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4 mins

Understanding Personas: A Guide for Marketing and Branding

In today's competitive marketplace, understanding your target audience is essential for effective marketing and branding strategies. One way to achieve this understanding is through the use of personas, which are fictional representations of your ideal customers based on real data and market research. In this article, we'll explore what personas are, how they can be used in marketing and branding, and provide practical tips for creating them.

2 mins

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.

5 mins

Seven Components of User Experience (UX)

A user’s experience with a website or app is made up of a variety of elements and moments in time. Every detail--from load time to aesthetics--has an impact.

4 mins

The Emotional Charge of Discovering Your Brand Archetype

 Getting to the heart of a brand story is rarely simple and is almost always an emotional process.  A brand archetype informs not only the brand story, but also the brand behavior, marketing message tone and customer experience.

7 mins

10 Examples of Good User Experience (UX)

More and more people are talking about User Experience (UX) and how it can be a differentiator in a crowded marketplace or a selling point for B2B digital services. At its core, UX is about considering the needs of the people who will be using the product (website, app, etc.) you are designing and then going a step further and placing your users—not yourself or the CEO—at the center of the design process.