Brand Awareness
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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.
Click here to download this publication in Adobe PDF (5 pages / 64k)
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?"
Click here to download this publication in Adobe PDF (6 pages / 262k)
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...
Click here to download this publication in Adobe PDF (2 pages / 19k)
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.
Click here to download this publication in Adobe PDF (2 pages / 72k)
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.
Click here to download this publication in Adobe PDF (2 pages / 73k)