I like to live in love. It keeps me hopeful and looking forward to every moment. But what is love besides the theme of Valentine’s Day? Wikipedia wasn’t much help, nor were the sweet little “Love Is” cartoons that come up in my Google search, or the words stamped into those candy hearts I took from my daughter’s desk… 
RESEARCH is often the last thing on a brand’s to do list, but the first thing that will be missed if it’s cut from the initiative. It’s tempting for organizations to control budgets by limiting investment on research because it does not directly build ROI. But skipping this step can lead to inaccurate conclusions that cost multiples of the proposed research dollars. Think about a football coach who refuses to spend the time on game film or the scouting report on their next opponent… 
Some people make resolutions at the beginning of every year but those of you who have been with me since the first, First Tuesday (Nov. 2010) know that I make promises instead. Promises, in my mind are much stronger and I do not make them lightly. Promises are my truth. I am bound by my promises…
Last month we discussed the importance of choosing a branding agency that has a clearly defined methodology. Synergistic Integrated Branding is the 8-step methodology that we’ve crafted at FLUXbranding. We’ll be exploring each of these steps in greater detail over the next 8 months.
Here’s a quick recap of the process:
Step 1: INVESTIGATION includes observations of your organization to gain a deep…
December is for you. Time to sing and dance, celebrate the year that you have had. It’s not quite over and there’s still time to put the cherry on top of your sundae, but you can feel it already. As soon as the calendar turned over last Thursday I immediately felt like celebrating. This has been an amazing year for us here at FLUX. We have exceeded all our expectations. From what I have seen and heard from clients…
Typically a company will start to think seriously about their brand during times of change. There can be an internal change in philosophy, an external change in the marketplace, an acquisition, a new offering or new tender from the competition. Once the branding/re-branding process has begun there are multiple challenges, risks and…
Personally and professionally it’s time to be grateful. The beauty of a strawberry, the smell of rain, the sound of a guitar, the smile on my daughter’s face…I appreciate those things intuitively and emotionally. It’s in these small moments that I gain a deeper understanding of what’s really important. I have learned to appreciate the value of memorable experiences and the good feelings they inspire…
Who are you? What do you do best? Where do you fit within your industry? What makes you better than your competitors? What makes you special? Answer those questions truly, honestly and completely, and you have the foundation for an authentic brand position. Crafting a clear, well-articulated brand position helps cut through market noise. It makes a direct connection with your intended audience and ensures that you are memorable. It’s crowded out there. How well you set yourself apart while remaining true to your product or service is critical to your success…
Halloween is one of my favorite holidays for the contrasts it represents: Orange and Black. Trick or Treat. Horror and Delight. Each masks the emotion and the feeling of the other without silencing or muting its essence. We wear masks so we can pretend we are something we wish we were, or something we’d never want to be…
Have you ever noticed within the most spirited companies, the people that work there seem united? There are two schools of thought behind this. One is that organizations tactically recruit unified types of people. The other is that organizations strategically create unity through their culture. Either way the goal is to develop an internal brand that reaches the hearts and souls of your employees, generating a deep sense of “spiritual” loyalty…
The older I get, the shorter summer seems. Labor Day was yesterday and children all over the country are back in school. September is traditionally the last month of harvest and the first month of learning. You may be interested to learn that Mexico celebrates their independence on the 18th of this month. The 19th is International Talk Like a Pirate Day and the lessons of September 11th teach us more about ourselves and our world every day….
Your brand is not your name, your logo, your colors, your style guide, or your tag line. But your brand identity is determined by the choices you make in all of them. How you visually represent yourself to the marketplace is important. First impressions can only be made once so clearly communicating who you are in a bold and memorable way will often be how you are perceived each and every time a potential customer comes in contact with you. The design of your brand identity needs to be authentic, relevant…
It’s August and it’s hot. Sizzling hot. During August, Sirius, the “dog star,” rises and sets with the sun, which led ancients to believe that both the sun and Sirius were working together to make it that much hotter. That’s how August came to be known as the dog days of summer. There really is no truth to that theory, but it does make me think about heat. And how to make your brand sizzle…
For every company name there is a story.
Sometimes it’s as simple as the founder’s name or street where your company is located. Some names are the product of weeks or months of investigation and research. Others are born in a moment of inspiration. However you decided upon a product or company name,…
I love July. Summer is in full swing and a feeling of independence is in the air. The 4th of July is America’s branding moment – we display our symbols and rituals proudly. Nothing defines this country like the spirit of independence we share with friends and family gathered together to celebrate with flags and fireworks. We have pride in who we are and in who we are becoming. It is a day to celebrate the American brand…
Companies typically budget for branding based on sales, and attempt to determine ROI based on its direct affect on revenues. We believe this is an inherently flawed approach.
When initiatives are evaluated in terms of their immediate impact on sales, the long-term benefits of an overall brand strategy are more difficult or even impossible to achieve. Branding opportunities have a deeper monetary value that extends well beyond current revenues…
Even though I can manage the dark, I do my best work under good light. My eyes are sharp, but they require illumination to perform their best. Simple, bold fact: when I can see, I can be more precise.
June 21st is Summer Solstice, the longest day of the year. It’s a metaphor for looking at things. This is the day you can see the most because of the duration of natural light. Take this opportunity to measure your campaign’s effectiveness, and look for new growth opportunities…
Welcome to the final article of our 8-part series. At the conclusion of a branding initiative, great value can be learned through MEASUREMENT, where we attempt to quantify results towards meeting the business goals.
We began with INVESTIGATION, discussed RESEARCH, defined ANALYSIS, described VISION explained STRATEGY focused on CREATIVE, then detailed CAMPAIGN…was the project effective? Did we reach our goals? It’s now time to MEASURE the outcome…
Flowers are blooming in my garden as the weather heats up. Signs of life are everywhere: birds, bees…brands! MAY is a great time for a simple campaign to remind the world that your brand is alive. It’s an important step in setting the stage for another, bigger promotional effort. Start with communication that something is about to happen. Taking action to get noticed now helps ensure that you’re positioned to attract critical customers as the business landscape continues to heat up into summer…
This article focuses on the CAMPAIGN, where we take the strategies and creative materials out on the road to meet your business goals and generate a return on your investment. We began with INVESTIGATION, discussed RESEARCH, defined ANALYSIS, described VISION explained STRATEGY and focused on CREATIVE, where materials are crafted and platforms created. Now it’s time to take it on the road…
We ask that question as the foundation for developing an authentic brand. After years of asking our clients, we turned the tables and asked ourselves. The results were distilled into the powerful new identity for our agency: FLUXbranding. Our name reflects our expertise in Synergistic Integrated Branding– strategies for visual, interactive and experiential campaigns that generate spirit and sustainability around a service, product, location, offering, cause, or technology…
Welcome to part 6 of our series on best practices in branding. Regular readers will notice a subtle shift in our methodology’s name…a slight change in perspective to help define our branding expertise within the broader context of marketing. We began with INVESTIGATION where an engagement forms, discussed RESEARCH in evaluating and validating ideas, defined ANALYSIS as the development of fundamental creative branding concepts, described VISION as the poetic statements and visual presentations that develop consensus and explained STRATEGY for development and launch of a branding initiative….
It’s March. Madness. Leprechauns. Shamrocks. Green bagels. Time for a bit of mirth. We like to keep a playful spirit in the studio. It keeps the creative energy alive, and tends to make everyone happier. Creativity is fragile, and we’ve found that being overly serious can limit our vision. Through a bit of mischief, we’re able to have a great time in the studio while simultaneously producing the amazing branding that we’ve built our reputation on…
Welcome to part 5 of our series on best practices in branding. I began with the first step to successful branding: INVESTIGATION where an engagement forms. We discussed the value of RESEARCH, the key step in evaluating and validating ideas. ANALYSIS is where fundamental creative branding concepts are developed. VISION crafts the initial poetic statements and visual presentations that develop consensus…
It’s February and the time when thoughts turn towards Valentines, roses, chocolates and hearts. It’s the traditional season of emotion, where we recognize the significance of the people and things we love…
Welcome to part 4 of our series on best practices in branding. I began by introducing the first step to successful branding: INVESTIGATION where an engagement is formed. Then we discussed the value of RESEARCH, the key step in evaluating and validating ideas. Next we focused on ANALYSIS where fundamental creative branding concepts are developed…
It’s January, and the start of a new year — a traditional time to make vows and promises for what changes, actions and accomplishments I’ll commit to in 2011. Taking the time to craft a vision for what I intend to manifest is an important part of my creative process…
In November, I introduced the first step to successful branding: INVESTIGATION where an engagement forms. Last month we discussed the value of RESEARCH, the key step in evaluating and validating ideas. This month we focus on ANALYSIS which, surprisingly, is where the fundamental creative branding concepts are developed. Typically, ANALYSIS is the domain of savvy spreadsheet gurus, who thrive on drawing conclusions based on multiple data sources. Branding analysis is a related process, but there are sharp contrasts to the solitary nature of data analysis. In our ANALYSIS stage…
It’s December and the holiday season of celebration is at hand. For us here at FLUX we’ve got a lot to celebrate: we just wrapped our biggest year in our 11-year history! While many are still experiencing a sluggish national economy, we’ve found business categories that have managed to thrive in the current climate including: automotive aftermarket, legal services and real estate. Real estate? Yes, we mean it. We’ve been working to remarket…
Last month we reviewed the first step to successful branding: INVESTIGATION. This month we’ll focus on RESEARCH, a key step in evaluating and validating your marketing initiatives before investing the resources to bring them to market. It’s tempting for organizations to control budgets by limiting investment on RESEARCH. That specific strategy introduces risk that could ultimately cost multiples of the proposed research dollars. Our recommendation is to equally include research in the budget process, and consider it as a form of “insurance” to reduce risk associated with branding projects…
It’s November and fall weather has arrived. We’re seeing signs of the change of seasons in business climate too, as numerous clients have moved forward with marketing launches, online initiatives and communications campaigns to capitalize on various opportunities. As we approach Thanksgiving, I’m thankful for all the ambitious projects we worked on this year, and the wonderful clients, partners & resources…
Synergistic Integrated Marketing (SIM) is our proven methodology to promote change within your organization, which ultimately creates a unified brand strategy that cuts through the clutter to achieve maximum results. The SIM formula for success is akin to a chemical reaction that begins with reagents: INVESTIGATION, RESEARCH and ANALYSIS, then strategically mixes in key elements: VISION, STRATEGY and CREATIVE to formulate campaigns that generate MEASURABLE MARKET SUCCESS!…