Category: Brand Engineering

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 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…


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…


Is your branding & marketing working?

by Tom CampbellBranding ROI | Toolbox Creative | Fort Collins, Colorado

When you spend money on branding, how much can you expect in return?

First things first — there’s a distinct difference between branding and marketing. David Ogilvy famously defined a brand as “the intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation and the way it’s advertised.” More recently, the definition has been expanded Read the full article…