As B2B marketers are planning for their clients’ 2017 marketing budgets and strategies, they might want to consider how the services they provide are going to continue to fulfill their clients’ future business needs, as well as position the agency to be an appealing choice to prospective clients.

The responsibility of creating (or reviving) a brand identity for a client is a daunting one. The agency is faced with the challenge of discovering what makes a company tick and developing a visual identity that encompasses those qualities.

There’s a reason why McDonald’s and other well known brands have become embedded in our psyches – a reason that goes beyond the media in which these companies market themselves. It all comes down to natural, human response. And color.

For years, beverage companies reaped the benefits of skyrocketing sales in the soft drink segment. And what had worked historically for these companies was continuing to work. Until now.