We have a lot to say. Admittedly, some of it probably shouldn’t be said in public, so we’ll keep it to the stuff that matters. Don’t expect us to only spew words or facts. We’ll tell you what we think, and more importantly, why it matters to you.

May 20, 2021

Key Takeaways from a Year of Online Product Launches

Shawn Maher Advertising, Branding, Communications Agency, Education, G/L Approach, General, Integrated Marketing, Strategy, Trending Now, Trends

There’s something about a really well-executed product launch event that captures our attention and our imaginations. When it really clicks, the anticipation among consumers is electric. But during the pandemic this past year, packing a giant event space full of people for a product launch simply wasn’t an option.  Of course, necessity is the mother of invention. And if there’s …

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Apr 27, 2021

How to evolve your target personas in higher education post COVID

Randy Micheletti Education, Full Funnel Marketing, G/L Approach, Planning, Strategy

As most of you know, your target personas should be a living document. Because society experiences shifts in attitudes and external factors, these personas should change as frequently as necessary to ensure accuracy. Markets can change quickly, and effective marketing must evolve with it. Many industries have experienced a dramatic shift in response to the past year, but perhaps none …

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Feb 25, 2021

Now’s the time to rebuild your construction marketing efforts

Shawn Maher B2B, Branding, G/L Approach, Strategy

During the pandemic and all the social distancing that has come with it, many industries have been affected. However, the construction industry is particularly interesting. Not only for the boots on the ground, but because so much of the marketing efforts in the industry are people oriented. Looking for new clients or even new vendors? Many industry professionals rely upon …

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Feb 09, 2021

A Video Strategy for Every Phase of the Funnel

Melissa Ross Brainstorms, Creative, Full Funnel Marketing, G/L Approach, Social Media, Strategy

It’s a known fact. The play button has become the most compelling digital call-to-action. In the past, video was used as a supporting element in digital marketing campaigns, but within the past five years, that notion began changing, and now video lead generation campaigns can be more powerful and effective than other marketing methods that don’t involve an interactive element. …

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brand discovery
Jan 28, 2021

Why Brand Strategy is in Such High Demand

Shawn Maher Brainstorms, Branding, G/L Approach, General, Integrated Marketing, Planning, Strategy

If you know G/L, you know we’ve always talked about the importance of brand strategy. It’s been central to our 30+ years. It’s why we created Distilled Thinking, our 5-step comprehensive brand discovery and development process. However, CMOs throughout the industry are realizing the importance of brand strategy as defining who they are as a brand has become more important …

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