Phillip Davis

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Here's how to align your brand messaging for clarity, consistency and authenticity.

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Choosing the right name for a new product is a critical task for any company, as it can significantly impact its success in the market. To ensure they make an informed decision in today’s competitive landscape, companies employ various strategies to test potential product names before making a final choice.  Finding the best option for naming a new product requires a systematic approach and thoughtful evaluation of many different factors. Below, 19 Forbes Agency Council members explore effective ways to test names for a new product, looking at the key aspects companies should consider to determine which name will resonate best with their target audience, align with their brand identity and, most importantly, sell.

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One of the most important parts of writing solid, effective copy is the self-editing process. Refining a good piece of writing can elevate it, turning it into a great piece of content that not only achieves its original intention but can also be repurposed across many types of media for digital marketing, sales and other purposes.  Seasoned pros in the agency world often develop favorite tricks for removing fluff to tighten, shape and massage marketing and sales copy down to only the most essential, compelling and actionable language. Here, 15 members of Forbes Agency Council each share their own top tip for ensuring they create the highest quality, most effective written copy possible with the least amount of fluff.

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Successful branding involves a good deal of testing and iterating. However, once audiences are aware that it exists and are considering its products or services, too much variation in a brand’s overall look, feel and story can ruin a good thing. Ensuring brand consistency seems easy enough, but marketers sometimes inadvertently create dissonance among the many elements that make up a brand. Here, members of Forbes Agency Council share the biggest mistakes and lapses in oversight they’ve seen brands make that ruined their consistency and the resulting negative impacts. Read on to learn from the missteps of others and ensure that your branding remains consistent across the board.

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How does a business build a reputation that lasts?

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Summer is a time when most agencies don't get a lot of jobs. Many clients see the summer months as a downtime. With all the kids on summer break and the local population out on vacation somewhere, it becomes less of a priority to advertise. Several agencies have significant shortfalls during the summer months because of the fewer jobs coming in. Surviving the summer can be difficult, but if they plan correctly, they can survive and even come through more profitable at the end of the slower months. But how does an agency turn something like the summer slump around? To help, 12 associates of Forbes Agency Council share their best tips below.