Back Press Room

For years, many B2B brands invested more in sales and product than in brand marketing, the conventional wisdom being that superior specs and personal relationships would win the day. Today, however, it’s clear that strong brands are just as crucial in B2B, where they enhance effectiveness of demand-generation activities, lower the cost of sales, and command a price premium.

Margaret Molloy

Media Mentions

Why B2B branding is more important than ever

For years, many B2B brands invested more in sales and product than in brand marketing, the conventional wisdom being that superior specs and personal relationships would win the day. Today, however, it’s clear that strong brands are just as crucial in B2B, where they enhance effectiveness of demand-generation activities, lower the cost of sales, and command a price premium.

Margaret Molloy

Our recent rebranding work for West Coast client GlobalFoundries was covered in both Transform and BrandNew. In Adweek, Margaret Molloy commented on the shift in how many affluent shoppers are redefining luxury; Chris Lehtonen weighed in on brands funding anti-LGTBQ+ lawmakers; and Sandra Habib discussed why viral trends are a chance to reinvigorate brands with younger generations. Mel … Continued

Siegel+Gale

Media Mentions

Summer 2021 Media Mentions

Our recent rebranding work for West Coast client GlobalFoundries was covered in both Transform and BrandNew. In Adweek, Margaret Molloy commented on the shift in how many affluent shoppers are redefining luxury; Chris Lehtonen weighed in on brands funding anti-LGTBQ+ lawmakers; and Sandra Habib discussed why viral trends are a chance to reinvigorate brands with younger generations. Mel … Continued

Siegel+Gale

I recently hosted a multigenerational conversation with five marketing leaders and their Boomer parents, where we explored how brands are approaching this generation. The discussion squashed myths, such as the uninformed senior consumer, while shining a light on the influence of traditional media and highlighting the need for simple brand experiences. 

Margaret Molloy

Media Mentions

Don’t forget about us: How brands can reach Baby Boomers

I recently hosted a multigenerational conversation with five marketing leaders and their Boomer parents, where we explored how brands are approaching this generation. The discussion squashed myths, such as the uninformed senior consumer, while shining a light on the influence of traditional media and highlighting the need for simple brand experiences. 

Margaret Molloy

How, when people are inundated with so much information and forced to make decisions more quickly, can a brand cut through the noise? For one, a strong visual identity can help. But what exactly is a visual identity, and how can it be developed? Here, Executive Creative Director, EMEA, Sophie Lutman explains and offers her top tips for creating a visual identity that future-proofs your brand and helps you stand out from the crowd. 

Sophie Lutman

Media Mentions

Uncovering your visual identity: Simply standing out from the crowd

How, when people are inundated with so much information and forced to make decisions more quickly, can a brand cut through the noise? For one, a strong visual identity can help. But what exactly is a visual identity, and how can it be developed? Here, Executive Creative Director, EMEA, Sophie Lutman explains and offers her top tips for creating a visual identity that future-proofs your brand and helps you stand out from the crowd. 

Sophie Lutman

Brands are likely to be held to even higher standards in the future, and with Generation Z now moving into the workforce and earning some level of disposable income, its constituents will no doubt be the target focus of many brands. So, what are some things Generation Z may expect more from brands than the generations before?

Liz Olsen

Media Mentions

Are you ready for Generation Z?

Brands are likely to be held to even higher standards in the future, and with Generation Z now moving into the workforce and earning some level of disposable income, its constituents will no doubt be the target focus of many brands. So, what are some things Generation Z may expect more from brands than the generations before?

Liz Olsen

In our volatile world, bravery is no longer the purview of caped crusaders. Instead, it’s an essential, though unexplored, capability that all leaders must develop. Bravery is the one force that will make a difference in an environment craving changemakers.

Margaret Molloy

Media Mentions

7 habits for laying the foundation for business bravery

In our volatile world, bravery is no longer the purview of caped crusaders. Instead, it’s an essential, though unexplored, capability that all leaders must develop. Bravery is the one force that will make a difference in an environment craving changemakers.

Margaret Molloy

As physical and virtual realms converge, people will think differently about goods and services, differently about society and differently about the role of companies and organizations in their everyday lives.

Victoria Kurzweg

Media Mentions

World building: The new brand building

As physical and virtual realms converge, people will think differently about goods and services, differently about society and differently about the role of companies and organizations in their everyday lives.

Victoria Kurzweg

Like every living creature, brands must adapt to survive the changing landscape around them. Whether it’s Mastercard evolving its brand for a digital age utilizing the two instantly recognizable circles, or Facebook diversifying by acquiring WhatsApp, Instagram and Oculus. These shifts help to ensure longevity.

Dalia Fawaz

Media Mentions

Tabreed: Creating an essential services brand

Like every living creature, brands must adapt to survive the changing landscape around them. Whether it’s Mastercard evolving its brand for a digital age utilizing the two instantly recognizable circles, or Facebook diversifying by acquiring WhatsApp, Instagram and Oculus. These shifts help to ensure longevity.

Dalia Fawaz

Pride month witnessed an explosion of brand activity, from logos wrapped in rainbows to limited-edition merchandise. But a vast gulf separates genuine LGBTQ+ support and opportunistic virtue signaling. The LGBTQ+ community can discern the distinction, and allies notice, too.

Margaret Molloy

Media Mentions

Beyond Pride: Brands must balance public support with meaningful actions

Pride month witnessed an explosion of brand activity, from logos wrapped in rainbows to limited-edition merchandise. But a vast gulf separates genuine LGBTQ+ support and opportunistic virtue signaling. The LGBTQ+ community can discern the distinction, and allies notice, too.

Margaret Molloy

Earn the trust of new followers and maintain the trust of loyal followers with marketing experiences that are rooted in your brand’s mission and values.

Margaret Molloy

Media Mentions

Trust exercise: How marketers can inspire trust in their brands

Earn the trust of new followers and maintain the trust of loyal followers with marketing experiences that are rooted in your brand’s mission and values.

Margaret Molloy