Brand in a Box™

A toolkit for businesses and organizations to use their own brand quickly and effectively in multiple media.

A toolkit for businesses and organizations to use their own brand quickly and effectively in multiple media.

The goal of Brand in a Box™ marketing and digital media resources is to offer the BEST, ready to use branding toolkit designed for customer success at a reasonable price.  A toolkit should include the graphics and information you need day to day for your own use, to provide to media partners and suppliers, and should definitely include industry standard files with the assets that can be used by media and design professionals to make changes as your business and the media landscape changes.



Cogitation offers three “Boxes” based on your needs, and your existing brand or logo assets.

  • ReFine – you have an existing logo, and the complete “native” files.  From $450.
  • ReCover – you have a logo or brand, but do not have the files.  (A professional graphic designer will re-create that from your existing materials — from a business card to a web logo!) From $700.
  • (Re)Imagine – you want new branding, or a complete refresh of existing graphics. From $950.

All “Brand in a Box” projects deliver:

  1. The “Native File” – Adobe Illustrator or Photoshop, with all layers and fonts.  (You may never open this yourself, but it is essential to your long term brand).
  2. The “Vector File” – EPS, or Encapsulated Post Script”.  Again you may never open this file, but it is a common format for many marketing and advertising media, and can be “scaled” to work from a business card to a billboard without compromising the quality.
  3. The “Web”
    1. JPEG – for web, email and social media.
    2. GIF and PNG – also common for email and social media.  Provided with “transparent” versions also if appropriate for your logo or brand.
  4. Black and White versions if requested.  Not all art can be represented well in black and white.
  5. A Brand in a Box reference sheet, including a list of the file types, the fonts used, and the colors used, described to be as consistent as possible across different media (print, online, apparel and speciality items).
  6. Assignment of all rights to client.

If custom fonts or art need to be licensed, those costs will be discussed after our initial briefing and before any work is begun. The file formats and sizes provided can be customized to meet your marketing and branding needs.

For additional information on branding, contact Kevin McCourt, use the “comment” link under the headline to this post, or read more in earlier posts below.

Google This: Mobile Search Changes Effective Today

temp.awesomeIf your business — especially in the upcoming tourism season — is one that customers and prospects are likely to search for on their mobile phone, you should take a few minutes and read at least one of these articles.

Or my summary.   :)

Here are two articles from Business Insider on the implementation of the new search groundrules.

Google is making a giant change this week that could crush millions of small businesses

What business owners think about Google’s plan to punish sites that don’t look good on mobile phones

And one, more technical, from Search Engine Watch:

Google “Mobilegeddon” Has Officially Arrived

Google changes the rules for mobile searches!

ListenIf your prospects are likely to search for you online with mobile, tablet or even desktop devices, the rules are changing.  Here’s a recap of the changes from Time via Fortune Magazine.

Do you remember taking Pass/Fail courses back in school?  Where “D” work and “A” work got the same “P” on your grade report?  The new Google Webmaster Tool  Mobile-Friendly Test is Pass/Fail.  It gives some feedback and suggestions.  From my reviews of sites and testing in the past two week, I think B+ is the threshold.

BEFORE: NOT Mobile-friendly.

Screen shot of test results BEFORE making changes.

Screen shot of test results BEFORE making changes.

Does it matter?  If most searches by your prospects are done from desktop, you might be okay, for a while.  If your prospects are in the increasing pool of “mobile-first” searchers, the new Google algorithm will definitely favor your “mobile-friendly” competitors.

As an example, I have taken the prior website and blog and tested.


In the “Cogitation Way”, I am working through the five steps of a marketing project.

  1. LISTEN.   There is a lot of press and a lot of hype about the change.  I reviewed as much as I could, making sure I considered the reliability of the different resources.
  2. THINK.  Consider the goals of the business website, which have changed since the inception of Cogitation in June of 2012.  Who is my audience, what do I want to communicate to them, when, and through what channels does my audience get information?
  3. PLAN.  Starting with a benchmark — aside from meeting the “Google Mobile-Friendly Test” — my goal is to have my content accessible and useful on mobile, FIRST.
    1. If I don’t like it on my iPhone, it’s not good enough.
    2. A second goal is to use a content management approach, rather than a web-builder approach.
    3. At the same time, I’m doing a little bit of online rebranding.  While the old domain will re-direct as the new spins up, you’ll find Cogitation at Cogitation.Marketing or Cogitation.Guru.
  4. EXECUTE.  That’s where I am today.
    1. Domains procured.
    2. Hosted WordPress Business account in place.  You’ll see several sister sites coming — next in the family is Lizzy‘s Beach Wear & Gear, Mary “Liz” has been working to have all of the new lines in an online market so customer can browse, hold or order online.
    3. Migrate.  This update is the first post on the new platform.  The prior content is being evaluated one at a time — for current relevance and for mobile-friendliness.
  5. REPEAT.  It’s a process!  I am my own client here, so taking risks, looking for the fine line between friendly and unfriendly — and learning it is a REALLY fine line.  Then finish updating Lizzy’s and client sites.

Question, suggestion and feedback are always welcome.  You can follow the blog, or just stop back once in a while.

Please do this — take the test.  The test itself is simple — enter your domain (or your competition’s domain :) . The results are quick and easy to read — PASS or FAIL.

AFTER: Mobile-friendly.  “Awesome”, says Google.

Here are the test results AFTER the execution of the initial planned changes.

Here are the test results AFTER the execution of the initial planned changes.




Max Marketing – It’s YOUR Reputation!

It’s Your Reputation … Audience Engagement Through Media
The Cottage Cafe | Bethany Beach
Thursday, March 19th | 4:00 p.m. 
BFACC Members — sign up today!
Session 2 of the 2015 series — a great lineup of presenters in a great location.  Join the Bethany Fenwick Area Chamber of Commerce, presenting sponsor Delaware Wave, and host Cogitation.
Media is changing rapidly, and prospective and existing customers, your audience have instant access to information and reviews.  Businesses have less influence on their message.  Tom Neville, owner of The Cottage Cafe, will discuss Trip Advisor and how to aggressively manage your reputation.  Katie Goerger, Communications Manager of the Chamber, will focus on maximizing “Likes” on Facebook and Alyson Cunningham of the Delaware Wave addresses utilizing the media to keep your business in a positive light