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 […]

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 […]

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 […]

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 […]