Blogging the Dream

Holland-Mark is a marketing services firm focused on making brands “imperative.”

We believe that consumer and business-to-business buying habits have changed permanently in the aftermath of the Great Recession. Where people once bought what was “interesting,” today they buy only what is “imperative;” what they truly feel they need or expect a return on investment from.

While advertising can make products “interesting,” marketing communications alone cannot make a brand “imperative.” Imperative brands have four attributes in common…

For those of you new to this blog, Holland-Mark’s branding approach is based on the observation that people have a tendency to boil things down to One Simple Thing™. We all do it, it’s part of our genetic code and an important adaptation to a world overrun by complexity. We do this for brands (Coke…