Arrow Feature

The CW’s Arrow on Target with Brand Community

At a time when more and more viewers are switching from appointment viewing on traditional cable and satellite to binge watching with streaming sites like Netflix or downloads of entire seasons, what can a network or show do to ensure that it keeps its brand community interested and engaged not only during the season, but in… Read More

5 Daily Branding Essentials Feature

The 5 Daily Essentials for Growing Your Brand

[As published in Meetings + Incentive Travel*] In today’s marketing world, branding is an always-on activity. With so many points of contact, online and offline, a strong brand must be seen as dynamic and vibrant; otherwise, it stagnates and loses ground. As a business-to-business professional, it’s important to always be aware of how your activities… Read More


Testimonials, Referrals and Awards, Oh My!

How to Encourage people to say good things about your company. (Originally published in PROFIT GUIDE online) It’s perfectly acceptable to tell people how great you are all by yourself—that’s called advertising. But testimonials, referrals and awards enhance your credibility in a way that advertising can’t because it’s messaging generated by satisfied customers and key opinion… Read More

Tim Cook U2 Feature

5 Reasons the U2 Download was the Wrong Move by Apple!

Brands align themselves with celebrities for a myriad of reasons – one is to create excitement about a new product launch. Last week, Tim Cook and Apple took their shot at doing just that with their U2 partnership and the auto-download of Songs of Innocence to iOS users all over the world. Now, if this… Read More

Wayne S Roberts Ice Bucket Challenge

Blade Branding Accepts The ALS Ice Bucket Challenge!

Once in a while a movement becomes so popular that you can’t escape it. The ALS Ice Bucket Challenge has become one of those movements – and we’re totally okay with that. This summer Blade Social Media Manager, Joshua Murray took on the Ice Bucket Challenge and, with the support of the team, included Principal… Read More

Design Matters Branding Images Feature

Design Matters: The Power Images Have on Your Brand

We all know the cliché ‘a picture is worth a thousand words’. And as tired as the saying is, it effectively sums up the weight that images can have on your brand. The images you choose to associate with your brand probably speak louder than the copy you use to describe it. Be Unique The… Read More


Weird Al: An Unlikely Master’s Course In Branding

On May 3, 1983, Weird Al Yankovic released his first album which topped out at number 139 on the Billboard 200. 31 years later, on July 15, 2014, Yankovic released his fourteenth album, which debuted at number one. How does a family-friendly comedic parody musician (a niche market if there ever was one) reach heights… Read More

Milk Carton Feature

Design Matters: How Packaging Impacts Your Sales

Packaging serves several different purposes when it comes to product branding, marketing and sales. Savvy packaging can seriously impact product profitability by affecting the customer’s perception of the product and of the brand. How does packaging affect brand perception?  In-store decisions are made in only a few minutes, if not even a few seconds. Therefore,… Read More