Author: Ineke Caycedo

Vice President of Brand Development

Ineke has guided award-winning client visual identity development, testing, and brand implementations for more than 25 years. She is responsible for overall design approach and direction for dozens of well-known academic brand campaigns in the U.S. She specializes in developing a unique, attention-grabbing visual approach to bring to life each institution’s differentiating brand narrative. Ineke’s branded campaigns have an unerring record for resonance and motivational power among audiences, as demonstrated by EMG clients’ ability to consistently achieve ROI. She is a recognized expert in data-driven generational marketing, with expertise in shaping design, color, photography, texture, style, and tone to hit the sweet spot with each demographic and audience sector. Her creative guidance has led to enduring creative frameworks, unique branded imagery, and conversation-starting digital advertising campaigns, collateral, and websites for institutions across the U.S.

Series 2 of 3: Looking out to the Edges of the Web Universe for the Next Big Ideas. – Getting on the Grid

I was listening to an NPR story about the starting of the Hadron Collider in Cern, Switerland. That’s the huge particle accelerator that’s trying to recreate the circumstances of the Big Bang and in the process might destroy the world – ok that depends on who you believe. At least for now, we survived the … Continue reading Series 2 of 3: Looking out to the Edges of the Web Universe for the Next Big Ideas. – Getting on the Grid

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Series 1 of 3: Looking Out to the Edges of the Web Universe for the Next Big Ideas. – I Freebased… No, Not That Kind!

So I was reading Andrew Careaga’s blog recently and he had a post about battling info-glut. Which lead me on a curiosity search for what, if anything, is out there that can help us manage information better both the finding and keeping of it. I know I spend a lot of time Googling or searching … Continue reading Series 1 of 3: Looking Out to the Edges of the Web Universe for the Next Big Ideas. – I Freebased… No, Not That Kind!

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Mastering the Social Network

Here’s an interesting article in Technology Review published by MIT about how the Obama Campaign leveraged social networking to win the race to his party’s nomination.  Of particular value are the statistics about audience trends in new media and the approach the campaign took to managing their new media strategies. Throughout the political season, the … Continue reading Mastering the Social Network

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Should you be all a twitter about Twitter?

Talking about shiny objects… has Twitter come up in your conversations about Web 2.0 marketing strategies?  If not, it probably will or should.  It’s got some great potential applications… as a relationship building tool for recruiters; news update site for the institution; a tool for sports fans; a way for faculty to engage and connect … Continue reading Should you be all a twitter about Twitter?

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Fresh Strategies for a New Age of Marketing

Not since the advent of mass marketing in the mid 19th Century and the advent of television commercials in the mid 20th Century has the world of marketing communications changed as much as it has today. Web-based and electronic communications, social networks, viral advertising, user-defined marketing….for professional marketers the landscape is quickly, and radically changing. … Continue reading Fresh Strategies for a New Age of Marketing

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