Tag: Brand

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Building Collaborative Brands:

Back in 2006, two fisherman brothers is Austin, Texas were frustrated with how quickly ice melted in their coolers during a long day on the lake. They decided to do something about it, and they created a product that revolutionized an entire industry. The company came to be known as Yeti, and in 2016 alone they increased their market value by over 500%. This is a story we’ve heard countless times before. Reed Hastings hated paying late fees on video rentals, and went on to found Netflix, which revolutionized the video rental business. Brian Chesky and Joe Gebbia could not afford the rent for their...
Chris Heile
Posted by Chris Heile
Branding Design

The Bold Fusion Experience:

As a designer, I’m constantly reminded how important it is to stay inspired, which can sometimes be much easier said than done. Sure, you can check out the local art museum or go on a hike, but for me, I’ve found the most valuable inspiration comes from simply listening. Listening to other people’s stories of the battles they’ve endured throughout their careers — triumphs and failures, struggles and victories, the pretty and the ugly. Recently, I was lucky enough to attend [Bold Fusion](http://hypecincinnati.com/bold-fusion/), Cincinnati’s largest [young professionals summit](https://www.facebook.com/HYPECincinnati/photos/?tab=album&album_id=10154660712435827), where I was able to do exactly that — listen. I was excited to surround myself with...
Abby Otting
Posted by Abby Otting
How to make your content work harder
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How to make your content work harder:

Like dandelions popping up on lawns in the spring, we’re seeing more and more brands – both B2B and B2C – producing more (and more) content. [Recent studies](http://www.ragan.com/Main/Articles/49038.aspx) confirm this, but it leads to a question – does more content equal more action? By “action,” I mean brand engagement, interest and, ultimately sales. The simple answer is no – lazy content that isn’t compelling won’t lead to action. This means you need make sure what you produce stands out and truly represents your brand. Here are three ways to develop compelling content in your organization: #### 1. Go behind the scenes. I remember visiting the...
Abby Otting
Posted by Abby Otting
brand authenticity
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Being your brand’s true self:

Authenticity is all a buzz in the marketing world these days; but have you ever stopped to ask why? Why are companies working so hard to convince us that they are authentic? But it seems the more they say it the less we believe it. This is probably because corporate America spent decades being anything but authentic – they were the poster-child of inauthenticity because they were creating facades and stories that did not have to have much substance behind them because regular, everyday customers did not have the ability to see behind the facade. And let’s face it; the historically transactional nature of the...
Abby Otting
Posted by Abby Otting

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