The Briefcase | Sutherland Weston Marketing Communications
Sutherland Weston Marketing Communications, Maine's Premier Marketing and Public Relations Company, presents The Briefcase! Listen in on our quick conversations -- born from everyday observations -- that deliver practical marketing ideas that you can carry with you! Consider these "brief" "case" studies!
Episodes
In this short but sharp episode of The Briefcase, Ric Tyler and Social Media/Digital Specialist and veteran ad writer, Mark Parent, unpack the most frustrating clichés in commercial copywriting. From “friendly, knowledgeable people” to the dreaded “for all your [blank] needs,” they explore why these lines fall flat and how they waste valuable ad space and time. Instead, Ric and Mark champion direct, benefit-focused me...
Dan Cashman, Public Relations Director at Sutherland Weston, shares his firsthand experience navigating the tough media landscape where hard news dominates airtime. He recounts how two check presentation events earned coverage despite the odds, thanks to their local relevance, visual assets, and concise structure.
Dan encourages marketers and communicators to understand both the newsroom’s constraints and...
Is your brand truly unforgettable? Or could it just as easily belong to your competition? In this episode of The Briefcase, Elizabeth Sutherland, President & CEO of Sutherland Weston Marketing Communications, shares why a distinct brand voice and look are essential for standing out.
Many businesses rely on generic messaging: “We put the customer first” or “We’re committed to great service.” These phrases do little to differentiat...
In this episode, Elizabeth Sutherland breaks down one of the most common reasons marketing fails: lack of follow-up.
You'll learn:
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Why most sales happen after the first few touchpoints
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How simple follow-up tactics can make a big difference
Elizabeth Sutherland, Dan Cashman, and Shelley Sund of Sutherland Weston Marketing Communications tackle the economic uncertainty many business owners face today. Drawing on lessons from past experiences, they offer grounded, strategic advice on recalibrating marketing efforts without retreating—focusing on customer retention, message relevance, and brand empathy. With real-world examples like Ford’s COVID-era messagin...
Marketing, advertising, and public relations are often mistaken for one another. Just like a classic Scooby-Doo mystery, we’re pulling back the mask to reveal what’s really behind them. And we would’ve gotten away with it too… if Ric hadn’t hopped into the Mystery Machine to solve the case, to uncover the truth behind each.
Is marketing setting the overall strategy? Is advertising delivering the message? Or is PR shaping public per...
In this episode of The Briefcase, Dan Cashman explores why timing, location, and media strategy are crucial in a successful news announcement. Using a recent political campaign launch in Hancock, Maine, as a real-world example, Dan explains how strategic choices can shape how a story is covered and consumed.
Whether you're announcing a new business, campaign, or ...
Rather than panic, Makaila explains why this can actually be an opportunity.
What You’ll Learn:
In this episode of The Briefcase, Elizabeth Sutherland, President and CEO of Sutherland Weston Marketing Communications, discusses the importance of brand consistency. To stay fresh and appealing, businesses often change their branding, such as fonts, colors, messaging, or tone. However, this practice can actually work against them.
💡 What you'll learn:
- Customers don’t want to relearn who you are whenever they engage with you...
Is music in a commercial a secret weapon or a branding disaster? The right song can make an ad unforgettable, while the wrong one can leave audiences cringing—or worse, tuning out. In this episode, Ric breaks down why not all songs belong in commercials and how the right track can enhance emotional impact, strengthen brand identity, and make ads truly memorable.
💡 What you’ll learn:
- When music enhances brand recognition and emo...
Canva has made graphic design accessible for businesses of all sizes, allowing anyone to create professional-looking visuals without a design background. But is it always the best tool for the job? Sherado weighs the pros and cons of Canva—when it works, when it doesn’t, and what businesses should consider before relying on it for their graphic design and marketing needs.
💡 What you’ll learn:
- Benefits of using Canva for graphic...
It’s not easy being green… or closing a beloved attraction. Is Disney’s decision a hit or a miss? —Wocka Wocka! In this episode, Makaila breaks down Disney's decision to close the beloved Muppet*Vision 3D attraction at Hollywood Studios. What does this mean for Muppets fans, and is Disney making a branding mistake they might regret? We explore how businesses, big or small, can learn from this bold move.
💡 What you’ll learn:
- Why ...
Podcasting isn’t just a trend, it’s a powerful marketing tool that more businesses are starting to embrace. With 67% of Americans tuning into podcasts and nearly half listening monthly, the potential reach is massive. Elizabeth breaks down why now is the time for businesses—especially in Maine—to jump on the podcasting wave before they fall behind.
💡 What You’ll Learn:
- How Maine businesses can use podcasting to stand out in thei...
We're taking a lesson from the making of a Talking Head's classic! This short lesson about making it you own instead of duplicating an original. It may be easy to mimic an idea that is working, instead think about taking a step back and finding a way to make it your own.
💡 What you’ll learn:
- Listeners will learn the value of focusing on their own brand’s identity, needs, and goals.
- Create something distinctive rather than mim...
This short lesson about messaging really works for business. In today’s world of information overload, concise messaging is critical for cutting through the noise. This episode shares how businesses can refine their communication to engage customers more effectively and drive better results.
💡 What you’ll learn:
- Why concise messaging is essential for modern business communication.
- Tips for crafting shorter, stronger marketing...
Paul discusses the top three most memorable Super Bowl commercials, what makes them stand out and what you should consider when making a commercial.
The Super Bowl has evolved to more than a sports game on TV. It has evolved into one of the bigget events on television. Many come for the football, but just as many, possibly more, come just to watch the commercials.
Read more
Airlines are masters at turning limited options—chicken, fish, or pasta—into memorable customer experiences.
In this episode, Ric recalls Dan O'Day's fascinating airline food marketing lesson, breaking down how this niche industry strategy can inspire businesses to deliver impactful results, even with constrained resources.
💡 What you’ll learn:
- How to create compelling marketing messages from limited options.
- Strategies for ...
Jaimie's super way of marketing a supermarket is winning super high marks!
Supermarkets face unique challenges when it comes to social media marketing, but there’s a formula for success. This episode offers actionable strategies for creating engaging content, building loyal customers, and driving sales.
💡 What you’ll learn:
- How to develop a social media presence that resonates with supermarket shoppers.
- Tips for driving in-s...
MakAI
Dan says this television show about television news could warp your vision of television news & Apple TV's The Morning Show reveals the complexities of media and PR in today’s world.
💡 What you’ll learn:
- The role of media in shaping public trust and perception.
- Strategies for managing PR crises with transparency.
- How authenticity can strengthen your brand identity.
Sutherland Weston Marketing Communications, Maine's Pre...
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