The Latest From Echo-Factory

Build, Maintain and Protect Credibility with Marketing Trigger Systems

03/01/2017 by Hayley Raynes

Marketing Trigger Systems Announcement Protocol


Building, maintaining and protecting credibility is critical for all companies, but even more so for newly established companies – particularly in B2B, new tech and new sectors. These days, startups are not only developing innovative products and services, they’re working in brand new industries, where shared knowledge is minimal, skepticism is high and history is counted in months rather than years. The road can be incredibly tough for these types of companies to expand operations, build new customer bases and attract either investors or offers of acquisition. This is because new entities – no matter how exemplary they are – don’t have the benefit of time and reputation to help establish that baseline trust so often required for inking a deal.


What about Men

02/07/2017 by Michael Schaffer


I was watching a completely factual documentary about Portland, Oregon the other night, and came across an inspiring song, dedicated to the struggles that men face in this country.


It reminded me of several very important facts:


  1. Echo-Factory is hosting a “Women in Technology” roundtable next week.
  2. About 90% of the people who have registered so far are women.
  3. Women already have about a 35% advantage in leading tech companies over men.
  4. If we (and by “we” I mean men) don’t show up and discover their secrets, that gap can only grow!!!!


So, I urge you, my fellow men, to RSVP immediately.  Only by engaging with women in technology leadership positions will we be able to learn their secrets, and hopefully one day steal their powers of tech company growth and success.

women in tech










Women in Technology, The Latest Silver Bullet

Wed, February 22, 2017
8:00 AM – 9:30 AM PST
Apple 3rd Street Promenade
1415 3rd Street Promenade
Santa Monica, CA 90401

Lol. Ugh. WTF? Reviewing 2017’s Super Bowl Ads

02/06/2017 by Andrew Hoehn


Yesterday, the evil-league-of-evil, lead by the evilly-handsome Tom Brady and his evil overlord Bill Belichick Sith, triumphed over the forces of good to deliver unto Boston the city’s 37th major sports championship, and deny Atlanta its 2nd.

New England’s never-before-seen-in-a-super-bowl comeback and victory further cemented Brady’s position as the greatest quarterback to ever play the game (gross), and doubtless will push the smugness of Boston sports fans into even more stratospheric heights (even grosser).

But we’re not here to talk about the disgusting show of terrible’ness that occurred on the field, we’re here to talk about important bits: the ads.


Harness Fast-Moving Opportunities with a ‘Trigger System’

02/05/2017 by Michael Schaffer

marketing trigger system

Why A Trigger System?

Electronic information circles the globe constantly, moving almost at the speed of light. With the endless information comes a steady flow of marketing opportunities. The problem is that, because these opportunities arrive in a real-time, 24-hour cycle, the pace is so overwhelming that we miss most of our chances. To capitalize on these opportunities, it’s important to be prepared ahead of time, so you can respond in real time. (more…)

Using Women To Your Unfair Advantage

01/27/2017 by Michael Schaffer

women in tech

Here are some facts. Ninety-three percent of investor money goes to startups founded by men. Just 11% of Silicon Valley executives, 10% of directors, 10% of committee members and 8% of committee chairs are women. At Fortune 500 companies, things aren’t much better, with just 11% of the executive workforce made up of women.

Here are some more facts. Private technology companies that are led by women return a 35% higher ROI. Publicly traded companies with women in leadership roles in a broad range of industries have about a 27% performance advantage over companies that don’t. (more…)

IRobot Inventor Shares 3 Things VCs Look for in Robotics Companies

12/09/2016 by Echo-Factory

robotics companies illustration

Creator of the technology behind the iRobot vacuum, Paolo Pirjanian, is also the founder and CEO of one of the most awesome smart robotics companies yet, Embodied, Inc. He recently spoke at Innovate Pasadena’s Friday Coffee Meetup, a group co-organized by Echo-Factory, and I (one of the writers on the team) had the chance to interview him for an article on Huff Post. (more…)

Proofreading Marks Demystified (at least, the super common ones)

10/24/2016 by Echo-Factory

what do proofreading marks mean


Proofreading marks can be a bit tricky and mysterious to folks who aren’t writers, editors or proofreaders providing the custom assignment help. So with the assistance of my favorite memes, I’ve put together this cheat sheet to help the world understand what the most common of these powerful little symbols mean. So without further ado… (more…)

The Role of Branding in Mergers, Acquisitions & ESOPs

10/17/2016 by Andrew Hoehn

company announcing employee stock ownership plan (ESOP)

Air Treatment Corporation announces the enactment of its new ESOP its team of employees.


Last Monday, Air Treatment Corporation announced to its employees that they were now the new owners of the company.  And we were lucky enough to be in the room.

We were there because the executives at Air Treatment understand that change, even very positive change, can be scary. And announcing a change in the right way can have a big effect on how successful, or not, that change is.

We’ve talked in the past about how worthwhile it can be to invest in branding ahead of a merger or acquisition. It can be just as important, or maybe even more important, to brand the acquisition itself. (more…)