Alchemy Lab Notes

Creative is a Process

[fa icon="calendar'] 10/15/15 10:45 AM / by Mark McGovern

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"Give that to someone creative, I’m not a creative person." We hear that around the office all the time, right? Well stop it—it's a cop-out. Creativity is a form of problem solving and all of us do it all day long. One of the biggest challenges I find is many of us simply don’t have the patience for it. After all, solving problems can be tough work. It's supposed to be.

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The Difference Between Vision, Strategy and Tactics

[fa icon="calendar'] 8/28/15 9:51 AM / by Kirk Arnold posted in Brand Strategy

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Let's keep today's lesson short. People get vision, strategy and tactics confused all the time, but the differences are pretty simple really:

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Content Marketing: Staying True to Your Brand

[fa icon="calendar'] 8/17/15 11:40 AM / by Laura Neitzel posted in Brand Storytelling

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There is a Niagra-Falls-sized torrent of content inundating me every day. I know I can’t keep up with reading or watching even the content I’m interested in—so, as someone who creates content, it can feel like a fool’s errand to try to get anyone else’s attention. How do brands get attention and stay front and center in the mind of their consumers? The branding cognoscenti say “content marketing.”

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Discover Where DART Can Take You

[fa icon="calendar'] 7/21/15 8:07 AM / by Rasika Reddy posted in Alchemy News

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We are thrilled to announce the launch of DART’s new campaign, DARTable Gems. This integrated public awareness campaign will be seen on DART buses, trains, digital ads and social media channels to direct users to a website where they can explore some of the cool places you can get to via DART.

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Google is changing the game again

[fa icon="calendar'] 4/22/15 12:03 PM / by Laura Neitzel posted in Digital Marketing

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Is your website mobile-friendly? As of yesterday, it had better be if you want it to rank higher in the search engines than your competition. Google just implemented sweeping changes to its search algorithm to give mobile-friendly websites a boost on smartphones.

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3 Lessons from 2014 Marketing Fails - Lesson #3

[fa icon="calendar'] 2/16/15 3:41 AM / by Jonathan Armstead posted in Marketing Strategy

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In marketing, one of the most important things to do is listen.

Not only should we listen to what our customers are saying, we also need to hear other perspectives. It’s easy to misinterpret any of the ever-changing trends that present themselves every day. Sometimes a brand relies a little too heavily on the internal insights of its marketing team, and not enough on…well…reality.

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3 Lessons from 2014 Marketing Fails - Lesson #2

[fa icon="calendar'] 2/9/15 3:50 AM / by Jonathan Armstead posted in Marketing Strategy

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Twitter, as some brands have found out, can be a dangerous game. While it has the potential for great moments for your brand, if not properly utilized, it can be devastating. The internet never seems to forget. Read More [fa icon="long-arrow-right"]

3 Lessons from 2014 Marketing Fails - Lesson #1

[fa icon="calendar'] 2/2/15 3:46 AM / by Jonathan Armstead posted in Marketing Strategy

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With 2014 officially in our rear view mirror, we look back on the year in marketing. While there were many successful campaigns and memorable media moments, there also were attempts that not only fell flat, but completely missed the mark. Read More [fa icon="long-arrow-right"]

A Good Brand Story Never Dies

[fa icon="calendar'] 1/16/15 8:05 AM / by Laura Neitzel posted in Brand Storytelling

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There’s a reason that a good story never dies. Stories are more interesting to listen to, easier to remember, and more likely to make an emotional impact than any string of authoritative but dry-as-a-bone facts. And what your brand wants to do is be memorable and relatable.

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Why Your Why Matters

[fa icon="calendar'] 12/9/14 9:49 AM / by Mark McGovern posted in Marketing Strategy

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We are big fans of Simon Sinek, the bestselling author of Start With Why: How Great Leaders Inspire Everyone to Take Action.

If you haven’t read his books or seen one of his TED talks, they are well worth your time. In his influential "Start With Why" TED talk, he explains the "Golden Circle," which is pretty simple:

"People don’t buy WHAT you do, they buy WHY you do it."

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