Wisdom from Professor Plum

Branding

How *Not* To Rebrand

The switch from Twitter to X by Elon Musk offers some great lessons in what to avoid if you choose to rebrand.

Read more
Branding

Don’t Go Wild with Your Brand Color Palette

When should you conduct an overhaul of your brand’s color portfolio? Consider the following strategies to assess your brand’s color identity:

Read more
Branding Content Marketing

The Power and Peril of Celebrity Endorsements

Bringing a celebrity or influencer into your marketing strategy can be a useful tool. Here are some things to keep in mind.

Read more
Branding Identity guidelines

The Importance of a Style Guide

When your staff communicate with customers across channels, consistency is key. It’s important to lock in your brand identity. Here’s how:

Read more
Marketing Marketing Signaling

Using Marketing Signaling to Your Advantage

If you want your brand to be a market leader or category disruptor, make sure your marketing signals it, or they might not believe it.

Read more
Marketing

Crafting Emails That Drive Results

In a world of overflowing inboxes, how do you write marketing emails that stand out? Cut through the clutter with these five proven email marketing best-practices.

Read more
Marketing

Company Values – Your Not-So-Secret Weapon for Recruiting and Retention

Authentic and engaging company values are a not-so-secret weapon to employee recruiting and retention. Here’s a primer on why and how to create them.

Read more
Research Branding Marketing

What's In a (Product) Name?

Naming a product can be tricky. Here are some tips for making the process smooth and productive.

Read more
Branding

Don't Make the Logo Bigger

You are more than your logo, and your logo is more than a placeholder for your print and digital ads. Here’s how to make the most of your ad space:

Read more
Marketing

4 Steps to Revenue Growth

SCG’s 4-step flight plan is a reliable pathway to reach targeted revenue. This model is particularly helpful for companies seeking dramatic revenue growth.

Read more
View all resource articles