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 […]

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 […]

Brand Development for Start-Ups: Yes, We Do That.

“I thought you only worked with larger companies,” the owner of a start-up services company said to me a while ago. While much of our brand and marketing architecture work is more appropriate for complex marketing situations, much of our strategic and creative work– especially positioning – is as relevant for a smaller company as it […]

Big Data v. Big Judgment.

“Big Data, no matter how comprehensive or well analyzed, needs to be complemented by big judgment,” according to an article in the Harvard Business Review. Much in the same line, it has been pointed out that the decisions based on the analysis of Big Data are inevitably “informed by the world as it was in the […]

Simplify Marketing Complexity.

It is, arguably, the greatest challenge facing the marketing industry: How will you handle increased complexity? After more than a decade of consulting to some of the country’s largest organizations, Cohesion’s approach has been refined to accommodate and leverage even the most complicated of situations. The fragmentation of media distribution. The growth of customer voice. […]

Why Most Companies Don’t Trust Agencies To Develop Marketing Strategy.

Why Most Companies Don’t Trust Agencies With Marketing Strategy. “Clients complain that agencies don’t think or act strategically enough, that they don’t come to clients with a case about how the proposed approach will help them gain market share, increase volume, or otherwise steal sales from their competitors.  They complain that agencies don’t know their […]

Do You Need To Explore Strategic Alternatives?

  Exploring Strategic Alternatives: A Smart, Quiet Resource. For years, Cohesion has often been engaged by the C-Suites of larger organizations and by management of mid-sized companies to act as a partner resource in the exploration of strategic business (and marketing) alternatives. Whether considering the sale or acquisition of a business unit, or a joint […]

“But They They Expect Me To Do All The Thinking and Work, Internally.”

“But They Put Me In Charge Of The Brand, Internally. That Means They Expect Me To Do All The Thinking and Work.” Maybe. But in our experience, we have found that most companies have hired brand, marketing and other communications staff to successfully manage brand efforts, not necessarily develop all the strategic thinking. While management’s initial […]

10 Signs That You Need To (Re)Develop Your Brand Effort.

  Do any of these sound familiar to your organization? We lack consistency and direction with our brand positioning, marketing message and communications materials. We have a disconnect (and lack of collaboration) between sales and marketing: our culture and current way of doing things seems to be limiting our performance. We have a limited marketing […]