Notes from the work: what is holding up right now for outdoor brands and mission-driven organizations.
An outfitter's whole year arrives in one window, and the window is exactly when nobody has time to market. Design the marketing around the calendar instead of fighting it.
Read itScheduled service since 1870, a 1981 bankruptcy the islands refused to accept, and a fleet that now includes one of the first hybrid-electric passenger ferries in the country. How a public ferry system carries seven island communities through every February and still gives visitors one of the best days out in Maine.
Read itWhen an AI search describes your organization incorrectly, it is assembling from inconsistent fragments. Here are the three sentences to write once and place everywhere, so the assembly comes out right.
Read itCompanies that sell to both B2B and B2C audiences often end up sounding like two different brands. One foundation, flexed by the audience, fixes it.
Read itThe ridgeline photo proves you belong in the category. The story that sells lives in the second photo: the workbench, the first order, the person who makes the thing.
Read itLong before Allagash White was the most-awarded witbier in the world, it was a one-man bet on a style almost nobody in America was asking for. The real story behind the brand, its B Corp journey, its ties to the Allagash Wilderness Waterway, and what it's built for Maine along the way.
Read itCategory filler language is the most expensive copy you can buy, because it costs real money to produce and does no work once it is live. Here is how to spot it on your own site and what to write instead.
Read itMost small businesses and nonprofits already have a voice. It just never made it out of one person's head. Here's how to define it, and the content system that keeps it from drifting.
Read itSix Maine and New England outdoor brands, the exact lines that make each one recognizable, and the ten-minute test you can run on your own copy.
Read itTen tabs open, three kinds of providers, and no idea what actually separates them. Here's the real difference between an agency, a freelancer, and a brand strategist, and how to tell which one your Maine business or nonprofit actually needs.
Read itBrand sameness gets treated as a marketing problem. On the buyer's side of the counter it is a purchasing problem, and it can be the reason a season of work ends in a small order and no reorder.
Read itStrategy work is hard to picture before you sign for it. Here is the real week-by-week shape of a brand foundation engagement, including the parts that fall on you.
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