Z Blog

The foundation of building a brand starts with taking a new perspective. The world is constantly evolving, and with it, so are our thoughts and ideas. Our people share insights on various topics within the industry in hopes of discovering common bonds and sparking conversations.
Connecting with journalists
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Connecting with Journalists:

How can you be successful with media relations these days? It seems it’s getting harder and harder to get the attention of media contacts and build productive media relationships. Journalists are inundated with email – and email is so 2000 and late anyway. Before we talk about some new ways of thinking about media relations, let’s remember some of the tried-and-true tips of [effective media relations](http://www.adweek.com/prnewser/the-pr-pros-guide-to-effective-media-relations/118050). The foundational tenets still apply: Know your subject matter, do your research and make sure your story idea is soundly newsworthy and fits with the journalist’s subject matter. You have to be willing to give as much if not...
Posted by Abby Otting
The hiring process
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The Hiring Process:

“You’ll just know when you’ve found the right one” is a phrase I have heard a lot lately as my husband and I have been on the hunt for our first home. This is also a phrase we often hear throughout our careers during the hiring process. After looking at countless houses over the last year, meticulously inspecting and picking apart details of every candidate, we still had not found “the one.” I started to think I was given false hope. I conceded that we were just going to have to settle and do what we could to make one choice our own. That is...
Posted by Abby Otting
ThurZday with Sarah Eisenman
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ThurZday with Sarah Eisenman:

Let us introduce Sarah Eisenman. Learn how her passion for yoga fuels her creative drive. Sarah is a lead designer for the agency’s branding and marketing initiatives. She has worked with a variety of clients, including [Vya](https://intrinzicbrands.com/work/vya-simplified-marketing-systems/), [Nocona Boots](https://intrinzicbrands.com/work/nocona/) and [Tavern Restaurant Group](https://intrinzicbrands.com/work/the-pub-tavern-restaurant-group/), giving her a wide range of experience. She is also a web designer and social media marketer, who creates responsive designs and strategic social media content. Sarah’s passion for design and brand building is contagious, making her the perfect person to manage the agency’s co-op program. Sarah is a mentor in the community with Boys & Girls Clubs and AIGA and also...
Posted by Sarah Eisenman
Social media for businesses
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Social Media for Businesses:

Social media has taken over our every day interactions. Now, more than ever, businesses are fully aware they must be present on the social channels most relevant to their clientele. When it comes to social media management, questions often arise…“Do I have to be on every social network? How do I engage my audience? How can I get the most bang for my buck (and my highly valued time)?” If you’re trying to [sort your way through the clouds of conversation](http://blog.hubspot.com/marketing/expert-tips-shareable-content) to social media success, it may be time to seek help. If one of the following thoughts has crossed your mind, it’s time to...
Posted by Abby Otting
super bowl marketing
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Finding “Big Game” Moments:

In a couple of weeks, families and friends will grab gobs of salty food and collect around the TV to participate in one of the few collective media moments we have left – watching the [Super Bowl](http://www.nfl.com/superbowl/50). The big game isn’t something you set on your DVR to watch on demand, lest you be left out of the conversation around the Keurig machine the following day. And, that conversation invariably turns to the commercials and the marketing choices of big brands. These multi-million dollar, 30-second slices of corporate brilliance always generate discussion (and a quick silence of the party chatter at every TV timeout during...
Posted by Abby Otting
Inspiration for graphic designers
Branding Uncategorized

Clever Design, Defined:

“I’ll know it when I see it” is one of a graphic designer’s least favorite phrases. This phrase epitomizes a lack of goals. Therefore, I find it unsettling to use that as my answer to the question, what, exactly, in my eyes, is clever design and where’s the best place to find inspiration. Since the [ThurZday video](https://www.facebook.com/intrinzicinc/videos/1033182756714100/?theater) where I spoke briefly to the concept of clever graphic design, it has been weighing on me that I could not provide a clear definition. So, to clarify my definition, I went to a reliable source: designs from the first set of designers I found inspiring. I have...
Posted by Abby Otting
Agency/client relationship
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The Agency/Client Relationship:

The new business relationship can be a delicate dance between agency and client. Those early-on, “getting to know you” agency/client meetings tend to primarily serve as an information-gathering session about the work at hand. [But, more than that, these meetings are a chance for both parties to set some expectations to ensure the relationship works for all parties](http://www.chiefmarketer.com/advice-for-creating-a-beautiful-agency-client-relationship/). Here are three questions you should consider discussing before diving into the work. 1. **What did you like/not like about working with previous agencies/clients?** This question can yield some great insights into understanding why things failed or succeeded in the past. Many times, agencies assume clients are...
Posted by Abby Otting
Cincinnati design
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A Fairy Tale Approach:

As a young girl, who may or may not have watched Cinderella to the point of the VHS permanently jamming in the VCR, I was very familiar with the fairy tale story. Although, the world of fairy tales quickly dissipated as I realized my adoring fan club of mice refused to complete my daily chores, the birds outside my window never made it inside to craft my couture gown, and there were no available princes in Northern Kentucky. With utter disappointment, I left behind the stories that once captivated my imagination and hope for the future. Little do I think about fairy tales today or...
Posted by Abby Otting
Why branding matters for B2B companies
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Branding for B2B Companies:

Branding has always been one of those nebulous concepts in marketing that's hard for people to get their heads around. We see icons like Apple, Google, Starbucks and Nordstrom, and say...yes, branding is an incredibly powerful tool. But in the business-to-business space, the concept of branding seems to beg more questions than answers. In fact, when you even mention brand to many B2B businesses, the hard questions start to fly: > "What exactly do you mean by brand?" > "What will it do for business?” > "Will it have any real impact on sales?” > “Why do I need a better logo?" These are not...
Posted by Abby Otting
Uncategorized

The Best of 2015:

As the ball drops and we wrap up 2015, it’s a great time to reflect on the year’s top marketing, branding, content and PR campaigns and tactics. Here are 10 that caught our eye this year: #### 10. CHRISTMAS CRISIS PR Both [Starbucks](http://www.vox.com/2015/11/10/9707034/starbucks-red-cup-controversy) and [Reese’s](https://twitter.com/FaithKTrewhella/status/664316501197873154/photo/1?ref_src=twsrc%5Etfw) found themselves in the yuletide crosshairs for different reasons. The PR response by each company (or non-response, in Starbucks’ case) are nice examples of ways to handle the seemingly never-ending crises that show up on social media. Kudos to Reese’s for turning the “controversy” around on social media with its [#alltressarebeautiful](http://www.adweek.com/adfreak/reeses-turned-gripes-about-its-ugly-christmas-candy-funny-ads-about-tree-shaming-168615) hashtag. #### 9. BUILD A BRAND (AND GIVE EMPLOYEES...
Posted by Abby Otting

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