All Posts By

Shelley Brand

Creative StrategyMarketing
September 7, 2017

Perception is Everything

At Creative Tonic we believe that great creative is great business and that a strong brand yields strong results. We’re a branding firm, so of course, we believe that - we wouldn’t be doing the work if we didn’t believe in it. But it’s important to understand that our clients…
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Creative StrategyInside The StudioNew Work
February 8, 2017

Agile Branding: The Power of Iteration

Like our startups clients and the Harvard Business Review ¹, we believe that iteration leads to innovation. As with great companies and ideas, great brands require trial and error, market testing and continuous evolution over time. Yes, consistency is important in creating a great brand, but you can be consistent…
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Creative StrategyInside The StudioMarketing
October 26, 2016

The Stigma of B2B

We do our fair share of B2B work, though, in fairness to our clients, we use that distinction only for the purposes of this post. Philosophically and in practice, we see no distinction between B2B and B2C, or between any industry, market or segment – how we approach their challenges…
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ConceptCreative StrategyInside The StudioMarketingNews
July 14, 2016

Brand Discovery: Setting The Stage For Efficiency in Creativity

Identifying the opportunities for differentiation is essential in creating a brand that is distinct and stands out from the competition. Where are the holes in the market? What are the areas of opportunity for positioning the company visually and tonally? Understanding these questions ensures we’re helping our clients reflect their…
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Creative StrategyInside The Studio
May 19, 2016

UX Branding: The Path to the Middle

User experience design is an essential part of any digital project. It's crucial to the success of any website and app. It's a critical component of any software or application company’s approach and product. What it's not is a place where a great brand is conceived or built. (more…)
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ConceptCreative StrategyInside The StudioNew Work
February 18, 2016

New Work: Rackspace + Microsoft Azure Infographic

To help launch their new partnership with Microsoft Azure, Rackspace asked us to create an infographic and landing page to highlight the benefits of their new managed-service option for the Azure platform and support their promotional campaign for an informational webcast. Starting with the infographic, we developed a concept that highlighted the pain points at each…
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ConceptCreative StrategyInside The StudioMarketing
September 15, 2015

What is Concepting

We often use the term concepting when talking to clients and potential clients, but what does it really mean? What is a concept and what value does it have? Why do agencies always want to do a round of concpeting before starting work? At a high-level concepting work is simply…
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Creative StrategyMarketing
September 1, 2015

5 Ways to Get the Most Out Of Your Agency

I've been running projects for over a decade now, working with a wide range of clients, business categories and project scopes. One of the things I've learned over the years is some clients get more out of their agency than others and it has less to do with the size…
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Creative StrategyMarketing
August 18, 2015

What’s the First Step: Tactic Map

When creating a marketing strategy, the hardest thing to decide is where to start. To help facilitate this decision for our clients, we often create a tactic map diagram to break down the opportunities and opportunity costs associated with different tactics. Each diagram we create is unique to the client, their target audiences and…
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