Each year brings new challenges for business brands. Hummingbird is using this space to focus on how big brands have navigated some challenging times, how some have bounced back or gotten ahead with smart branding. We investigate the four areas of branding that Hummingbird concentrates on with its own clients—strategy, identity, awareness and loyalty. The companies in our series stand … Read More
Stability and Disruption: Branding Lessons from Netflix
Every year has its challenges. But guess what? As long as we’re in business, it will never be over – there will be challenges to navigate. Hummingbird is using this space to focus on how big brands have navigated some challenging times, how some have bounced back or gotten ahead with smart branding. We investigate the four areas of branding … Read More
Behind Every Marketing Effort, There’s BIG Strategy
When people think of marketing, they think of social media… logo design… email campaigns. The fun stuff! Those activities are essential to your marketing. Without them, you couldn’t get your service, product or brand in front of your target customers. But behind every good tactic there has to be a Why. Why are you doing what you’re doing? Before you … Read More
Corporate Social Responsibility—Are You Doing It?
All of the largest U.S. companies are engaged in some type of corporate social responsibility (CSR) program. CSR activities include charitable donations, corporate sponsorships, pro bono work hours and participating or leading fundraisers… And the activities usually focus on environmental, social or economic causes. But it is not only the big corporations that engage in CSR activities. In today’s rapidly … Read More
Smart Branding For Manufacturers And Distributors
The relationship between manufacturers and distributors is like milk and honey… cookies and cream… tequila and lime (hold the worm). These entities work in harmony and even complement each other. But the relationship between the two is evolving as more and more manufacturers choose to go directly to the consumer—effectively bypassing distributors. And the elephants in the room such as … Read More
B2B Branding: Your Customers Are Researching Their Options…
The B2B market is as competitive as it’s ever been… and the landscape is changing rapidly. As more companies downsize and try to save on costs, the costs of goods and services is one of the first line items to be reconsidered. Increased competition is challenging traditional long-term relationships with suppliers. Yes, even today, your B2B competitor is trying to … Read More
Smart Branding In The Real Estate Market
There is one truism in creating and building a real estate brand: One size does not fit all. There is no magic checklist or software program that will produce a perfect real estate brand… because smart branding is both science and art. The science is making sure your company can be found (physically, yes, but also your website and social … Read More
Building A Long-Term Brand Identity
Branding and building a long-term brand identity are not mutually exclusive from marketing goals. But they are birds of the same feather. For example, McDonald’s spends millions of dollars on marketing campaigns for the reintroduction of the McRib sandwich every year. But we universally recognize those golden arches as the company’s logo. Branding and brand identity can be accomplished using … Read More
Impactful Branding and Marketing Tools for Medical + Pharma
To understand the changing landscape of marketing and branding for medical device and pharmaceutical companies, one only has to look at late night television. There, the battle between Viagra and Cialis is played out—hour after hour—as commercials remind viewers of the perils of ignoring one’s romantic life. (Sure, there’s the litany of potential side effects… but they’re speed-read at the … Read More
2018: A Marketing Year In Review
The past year has been a wild ride. The weather… the fires… the politics… the stock market. And through it all, marketing creatives have stayed the course. Here are some of the most memorable campaigns and trends from 2018: A Marketing Year in Review. Try A Hot Toddy, Dear Alexa Lost Her Voice This hilarious Super Bowl LII commercial conjures … Read More