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The 6D Blog is focused on being a part of a global discussion—sharing big ideas, insights, best practices, observations and revelations about the world of branding and marketing. Come in. Stay awhile. Learn, share, and hopefully, be inspired.

Brand Association Through Holiday Cards

December 22nd, 2014

Min Skivington

Well, it’s that time of year again – the time of year when holiday cards fill both our mailboxes and email inboxes. So how can you differentiate your holiday card from another? Beyond that, how can you differentiate your company/brand? Here are three factors to consider when coming up with your company holiday card.

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The Psychology of Better Brand-Building

December 15th, 2014

Frank Schab

The power of brands comes from the fact that they live in the human mind. And that means that brands fall under the domain of psychology. If you want to build better, stronger and more successful brands, you need to learn to apply behavioral principles from the field of psychology.

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So you want to build or revamp a website? Key things you now need to consider before starting.

December 8th, 2014

Heather Harrington

Fired up to build a new website? Here are some important items to keep in mind before you jump into development. Gone are the days of enlisting a web developer to update every single item for you. With a modern CMS (Content Management System), usability and ease of updating are better than ever. WordPress is a great example of a customizable CMS, and not just for blogs anymore. Not only does a developer have the flexibility to direct the design, any regular Joe is capable of updating content through the WordPress interface.

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Content Marketing in Motion: Animation and the Sensory Experience

December 1st, 2014

PATRICK HARRIS

As a digital media designer and animator I may be a little biased, but here goes nothing…

Motion graphics are everywhere. And they are awesome. Odds are that if you don’t live in a cave, you are exposed to a number of them every single day. From online videos to TV commercials, the amount of animated content we see is growing like crazy.

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Bad Meaning Good: Word Evolution and its Issue in Brand-Building

November 24th, 2014

JASON SCOTT

It seems just about every day I read a new headline about “hacking.” And the majority of the time, it’s not about some malicious act by an anonymous person or group seeking to steal credit and debit card information (Target and JPMorgan Chase  ) or sensitive phone and Internet records of unsuspecting Americans (Snowden & NSA). The “hacking” references I see, quite often refer to some socially beneficial activity. Just the opposite of what so many of us have come to think of when we hear the word “hack” or “hacking.”

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A Novel, Psycho-Sensory Approach to Qualitative Discussion Guide Development

November 17th, 2014

ARIELLA LABELL

If you’ve ever led a market research project, you’ve likely encountered this at some point: the kitchen sink dilemma. That’s the term one of my clients years ago affectionately used to refer to a project we worked on together (Jen, you know who you are). It was because as the discussion guide evolved, the team kept adding and adding more questions than we could conceivably fit into a 60-minute discussion.

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What’s the difference between responsive vs. adaptive web design? [No code-talk, promise.]

November 10th, 2014

SUSANNAH FIELDS

Ever gone to a website using your smart phone only to find that the entire website is showing on your tiny little screen? It’s really small so you can’t actually read anything – much less click on a link. So you zoom in, scroll and tap around a little, then zoom again to see the area you’re looking for. Frustrating!

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The Importance of a Branding and Identity Style Guide

November 3rd, 2014

CAMERON FENNELL

Consistently communicating the brand platform at every level of interaction with customers is key to increasing brand engagement in a saturated marketing landscape. Psycho-sensory research tells us that the majority of information is communicated through nonverbal (or sensory) channels. So, a clear, coordinated visual identity is critical to formulating and executing a successful brand-building strategy – one that reinforces brand perceptions and manages audience motivations and expectations.

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Brand-building and the Celebrity Effect

October 27th, 2014

CHRISTOPHER NAGLE

It’s generally understood that we are all influenced by branding. We buy Oakley sunglasses, Starbucks coffee, Nike shoes, Apple devices, etc. These products are personal to us, they make us feel a certain way and they reflect how we see ourselves in society if not some of our inner most values.

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Specialization: If All You Have Is a Hammer…

October 20th, 2014

JIM CASSANDRO

Specialization can be, well, quite special. At its best it can indicate status and mastery over information—like being the most knowledgeable member in a particular field—or even over nature—where a specialization to one’s physical environment allows for perfect niche exploitation.

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The Ultimate Brand 2.0: YOU.

October 13th, 2014

CHRISTOPHER NAGLE

“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
– 1997 Tom Peters  Fast Company

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Ads, Ads Everywhere!

October 6th, 2014

ERIC BRALL

We all know that advertising is all around us, and sometimes it seems inescapable. Although experts are unable to agree on an average number, it’s safe to say that at the minimum, the average American sees hundreds of advertisements per day.

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Top 5 Customer Service Facts For Marketers & Brand Builders

September 29th, 2014

FRANK SCHAB

Everyone should be aware of the adage that it costs 6-7 times more to acquire a new customer than it does to retain an existing one.

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Using Sensory Cues to Overcome Risk Aversion and Encourage Brand Trial

September 22nd, 2014

MERCEDES CIMINO

What do buying a jar of peanut butter and bungee jumping have in common?

They’re both risky propositions. It’s true, a jar of peanut butter is a risky proposition. When I was growing up, my parents’ philosophy was that generic was as good as branded food. “Why pay for advertising?” they would ask.

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The Importance of U and I

September 15th, 2014

PATRICK HARRIS

What is UI?

User Interface Design – it is everywhere. We use it every day to navigate, research and formulate opinions… and most of the time we don’t even
realize it.

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