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government computer news

Borenstein Group, B2G Digital Branding Agency, Named Winner in Summit Creative Awards 2020 International Competition

September 8, 2020 by Gal Borenstein Leave a Comment

The Borenstein Group, a top B2G Washington DC digital branding and marketing agency is pleased to announce it was named a top winner in the 2020 Summit International Creative Award competition for its creative work for the B2G overall rebranding of formerly AECOM Management Services into the newly launched Amentum in 2020. This recognition was selected after reviewing more than 4,100 submissions from 27 countries.

Mr. Gal Borenstein, Founder and CEO of Borenstein Group, stated: “We are proud of the strategic partnership we have forged with our client, Amentum, that resulted in branding excellence and honored to have been part of their journey to success.”

The Summit Creative Award recognizes and celebrates the creative achievements of small and medium-sized advertising agencies worldwide with annual billings under $30 million. Celebrating its 26th year, the Summit Creative Award has firmly established itself as the premier arbiter of creative excellence for firms of this size and has become a coveted honor. This year’s panel of esteemed international judges included professionals representing the following countries: Australia, Brazil, Canada, Germany, Iran, Italy, Kazakhstan, Sweden, Taiwan, United Kingdom, and the United States.

Summit International Awards 2020 Borenstein Group Top Washington DC Branding and Marketing Agencies Wins TOp Award for Rebranding B2G Defense and Aerospace Leader 09 05 2020

Entries in 13 major categories are judged against a stringent set of standards. During its blind judging (entering company names withheld) the Board of Judges search for and identify innovative and creative concepts, strong executions and user experience, and the ability to communicate and persuade. Winners were selected in a wide range of categories from print and broadcast to, online advertising and social media.

 

“Winning a Summit Creative Award is a significant accomplishment in one’s career. With vetted judges, tough judging criteria, two-phase blind judging processes, and strict bylaws limiting winners, only deserving entries receive recognition.” Said Jocelyn Luciano, Managing Director for the Summit International Awards. “The creative work this year was outstanding.  Watching the judges debate the details of individual entries in the run-off for the tops spots was inspiring.”

This year’s creative competition included companies from the following 27 countries: Australia, Austria, Belgium, Bulgaria, Canada, China, Denmark, Germany, Greece, Hong Kong, India, Republic of Korea, Kuwait, Malta, Mexico, Netherlands, New Zealand, Nigeria, Poland, Singapore, South Africa, Spain, Sweden, Taiwan, United Arab Emirates, United Kingdom, and the United States.

The Summit Awards organization was founded in 1994.  Annually it conducts the Summit Creative Award, the Summit Marketing Effectiveness Award, and the Summit Emerging Media Award.  Additional information about the Summit International Awards organization, its competitions, and winning firms can be found on the SIA web site at www.summitawards.com.

Website: www.summitawards.com
Twitter
: @summitawards
YouTube: http://www.youtube.com/SummitInternational
Facebook: https://www.facebook.com/summitawards
Pinterest.com: http://www.pinterest.com/summitawards/

 

About The Borenstein Group

The Borenstein Group is Washington DC’s Top Digital Marketing & Branding Agency for B2B and B2G 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.

 

Filed Under: Press Release, Borenstein Group News, Industry News Tagged With: B2B, B2B Marketing, b2g, b2g advertising, b2g marketing, borenstein group, defense and aerospace branding, defense and aerospace marketing, Digital Branding, federal marketing, government computer news, it marketing. high tech marketing, marketing to the government, public sector marketing, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc strategic communications agencies, washington dc top digital marketing agencies, washington dc top public relations agencies

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

Public Sector Branding Fundamentals Primer

August 4, 2017 by Gal Borenstein Leave a Comment

Building or maintaining a strong brand should be an important short and long term revenue goal for your company. Especially in a recession. But for many federal contractors, the time, attention (and money) dedicated to this initiative fall short. The reasons for this are many and range for too much emphasis on set-aside status, to a desire to make marketing materials look and sound like other industry players. For example, many small government contractors want their marketing materials to sound like Lockheed Martin or Leidos, but of course, don’t have the marketing budgets of the big boys.

According to the American Marketing Association (AMA), a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Often beginning with a Positioning Statement, a core objective of developing a strong brand is to clearly answer the following questions:
  • What is unique about my organization or brand in the context of the industry as a whole?
  • Which of these factors are most important to my clients and prospects?
  • Which of these factors are most difficult for your competitors to imitate?
  • Which of these factors can be most easily understood by my prospects?
There are four key rules of branding. These apply to companies serving both the commercial and federal sectors:
  1. For the brand to be effective, it has to be unique.
  2. For the brand to make an impact and be memorable, it has to be clear and compelling.
  3. For the brand to generate revenue, it has to foster a sense of ownership by my clients, partners, and employees.
  4. For the brand to be credible, it must be believable.

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, b2g, b2g marketing, borenstein group, Digital Branding, Digital Marketing, federal marketing, government computer news, it marketing. high tech marketing, Public Relations, Strategic Communications, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

How to Choose a Marketing Communications Agency Partner

August 4, 2017 by Gal Borenstein Leave a Comment

There are some great marketing agencies out there. Depending on where you live, you probably have a decent selection of highly-regarded firms. But just because you pick a great one doesn’t mean you’ll have a stellar experience. Before you forge ahead with an agency, here are four essential ingredients you’ll need on your end:

1. Commitment to the value of marketing. Your corporate leadership must be dedicated to the potential ROI of strategically-sharp, masterfully-implemented programs. If the commitment is not there at the highest levels, even the best agencies can’t reach their full potential.
2. Availability of senior management and key team. This ties in closely with #1. Cooperation and input, starting with the top, is essential. Willingness to share details like the sales process, close ratios and programs that have worked may be required. If the vast majority of marketing efforts and mindshare is relegated to a junior level staffer, the agency won’t have the visibility they need to win.
3. Trust. This doesn’t mean free reign, but you’ll need a degree of hands-off management to let the agency succeed. The best agencies provide a mix of solid project management and exceptionally creative. If you’ve selected one that fits the bill, give them room to achieve results.
4. A strong internal liaison. This person needs to be a hustler, understand the value of their role and yours, and have a direct line to your decision makers. They also need to be secure enough to admit when they don’t know the answer and straight shoot with both the agency and senior management.

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, b2g, b2g marketing, borenstein group, Digital Branding, Digital Marketing, federal marketing, government computer news, it marketing. high tech marketing, Public Relations, Strategic Communications, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

How to Produce Effective White Papers for Public Sector Marketing (B2G)

August 1, 2017 by Gal Borenstein Leave a Comment

In Business to Government marketing, the virtues of white papers are well known. Government buyers don’t buy from direct marketing campaigns. They buy based on educational materials and logical case studies that can be used as foundational concepts to build out their procurements and programs. But alas while it sounds easy, the deployment strategy too often goes off course. Many white papers become semi-sell sheets posing as white papers. When this falls short, lack measurable results are sure to follow.
A successful B2G white paper distribution strategy really only requires five steps:
1. A marketable topic that provides important content to potential buyers.
Just because your engineers are excited about a technology doesn’t mean this topic will generate enthusiastic readers. Research your topic and make sure you’re really filling a market niche and supplying needed content. If this step is not dead on, how can the program be successful?
2. Structure and content that delivers on the promise of valuable information.
This step can do one of two things. It can build on the credibility of the company that develops the white paper. Or it can damage your company’s credibility if the reader goes to the trouble to download your data, only to find the information is poorly organized, badly written, and/or hopefully week on good content. There’s a middle ground in there too, but that falls short of motivating the prospect to do business with you.
3. Visual appeal that contributes to the positive perception the reader has of the company.
White papers are marketing pieces and should fit with the overall corporate brand. Charts, graphs, screen captures and other visual depictions should be handled by an experienced graphic designer, as should all parts of the white paper. Not everyone who can design a white paper should design a white paper. After all, you want this document to be read by your audience. Visuals are important.
4. A distribution strategy of reaching potential buyers, customers, etc.
Writing the white paper is the easy part. Really. As difficult as it can be to extract important information out of your subject matter experts and convince your C-suite and peers that you’re not giving away trade secrets at every turn, the most difficult part of any white paper strategy is distribution. Take the time and allocate the budget to do this step properly. Before you embark on developing the white papers, research white paper search and syndication services, as well as more niche-focused services.
Also, determine how you will continue to nurture those leads once they are in your pipeline.
5. Benchmarking and measurement methods to determine and define success.
Before you begin, determine what success looks like. Realistically. Is it the number of qualified downloads, qualified additions to your social media, marketing database, inbound leads, search engine optimization, synergy with a PR program, etc.?
Want to learn more? Contact The Borenstein team to learn how to make your white papers a strategic marketing asset.

Filed Under: Advertising, Branding, Creative, Public Relations, Strategy Tagged With: B2B, B2B Marketing, b2g, b2g marketing, borenstein group, Digital Branding, Digital Marketing, federal marketing, government computer news, it marketing. high tech marketing, Public Relations, Strategic Communications, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

How Unique is Your Federal Contracting Brand?

July 1, 2017 by Gal Borenstein Leave a Comment

We’ll be the first to tell you that revenue generating initiatives are of greater value in a down economy than branding efforts. But federal contractors are different. Generally speaking, they tend to lack the strong brand identity and recognition of their commercial sector counterparts. Only, unlike their commercial counterparts, successful government contractors, with a greater immunity to the recession, can afford to make the investment in the brand building now.

But why should contractors turn their attention to branding now? Because the industry—which is already awash in tech firms, professional services firms and goods and service providers—is getting more and more competitive every day. New players are entering the fray by the minute. The contractors that have been there and done that need to raise their profile and build their brand if their long term goals include growing their business.
Let’s revisit our first of four principles: For a brand to be effective, it has to be unique.
This means the brand must be distinctive from the others in your playing field, which, unless you’ve carved out a very distinct niche, is probably pretty crowded. Occasionally we have clients approach us to say they want to create in impression on the market that “we aren’t like all the other beltway bandits.” Bravo. We love those people because they get it and because it’s job security for us. And because it’s sound marketing strategy.
If, by contrast, your branding strategy is to find out what the best-known and most successful competitors say and look like, and emulate them, expect muted results. Yes, federal buyers are notoriously risk averse and make the safe choice. But you can communicate to your audience that you’re safe while making a distinct and lasting impression.
So ask yourself, what’s unique and superior about my company? Hint: the answer is not your disadvantaged status. Trust me, you’re not the only 8a or woman-owned small business in town.
When you determine what those differentiators are, you are on your way to a value proposition. Now ask yourself how you’re communicating that to the marketplace at every step along the way in the sales cycle.

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, b2g, b2g marketing, borenstein group, Digital Branding, Digital Marketing, federal marketing, government computer news, it marketing. high tech marketing, Public Relations, Strategic Communications, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

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  • 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.

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