If you’ve been following our series so far, you may have started to think about what your brand stands for and what sets it apart. Now, it’s time to look outward. After all, if a brand is built and nobody hears it, does it make a sound?

In not-so-distant marketing history (yep, we’ve been there through it all!), reaching consumers meant connecting through just a few channels: A catalog. A store visit. A customer service line. A radio spot…You get … Read more…

Part 1 of our Brand Development series was quite a paradigm shift for many of you; after all, we flipped the typical brand building process on its head.

If we were successful, you’ve spent some serious time considering how you can build your brand from the inside-out, starting with “why” (the reason you wake up in the morning and do the work you do), instead of starting with “what” (your product or service).

We have a confession, however: we didn’t … Read more…

“Customers don’t buy your product, they buy your brand.”

It’s a phrase as old as marketing, but it becomes more relevant every day. Gone are the days of operating business behind a front of slick images and catchy tunes. In today’s transparent, social world…your brand is your product.

In light of this, we’re kicking off the Brand Development series by starting with a deceptively simple question: what is your “brand”?

If your answer includes buzzwords like “mission statement,” “logo,” or … Read more…

A choice.

That’s what consumers in your target audience have. Right now, your company isn’t the answer to their prayers or the key to their happiness. To them, you’re just a choice – a lone fish in a sea of options.

That power of choice may not seem substantial to your audience, but it’s everything to your bottom line. Without the benefit of hearing your persuasive sales pitch or experiencing your top-notch customer service, what’s going to cause them to … Read more…

If you’ve been following our blog, you know how passionate we are about this crazy idea that online and offline marketing should be integrated, not separate.

Today, we’re putting our money where our mouth is.

Instead of concepts, we’re laying down a real story from a real client – the proof is in the pudding, folks! Our goal isn’t to show you how great we are. We simply want to illustrate, plain as day, that teaming up solid Brand … Read more…

In the past year, how many times have you fallen behind on clearing your email inbox?

Now, how many times have you fallen behind on clearing your actual mailbox?

Chances are, you’ve kept up on checking your physical, postage-stamped, hold-in-your-hand mail. In this fast-paced digital world, there’s something so simple and easy about opening that box and flipping through each letter and postcard addressed to you. As your eyes pass over each piece, you sort out and mentally file any … Read more…

Remember when “search optimization” meant getting the most visible ad in the phonebook and conversion rates were based on how many people didn’t hang up on cold calls?

Yes, there is a place for traditional marketing – but let’s face it: the web has transformed the way customers choose brands. Even if you continue to operate as usual in the brick-and-mortar world, your brand undoubtedly has some sort of online presence. And for good reason: the Internet now contributes more … Read more…

You have to spend money to make money, right?

That may be true, but are you sure your spent marketing budget is really making your organization money? If not, then you’re not as confident as you could be in your marketing decisions.

Measuring marketing ROI (return on investment) is the key to confident and effective campaigns because it allows you to repeat successfully what has worked for you in the past.

Today this subject is always at the forefront of … Read more…

“It’s not you, it’s me.”

Breakups aren’t easy. But, in the business world, they’re often necessary. So how do you know when it’s time to tell your marketing agency that you – what’s that cliché line? – need some space?

As Hult’s Director of Business Development, Stephanie Helland interfaces with several businesses that are fresh out of a bad agency relationship. “You should expect a lot from your current agency relationship (if you have one). If it doesn’t feel … Read more…

There’s never a more promising opportunity for change than the start of a new year. Personal goals are usually the same – lose weight, get organized, become more active and get more involved in your community.

While personal resolutions often fall by the wayside, we’re certain that these same goals could make a big impact in your professional life – more specifically, your corporate website. After all, the promise of growing your business is a pretty good carrot to put … Read more…