In today’s shared-brand economy, people rule. And it’s about time. The rules of engagement have fundamentally changed. The line between people and brand is blurred now more than ever. The opportunity to be yourself and beyond yourself has arrived.

It’s our world. It’s our time. It’s our experience.

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When discussing new technologies with clients and peers I often hear the importance of not building “technology for technology’s sake”.   I agree that this should be prevented but I prefer to think positively and speak about how we want technology to work instead of how we don’t want it to work.  In doing this, I use the word Sprezzatura.

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This month’s video features more of the team at Corey. A prospect had a new charge in their RFP-create a video so we can meet the team-remotely.  We love this kind of thinking. And, as you will see, we had a lot of fun making the video.

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Giving kids the opportunity to receive the best education possible is always a top priority, so we were thrilled to work with the Association of Independent Schools in New England (AISNE), an organization that provides educational leadership and relevant, responsive services to select New England Independent Schools. Their goal is to promote equity, excellence and collaboration within these schools and to help promote the message that AISNE schools, and all schools, have the potential to make our world better through their work to inspire, guide and educate children. Steve Clem, the Executive Director of AISNE, gave us some insight into AISNE and what he liked most about working with us as we developed crisp messaging and revamped their online experience. Enjoy and make sure to check out their Web site at www.aisne.org.



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We always love doing work for nonprofits and we recently finished developing a nonprofit brand from the ground up. What was formerly CollegeSUCCESS will be Beyond12 in a few weeks once their new Web site and brand goes live. We sat down with founder and CEO Alex Bernadotte to ask her some questions about her company’s brand, her background, and Beyond12. Beyond12 is true social entrepreneurship–it is a national nonprofit organization looking to increase the number of first generation, underrepresented and low-income students who graduate from colleges and universities. If you have any other questions for Alex, please comment here.

Why did you decide to hire Corey as your branding firm?

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A key question when developing social media strategy or a website is “Who do we target?”. “Who will be the most effective individuals to reach with our message?” Often these target audiences break down into two groups. Advocates for your organization, people who are invested in you and your offering, and the public, customers or end users – the ultimate recipients of your offering. A typical website design or social media strategy will try to reach these two groups in varying proportions.

But there is a third group, a group as important as either and one that can have a disproportionate effect on reaching end users. We call this group “Messengers.” Unlike your advocates, messengers are an audience that you don’t have direct contact with on a regular basis. They don’t follow your every word but they do share an affinity for your ideas, your topics and your issues. They might already be talking about your issues without mentioning your organization. Sometimes messengers talk about your topic on a regular basis, sometimes more sporadically as events or seasonality dictates.

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Internal applications – intranets, knowledge management sites, workflow management systems, etc. – drive an organization by keeping employees informed, creating quality and consistency across an organization, and positively influencing the bottom line. In this post, I review 4 ways to make these internal workhorses really shine.

Social Tools

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Yes, that’s right, the mighty Businessweek recently called on us to contribute some tips on branding. The tips are being featured in a regular section targeted to small businesses. Three of our tips have been published in the last two months. Tell us what you think. We’d love to hear your two cents or even more.

Tip One: Your Brand is a Verb, Not a Noun

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What is your school’s identity? What are its unique features and benefits? Most importantly, how would the various constituents in your community answer the above questions? With rising tuitions and increased competition, schools need to present a concise, compelling, and consistent message. Examine both traditional and new marketing tools, including social media, that will help you hone and project an accurate, positive image.

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A discussion by Andrea Naddaff, Partner and VP of Business Development, on campaign communications and case statements presented to the Regional Independent School Communicators (RISC).

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