Category: Strategy

As our agency has been blogging and posting about for the last 18 months, brands are being asked to take a stand on social, cultural and societal issues that face our world. Studies have shown that brand loyalty can be positively impacted by brands that take a stand on issues. And consumers want these brands […]

Over the recent months, we have read a lot about how the labor market is in an unprecedented state of transition. While many jobs that were eliminated have returned, we have also seen many jobs, often those with poor pay and minimal benefits, remained unfilled. At the same time, skilled labor is seeing much of […]

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 […]

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 […]

A Wall Street Journal article and accompanying podcast recently addressed several formidable obstacles faced by technical schools during the pandemic. Like other educational institutions, these schools had to quickly pivot from in-person to remote learning. To an even greater extent than traditional schools, the tech schools rely on in-person instruction. When Covid-19 shut down their […]

While there are countless industries that have struggled since the beginning of the pandemic, one industry that’s facing major challenges and seismic changes is higher education. These institutions have been forced to completely rethink how they’re marketing to potential and current students. Whether it’s navigating new COVID restrictions, rolling out virtual learning, dealing with students […]

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? […]

Why video? 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 […]

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 […]

When we talk about branding, many would immediately begin thinking about how it works in relationship to the sales cycle and staking a claim in the consumer marketplace. But what about the human resources marketplace?  We all understand how vital our staff is to our success, not only in their skillset, but also their fit […]