B2C

The Brand of No Brand

The Brand of No Brand

A brand is more than marketing or empty promises and these case studies show that it really is impossible to have a product without a brand of some kind.read more
What business are you in?

What business are you in?

What business are you in? I have found this question poses a challenge in almost every engagement, surprising participants. It wakes people up as they realize that they cannot answer or cannot agree on the answer. "If we cannot agree on who we are or what business we are in, how is anyone on the outside going to understand or guess right?"read more
Are you in good company?

Are you in good company?

Whether music or luxury goods, it’s crucial to be in good company or the company you are hoping to attract. Your product will be perceived only as good as the company it keeps, for better or worse.read more
Tronvig Group Brand Pyramid

Tronvig Group Brand Pyramid

We are developing a Brand Pyramid download that will walk you through the process and pose the questions for your organization, your company or your product. It will walk through how you can use these questions to expose strategic weaknesses and fix them.read more
The Beef Brand

The Beef Brand

Beef has come to be interpreted not just as meat from a cow but rather as the more generic and simplified meat; "If he does not eat beef, he must be a vegetarian." These two brands are differentiated enough and simple enough to make it easy to move between them, A to B. Where does your brand fall on this scheme?read more
Choosing When You've Too Many Choices

Choosing When You've Too Many Choices

How does a consumer choose when there are too many choices? Here's my experience shopping for skin care products in Korea.read more
What is the downside of free?

What is the downside of free?

If you are a free institution you have both a blessing and a curse. The blessing part is easy to understand—less barrier to entry. The benefits are many. Let’s look though at the curse.read more
If you satisfy your customers you fail.

If you satisfy your customers you fail.

If you satisfy your customers you fail, because in order to succeed you must deeply satisfy the customer for whom your product is most naturally suited.read more
What is your story?

What is your story?

I’ve never felt moved to support an institution like American Ballet Theatre, even at a level as basic as buying a ticket to a show. But once I heard this story and saw the face of one person in the company, it made me think that I must go.read more
Price and Pleasure

Price and Pleasure

Does it feel better to pay a lot for something? If we pay a lot for something we need it to be good.read more
Visual Brand and 360 Brand: What's the difference?

Visual Brand and 360 Brand: What's the difference?

What is the difference between a visual brand and a true 360 brand? How do you get your organization to think beyond just the visual brand?read more
Empathy in Advertising (and the Need for Differentiation)

Empathy in Advertising (and the Need for Differentiation)

Empathy in advertising is essential but its expression should not be reduced to a formula. Think of it as a baseline requirement, but differentiation is even more important.read more
Nonprofit Marketing Return on Investment

Nonprofit Marketing Return on Investment

Return on investment in a brand initiative is very important. Measuring the results of any initiative and doing proper goal-setting for a project is an essential part of good governance, of good strategic behavior. But how do you measure the return when you are not really selling widgets?read more
Zoo Brands, Conservation and the Future of Zoos

Zoo Brands, Conservation and the Future of Zoos

I asked my 11-year-old son if he thought zoos were good or bad. His answer was immediate and unequivocal: "Bad," he said, "I don't like the idea of animals being held in cages." If there is another side to this story, and there is, zoos need to get busy telling it.read more
Branding and Sales: a Bank Brand Story

Branding and Sales: a Bank Brand Story

What happens when you attempt to take over a brand space that is already occupied by a strong competitor?read more
College Brands (Can colleges save millions by having better brands?)

College Brands (Can colleges save millions by having better brands?)

How strong is the average college brand? How well are America's liberal arts colleges able to meaningfully differentiate themselves from each other?read more
Brand Power and Its Limits

Brand Power and Its Limits

"Products are made in the factory, but brands are created in the mind." —Walter Landorread more
"Competitors are stealing my ideas."

"Competitors are stealing my ideas."

"All strategies aimed at exploiting an innovation, must achieve leadership within a given environment. Otherwise, they will simply create an opportunity for the competition."read more
Brand Strategy Basics

Brand Strategy Basics

Brand strategy gives McDonald's a 27 billion dollar advantage over Burger King. It's important that you understand how this happened, and how it applies to your organization.read more
The Difference Between Sales and Marketing

The Difference Between Sales and Marketing

Sales has the power to change conditions, to transform a situation through the skills of the sales person. Marketing however, generally does not possess such transformative power. Marketing needs to work with conditions as they are.read more
What is the brand of New York? (Historic House Museums)

What is the brand of New York? (Historic House Museums)

We don't always think of cities as having brands, but they certainly do. While some cultural institutions are actually strong enough to be active builders of the brands of their fair city, most are not, and most historic house museums are certainly not in such a position. But each institution's history and meaning in relationship with the existing brand of its city is a factor in its success.read more
You need a target: What makes a marketing plan strategic?

You need a target: What makes a marketing plan strategic?

Finding out what you need to know in order to have a proper marketing strategy is not easy or cheap, but I can pretty much guarantee that what's far more costly is executing a marketing plan without a strategy to guide it.read more
Museums and Race

Museums and Race

Does thinking about race make you racist? No. Does not thinking about race make you racist? Unfortunately sometimes yes. These are uncomfortable issues and hard to look squarely in the eye, but they are standing right in front of you. Time to say hello.read more
Your Brand Idea: Who but Horton can hear it?

Your Brand Idea: Who but Horton can hear it?

If your Brand Idea is succinct, meaningful and consistently and coherently expressed, it will be able to break free. It will be hearable outside of your brand bubble, outside of Whoville.read more
Marketing and Desire: What can we learn from Buddhists?

Marketing and Desire: What can we learn from Buddhists?

The cessation of desire leads to the cessation of suffering. —Gautama Buddha (paraphrased). The implication of this, the second of the Four Noble Truths, is that the enlightened are generally not good marketing targets. Fortunately for most marketers this is a very small group.read more
What is marketing strategy?

What is marketing strategy?

Marketing strategy allows you to use pathways and footholds that apply your limited marketing budget more effectively (everyone's marketing budget is limited). Marketing strategy facilitates your ability to apply marketing money to the correct half of the Wanamaker equation—the half you are not wasting on audiences who do not value your message.read more
Custom Web Experience: Vineyard Theatre

Custom Web Experience: Vineyard Theatre

The Vineyard Theatre is a wonderful nonprofit theatre that produces three new shows every year. One of America's preeminent places for the creation of new plays and musicals, the Vineyard has produced an astounding array of notable and award-winning works by both new and well established playwrights.read more
What if museums were run like successful companies?

What if museums were run like successful companies?

If you are not marketing and innovating, you will be eliminated from the market place. In business this happens all the time. More than 80% of the Fortune 500 companies from 1955 no longer exist. Maybe this sounds like an entirely different world from yours. I'd suggest that it is not.read more
Grant's Interest Rate Observer

Grant's Interest Rate Observer

Grant’s Interest Rate Observer, the financial publication best known for blending ancient and modern ideas, today unveils a thoroughly 21st century website designed by Tronvig Group.read more
Marketing is Not Optional

Marketing is Not Optional

"There are only two things in a business that make money – innovation and marketing, everything else is cost." —Peter Druckerread more
Tell them the truth.

Tell them the truth.

"Tell them the truth. First, because it is the right thing to do, and second, they'll find out anyway." —Paul Galvin. Ahh the truth. That thing to be finessed if you want to succeed in marketing ... NOT.read more
Consumer Insight: Singles (Family Life Cycle for Museums)

Consumer Insight: Singles (Family Life Cycle for Museums)

Singles, age 18-35, are a very large and growing population, particularly in metropolitan areas, even relatively small ones. This makes them a very desirable consumer target. They are also important because the habits formed during one's single life are tenacious and strong.read more
The Harwood Institute for Public Innovation

The Harwood Institute for Public Innovation

Is your organization searching for ways to engage the local community and do so effectively? Meet the experts: The Harwood Institute.read more
Customer Personas: What Sally Can Show You

Customer Personas: What Sally Can Show You

A persona is a kind of mental model—an imaginary person with a name, history and story who has a way of doing things. A persona should have enough psychological detail to allow you to conveniently step over to the persona's view, and see your products and services from her perspective.read more
The Science and Art of Marketing

The Science and Art of Marketing

As marketers we must never be in a position where we are just throwing shit up on the wall to see what sticks. We should be applying our creativity and artistry in execution of a strategic hypothesis that is based on research and genuine insight.read more
Your Name is Your Biggest Brand Asset

Your Name is Your Biggest Brand Asset

Is it better to have a unique name like Kinko's or a more descriptive one like Staples? Is it better to have a name that's actually a person's name like Lowe's or something that really clues you in to the core business promise is such as Home Depot? International Business Machines or just a feel good symbol like Apple? There is danger and reward everywhere.read more
Can You Hear Me? Consistency and a Hearable Message

Can You Hear Me? Consistency and a Hearable Message

I came upon the Jerry Seinfeld "Don't break the chain." reference twice in two days this week. If you have not heard it, it's a recollection from Brad Isaac of some useful and practical advice he was given by a then up-and-coming Jerry Seinfeld.read more
Consumer Insight: Find Your Trim Tab

Consumer Insight: Find Your Trim Tab

What can you do that will be effective at getting the word out, but will not break the bank? Is there a relatively inexpensive tactical shift can you make right now that will yield significant long term results? The answer is yes. It's just a matter of finding it. It will not be obvious or easy.read more
Home Grown Books

Home Grown Books

Home Grown Books has created a wonderful series of early readers that don't insult the intelligence of kids as they are just starting to learn to read.read more
The Work of Hope Microsite

The Work of Hope Microsite

Rich Harwood published the Work of Hope. Tronvig Group designed the book and created this microsite for it as part of the larget branding and marketing work that we are doing for the Harwood Institute of Public Innovation.read more
Call me trim tab.

Call me trim tab.

So what do you call this thing that does NOT take massive effort, but has the potential for great positive effect far beyond its seeming capacity? I think one very good answer to this question was was provided in 1972 by Buckminster Fuller when he said the following in an interview ...read more
Museum Marketing for Non-Marketers

Museum Marketing for Non-Marketers

Marketing is a big term. What is it in the context of a public-facing institution like a museum? What is it when you do not have a large or consistent marketing budget or even a dedicated marketing department?read more
The Difference Between Marketing and Branding

The Difference Between Marketing and Branding

What is the difference between marketing and branding? In a recent conversation with a very senior person at a financial institution my colleague was told, "I think private wealth managers will have a hard time seeing the value of branding—they see marketing as a cost center, not a driver of sales." Hold it. How did we go from branding to marketing in one sentence like that?read more
Creating a Unique Brand for Wealth Management Firms

Creating a Unique Brand for Wealth Management Firms

One of the biggest marketing and sales challenges wealth management firms face is differentiating their offering in a crowded field. Here's an explanation of how a strong brand can move your firm past competing on price.read more
Open House New York Website

Open House New York Website

The result of this design effort, done in collaboration with their Paul Lombardi, is a sprawling, image-driven website that showcases the rich architectural treasure trove that is New York City.read more
Value of Truth in Photography

Value of Truth in Photography

“Photography, as a powerful medium of expression and communications, offers an infinite variety of perception, interpretation and execution.” (Ansel Adams) Our initial reaction to photographic images often leans towards belief or trust that the picture tells a true, unbiased story. By following these gut reactions, we are often led by the hand toward manipulation by advertisers, marketers, and product designers. But if we aren’t going to get the thing that we are shown, why even bother?read more
The $5,000 Website

The $5,000 Website

There is no such thing as a branded $5,000 website. There certainly exist many people who will design and build a business or even a nonprofit website for $5,000 or even less for that matter, but in doing this, they are inevitably leaving aside much of the essential stuff that makes a website effective.read more
Addressing Objections: Web Conversion

Addressing Objections: Web Conversion

Objections are always there. Dealing with them is basic to the sales process.read more
Translation for Websites

Translation for Websites

In my halcyon days as a translator of Japanese, I once read that "even good translations are like tapestries viewed from the back." I thought this apt because it was damn hard to do a good translation, and even the good ones were really reconstitutions of the same content in a new skin. There was nothing really direct about them.read more
New-York Historical Society Digital Newsstand Ad

New-York Historical Society Digital Newsstand Ad

This New-York Historical Society digital newsstand ad for their Times Square Photo Contest successfully collected over 1,200 public submissions.read more
Brand Truth

Brand Truth

Our statement about brand truth—”We prefer truth. It gets you farther faster and holds tremendous power.“—was recently criticized on Twitter for being “grand and presumptuous.” My first reaction to this criticism was humor: “We just like it better than the alternative, and it’s a lot easier to keep track …”read more
Life and Pecans: Why Truth Matters

Life and Pecans: Why Truth Matters

Last weekend I was reading the Sunday Times and snacking. I was looking at the paper and not my food, which was pecans from a glass jar. As I arrived at the bottom of the jar, I looked down and noticed little cobwebs all around the edges of the glass. Most of the remaining pecans had clearly been munched on already, and not by me.read more
You’ve got 30 seconds.

You’ve got 30 seconds.

"If your single most persuasive idea takes more than one sentence to explain, it probably isn't single. Or persuasive." —Lee Clow's Beard from Twitter, January 14th 2010. This is a bit of an exaggeration, but I make a habit of telling my clients that they only have thirty seconds to convey their keynote brand message. And we work very hard to achieve this so that the website (and most of the time we are having this discussion in the context of a website) communicates its essential truths immediately and with word and visual expression.read more
425 Fifth Avenue "Make Manhattan Yours."

425 Fifth Avenue "Make Manhattan Yours."

"Make Manhattan Yours." Small space real estate ad for New York Private Realty Group.read more
Huelsta/Rolf Benz

Huelsta/Rolf Benz

Hülsta and Rolf Benz are German-made high-end furniture and home/office product manufacturers. Tronvig Group did ads such as this one for them in 2008.read more
Dassault Falcon

Dassault Falcon

This was a multi-page co-op advertisement coordinating with all of Dassault Falcon's subsidiary manufacturers. Pictured is the opening spread.read more
West 43rd Street

West 43rd Street

Full-page spread real estate advertisement for West 43 condominium project. Photography by Dave Diesing.read more
Dassault Falcon ad

Dassault Falcon ad

A series of ads done in conjunction with the launch of the Dassault Falcon 7X in 2007. The tag line is "Suddenly the sky is made of silk."read more
Gem Collection

Gem Collection

A real estate advertising campaign that successfully reintroduced three premier properties that were "East of SoHo—West of the Moon."read more
Being Magazine

Being Magazine

This magazine was published by Jockey in 2004 and 2005. Creative and production on this project were done in conjunction with Mixed Business Inc, under the inimitable creative direction of Marc Balet.read more
Pantone

Pantone

These ads were done back in 2000 for Pantone as they were first expanding into fashion and home.read more