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The Blog: Branding

Since our earlier blog post about the telecom industry, Trone Brand Energy has taken another look at our Spring 2017 national survey of 980 home internet subscribers to uncover additional insights and ways for smaller, regional internet providers to more efficiently differentiate their marketing efforts from those of larger, national telecom com

UX and Branding
Branding | branding | Digital | User Experience | UX

Why User Experience (UX) is Important to Branding

Experiences with any brand touchpoint (including digital products) can either reinforce user perceptions of the brand or break them down. It's vital to a brand’s reputation that users have not only positive experiences with a company’s digital products, but experiences that reinforce the brand. Brand experience is user experience. 

smiling millennial on phone
brand accountability | Branding | branding | Retail | |

Brand Accountability: A Millennial’s Perspective

Brand accountability. Company transparency. Ethical business practices. Social awareness. As companies continue to hone which messages resonate with millennial consumers, or more importantly, which ones backfire, these trends are no longer what make companies stand out. They’re baseline requirements.

Account planners at all levels should be familiar with the notion that brand planning is often an unexpected journey. For starters, you work within the scoped marketing budget to extract the best possible set of insights from primary research and existing data to get to a strategically-relevant brand story.

By now most of us have heard of goat yoga, the animal-snuggling fitness sensation that has taken the nation by storm. But how did it become a craze seemingly overnight?

dangerous client
Branding | Digital | Insights

Are You a Dangerous Client?

The criteria might surprise you. We find that the most dangerous clients are those who try to control the internet. Yes. You read that correctly. Those who try to control the internet. If you are guilty, it’s understandable. A brand can get crushed out there without a plan.

For decades, the :30 TV spot defined advertising. There was no better medium to tell a brand story than film, and no better way to reach the masses efficiently than television. When it came to emotionally connecting to an audience, a well-crafted spot combined music and pictures to touch the hearts and minds of open, receptive audiences.

sweaty palm
Branding | Digital | Pet | Retail

You Want Your Agency to Make You Nervous

Marketing your company, or its products or services, can be a stressful job. There is a lot at stake, and every move you make as a marketer is scrutinized by, well, everyone.

North American Veterinary Community (NAVC) Conference, the first veterinary conference of the year is behind us. As February kicks off, I am reminded of the 11 months of conferences still ahead. Having attended these conferences for nearly two decades, I’ve seen many great brand ideas break through the clutter.

Branding | Insights | Retail

Transforming a Telco Brand at Gigabit Speed

Reimagining brand stories. Creating relevant communication plans. Intersecting with customers in digital and purposeful media. These components help Trone Brand Energy craft insightful messages that will convert telecom prospects into customers and customers into advocates.

Storytelling is an attainable marketing strategy for companies of any size, even the most hyperlocal. Because a compelling brand narrative is built on the strength of imagination and creativity—not wallet size.

bite-size branding
Branding | Insights

Bite-size Branding

GenZers are fluent in a sort of visual vocabulary—a sophisticated short hand in their Snapchat-Instagram-Whisper-world that minimizes reading and maximizes their time. Millennials don’t read for many other reasons. They appear to be a little effort-challenged.


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