Here you’ll find our online digest dedicated to the art and science of communications. It’s also named after an isotope of the element cobalt.
This blog reviews how you can position your company as a thought leader and differentiate it from competitors.
How to incorporate ESG marketing into your overall sustainability communications strategy.
Learn how using stories in your presentations can make your company’s message more memorable, persuasive, and interesting.
By utilizing storytelling in your social media posts, you can build a meaningful, ongoing conversation with your audience.
Whether the story is fictional or based on facts, storytelling is the differentiating factor through which a narrative can communicate a brand’s values. In other words, what a brand stands for, not what it sells.
Explore why science-focused organizations need social media and how to effectively use it as a business tool.
Storytelling is still one of the most effective ways to reach prospective customers. Learn how you can use some simple storytelling techniques to make your case studies interesting, creative, and illuminating narratives.
Good graphic design is a key element of nearly any marketing communications project. Find out how incorporating visual design into your communications can help you meet the challenges of marketing your science-focused products and services.
After a few years of diligent blog writing, organizations accumulate a lot of blog content. In this article, we explain why and how to update blog posts.
As communicators focused on helping science-related businesses connect with their audiences, Cobalt is curious about nascent solutions and markets still being shaped by cutting-edge research and development.
Imagine that you are tasked with defining a new brand. You’d probably tend to start by selecting colors and fonts, creating a logo, and designing a website. Yes, all of these brand elements are essential, but they focus primarily on the visual aspect of branding. What’s missing are ways to engage the rest of our senses…
Tell a better brand story by developing and consistently implementing a brand messaging framework.
What makes a slogan so effective? Why do some (think “Where’s the Beef?”) become earworms and others fall flat?
We get it, the communications landscape can be a bit confusing. So we broke it down for you.
Also called vision boards or inspiration boards, mood boards are tools for communicating a 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.
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.
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.
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.
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.
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.
At Cobalt, we take understanding seriously. But what does that really mean? What is understanding? When someone attains understanding, what have they achieved? In this post, we try to understand understanding more deeply.
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.
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.
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