Latest Big Ideas
Did You Know? When visitors go to your website, 43% of them immediately use the search function and 80% of users will leave your website if they don’t get what they need from your search. Such statistics prove how important having a good internal search is for driving and keeping traffic to your website.
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Brand Thinking Blog
Posted on December 6, 2013 at 1:09 pm
I’ll leave you to separate fact from fiction, or fact from fact, depending where your conspirator tendencies take you, but the site is a great way to tell a story—utilizing compelling visuals, voiceover and a haunting, ever-present soundtrack to set the tone. The entire experience is coherent and seamless. Regardless of its obviously commercial intent (and glomming onto the 50th anniversary of the assassination), it’s an absolutely effective way to tell a story using a mix of media on your web browser.
One very important note: you get a slightly different, but equally effective, experience on your mobile device. Same story, same visuals—different way of telling it. Something to bear in mind when designing for a variety of screens and devices and attempting to keep the experience consistent.
Posted on December 5, 2013 at 2:27 pm
Whether the fashion of the moment is branding or business development, the reality is that branding and business development go hand in hand. With that in mind, we’ve joined forces with ALM to deliver MarketOpps.
MarketOpps—a play on military jargon (“ops”) and opportunities (“opps”)—has been formed to help law firms achieve mission-critical initiatives when their own resources are fully deployed or unavailable. Among the five most important business challenges a firm may have are to:
- launch or promote a new or existing practice keep pace with changing laws or the changing market
- penetrate a specific industry where the firm has skills and experience but little awareness
- raise a new office flag to drive awareness of the firm’s expanded footprint and capabilities
- promote your next generation of stars whose luster may be under-appreciated by the buyer market generally
- burnish the brand in a market that is highly fragmented and where name recognition is an important strategic challenge
“MarketOpps offers three distinct campaign levels with strategy and marketing tactics tailored to your specific goals in line with your objectives and budget,” says Scott Pierce, Vice President at ALM. “Our program integrates market intelligence to help law firms develop valuable campaign content, creative packaging and copy to power the campaign and distribution channels to deliver the campaign to target audiences.”
All MarketOpps campaigns draw on three core components:
- Recon—market research and intelligence, industry studies, client interviews, program planning, budgeting, etc.
- Ordnance—a creative campaign platform of design and polished content drawn from the intelligence.
- Deployment—white papers, webinars, print, electronic and online advertising, web banners, conference sponsorships, special events, etc.
MarketOpps is best-suited for law firms interested in an engagement of at least six months and that are seeking to implement a multi-channel marketing campaign.
“MarketOpps leverages our firm’s 35-year success in innovative law firm marketing with ALM’s vast connections with in-house counsel and legal professionals through its network of media platforms and information services,” says Burkey Belser, co-founder and President of Greenfield/Belser. “The best of the best have partnered to help clients gain ground on their major marketing goals and revenue targets. Together, we’re delivering smart content, channels and creativity to reach the right audiences.”
For more information about Market Opps, please go to our new microsite, marketoppslegal.com.
And get ready for action.
Posted on December 3, 2013 at 3:40 pm
That’s not my headline; it’s from yesterday’s Wall Street Journal in case you missed it. Google gets its fair share of advertising love but advertising hasn’t abandoned its roots. Or perhaps I should say, companies who expect to reach a wide audience haven’t abandoned advertising. WSJ reports TripAdvisor has ponied up $30M to warm the cool fireplace—”For 13 years, the travel website has relied largely on digital ads such as sponsored search results and, more recently, social media. While that has helped build a ‘decent level’ of name recognition, the company says, it now wants to go further…Nothing has that broad reach or the ability to build a brand faster than TV advertising.”
Here’s your takeaway: We know from research but you know from experience that the professional services industry is highly fragmented. Think thousands, not hundreds, of shards of glass. Name recognition is—and may always be—the single biggest challenge facing professional service firms. You can pick up the shards one by one or get a dust pan. Your choice. The current disdain of advertising in favor of pure business development is more than misguided (and I’m being kind), it’s bad business. Without name recognition, you will not get called to the table. You will not even have the opportunity to sell your excellent services. Marketing and advertising build name recognition. Sorry, let me amend that statement: great marketing and advertising build name recognition. We’ve got plenty of “ordinary” already in the world.
BTW, we 100% support, endorse and engage with business development. But here’s a question: how long is your arm? That’s about as far as you can reach in the business development model. If you’re a warrior, you love the challenge of fighting in close quarters. I know I do. But I do not expect to rule the world through hand-to-hand combat.
I’m alert to the obvious red light flashing in your mind: consider the source. Brand, advertising, marketing is what they do. But consider this: we don’t sell (perhaps we should but we don’t), we market. We teach. We advertise. And you’re reading this.
One final story. I was driving into LA 10 or 12 years ago and looked over to see Yahoo‘s Vegas-themed billboard to my right. One could have at least three responses. Yahoo? Yahoo (per Jonathan Swift). Or Yahoo-o-o-!! I raised a fist to the latter.
Posted on December 3, 2013 at 3:36 pm
After stuffing ourselves with turkey and mashed potatoes last week, we decided it was a good idea to at least keep one thing light around here—our app of the week, Shoot the Serif. The clever tag line, “I shot the serif, but I did not shoot the sans-serif,” isn’t the only thing we love about this app. As a design firm, Shoot the Serif is the perfect mix of work and play. Not only will this game entertain you for hours, but you also get to brush up on your font knowledge. In a race against time, you must “shoot” the serif fonts as they appear, and ignore the sans-serif. It’s almost like tricking yourself into working…. almost.
Posted on December 2, 2013 at 12:05 pm
Most professional service firms talk, with the very best intentions, about understanding their clients business and industry. And that’s a good thing because our research shows that clients come to learn about firms wearing their industry hat. When it comes to the the value of understanding clients, Husch Blackwell has gone much deeper. They’ve turned talk into action by fundamentally changing how the firm functions. Over the past year or so, Husch Blackwell has put industry first, completely transforming the entire operation into industry teams and operating units.
We were engaged to turn this strategy into brand messaging. The centerpiece of the effort is a brand new website and a companion system of industry pitch materials. Check out how strategy meets design, form meets function and reason mixes with emotion to present a firm with exemplary depth in its clients’ respective fields.
On huschblackwell.com you’ll see:
- navigation that puts industry first, literally
- client success stories that give proof to the firm’s promise of value
- richer industry, bio and practice pages with fully redone benefits-driven content
- imagery drawn from client industries that reinforce Husch’s depth of experience
- a business insight resource center, easily searchable with Google search functionality and more.
Congratulations to Husch Blackwell on the continuing execution of its strategy and the launch of its bold new brand—online and off.
Posted on November 27, 2013 at 11:22 am
We know many of you are traveling to unfamiliar areas for the holidays this weekend, so this week we are featuring two apps to help you take the stress out of parking. (Because we know this weekend may be stressful enough.)
Why waste time driving around the block when there are empty parking spots are at your fingertips? Parking Panda is a mobile app and website that guides you to the nearest parking garage in an instant. Just type your current location and an aerial map will display, featuring a selection of garages near you. You will first need to create a secure account with your credit card information in order to pay for parking with this app.
At first glance, the app displays a variety of garages near you. Once you find a price or location that suits you, you can click on the icon for more details. Here you will find hours of operation, exactly how far it is from your location, a map of the intersection and even photos of the garage itself. When you arrive at the garage, you take the ticket as normal. However, instead of paying cash on the way out, just show the attendant the confirmation number on your phone and you’re all set! Not only can you find garages on the fly, but you can reserve spaces from your phone before heading out to the city. It’s a great way to ensure yourself a parking spot if going to a sports game or heavily attended event.
With over 1,300,000 parking spaces in garages in 73 cities, finding parking around you in the city has never been easier. You’ll never have to bring cash with you to a parking garage again!
Parkmobile is an app that allows you to easily find a parking spot without being weighed down with quarters. By simply using the app to scan the barcode found on any Parkmobile meter, entering your license plate number as well as your location and credit card information, you can begin a parking session in seconds. The app even counts down the amount of time left in your session and allows you to add more time directly through your phone without having to go back to the meter. You also have the option of receiving an email reminder when your time is close to expiring.
Other useful features of this app include the “Parkmobile Map” which lets you to find the nearest Parkmobile zone to your current location along with directions on how to get there and “Find My Car” which saves your car’s exact location so you can quickly find it later. You can even take pictures of nearby landmarks or take notes on which floor or section of a garage your car is parked in.
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