Staying Consistent in an Inconsistent World, 11.22.2013

In today’s world, there are innumerable ways to send your brand’s message out into the world. However, it can be challenging to stay true to your brand strategy when you’re creating content for eblasts, press releases, websites and social media accounts. Here at 20K, we believe that messaging is a crucial part of your company’s larger brand strategy, along with defining your key stakeholders and objectives. Think of messaging as the written equivalent of your company’s logo. Both are bastions of your brand and should be easily recognizable to your clients, target audiences and industry. Now, you’re probably not in the habit of changing your logo for every Facebook post, press release or email you send out. Similarly, it’s important to keep your messaging consistent across all mediums.

Does your audience always know it’s you behind the megaphone?

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What’s Old is New Again, 06.07.2013

Classic brands are classic for a reason. Their products, services and ideologies have stood the test of time without relying on gimmicks or cheap tricks. However, times are changing, and even the most beloved brands have to adjust to evolving mediums and customer expectations to keep up with the Brand Joneses. When modernizing a classic brand, marketers have to toe blurred lines between convention and innovation, tradition and novelty. Modernizing a brand takes much more than creating a Facebook Business Page and Twitter account, but yet we continue to see brands digging in their heels of convention. Below are the stories of how a few well-known industry stalwarts became the little (well, actually BIG) brands that could. Rubbermaid/Pyrex

Not your mother's Tupperware.

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Fresh Look: Behind the Scenes of a Rebrand, 05.07.2013


My wonderful team has been burning a lot of midnight oil refreshing our 20K Group brand. “Fresh Air” is a more than a tagline for us. It’s become emblematic of how we like to breathe life into our work, our clients’ brands, and even our own lives. We’ve learned it’s easy for that air to stagnate—hence, our “rebrand.” We do this kind of thing for a living, so you’d think it would have been pretty easy for us. Boy, were we wrong. It’s a huge challenge agreeing on colors, a look, a feel and a tone that we believe represents where we’ve been, the culture we are today and the kind of firm we hope to be in the future. We don’t intend to change our mark every couple of years, so this rebrand needs to be modern enough to reflect current times, but also timeless to give the investment longevity. So, we started, I think, with the way our team have been engaging in conversations online, especially via Twitter and Facebook. It’s alive, lively and connected with the community we care about. Second, we approached Evan O’Neil—a talented thinker, ponderer, intellectual and really, really good designer. He got into our heads and figured out how we visualized fresh air and the lightness of clear messaging. Thank you, Evan. It was no easy task, and we know it. Then, Courtenay, Amy, Patrick and I set about choosing the words, order and tone that we think represents who 20K Group is today. It’s not by accident that our new website is very clean, very simple. We work very hard at helping our clients sift through mountains of information, research and dialogue to agree on simple, memorable messages about their organizations. I’m ecstatic to say that one of our colleagues really nailed it when she came into the office one day and said she had introduced herself at a breakfast as: “My name is Courtenay Siegfried. I work at 20K Group. We help our clients be better known and better understood.” Ta Da. Welcome to the refreshed 20K Group. - Debbie Fiorito President and Founder

Macklemore’s Lessons for Communicators, 03.28.2013

Recently, Seattle-based hip-hop artist Macklemore sat down with Nerdist’s Chris Hardwick to speak about his dramatic entrance into the national music scene, the pursuit of happiness and branding. You read that right. Macklemore knows how to score a leopard mink at a "Thrift Shop" and how to promote the heck out of his product - himself.


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Mirror, Mirror On The Wall, 01.29.2013

What do you see when you look in the mirror? Are you a social media wiz? Media relations guru? Master of event planning? We all have perceptions of our own skill sets and strengths and weaknesses. But what do your peers see? It’s difficult to know exactly what others think about you, but LinkedIn’s endorsement tool may do just that by allowing you to take a look at yourself through another's lens. At one time you probably entered your "Skills and Expertise" on LinkedIn to highlight your specialties. Now, with the introduction of “endorsements,” there's a good chance your connections have supplemented that information by selecting the areas in which they think you excel. By looking into those endorsements you can begin to piece together others' perceptions of you. read more »

Fresh Ideas, Fresh Look, 08.29.2011

This summer has been all about shaking up our creativity, soaking in the fresh air and revitalizing our brand, which had become a little stale (at least in our minds). What we found is that a few simple changes can make all the difference in the world.

We moved into our new digs in Tribeca Lofts and immediately could tell that the open layout was fostering collaboration and inspiring us to come up with new ideas. There is beautiful natural light shining in, great local art on the walls and an integration with one another that didn't exist when we were in separate offices on different floors.

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