Five Great--and Necessary--Marketing Makeovers

Collateral Makeover

Patriot Consulting Inc., Iselin, New Jersey
Founders: Jon McIntyre, 39, and Jerry Zariello, 39
Behind the makeover: McIntyre and Zariello had a rudimentary sell sheet that didn't represent their brand well. It was cluttered and inappropriate for their corporate clients seeking IT professionals. They turned to Sagefrog Marketing Group in Doylestown, Pennsylvania, for help.

What the Experts Say
Xanders: This makeover was successful. The revised collateral piece is much more inviting, readable and professional than its predecessor, which looked like a web page. More could have been done to reduce the density of the copy. In fairness, perhaps it's not the amount of copy, but how it's presented.
Post: Print collateral has a role, but it can't win many big battles alone. Whatever you invest in print, make sure the same files are available to download on your website. Great branding is about consistent storytelling at all points. Strategic collateral that reinforces themes, stories, points of distinction and memorable messaging is still important.

Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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This article was originally published in the February 2009 print edition of Entrepreneur with the headline: Five Great--and Necessary--Marketing Makeovers.

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