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13.03.2012/ Posted in Articles, Branding

The 3 Biggest Branding and Marketing Mistakes Nonprofits Make

In January 2012, the University of Texas School of Law’s 29th Annual Nonprofits Institute asked FrogDog CEO Leslie Farnsworth to speak on branding and marketing for nonprofit organizations. To prepare for her presentation, FrogDog conducted informal, anecdotal research to determine what organizations are doing in branding and marketing that is most damaging to their causes. […] […] READ ARTICLE

10.01.2012/ Posted in Articles, Branding

When Not to Invest in Branding

Branding isn’t an overnight achievement. It’s a long-term investment that—let’s be honest—doesn’t immediately result in sales. (What do we mean by branding? Read our series of articles on branding for critical background here.) For many companies, branding is critical for success. In these cases, companies must ensure that their marketing mixes include essential branding elements […] […] READ ARTICLE

18.07.2011/ Posted in Articles, Branding

The Value of a Strong Brand

Note: This is the final article in a series on brand strategy from FrogDog. To begin from the beginning, click here. If you’ve been reading our branding series up to this point, you probably have the general idea about how to create a brand and how to use it once you’ve created it. (If you […] […] READ ARTICLE

26.05.2011/ Posted in Articles, Branding, Strategy

How to Develop a Brand Strategy

Note: This is the fourth article in a series on brand strategy from FrogDog. To begin from the beginning, click here. Once a company has determined what its brand promise is and what its brand values and attributes are, the work isn’t done. (To figure out how to figure them out, click here.) It still […] […] READ ARTICLE

28.04.2011/ Posted in Articles, Branding

Using Brands to Make Business Decisions

Note: This is the third article in a series on brand strategy from FrogDog. To begin from the beginning, click here. Brand promises, values, and attributes are the lenses through which solid organizations view their world. In other words, they use their brand promises to determine what products and services they offer and how they […] […] READ ARTICLE

18.02.2011/ Posted in Articles, Branding

How to Develop a Brand Promise

Note: This is the second article in a series on brand strategy from FrogDog. To read the first article, click here. So a company’s brand is a promise—it’s what the company promises to the people who interact with it. And companies that deliver on their brand promises create real brand value. Then how does a […] […] READ ARTICLE

10.01.2011/ Posted in Articles, Branding

Brands are Promises

A brand is more than a mark: A logo, icon, or company name in a fancy font. As pretty as that mark may look, it isn’t the “brand” in the true sense—and it certainly isn’t what makes the brand valuable. Rather, a company’s brand is a promise. And successful brands deliver on their promises. It’s […] […] READ ARTICLE