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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 Jan 26, 2016 8:30:00 AM

Four Tips for Naming a StartUp

Naming is fun, rewarding, creative and interesting. How's that for negating just about every post about the pitfalls of naming or how tedious it seems to be for many people? Granted, naming in a world of diminishing dot com availability is a challenge, but overall, I've found naming to be more gratifying than frustrating — when you have the right approach.

I've distilled four criteria that when followed, will greatly increase your chance for success and provide awareness of where the pitfalls lie so you can minimize time-intensive dead ends.

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Tags: B2B / rebranding / Naming / Company 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 9, 2015 8:34:55 AM

Trump and the Power of the Tagline

Amidst the blow-by-blow coverage of Donald Trump, and by association, the other candidates (including Democrats), there has been surprisingly little said about the 2016 candidates' taglines and their impact, or lack thereof, thus far. This post should not be construed as an endorsement or opinion of any candidate, just their brand strategies as represented through their use of campaign taglines.

To understand the power of a tagline, look no further than Barack Obama's success in 2008 with his two taglines: “Hope” and “Change We Can Believe In.”

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Tags: brand messaging / rebranding / brand / differentiation / taglines
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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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