Long & Short of It

Strategic plans are exciting. But turning them into action can be a challenge. We worked with an organization that had a bold plan for the future, but the big question was: Now what? How do you take high-level goals and make them real for hundreds of employees across different teams? They needed engagement, action, and energy—but the path forward wasn’t clear…yet. Over six interactive sessions, we helped teams bring each strategic pillar to life—not through meetings, but through dynamic workshops packed with activities that sparked real ideas. One of our favorites? Wild Idea. ?Group 1 dreams up something completely outrageous. ?Group 2 refines it into something more doable. ?Group 3 takes it up a notch. It’s a little wacky, a lot of fun, and—most importantly—it works. By the end, leadership walked away with real, actionable strategies and tactics, and employees felt like an active part of the process. They could now start to implement! How do you make strategy real for your team? Let’s hear it.

Does your brand need a refresh? If it’s been several years since your last update, it might be time to reassess. A refresh doesn’t mean a new logo—it’s about modernizing your brand while staying true to its core. Signs it’s time for a refresh:? ???Declining sales or stagnant metrics? ???Competitors gaining ground? ???Messaging that no longer resonates Start with an audit to assess where your brand stands today vs. where you want to be. With insights from your team, customers, and the market, you can determine whether a simple refresh or a complete rebrand is necessary. The most important part? Activation. Without bringing your updated brand to life across your marketing efforts, it’s just another document gathering dust. So, is it time for a brand evolution? Let’s talk. #branding #branddevelopment #marketing #marketingstrategy

???It’s a New Service – Marketing Advisor??? Over the years, we’ve heard a common theme from clients:?“I wish I had someone to just talk this through.” Sometimes, you don’t need a big team or a massive project—just a couple of experienced marketers to share ideas, answer questions, or validate your next move. That’s where this idea started. And today, it’s a full-fledged service designed for just that purpose. No fluff, just clear, actionable guidance to help you achieve your goals. Want to learn more? Link in comments. #marketingstrategy #marketingadvisor #marketing

A project or engagement starts with one simple question: "What's the objective?"???Why? Because knowing where we're headed makes all the difference. It’s a roadmap for success. And here's the real magic: clarity doesn't just improve the quality of the work, it also brings the team together. Picture everyone rowing in the same direction, each paddle contributing to the shared goal.???♀??And when things get bumpy? Simply consult the map, realign, and keep moving forward. So, before you jump in, take a breath and ask yourself: what's the objective? It's the secret sauce to making every project a success.? #strategy #objective

Have you signed up for our newsletter? You should! Why? 1?? We only send it every month (or so).? 2?? You get to read our thoughts on some topics related to marketing and branding.? 3?? You get to see some really fun holiday ads in December.? 4?? You’ll remember we exist.? 5?? You like us. Click the link to sign up.?You won’t be sorry.??? https://lnkd.in/gSQ4VrY3

Yesterday was National Ampersand Day! This little symbol packs a powerful punch. To us, it’s not just punctuation—it’s our logo and philosophy. The ampersand connects, adds, and amplifies, which is exactly how we strive to work. It’s a reminder that we’re always looking for the “and” in every situation—the opportunities to collaborate more, explore new ideas, and find better solutions. Whether it’s Sue & Dean, L&SOI & our clients, L&SOI & agency partners, the ampersand embodies our commitment to doing more and being more. Today, let's all embrace the power of “and.” What are you adding to your life today? Let’s celebrate by connecting, collaborating, and making things better together. #NationalAmpersandDay #Teamwork #Collaboration

Digital marketing is great…in many cases. But, there are all types of marketing beyond digital. When it's time to allocate your marketing budget, don't just go digital by default! Take a moment to consider that there are other avenues to explore. It's not about the medium; it's about your objectives. Understand your goals and audience before deciding on the best strategy. Strategy first – tactics later.??? #MarketingStrategy

We spend a lot of our time writing brand platforms for clients. So, what is a brand??????♀? A brand is what people feel about your product, service, or organization. It's a mix of logic and feelings. Think about how we say "Kleenex" instead of just "tissues," or how we "Google" things instead of just searching. Your brand should really speak to your target audience and mean something to them. It's all about staying true to what you stand for - your mission, vision, and values. Basically, it's about doing what you say you'll do and doing it consistently across every interaction, communication channel, and decision you make. #branddevelopment #brand

Are there statements that you find yourself saying over and over at work? We have a bunch that we find ourselves repeating all the time. Here they are and a little bit on why we say them. ??What else should we know?? This is used toward the end of a call or research interview to get the real story. It helps people open up and share what we may have missed through our questions. ??More sales is not an objective Yes, we all want more sales, and now we need to define that a bit more. With what target audience, product, geography. More sales is the outcome of a successful strategy. ????Hope is not a strategy It’s great to have hope and faith, but a strategy works a lot better. ???Everything starts with a conversation It is the beginning of everything. Email is great for certain things, but the conversation is a necessity (and more fun). ??We aren’t marketing for marketing’s sake Let’s make sure we are working toward an objective so our marketing is accomplishing what we want. ???Rachel Kayza, Align Agency #marketing #business #strategy

Know Your Target Audience You may not be your target audience, but you must recognize who they are. Don't choose a 20-something model in an ad targeting 45-64-year-old women. Getting into their minds takes time, but it's worth it. See your audience in action - observe them using your product and ask follow-up questions. Conduct primary research with them and review secondary research on them. Knowing your audience is key to presenting your brand in a way that resonates with them. Take the time to truly understand them. Only then can you market effectively. It seems obvious, but without conscious effort, it's easy to miss the mark.?? #marketing #targetaudience