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Creative Briefs

Thought-provoking insights into the Graphos world of web design, branding, inbound marketing and everything in between.

3 Ways to Dominate Your Industry Through Branding and Marketing

Posted by Laurier Mandin on Apr 11, 2017 7:30:00 AM

If there’s one thing at which my Graphos team is exceptionally great, it’s turning clients into leaders within their industry. Not just through crafting world-class branding and marketing but equally by helping business owners unite their sales and marketing and deliver on their brand promise. Moreover, we create marketing that generates provable ROI, and the client actually owns the whole industry leadership package. Nobody else really does that.

We’ve done it many times. But don’t get me wrong: true market leadership is not a commodity you can buy from a marketing agency. It’s a mindset that must fully permeate your enterprise.

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Topics: branding, digital marketing,

The 1 Thing Killing Your Website’s Lead Generation Success

Posted by Laurier Mandin on Feb 27, 2017 12:46:21 PM

Website-killing-sales-leads.gif

If your business is like most, all roads lead to the company website. Business cards, advertising, T-shirts and trade show displays. You might even be paying upwards of 20 bucks per click to Google Adwords, LinkedIn or other PPC platforms to push people to your domain.

And yet, how is it that the majority of corporate websites do a  horrendous job converting visitors into leads?

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Topics: Inbound Marketing, web design

Own It: Powerful Lessons from 3 Great Brands

Posted by Laurier Mandin on Feb 16, 2017 7:04:41 AM

Branding is not about invention, it’s about ownership. 

You can invent the greatest consumer product in the world. It can solve an important problem, look beautiful, and work flawlessly. And it can tank miserably, or even be mowed down by an inferior competitor who succeeds in owning the market.

Think about it: does McDonald’s make the tastiest burgers, Budweiser the best beer or IKEA the nicest furniture?

It’s laughable, yet each of them massively outsells everyone else in their respective industries. What they do have is very powerful brands. 

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Topics: branding

Branding and Marketing Vientero: a BioScience Company that Turns Meat Products into Health Foods

Posted by Laurier Mandin on Dec 6, 2016 11:43:22 AM

Meat has had a fairly rough ride in recent years. From steaks being blamed for heart disease to bacon’s condemnation by the World Health Organization as a cancer risk, it’s become harder to enjoy a bacon double cheeseburger with a clear conscience. 

So when the Graphos team met Vientero, a bioscience company with a unique technology to add cooking-resistant probiotics to meats, we were fascinated. 

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Topics: web design, brand name development, branding

8 Ways to Get Killer ROI With Your Marketing Budget

Posted by Laurier Mandin on Nov 1, 2016 10:28:18 AM

Getting maximum Return on Investment from a marketing budget is far from an easy task. While new digital channels and inbound marketing options promise an unprecedented price to quality ratio, it can still be daunting to sort through the options and map them to your goals. Costs can be confusing, and beginning marketers often find the results disheartening.

As you might know, some of those channels and strategies produce a much better ROI than others, and great results are highly dependent on the execution. Here are eight of the most productive choices – and what to focus on in implementing each.

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Topics: Inbound Marketing, Social Media Marketing, digital marketing,

5 Branding Lessons You Learned in Kindergarten

Posted by The Graphos Team on Oct 25, 2016 11:09:14 AM

Branding is a complex and often befuddling concept. Even for many who have worked in the industry for decades, it remains the murkiest and most intangible part of marketing. Everything else, we can easily measure.

Yet when you think about it, a lot of foundational lessons about branding development and successful marketing (not to mention business in general) are closely related to things we all learned a long time ago in Kindergarten and grade school.

Sometimes a little review can be a key to breakthroughs with a challenging subject matter. Try to remember the first time you learned these 5 lessons – and I’m sure you’ll agree they apply more than ever in branding.

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Topics: branding, digital marketing,

5 Things Your Boss Wishes You Knew About Digital Marketing

Posted by Laurier Mandin on Oct 20, 2016 7:30:00 AM

Before you decide to present your next great idea to market or push your company on the Internet, you can probably expect your boss is going to be measuring your plans against some high-level but very critical criteria. If you don’t know in advance what these factors are, the campaign is likely to go in the circular file before your 15 minutes of spotlight time are up. So it’s important to know what is going to make your boss or supervisor respond favourably.

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Topics: Inbound Marketing, digital marketing,

Dear Canada: Start Taking Your Creatives Seriously.

Posted by Laura Erickson on Oct 11, 2016 12:29:10 PM

As members of a graphic design and marketing agency, my colleagues and I are constantly fighting for the practice of good design, and I’m consistently surprised at how many we have to educate on our value. The idea that money spent on creative services is largely regarded as a waste of resources is a deeply ingrained issue that overlaps all creative fields.

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Topics: logo design, web design

7 Web Design Essentials Every Business Gets Wrong

Posted by The Graphos Team on Oct 4, 2016 7:00:00 AM

Website design often comes across as easy in concept. After all, aside from some HTML tags, can’t anyone do it? Numeous online tools make it easy to whip up a website of sorts with no coding ability at all.

And therein lies the complexity many people miss. A good business web design is not just about stuffing a page with words and stock images. 

It’s about creating a truly helpful Internet resource, strategically designed to position your brand as a market leader, convert visitors to sales leads – and keep your audience coming back for more.

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Topics: web design

4 Valuable Branding Lessons from Your Competitors

Posted by Laurier Mandin on Sep 20, 2016 7:30:00 AM

There are literally thousands of books about branding (about 298,000 according to a Google Books search). You could devote a career to studying the topic, and many people have.

But some of the best, most relevant lessons are very close at hand. You need to look no farther than others in your field. 

I’ve heard a number of entrepreneurs say, “we have no competitors.” Almost always, that's dangerous ego-speak. Unless your prospects have no alternative at all but to use your product or service, you have competition. (And if you’re among the innovators who truly do not, savour the moment. It won’t last.)

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Topics: branding