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 […]

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 […]

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 […]

The Truth: Leveraging Brand Authenticity.

As the the marketing power shift from company to consumer accelerates, one thing seems to be crystal clear: In the future, companies that tell the truth–where words mirror action–will succeed more often than those that don’t. Customers simply won’t buy anything less. But there’s a problem. A problem so dark and secret that few would dare […]

The One Marketing Tool that Saves Companies Time and Money.

The One Marketing Tool that Saves Companies Time and Money. Since 1999, Cohesion has been building comprehensive marketing, positioning and messaging platforms that save companies time and money. How?  First, those who need to communicate the benefits of your business and brand will stop reinventing the wheel every time they have a meeting. The right answer is always right […]

Updating Your Brand Playbook.

  Consumers are steering brand marketing into areas previously unknown — taking the driver’s seat and telling brands where, when, and how they want to interact. A shift that is forcing marketers to rethink the rules of brand building and the strategies they utilize. At Cohesion, we’ve worked with numerous brands to refresh overall strategy […]

Building A Cohesive Positioning And Messaging Platform.

As brand and marketing issues, audiences, and challenges become more complex, developing and managing marketing, brand and communications architecture becomes more critical. Because building a concise and well-crafted foundation that houses positioning and messaging for brands, products, services (and a host of other areas) creates needed efficiencies and a welcome blueprint for the myriad internal and external […]

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 […]