Raincastle's Web Design & Marketing Blog

DrivingRain

Posted by Paul Regensburg on Feb 25, 2016 8:30:00 AM

What it Means to Be a Brand Agency in Boston

Above_the_neck.jpegEarlier in my career, I was part of a national organization of creative firms that met in different parts of the country. I recall sitting at bar in the French quarter of New Orleans, a few cocktails in, when a colleague from New Orleans said, "You know the difference between branding firms in Boston and those down here?" He paused, "Y'all live above the neck... we live...below the neck!"

As well as being highly amused, I recognized the depth of his colorful statement and it caused me to reflect upon the top ten attributes to look for in a Boston based branding agency:

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Tags: B2B / branding / rebranding / brand / blogging / brand storytelling
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Posted by Paul Regensburg on Dec 3, 2015 8:30:00 AM

Six Steps to Demysifying Naming and Branding


Faced with a corporate or product naming assignment, you may conjure visions of silly corporate naming competitions over cold pizza or the endless search for the elusive, available url, which often results in a substandard name by default. While happy accidents can happen, most naming exercises fail because they are purely subjective, not based on any brand strategy.

Because a name is the most visible manifestation of your brand, whether it is a corporate, product or service brand, it needs to be built on a solid foundation. Having lead quite a few naming processes, I've found success by breaking down the process into six steps.

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Tags: branding / Naming / Product Naming / brand strategy / corporate naming
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Posted by Paul Regensburg on Oct 21, 2015 7:30:00 AM

To Build Your Online Brand, Start with "Buyer Personas"

If you're in the marketing field, you've probably heard of "Buyer Personas," but what are they exactly, and why do you need them?

For fans of the Showtime series, Homeland, you may have seen super sleuth antihero, Carrie Mathison, sitting cross-legged, surrounded by an array of suspect's photos, including bios, histories and known associations. These are personas. In the case of "Homeland," these are Terrorist Personas. Fortunately, we live in the less perilous, yet often elusive world of marketing, but share Carrie's need for a deeper understanding of our targets; what they look like, what they like and dislike, where they congregate, what they read and who they associate with on a regular basis.

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Tags: B2B / branding / rebranding / brand positioning
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Posted by Paul Regensburg on Sep 1, 2015 8:30:00 AM

Five Reasons You Need an Agency and Five Reasons You Don't

I've spent considerable time as an agency owner putting myself in the shoes of our clients and prospects to better understand when an agency like ours, or any agency — creative, brand, web, inbound marketing, etc.— is the right investment and when it isn't; here are my insights.

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Tags: marketing / B2B / branding / website / brand / inbound marketing
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Posted by Paul Regensburg on Aug 18, 2015 8:30:00 AM

Five Reasons Starting with a Concise Brand Strategy Will Save Your Website Project

You are in charge of Marketing. Your competitor just launched a new site. And it's good. They have case studies, testimonials, video and interactive diagrams. What's even more disconcerting is that they are telling a compelling story with a point of view. Their copy is solid, design is modern; They got their branding right. 

Your CEO is not happy, wants to see something done about it and wants results fast... but within a budget. How do you get it done?

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Tags: web design / B2B / branding / brand messaging / design / rebranding / brand / brand positioning / analytics
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