Dear Brand Maker,

Let’s do this thing!

How do you build trust, enhance your reputation and generate the returns you desire? Step into a journey of brand insights, strategies and best practices brought to you as the Deardorff Brand Maker Series. Here, you’ll find perspectives drawn from decades of our expertise in positioning, reimagining and marketing brands for organizations of all sizes. For actionable tips that will help build your brand and your business, follow the #BrandMakerSeries today!

Article · 5 min read

A Q&A with Donna MacFarland, Leading Research Expert.

April 2024

Dear Rain Maker, Let's grow your business through market research.

Deardorff spoke with Donna MacFarland, Senior Research Strategist & Qualitative Moderator at Accelerate Strategies LLC, a strategic marketing consultancy and full-service research supplier focused on the financial services and retirement plan sectors. She has held senior-level marketing and research positions at Lincoln Financial Group, The Vanguard Group, Citigroup, Merrill Lynch and Smith Barney.


How to own a mind space

Our brand development process brings your strengths and opportunities into focus to define the space only you can own. Powered by research, it delivers game-changing strategies and brilliant creative that can transform even the most complex business challenges into a memorable, ownable story. Time and time again, it’s a process that has resulted in success for our clients.

Article · 5 min read

How to Use Brand Maker Bracketology & KPIs to Test Your Campaigns.

March 2024

Dear Odds Maker

1 in 9,223,372,036,854,775,808. That’s the chance you have at a perfect NCAA Men’s Basketball Tournament bracket if you’re completely guessing. To put that into perspective, you have a better chance of picking out a specific grain of sand on the globe than achieving this.

However, there is one way to even the odds: knowledge. With educated guesses, researchers say this specific task becomes 70 million times easier (but still quite a feat at 1 in 120.2 billion).

As in basketball, where knowledge and strategy can tip the scales in your favor, marketers can tilt the odds of campaign success in their favor by embracing a ‘bracketology’ approach. By analyzing data, setting clear goals, and testing strategies like seasoned coaches, you can craft campaigns that are game-winning buzzer-beaters every time.

To help convey this process, we will highlight work created for our client, the Delaware Office of Highway Safety. We have created a holistic, knowledge-led process that links its social media content strategy with its award-winning website,


Article · 5 min read

Pairing the right marketing message with the right audience.

February 2024

Dear Match Maker - Is it a brand love story?

How do you create lasting relationships with your target audience? By understanding how your brand story relates to your audience’s needs and wants – or more correctly – your audiences, because you have more than one.

Taking the time to identify all your stakeholders and tailoring your messaging to their unique needs are the best ways to find new relationships and to show your existing customers some love! Here are the steps you can take to ensure that the right message reaches the right audience.


Article · 5 min read

How to optimize your content strategy on social media.

January 2024

Dear Noise Maker - Are you being heard? #BrandMakerSeries

In a digital world flooded with information, you need to make some noise! Yet many creators, marketers and businesses find themselves lost in the cacophony of voices vying for attention. The question is: Are you truly being heard?