The Beacon: Strategy and Research

Brand Development, Insights, Strategy and Research

3 Essentials to Branding Your Values

Brand values need to be aligned with customer values before a brand can be in their consideration. This is called values-based marketing.

Insights, Strategy and Research

ABCs of Creating a Strategic Marketing Communications Plan

Developing a strategic marketing communications plan is paramount for any brand. Here's how to get started!

Insights, Strategy and Research

Which Marketing Metric Is More Effective — ROO or ROI?

When attempting to justify brand storytelling, it's important to frame the conversation around ROO instead of ROI. Here's why!

Public Relations, Strategy and Research

Top 2019 Public Relations Trends & Predictions

Looking ahead to the exciting year to come, here are a few of our predictions for 2019 public relations trends.

Social Media Marketing, Strategy and Research

Creating Reporting that Resonates with Social Media Clients

But when it comes to social media reporting, not all reports are created equal. In the last two years, I’ve

Creative, Strategy and Research

Brands & Cultural Sensitivity

Ads Under Fire Last year, Dove released ads featuring women of different origins removing their shirts to reveal a new

Content Marketing, Creative, Digital Marketing, Social Media Marketing, Strategy and Research

How to Plan an Integrated Marketing Campaign

We see certain consumer behaviors today that further emphasize the need for integrated campaigns. For example, when consumers are exposed

Media Placement, Strategy and Research

Media Planning and Budgeting 101 (Show Me the Money!)

Just like buying a house in the example above, there are a lot of questions you need to answer before

Strategy and Research

Focus Groups: The Perfect Addition to your Research Tool Box

Focus groups can be a great way to learn about a target demographic or potentially discover that who you thought

Strategy and Research

Women Buy All the Things

Globally, women control about $20 trillion in consumer spending, with $7 trillion spent by women in the U.S. alone. That’s