Resources
A (Truly) Data-Driven Customer Experience
Businesses spend billions of dollars each year on surveys, customer service staff, and customer rewards programs to attract, understand, and retain customers. In today’s digital world, improving the customer experience is an ever-increasingly data-driven process that’s generating real results for brands, big and small. Customer Experience Analytics: What It Is and How It Works Customer…
Why Consistent Branding Is Important (And How to Stay on Track)
Establishing and maintaining brand consistency is no mean feat. Digital marketers work across dozens of channels and platforms, often in divided, asynchronous teams, making it all too easy to sacrifice consistency for convenience. But we all know that consistent branding is worth the work, and it’s easier than you think with the right systems in…
Marketing During an Election: Pitfalls and Priorities
Politics and marketing have a curious and often fraught history. Political campaigns are the ultimate marketing effort. Election committees use the same tactics, data and marketing channels as any other public or private brand. During the intense final months of the 2024 presidential election, the digital landscape may be more divisive, emotional and crowded than…
What Is Brand Photography (and Why Do I Need It)?
A picture says a thousand words, and when it’s an image of your brand, it needs to say it all. Brand photography, sometimes called identity photography, is important to establish and maintain brand identity. Especially for busy marketers, it’s super-efficient to have an expansive and diverse library of current, high-quality brand and on-brand images to…
Get Cooking with Ingredient Branding (Not Actually About Cuisine)
There are two laptops on sale. They’re almost identical, save one white and blue sticker on the model that costs just a few dollars more. That sticker says “Intel Inside.” For many consumers, that simple promise is worth splashing a little extra cash. And that’s ingredient branding. Even if you don’t sell electronics, branded ingredients…
Branding in Healthcare Marketing
Healthcare organizations operate in a competitive marketplace where they’re marketing deeply personal and often high-stakes services. This combination of factors alone makes healthcare branding and marketing difficult, yet so important. Healthcare entities can no longer rely only on their physicians’ reputations and their geographic proximity. They must build a brand that’s trusted and familiar –…
Tilley Distribution’s Merger & Acquisition Rebranding
If you aren’t moving forward, you’re moving backward. In the wake of record-breaking M&A activity, brands are looking for ways to integrate diverse teams and create a new identity. Merger & acquisition rebranding demands introspection, deliberation and collaboration. Oneupweb has helped several clients navigate rebrands before, but our work with Tilley Distribution illustrates how to…
Pride Marketing Chat
Oneupweb is definitely considered an LGBTQIA+ friendly agency. In the past, we’ve donated to the Up North Pride foundation in Traverse City. Our insurance benefits cover domestic partnerships as well as marriages. We make space for everyone in our office, and at our table. This year, we sat down with two of our LGBTQIA+ colleagues…
What Is Brand Hierarchy?
Brand hierarchy describes how a company organizes its specific brands to best represent its services and meet the needs of its customers. Establishing a clear brand hierarchy can improve marketing performance, brand trust and authority, and each brand’s communication with its customers. Effective brand hierarchy is built on a strong strategic foundation. Grab your hammer….