Category

Marketing

1024x300_Stigma-of-B2B-Header

The Stigma of B2B

By | Creative Strategy, Inside The Studio, Marketing | No Comments

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 and opportunities are the same regardless of whether it is a consumer brand or an industry trade group. So why the longstanding stigma against B2B? Why the complaints, usually loudest near the creative department, when an upcoming project has the dreaded “B2B” label affixed to it. It’s boring. It all…

Read More
_moodboards-Header-01

Brand Discovery: Setting The Stage For Efficiency in Creativity

By | Concept, Creative Strategy, Inside The Studio, Marketing, News | No Comments

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 perspective and approach in a way that is actually unique or demonstrably different. Working with a client on a new brand or brand refresh, this process of learning about the company, the marketplace and competitive set is crucial to the success of the project and for the long-term prospects of…

Read More
Blog_Flexibility-04

Consistently Relevant: Finding Flexibility In Standards

By | Creative Strategy, Inside The Studio, Marketing | No Comments

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 surprise our clients with just how far their brand can extend while still retaining the core elements and essence of their well-defined position.

Read More
DSCN2051_Web

Escape Ordinary: Cove Grand Opening

By | Inside The Studio, Marketing, News | No Comments

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 from space to shelf. Open to the public this Saturday, the 16th, the boutique is definitely fulfilling the brand’s position as a departure from the typical fashion retail experience. Be sure to stop by to check out the Cove brand and identity in the flesh and catch up on the latest styles from…

Read More
1024x600_Dimensional-Brands-Header

Building Dimensional Brands

By | Creative Strategy, Inside The Studio, Marketing | No Comments

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 years to every few months to, with the instant wave of popular opinion, plugs being pulled in a matter of days. It can be difficult to find the balance between staying relevant and protecting your existing brand equity. At Creative Tonic, we talk a lot about dimension when discussing how…

Read More
1024x600_Defining-Mobile-Header-PT2

The Mobile Minefield: Maximizing Your Efforts & Investment

By | Creative Strategy, Inside The Studio, Marketing | No Comments

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 simple questions with complex answers that can be explored and strategized and tested to their heart’s content because they have the budgets and resources to do so. But, for small and mid sized companies, budget constraints turn the mobile space into a minefield. The wrong approach, the wrong platform, the…

Read More
1024x600_Defining-Mobile-Header

Defining Mobile

By | Creative Strategy, Marketing | No Comments

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 minutes with their hand-held screens versus 2 hours and 48 minutes with their larger, less-portable counterpart. This, of course, shouldn’t come as a surprise. Mobile usage has been on a meteoric rise with every technological advancement and iPhone release, while television viewing has remained steady. 2016 is also projected to…

Read More
1024x600_Concepting-Pattern-Header

What is Concepting

By | Concept, Creative Strategy, Inside The Studio, Marketing | No Comments

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 exploration and idea generation. The value in concepts are twofold: (1) in the quantity and (2) making the decision upfront. If you can review more than one option, then you will make a better decision if for no other reason than the fact that you have to make a decision…

Read More
5Ways

5 Ways to Get the Most Out Of Your Agency

By | Creative Strategy, Marketing | No Comments

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 of their budget than it does their overall approach to working with the agency. From the Fortune 500 to one-man startups, business-to-business accounts to consumer giants, these are the five things clients can do to get the most out of their agency relationship.

Read More
TacticMap04

What’s the First Step: Tactic Map

By | Creative Strategy, Marketing | No Comments

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 marketing objectives, but the example below provides some insight into our approach and thought process for helping our clients get into market effectively.

Read More