Why Brand Storytelling Is No Fairytale

One of the things I like most about helping clients to truly understand and engage with their brands is reaching down together for their stories.

That conversation often initially elicits what effectively sounds like a resume: “I spent so many years at this company or that company, gained a lot of experience, bought or sold, and here we are.” Or, “We made this product and, as the market changed, it led to that.” These may well be how the business came to be in its current form, but it’s not the story anyone cares to hear.

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Sticky, Tricky Branding

Branding is a sticky, tricky business. Sticky, because that’s exactly what you want your brand to do – stick in the hearts and minds of your audiences. Tricky because getting your brand to do that is not quite so easy.

A sticky brand is like the perfect toffee. You anticipate the experience. Devour it with your eyes, followed by all of your senses. It has just the right smell, flavour and texture. You taste it, savour it, explore it. And the sensations linger long after it has left your tongue. You perhaps had to go a little out of your way to get that particular brand, but it was worth it – not like that other toffee you spat out when it first passed your lips and wasn’t at all what you expected.

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The True Value of Relationships

My parents always taught me to value my relationships, to treat others as I would like to be treated, and to never burn my bridges – that great big world is actually pretty small after you’ve been working in it for a while.

I’ve been blessed by the results of that sound advice with close bonds with my kids and parents, incredible friendships and truly great clients – some of whom have remained with Ink Tank for more than 25 years – and many who, over a short or long time, have become friends as well. My parents’ advice is both a lesson for life and a lesson for business. It applies to both the clients and suppliers I choose to work with, and also to the advice I give my clients to help them think differently about their businesses and understand how to authentically present their brands.

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Digital Marketers: Redefining Branding for Themselves

It seems that ever since digital marketing became a force in the universe, marketers who work in that realm have worked hard at redefining branding to suit their vested interests.

Many of these marketers have little experience in traditional branding and are reflective (in my opinion) of a pendulum swung disproportionately in one direction. A plethora of ‘online marketing experts’ are trying (and succeeding) in convincing businesses to invest significant time, money and intellectual capital in a broad capture that sweeps up just about anyone passing through, then justify the cost with their ‘engagement’ numbers.

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A Dose of Our Own Medicine – Our New Website

Every day, we work with organizations just like yours to understand their brand, their audiences, their opportunities, and their pressure points. We focus on building integrated approaches to find, build, and share the best parts of their organizations.  We help them to understand why they’re stuck, to define and embrace their quirks, their passions, and their bold truths – to move, challenge and inspire their audiences. 

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Let’s discuss your next project

Whether your brand is brand new, evolving or established but stuck – come play with us. We’ll break through together.
Or call us directly (416) 690-7557

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