by Carroll Ray | Mar 20, 2019
It seems there could not be two professions with less in common. One sits in meetings and/or at a computer, conducting research, developing strategies, designing communications. The other runs into burning buildings, performs CPR and pries doors off crushed vehicles....
by Carroll Ray | Oct 24, 2018
The Evolution of the New England Patriots Brand As a long-time season ticket holder to New England Patriots football games, I have witnessed first-hand the evolution of an organization from hapless laughingstock to what it is now, a first-class organization that has...
by Carroll Ray | Sep 24, 2018
When conducting competitive brand research for clients, I find that more and more tech company brands are looking and sounding more and more alike. That’s not branding, that’s the exact opposite of branding. The point of your brand is to distinguish your...
by Carroll Ray | Jun 20, 2018
Effective branding requires clarity, frequency and consistency. That can be challenging for small B2B companies who need to keep their focus on new business efforts and may not have the resources or time to focus on the brand. In this environment, it’s especially...
by Carroll Ray | May 11, 2018
Design agencies are like a favorite pair of jeans. They fit perfectly back in the day. They were expensive, but worth it because they made you look good. But times have changed. Your company has grown up. How can you tell if it’s time to clean out the creative closet?...
by Carroll Ray | May 11, 2018
I admit it. I’m a creative. But if forced to choose between creativity and clarity, I choose clarity. We’ve all been there. A television commercial ends, we turn to our partner and ask “what was that???” Most likely, it was an...
