Brand Communication Tool: Treasury of Knowledge℠

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When a business is looking for clients, it’s important that they have the right look, feel and tools to properly display their competitive advantage. This can be difficult for companies that have been in business for a long time; they can start to look dated and behind modern times. This was an obstacle faced by MRCE until we rebranded them and provided them with a powerful, new brand identity.

MRCE is a cutting-edge geotechnical engineering firm specializing in building foundations. Having been in business for over 100 years, MRCE came to BrandTuitive to update their look while still maintaining the reputation the company has built over the years. We were hired to modernize their name, logo, tagline and website to reflect the masterful, technologically advanced geotechnical engineering firm that they are.

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At BrandTuitive, we say that we don’t create brands, we reveal them. More importantly, we become so invested with the brand that we recognize powerful marketing tools that give our clients a competitive advantage beyond the initial scope of the project.

Being in business over 100 years, MRCE has access to information that no other firm has. They have technologically advanced in-house laboratories, historic geological maps that show in-depth site history, and they’ve acquired subsurface material from almost every block in Manhattan. Through the brand reveal, we also recognized that the abundance of information that MRCE had acquired over the years could be adapted into a powerful marketing tool. Their masterful knowledge and unique skills allowed us to coin a phrase that succinctly communicates their competitive advantage: The Treasury of Knowledge℠.

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The Treasury of Knowledge℠ is not only a collection of all of the information that MRCE has acquired over the years, but it is also how they apply that information. MRCE hires the best and brightest minds who, using their collection of tools and information, deliver masterful solutions to their customers’ complex engineering challenges. This is an invaluable marketing tool for MRCE as clients are made aware of the fact that they will only get this impeccable service and abundance of experience with MRCE. The Treasury of Knowledge℠ powerfully communicates to existing and future customers that MRCE is a masterful geotechnical engineering firm that has the tools and resources to deliver what no other geotechnical engineering firm can.   

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Companies should look at how they position themselves in the market and what tools they have at their disposal. In a competitive industry, it is a business’s responsibility to set themselves apart from competitors and communicate their expertise. Knowing what they can do, how to take advantage of their skills and how to relay them to their audience can give a company a powerful marketing advantage and differentiate one company from the rest. 

Campaigns We Love: StreetEasy's "Find Your Place"

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If you’ve ever gone apartment hunting, especially in New York City, you know how hard it can be to find just the right place. Everyone has a list of criteria in their mind for what they want in the perfect apartment whether it’s an elevator in the building, a picturesque view or a location within walking distance from work. Searching for a future home can be an emotional task, especially when nothing seems to fit what you’re looking for.  

A recent ad campaign by StreetEasy, a real estate online marketplace local to NYC, delivers on BrandTuitive’s key idea of the Movie in the Mind. With detailed illustrations and clever copy, the ads are able to tap into the emotions of its target audience: New Yorkers in search of an apartment that fits their wants and needs. Here is why we see this as an example of successful and impactful advertising.

The campaign juxtaposes map-like drawings of New York City with relatable copy to appeal to its target consumers. Aptly named the “Find Your Place” campaign, the ads invite their audience to do just that: find an apartment in their sweet spot in the city. The campaign depicts the search for the ideal apartment through Venn diagrams laid over illustrations of NYC streets, showcasing the genuine considerations that go into finding the perfect place for each person. Through its relatable copy and realistic drawings, the advertisements meet the Movie in the Mind of real New Yorkers, allowing them to picture themselves in their ideal location.

It is clear that StreetEasy understands its audience and their emotions. By including realistic drawings of the city, the campaign accurately depicts the areas that New Yorkers know down to the block, the places where they live and work every day. The copy also speaks directly to the Movie in the Mind of its viewers by showing the real considerations they have while apartment hunting, such as being close to the subway while being far enough that the walls don’t shake. While the captions are funny and can even seem silly, they include aspects that have real importance to apartment hunters. In this way, the campaign shows how personal and special the search for a future apartment should be.

What sets this campaign apart is how it effectively speaks to its viewers and appeals to their emotions, relating to them on a real level. By combining clever copy with precise drawings, StreetEasy is able to communicate the personalized nature of its platform while truly understanding what its target audience desires. 

 

Grammar Matters: I vs. Me

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As a branding and marketing agency, we stress every detail that goes into our work including using proper grammar.

Correct grammar not only defines your work, but it also defines you as an individual. Just like a company has a brand, you have a brand; and you want to be viewed as sophisticated and credible. Grammar plays a significant role in marketing yourself as a polished and trustworthy brand. In this blog, we will address the commonly made grammatical mistakes regarding the pronouns “I” and “me.”

Issue: I vs. Me

People often write in the same way that they speak, and they commonly use “I” and “me” incorrectly. Many people have a difficult time deciding which pronoun to use in sentences referring to multiple individuals.

The rules:

  1. “I” is the subject of a sentence.          

  2. “Me” is the object of a sentence.

  3. You should always be mentioned last on the list.

Incorrect Examples:

1. “Me and Lily are going out for dinner tonight.”  

In this sentence, you are going to dinner with her; therefore, you are the subject. No one is taking an action upon you. Also, the pronoun referring to you should be placed last, after anyone else on the list.  

The corrected version of this sentence would be, “Lily and I are going out for dinner tonight.”

2. “Nancy took Wesley and I to the amusement park.”

In this example, you are the object. Nancy is the subject who is taking you to the park and applying an action on you. “I” is the subject of a sentence, while “me” is the object. Although this seems like such a simple rule, many people tend to overlook it.

The corrected version of this sentence would be, “Nancy took Wesley and me to the amusement park.”

Correct Examples:

  1. Joyce and I had an amazing time yesterday.

  2. Our grandmother knitted Nina and me a beautiful scarf.

  3. After a hectic morning, my colleague, Lucy, and I took a coffee break.

Quick Tip:  

Try taking away all of the other people in the sentence and interchange “I” and “me” to see if the sentence makes sense. The sentence, “Peter and I went to the library,” would be right, because even without Peter, “I went to the library,” is grammatically correct, while “Me went to the library,” is not. 

Grammar is the foundation to writing exceptional copy. Even if you’re not a professional copywriter, author or editor, proper grammar will make you and your work so much more credible.

NYC Agency BrandTuitive Rebrands Nonprofit Episcopal Relief & Development

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September 2018 — Branding and marketing agency BrandTuitive today announced the rebranding of Episcopal Relief & Development, the international organization that provides relief after disasters and ongoing development work for those struggling with hunger, poverty, disaster and disease. With the rebrand, Episcopal Relief & Development showcases their focus on three signature priorities: Women, Children and Climate. BrandTuitive worked with the nonprofit to craft uncomplicated messaging to clearly explain the highly effective work they do that can be quite complex in its execution.

The new logo BrandTuitive created is deceptively simple. It’s a two-toned mark that gives dimension and depth to the cross image, subtly reflecting the depth of Episcopal Relief & Development’s life-changing work. “I am excited about the fresh look,” said Rob Radtke, President & CEO for Episcopal Relief & Development. “It is bold, forward-looking and energetic.”

The tagline, Working Together for Lasting Change, communicates how their integrated strategies are developed in collaboration with church partners and other local organizations to help ensure results that are sustainable over the long term.

BrandTuitive was also engaged to provide brand marketing for the launch including writing and designing an updated website, promotional brochure, direct mail piece and business stationery. “The organization impacts the lives of over 3 million people annually,” said Jeanine Debar, president at BrandTuitive. “One of the objectives of this rebrand is to communicate more effectively with various audiences including donors, granting organizations and key constituencies and to encourage their deeper engagement so that Episcopal Relief & Development can help even more people in the years to come.”

BrandTuitive Renames Fast-growing ZenCash to Reflect Its Commitment to Responsible Privacy™

 August 2018 – BrandTuitive, NYC-based branding agency, has renamed fast-rising cryptocurrency ZenCash to  Horizen . Horizen is a one-year-old blockchain project that stands apart from others in its commitment to protecting the privacy of its users. The new name reflects the organization's visionary approach and its drive to fulfill the promises in its roadmap. The unique spelling of Horizen gives a nod to its Zen legacy, adored by its passionate community.

August 2018 – BrandTuitive, NYC-based branding agency, has renamed fast-rising cryptocurrency ZenCash to Horizen. Horizen is a one-year-old blockchain project that stands apart from others in its commitment to protecting the privacy of its users. The new name reflects the organization's visionary approach and its drive to fulfill the promises in its roadmap. The unique spelling of Horizen gives a nod to its Zen legacy, adored by its passionate community.

 The white paper that originated this project outlines a foundation of privacy, not for harmful purposes, but to give a choice of privacy in various activities such as financial transactions, chatting, web access and much more to come. Horizen CEO, Rob Viglione, feels that "Privacy is freedom. In a digital environment where people are increasingly skeptical, Horizen will give them control of their digital footprint." Horizen is much more than just a cryptocurrency but also a platform on which endless applications can be built.  Through its proprietary research process, BrandTuitive revealed the immense respect constituents hold for the Horizen team. They are known as a highly professional group that's building a sound roadmap and honoring promised milestones. Additionally, their transparency has created trust in the project in an industry that has received considerable press coverage for being questionable. "Rob and the team's dedication and long-term vision to use this technology for the good of people around the globe instantly endeared us to this brand project," said Jeanine Debar, president at BrandTuitive. "We knew from our first meeting that there was something special going on there."  In addition to renaming, BrandTuitive developed the brand positioning and messaging platform for Horizen communicating their vision to harness technology to give a voice to those who would otherwise be silenced. A new tagline,  Bringing privacy to life , was launched with the new name and positioning.

The white paper that originated this project outlines a foundation of privacy, not for harmful purposes, but to give a choice of privacy in various activities such as financial transactions, chatting, web access and much more to come. Horizen CEO, Rob Viglione, feels that "Privacy is freedom. In a digital environment where people are increasingly skeptical, Horizen will give them control of their digital footprint." Horizen is much more than just a cryptocurrency but also a platform on which endless applications can be built.

Through its proprietary research process, BrandTuitive revealed the immense respect constituents hold for the Horizen team. They are known as a highly professional group that's building a sound roadmap and honoring promised milestones. Additionally, their transparency has created trust in the project in an industry that has received considerable press coverage for being questionable. "Rob and the team's dedication and long-term vision to use this technology for the good of people around the globe instantly endeared us to this brand project," said Jeanine Debar, president at BrandTuitive. "We knew from our first meeting that there was something special going on there."

In addition to renaming, BrandTuitive developed the brand positioning and messaging platform for Horizen communicating their vision to harness technology to give a voice to those who would otherwise be silenced. A new tagline, Bringing privacy to life, was launched with the new name and positioning.