We are pleased to announce that out of more than 5,000 submissions from 24 countries, K2 Communications has been named a double winner in the 2018 Summit Creative Award® competition. The winning works were produced for Rochester Institute of Technology and Eastview Mall. K2 won a silver award in the Exhibit category for an exhibit created for […]

                    Our new TV spot Bud and his wife, Peggy, moved to The Highlands at Pittsford this summer. They’re meeting new friends, seeing some familiar faces, and enjoying all there is to do at The Highlands. In our latest TV commercial, Bud and friends encourage those […]

The following article may be of interest to many advertisers. Blass clients have experienced excellent results from campaigns than combine different forms of media working in concert to promote their message. Online media run with traditional media provides broad exposure andtargeted messaging. Billboards are having a heyday in a digital world Outdoor advertising is bigger […]

  Social media and public relations might seem like an odd pair upon first inspection. One is a new strategy, just over a decade old, while the other spans decades, even centuries. Can public relations and social media really work together to bolster your business? Most definitely! In this post, we’ll discuss… How social media […]

The more specific you can get about your audience, the less waste and more impact your campaign will have. In this episode, we discuss how to use geotargeting to get the most from your marketing efforts.

We hear it all the time: data is yesterday’s “big thing,” today’s “big thing,” and—more than likely—tomorrow’s “big thing.” But how can a brand leverage its data in a way that is truly meaningful from a marketing perspective? The answer is personalization. Personalization is the practice of producing and delivering individualized content to people by […]

I have drawn these findings from a variety of research studies. Most are outlined in my Brand Aid book.The five drivers of customer brand insistence are awareness, relevant differentiation, value, accessibility and emotional connection.Brand familiarity and knowledge are the most important components of brand equity, leading to liking, acquisition, retention and profitability. A brand’s relevant differentiation is […]

Because the brand is ultimately about the consumer experience, I have spoken about the cooperation that needs to happen between CMO and HR VP, but equally importantly in today’s digitized world, there needs to be a close working relationship between the CMO and the CIO.Consider the impact of the online banking software and its functionality […]

A high-level view of this important media tactic.

Navigating the woes of priority election coverage.

What we learned from this world leader in machine learning technology.

Untangle your acronyms! CRM vs CMS

5 Reasons To Create An Inbound Strategy For A Financial Institution

Here’s how Tipping Point recently helped two franchises make their mark.

Here’s how Tipping Point recently helped two franchises make their mark.

I have conducted brand equity studies for hundreds of brands over the past twenty years. In doing so, I have identified some patterns that tend to occur throughout the studies, patterns that it would be helpful for brand managers to understand. Here are some of the insights from those studies:Brands often have lower unaided awareness […]

The dry intros. The same pictures year after year. And listings, listings, listings. Travelers and tourism professionals alike know the typical travel guide all too well. But, now there’s this thing called content marketing that can change the way you think about travel guides. It starts by rethinking of your audience as readers, not travelers.… […]

The dry intros. The same pictures year after year. And listings, listings, listings. Travelers and tourism professionals alike know the typical travel guide all too well. But, now there’s this thing called content marketing that can change the way you think about travel guides. It starts by rethinking of your audience as readers, not travelers.… […]

Four Common Differences Between Agency-side and Client-side Marketing Client-side versus agency-side is a tale as old as time. If you like long hours and a fast-paced highly competitive work environment you should work for an agency. If you like mundane, 9-5, and a corporate environment, you should work for a brand. The stereotypes are endless. […]