August 9, 2010

Protecting the Trademark of a High Profile Non-profit

Andrea Naddaff, Partner at Corey, responds to Susan G. Komen Fights for Trademark on American Public Media’s Marketplace Web site.

“I am reminded of Rodney King’s famous sound bite ‘People, please, can’t we just get along?’. If we put this issue in branding parlance, Susan G. Komen Race for the Cure is the uber-brand of the pink ribbon and ‘race for the cure’. The other organizations can be considered as partners and should leverage the power of the creator to help establish their cause by crediting their inspiration. So, what am I saying? Susan G. Komen should be more charitable and the other organizations should be more respectful. ”

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August 5, 2010

What We're Reading This Week


August 3, 2010

July/August: Conversations with Corey

ere is the second installment in our monthly series featuring a behind-the-scenes look at the incredible people who work here. We ask four simple questions: What does branding mean to you, what does thoughtful mean to you, what’s your favorite brand and why do you work here?

Our second interview is with our Lego-loving director of experience design, Ryan Evans, who has walked a million miles in a user’s shoes.

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July 29, 2010

You Know Your Advocates and You Know Your Public. Do You Know Your Messengers?

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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July 20, 2010

Internal Facing Applications – Ways to Make them Shine

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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July 6, 2010

Your Thoughts On Our Tips for Businessweek?

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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June 23, 2010

Welcome to Conversations with Corey

Here is the first installment in our monthly series featuring a behind-the-scenes look at the incredible people who work here. We ask four simple questions: What does branding mean to you, what does thoughtful mean to you, what’s your favorite brand and why do you work here?

Our first interview is with our multi- faceted, licorice-eating, task-master of all things, our office director Marisa Petrillo.

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June 11, 2010

Another fender bender from G.M.

When I read that the management at General Motors had sent out a memo to employees ordering them to stop using the nickname “Chevy” to refer to their flagship automobile – all in the interest of global brand consistency – I thought I might be reading The Onion instead of The New York Times. http://www.nytimes.com/2010/06/10/automobiles/10chevy.html

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June 1, 2010

A "Typefacing" Good Time

A week and a half ago, we at Corey hosted AIGA’s AFTA event at Barlow’s in South Boston for an evening of libations and a thoughtfully good time. AFTA is an agenda-free, social gathering of creative people in Boston area. Each month, a volunteer firm selects a location to host the event after work.

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May 26, 2010

Your Brand is a Verb – An Example

Andrea Naddaff is writing a series of tips targeted for small business owners for Business Week. The first tip titled, “Your Brand Is a Verb, Not a Noun” was published last week.

I was asked to write about my favorite brand that is most definitely a verb. And I selected Swatch – throw out your outdated memories of Swatch from the 80’s – the cheap plastic watch is alive – and doing well.

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