• Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • 703-385-8178
  • Strategic Partners
  • Press Releases

Borenstein Group

Washington DC’s Expert Top B2B|B2G Digital Branding Agency

  • Who We Are
    • About Us
    • Market Expertise
    • Clients
    • Client Testimonials
    • Strategic Partners
  • What We Do
    • Full Service
    • Our Process
    • Digital & Interactive Branding
    • Strategic Marketing
    • Public Relations & Online Reputation Management
    • Branding And Awareness
    • Employer Branding
    • Social Media
  • Clients
  • Our Work
  • Blog
  • Contact Us
    • Request A Proposal
    • Careers
    • Internships

Stevie Awards

Top 5 Tagline Tips: How to Create the Brand Experience in 5 Words or Less

August 8, 2017 by Gal Borenstein Leave a Comment

“Just do it.” “I’m Lovin’ it.” “Rethink Possible.” “The Ultimate Driving Machine.” Do these phrases sound instantly familiar? So familiar, in fact, that you immediately envision the product, you imagine the sensation, you taste the sweat and smell the Big Mac, you grip the wheel with your dream hands and stamp down on the accelerator. You experience the brand – all thanks to a few simple words. That’s the power of a great tagline.

Many people may assume that since typical taglines use just a few short, crisp words, a great tagline should be fairly easy to create. Fewer words, less trouble, right? For those of us who make a living one letter at a time, nothing could be further from the truth. Crafting an impactful tagline involves many steps, from researching the product to identifying strengths and weaknesses of the competition to learning the likes and dislikes of the target audience. Plus, tagline creation requires a comprehensive command of the subtleties of language, an ear for poetry, and an eye for design. Here are a few great tips to use when creating a tagline for a company, product or brand:

  1. Make it Memorable: It sounds easy, but the most important factor to consider is that in addition to the brand name, the tagline captures the minimum information that consumers need to know about a product or company. The only information a consumer has access to when they are not face-to-face with the product, is what they have stored about it in their heads. Short, concise phrases that capitalize on existing idioms or conventions of speech are always great places to start.
  2. Keep it Modern: Just like fashion or interior design, language has cycles in which certain words, grammatical conventions and patterns of speech become more popular and more commonly used. Today, with the prevalence of social media, there is a trend toward casual and conversational tones in nearly all writing outside of academia. You can see it overtly in blogs and tweets, but it’s even present in journalism and editorial work. A tagline of today should capitalize on this informal tone – the brand and the consumer can speak on the same terms.
  3. Add Aural Appeal: Taglines love great rhymes. With clear rhythm, meter and time, good lines stay stuck in the mind. Alliteration packs a powerful punch. Plus, repetition is a really, really, really relevant tool. Lame language games aside, infusing aural appeal – or highlighting the sound, not just the meaning of the word – can be a very effective tactic in tagline creation.
  4. Ignite the Imagination: The tagline is a conceptual piece. A tagline that relies on nebulous or conceptual language is much more likely to inspire new ideas and stimulate the imagination than one that uses declarative language to describe precise details of the brand. A good tagline should take risks, should be open to interpretation and should entice the mind, without shifting focus away from the brand, or mixing up the message. Don’t be afraid to break the rules.
  5. Trademark It: During the ideation process, it’s important to check each tagline concept thoroughly on Google and USPTO.gov. It can be quite a disappointment (and legally tenuous) if you’ve developed fantastic messaging around a tagline someone else owns. If there’s no record of the tagline in existing patent files, the word or phrase can be trademarked – then it’s yours.

 

Finally, keep in mind that taglines are temporary. Each tagline should reflect the current moods and market trends. If you continue to strive to develop new tagline ideas based on these easy principles, your brand will stay relevant, captivating and profitable.

For more information on branding strategies in the B2B and B2G arenas, please give us a call at 703-385-8178, or visit our Contact Us page.

Do you have any tagline tips you’ve used in the past? How does the tagline play into your current digital marketing efforts?

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, B2B Metrics, b2g, b2g advertising, b2g marketing, borenstein group, Brand Power, branding, Digital Branding, Digital Marketing, Facebook, federal computer week, federal marketing, gal borenstein, Gold Stevie Awards, Google, govcon, government computer news, Government contracting, govwin, International Award, International Business Awards, it marketing. high tech marketing, lead generation, Marketing App, Marketing Awards, marketing to federal government, marketing to the government, Metrics, Mobile App Awards, Mobile App Development Awards, Mobile Marketing App, Public Relations, SEO, Small Business, small business marketing, Social Media Analytics, Social Media App, Social Media Awards, Social Media Marketing, Stevie Awards, Strategic Communications, technology advertising, top advertising agencies washington dc, top interactive agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top public relations agencies, Web Analytics, World's Best Mobile App

This Year’s Top Trends and Tips for B2B Content Marketing

January 30, 2013 by Gal Borenstein Leave a Comment

Content marketers in the B2B space know that the game is always changing. First, it was all about the blog, then Facebook ruled. Now, case studies and video content are each surging in popularity and importance. Recently, MarketingProfs along with the Content Marketing Institute released a fascinating study of “The State of B2B Content Marketing In North America,” with loads of great insight into the content tactics top B2B marketers are using to raise brand awareness and generate new leads. Let’s take a look at some of the highlights:

  • 91% of B2B marketers rely on content marketing as the central component in their integrated approach. That other 9%? Well, we probably haven’t heard of them anyway.
  • Social media takes the cake as the top tactic for B2B marketing, with 87% of survey respondents citing it as a primary focus. The top 30% of effective tactics are all digital. Web articles, videos, case studies, blogs, all direct email marketing all ranked in at 70% or higher. Games/Gamification is a newcomer to the list, but at 11% definitely indicates a trend toward interactivity as a lead gen tool.
  • LinkedIn rules the roost when it comes to social media channels that B2B markets identified as most effective outlets to distribute content. The use of LinkedIn is up almost 8% from 2011 with 83% or respondents referencing it at the top spot. In a lot of ways, this makes sense. B2B marketing is often a matter of appealing directly to decision makers. LinkedIn is where the decision makers dwell. In fact 59% of respondents tailor content to directly appeal to individual decision makers.
  • In the past year, the use of videos as a B2B marketing tool has increased by almost 20%, with 70% of respondents listing video as a primary tactic. (Check out this Borenstein-produced video created for a client in the defense-aerospace sector)
  • Good news for content creators: 54% of respondents say they intend to increase their content marketing budget in 2013. That means the focus on content as a B2B brand promotion and lead gen source will only intensify over the coming year. Also, it’s the small companies that will be spending a larger percentage of total marketing budget on content. Micro biz (less than 10 employees) is expected to spend 42%, while big business (1000+ employees) will top out at only 24%. So, keep those keyboard fingers nimble!

For most marketing professionals, the biggest challenge in content marketing is simply keeping up with the demand for new, meaningful content. And It’s not enough to produce quantity – quality content is still king. If you’re considering ways to improve B2B content marketing efforts for your business, or you’ve got great ideas of your own, we’d love to hear from you. Check out our Contact Us form, or give us a call at 703-385-8178.

Filed Under: Advertising, Branding, Creative, Public Relations, Social Media, Strategy Tagged With: B2B, B2B Marketing, B2B Metrics, b2g, b2g advertising, b2g marketing, borenstein group, Borenstein Group 18th Anniversary, Brand Power, branding, Digital Branding, Digital Marketing, Facebook, federal computer week, federal marketing, gal borenstein, Gold Stevie Awards, Google, govcon, government computer news, Government contracting, govwin, International Award, International Business Awards, it marketing. high tech marketing, lead generation, Marketing App, Marketing Awards, marketing to federal government, marketing to the government, Metrics, Mobile App Awards, Mobile App Awards. Digital Marketing Award, Mobile App Development Awards, Mobile Marketing App, Public Relations, Ragan Award Nominee, Ragan Best Mobile App 2012 Award, Ragan PR Awards, Ragan PR Daily, SEO, Small Business, small business marketing, Social Media Analytics, Social Media App, Social Media Award. Ragan Digital Marketing Awards, Social Media Awards, Social Media Marketing, Stevie Awards, Strategic Communications, technology advertising, Top 500 Agency Ad Age, top advertising agencies washington dc, top interactive agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top public relations agencies, Web Analytics, World's Best Mobile App

Better Inbound Marketing Results: How to Fish for Leads in 2013

January 29, 2013 by Gal Borenstein Leave a Comment

 

In the sea of small business, the fish are hungry. Getting them to bite is easy with the right bait. Check out this new Borenstein infographic to learn more about the sea of digital inbound marketing, and a catch a few great tips on how to generate leads using digital strategies. For example:

  • 67% of B2B companies surveyed earned new business through Facebook
  • 61% of B2B companies converted leads using LinkedIn
  • 63% of B2B companies used blogs to earn new business
  • 53% used Twitter to connect and converse with potential clients
  • 85% of respondents feel that blogs are useful, important or critical to earning new business.

This shows that inbound marketing (blogs, SEO, Social Media) far outweighs outbound marketing (direct mail, trade shows, telemarketing) when it comes to ROI on marketing dollars.

Organizations that rely predominantly on inbound marketing report a 62% lower cost per lead than organizations that focus solely on out-bound marketing.

Ready to bite? Give us a call at 703-385-8178 or visit our Contact Us page for more information on how the Borenstein Group team can help your business hook new leads through smarter digital marketing strategies.

Filed Under: Creative, Infographics Tagged With: B2B, B2B Marketing, B2B Metrics, b2g, b2g advertising, b2g marketing, borenstein group, Borenstein Group 18th Anniversary, Brand Power, branding, Digital Branding, Digital Marketing, Facebook, federal computer week, federal marketing, gal borenstein, Gold Stevie Awards, Google, govcon, government computer news, Government contracting, govwin, International Award, International Business Awards, it marketing. high tech marketing, lead generation, Marketing App, Marketing Awards, marketing to federal government, marketing to the government, Metrics, Mobile App Awards, Mobile App Awards. Digital Marketing Award, Mobile App Development Awards, Mobile Marketing App, Public Relations, Ragan Award Nominee, Ragan Best Mobile App 2012 Award, Ragan PR Awards, Ragan PR Daily, SEO, Small Business, small business marketing, Social Media Analytics, Social Media App, Social Media Award. Ragan Digital Marketing Awards, Social Media Awards, Social Media Marketing, Stevie Awards, Strategic Communications, technology advertising, Top 500 Agency Ad Age, top advertising agencies washington dc, top interactive agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top public relations agencies, Web Analytics, World's Best Mobile App

Borenstein Group Named Best Mobile App Finalist In Ragan PR Daily’s Digital PR & Social Media Awards 2012

November 1, 2012 by Gal Borenstein Leave a Comment

FAIRFAX, VA – The Borenstein Group is proud to announce that it has been nominated as Best Mobile App Finalist in the Ragan PR Daily’s Digital PR & Social Media Awards 2012. The Borenstein Group’s app, “Turtle or Soup: Survival of the Smartest,” is a fast-paced racing game that teaches players how to use social media and digital marketing strategies to improve return on investment. The app has already brought home multiple national and international awards this year.

The Ragan Awards competitions are the most prestigious in the PR and corporate communications industry. With nearly 800,000 readers monthly, Ragan’s popular news sites are followed by communications professionals in every country in the world, with nearly 600,000 daily readers in North America alone.

Ragan PR Daily received submissions from hundreds of entries to the inaugural annual awards event, from in-house communications departments to PR and Marketing Agencies of all sizes from across the nation. The Borenstein Group was named finalist among industry PR icons such as Waggener-Edstrom, and Xivic Inc. Categories included Best Blog, Best Digital Marketing Campaign, Best Content Marketing, Best Website, Best Social Media Campaign and many more. Judges narrowed down the submissions to an elite group of finalists to be recognized at an award luncheon in New York City on January 24, 2012.

“We’re delighted to be honored with this exciting nomination,” said Borenstein Group President and CEO, Gal Borenstein. “Especially considering we were up against some of the brightest minds in app development in marketing today.”

The Borenstein Group’s app, “Turtle or Soup: Survival of the Smartest” is available for download on iTunes or the Android Marketplace. The action centers around Roi the Turtle, who represents small business, and Biggie the Rabbit, a greedy embodiment of big corporate competitors. Roi and Biggie race around Washington, DC landmarks in a head-to-head heat for marketing success. To win, Roi must collect social media icons, rocket boosters and coins – each important tools in smart marketing strategy. More information on Turtle or Soup is available at www.turtleorsoup.com.

“To us, marketing is always a competition,” added Borenstein. “You’ve got to go for the gold. In our app, Roi the Turtle is the classic underdog. But with hard work and smart strategy, he can overcome any obstacle to win the race.”

Ragan PR Daily is a trusted source of industry information for PR professionals and digital, mobile and social media marketers worldwide. The firm offers conferences, webinars as well as digital and publications. The firm’s parent site, Ragan.com, offers insight from distinguished contributors and boasts an expansive audience of communications professionals. For a full list of Ragan PR Daily’s 2012 Digital, PR & Social Media Award nominees, CLICK HERE.

 

Filed Under: Press Release Tagged With: B2B, B2B Marketing, B2B Metrics, b2g, b2g advertising, b2g marketing, borenstein group, Borenstein Group 18th Anniversary, Brand Power, branding, Digital Branding, Digital Marketing, Facebook, federal computer week, federal marketing, gal borenstein, Gold Stevie Awards, Google, govcon, government computer news, Government contracting, govwin, International Award, International Business Awards, it marketing. high tech marketing, lead generation, Marketing App, Marketing Awards, marketing to federal government, marketing to the government, Metrics, Mobile App Awards, Mobile App Awards. Digital Marketing Award, Mobile App Development Awards, Mobile Marketing App, Public Relations, Ragan Award Nominee, Ragan Best Mobile App 2012 Award, Ragan PR Awards, Ragan PR Daily, SEO, Small Business, small business marketing, Social Media Analytics, Social Media App, Social Media Award. Ragan Digital Marketing Awards, Social Media Awards, Social Media Marketing, Stevie Awards, Strategic Communications, technology advertising, Top 500 Agency Ad Age, top advertising agencies washington dc, top interactive agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top public relations agencies, Web Analytics, World's Best Mobile App

Primary Sidebar

Recent Posts

  • UpCity Digital Community Ranks Borenstein Group Among Top B2B Branding Agencies in 2022 March 11, 2022
  • The Manifest Names Borenstein Group Among Top Branding Agencies For Corporate Naming Development for 2022 February 7, 2022
  • Borenstein Group Named Among Top 25 B2G/B2B Brand Engagement Agencies in 2022 by Chief Marketer December 2, 2021

COA-Dowload

Footer

From our Blog

  • UpCity Digital Community Ranks Borenstein Group Among Top B2B Branding Agencies in 2022 March 11, 2022
  • The Manifest Names Borenstein Group Among Top Branding Agencies For Corporate Naming Development for 2022 February 7, 2022
  • Borenstein Group Named Among Top 25 B2G/B2B Brand Engagement Agencies in 2022 by Chief Marketer December 2, 2021

Borenstein Group

The Borenstein Group is a Washington DC’s Top Digital Marketing Agency for Integrated Marketing Communications. We develop Brand Strategy, Brand Design and Brand Content for emerging and market-leading IT, Professional Services, Federal Contractors, Business Services, as well as Public Sector markets.

As a stellar creative agency, with 25 years of experience, Borenstein is ranked at Chief Marketer’s Top 50 B2B Agencies, Clutch’s Top Digital Branding Agencies, Expertise’ Top Advertising Agencies, and Washington Business Journal’s Top Advertising Agencies the Washington DC region.

Get Results

Call us at 703.385.8178 x1 for a no-obligation strategic assessment of your digital brand.

Tysons Corner Headquarters:
8230 Leesburg Pike, STE 520
Vienna, VA 22182

 

  • Who We Are
  • What We Do
  • Clients
  • Our Work
  • Blog
  • Contact Us

Copyright 2022 Borenstein Group. All Rights Reserved. 

  • Borenstein Group Site Map
  • Legal
Go to mobile version