The Latest From Echo-Factory

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.

(more…)

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…)

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…)

4 Traits of Entrepreneurial Thinkers

10/10/2016 by Echo-Factory
entrepreneurial thinker victor limongelli speaking at friday coffee meetup Article originally published on HuffPost.

Victor Limongelli’s talk at Innovate Pasadena Friday Coffee Meetup last week revealed a lot about what an authentic entrepreneurial thinker looks like.

Victor missed our second interview call Friday afternoon following his talk at FCM. But at around five, three hours after I’d left two messages on this cell—one from Google Hangouts and one from my cell (in case he wasn’t keen on answering calls from restricted numbers)—he called back and left me a surprisingly sincere-sounding apology. Apparently, some respiratory thing that had been brewing before and during his talk at Friday Coffee had hit him full force and put him down for the count the rest of the day. (more…)

Top 10 Takeaways from Our Social Media Marketing Expert Panel

08/16/2016 by Echo-Factory
social media marketing expert panel

(Photos courtesy of Taryn Rothstein of Pasadena Charm via Thomas Reiten)

Last week’s social media marketing expert panel at the Apple Store in Pasadena sold out fast. So if you’re one of the many who missed it, you’re in luck—we’ve got the 10 most awesome pieces of advice they offered, right here.

The Apple Store in Pasadena gets a constant barrage of marketing-related tech questions that go beyond their hardware expertise. To help address some of these questions for its clients, the store asked Pasadena-based branding agency Echo-Factory for help. We put together a series titled, “New Tech in Old Pasadena,” and held the first discussion August 10 at the store. (more…)

Thinking About Acquisition? Think About Branding

08/03/2016 by Michael Schaffer
(article written for CSQ magazine)

Branding can play an enormous role in creating or destroying value during an acquisition

  Bringing in a CFO to “clean up the books” before acquisition is a common process. Even if the books aren’t particularly dirty to begin with, a good CFO has the ability to help cast the company in the best possible financial light to potential investors. (more…)