Tag: branding

My Latest for the Found Gen: Consumers’ Message to Brands: Just Be Yourself

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Most savvy business owners find themselves, at some point in their company’s life span, worrying whether their marketing message is connecting with target customers. And if those customers include people under the age of 30, the worry isn’t just about connecting—it’s about speaking what seems like a whole other language.

The good news is: They can now relax. Marketing studies have (yet again) revealed that consumers of all ages respond better to messaging that is authentic to the brand and focuses on what’s important—how will your product or service make my life better?—versus what’s cool or trendy. READ MORE AT THE FOUND GEN

Design Partner: Genius Switch Studio

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In need of web, print, mobile or identity design work? I’m proud to partner with Genius Switch Studio, an award-winning interactive design and brand strategy agency that delivers effective, inspiring, and effortless design in tandem with fully optimized user experiences. If you have a project requiring design work and content development, I can collaborate with the team at Genius Switch to deliver a cohesive final product.

Genius is based in the lovely town of Dover, New Hampshire, and its talented designers and developers hail from arts hubs across the country and world like New York, San Francisco, and even Bogotá, Colombia. Clients include local businesses and start-ups as well as regional organizations and national corporations. A particular specialty is working with nonprofits and companies that strive to make a positive impact. (Check out the team’s outstanding work for the Prescott Park Arts Festival and IMS Health AppScript.)

A lot goes into building a website, and coordinating the design and development with the content creation can significantly streamline the entire process. Check out more of Genius’ work here.

My latest for The Found Gen: Content Is King

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It is a basic truth that when we are surrounded long enough by any one thing, we eventually take it for granted. It’s not that the usefulness has lessened (though certainly in some cases the perceived value has); it’s just that we become conditioned to expect it. Content, and specifically Internet content, is something most of the computer-using population now takes for granted. Think about it: Do you ever flip open your laptop in the morning and fear: Maybe this is the day Google will return 0 results. What if the Huffington Post doesn’t have an opinion on something? How will I get through the day if no one posts a witty rant on Twitter? READ MORE AT THE FOUND GEN

My Latest for the Found Gen: What Makes a Slogan Effective?

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The term “slogan”—defined as a “word or phrase that is easy to remember and is used by a group or business to attract attention”—is derived from the Scottish word for a war cry. It’s a pretty fitting etymology, when you think about it. An effective slogan cries out into the marketplace the essence of a business. It becomes entrenched in consumers’ minds, guiding their subconscious thought patterns, perceptions and, hopefully—ultimately—their decision making. It is a perpetual (and free) advertisement. READ MORE AT THE FOUND GEN