Savage Thoughts

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.”

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.

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.

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.

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.

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.

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.

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 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.