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For several years, B-Squared Advertising has supported the work and been a member of the Collier Building Industry Association.

This year, I agreed to serve as chair of the organization’s Sales and Marketing Council.

One of the SMC’s community projects is the annual Toy Drive benefiting over 700 children who attend Pinecrest Elementary School in Immokalee, Florida. This year the SMC raised over $5,000 to purchase toys for needy children. Donations from Mattel and other caring people, as well as discounts from Walmart, helped purchase over 1,000 toys, which were delivered and distributed last Friday. Each child was allowed to pick out one toy or two, if the toy selected was a small one.

As you can imagine, the response to this giveaway was heart wrenching and very inspiring. During the morning-long distribution, one youngster approached me and quietly asked if she could get something for her little cousin instead of selecting something for herself. After helping her pick out a small stuffed animal, I suggested that she might be able to find another item that she could keep for her very own. She only agreed to do so after being assured that the original item selected could still be given to her cousin telling me, “She’s never had a Christmas present before.”

Clearly, this was a child who had little of her own yet her first thought was of someone else and how she might make that child’s life a little brighter. In this day and age of a “me first” mentality on the part of many, it was so utterly refreshing to see such genuine generosity and selflessness. A true Christmas message worth sharing.

– May the true spirit of Christmas be with us all,

Robyn Bonaquist, President of B-Squared Advertising

Advertising a business or corporate brand is a must if you want to grow your brand. Advertising provides consumers with exposure to your company, the services you provide and the benefits of doing business with you. The knowledge and experience an advertising agency brings to the table does all of that and more.

Advertising agencies understand the importance of creating an effective brand and communicating a company’s message in a way that will grab the attention of your potential customers. Of equal importance, however is an agency’s ability to create an effective strategy to deliver this message in terms of ROI, which is critical in today’s economy. 　

The three reasons every company should use an advertising agency to help build and promote a brand:

• Experience and knowledge
• Effective communication with the end user
• Consistency in messaging

Consistency in a company’s overall message is extremely important and is often overlooked in an effort to save money. Far too often, however, this results in being penny wise and pound foolish. For if there are multiple companies working separately on different projects within the same brand, it is highly likely that multiple messages, and even worse — multiple looks – will emerge. Coca Cola, a former client of my partner, is one of the best branded companies in history. A company that has a deep understanding of the importance of a consistent look, feel and message.

And even if you don’t have the budget of Coca Cola, working with an advertising agency to build and promote a company’s image allows everyone the opportunity to represent themselves clearly and consistently, just like Coca Cola.