Blog

Step Up Your Brand Storytelling

October 13th, 2017

Stories are powerful tactics for brands. Stories illustrate important ideas and have the power to resonate with customers for a lasting impression. Good stories will attract and keep the attention of your brand’s audience. Here are four steps to step up your brand storytelling.   Step 1. Tell the right story. Should it be about […]

Don’t End on “Thank You”

May 3rd, 2017

For many moons, website best practices told businesses to send visitors to a thank you page after they submitted a contact form. This is a best practice because 1) it provides users feedback that their form was sent successfully and 2) it allows marketers to easily track form completions for analytics, reporting and optimization. The […]

New Faces: Hopkins Joins B+B Editorial Team

January 21st, 2017

We are pleased to welcome Rachel Hopkins to B+B as a copywriter. Rachel brings more than a decade of experience in professional communications, most recently in a corporate communications and social media role with Dow Corning, in which she helped lead global projects such as a redesign of Dow Corning’s intranet. Previously, she worked with […]

What We Can Learn from the Marketing Monsters

November 16th, 2016

Marketing monsters materialize when marketers lose their focus, forget their audience, don’t communicate well internally, get locked in by budget constraints or simply become lazy. While we haven’t examined every monster out there, we’ve touched on four common marketing monsters that can arise in your organization: The Zombie Campaign Morphing Werewolf Strategy The No-Substance Ghostly […]

The Pieced-Together Creation

November 11th, 2016

Over the years, you’ve accumulated a collection of marketing assets from different campaigns or materials – things like taglines, copy, product descriptions, photos, designs, the list goes on … At some point, you might think: “Since management wants me to reduce costs, and we have all these assets at our disposal, let’s just freshen up […]

The No-Substance Ghostly Plan

November 8th, 2016

Too often, we see marketing plans developed with the best of intentions, but lacking in substance. One obvious clue is frequent (or exclusive) use of the word “awareness.” If an entire marketing strategy revolves around building awareness, then it’s not a complete plan! Your potential customers are aware of you – now what?! Another scary […]

Morphing Marketing Werewolf

November 4th, 2016

You’ve been through discussions and planning meetings, and your campaign is approved and solid. The marketing is aligned to your audience, tactics are synchronized, the messaging is on-point and the creative is catchy and memorable. What could go wrong? Then there’s a subtle change. One tactic is cut to save on cost. Oh, and the […]

The Zombie Campaign

October 31st, 2016

Marketing campaigns have life cycles, and occasionally marketers forget that. Good campaigns see standard phases – introduction, growth, maturity and decline. Eventually, a campaign is simply no longer effective or worth running. At that point, savvy marketers call it for what it is – dead! It’s replaced with a new campaign that goes through the […]

When Marketing Becomes Monstrous

October 31st, 2016

We’ve all seen, and probably laughed at, various examples of monstrous marketing. But outside of the failed ad, or failed campaign, have you ever stopped to think about what really happens when your marketing goes awry? It wastes resources – resources that could have been used more productively elsewhere, like upgrading technology, hiring more workers […]

Mark Kawiecki

New Faces: Kawiecki Joins B+B Digital Team

June 22nd, 2016

We are pleased to welcome Mark Kawiecki to B+B as Account Executive – Digital Strategy and Sales. Mark brings a wealth of digital marketing experience to his new role, helping our clients develop effective digital strategies based on their business objectives. Leveraging his extensive knowledge of the evolving digital marketing landscape, he will help clients […]