Insights Archive

Brand Strategy

Cognitively, I’m a one-trick pony. I look for connections, analogs, precedents in everything I’m studying or evaluating—even enjoying. It is how I am now wired. Movies. Novels. Comedians. Cereal Boxes. Where are the antecedents? Who…

Leading the evolution: Why rebranding is vital for trade associations in changing industries

Having worked closely with the Alliance for Automotive Innovation to help transform their brand, I’ve seen firsthand how critical it is for trade associations to evolve in response to industry shifts. When the automotive industry…

Takeaways from NVTC’s govcon talent acquisition event

Just like the commercial tech industry, attracting and retaining top talent for government contracting (GovCon) is a necessity for sustainable growth, not to mention, innovation when it comes to national defense. This was the focus…

Brand therapy: Uncover and unleash your brand archetype

Is your brand having an identity crisis? You’re not alone. B2B brands often find themselves struggling to stand out in a crowded market. And while there may be plenty of short term fixes, the best…

Design

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Have you outgrown PDF brand standards? 8 reasons to take them online

Have you outgrown PDF brand standards? As your brand grows, so do the challenges of maintaining consistency across teams, channels, and partners. For years, PDF brand standards were the go-to solution for documenting and sharing…

Building a better B2B website: Overcoming common challenges

Understanding your audiences: The foundation of website success Every successful website starts with a sound strategic plan focused on understanding your audience. At Grafik, we emphasize developing detailed website personas and mapping out user journeys…

The crucial role of user experience (UX) in B2B marketing

In the fast-paced digital world, it’s a battleground for the attention of potential clients. Among the competition, one key factor arises as a driver of success: User Experience (UX). It’s importance in B2B marketing can’t…

Why website accessibility should be part of your DE&I agenda

In the previous segment of our Web Accessibility Standards series, we delved into the significance of website accessibility and its profound impact on user experience. In this installment, we’ll dig deeper and explore a set…

Marketing

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Marketing for growth: how to thrive in 2025

Last month, my colleague Tanya Nazarian and I had the opportunity to join the Northern Virginia Tech Council’s Marketing & Growth panel for a lively discussion on how marketers can adapt, grow, and thrive in…

What’s going on with TikTok?

Time was running out for one of the most popular apps in the United States. With a national ban looming, the fate of TikTok—a social media app that allows users to create, watch, and share…

Creative ways for B2B brands to leverage experiential marketing

Experiential marketing is often associated with consumer-facing brands, but B2B companies can also tap into its power to build deeper connections with clients and prospects. By focusing on unique, interactive experiences, B2B brands can differentiate…

Building a “lingua franca” for creativity and business

At this year’s Stratfest, curated by the national advertising agency industry association 4A’s, the overarching theme was “Lingua Franca” — a powerful metaphor for a shared language that connects diverse stakeholders in marketing, advertising, and…

Culture & Events

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Beyond the revolving door: Crafting a culture where employees thrive

Every company has at one time, or another, faced the inevitable turnover of employees. This change sends waves through our teams, our processes and even our client relationships. Over our 45-year history, Grafik has not…

Juneteenth 2021

Grafik will be closed Friday, June 18 in observance of Juneteenth. During this annual commemoration of the end of slavery in the United States, we are encouraging staff to learn, celebrate and reflect upon how…

Inclusive design considerations

At Grafik we have always been committed to having inclusive representation in our creative. But after witnessing the horrific murders of Black men and women at the hands of police and the subsequent Black Lives…

The art of the socially distanced sales center

Episode Summary: Despite soaring numbers associated with COVID19, the future of real estate is looking bright. I know what you’re thinking. Given the nature of COVID, how could real estate be doing so well? The…

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