GE’s recent acquisition of Baker Hughes, creating a separate company and name, and now with talk of GE exiting oil and gas, is an interesting case study in strategy and brand.
Not sure who did the math on “A picture is worth a thousand words,” but they had a point.
When one company decides to acquire another, they rarely consider the brand they are buying.
Measuring something requires definition and structure. A simple definition of brand is that it is a promise.
Planning a rebrand is like getting a first pet. Arriving home is not the time to ask “what does it eat”?
What’s the meaning of life? How many pizzas do you need to order to feed ten people? And how much does a website cost?
Zeal nutritional products had been selling like hotcakes. And yet, our client saw the potential to reach a broader, younger audience.
On every website two major conflicting forces are always at play: What you want your visitors to do, and what your visitors want to do.
Coming up with a name is easy. Coming up with a good name is hard. Coming up with a good name no one else has thought of gets even harder.
Despite all the sugar, our birthday celebrations have left a bitter taste in many a mouth. The culprit? The obligatory singing of the Happy Birthday song.
How to Motivate Employees to Think Creatively - Even When It's "Not Their Job"
Methodology is for sissies, right? Mavericks in branding, as in everything else, can always do things their own way -- and reap the rewards!
Picking this one took all of five seconds. Actually writing about it took a little more time—and many gentle proddings from my team.
To explain my choice, I need to take you back to 1970’s Poland, when the textile industry was churning out storefuls of uninspiring garment.
When the call went out from our creative team for opinions on the greatest pound-for-pound logo of all time, I couldn’t resist weighing in.
Making meaningful mobile interactions with your consumers will be key in 2016.
Distributing marketing materials online frees us from the cost of printing and delivery. And yet, occasionally, we wonder: Would a printed piece get more attention?
Going into the internship, I expected one of two outcomes: to fall in love with marketing and continue to pursue it, or to realize that it isn’t for me.
As someone who’s survived recessions over the past four decades, I can tell you that nothing about them is fun.
Mergers and acquisitions can be perilous ventures—missteps are all too easily and commonly made.
From a marketing perspective, the home page is actually more like a pretty face leading to the important stuff that follows.
Losing a client can be a blessing in disguise if the fit was wrong from the beginning.
No matter the age, good content can always be effective content.
Why marketing managers sleep better when using GatherContent.
Seventy percent of corporate change initiatives fail, but yours does not have to be one of them.
Pennebaker has a simple way to help companies make the most of any marketing effort.
What to do when your pre-approved marketing dollars are unexpectedly cut.
Great music is inspirational! Have a listen to this timeless overture from Marriage of Figaro.
What’s surprising, then, is how often and how well humor is used in both B2C and increasingly B2B marketing communications. With more sophisticated measurements and ROI calculations available, laughter has proved itself a bankable tool in the marketing arsenal.
‘For God’s sake, don’t make anyone think.’ For some marketing communications, that’s a reliable recipe for success. Like a McDonald’s burger, a company’s basic pieces are best served fast, cheap and packaged in a familiar wrapper.
For probably the 29th year in a row (and we’re 30 this year!), Pennebaker sent out a humorous holiday card for 2013.