Article

Branding Without Bias

Publication: Unified Communications Feature Article

If you asked a Baby Boomer to describe the Internet's archetypal everyday online user, they would probably say that it was a member of the Gen X or more likely, the Gen Y demographic. However, a huge transition has been occurring gradually—Baby Boomers and members of the Greatest and Silent Generations have become World Wide Web enthusiasts. Now, when marketing to a target community, appealing to a vast age differential has become pivotal to success. How then do you build an unbiased brand identity and convey it within the design of a website that fits the interests of an almost ageless community? This was one of the major concerns facing Georgetown University's DC Alumni Club this summer when engaging in a well-deserved rebrand.

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Article

An Epic Brand

Publication: Unified Communications Feature Article

At just fourteen years of age, and against the wishes of his mother, he set sail with the merchant marines towards our neighboring island foe. Nothing in the world made more sense to young Roman Gomez in 1944 than joining up and serving his country—we were, of course, in the throes of World War II. Much of what happened over the next several years is still classified, but as his story unfolds, he can tell you about overseas adventures, working for Naval Intelligence in Guantanamo Bay circa 1949, and how his native Spanish language skills catapulted him from child sailor to merchant marine savior. The waters were rocky, but the boy, resolute—this is one compelling memoir. So, the question for us is this: how should our hero’s epic impact his company’s brand? In the macrocosm of branding, does your corporate identity need a "story?"

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Article

Tricks to Finding Good Tech Support

Publication: The Washington Post

For a lot of people, the usual cure for computer problems is the "phone a friend" option: They call up tech-knowledgeable pals, describe what's not working and try to follow whatever advice they get. This approach is free, but it has the disadvantage of not always working.

Professional support options are available and often affordable. But it takes some work to find one, as I found out after a recent series of computing mishaps.

These companies are listed under Computer Services and Repair in the yellow pages, and at first they can all look alike. Each can send a technician to set up a network or troubleshoot software problems, usually at a minimum hourly fee that ranges from $65 to $120.

Ask the right questions, however, and you can uncover important differences...

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Article

In A Word

Publication: eNews

Quality branding requires more than interesting or colorful graphics. It is not something that can be fully accomplished with PowerPoint tools and pre-fabricated templates. In fact, computer programs alone cannot express credibility, professionalism, or leadership. Ultimately, without an underlying reason for the tagline below the logo or the swirl next to the corporate name, your look and feel is flat and most likely not memorable. What special ingredient is needed? Using the launch of Prosodie Interactive, I am going to discuss the process involved in successfully branding a company.

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Article

Message In A Flash

Publication: BizWatch Feature Article

Imagine that you are going for a job interview. You arrive and find yourself meeting with a nameless, faceless corporate type. Wearing a lucky suit and carrying an impressive resume, you wait for the questions to begin. Somehow, "my biggest weakness…" and "if I could change one thing about my work style…" replace pre-planned, expertly worded answers. After losing control over the flow of information, you leave exhausted, drained, but still hopeful.

Trades shows, like interviews, are a great medium to present your company's best self to numerous potential clients and partners. And just as in the former, strategy is crucial. To demonstrate, let's consider what Elcoteq Network Corporation did to drive customers to their booth at CTIA in Orlando.

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