What we think.

Fresh perspectives and musings from Marjoram

Room for Interpretation? How Flexibility in Brand Guidelines Helps Product Messaging

Brand Flexibility

Brand guidelines are created for a reason. A few very good reasons, actually.  Branding efforts help your company define an identity and stand out from the pack. And brand standards and guidelines make certain that your organization is presented in a systematic and easily recognizable manner.  Your company does many different things and talks to…

READ MORE

How to Bridge the Messaging Chasm Between Product and Brand

Bridging the Gap between Product and Brand

Brand messaging is hard to maintain in large, industrial corporate environments. And it’s not particularly hard to understand why.  Each product, division, or sub-brand has its own unique marketing challenges and needs. And each requires its own tailored communication approach. Fitting these varying messaging strategies under the umbrella of the overarching brand — which has…

READ MORE

Turn what you make into what you make possible.

Ingredient branding go-to-market strategies.

Weather forecasting has really been through an evolution. While the Farmers’ Almanac still has space on many a dusty bookshelf, modern meteorology uses different facets of technology for complex data modeling, weather satellite data analysis and historical temperature range review. The combination of these components, or ingredients, improves prediction accuracy and presents a higher level…

READ MORE

Beyond Personas: Understanding your audience so well, it’s like you read their mind.

What’s the difference between knowing your audience, and understanding them?

If you’re like us, you’re now spending most of your working hours at home. During this time of home-based social distancing, you might be running into your neighbors a bit more than usual. If you know your neighbor, you can quickly summarize the most basic information about them if asked: name, profession, marital status, number…

READ MORE

Are you framing the solution or the problem?

Your messaging must address their unique pain, too—not just your specific awesome.

BUILDING RAPPORT Chances are you don’t personally know your potential client, so picking up the phone and just talking one of your old college buddies into a professional blind date isn’t an option – but that shouldn’t stop you from understanding their problems and how you can help them. One thing you do definitely know:…

READ MORE

Are You an Ingredient Brand?

Ingredient Brands: The things that make things better. What they are, why it matters, and how to market them more effectively.

Are You an Ingredient Brand?

To put it plainly, “ingredients” are the parts or components (chips, adhesives, algorithms) that power a product (computers, packaging, search).

READ MORE

Trade show planning post-pandemic?

A go-to guide for when(ever) events come back.

Tradeshow planning post-pandemic

It’s been a rough few months for the exhibition business. Not only the organizations and exhibit companies involved in trade shows, but also the component technology companies that rely on trade shows to create visibility for their brands, products, or technologies. Whenever they come back (and I believe it will be sooner rather than later), trade shows will again present an excellent opportunity to bring visibility to your company, grow your business, and build customer engagement.

READ MORE

Launching your product brand overseas?

A go-to guide for launching your component technology abroad.

Launching an ingredient brand overseas

Are you getting ready to launch (or relaunch) a product or technology internationally? If so, here are some great tips to turn your marketing strategy into a resounding success.

READ MORE

Are you focused on the customer experience?

A go-to guide for industrial brands.

Customer Experience

Much like the three laws of motion that govern general physics, there’s a set of six fundamental truths about how the customer experience operates for ingredient brands–or any brand, for that matter. And whether we know these truths or not, they’re operating like software underneath every marketing program we develop.

READ MORE

Are you considering video for your industrial product?

A go-to guide for including video in your marketing strategy.

Are you considering video for your ingredient product?

Videos are a great way to inform and interact with your audience, especially when you’re an ingredient technology. They have the ability to make the highly complex easier to understand, and they’re extremely flexible—they can demonstrate a process or encourage a quick understanding of your component technology and what it makes possible. So, how should you be using this powerful medium to engage your audience?

READ MORE