Sales and Marketing alignment | Toolbox Creative | Brand Design | Fort Collins, Colorado

Sales and marketing alignment

It’s all about the brand

One of the things I love most about my job is how our clients let us get all up in their business and observe the inner workings of their company. As a Technology Branding firm converting tech talk into brand love, we can’t tell our client’s brand story unless we’re able to dig deep, Read the full article…

I got 99 design problems

… but spec work ain’t one

A long-time client recently told us they used a speculative crowdsourcing website for a design project. The conversation that followed was candid, revealing and inspired us to publish our thoughts on the matter. 

Ask any graphic designer, and they’ll rattle off the 99 problems they have with spec work. However, it was refreshing to hear Read the full article…

branding for innovative technology companies | Toolbox Creative | Fort Collins, Colorado

Davetech vs. Goliacorp

How Brand Engineering helps innovative technology companies take on the big guys

When it comes to branding for second-stage innovative technology companies, there typically exists a David and Goliath-type situation. Your big idea is better than the dominant players in the space. You have a highly specialized, superior solution, but you have quite a tall task in taking Read the full article…

why do engineers hate marketing?

Why do engineers hate marketers …

… when all we really want is to be loved?

It’s true. Most brand consultants and marketers are classic creative types — and a core need of the creative type is to be loved. Engineers, on the other hand, are trained to look for what’s wrong and validate work empirically. On the surface, engineers and creatives seem like polar opposites, Read the full article…

Toolbox Creative Naming

Make a name for yourself

9 tips for coming up with a name that doesn’t suck

What’s in a name? That’s a complicated question. Would a well-loved brand by any other name not be as sweet? Some very successful brands are built atop boring, bad or poorly-thought-out names — suggesting that a name is not everything. It’s not. However, a name does serve as the verbal and visual Read the full article…