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If you’re annoyed by all the bad TV commercials out there, you should be. Just about everyone else is annoyed by them, too. Sadly, there’s probably no quicker way to lower brand perception than creating low-budget TV spots. When was the last time you hired a lawyer who had TV commercials? Yep, never.

Music can create a powerful, nuanced emotional state. It can communicate feelings in a particular moment, the mood of a scene or the overall spot's tone. And it does it in a way that’s impossible with any other tools.

Are there any brands you just can’t live without? Brands that make your world a better place because they seem to understand what you want and consistently deliver the experiences you crave?

This month we are grilling one of our newer Arsonists, Jennifer Sautter! Jen is a seasoned vet when it comes to agency work. She’s been in the field for many years and is a pro at identifying the marketing tactics to fire up your brand. Can she stand the heat to be grilled??

It’s budgeting season – a time that makes us marketers buzz with excitement at the prospect of bigger and better marketing initiatives while simultaneously cringing in fear of endless meetings and “but-it’s-worth-it” conversations. Amiright?

Rebranding. Does that word make you a little anxious? If you’re thinking about evolving your company or organization’s brand you’re probably facing a variety of emotions, both positive and negative.

Simple brand ideas result in powerful and memorable branding that people immediately connect with. Those ideas have to make it clear that the brand is different and relevant to their needs.

We convinced Kristin she was destined to become an Arsonist about three years ago. Shortly after, she and her husband packed their bags, loaded up their two fur babies and headed to the Quad Cities!

In today’s digital branding world, speed and agility are decisive competitive advantages. Being able to recognize a marketing opportunity and being able to act on that opportunity quickly can become a game changer for your brand.

For the 4th year in a row, MindFire Communications has been listed on the Inc. 5000 list of the fastest-growing private companies in America.

In marketing, defining success is a critical component to any campaign. And while it’s easy to ask the question, coming up with an answer can often feel like convincing a posse of teenagers to give up their cell phones for a day. (Translation – it’s hard. Real hard!)

The world of social media has led to some pretty amazing interactive campaigns. (See here, here and here for some examples.) But as marketers we know that “the internet” can also tear poorly-judged campaigns to shreds … and they can do so very quickly and VERY publicly. Ironically, the worst campaign can get just as […]