Cobalt-60 The Cobalt Blog

Branding

Thinking Inside the Board: Using Mood Boards to Generate Ideas and Build Consensus


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Also called vision boards or inspiration boards, mood boards are tools for communicating a vision, feeling, theme, persona or mood for a design or a style in a way that can be quickly absorbed and understood by those viewing them. Mood boards can be used to confirm that all stakeholders are on the same page or get feedback if not. Join Cobalt Communications Art Director Mark Miller on an exploration of this vital design tool. Read More…

Thinking Like Sun Tzu: How to Conduct a Competitive Analysis

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Sun Tzu, author of The Art of War, is often regarded as one of history’s greatest military strategists. According to the Chinese general, if you want to defeat your enemy, you must know them as well as you know yourself. The same is true if you’re marketing a brand — to succeed, you must know your competition. Read More…

Brand Positioning: How to Look Different in a Sea of Sameness

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Today, it’s easy to see brand positioning at work in some of the most recognizable brands, such as Netflix and Whole Foods. But even if you don’t have the resources of these big consumer brands, even if you’re a small B2B businesses, you can apply the principles of positioning. Read More…

Fear and Loathing in Marketing

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Fear, Uncertainty and Doubt, or FUD, is a fear-based marketing strategy used in disciplines such as public relations, advertising and even politics. Influencers use FUD techniques to make us stop, think and change our behavior to choose their preferred option over another more questionable option. Keep reading to learn how you can leverage fear in your marketing — and when you might decide to avoid it altogether. Read More…

The Value of Brand Consistency

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Each September, Interbrand releases its “Best Global Brands” annual rankings. While we wait to find out who will top the 2018 list, let’s take a closer look at the importance of brand consistency to businesses large and small, whether they sell to other businesses or direct to consumers. Read More…

Cobalt Signs (and Omens)

171219 Fullscale-Cobalt-Front-Sign-wSpecsCobalt moved to a new office location in November 2017. It didn’t take us long to realize that Cobalt-branded signage was critical to day-to-day operations — and to our overall brand. Read More…

Physical Fitness: Environmental Branding 101

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Successful environmental branding creates a physical space that effectively embodies a brand and communicates its attributes, personality and key messages. That space may be in retail stores, restaurants, office environments or even at tradeshows. It is accomplished through intentional design of a space’s atmosphere and carefully considers factors such as color, texture and materials, size and smell. Read More…

The Anatomy of a Great Tagline

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Call it a slogan. Call it a cutline. Call it a tagline. Whatever you call it, just don't dismiss it as a piece of throwaway marketing language. A powerful tagline can help you differentiate your business and attract new customers. Read More…

The Anatomy of a Great Name

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So what’s in the DNA of a great name, the unseen coding that makes it look and sound like a million dollars? Our checklist dissects five simple requirements that will help your brand grow into an empire worthy of worship. Read More…

Building a Business vs. Building a Brand: Channel Your Inner Eisenhower

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As a company owner, leader or manager, you're not just building a business. You're building a brand. “Doing business” refers to day-to-day operational stuff. “Building a brand” refers to developing an idea that is worth loving — an idea that will connect what you do with the people who consume it and create a memorable, emotional reaction. And the secret to building your brand? Knowing what's important and what's urgent. Read More…