Think about the McDonald’s logo right now.

What color is that M?

Yup, it’s yellow. Or, gold, if you prefer. (Ya know…Golden Arches?)

I’ll bet it took you .3684 seconds to come up with that answer. Why? Because McDonald’s has been very purposeful in their use of color over the years. When you’re driving down the road and you see that yellow M, there’s no doubt that a Big Mac and Coke are within reach (and if you’re hungry…they just bought themselves some business).

Why do you think they chose gold/yellow? Could it be because yellow is very easily seen? How about because yellow denotes friendliness/happiness? With a tagline like I’m Lovin’ It, they’d certainly want to stay away from colors like sludge green . . .

Read more

The internet is awash in ‘proven marketing strategies’ and the latest trendy tactics to grow your business. But with so many ideas, it can be hard to know which ones are worth pursuing and which ones are not a good fit for the way your business runs and the market you’re in. And many tactics just don’t translate to every business. So which ones to pick?

Well, let’s start with the fundamental.

Communicate your big ‘Why’…clearly.

As Simon Sinek says: “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.” For most businesses, the story of why the owner or founder started the business and the mission the business continues to carry out . . .

Read more

Oh boy have things gotten heated in the world of advertising and marketing!

Political ads and radical brands are certainly on the rise in our new American political order, as FastCo recently discussed. It is becoming quite ‘en vogue’ to use politics as yet another tool in the marketing tool belt.

I’ve certainly seen this confirmed in recent events, not least being the various politically-tinged ads during the last Super Bowl. And of course there’s the politically-fueled feud that erupted between Uber and Lyft the weekend of Trump’s immigration policy announcement a few weeks ago. This was a particularly interesting episode in the saga of brands dealing with politics that directly affect their staff and customers. (If you haven’t heard much about this . . .

Read more

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 following us, here’s our new logo roll out.

After branding so many companies, we figured we should practice what we preach. We’re finalizing brighter colors, creative fonts, and foundational values (among many other things). And that brings us to our topic today…textures!

Kelsey Jones — Instagram: @ms_j77

A couple months ago, the very talented Kelsey Jones (Instagram: @ms_j77) painted some beautiful watercolor and oil paintings for us to use as textures. We’re so stoked to introduce them to you in our new look!

There are so many creative people in this world — think . . .

Read more

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 free-of-charge. We wanted to give something back to the communities we had participated in, as well as spread the word about our business.

The response wasn’t as positive as we would have liked. One scathing review on Google really sticks with me.

“Events hosted there had marketing companies posted out front with large tables of marketing material to push on unsuspecting party-goers.”

This comment was referring to a prom-themed event at which we had allowed a few individuals to sell corsages and other relevant goods at our front doors. For us, it was . . .

Read more

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 from “why-less” brands all the time!” (like Walmart, for instance)

My response is this: You’re right, but no one is in love with them either.

No one is proudly wearing their t-shirt.

No one is jumping through hurdles to work for them.

No one is talking up the brand to their friends because “they’re simply the best.”

Read more

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 journey with your brand as they move from device to device.

You probably do it too.

Have you ever used your iPhone to fill up your online shopping cart, but then finished the transaction on your laptop? Maybe you’ve started watching an amazing new show on your living room TV, and then picked it back up the next day on your Netflix mobile app.

Welcome to the new norm.

Read more

“Thank you. Come again.”
We’ve all heard Apu’s famous catchphrase on The Simpsons, finishing every transaction with an invitation to shop again. Apu is trying to achieve something every business in the world wants: repeat customers.

And with stats like these, it’s just common sense:

Acquiring a new customer costs 6–7X more than retaining an existing one. – Bain & Company.
Increasing customer retention by 2% has the same effect as decreasing costs by 10%. – Leading on the Edge of Chaos, Emmet Murphy & Mark Murphy.
The probability of selling to an existing customer is 60–70%. The probability of selling to a new prospect is 5–20%. – Bain & Company.

It’s far more expensive to bring in new business than to retain current customers. This . . .

Read more