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 […]

“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 […]

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 […]

Brian Creath Selected For World Brand Congress Advisory Council

  St. Louis, MO (April 10, 2013) — Brian Creath, president and founder of Cohesion, a brand and marketing direction company founded in 1999, has been selected to serve on the advisory council of the World Brand Congress, according to Dave Porter, Global Chairman, World Brand Congress. Creath joins an international panel of marketing 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 […]

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 […]

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 […]

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 […]