising.” I responded: “That’s great and we can help you do that. But I’m here to help you sell more shoes.” Today, I watch many companies that, both fascinated and confused […]

Brand. The Business of “Why You?”

Cohesion is a Brand Agency. But really, our business is dedicated to constantly asking and answering the simple, yet complex question: “Why You?” Why is yours the brand they should buy? Why should customers care when you introduce a new product or service? Why are you different? Why (and how) are you relevant? For every marketing and brand objective you have: Why You? Learn more […]

“We Don’t Need All That Strategic Thinking.” (or) “Why Doesn’t Our Marketing Work?”

Recently, I met with a prospective client of a large, regional organization, who seemed eager to re-energize her company’s corporate brand. “We really need to develop a new platform for all of our positioning and messaging,” she said. “Internally and externally, we’re confused. We need to define our direction and make a big, bold statement […]

The Problem With Hiring A Design (Or Digital) Firm To Build Your Brand.

Maybe, you’re thinking about hiring a design and/or digital firm to ‘brand’ your company, product, or service. Because their ‘stuff’ looks nice. And certainly, you need stuff. Because they’ll start with the things you say you need. A strong visual identity. A logo. A tagline. A system of colors and typefaces. A refreshed website. Initially, […]