Reading Time: 3 minutes If you asked most people where they find their audience, you’ll often get a very narrow response. Most advertising and marketing activity is associated with the vendor selection of the buyer’s journey… but is that already too late? If you’re a digital transformation consultation firm; for example, you may fill out all the details in a spreadsheet by only viewing your current prospects and limiting yourself to the strategies you’re proficient at. You might do
Reading Time: 3 minutes Organizations often utilize vector files that are licensed and available through stock photo sites. The challenge comes when they want to update other collateral within an organization to match the styling and branding associated with previously released iconography or symbols. At times, this could be due to turnover as well… sometimes new designers or agency resources take over content and design efforts with an organization. This recently happened with us as we took over working
Reading Time: 3 minutes For years I used to poo-poo the idea of branding. A bunch of touchy-feely people arguing about the hue of green in a logo seemed preposterous to me. As did the price tag of branding agencies that charged tens or even hundreds of thousands of dollars. My background is in engineering. The only color code I cared about was to wire something together. My job was to troubleshoot what was broken and then fix it.
Reading Time: 2 minutes One area that I didn’t invest in branding was this site. While my agency had a great logo that I love, and we work with all of our clients on their branding, I just didn’t have the bandwidth to work on the Martech Zone brand… until today. The old “M” symbol was basically a slightly modified illustration that I purchased in haste after I switched the domain. It was quite plain, didn’t represent anything, and
Reading Time: 3 minutes My friends love to give me a hard time for being such an Apple fanboy. I can honestly blame it all on a good friend, Bill Dawson, who bought me my first Apple device – an AppleTV… and then worked with me at a company where we were the first product managers to use MacBook Pros. I’ve been a fan ever since and now, outside of the Homepod and Airport, I have every single device.