Category: Brand Engineering

Longmont Startup Week 2017

by Tom CampbellBuyer Journey. Toolbox Creative, Fort Collins, Colorado, Tech branding

Helloooo Longmont! Thanks for hanging with us today, and thanks in advance for the delicious beer.

View our full presentation here. Additionally, here are the handy brand assessment tools we mentioned. Read on and ponder, download the buyer persona and buyer journey worksheetdownload the positioning worksheet and get crackin’.

Small Business Buyer Persona Read the full article…


The sales and marketing integration roadmap

by Tom CampbellBuyer Journey. Toolbox Creative, Fort Collins, Colorado, Tech branding

Mapping the buyer journey

{Part 1 of 2}

For innovative technology companies to reach the pure nirvana of sales and marketing alignment, you should first conduct a full and honest brand assessment. You can’t get where you’re going until you know where you stand — and the brand assessment process documents where your brand stands currently and starts to map out where Read the full article…


The best way to find a marketing agency

by Tom CampbellWhat's the best way to find a marketing agency?

Agency interviews: The most efficient way to find a creative partner

{Part 2 of 2}

In part 1, the RFP is DOA, I laid out my case against the longstanding method used to find a creative agency. In this article, I’ll cover the best way to find a creative agency, the agency interview. It’s as simple as the name suggests: find some Read the full article…


Debranding

by Tom CampbellDebranding. Really, that's what we're talking about?

Huh, so that’s a thing?

I love words: old ones, fancy ones, new ones, British-sounding ones like firmament and whilst. I hate only a handful of words: resiliency, o’er, optics and some more I won’t mention. Good, bad or fugly—I always enjoy learning a new word.

Recently, while visiting a Denver-area location of our favorite local burrito joint, a curious new word caught my Read the full article…


The RFP is DOA

by Tom CampbellHow to find a marketing agency

But save your tears, there’s a better way to find a creative partner

{Part 1 of 2}

Throughout my 25 years in the design and branding business I’ve seen my share of requests for proposal: the good, the bad and the ugly. We’ve played the game; won some, lost some and ignored others. Win or lose, it’s always felt like a Read the full article…


Sales and marketing alignment

by Tom CampbellSales and Marketing alignment | Toolbox Creative | Brand Design | Fort Collins, Colorado

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

by Tom Campbell

… 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…


Davetech vs. Goliacorp

by Tom Campbellbranding for innovative technology companies | Toolbox Creative | Fort Collins, Colorado

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 marketers …

by Tom Campbellwhy do engineers hate marketing?

… 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…


Make a name for yourself

by Tom CampbellToolbox Creative Naming

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…