Our industry moves fast and is constantly changing. Stay up to speed with TOP Talk, a place for fresh perspectives on timely news and trends, insider tips, answers to marketing communications questions, and creative inspiration.

Lessons From Levi’s on Fade-Resistant Relevance

Posted on July 31, 2019 by Sue Parente

Topics: Thought Leadership, Branding, Messaging and Positioning

Relevance is an unspoken priority for most brands and essential to build a business that will last. It isn’t just about fresh, hip marketing campaigns — it’s about your customers, the context of their lives, and the options available to them. ...

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Rebranding? Make the Most of a Golden Opportunity

Posted on August 22, 2018 by Sue Parente

Topics: Branding, Content, Messaging and Positioning

How many times have we seen companies change their name or logo only to find nothing’s really changed at all? In those instances, it turns out the “rebrand” was just window dressing or worse — the brand actually delivered the opposite of what the ...

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So You’ve Developed Your Corporate Messaging and Positioning. Now What?

Posted on August 8, 2018 by Marian Hughes

Topics: Branding, Content, Messaging and Positioning

Nothing feels better than completing a corporate messaging and positioning assignment. After weeks (or even months) of analyzing the competitive landscape and the needs and wants of your target audiences, you’ve concisely articulated what your ...

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Developing Social Media Brand Guidelines

Posted on March 28, 2018 by Grace Rasulo

Topics: Social Media, Branding, Graphics

Whether you’re on a big team or small team, have a full content calendar or post intermittently, it’s important that everything you post on social media exudes your brand. From color to tone of voice to logo usage, one of the most important ways to ...

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The Elements of an Effective Company Website

Posted on May 3, 2017 by Grace Rasulo

Topics: Social Media, Branding, UX

No matter what industry you’re in, it’s imperative to maintain a strong company website. Afterall, it’s a prospective customer’s first impression of your company. While there is no standard rule on how frequently a business needs to update its ...

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Internal Branding: The Secret To Nailing Your Corporate Brand Strategy

Posted on January 6, 2017 by Kathy Wilson

Topics: Branding, Messaging and Positioning, Employee Communications

When it comes to corporate branding, why is it that some companies get it so right while others struggle? I recently asked that question of Jonathan Cleveland, founder and principal of Cleveland Design, a top branding and design firm that works with ...

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