by Ellen Galvin | Dec 29, 2014 | Brand Strategy
In graduate school, I took a series of marketing and branding classes and learned that a strong brand name serves as a shortcut to decision making. In other words, without adequate information or the time to conduct exhaustive research, consumers rely on strong brand...
by Ellen Galvin | Nov 24, 2014 | Marketing Communications
Creating and producing high quality content are essential tasks for any marketing department seeking to build brand visibility and drive consumer engagement. Yet the time and resources required to produce great content and to build a strong social brand are why many...
by Ellen Galvin | Oct 5, 2014 | Brand Strategy, Marketing Communications
If you’ve thought of Pinterest as a platform for food and fashion brands, type in the word “fungicide” and see what pops up. Granted, fungicide doesn’t automatically come to mind when most people think about the popular picture-sharing site. But when you need to...
by Ellen Galvin | Sep 21, 2014 | Brand Strategy
An association’s brand is more than just a logo, tagline or brochure—it’s an emotional connection that members, donors, staff and the community form with an association and the stories that they tell about the work that it does. Whether you are rebranding your...
by Ellen Galvin | Sep 8, 2014 | Brand Strategy
I’m crazy about dogs, which explains why a New York Times article about a brand-savvy dog walker named Precious Costello Caldwell has been bookmarked on my computer (and stuck in my mind) since it was published earlier this year. Here are my thoughts on what Caldwell...
