always on our minds

Sun, sand and kids who love to learn

March 12, 2015 By: Renee Bolz

When we first started working with The Bishop’s School in La Jolla, CA several years ago, we were struck by

When we first started working with The Bishop’s School in La Jolla, CA several years ago, we were struck by how unique the place really is. Bishop’s is an independent school for 6th-12th graders with a really rigorous academic program, and a student body filled with kids who are truly passionate about learning. There are athletes being recruited by Ivy League colleges, middle schoolers inspiring the school to create specialized programs, and 14-year olds establishing non-profit organizations. It’s amazing to hear about what these kids are doing! But one of the things that makes Bishop’s most special is how “normal” these uber-smart kids are. They’re thoughtful, curious and kind. They’re civically-minded and multi-dimensional. And they like to have fun with their friends, just like everyone else. Today Bishop’s is mailing out their acceptance letters for next fall, and they’ll be...

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It isn’t always easy to do the right thing

February 21, 2014 By: Heather Ward

It’s hard to admit when you’re wrong in a disagreement or to tell a restaurant that unfortunately they’ve under-charged you

It’s hard to admit when you’re wrong in a disagreement or to tell a restaurant that unfortunately they’ve under-charged you for your bill. But at the end of the day, you can feel pretty good about yourself. And it’s likely that the people in your life will respect you too. Brands today are expected to be more human and more transparent than they’ve ever been. And like the person who lies to your face, a brand that doesn’t live up to its promise will struggle to earn your respect.  Successful brands are no longer just telling you their stories; they’re living them. And their stories are less about what they do and how they do it—the ones who stand out most know why they do it. Their “why” serves as their mission, which clearly informs their brand values and their decisions. CVS Caremark’s decision to stop selling tobacco...

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Why Community Is Important

April 20, 2012 By: Holland-Mark Team

We started a series of posts a while back about the BostInno rebranding effort, and never quite finished them. The re-launch

We started a series of posts a while back about the BostInno rebranding effort, and never quite finished them. The re-launch was a such a huge success, everyone got kind of swept up in it, and we just kind of dropped the ball. I wanted to revisit it, not so much to talk about the process, but to share why I think BostInno matters so much to the Boston startup community and beyond. In very practical terms, BostInno is a media channel. I know Chase, Kevin and co. hope it’s a place people feel some urgency to visit, to keep in touch with what’s happening in the region we all care most about. That’s what “the view from inside” is about, and it’s what distinguishes BostInno’s point-of-view from the cold gaze of established media outsiders. On a deeper level, though, Streetwise...

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Positioning A President’s Brand, Round II: The State of the Union

February 9, 2012 By: Holland-Mark Team

(NOTE: This is the second post in a series on the role of marketing and brands in this year’s Presidential

(NOTE: This is the second post in a series on the role of marketing and brands in this year’s Presidential election. For Part I, see Positioning A President: A Marketing Case Study.) Recap: Holland-Mark’s branding approach is based on the observation that people have a tendency to boil things down to One Simple Thing™ (“OST” for short.) We do this not only for brands (Volvo = Safety,) but for movies (Rocky = Inspired,) musical artists (Elvis = Rock & Roll,) and even political candidates. If you buy that theory (and let’s face it, you really should,) it’s important to remember there’s an upper limit on the complexity and nuance of any brand positioning strategy. Put simply… If you don’t choose an OST for the market, the market chooses an OST for you. In this corner, Fairness Barack Obama worked hard to own Change in an...

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Join us for our next FutureM gig on startup marketing!

September 15, 2011 By: Heather Ward

It’s been a busy week! FutureM is in full swing, and Boston’s marketing professionals are flocking to events to learn

It’s been a busy week! FutureM is in full swing, and Boston’s marketing professionals are flocking to events to learn about and discuss the future of marketing. The schedule has been jam-packed with the most innovative marketers in the area, with speakers ranging from Hubspot to VivaKi. Don’t miss our own Mike Troiano’s presentation tomorrow, “Selling the Dogfood: Startup Marketing Before & After Product/Market Fit” from 8:30 to 10:30 am at MassChallenge, 1 Marina Park Drive, 14th floor. We’ll be there in full force and ready to welcome attendees with coffee and breakfast fare. We hope to see you all there!

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