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Three Existing Resources to Consider in Your Digital Marketing Efforts
All businesses are trying to save time and money, and do more with less.
Questions to Ask as You Move Your Sales Journey Online
The last six months have prompted leaders to rethink their customer sales experiences.
Purpose, Humanity and Intentionality: Answers to Current Marketing Realities
Leaders we work with are concerned about how to address the realities of today’s remote and virtual world,
The Best Part
I recently had someone ask me, “What’s your favorite part of a project/engagement?” “Oh, that’s definitely got to be the…well…hmm,”
Top Three Reasons to Consider an Integrated Sustainability Report
As stakeholders press organizations to lead the change in society’s greatest problems, company executives are considering reporting their environmental and social performance as much as they report their business performance
Repurposing ESG Content for Maximum Impact
After you produce your sustainability report (SR), you’ll be flush with new stories, narrative and data about your organization’s efforts.
Mobilizing Internal Support For Environmental, Social And Corporate Governance (ESG) Efforts
Once your environmental, social and corporate governance (ESG) strategy is aligned to your organization’s purpose and values, you need to ensure it is understood, believed and lived.
Sustainability Reports In Today’s World: Three Core Things To Consider
Companies face tremendous pressure to focus on their Environmental, Social and Governance (ESG) efforts as demand spikes from customers, investors, employees, and governmental bodies.
ESG Efforts Need a Purpose to Succeed
Sustainable investing and shareholder activism set new expectations for companies in society.
On Tone and Timing: Messaging in This Time of Uncertainty
Marketing messaging during a crisis requires tact. Use the pandemic as an opportunity to build trust. Learn how to reframe messaging to elevate your brand.
Purposeful Leadership in Times of Crisis
In a time of crisis effective leaders are bolstered by purpose. Learn how purpose guides them in decision making, strategy and communications.
Leaders Must Mobilize the Company’s Hidden Influencers to Fight the Strains of the Corona Virus
As the Corona virus endures, its impact on corporate work life becomes increasingly profound. In this new “virtual” reality, leaders must now switch from their initial survival mode to a model that releases the energy, creativity and motivation of their workforce. How can a sustainable post-Corona business model be developed?
How to Intentionally Foster Culture in Today’s Remote Work Environment
Learn why you need intentional culture that is values- and behaviors-based for a virtual and remote work environment.
Culture Continuity
How do you keep culture continuity when your whole workforce is at home?
The Astros Had a Culture Problem, Not a Cheating One
As I write this, the Houston Astros are fresh off of hiring a new manager.
Bottom Line Social Media Metrics for the C-Suite
Two cups of coffee, a few clicks of the mouse and BAM! – analytics that’ll blow your boss’ socks off, complete with context, emphasis and emotion displayed so you don’t have to add, “you had to be there” to the end of your marketing report.
Ah, yes. If only it was that easy.
Your Culture Defines You, So You Should Define It First
In late 2018 we began having conversations around our focal point for 2019.
The Changing Landscape of Corporate America
Recently 181 CEOs of the Business Roundtable released a new statement, “The Purpose of Business”.
Bethany Andell Featured on The Tony Durso Show
Bethany talks to Tony about the importance on not only articulating your purpose but making sure every decision in your business feeds it.
Help Savage Brands Get To SXSW
Vote for Jackie Dryden’s presentation submission for SXSW 2020!
Savage Chief Purpose Architect to Speak at IABC Conference
Jackie Dryden on The River of Ideas: A Plunge Into Inspiration
Bethany Andell featured on Forbes Books Radio
Bethany had a chance to talk to the team at Forbes Books Radio on how purposefully she changed the trajectory of Savage Brands.
Jackie Dryden featured on Ad Speaks Houston
We love the opportunity to showcase our AAF-Houston members, and this interview with Jackie Dryden is a lesson in getting your brand out there, so it’s understood, believed and your brand advocates are telling everyone.
Bethany Andell featured on the Leadership and Loyalty Podcast
Listen to Bethany’s conversation on how to help companies uncover their purpose and align it with their operations, culture, and brand to achieve enduring success and lasting relationships on the Dov Baron Leadership and Loyalty Podcast.
How Consensus Kills Innovation
You know the feeling: You’ve just left a meeting in which everyone has discussed a pressing issue, considered the pros and cons, and arrived at a plan for moving forward that everyone can agree with.
Bethany Andell featured on “WatchHerWork”
Watch Bethany answer some tough questions on power and money for WatchHerWork.
Jackie Dryden featured on “WatchHerWork”
Watch Jackie answer some tough questions on career transitions, office dynamics, and believing in your creativity for WatchHerWork.
Inspirational quotes from the 2018 Conscious Capitalism Annual Conference
The 2018 Conscious Capitalism Annual Conference was chock-full of inspiring speakers. Themes ranged from recovering from failure to building sustainable, profitable companies with the greater good in mind. The themes that most resonated with me were centered around connection and purpose. They are captured here as reminders and inspiration for us all.
Leading by example can be as simple as admitting failure
Bethany Andell talks to Laura Richardson of Frazer about how she leads by example. Laura explains how as a leader you cannot be afraid to open up about failure, as it leads to trust.
Creating core values that are true to what’s important (and what’s not).
Bethany Andell is discussing values with Laura Richardson of Frazer. Laura talks about how they arrived at their core values and how she uses humor to remind everyone to have fun.
Bethany Andell featured on “The Modern Leadership” Podcast
Listen to Bethany’s conversation on conscious leadership and building a culture on purpose on the The Modern Leadership podcast.
Every company has a culture, whether it’s intentional or not.
Bethany Andell talks with Laura Richardson, CEO of Frazer, about purpose. Laura talks about the unintentional culture of her grandfather’s company and explains how they unleash the potential of every employee at Frazer.
The Power Of Leaders Who Do What They Say
It is an absolute requirement to be the steward of your organization’s purpose and live out the values you claim.
Creative ways to learn and grow builds trust and employee engagement.
Bethany Andell is discussing values and purpose with Curtis Hite of IT services firm Improving. Curtis details success through involvement, a way to give recognition to employees going above and beyond. His is a point system that is getting amazing results.
Deliberate practice. How you turn core values into culture.
Savage Brands’ Bethany Andell continues her discussion with Curtis Hite of IT services firm Improving. Curtis explains what he and his stakeholders are doing to rebuild trust in the IT community.
Becoming a trusted company, and industry, comes from living strong core values
Savage Brands’ Bethany Andell interviews Curtis Hite of IT services firm Improving. Curtis is building his brand with a culture based on the teachings of Conscious Capitalism as he seeks to rebuild trust in the IT community.
Jackie Dryden featured on the “Recalculating for Small Business” Show
Listen to Jackie’s conversation on how companies build an authentic and sustainable organization and brand, on the Recalculating for Small Business show.
Love. Bravery. Play. Leadership Thoughts from the Conscious Capitalism Leadership Summit
These are just some of the moments that struck me last week when I attended my 4th annual Conscious Capitalism Leadership Summit:
Creative businesses love Process: Who knew?
For companies in transformation due to rapid growth, strategic transition or M&A activities or those in need of revitalization due to poor employee engagement or lackluster business performance, having a solid business ‘operating system’ in place will likely make the difference between success or failure — enjoying a return on investment or realizing sunk costs — on the work that must be done to reach a vision.
Share Your Brand’s Story to Connect with Stakeholders and Win Hearts
While the specifics of how you craft your company story will vary there are several fundamental elements of purposeful communication that cross all channels and media. Begin by getting your arms around your authentic story, matching your narrative with your image, and then following through with flawless execution.
Seven Stages to Brand Advocacy
While most companies want tribal brand loyalty, many are unclear about how to create raving fans that believe in and support a company’s Purpose. Creating advocacy is a journey—belief and trust can’t be built overnight.
A Powerful Way to Build Trust: Align Your Organizational Operations with Your Purpose
Lack of alignment between what is said and how a business operates will quickly derail any attempt to becoming a purposeful brand, and erode trust. Even the most devout believers in a company’s why will quickly become discouraged if the way a company conducts business does not match what it professes to stand for.
Indra Nooyi, CEO of Pepsi, Makes the Case for Corporate Purpose
My friend Darcie Durham with Boeing hosted me at the Greater Houston Partnership leadership luncheon. The speaker was Indra Nooyi, the CEO of PepsiCo and it was moderated by Scott McClelland, President of HEB. I don’t hear much about “corporate” PepsiCo and before this talk I didn’t know much about Indra. However, what she had to say about leadership and building a sustainably successful company was so in sync with how I view the role of leaders in business today that I felt like we were kindred spirits.
Two Generations Push for Meaning and Purpose in the Workplace
What is it with these Millennials? Well maybe we aren’t all so different after all. While much is written about the “Millennial effect” on the workplace, when it comes to the shared mindset of purpose in the business environment, this is driven not by one, but by two generations at opposite ends of the career spectrum—Millennials and Baby Boomers.
Savage Brands—Playing On Purpose
Savage introduces an experience designed to help you tap into the positive powers of play—and to reconnect with your true purpose.
Is Your Mission Statement Dying on Your Wall?
Having a mission statement is more than a declaration of a company’s intent. A mission statement should be memorable, invoke inspiration, and call the audience to action. But having a mission statement and living it are entirely separate things.
Are Today’s Business Leaders Losing Their Vision?
One of my favorite ad headlines states, “You don’t open a Bike Shop to Run a Balance Sheet.” You open a bike shop because you love bicycles. You are passionate about riding them, talking about them and sharing them with others. This is how most great businesses are started. Someone with a personal passion recognizes a need in the marketplace, takes a risk and starts a company to share their vision with the world.
Using a company “manifesto” to share how you visibly display purpose and culture to your customers
What happens when you have mad scientists on staff? Just check the manifesto. (The magic is not only in the ink.) Savage’s Bethany Andell continues her visit with Patricia Quinlan, chairman and owner of InkJet Inc.
Want your employees to be brand advocates? Help them see and recognize behaviors that matter.
Purpose and behavior can bring a company’s values to life. Are your employees advocates for your brand? Savage’s Bethany Andell continues her visit with Patricia Quinlan, a maverick spirit who is also chairman and owner of InkJet Inc.
How purpose and values create a common language for all stakeholders
There are many ways to make a company successful. At InkJet, mission, vision and values are purposeful to the tribe and critical to the individual. But what is the benefit of doing this? As it turns out, every company has many different stakeholders, and the common ground for all starts with connecting around purpose. Savage’s Bethany Andell interviews Patricia Quinlan, a maverick spirit who is also chairman and owner of InkJet, Inc.
Better Understand Consciousness
A few weeks ago I got to attend my first Conscious Capitalism Conference in Philadelphia, PA. As a designer and an introvert, I wasn’t sure how much I would get out of it personally, but I was so excited for the opportunity to promote the Savage way and support fellow Savages.
Unlocking the Power of Play
In preparation for Conscious Capitalism 2017 in Philadelphia, Savages attending the conference had the opportunity to define what “play” personally meant in a workshop with Corey Blake at Round Table Companies.
Does your seven-year-old self want to play today?
This was not a question most people expected to be asked at the 2017 Conscious Capitalism Conference in Philadelphia. But from the moment people sat down in the big comfy armchair to get their caricatures drawn, they knew something was different.
The real and significant results from leading a purpose-driven company
Values rooted in passion and a strong purpose offer a winning combination for his company, and for their clients. Bret Farrar is back. The CEO and founding partner for Sendero Consulting visits with Savage’s Bethany Andell.
Core values are important. Can your company articulate yours?
The CEO and founding partner for Sendero Consulting visits with Savage’s Bethany Andell to talk about the importance of having strong core values, and then demonstrating them everyday.
“How to Love Every Monday” at the HR Houston Gulf Coast Symposium on HR Issues
Inspired people engaged to work together towards a common purpose. That’s what you’ll get at the 2017 HR Houston Gulf Coast Symposium, Savage will be on hand to help you “Stand Out” with our hosted Unique Session. These interactive sessions offer the opportunity to personally participate and walk alway with greater learnings.
Join Savage at Conscious Capitalism 2017 – “Pitfalls on the Path to Purpose” Presentation
Conscious Capitalism 2017 is designed to deepen your practical application of the principles of Conscious Capitalism with high potency keynotes, new content for teams, multiple tracks of hands on practicums and rich opportunities to connect with and learn from peers.
How a great workplace environment will help you recruit the best talent
If you want to attract and hire good talent, your workplace user experience will be a factor. Bethany Andell continues her discussion with Lauri Goodman Lampson, president of PDR, a workplace consulting and design firm.
Inspire the behaviors you want in your workplace and build on your values
It’s a new world out there and the way we work is changing. Today’s workforce does not need a “warehouse,” it needs a “hub” of connections and collaboration. What’s a leader to do? Savage’s Bethany Andell asks Lauri Goodman Lampson, president of PDR, a workplace consulting and design firm.
Maximizing energy from your employees with a more purposeful workplace experience
How do you get maximum energy from your employees? Is it about purpose, and where does strategy fit in? If you’re doing it right, it all works together as it connects and inspires. Savage’s Bethany Andell chats with Lauri Goodman Lampson, president of PDR, a workplace consulting and design firm.
Build a brand, and not just a logo, by getting the C-suite involved
Your executive team is a key stakeholder group in any rebrand process. The key here is to include them and to follow a strategic process. Why? Because you can’t solve big brand fragmentation challenges just by having a team work on the tactics – a new logo, or a new website. Robin Tooms interviews Chris Levy, Global Marketing Director at Quest Integrity, for ways to keep this process on track.
Tips on how to plan and monitor your digital media placements to protect your advertising budget
Budgets are tight, so wouldn’t you want to make sure your ad dollars are hitting your intended audience? Myles Rose, Digital Marketing Operations Manager for Gulf States Toyota shares some digital marketing tips to keep your ad buys safe and secure.
For a strong brand platform, think about how you deliver on your values
It’s all about culture and values. Does your brand platform deliver yours? Robin Tooms gets specific with Chris Levy, Global Marketing Director at Quest Integrity.
Is Google playing a bigger role in your data? If you’re an integrated marketer, the answer is Yes.
Marketers are concerned about omnichannel marketing, but this brings about new integration challenges, such as ‘what happens with the data on the backend?’. When you have the ability for your various systems to share data, such as with a Data Management Platform (DMP), you can better ‘connect the dots’ with all interactions. Myles Rose, Digital Marketing Operations Manager for Gulf States Toyota shares some insights from the Google Performance Summit and how Google is playing a friendlier role in a DMP.
Before you start a rebrand, look at your corporate strategy and customer alignment first
Multiple brands, bundled solutions, corporate strategy, and rebrands can create chaos on so many levels. And where is the customer in all of this? Robin Tooms asks Chris Levy, Global Marketing Director at Quest Integrity Group.
Build partnerships to accomplish big brand and communication goals, together
How does a non-profit take on a huge, complex campaign and do it with limited resources? Very creatively! Robin Tooms interviews Lisa Gagnon, vice president of marketing for the 2017 Houston Super Bowl Host Committee.
Is your full value proposition understood? Time to start a brand conversation.
Branding challenges for a fast-growth company can be complicated on many levels. Where do you start? Robin Tooms asks Chris Levy, Global Marketing Director at Quest Integrity.
Do you feel like half of your digital ad dollars are wasted? Not so when you advertise with insights.
Why would a company want to spend money on something like a Data Management Platform (DMP)? (Hint: because working from insights means that your ad dollars are hitting the right people.) Robin Tooms talks DMP with Myles Rose, Digital Marketing Operations Manager for Gulf States Toyota to hear about one way companies counteract this challenge.
What are you doing to promote conversations that matter in your industry?
We’ve all heard about how important it is to be thought leaders in our industry, but this is easier said than done. See how IHS has shaped strategic conversations at its CERAweek conference. Robin Tooms gets the whole story when she hosts Shavonnah Schreiber, director of global campaigns and events at IHS, Inc.
Data Management Platform – The missing link in segmenting and targeting your digital advertising
What is a Data Management Platform (DMP) and how do you use it? Robin Tooms talks about why this is more than marketing’s next “shiny object” with Myles Rose, Digital Marketing Operations Manager for Gulf States Toyota.
Bethany Andell & Jackie Dryden on “Leading with Purpose” Part 5
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
A Big Brand Challenge: Putting Houston first for Super Bowl audiences
Logos are challenging because you have to get across the core essence of your brand in just a few marks. And this challenge is even greater when the audiences are broad. So how do you appeal to the many audiences of the Super Bowl while keeping the core idea of excitement? Robin Tooms asks Lisa Gagnon, vice president of marketing for the 2017 Houston Super Bowl Host Committee.
Tips and tools to help you execute on account-based marketing
Robin Tooms hosts Shavonnah Schreiber, director of global campaigns and events at IHS, Inc. to talk more about account-based marketing and how to execute on this approach.
How many audiences need to connect with your brand? Probably more than you think.
It’s the Super Bowl—sponsors, brands, the NFL, the community, the fans—so many stakeholders! Robin Tooms asks Lisa Gagnon, vice president of marketing for the 2017 Houston Super Bowl Host Committee about the different audiences they keep in mind with the brand.
Bethany Andell & Jackie Dryden on “Leading with Purpose” Part 4
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
Bethany Andell & Jackie Dryden on “Leading with Purpose” Part 3
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were recently interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
When the stakes are high, think about this highly targeted marketing approach
What is account-based marketing and how does it work? Robin Tooms asks Shavonnah Schreiber, director of global campaigns and events at IHS, Inc.
Bethany Andell & Jackie Dryden on “Leading with Purpose” Part 2
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were recently interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
Houston is central to the 2017 Super Bowl. And here is why it needs a logo to promote that.
Two brands for the upcoming 2017 Super Bowl hosted in Houston. Why? Robin Tooms asks Lisa Gagnon, vice president of marketing for the 2017 Houston Super Bowl Host Committee for her perspective on why the Host Committee has an additional logo.
Need to be strategic in your marketing? A short guide to both the process and practice.
Is it possible to be MORE strategic in how you market services, solutions and expertise? And how do you know you’re still on point? Robin Tooms gets specific with Shavonnah Schreiber, director of global campaigns and events at IHS.
Bethany Andell & Jackie Dryden on “Leading with Purpose” Part 1
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were recently interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
Don’t succumb to “logo soup.” Targeted marketing is much more effective.
A huge initiative like the NCAA Men’s Final Four means lots of branded events – with each event offering a different value for specific demographics. That’s a lot of targeted marketing! Robin Tooms visits with Rachel Quan, VP of external operations for the 2016 NCAA Men’s Final Four in Houston.
Need to market an important event? Consider a well-timed media blitz.
The 2016 NCAA Men’s Final Four Houston Local Organizing Committee is in full blitz mode, especially now that Rodeo is over. Robin Tooms interviews Rachel Quan, VP of external operations for more insight on how they manage their media dollars to drive attendance.
Women Making Positive Impact on the Energy Industry
In January at the World Economic Forum in Davos, Facebook’s COO Sheryl Sandberg proclaimed, “Men still run the world…I’m not sure its going that well.”
Going local with your brand – Grassroots marketing builds deep relationships in a community
It’s not just a game or two, it’s a total EVENT (and so much more)! Robin Tooms interviews Rachel Quan, VP of external operations for the 2016 NCAA Men’s Final Four Houston Local Organizing Committee to talk about how she built excitement within Houston so that we benefit as a community.
Large communication initiatives need a “village” to succeed – leverage partners and influencers to increase your reach
Coordinating thousands of volunteers requires a massive effort, a strong strategy and detailed communications. Robin Tooms interviews Rachel Quan, VP of external operations for the 2016 NCAA Men’s Final Four Houston Local Organizing Committee.
Bethany Andell Quoted in Wealth Management Magazine: What Companies Need to Know About Annual Reports Today
In their most recent edition on newsstands, Wealth Management magazine released an intriguing story on the gradual decline of physically printed annual reports published by publicly traded companies.
Savage Brands Sustainability Projects Featured in National Communications Book
HOUSTON – (February 15, 2016) Two client projects by Savage Brands are featured in “The Book of CSR & Green PR Strategies & Tactics” published by PR News Press. The book is a collection of corporate social responsibility (CSR) and sustainability programs that demonstrate how companies are focusing on these important strategies as a means to communicate its values and brand to stakeholders.
Sharing personal stories can build connections and engagement with key audiences
Nonprofits have unique needs around communicating with volunteers and donors to help drive support for their programs and those needs, in turn, can present specific messaging opportunities. Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services.
A brand name can tell a story, and open doors to meaningful conversations
When a brand name can paint a picture for your organization’s purpose, it creates a platform for conversations, and helps to guide the way you tell your brand story. SEARCH has a great name in House of Tiny Treasures, and Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services to learn why.
Storytelling and consistent communications help overcome brand misperceptions
What’s in a name—other than a brand challenge? Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services.
Communications around a new building move is important. Equip your team with key talking points to help them share WHY it’s important.
Moving up is always a positive. For Houston’s SEARCH Homeless, it’s especially meaningful. Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services.
Is it time for a brand refresh? Look at the purpose of who you are, who you serve and your future.
Do brands—even innovative ones—need updating? Can a good brand really get stuck with an outdated perception? Steve Lufburrow, President and CEO, Goodwill Houston answers all in his interview with Robin Tooms.
Build your thought leadership, and your brand, by showcasing unique perspectives
If you sell an intellectual product (that’s focused around people and expertise), how does that change your approach to building a brand? Robin Tooms visits with David Skinner, CEO of KCA, an energy consulting firm focused on technology and strategy.
Celebrating your corporate anniversary is more than just marking a milestone, it’s making a mark with everything you do and say
What’s the best way to celebrate a 70-year-old brand? Consistently live the mission, of course! Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Houston.
Working with an international brand – keeping the larger perspective to add value to your local market
As an autonomous part of Goodwill Industries, an international organization, each local group has a certain responsibility to protect the brand. Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston.
Brand clarity: align your strategy, unique value and offerings to stay focused
Should branding and corporate strategy be aligned? We think so. Robin Tooms visits with David Skinner, CEO of KCA, an energy consulting firm focused on technology and strategy.
Strategic partnerships need nurturing, and great communications, to succeed
Managing partnerships takes work, nurturing, focus and constant reassessment—somewhat like a marriage. Robin Tooms talks celebrations and analogies with Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center.
Save the Tamales! A Treasure Hunt of Creative Advertising
Even in my groggy morning stupor, I couldn’t help being curious about the graphic posters lining my route to work. “Save the Tamales from Ronald McDonald,” they read. The posters looked almost political in nature – black with an iconic fist raised into the air, grasping a — tamale?
Leveraging globally created content into your local content marketing mix helps stretch marketing dollars
Can an international brand help the local affiliate? Under the right circumstances, it can add tremendous benefits. Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Industries of Houston.
CompTIA study: Employees’ bad cybersecurity habits still a major threat to US organizations
A new study by CompTIA on cybersecurity habits in the workplace shows that careless employee behaviors around technology are the biggest threats to information security in organizations.
Music as a communications tool? Yes, people relate to what’s “good for our soul”
Is your brand thinking about innovative ways to communicate and connect with your audiences? Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston to discuss how Goodwill has used music, and music partnerships, as a powerful communications tool.
Brand conversations, early and often, is critical in forming strategic partner relationships
Global branding with partners adds several levels of complexity that must be understood. Robin Tooms interviews Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center to talk about finding those great brand partner matches.
Top brands differentiate on a unique value combination and think beyond a “me too” approach
Professional services firms have unique challenges around differentiating themselves; setting both the thought leadership and the relationship strategies in place. Robin Tooms chats with David Skinner, CEO of KCA, an energy consulting firm focused on technology and strategy.
The ongoing branding challenge – clarifying, communicating and connecting a brand’s purpose to create action
Being the keeper of a 70-year-old brand is a big responsibility; one that comes with its own challenges. Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Houston to talk about how brands can better communicate mission and purpose to connect with customers and create action.
Two practices of great brands: evolve to stay relevant, and celebrate important milestones
How does a brand stay strong, and relevant, over 70 years? Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston to discover how the organization continuously builds upon its brand platform.
Savage Good Awarded 2015 Sappi “Ideas that Matter” Grant to Support the EB Research Partnership
HOUSTON – (Sept. 28, 2015) When Savage Brands Design Director and Principal Doug Hebert attended a concert by Pearl Jam front man Eddie Vedder, he expected to enjoy his favorite singer and a fantastic show. He got much more when Vedder inspired him to help make a difference in the lives of people battling a devastating and rare skin disease—Epidermolysis Bullosa (EB).
Co-branding can build strong partnerships, with careful brand stewardship
Extending your global reach is a good thing but it also creates many moving pieces. Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center, talks about how branding has positively affected their partnerships worldwide.
When to Ask: Why Not?
As a company, Savage has been reading thought-provoking books and discussing them together, talking about how their insight might apply to our work. We recently finished Start with Why by Simon Sinek, which encourages people to take a step back to understand why we do what we do.
Match your brand name to the company you want to be
To be successful, your company needs to “dress for the job you want” by matching your naming strategy to your larger brand strategy. David Skinner, CEO at KCA, talks about how their name change demonstrates who they want to be as a company.
Interview with Genesys Works: Supporting Houston’s Youth Supports Houston Business
Robin Tooms interviewed Marian Davenport, executive director of Genesys Works – Houston, as guest host of The BusinessMakers Show. The two talked about how Genesys Works is benefitting Houston, both through its empowerment of at-risk youth and its benefit to its corporate partners.
Reach outside traditional branding teams roles for greater brand impact
Brand and marketing teams can and should think bigger. They can look for opportunities to support the business in broader ways, which in turn helps the business see value in the brand. Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center, talks about how their team leverages branding to positively affect their partnerships worldwide.
Great design is not just beautiful – it’s purposeful
Design is everywhere – and in more places than you probably realize. You recognize it in billboards and book covers, but it’s also in the architecture and décor of your favorite coffee spot, along with the napkins, coffee packaging, in-store signage and even what the barista is wearing.
There are three corporate strategies — and you have to pick one
There are only three possible strategies for your company to pursue — and as much as you may want to claim all three, you can only deliver one. Steve Brody, a Vistage International chair and President of Naviond US, shares his advice for leaders making strategic decisions.
The Key to Marketing Success: Realize You’re in a Laboratory
The most successful marketing efforts aren’t preplanned. They come from experimentation and studying customer behavior. Steve Brody, current chair at Vistage International and President of Naviond US, shares why the best marketers understand that they operate in a laboratory.
Want to grow your business? Narrow your focus
Though it may seem counterintuitive, narrowing your focus as a company is a key factor for success. Steve Brody, a current chair of Vistage International and president of Naviond U.S., talks about how focusing on just the right market segment makes all the difference.
If the CEO doesn’t know the differentiator, how can the salespeople?
When companies aren’t differentiated, it’s not a sales problem; it’s a CEO problem. Steve Brody, group chair of Vistage International, an organization of CEOs, shares his insights into where differentiation starts.
Mentorship: How to know what you know
As the old adage says, you don’t know what you don’t know. But the truth is that sometimes you don’t know what you do know – at least until someone asks you a question about it. That’s never been clearer to me than when I began mentoring a fellow designer.
Company leaders: Don’t be afraid to get silly and have fun
Cultures that engage and empower employees aren’t dry and dull; one of the best ways to encourage positive behaviors and beliefs in your people is to have fun with them. Gene Gray, President at Innovative-IDM, shares the story of how a little silliness with a buzzer turned into a company mascot and a constant celebration of their customers.
The key to making change initiatives effective
What one thing can you do to make a change initiative work? Jim Manskey, President at TBG Partners, talks about pinpointing influencers, who have made all the difference in their shift toward purpose.
Be innovative in reinforcing critical brand behaviors
Do your company processes support the right behaviors from your employees to reinforce your brand? Gene Gray, President of Innovative-IDM, shares how they crafted innovative business processes to build a culture that supports their brand positioning.
Culture change is not a weekend event; it’s a journey
Culture change is more than one team-building weekend. Gene Gray, President at Innovative-IDM, shares how their company began the gradual journey to more powerful culture.
Reshaping an organization around purpose takes time
Truly changing an organization takes time. Jim Manskey, President of TBG Partners, shares his experience with what it takes to truly reshape a company around purpose.
Feed your employees’ growth to grow your company
When your employees are better, your company is better. Gene Gray, President of Innovative-IDM, shares how their annual employee growth meeting “feeds” their employees to improve their company.
Rebranding? Look deeper to find your core purpose
When companies go into a rebrand, they have an opportunity to look beyond the way things have always been done — to purpose. Jim Manskey, President at TBG partners, talks about how taking a deeper look at their business changed everything down to the way they tell stories.
Storytelling and constant employee engagement are critical to culture
Storytelling and daily touchpoints help new employees integrate into your company culture. Gene Gray, President of Innovative-IDM, talks about the onboarding and continual employee engagement processes that help them deliver “legendary customer service.”
Everyone is CEO of something: Surprising inspiration from a valve company
I recently went to a client kick-off meeting with MOGAS Industries, a valve company that we are consulting for. It was a rainy, dreary day when we pulled up to a bright and welcoming campus.
Incoming leader rallies employees by committing to purpose
Business leaders transitioning in have the challenge of alleviating employees’ fears and rallying them behind a new focus and direction. Jim Manskey, President at TBG Partners, shares how their newly defined purpose helped both him and the company successfully transition.
Savage Brands Honored by Impact a Hero as Partner of the Year
Impact A Hero honored Savage Brands as Partner of the Year at its 2015 Hall of Fame Gala. The honor recognizes the extensive contribution made by Savage Brands, a leading Houston branding, communications and design firm, in developing a new communications strategy that reflected the organization’s purpose – to help severely wounded heroes returning home from post-9/11 combat.
Creating a Message Around Vision and Values
Brandonomics guests Monica Silva, team lead of internal communications at Phillips 66, and Rob Camper, strategic brand director at Cadence Bank, talk about how to shape good messaging around vision and values.
Don’t Let Data Distract You: Staying Focused on Key Initiatives
When you have large volumes of data rolling in, how do you filter out what’s irrelevant and stay focused on key initiatives? Jack Whalen, Manager Brand Value at Phillips 66, talks about how they stay the course on their core initiatives.
Reaching Millennials: Translate your brand for a new generation
Growing you brand into the future means reaching Millennials, but how do you reach the upcoming generation and still maintain your historical brand value? Jack Whalen, Manager Brand Value at Phillips 66, shares how they translated their brand for a new generation.
The value of creativity when budgets are tight
Companies have to understand the value of creativity when budgets are tight. Joel Tarver, former Senior Manager of Digital Marketing at Baker Hughes, talks about how paying for smart thinking pays off.
Get Credit for Your Good Work: 5 Steps to Promote your Sustainability Report
Many companies create corporate social responsibility or sustainability reports, but few are actively marketing their sustainability efforts. If you haven’t thought of your corporate sustainability report as marketing content, it’s time to start.
Build brand consistency by supporting every area of the business in delivering value
Key to delivering a consistent brand: support every branch of your business in delivering what’s most important to customers. Jack Whalen, Manager Brand Value at Phillips 66, shares their strategy for maintaining their brand value.
Engaging partners to improve customer experience
Jack Whalen, Manager Brand Value at Phillips 66 talks about how they engage and educate their customers to ensure that the end consumer has the best experience possible with their brand.
Blending brands: Which messages are most important when two brands collide?
When two well-known brands collide, how do you determine which messages have the most weight? Sara Heald of Air Alliance Houston talks about how they’ve branded Earth Day Houston and the importance of its mission.
It’s Time for B2B Marketing to Get Out of the “Dark Ages” and Do Social Media Well
In the business-to-business world, there still seems to be a reluctance to take social media seriously enough to make it work as a medium for communicating brand messages. It’s been my experience that many B2B companies handle social media one of two ways: 1.) Somewhat haphazardly, with no formal structure, strategy or guidelines, or 2.) They neglect it all together.
New technologies’ effect on role of marketers
How will coming digital technologies affect the role of marketers? Joel Tarver, former senior manager of digital marketing for Baker Hughes, talks about how new technology creates opportunities for collaboration.
Even B2B Brands Should Consider Social as Part of the Marketing Mix
Let’s face it, communication channels have multiplied, so numerous touchpoints with your brand are the rule, not the exception. One notable increase has been the proliferation of informal communications, namely social media, which is now an inevitable part of modern day brand communications. More and more potential employees and individuals with buying power are looking to online communities to get a flavor for a company and its brand attributes.
Syncing brand launch activities leads to great results
How do you ensure the most impact for a new brand launch — and what does the feedback look like when you hit the nail on the head? Sara Heald, Development Director at Air Alliance Houston, talks about how they leveraged their new brand and have seen a huge impact as a result.
Don’t Forget: Internal Communications are a Critical Part of Your Growth Strategy
It’s a challenging market and your company is trying to get work done. You need your employees to get on board and help you achieve your goals together. It’s easy right? Send a few emails, call a couple of meetings and everyone knows what’s going on.
Purpose shapes communications; communications support purpose
Purposeful communications are shaped by your company purpose and also enrich your purpose. Joel Tarver, former senior manager, digital marketing at Baker Hughes, talks about how their digital marketing supports and is informed by their purpose.
Super Bowl Commercial Showdown: Touching Spots Score a Touchdown for Brands
The Big Game is over, and while some may still be talking about that last play call, around our office, what we’re talking about is the commercials. We’re an agency full of creative types, so this is understandable.
Nonprofit organizations must tailor messaging to audience
Nonprofit organizations know the challenges of having to appeal to many, highly varied audiences. Sara Heald, development director at Air Alliance Houston, talks about how they tailor messages on social media based on the audiences they can best reach on each channel.
Seeing Savage’s future: A vivid vision for the new year
What does your company’s vision look like? Can you picture it? Can you hear and taste it?
Recruiting through digital marketing is all about innovation
How does digital marketing recruit great talent? It’s all about innovation. Joel Tarver, senior manager of digital marketing for Baker Hughes talks about their recruitment story.
It’s never too late to fit brand to purpose
Why would an organization rebrand years after a name change? Sara Heald, development director at Air Alliance Houston, talks about why the time was right to change their brand to better fit the needs of their audience.
Innovation not just in products, but in product marketing
How do you claim a space all your own in B2B digital marketing? Joel Tarver, senior manager digital marketing at Baker Hughes, talks about how they’re using gamification and innovative digital practices to make their product marketing more engaging and effective.
What Every Company Can Learn from Hedge Fund Marketing
Every marketer has to be concerned about the increased demand for corporate transparency, especially since the 2008 financial crisis. Traditionally, marketing communications was built around the concept of controlling a company’s story, but in the current era of digital conversations and brand ambassadors, that’s a less realistic approach. So what can we do to meet business goals and satisfy the public’s hunger for the truth? Take a leaf out of the hedge fund marketers’ book.
Change initiatives mean building ‘one company’
Whether you’re communicating internally or externally, the goal is to create one company that delivers on your brand consistently. Jeppe Hansgaard, partner at Innovisor, shares insights into corporate change.
For marketing videos, planning makes all the difference
Given the trend toward greater video content consumption online, you’re likely considering video as a greater portion of your marketing mix this year. Video can be effective, and budget-friendly, if you take the time up front to prepare your strategy and resources to get the most out of this effort.
Purpose: A CEO’s primary job
Corporate purpose is essential to a thriving company–and that purpose should be set by CEOs themselves. Jay Steinfeld, founder and CEO at Blinds.com, talks about how creating an authentic purpose laid the groundwork for his company’s success.
Ready for My Close-Up: Using Video to Drive Sales
We live in a world increasingly dominated by video content. It’s true offline, with Americans watching an average of five hours of television each day, and it’s also true in the digital space. In fact, online video consumption is on the rise: Americans watched 47.1 billion online videos in November 2013 alone, up from 40 billion in the same time period the year before.
How many ways can you leverage influencers?
How many ways can you leverage the most influential people at your company? Jeppe Hansgaard, Partner at Innovisor, shares how knowing who the influencers are among your employees can help you establish brand and culture.
External messages start with internal engagement
If employees aren’t aware of the messages that are being shared about your company, how can they reinforce them? Begin every marketing effort by engaging employees internally first–advice from Donna Smith, director of marketing and communications at Forum Energy Technologies.
Trustworthy companies: When brand and business are interchangeable
If you want to be believed as a company and as a business leader, your business and your brand need to be interchangeable. Jay Steinfeld, founder and CEO of Blinds.com, talks about how they make their brand true in their day-to-day operations.
Get your messages to the people who matter most
How do you ensure that you’re tailoring your messages to the most influential people in your company? That’s what organizational network analysis is all about. Robin Tooms talked to ONA expert Jeppe Hansgaard, a partner with management consulting firm Innovisor.
Energize employees & customers alike by putting brand into action
Putting your brand messaging into action gets everyone excited–customers and employees alike. Donna Smith, Director of Marketing and Communications at Forum Energy Technologies, talks about how they act on their brand.
Alignment of purpose takes the fear out of an acquisition
Every business leader is afraid of losing the heart of his company if he sells; but when both companies are aligned in culture and purpose, there’s nothing to fear. Jay Steinfeld, founder and CEO at Blinds.com, talks about how the alignment of their purpose and Home Depot’s affected their acquisition.
Engage your employees with purpose, and you give your company a huge advantage.
By helping your employees understand the purpose of your company, you open up opportunities for them to build and add value to your brand. Robin Tooms visits with Ralph Vasami, president and CEO of Universal Weather and Aviation.
Where’s Waldo? Mapping social networks to find your company’s influencers
Often, companies looking for their most influential employees don’t even know what they’re looking for. Mapping internal social networks through organizational network analysis helps you pinpoint the most important and influential internal audiences. Jeppe Hansgaard, partner at Innovisor, talks about performing the “Where’s Waldo?” of the business world.
Making employees your priority improves customer experience
Although it seems counterintuitive, focusing on employees first will actually improve your company’s customer experience. Jay Steinfeld, CEO and founder at Blinds.com, talks about why their company prioritizes people, product and profit—in that order.
Put your brand messaging into action
When it comes to brand messaging, you need to put your money where your mouth is. Robin talks to Donna Smith, director of marketing and communications for Forum Energy Technologies, about how they’ve put their messages into action.
Make your values visible in day-to-day work
Would someone from outside your company know what your company values are based on your employees’ actions? Jane Henry, CEO of Xcution, Inc., talks about how they make their corporate values visible on a day-to-day basis.
Want to be innovative & disruptive? Disrupt your own operations first
With today’s competitive markets, if you want to be an innovative company – the kind that disrupts industries and leapfrogs competitors, then you can’t conduct business as normal. And if you’re looking for forward-thinking leaders to match that strategy, would you expect to find them through traditional means, or is this a time to think unconventionally too?
Rebranding tips for CEOs: Engage employees & middle management
Successfully rebranding a company from the top-down means listening to your customers and your employees, then engaging middle management as influencers to keep momentum going. Ralph Vasami, CEO of Universal Weather and Aviation, shares their strategy for gaining brand alignment.
Convey consistency when you have multiple sub-brands
How do you convey the consistent message that you are one brand when your company is composed of multiple sub-brands? Donna Smith, director of marketing and communications at Forum Energy Technologies, shares how they’ve built their external messages to demonstrate their unity.
Employees live the brand when they understand their purpose
When employees understand the part they play in the company’s larger purpose, they live out the brand you’ve built. Ralph Vasami, president and CEO of Universal Weather and Aviation, talks to Robin Tooms about how he personally helped employees understand their purpose at Universal.
Assess legacy brands to preserve brand equity in M&A
Acquiring multiple brands? Assessing each to determine how much equity it has before creating a holistic branding strategy is essential. Donna Smith, director of marketing and communications for Forum Energy Technologies shares about the discipline required to bring in multiple new brands.
M&A internal rebranding: think people first, then operations
When it comes to M&A, think people and culture first, then the mechanic of merging operations. Robin Tooms discusses internal branding during transitions with Jane Henry, CEO of Xcution, Inc., a management consulting firm.
Shifting your brand to meet clients’ changing needs
If your customers’ needs are changing, your brand’s message might need to change with it. Robin Tooms talks to Ralph Vasami, president and CEO of Universal Weather and Aviation, about how they repositioned their brand to meet their clients’ changing challenges.
Aligning words and actions in your internal brand
What your brand says and what your brand does – are they aligned? Jane Henry, CEO at Xcution, Inc., shares the disconnects she’s seen between values and execution, and what success looks like when they’re brought into alignment.
Toppling a dangerous website myth: If you build it, they will come
I’ve heard it time and time again – clients believe that creating a website will be like Field of Dreams: “If you build it, they will come.” In reality, this is far from the truth, and it’s critical that we break away from the notion that a website project ends with the launch of the new site.
Help! I need a CMS that fits my site
Imagine this: You’ve just launched a new website for your company, and you have a few content changes that need to be made. If your site was custom-built without a CMS, that means going back to the developer time and time again to make those edits. CMS platforms provide user-friendly tools for non-developers to make content and imagery changes to the website without any particular web expertise. It’s one of the many advantages to use a content management system – which is why so many of my clients are asking for a CMS.
Recognizing when a brand refresh is required
When your industry changes, your brand has to change with it to remain relevant and differentiated. CEO of Universal Weather & Aviation Ralph Vasami shares how they recognized that their brand needed a change to stay relevant.
Culture makes employees brand investors
When you take the time to connect your employees with the purpose behind your goals, they will take your company to the next level. Jane Henry, CEO of Xcution, Inc., talks about how culture and employee engagement changes everything for their clients.
Committing to Purpose Can Provide Real Results for Women Leaders
What does it mean for business leaders to be truly committed to purpose and to lead a company that brings its purpose to life every day?
Keeping the story alive long after an initiative launch
How do you keep the message of your communications alive after the initial launch? Steve Ward, corporate director of HSE at FMC Technologies, shares his advice for business leaders looking to build real cultural change with their initiatives.
Talent: 3 percent of employees can make or break any corporate change
Did you know that a small percentage of employees has a large influence on the success or failure of any change initiative, regardless of the size of the organization or complexity of the change?
Brand Advocates: A Tale of Two Car Dealerships
Recently, I had the privilege to see a company whose brand advocates inspired action and loyalty. My husband and I were in the unenviable position of being in dire need of a new car, the old one having finally given up the ghost. Our search took us to two dealerships – one we had been attracted to by radio commercials promising unbeatable deals, and one that had been recommended to us for the positive experience of working with them.
Delivering on your rebrand’s promises
You’re launching your refreshed brand — but how do you ensure that customers’ experience keeps your new brand’s promises? Glenn Taylor, Chief Marketing Officer at the Houston Symphony shares both how they rolled out their new brand and how they are making their event experience match it.
Goals make or break a branding initiative
Before launching a branding initiative or campaign, you have to know the goals. Steve Ward, Corporate Director of HSE at FMC Technologies shares the goals that shaped their Destination Zero initiative results.
A refreshed brand means revisiting values
During a rebrand, it’s critical to pay attention to the values a new brand communicates. Glenn Taylor, Chief Marketing Officer of the Houston Symphony talks about the values their centennial rebranding campaign reflects.
Launching a companywide mindset: A case study
How do you communicate a shift in mindset that goes beyond a single initiative and encompasses an entire company? Steve Ward, Director of HSE at FMC Technologies, shares how the company launched Destination Zero, the highly successful safety campaign.
Company anniversaries: A time to assess your legacy and your brand
Anniversaries are a great time to take stock of company legacy and rethink the brand moving forward. Glenn Taylor, Chief Marketing Officer for the Houston Symphony, talks about why the centennial is the perfect time for their rebrand.
Accountability vs. Autonomy: Finding the Right Workplace Balance
Companies everywhere are asking the same question: How do we foster a company culture that is profitable, purposeful and a pleasure to work in? There seems to be a lot of conflicting advice about what makes an office most effective, but the key is striking the right balance between accountability and autonomy, thinking purposefully and getting things done.
Network Security is Key: What Heartbleed Taught Businesses
The discovery of Heartbleed, an open-source OpenSSL bug that exploited missing code allowing for the exposure of data and server’s private master key, was a turning point for network security. Although detected quickly, it still was a security breach of epic proportions, and some have called it one of the worst vulnerability issues since commercial traffic began to flow on the Internet.
Shifting perception within an organization
To get 8,000 new employees on the same page, this company rebranded their health and safety programs. Savage’s Robin Tooms talks about shifting internal perceptions with Steven Ward, Corporate Director of HSE at FMC Technologies.
Strategically growing a multi-tiered, premium brand
Troy Pike, CEO of Parker School Uniforms, shares how they assess the companies they acquire based on shared purpose and like strategies for providing value. Growing brands with multi-tiered brand relationships, on Brandonomics.
How social media can help resolve HR challenges
Alex Brown, senior social media and employment branding specialist at Waste Management, talks to Savage’s Robin Tooms about how they’re leveraging social media to solve HR challenges.
Meaningful measurement of social media ROI
As marketers, how do we determine the effectiveness of our social media campaigns? We asked Alex Brown, senior social media and employment branding specialist at Waste Management, how they determine the results of their efforts.
In the Future, Your Marketing Materials Read You
Science fiction gives us a glimpse into the future, like the sci-fi thriller Minority Report, set in 2054, that demonstrated an interesting concept: the ability to market based on facial (or, in the case of the film, retinal) recognition. We’ve already seen companies try to harness this sort of technology to put clients’ messages directly in front of their prospective customers.
Preserving a legacy while modernizing a brand
Make new friends but keep the old: Michelle Holmes, director of marketing for James Coney Island shares how they’re bridging the gap between their legacy brand and their “refreshed” brand, JCI Grill.
Retaining core purpose while expanding your offerings
When your brand is expanding into new markets, it’s important to hold onto your core purpose. Troy Pike, CEO of Parker School Uniforms, talks about how they’re remaining focused on consistency and quality as they expand.
Show off employees with social media storytelling
How does your company show off its employees? Alex Brown, senior social media and employment branding specialist at Waste Management, talks about how they use social media storytelling to highlight star employees.
How Purpose Changed Our Company for the Better
Savage has always been a forward-looking company – whether we were leading the way in testing technology to enhance the skills of our designers or designing websites before most firms knew what a URL was – so when we began to hear whispers about the impact of corporate purpose, we knew we wanted to be early adopters.
When the Going Gets Tough, the Tough Get Purposeful
It all started with a powerful idea – the notion that doing business purely based on time or price is not the best way to build brand loyalty. The team at Savage realized that when companies value themselves based solely on what they do – selling things or hours – they are leaving out the most powerful part of the equation: purpose.
Raise Awareness for Your Differentiator with Promotions
A Houston classic fast food chain upgrades its image with a smart, tasty promotion. Robin Tooms discusses the brand refresh with Michelle Holmes, director of marketing for James Coney Island.
Ask the Expert: What Does Committing to Purpose Look Like?
What does it mean for a business leader to be truly committed to purpose – and to lead a company that brings its purpose to life every day? We asked Savage President Bethany Haley: What does it look like when a CEO believes in purpose and walks the talk?
How To: Social Media for Recruiting
How does your company leverage its social media presence to recruit the best employees? Alex Brown, Senior Social Media and Employment Branding Specialist at Waste Management, shares some tips and tricks.
Blast Through a Creative Block: Just Do It
Folks who work in creative roles are all too familiar with the idea of creative block, but you don’t have to be in a traditionally creative role to experience a lack of creativity just when you need it most. By any name – writer’s block, designer’s doldrums, accounting apathy, marketing malaise, programmer’s procrastination – the frustrating lack of inspiration is just as hard.
Brand strategy that engages customers
Craft a brand strategy that addresses the needs of your customers. Michelle Holmes, director of marketing at James Coney Island, talks about the tiered brand strategy they’ve built to engage customers on multiple levels.
How do you know it’s time for a brand refresh? Research.
The challenge of refreshing a brand is keeping the equity and familiarity of the old while establishing new relevance. So when do you know it’s time to make the change? Michelle Holmes, director of marketing at James Coney Island, shares the research that went into their decision to give the brand a “face lift.”
3 Ways to Give Your Company an “Attitude Adjustment”
Recently, a Texas restaurant shut its doors temporarily, noting on its sign that it was “closed for an attitude adjustment.” When we hear the phrase “attitude adjustment,” we often think of a parent correcting a child who’s not acting the way he should – and that’s just what this restaurant owner was doing with his business. After noting that his workers’ customer service was not meeting the standards he expected, he announced the restaurant would close for a time of reflection, training and staffing changes.
Brand strategy is shaped by business strategy
How does business strategy shape brand strategy? Troy Pike, CEO of Parker Uniforms, talks to Savage Vice President Robin Tooms about how their two key customer groups shape their brand strategy.
Employees Are the Most Important Stakeholder: The Container Store
As part of our mission to push companies to be more purposeful and less concerned with the bottom line, we’re recognizing the companies that are doing it right – like The Container Store.
Retaining the brand equity of acquired brands
Acquisitions are an important part of growing your brand, but are you retaining the brand equity of those acquired companies? Troy Pike, CEO of Parker School Uniforms talks about blending brands without losing value.
Corporate Purpose is No Longer Optional
Forbes magazine recently published an article that confirmed what we at Savage preach to our clients: “People don’t come to work every day for just a paycheck, and customers aren’t indiscriminate shoppers anymore. They both want purpose, they want to believe, and they want to feel like they’re part of something large than themselves.” Purpose – it’s our favorite word at Savage.
Why 2014 will be the Best Year Yet: A Letter from the President
We’re looking forward to a great year at Savage. Last year, Savage Brands renewed its commitment to purpose: We believe that by helping companies deliver on their purpose, we are revolutionizing Corporate America.
Making Your Customers Look Good
Part of your brand experience should be improving your customers’ lives — and if you interact with your clients’ brand, you should be making them look good. Troy Pike, CEO of Parker School Uniforms, talks about helping schools promote their brand so that their customers can focus on what’s most important.
Creating a brand that resonates with employees
Your brand can only be authentic if it’s supported by your employees. Brian Anderson, vice president of strategy and marketing at FlexSteel Pipeline Technologies; and Monica Silva, team lead of internal communications at Phillips 66 talk about building cultures and brands around what resonates with their employees.
A+ for executive involvement in marketing & branding
Marketers are an integral part of overall business success — but unless executives are involved in the branding discussions, they may not understand the value of marketing in achieving their business goals. Jim Aivalis, CEO and president of Prometheus Energy Group, and Daniel Cotlar, Chief Marketing Officer at Blinds.com discuss how marketing plays a vital role in their companies’ success.
Top tips for measuring marketing ROI
Daniel Cotlar, Chief Marketing Officer at Blinds.com and Karen Love, Director of Practice Growth at PKF Texas share their insights into measuring ROI on your marketing efforts.
Brand Storytelling Brings a Little Magic to Your Branding
With social media and social sharing sites consuming so much of people’s time, it’s no wonder that storytelling has become the best way to share your brand. The traditional methods of “push” advertising get old very quickly, even if they are clever and well done. But stories? People never get tired of great stories.
Brand storytelling is a critical part of branding
Brand storytelling can be highly effective. Robin Tooms gets specifics from Monica Silva, team lead of internal communications at Phillips 66 and Christine Warren, marketing director for the Houston Zoo.
Ask the Right Questions to Get the Right Budget
When writing an annual budget, many people want to start by brainstorming the strategies and tactics they want to act out over the year. They ask themselves, “What do I want to do?” and they compare their expectations for the coming year to what they did the year before.
What’s in a name? How name fits into product launch branding
What’s in a name? Jim Aivalis, CEO and President of Prometheus Energy Group, talks about how naming their product factored into the launch branding for Tenaris Blue.
Branding never stops: Strategies for continuing success
Branding is a never-ending process of communicating the value and culture of your company. Brian Anderson, Vice President of Strategy and Marketing at FlexSteel Pipeline Technologies, talks to Savage’s Robin Tooms about how their branding strategies continually shift to support their business.
Calling all CEOs: Get in on the branding conversation
Branding is a business conversation, not a marketing conversation — and CEOs need to recognize its value. Jim Aivalis, president and CEO of Prometheus Energy Group talks about the difference that branding can make.
The power of effective branding
What do you see when your branding is really working? Jim Aivalis, president and CEO of Prometheus Energy Group, talks about the power of effective branding.
Find the metrics that are right for your company
Marketing is part art and part science — with the metrics providing the scientific proof of success. How do you know which metrics are right for your company to be measuring? Daniel Cotlar, chief marketing officer at Blinds.com, shares how they determine which numbers to measure against.
An awareness campaign that grabs audience attention
How can you generate brand awareness for a new company and new product? Brian Anderson, vice president of strategy and marketing at FlexSteel Pipeline Technologies shares their approach to making their name known.
Online Inspiration: Links to Feed the Savage Mind
We asked a handful of Savages (yes, that’s what we call our group of talented employees) to share some of their favorite online resources. What you’ll see here is an eclectic set of links that reflect our interests – branding, design, web, strategy and a bit of fun thrown in. We hope this sparks some new ideas for you.
Getting started: Immediate brand awareness for new brands & products
Generating immediate brand awareness is a challenge and necessity for start-ups. Jim Aivalis, CEO and president of Prometheus Energy Group and former president and CEO of ThruBit talks about how branding helped ready ThruBit for product launch.
Annual Reports in 2013 - The Trends say it’s not Print vs. Online, but Both
In my previous post on the Current Trends in Investor Communications, I highlighted some of the data from the January 2013 data on annual reports from the National Investor Relations Institute (NIRI). What we are finding is that many of the trends we saw two years ago, such as the shift away from the traditional report to the summary and 10-K wrap, are still continuing, and the shift towards digital is increasing.
Brand development: Keep it simple, keep it focused
When creating a brand, keep it simple and focused. Brian Anderson, VP of Strategy and Marketing at FlexSteel Pipeline Technologies, shares the research that went into developing their identity.
Website should tell your brand’s best story
A company website is not only a marketing and informational tool; it has to tell your brand’s story. Robin Tooms talks to Christine Warren, Marketing Director at the Houston Zoo, about how they knew it was time to upgrade their site and better tell their story.
Analytics are critical for marketers – online and offline
Digging into analytics is a critical activity for marketers, whether they’re marketing online or offline. Daniel Cotlar, Chief Marketing Officer at Blinds.com, talks about what metrics their business finds most telling.
Leveraging events for great, targeted campaigns
For the Houston Zoo, Zoo Lights was a great event that became the perfect targeted marketing campaign. Christine Warren, marketing director for the Houston Zoo, talks with Robin Tooms about their strategy for leveraging this huge event.
Crowdsourcing Cultural Change: A Recipe for Creativity and Conflict
Cultural change within a company will always cause friction and growing pains. Some of the pushback can be alleviated by getting feedback at every level of the company throughout the process. Unfortunately, this can cause it’s own problems, as people voice their own ideas of what the company is and should be.
Building marketing messages from vision and values
Crafting marketing messages around corporate vision and values: the best insights from Monica Silva, team lead of internal communications at Phillips 66 and Rob Camper, SVP, strategic brand director at Cadence Bank
Great marketing needs great data: Testing and analytics in marketing
The best marketing decisions come from good information about user. But getting that data can be a challenge. Robin Tooms talks to Daniel Cotlar, Chief Marketing Officer at blinds.com about how they test their marketing decisions.
The Backflip Theory: Execution is More Than Just Knowledge
When I speak to companies about connecting with their purpose and creating compelling mission and vision statements and acting on it, I usually get a lot of nods.