• THE DELVE GROUP, INC.
    21 WEST 46TH STREET
    SUITE 1103
    NEW YORK, NY 10036
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    INFO@DELVEGROUP.COM
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What Your Clients Say About You

by Nick Alexander – Senior Associate

All B2B branding and marketing decisions should be grounded in research. Essential to this research are the external perspectives provided by your clients (current and lost), prospects and industry influencers (e.g. analysts). We speak to them during our research phase because they likely do not tell you everything. On confidential interviews, we explore these untapped subjects. When your clients sit on our figurative chaise lounge, what do they say about you?

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Bringing Brands to Life

Part 1 of 5: Timing is Everything
by Stacy Colonna – Vice President of Operations

Great ideas rarely fail because of poor strategy, but rather from lack of proper execution. That’s why we take project management and production so seriously at Delve because it’s where the brands we create really take root and come to life.

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A Social Media Strategy for B2B Businesses

Part 1 of 5: The Importance of Social Media for B2B Branding
by Anna Fatlowitz – Social Media Coordinator

There is a misconception that social media is only beneficial to B2C companies, that it’s only used to target young audiences, and that it’s a waste of time. This is not the case. In 2012, social media marketing usage by B2B marketers increased to 93% compared to 83% in 2010.

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08May14

What Are You Optimizing For?

by Nick Alexander – Senior Associate Much like bears awakening from hibernation, rock climbers emerge from indoor climbing gyms when spring rolls around. They are tired of…

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In-Person, In the Moment is In Again

by Brenna Garratt – CEO

If you have been in the business world since the dot-com era you may have witnessed this interesting phenomenon – how face-to-face meeting has fallen in and out of favor.

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Plastic Army Men Can Boost Your Sales

Chances are that you would like to sell more business than you currently do. Whether that involves generating new leads, nurturing current ones, or upselling clients, you…

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To Thine Own Self Be True – Maintaining a Good Brand

by Stephen Strigle – Associate

Many organizations struggle to maintain a cohesive and differentiated brand as they grow. Particularly as new people come in and start to replace the founding team members, the vision for how the company will provide customers with unique and valuable products and/or services can become diluted or lost. Great brands always keep that vision in mind – from recruiting and onboarding new employees to maintaining the quality of their work to truly living the values they espouse on their websites. That’s all well and good for a small shop, but how do you hold on to the soul of your organization as you expand across the country or even the globe? Let’s take a look at Ben & Jerry’s.

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The Strategy Behind Twitter’s New Look

by Anna Fatlowitz – Social Media Coordinator

new twitter

They say that imitation is a form of flattery, but Twitter’s new desktop design is based on business strategy. Although Facebook is losing popularity with teens, it is still the most popular platform. So is Twitter trying to gain more users with its newly added cover photo and photo-centric timeline? It seems so.

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Emotionally Engaged Cultures – The Effect on Brand

by Chris Johnson – Senior Director

I’ve had the opportunity to work with many different clients and organizations over the years, and the cultures they’ve embodied cover a wide spectrum.  I’ve been in the branding industry long enough to know that organizations with positive and supportive cultures are far more successful – internally and externally.

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B2B Products and Services Brand Strategies That Promote Sales

Part 1 of 4: Brands that People Buy
by Nick Alexander – Senior Associate

As economic and industry volatility continue to influence B2B buying and selling dynamics, the role of brand becomes ever more important. Business services organizations are beginning to understand that to realize the full benefits their brand can deliver, the brand must be leveraged effectively when selling products and services.

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The Value of Partnerships Versus “Vendorships”

by Stacy Colonna - Vice President of Operations

Given our experience and the strategic nature of what we do here at Delve, we believe that starting a relationship with a new client will have the greatest value when both parties see the collaboration as a partnership. There is a different mindset when we both embrace that we are partnering with a company to help them through their brand journey. If they perceive us as a vendor rather than a partner, then the dynamic of the relationship changes and can result in suboptimal value for both us and our clients.

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Branding & Private Equity: Accelerating Organic Growth

Part 1 of 4: Tapping an often underserved corporate asset
by Stephen Strigle – Associate
in collaboration with Brenna Garratt – CEO

Private equity is often thought of strictly in terms of its role in financing the growth of mid to large size companies. But many private equity firms take a proactive role in advising their portfolio companies to help them grow, which in turn raises the value of their investment. There are many ways PE firms help portfolio companies, and in our experience, holistic-thinking and “brand-minded” firms often strive to put intangible assets to work to effectively bolster their businesses. With the insight of our CEO, Brenna Garratt, who has worked extensively with PE firms over the course of her career, we have embarked on a four part series to explore how portfolio companies can accelerate their growth and PE firms can share in their success through the benefits of a well thought through Brand strategy.

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Social Media Week New York

by Anna Fatlowitz – Social Media Coordinator

Yesterday marked the first day of Social Media Week New York, which runs until the 21st. Social Media Week takes place twice a year in various different cities simultaneously across the globe. The event explores the social, cultural and economic impact of social media. 

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Facebook Paper: A New Way to Curate Content

by Anna Fatlowitz – Social Media Coordinator

Recently, Facebook had its 10th birthday and with that major milestone, Facebook released a new smartphone app, Paper.  It’s been described as half social network and half Flipboard mainly because it beautifully displays a user’s News Feed as well as curated information from different news outlets.

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A CEO Who Truly Understands B2B Branding

by Nick Alexander – Senior Associate

We were struggling to articulate who we are, what we do and the problems we solve, both internally and externally.” The CEO’s friendly voice boomed throughout the webinar presentation. He continued, “We were largely unknown in the market and had no deliberate programs in place to build awareness and pipeline.

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Bad Strategy Equals Bad Logos

by Anna Fatlowitz – Social Media Coordinator

Last week, we took a look at some of the best logo changes of 2013 and the lessons we learned. But what about the bad logo changes? What insight can we gain from a bad situation?

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Logo Lessons of 2013

by Stephen Strigle – Associate

We’ve seen almost a full month of 2014, and if your office is anything like ours, it’s been a fast and furious couple of weeks. But before we completely write off 2013, we wanted to take a look at some of the best logo changes  in the past year to see what lessons we can carry forward.

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The Story of a Brand Coming to Life

by Chris Johnson – Senior Director

One of our  clients launched their new brand this week, and it’s given me time to pause and reflect on everything that came before and how we got to this point. It’s been a long journey filled with twists and turns and a lot of hard work, but seeing the brand actually come to life makes it all worth it.

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Strength in Unity

Strength in Unity – the Power of Branding in Mergers and Acquisitions

Part 5 of 5

by Brenna Garratt – CEO 

In my last post I discussed the importance of clear internal and external communication regarding M&A, but to wrap up this blog series, I’d like to delve into the heart of the issue – What’s the ultimate value to your business of including brand considerations into your planning for M&A?

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Acronyms

The Pitfalls of Branding Acronyms

by Stephen Strigle – Associate

American Family Life Assurance Company of Columbus, the Government Employees Insurance Company, the Entertainment and Sports Programming Network, American Telephone and Telegraph Company, and International Business Machines Corporation. These are some of the most recognized brands in the world, and we’ve all heard of them but usually by different names – Aflac, GEICO, ESPN, at&t, and IBM. When it comes to naming, we almost always advise our clients to avoid branding their organizations with an acronym, but these companies seemed to have done just fine, so why not use acronyms? Well here’s just a few reasons you should consider.

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What to Do After Rebranding: Brand Launch and Go-To-Market Planning

by Nick Alexander – Senior Associate and Marketing Manager

What if I told you that I purchased the latest smart TV and surround sound system but didn’t set it up or learn how to use any of the features? You might ask, “How do you expect to watch Homeland?” What if a B2B organization rebranded but did not explain to employees or external audiences why they rebranded, did not train sales reps how to use the new messaging, and did not update their website and materials? You might ask, “How do you expect to benefit from the brand strategy?” The unfortunate truth is that many B2B companies ignore Brand Launch and Go-To-Market planning.

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Six Real Reasons for Rebranding

by Nick Alexander – Senior Associate and Marketing Manager

The past week has been very exciting operating as the new Delve. The team has been taking the brand to market with our messaging which is being received very well. One of my favorite parts of this week is the responses we received to our brand announcement email.

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A Look in the Mirror – Rebranding Delve

by Brenna Garratt – CEO 

As you probably already noticed, our website is a little different than you may remember.  We recently launched our new site and are excited to share it with our friends, partners, clients and prospects, but I think it’s important to note that we’ve changed a little more than just our website. Taking a little dose of our own medicine, we have completely rebranded The Delve Group: redefining our messaging – how we describe the value we provide to our clients, updating the look & feel of our brand and creating new business tools.

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Communicating Brand Transition in M&A

Part 4 of 5
by Brenna Garratt – CEO

As I discussed in my last post, there are many options for restructuring brands involved in M&A, but how do these changes affect internal and external audiences?  How will employees and strategic partners feel about the changes to the brand/s?  What will clients, prospects and investors think? Most importantly, how do you show these groups the upside of the merger while addressing their concerns?

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Nothing Up Our Sleeves but Brand Strategy

by Stephen Strigle – Intern

Back in January of 2011 with the announcement of the new Starbucks logo, our CEO Brenna Garratt predicted that pulling the words out of the company’s new identity was a strategic move aimed at expanding the brand.  Looks like she was right.

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Setting the Standard

by Stephen Strigle – Intern

With annual revenues of over $14 billion in 2012 and several famous subsidiary brands including Reebok and TaylorMade, Adidas is one of the largest sporting apparel manufacturers in the world.  Its globally recognized brand is supported by the sponsorship of famous athletes across a wide range of sports, including Washington Redskin’s quarterback RG3 (Robert Griffin III), Chicago Bull’s point guard Derrick Rose, and Argentinian forward Lionel Messi, widely considered the greatest soccer player in the world today.  What you may not know, however, is that the catalyst which launched the company from a hand-crafted family business to international prominence was a historical sponsorship at the 1936 Summer Olympic games.

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The Impact of Leadership Transition on Your Brand

by Nick Alexander – Senior Associate

One of my best friends is getting married soon, and I almost refused to get a tuxedo for the occasion. It had absolutely nothing to do with him. In fact, it had everything to do with Men’s Warehouse. It was in June that the company pushed out its founder, George Zimmer. It was also in June that I realized if I get a tux from Men’s Warehouse, nobody can guarantee that I’ll like the way I look.

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Translating a Brand Visually

by Stephen Strigle – Intern

Last week in her post about why Coca Cola was her favorite brand, my colleague Stefi Grigio pointed out that you don’t necessarily need to speak Arabic to identify the Coke logo written in Arabic.  Having studied Arabic myself, this piqued my interest – what is it that allows us to identify a brand even when we can’t read the name of the company on its logo? The answer is our innate recognition of visual patterns and cues. Using the Arabic logos of three famous transnational brands, I will discuss some possibilities for how a brand can distinguish itself visually.

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What does your brand stand for?

by Stefi Grigio – Senior Associate

When we first engage with clients and meet for a “Discover Workshop,” one of the kick-off questions we ask is “What is your favorite brand and why?” This creates a lot of dialogue and gives us insights on the attributes the client values in a brand.

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Annual Reports – Still a Vital Communication Tool

by Brenna Garratt – CEO

Some of you may know that I “cut my teeth” in branding and business by designing corporate annual reports. These documents were one of the biggest marketing investments businesses made in the pre-web days. Yep, a time before corporate websites became the be-all outreach tool, we would be engaged to help businesses tell their annual story in a compelling manner that reinforced their brands. We would have five and six-figure design and photography fees (before stock photos) and we would kill many trees printing these story books.

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Interview with GCI President Bill Schleicher

In an interview with GCI (Gary Comer Inc.) President Bill Schleicher, Senior Director at the Delve Group Chris Johnson explores how the firm has benefited from its brand initiative and how brand effects the Private Equity industry.

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Social Media – How do I find my voice?

by Stacy Colonna – Vice President of Operations

Navigating the world of social media in business can be as challenging as it is in your personal life because the rewards and perils can be very similar.  We’ve all felt the wonderful joy from receiving Happy Birthday wishes from folks far and wide on Facebook and in turn been sincerely peeved by someone for something they post and in a rash moment let our feelings be known – only to regret regret regret.      

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The Perfect Name for Your Business

by Nick Alexander – Senior Associate

A colleague recently referred an article to me called 3 Simple Principles of Naming Your Start-Up in Inc. When I saw the title, I was instantly discouraged. “Oh boy,” I thought. “Here is another person who thinks naming is easy.” However, upon reading it, I was delighted to find that the author, who is very experienced in corporate naming, often encounters the same challenges (a slight case of schadenfreude) we know are inherent to the naming process. But what are some of those challenges?

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A Brand for the People

by Stephen Strigle – Intern

Maasai

courtesy of the BBC

If you’re skeptical about the tangible value of a unique brand, look no further than the Maasai, a nomadic collection of tribes throughout Kenya and northern Tanzania.  Maasai leaders are currently looking to claim legal control of their brand – their name and images depicting their people and culture – which is currently being used by several other global brands like Land Rover, Masai Barefoot Technology, and Louis Vuitton.  The estimated value of the Maasai brand? $10 million dollars a year at a minimum.

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Interview with Applied Pathways COO Mark Rangell (pt. 2)

Part 2 of 2
by Chris Johnson – Senior Director

Applied Pathways Logo In part two of his interview with Applied Pathways COO Mark Rangell, Chris Johnson inquires about the future of the healthcare industry.

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Interview with Applied Pathways COO Mark Rangell

Part 1 of 2
by Chris Johnson – Senior Director

Applied Pathways LogoIn part one of his interview with Applied Pathways COO Mark Rangell, Senior Director at the Delve Group Chris Johnson explores how the company’s strategic branding initiative has impacted the business.

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Brand Architecture in M&A

Part 3 of 5
by Brenna Garratt – CEO

Branded House VS House of BrandsAs promised in my last article, the third part of my series on the importance of brands in mergers and acquisitions will focus on what we call brand architecture, or in other words, the relationship the brands will have with each other moving forward from the M&A activity. Creating a brand architecture that aligns with the strategic vision of the combined organization is crucial to setting up the business for long-term success because it will become the framework for how people think of the company both internally and externally. There are two primary models for brand architecture: a Branded House which structures all parts of the organization under one unified brand (e.g. GE is the parent brand of GE Capital, GE Healthcare, GE Transportation etc.) and a House of Brands which more loosely connects the different parts of the organization, allowing more independence for sub-entities to maintain brands that are unique from the parent (e.g. P&G is the parent brand of Gillette, Old Spice, Dolce&Gabbana etc.). In the context of M&A deals, I will discuss one formation for a House of Brands and three variations of a Branded House.

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A Smarter Healthcare Industry: Blurring the Lines between Technology and Consulting (2 of 3)

By Nicholas Alexander – Senior Associate

business chart showing successAs members of a complicated ecosystem, many players in the healthcare industry have a responsibility to optimize operations and grow revenues in the midst of an uncertain future. Last July we explored how health insurers can contribute to a smarter healthcare industry. Today, we will look at healthcare technology and service provider – specifically, how hospital revenue cycle management (RCM) companies contribute to industry improvement while blurring the lines between technology and consulting.

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Building a B2B Messaging Pyramid

by Stephen Strigle – Intern

Strategic positioning is the key to sales. It acknowledges the needs of your target audience, proposes a solution for that need, and clearly shows the value of your company’s solution over alternatives. Think of positioning like a step pyramid: there are multiple levels and each one builds off the levels beneath it. With that image in mind, many B2B service and technology providers stumble either at the beginning or at the end of the process, unable to establish a firm foundation for their pyramid or unable to place the top layer that will make their pyramid stand above the rest.

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Common Mistakes in M&A

Part 2 of 5
by Brenna Garratt – CEO
Fail stamp

As I mentioned in my last post, most mergers and acquisitions fail: between 70-90% according to the Harvard Business Review. But why do they fail? What are the issues that lead to failure in M&A?

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Marketing to the CEO On-the-go

by Nick Alexander – Senior Associate

Sprinting CEOThere is no doubt that CEOs, CFOs, CIOs, COOs… CXOs are some of the busiest people on the planet. Furthermore, recent global office and mobility trends allow them to be some of the most elusive people on the planet. With the confluence of these two forces, B2B service providers face a serious challenge: How do you sell to the c-suite executive who has neither time nor a fixed location?

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A Time to Brand

By Stephen Strigle – Intern

New and Old Jaguar's logos

courtesy of businessinsider.com

Timing is everything when it comes to branding. Look at the latest NFL team rebranding for example. The Jacksonville Jaguars revealed their new logo to the public this week just days after the Super Bowl, but most importantly, this change coincides with other major changes in the organization.

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Brands and their Effect on Mergers & Acquisitions

Part 1 of 5
by Brenna Garratt – CEO

handshakeAs mergers and acquisitions continue to affect businesses and change industries, the statistics for successful M&A transactions are extremely low. A recent Harvard Business Review article states “companies spend more than $2 trillion on acquisitions every year. Yet study after study puts the failure rate of mergers and acquisitions somewhere between 70% and 90%.”

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B2B Sales Through Social Media

By Nick Alexander – Senior Associate

YouTube, Facebook, LinkedIn, and Twitter logos

Let’s be clear about one thing: social media is not going away. In fact, given its exponential growth this decade, we can only expect the trend to continue. In a recent article published by Harvard Business Review, Raj Agnihotri explores how social media can benefit a B2B business and what precautions B2B sales teams need to take. To simplify his argument and to provide my take on the subject, I have reorganized his thoughts into the (overused but easy to understand) following three sections: The Good, The Bad, and The Ugly.

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Selfless Service

By Chris Johnson - Senior Director

A little over two weeks ago, I was fortunate to have the opportunity to help out at the NYC Rescue Mission in downtown Manhattan.  For anyone not familiar with the NYC Rescue Mission, I encourage you to visit their website at www.nycrescue.org to learn more as this is truly a terrific organization.  In a nutshell, the NYC Rescue Mission provides spiritual hope, food, shelter and clothing to the needy.

 

While it’s been a couple weeks since donating my time, along with my colleagues at Delve, the experience moved me and touched my spirit.  I do a fair amount of service in my personal time, but this was different for several reasons, but that’s not the point of this.

 

In the wake of Hurricane Sandy, the team at Delve decided to donate some of our time to help out at NYC Rescue Mission.  True to our approach at Delve, we took it on with enthusiasm, tenacity and humility.  Whether it’s a hurricane, some other tragic event or just daily life, the point is there are a lot of people in this city, state, country and world who need help.  In our daily lives, we all get wrapped up in the frenetic pace of work, family, friends and other responsibilities.  I am no different, and it’s easy for me to get sucked into the daily grind.  It is not lost on me how truly fortunate I am to have all the wonderful things in my life – I am blessed with amazing kids, terrific friends, a great job and of course my health – physical, mental and spiritual.

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Keeping it Simple

 By Stephen Strigle – Intern

Zen Garden

courtesy of Inc.com

We enjoyed this article from Jeff Hoffman at Inc. on the importance of simplicity in branding.  Why does simplicity matter? “Because the world is noisier now than it’s ever been, the competition is tougher and more global, and your customer is being bombarded around the clock with a massive stream of messaging that makes it ever more difficult to remember you and your company.”

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A Sustainable Brand

By Stephen Strigle – Intern

EU new brand and websiteBranding is all about putting your best foot forward. It’s about consistently demonstrating the unique value you provide for potential and existing clients. But the concepts of branding extend beyond the business world.

The European Union has recently rebranded their sustainability efforts, but the new campaign doesn’t make the usual grim warnings about the consequences of climate change or emphasize long-term benefits for the environment.  Instead, their campaign, entitled “A World You Like, With a Climate You Like,” focuses on the immediate, concrete value of sustainability for European citizens, institutions, and businesses.

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Why Websites Should Play Nice With Mobile Devices

By Nicholas Alexander – Senior Associate 

Mobile_DevicesThere are many reasons why every business should have a mobile friendly website*. Because you are incredibly busy and have new business to close, we’ll share just three reasons with you:

1. Google Says So
That’s right, big brother has spoken. In a recent study, Google reported that 61% of people are more likely to leave a mobile site if they cannot find what they are looking for quickly. It makes sense, think about how you would act in that situation. We want information instantly. With the information surplus in this digital era, users are encouraged to search elsewhere if they do not find what they are seeking quickly. This is what may bring some prospects from your site to your competitors’.

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Republicans, Democrats, and Social(media)ists

By Danielle Flynn – Intern

At first glance, the website and social media platforms utilized by the 2012 Presidential candidates are more similar than their political stances. Each designed in varying hues of patriotic red, white and blue, containing oppositional critiques in well-crafted infographics, and pictures of attentive crowds or their supportive wives. Despite the similarities, the President’s social media campaign is an example of a successful model for any brand attempting to represent itself to the millions on Facebook and Twitter.

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A Smarter Health Care Industry (1 of 3)

By Nicholas Alexander – Senior Associate 

Last week’s Supreme Court decision to uphold the Affordable Care Act exploded in the news, blogs, and social media. Sure everybody has their own opinions on how to best utilize taxes and structure a nation’s healthcare program, but we journeyed down a different road once we heard the news. We wanted to know how organizations within the healthcare community can optimize operations and grow revenues with the recent decision and the still uncertain future. We concluded that for any kind of legislation (Obamacare or not) to be effective, all players in the healthcare space must first become smarter, more efficient and expert communicators.

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Generate More Revenue with Three Names

By Nicholas Alexander – Senior Associate

In 2010 Apple purchased the FaceTime trademark for an undisclosed amount from an existing company with that name. Frequently applauded for its business acumen and marketplace savvy, Apple had just made one of many strategic and smart moves to increase the overall value of its brand. The purchase was not hubris-induced power play but rather it was an investment in brand recognition, increasing ownership in the market, and increasing the net worth of Apple.

Industry experts often cite Apple when discussing various phenomena because the company is so well-known among consumers but the truth is: B2B organizations can similarly implement a well-thought naming strategy throughout its products/services, product/service suites, and intangible experiences that ultimately increase sales and revenue.

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CEO Blind Spot: Are they Brand Creators or Brand Destroyers?

By Brenna Garrat – CEO

First article of an Ongoing  Series

You know the saying, “they’ll never know what they’re not missing.” It’s a common phrase for a reason – because it’s true!

It’s fascinating the influence the CEO has on an organization. We don’t mean this in a naïve way, of course they have multiple areas of important responsibility which can greatly influence the success or failure of a business. What we are seeing is a serious blind spot when it comes to a topic that can genuinely pay dividends in ways like attract great talent, enlist terrific clients, grow market share, and fuel great results. Simply put, they don’t embrace and prioritize brand- and culture-building as a long-term and ongoing commitment. They don’t value and invest in their brands.

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Brenna Garratt, The Delve Group CEO, Speaks to the Future of the B2B Outsourcing Model

At The Delve Group, we are passionate about building market leadership for business-to- business companies, with niche expertise in business services and outsourcing organizations. Brenna Garratt, CEO…

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Super Tuesday: Authenticity in Brands and Politics

By Brenna Garratt – CEO

Mitt Romney Super Tuesday

Image by courtesy of www.inquisitr.com

It’s interesting being both a practitioner of brand-building and spectator of politics – there is a fascinating overlap in these worlds.

It’s the day after the much hyped and branded “Super Tuesday” and both Mitt Romney and Rick Santorum are the candidates du jour. But what I find fascinating is the traction that Romney cannot seem to get because he just does not seem to be “comfortable in his own skin.” The pundits say this same sentiment in a zillion different ways – everyday, but Mitt is not hearing it. If Mitt just embraced being Mitt he would  be further ahead of where he is. And just imagine when it comes time to debate President Obama in the general election – his lack of authenticity will be in even greater contrast.

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Effective iPad Apps for Business and Design

IPad’s have become a great sales & marketing tool for businesses and business people across a variety of industries. Today, it is not uncommon to walk into a sales meeting or go to an industry conference and learn more about a company via their own customized iPad app.  Delve has worked with our clients on developing such proprietary apps and we encourage all of our clients to think about how an app may help either internally or externally to reach the markets they seek.

When we turned the corner of 2012 – we all became armed with iPad’s as an essential tool for our business, and lives, and we have made a point each week of sharing with each other one of our favorite apps.

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Heart and Soul… of your Brand

By Stacy Colonna – Vice President of Operations

Following up on Chris’s stream of consciousness regarding “what a brand is” – one of the most fundamental tenants of a brand is that its platform MUST ring true. We are consistently engaged to help our clients climb out of the picture frame and take a look at what we see. One of the ways we promote this process is to conduct both internal and external interviews during our Discover Phase, the first step of our engagement with a B2B or B2C brand. We like to hear what internal constituencies have to say about our clients as well as what their clients (current and lost) have to say about who they are.

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What is a Brand: A Stream of Conscious Explanation

By Chris Johnson – Senior Director

What is a brand? That question is answered in a multitude of ways as it can be a very personal and subjective matter. One answer I’ve heard, and generally agree with, is “a brand is the sum of your experience with a product, service or thing – all your interactions that evoke emotions or feelings.” For purposes of this dissertation, let’s assume that’s accurate.

In thinking about that definition, it triggers a number of thoughts and ideas. One is that all of us, every human being is a brand. It makes sense as I process that thought. If I think about myself and my actions, everyone around me experiences me in some fashion, whether they like it or not. Impressions are made on others and those impressions can be good, bad or indifferent. The interactions and experiences others have with me are the same as I have, or anyone else has with a particular brand.

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No Browser Left Behind

By Nicholas Alexander – Associate

Frequently when rolling out a new brand, our clients will suggest that we develop a “flashy” website. Aside from the fact that Adobe is no longer releasing updated versions of Flash for mobile devices , a website strategy must heed certain functional criteria to successfully create a “flashy” website. One common mistake in website planning is assuming your audiences all use the same web browser you use.

Let’s say that you have an incredibly “flashy” website and someone in need of your services stumbles onto your site through Internet Explorer 8 (in 2011 that was about 40% of the global population and about 20% of the US population ). No two browsers are alike and due to their differing capabilities, bells and whistles through one might look like a lagging and underdeveloped website through another.

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Cool Tools: Wordle

By Nicholas Alexander – Associate 

They say a picture is worth a thousand words, but in this case, I think I prefer the picture to only be worth 267 words (the word count of this blog post). According to Wordle.net, “Wordle is a toy for generating ‘word clouds’ from text that you provide. The clouds give greater prominence to words that appear more frequently in the source text.” The tool, or toy, was created with the original purpose for displaying content in a fun, artistic style. As a toy, Wordles are fun. But as a tool, Wordles can uncover valuable insights about communication.

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Brands Do Matter in B2B Markets

Often times B2B marketing communications is characterized by numbing sameness, commoditized feature wars, and laundry lists of product benefits. However, branding today is a strategic tool that…

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What is a Logo?

By Kevin Kedroe – Designer What is a logo? In passing the question might seem too trite or maybe too ethereal to answer. Even within the ranks…

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B2B Branding | Are you constantly trying to keep up with everyone else?

By Stefi Grigio – Associate

iPad

Apple Inc. iPad

I recently read an article that got me thinking about B2B companies and branding, and the lessons we can learn from B2C companies around the world. The article speaks to the rapidly evolving offerings by the top dogs, including Apple, Google, Amazon, Facebook, Microsoft and the like. As technology continues to win the hearts of consumers worldwide, each of the top players are fighting for a piece of market share. If we look at the introduction of the iPad, we see a quick ramp of competitors quickly adopting their own version. First came Apple, Google Android Tablet quickly followed, Amazon will soon trail in third, while Microsoft lags behind with continuous speculation of when it will finally introduce another tablet to the consumer world.

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When a good idea is adapted by the marketplace – can your brand save you?

By Stacy Colonna – Vice President of Operations I checked my inbox this morning to find an email from Amazon announcing that I will now be receiving…

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B2B Branding | Making Intangible Services Tangible

By Brenna Garratt – CEO Progressive Insurance’s latest TV commercials are clever in their ways of making intangible services tangible. By placing insurance ‘products’ in a store…

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B2B | Bachelor’s 2 Business

By Stephanie Miller – Intern

Most are aware that the current state of the economy has made graduating from college and entering the workforce increasingly tough. Having recently graduated from Syracuse University, I have just experienced this transition first-hand.

The number of recent college graduates without jobs is high, and according to data from the U.S. Bureau of Labor Statistics, as many as 50 percent of college graduates under the age of 25 are underutilized, meaning they’re either working no job at all, working a part-time job or working a job outside of the college labor market (www.bls.gov/).

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Project Management | How to Meet Imperative Timelines

By Tricia Scarlata – Managing Director

The dreadful call comes through….”we need it in 2 weeks”, but you know it will take at least 4 weeks to complete.

Meeting unrealistic, but IMPERATIVE timelines occur time and time again in our hectic business schedules. To minimize stress and triumph in time crunches, communication is key. Below are some tips to keep the project on time and keep your team motivated under pressure:

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Branding 101

By Nick Alexander – Associate

“What exactly is branding?” I murmured to myself as I perfected the Pratt knot in my striped tie. I could see the green diagonals complemented the green argyle pattern in my socks well. I couldn’t get the question out of my head though, ever since it left the mouth of a financial analyst I had met the night before. Often we are so immersed in our own fields of expertise that we assume people instantly understand everything we do. As I reached for a black leather belt with a shiny silver buckle, I thought of an interesting metaphor to help explain branding.

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An Inner Dialogue | The Power of Internal Communications

By Sid Brown – Senior Director

It goes without saying that a brand launch can be a complex process, involving many constituencies and audiences. While many organizations take great time planning a brand launch and speaking to the right audiences, they often forget the most crucial audience—themselves.

The challenge of a brand launch is not only building awareness, but more importantly it is convincing your prospects and the public in general that you’re a newly refocused or repositioned organization. But how can you effectively convince anyone else if you haven’t convinced your organization first? Your staff will always be the initial contact with a prospect. If they don’t embrace the new brand or what it embodies, you risk all of your strategic and communication efforts being done in vain.

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B2B Smart Ops

By Stacy Colonna – Director of Operations

Part of “Smart Ops” is a love of details. All kinds of details. They are your friends and like numbers – they can rally and draw a picture for you in the most unexpected ways. Here are some details that often get overlooked but bring value to your team, and your bottom line, every day, every week, every month!

Don’t overlook what’s in front of you:

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Calibrate Your B2B Social Media Clock

By Nick Alexander – Associate

cksinfo.com

What time is it right now? As we continue to venture down this road of social media, more and more businesses are beginning to ask “when is the best time for a social media update?” Understanding your audience and their social media habits will help you calibrate your social media clock so that your updates are optimally timed to best accommodate your readers.

In a recent Hubspot webinar, social media scientist Dan Zarrella explores the Science of Timing. His research, harking on thousands of surveys, provides a lens for us to view when people engage in social media.

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B2B Brand Launch

By Nick Alexander – Associate With the exception of 535,000 gallons of fuel, preparing for a brand launch is much like preparing for a space shuttle launch…

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Renewable Energy Market Leaders

By Stefi Grigio – Associate The renewable energy industry has experienced major growth in the past two decades. As the marketplace matures, various players are emerging and…

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B2B is Still P2P

By Sid Brown – Senior Director

There are differing schools of thought on how esoteric business-to-business communications should be. While communications strategies for many consumer products can be refined to a point where it’s downright formulaic, business communications are so diverse with so many potential audiences and decision makers that there’s no one-size-fits-all approach to generating awareness or sales leads. However, there is a common trait amongst all audiences: regardless of what industry you’re speaking to, the target is always going to be a human.

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How Philanthropy can Positively Affect your Brand Image

By Stefi Grigio – Associate

We have reached an age where individuals really want to be involved in giving back to the community. Technology has made philanthropy for the average consumer increasingly accessible through online mediums, social networks, and mobile devices. In the past years large corporations have begun branding initiatives through cause marketing. Today, many companies use altruism as a differentiating factor, much like the Pepsi Refresh Project or Whole Foods, who has based their brand image on caring about the environment and community. Companies have realized that philanthropy gives consumers an added value and grows their brand perception.

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The Resurrection of Snail Mail Direct Marketing

By Nick Alexander – Associate

Remember the joys of being in college or at summer camp and receiving a letter or a package from your family? Would that sentiment be replicated had they sent an email or a text message? There is something to be said for the tangible aspects of snail mail and therefore there is something lost in its absence. It is highly likely that your clients and prospects are feeling the same way.

Direct mail was abandoned in the B2B realm a few years ago as email marketing, the cheaper and higher output option, rose to the top. But the same attributes that render email more effective to the user make it less attractive to the recipient. Lower costs and higher output translate to more emails and more spam. Think about how many unwanted emails you receive daily. It’s time to reach out to clients and prospects in a more personable way.

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Top Trends in 2010

By Martyn Clarkson – Senior Strategist

2010 was an epic year. Various tipping points in: technology, economics and cultural value shifts created a sea change in many of the ways that businesses and consumers relate to each other. Crucially during 2010, innovation in products and services coincided with significant swings in consumer behavior. Our list of the top trends of 2010 draws from both happenings in the realms of consumer behavior and business. What they share however is a substantial impact on the future of the way we think, act and interact.

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Top 5 Ways Your Brand can Accelerate Your Collections

By Stacy Colonna – Director of Operations

Delve Operations Leads the way to 100% Receivables (Year over Year). Delve has had a stellar record in collecting on our invoices 100%. We achieved this goal for 2010 on the 31st of December!

Below are 5 ways your brand can accelerate collections for 2011:

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Top 5 Ways to Effectively Use Social Media

By Nick Alexander – Associate

It seems that nowadays everybody is jumping on the social media bandwagon. In fact, various sources report that anywhere from 35-75% of businesses in the US are using social media. While the basics of starting and running a campaign seem simple, managing the campaign effectively requires the implementation of a few best practices. In the spirit of fully launching our own social media campaign, we thought it would be nice to share some tips with you.

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Brenna Garratt Recently Featured in our Client’s Blog

A pleasant and unexpected surprise this week; our CEO, Brenna Garratt was featured in a blog post by Delve’s long standing client, Rideau Recognition Solutions. Peter W….

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Top 5 Ways to Integrate Your Personal Brand With Your Company’s Brand Online

By Will Davis – Senior Associate

As the lines of personal social media and business social media blur, it’s important to keep some separation of “church and state”. But, if your personal brand is mingled with your company, there needs to exist a connection – a yarn that threads the two entities in a positive way.

Here are 5 tips on how you can maintain a solid personal brand that benefits your company’s brand as well:

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Top 5 Ways to Differentiate Yourself From the Competition

By Brenna Garratt – Chief Executive Officer

As competition increases and the market seems to be recovering in fits and spurts, it is time to step back and evaluate whether your marketing and sales strategies are raising your brand to prime time. Beat the odds and cut through the clutter to realign with the path to success.

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Top 5 Ways to Leverage Your Company’s Brand as a Sales Accelerator

By Brenna Garratt – Chief Executive Officer

The business-to-business marketplace is more crowded than ever before. In this age of hyper-competition, buyers are overwhelmed and often times have trouble differentiating one player from another. So when you come to the sales table, what helps you stand out from the pack?

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Top 5 Tips Every Executive Should Remember When Pitching New Business

By Brenna Garratt – Chief Executive Officer

It’s that time once again; the big meeting. You’ve passed muster and are finally meeting with a decision maker. So what’s the quickest way to “yes”?

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Make a Name for Yourself: The Opportunities and Pitfalls of Naming

Navigating the process of naming or renaming your company can be more tricky than perceived. We’ve outlined 10 steps that empower companies to navigate the naming process…

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Download the Sales Battlecard Presentation from the NYC Outsourcing Institute Road Show

The Delve Group was invited to speak at The Outsourcing Institute’s New York City Road Show Series – an all-day event dedicated to innovation in both buying…

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Delve attends Cleantech Forum to discuss the role of brand in emerging markets

As the cleantech industry matures, brands will be essential to leverage and attract prospects, investors, talent, and potential acquirers. When developed properly, brands can effectively stave off…

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The Delve Group recently quoted in Workforce Management Article

In the recent article titled, “KellyOCG Dumps Its Old Girl in Favor of a Fresh Face” by Michelle V. Rafter, The Delve Group CEO, Brenna Garratt is…

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Branding to Break Away: Four Tips for Sales Acceleration

Your most valuable sales tool is often the most overlooked and under-utilized… your company brand. Let’s face it — we know it’s always easier to get the…

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Interviews from IAOP’s Outsourcing Hall of Fame

With the newest inductees recently announced, Brenna Garratt, CEO of The Delve Group, and member of IAOP’s Advocacy & Outreach Committee recently interviewed past Hall of Fame…

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“Sales Readiness” program with partners 3forward and Karvy Global

Delve launches Sales Readiness program for Outsourcers in partnership with 3forward and Karvy Global, at a morning workshop following the Global Services Conference in New York City…

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The Delve Group partners with Inflexion Advisors to present Designing and Implementing an Employment Image: Federal Talent Branding for the Human Capital Institute

Communicating an employment image not only serves to describe the who, what and why to job seekers, but to the general public as well. Mark Stelzner of…

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Brenna Garratt quoted in California Executive on how to use marketing tactics to motivate employees

Delve CEO Brenna Garratt was quoted in California Executive article “How to Help Your Employees Help You Save Money.” The ultimate incentive for helping one’s employer save…

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Brenna Garratt Voted HRO Superstar for 5th consecutive year

Proclaiming that she is “helping the industry to raise Brand Awareness” HRO Today awarded Brenna Garratt an HRO Superstar for the fifth year in a row. Read…

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Delve CEO Brenna Garratt Quoted in Global Services Article on Sales and Marketing Outsourcing

Sales and Marketing Outsourcing (SMO) is on the rise according to 3forward, a team of sales experts based in the Midwest. For a Global Services article, 3forward’s…

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Brenna Garratt Elected to Rideau Board of Directors

Rideau Recognition Solutions elected Brenna Garratt to its Board of Directors, making her the first woman to sit on the Board and the only branding specialist to…

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Brenna Garratt and Ellen Sluder speak at National Venture Capital Association Conference

Honing in on Delve’s experience working with Private Equity and Venture Backed firms, the National Venture Capital Association invited Delve CEO Brenna Garratt and Senior Director Ellen…

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Web Marketing Association Recognizes Delve With Two Web Awards

The Delve Group was recognized with two Web Awards by the Web Marketing Association for excellence in web design. The websites were judged on design, innovation, content…

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Delve Ranks on Inc. 5000 for Second Year

With steady growth and an increasing market share, The Delve Group was recognized by the Inc. 5000 for the second year in a row. Read full article…

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The Delve Group Profiled in Inside Outsourcing

Inside Outsourcing, a highly esteemed outsourcing e-publication produced by ISSG, profiled The Delve Group and gathered CEO Brenna Garratt’s thoughts on how BPO providers can differentiate themselves…

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