The abundance of interesting articles makes it tough to cut through the clutter and get your message into the hearts and minds of your audience. But newspapers have it...
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Think Like the Brand You Are
As you’re growing into the brand you want to be — and the leader you want to be — these insights help instill you with the kind of experience and good judgment that we’ve developed over years of experience. And it’s yours for free.
3 Things Decision Modes Teach Us About B2B Buyers
Decision modes affect communication. The method and mood people bring into decision making affect their reasons for buying and how they need information delivered. This...
3-Step Process to Differentiate Your Brand from the Competition
Comparisons help contrast two things, bringing out differences and showing how each is special. Why does this matter for businesses? Without bringing out the...
B2B Brand Competitive Research: 4 Reasons to Do it Right
Competition. What comes to mind? An epic struggle between two teams on a sports field? Candidates vying for an open position at a fast-growing, exciting tech company?...
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Why Awesome Sales Copy Isn’t Enough
Sales copy. There’s a lot of tips, tricks, strategies, pointers, methods, angles, and tactics out there on how to make a sale. But guess what, it’s really easy to slip...
Brand New Conference 2016 Recap
Brand New Conference is a two-day event by Under Consideration on brand identity – chock-full of inspirational talks from some of the design industry’s most significant...
Details Make Design
The details are not the details. They make the design. — Charles Eames As some of you already know, Resound is going through its own brand redesign. If you haven't been...
Delight Your Audience
Resound has some really distinct personalities. People here are very passionate about various topics. For example, Stephanie has a (debatably unhealthy) obsession with...
Lessons in Trust
A few years ago, I was an inexperienced co-owner of a small video game bar in Tempe. Early on, we allowed an online community to utilize our space for events...
Marketing Doesn’t Mean Manipulation
A debate topic being tossed around our office right now is marketing (Is it a good thing? Is it evil?). I’m willing to bet we’re not the only ones arguing. Some people...
Story: The Marketer’s Paradigm
Remember this line? When Mr. Bilbo Baggins of Bag End announced that he would shortly be celebrating his eleventy-first birthday with a party of special magnificence,...
Does Your Brand Have Soul?
People don’t become brand fans because of what they see businesses do. They invest in why business do what they do. You might be thinking, “But wait, people will buy...
Unified Design: The Next Frontier in Branding
Someone once said, “Life is a journey, not a destination.” This quote doesn’t just apply to life. The same is true for your brand. Customers often go on a multi-screen...