Welcome to our blog, Cobalt-60.

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.

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Branding + Positioning

May 19, 2023 / by Sue George and Leslie Harris

Learn the art and science behind how prescription drugs get their unique sounding and looking names.

Mar 14, 2023 / by Sue George

Learn life science email marketing techniques to more effectively connect and engage with target audiences.

Dec 2, 2022 / by Lori Kantor

When choosing a brand color, find the best color that identifies the personality and message of your brand.

Aug 15, 2022 / by Sue George

Brand guidelines detail a company’s visual identity. Find out more about what brand guidelines are and how they’re useful to companies of all sizes.

Jun 22, 2022 / by Kerry Bennett

This blog post will examine the value of internal and external strategic communications for business growth and illustrate this concept with three real-world examples.

Apr 4, 2020 / by By Sue George

The last time you bought a car, did rational thought or emotions guide your decision? Read on for more on rational versus emotional branding and how it affects consumer behavior.

May 15, 2019 / by Sue George and William Harris

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.

Mar 25, 2018 / by Mark Miller

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.

Mar 27, 2017 / by William Harris

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.

Communicating complex ideas is hard. We make it easy.

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Sustainability Communications: Companies must embrace sustainability as a core value or risk being accused of greenwashing.

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