INSIGHT
THE BOTTOM LINE BLOG
Building the Right Marketing Team to Win
Marketing Director, Marketing Manager, Chief Marketing Officer, Marketing Coordinator, Marketing Specialist – all marketing roles you’ve either served in or heard of, but have you ever thought about how they fit together to build an effective marketing team?...
A Rebranding Blooper Story: Bold Moves Without a Strategy
It’s well known in the business world, at least by those who pay attention, that repeating past successes does not guarantee future success. Sometimes it can be a disaster. Elon Musk’s current nightmare at Twitter offers a perfect example. Musk acquired Twitter...
How Employer Branding Gives You a Competitive Edge
Despite the ongoing pandemic, supply chain disruption, and high inflation rates, a broad spectrum of CEOs across industries foresee robust growth for their companies in 2022. According to a recent survey conduct by Fortune, 65% of CEOs who participated are...
Why Brand Architecture Matters for Both Large and Small Firms
Have you ever wondered why Toyota has a separate brand for Lexus, or why Honda has a separate brand for Acura? It has to do with perception – and brand architecture. While the technical definition of a brand includes how you combine a logo, tagline, symbol or other...
Brand Messaging That Speaks Your Customers’ Language
When constructing a building, nothing happens until the architectural blueprint gets created. The same holds true when creating a brand, only we call it a “brand brief” rather than a blueprint. The brand brief provides a critical framework for building and...
A Strong Brand Is A Nonprofit’s Best Friend
Nonprofit organizations differ from commercial businesses in many ways. But there’s one thing they have in common – the need for a compelling brand that resonates with their target markets. Without it, nonprofits can get lost in the crowd just like any for-profit...
