What’s the buzz?
New projects and cool insights. See what’s going on with us and our clients.
October 10, 2016
ICology with Chuck Gose
Greg Monaco Featured in Internal Comms Podcast “Icology”
Communicators are focusing on internal branding as part of their day-to-day job. In this episode of ICology, listen to Greg Monaco talk about how brands are initially built with the employee in mind but things can go awry. Like customers, employees respond to strong storytelling so it’s up to internal communicators to carry that torch and be the voice of the employee.+ Read More
September 12, 2016
Advanced Learning Institute
Partner Greg Monaco Speaking on Strategic Internal Branding
Engaging employees, creating brand ambassadors, and driving change & business results through effective internal communications. See first-hand how organizations are successfully utilizing digital engagement strategies, channels, and tools to motivate employees, increase productivity, and drive brand awareness.
October 25 – 27, 2016 | New York City | Register Now
September 1, 2016
Partner Colin Lange Speaking at Workology Conference
The official Workamajig User Conference: Learn about best practices for creative projects, budget, resource, clients, finance, and more. Innovate with the latest skills, technology, trends, and tools for making your agency a success. Network, connect and compare notes with other industry professionals and thought leaders. Evolve to take the next steps to improve your creative team and reach new levels of growth.
October 19-22nd, 2016 | Scottsdale, AZ | Register Now+ Register
February 26, 2016
B2B Creative Works Special: Featuring Forsman & Bodenfors, BBDO New York, OgilvyOne, Grey London and more
Most B2B advertising is focused on driving sales. But there’s a talent war looming—particularly for STEM candidates—that B2B can address for corporations. That’s why GE’s ‘What’s the Matter with Owen?’ campaign is a stand-out for me.
Traditional brick-and-mortars are in an unenviable position against startups and tech giants in attracting STEM talent. But GE’s ads position the company for a digital future. They inspire candidates with the promise of working on world-changing projects while their peers make passing fads. And the ads bring to life GE’s culture and vision. This is the spirit of brilliant business-to-employee advertising. Others would be wise to catch on.
Tessa Tinney, founding partner, Monaco Lange+ Read More
February 10, 2016
Bang & Olufsen highlights aesthetic appeal with fashion-forward portraits
“To me, B&O sound systems have always felt like accessories for the shelf at home,” said Greg Monaco, founding partner of Monaco Lange.+ Read More
October 28, 2015
Partner Greg Monaco speaking on our over-reliance on emails
Still, the age of cold calls is one that agencies aren’t sad to see go away. “Compared to a phone call, email is far less intrusive. It’s going to annoy me way less,” said Greg Monaco, founding partner of branding agency Monaco Lange, who said he gets 80 percent of sales pitches through email. “With email, half the time, it’s just carpet bombing.”+ Read More
October 19, 2015
Jennifer Zanfardino on promoting brands from within
Recognizing that the situation could undermine its ability to retain and attract talent, BASF enlisted the brand consultancy Monaco Lange to come up with a solution. “What they needed to do was create something that was going to be long lasting and holistic,” said Monaco Lange managing director Jennifer Zanfardino. “They needed to communicate with employees regularly, to shift perceptions and change the story.”+ Read More
September 28, 2015
Seton Hall University
Seton Hall Web Redesign Brings New Homepage
On Thursday, October 1st, the Seton Hall Web Team will deliver an updated design of the the main University homepage (www.shu.edu), many of our gateway pages, the Office of the President’s site as well as the Immaculate Conception Seminary School of Theology homepage. The team will also provide updates to the code behind many of our site’s communications tools, including news, faculty profiles and the presentation of our academic programs.+ Read More
September 10, 2015
Monaco Lange Adds Seton Hall And Queensborough Community College To Client Roster
Seton Hall University tapped Monaco Lange to revamp its digital strategy to better target alumni and improve the layout of content on the main site to showcase the University’s schools and departments. In addition, Queensborough Community College (QCC) tasked the agency to revamp its to college website to deliver a better user experience to meet the needs of students, faculty and staff.+ Read More
August 28, 2015
Can Ashley Madison Cheat Death?Greg Monaco provided a brand perspective on the future of Ashley Madison.Here’s what he had to say:“It’s a goner,” said Greg Monaco, founding partner of branding firm Monaco Lange. “Creating a strong brand begins and ends with trust. I can’t imagine AM regaining any semblance of trust as Ashley Madison. Putting aside any moral judgments, and looking at this as just a business, a complete rebrand is imperative.”
August 21, 2015
Greg Monaco writes on how CMOs and CHROs need to talk
Far too often, at companies of all sizes — whether they have 200 employees or 20,000 employees — the CMO and CHRO operate at arm’s length. It’s usually not out of malice or territorialism (although perhaps in rare cases). Sometimes it may be due to differences of opinion, but more often than not, it’s because they’re quite simply different disciplines, operating with two completely different agendas and sets of KPIs.+ Read More
August 21, 2015
Why American Eagle’s Next CMO Should Maintain Its Already Positive Flight Plan
Tessa Tinney weighed in on American Eagle’s brand and change of CMO, here’s an excerpt from the article.
American Eagle can keep climbing “if it establishes itself as a destination brand for teens, setting itself apart by a compelling brand story and promise,” said Tessa Tinney, founding partner of brand consultancy at Monaco Lange, who adds, “A change in CMO is a great opportunity for a fresh new look at what the brand represents.”
April 6, 2015
Apple Watch launch: Reaction from agencies
Check out what Tessa Tinney, one of our founding partners, had to say in The Drum about the new Apple Watch Launch.
Here is a snippet of her commentary:
“The watch will merge technology to our physical experiences more than any other device has so far. While smart phones are omnipresent in our lives, we put them down, or in a pocket, or a bag. They sit on our desks and on conference room tables, but they’re detached. One of the biggest opportunities for marketers will be in the data that can be captured and interpreted about our everyday behaviors.”+ Read More
November 12, 2014
New Jersey Compensation Association
Monaco Lange, BASF presented at NJCA event
Monaco Lange Manager, Client Services & Strategy Jennifer Zanfardino and our clients BASF Director, Compensation and Performance Management Mollie O’Brien and Compensation Specialist Melissa Liguori shared a presentation on BASF’s Total Rewards Makeover: Redesigned, Branded and Personalized Nov. 11 at a New Jersey Compensation Association meeting.
During the event, the 30 participants learned how the world’s largest chemical company branded its total rewards offering and personalized communications to create a unique, innovative, compelling total offer — all without making major changes to the offering itself.+ Read More
October 17, 2014
Greg Monaco featured in Heineken – MLS Partnership story
Check out what Greg Monaco, one of our founding partners, had to say in a Campaign story about the Heineken – MLS partnership.
Here’s a snippet from the story:
“That correlation is going to give soccer its own unique flair and separate it from the other entertainment options that people have,” Monaco said. “The United States is such a melting pot, and the crowds at MLS games are an international type of crowd. The demographics of the MLS correlate with Heineken as a brand.”
October 16, 2014
Monaco Lange CEO speaking at Digital Hollywood
Colin Lange, CEO and a founding partner Monaco Lange, will share his brand expertise at Digital Hollywood. He will participate on a panel about Branded Media Marketing – Across Platforms – Leveraging Image, Content and Celebrity – TV, Film, Broadband, Tablets and SmartPhones.
Ben Mendelson, co-founder and president, Interactive Television Alliance, will moderate the 12:30 p.m. PCT Oct. 22 event which will also include Andy Marks, President, Marks Entertainment + Media; Russell Maitland, SVP of Advertising Sales, Z Living; Ian Stewart, President, Done & Dusted Inc.; Frank Nein, President, 9Sight2020.com; Adam Cassels, Chief Marketing Officer, Audience Entertainment; Sheila Marmon, Founder & CEO | Mirror Digital Inc. The event will be held at the Ritz Carlton Hotel in Marina Del Ray, Calif.+ Read More
October 1, 2014
Monaco Lange and Girl Scouts presented case study at ANA committee meeting
Mirna Hernandez, Senior Brand Marketing Manager – Girl Scouts of the USA and Jennifer Zanfardino, Manager, Client Services and Strategy – Monaco Lange shared how they repackaged the cookie program, elevating the voice of the girls and showcasing the empowering skills they learn during the sale.
The system gave the organization the ability to deliver a cohesive and consistent experience across all their channels. From low-budget, high-impact videos to print ads, the campaign elevated the cookies and girl power. This cross-channel clarity re-oriented an iconic brand story.
Their presentation was at the Oct. 1 ANA Integrated Marketing committee meeting in Chicago.+ Read More
September 16, 2014
Monaco Lange presented at MediaPost’s Video Insider Summit
Tessa Tinney, one of our founding partners, presented at MediaPost’s Video Insider Summit, an intimate gathering of leading minds in the industry Sept. 16 in Montauk. She spoke about our work with Girl Scouts, focusing on how video can strengthen a brand strategy.+ Register
September 10, 2014
Monaco Lange’s work for BASF highlighted at ANA’s Integrated Marketing Conference
Jennifer Zanfardino, Monaco Lange Manager, Client Services and Strategy and BASF HR Communications Manager Chris Holodak shared how BASF, the world’s largest chemical company branded their Total Rewards package and created one of the most unique and creative compelling total offers in the market with Monaco Lange’s help.
Attendees at the Association of National Advertisers Integrated Marketing conference hosted by Kraft on Sept. 10 in Chicago learned how they accomplished this all without increasing base salaries or making major changes to their benefits.+ Read More
July 14, 2014
Monaco Lange’s Greg Monaco featured in Digiday
Can a brand expand in the digital realm? It depends.
Greg Monaco, a partner at Monaco Lange, weighed in on recent Digiday piece, 5 digital brand extensions that work.
Here’s what he had to say:
“Brands need to be mindful that an extension of the brand experience of any kind is additive to customer expectations. It could be goodwill, fun, engagement, shared perspective, and/or a promotion of values. Whatever it is, it needs to work in correlation with customer’s expectations. Anything off-key will invariably cause brand dissonance.”
From Google’s SmartyPins to Pantene’s Weather Program forecasting frizz to flat hair, check out what digital brand extensions Digiday loves best.+ Read More
June 2, 2014
Unlock your personal brand through storytelling
Join Monaco Lange Founding Partner Greg Monaco at noon EST June 11 for the IERG Global leadership series webinar: How to Become Unforgettable. Unlock your personal brand through courageous storytelling.
In this webinar, Greg will share how to move beyond generic messaging to unlock the power of our personal brand story, by accessing what drives us, and makes us unique.
• Understanding your personal brand as a story, and the power within it
• Clarity on how stories provide direct access to the parts of the brain built for recall
• Presenting your story (and/or pitch) with new clarity and confidence.
• Aligning your story with your values and vision
Register now. Space is limited.+ Register
May 7, 2014
Partner Greg Monaco to share brand writing knowledge in MediaBistro class
At Monaco Lange, we share our knowledge through speaking engagements and classes. Next up, one of our founding partners Greg Monaco will be teaching Brand Writing via a Mediabistro class. Greg, who has spoken around the country about branding and has contributed to AmEx Open Forum, will lead the six-week online class, which begins May 13. The class is designed for brand managers, marketers, copywriters, public relations representatives and more. It will give you the tools to create powerful, seamless messages across multiple platforms and determine the most effective ways to communicate with your company’s customer. You’ll learn how and why people become loyal to certain brands and how to make adjustments that keep the company evolving along with the customer. By the end of the class, students will have a brand writing dossier that includes a mission statement, a repositioning brief, email and social media examples, a sample press release, and a marketing proposal. Register now.+ Register
April 25, 2014
Monaco Lange rebrands Hartford law firm Robinson+Cole, launches website
Experience, innovation, connection and humanity are some of the elements highlighted in Monaco Lange’s rebrand of Robinson+Cole, which launched this week with a new website.
The Hartford, Conn.-based firm, which was founded in 1865, enlisted Monaco Lange, an independent global brand consultancy, for the project. They engaged Monaco Lange’s Brand i/o Strategy and Creative Catalyst services to create a new identity system and new digital brand experience.
“Through our Brand i/o process we worked closely with Robinson+Cole’s leadership to understand what was at the core of their business and uncovered some exciting truths about why they have been so successful. Robinson+Cole has a very inspiring culture that is key to their ability to innovate.”
The Monaco Lange team members sought to highlight the law firm’s core principles – experience, innovation, connection and humanity – when working on this project. For example, the new brand colors are bold and bright. The “+” sign replaced the “&” to reflect the modern, innovative culture of Robinson+Cole. Hexagons in the design suggest the law firm’s strength and connection to their clients and the community they serve.
You can read more about the new look and feel of the brand and website here.
Explore the new website here: www.rc.com+ Read More
March 27, 2014
World at Work
Catch us at World at Work
Meet Jennifer Zanfardino, our Manager, Client Services & Strategy, at the World at Work Total Rewards Conference this May in Texas. She’ll talk about BASF’s internal brand makeover.+ Read More
March 27, 2014
Finding your brand villain
Check out Greg Monaco’s guest post about the Tapad rebrand. To find your brand hero, you must first get to know your villain.+ Read More
November 27, 2013
Button-up your branding
Perhaps your brand is lost in a sea of sameness. Or you’d just like to understand “branding” a little bit better. Either way, you’ll love this webinar we did with Lands’ End.› Watch