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 […]

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 […]

“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, […]

Brands Are Dead. Or, Are They?

“Brands Are Dead,” according to Jonathan Salem Baskin, who wrote, “Branding Only Works On Cattle.” In a post from the blog, ‘Business Pundit,’ Mr. Baskin says, among other things, “Nobody carries brands around in their heads. Nobody has a relationship with a brand. Or lives a brand lifestyle. Brands aren’t conversations, and they’re not bought, possessed, or […]

Will Your Brand Be The One They Choose?

  (Click on the above for a larger version.)   Funny thing about customers who have a choice: They choose what they like, or perceive they need and not necessarily what you’ve planned for them to choose. It’s an inexact process, based on an odd mix of logic, emotion and so many other tangible and […]

Crafting Your Brand (Business) Story Through Video.

We Call It Video Docu-Branding.  Earlier this year, we integrated the work of Big Shot, our short-format video company, into Cohesion’s core strategic offerings. Much of this had to do with the simple fact that most of our new engagements were not for ‘one-off’ short-format videos, but rather, for companies that saw the opportunity to […]

Brand, As A Point Of View.

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 […]

Where Does Marketing Architecture Fit In The Vendor Landscape?

  “Before I hire an agency, I need a company like yours to rebuild our marketing architecture.” That’s been said to us quite a bit in the first part of 2013, which makes it an interesting topic for discussion. The specific discussion: How is the landscape of marketing vendors shifting and where does marketing architecture […]