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 […]

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. […]