Marketing Archives - Creative Tonic

Creative Strategy Marketing

Death of a Fixed Bid Project

"That’s not in scope." -The death knell to any working relationship. We don’t want to say it. Clients don’t want to hear it. And yet, it stands – elephant-esque – as the last, and only, line of defense in the fixed-bid, agency-client ecosystem. Over the last couple of years,…

Michelle HoupFebruary 21, 2019

Creative Strategy Marketing

Insights Versus Data: Research In The Brand Development Process

We’re often asked about the process of getting audience feedback during brand development. Typically companies want to know if the audience likes the brand or not, if the logo is appealing or if the brand colors are favorable to the target audience. These questions take both the brand and audience…

Michelle HoupFebruary 21, 2018

Creative Strategy Marketing

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…

Michelle HoupSeptember 7, 2017

Creative Strategy Inside The Studio Marketing

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…

Michelle HoupOctober 26, 2016

Concept Creative Strategy Inside The Studio Marketing News

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…

Michelle HoupJuly 14, 2016

Creative Strategy Inside The Studio Marketing

Consistently Relevant: Finding Flexibility In Standards

We often work with companies who need us to take an established brand and rethink or reimagine it for a specific execution or opportunity. Whether it’s creating physical presence for a software company or working with an R&D team on the next generation of a brand or product, we often…

Michelle HoupMarch 18, 2016

Inside The Studio Marketing News

Escape Ordinary: Cove Grand Opening

No better way to cap off our now award-winning work with the team at Cove than with a glass of champagne amongst Austin's fashion elite. Though our collective fashion sense may not put us in that category any time soon, last night's opening event was a great opportunity to see the project fully realized…

Michelle HoupJanuary 15, 2016

Creative Strategy Inside The Studio Marketing

Building Dimensional Brands

Among the many shifts we've seen over the past decade when it comes to branding, perhaps the most dramatic has been the drastically reduced shelf life of brands and brand campaigns. Always an exercise in diminishing returns, campaigns and redesigns and relaunches have shifted from a span of every few…

Michelle HoupJanuary 5, 2016

Creative Strategy Inside The Studio Marketing

The Mobile Minefield: Maximizing Your Efforts & Investment

For large companies, the shift to mobile is an exercise in diligence – what content or functionality do people want access to, what is the best method for delivering it, how should the desktop and mobile versions interface or should there be any difference between them at all. These are…

Michelle HoupNovember 12, 2015

Creative Strategy Marketing

Defining Mobile

As of July 2015, 191.4 million people in the U.S. owned smartphones¹, a number that includes nearly two-thirds (64%³) of all adults. Recent data also shows people are spending more time on these devices than with their former flame, television, clocking in at an average of 2 hours and 57…

Michelle HoupOctober 21, 2015

Concept Creative Strategy Inside The Studio Marketing

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…

Michelle HoupSeptember 15, 2015

Creative Strategy Marketing

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…

Michelle HoupSeptember 1, 2015

Death of a Fixed Bid Project

Insights Versus Data: Research In The Brand Development Process

Perception is Everything

The Stigma of B2B

Brand Discovery: Setting The Stage For Efficiency in Creativity

Consistently Relevant: Finding Flexibility In Standards

Escape Ordinary: Cove Grand Opening

Building Dimensional Brands

The Mobile Minefield: Maximizing Your Efforts & Investment

Defining Mobile

What is Concepting

5 Ways to Get the Most Out Of Your Agency

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