Everyone does everything for emotional reasons then they back it up with logic
- Who is the target audience?
- What will it take to make them move?
- What messages will resonate with them?
- Where do they work/live now?
- How do we make them feel?
- What it will be like to live/work there?
Pass the Blink Test
Nobody reads anymore… You have about ten seconds to grab their attention, pique their interest and persuade them to take action. It's easy to make it long winded — it's effective to keep it short.
With over 1,000 web hits a day, our billboard for Ink Block passes the Blink Test with flying colors.
Brandscapes: Architecture in the Experience Economy
We must look at cities not as skylines, but as brandscapes. At buildings not as objects but as advertisements and destination. In the experience economy, the experience itself has become the product.
Extending the brand into the bricks and mortar is the most effective way to give the property a personality — one that creates an emotional response in the audience and differentiates it from the inside out.
Tag, You're It.
What's in a Tagline? What's the WIFM?
"What's in it for me" is the first question people ask themselves. So, we create positioning lines that answer that question with the unique selling propositions of the property.
As part of the re-branding campaign to transform New England Executive Park into "The District" we created a series of taglines and headlines that answer the WIFM of Millennials who are looking for more than just a place to work.
Name Calling Isn't Always a Bad Thing
What's in a name? Everything!
Let's face it, naming your property is more challenging than naming your first born. It's the heart and soul of the brand. It has to resonate with the target audiences. It has to differentiate the product from the competition and serve as the foundation for the overall marketing campaign.
Ink Block is the most recognized brand in Boston and has become synonymous with the neighborhood.