This blog reviews how you can position your company as a thought leader and differentiate it from competitors.
Antibody-Drug Conjugates combine monoclonal antibodies, payloads, and linkers to selectively target cancer cells.
Learn life science email marketing techniques to more effectively connect and engage with target audiences.
Extractables and leachables are contaminants that may be present in a drug product. These impurities can come from any associated manufacturing or packaging components. The FDA regulates the testing of these impurities. The rise of single-use products and biologics poses new challenges.
Improving manufacturing efficiency through process intensification is becoming increasingly important in biopharmaceutical development.
This infographic was created as part of Cobalt’s Understanding Blue campaign. Contact us today to discuss how we can help you increase understanding in your target audiences.
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.
Clinical trial phases establish the safety, effectiveness, and comparative advantage of a treatment before approval.
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.
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.
Powerful headlines take work, but few resources explain how to write killer headlines that get readers to click. This blog covers all of the bases.
The evolution of the Cobalt Communications brand has been ongoing for nearly two decades. Our newest iteration is a natural extension.
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.
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…
Cobalt wins three platinum and one gold award in the 2021 MarCom Awards, sponsored by the Association of Marketing and Communication Professionals.
Tell a better brand story by developing and consistently implementing a brand messaging framework.
Demonstrated progress in sustainability can help build relationships and show your company’s authentic commitment to environmental and social issues.
In this article, we explain how to create a simple, concise internal communications strategy that you can use in any industry.
Interviewing a subject matter expert can be stressful or even intimidating, but with just a little preparation, you can get all the info you were hoping for … and more. That’s why we’ve put together this article about how to conduct successful subject matter expert interviews.
Infographics have transformed the way, and the speed with which, we understand complex concepts and act on them.
The best doers don’t always make the best leaders; read these tips to lead better.
Here are how leaders can use communications to alleviate workplace isolation, engage their teams and foster inclusion during these challenging times.
The language of loneliness has been universal this year. A close look at how loneliness, isolation and solitude can help and hurt us.
You often hear marketing experts talk about the value of brand consistency, but they don’t often discuss how consistency affects us at a cellular level. This article explains the biological basis of consistency.
Here are Cobalt’s eight predictions about post-COVID marketing.
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.
Writers and designers are “creatives,” but they work quite differently. What can each creative discipline learn from the other?
Imagine internal and external communications as two partners in a well-functioning, long-term relationship. Like any great partnership, they’re better when they work together and play off of the other’s strengths.
How do you guarantee users won’t breeze through the text you worked so hard to research, compose, and deliver?
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.
Even for the most experienced marketing pros, the responsibility of keeping your brand’s content flowing across the web can be daunting, even exhausting. It’s like feeding a monster that’s never satisfied. So,in this article, we turn to a familiar mantra of environmentalism — Reduce, Reuse, Recycle — to explore how marketers and business professionals canget more mileage out of theircontentand do more with less.
Swearing in the workplace used to be a no-no — no questions asked. But as three-piece suits have been replaced by khakis and no-tuck shirts, so too have we become more casual about the occasional oath or obscenity. Research shows that swearing can play an important role in communication, though there are some who argue it has no place in civil discourse.
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.
It’s easy to get overwhelmed by the terabyte-sized mountain of data that piles up every day from our business systems and processes. But the mountains of data represent a goldmine of opportunity — if you can find the right nuggets. That’s where KPIs come in. Grab your harness and pick axe and let’s start exploring the majestic wonder of KPIs.
Leaders of all kinds may feel they’re working 24/7 to take their organizations to the next level. There are this year’s trends and this quarter’s results and next quarter’s forecasts to worry about. You’ve built 7 highly effective habits but may feel frustrated enough to scream those 7 dirty words or commit one of the 7 deadly sins. Let’s reverse-engineer successes of organizations that have made it to where you want to be.
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.
Every day, we’re bombarded by the maddening susurration of voices coming to us via the internet. Much of it is potentially interesting, but most of us don’t have the time, inclination or supernatural abilities to absorb it all. That’s why, as marketers and communicators, we must produce content that stands out and grabs the attention of our busy and easily distracted audience. One great way to do that is to start telling stories. In this article, we share some basic storytelling techniques that can be adopted easily as you develop content for common social media platforms.
The quest for perfection is everywhere, and it’s easy to get sucked in. But perfection can be detrimental, especially to small business owners or marketing managers who have long to-do lists and fewer productive hours to get things done. Let’s take a look at some of the consequences of an unhealthy obsession with perfection — and how we can use perfection to make us more productive.
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.
The north pole is at the top of the world, and the south pole is at the bottom. But why is this? There is no scientific reason that one pole should be considered “up” and one “down.” A brief history lesson about the Mercator projection can help us appreciate the importance of a fresh perspective in our creative strategies.
Every time consumers shop, they face a plethora of products of all types, even for the most mundane items. At first glance, most shampoos, light bulbs or televisions may seem the same or at least very similar. So advertisers are constantly looking for ways to differentiate their products and make them stand out. Using science is one way to do that. But is the science real or is it soft, squishy and skeptical?
When you think of brainstorming, you might conjure up images of the Schooner Tuna creative session from Mr. Mom: agency team members gathered in a conference room, cigarette smoke billowing, clothes wrinkled, Chinese food growing crusty in the takeout containers while ideas died their slow death on an easel pad. A lot has been learned about brainstorming since then, including the fact that groups are not always better than individuals when it comes to generating great ideas.
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.
Eclipse mania may be fading (along with the white-hot images on our retinas), but the idea of an eclipse — an obscuring of light from one celestial body by the passage of another between it and an observer — made me think about how this phenomenon applies to communications. Is it possible to behave in such a way or deliver messages in such a way that the audience only remembers the person sending, not the content being sent?
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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