Introducing Greenough BrandLab: Where Stories Evolve and Brands Come to Life

What does your brand say about you?

How well does it define what you do?

Is it truly resonating with your audience?

As the market shifts, do you feel your brand needs to evolve to keep up?

Crafting and executing an effective brand strategy may seem straightforward, but the reality is far more complex. That's why Greenough Communications is thrilled to introduce Greenough BrandLab—a dedicated extension of the services our clients already trust. Whether it's preparing for a major event, navigating the response to sensitive issues or events, launching a product, refreshing your brand’s identity, or refining messaging, BrandLab offers a tailored approach to help you captivate and engage your target audience.

From seasoned brands to start-ups still finding their voice, Greenough BrandLab brings the right expertise to the table, helping you reimagine, redefine, and reinvigorate your brand’s story. With nearly 30 years of experience in public relations, we've evolved alongside the industry's changing demands. Our specialized brand marketing team dives deep into brand ideation and creation, identifying new opportunities to craft narratives that resonate with your values and connect powerfully with your audience.

Curious to learn more? Dive in below to see what it’s all about!

What does BrandLab offer?

Just as science labs fuel experimentation and breakthrough discoveries, our BrandLab is a space for brand transformation and breakthrough ideas. We meet you where you are in your brand journey—whether you're seeking a complete overhaul or a strategic refinement.

Our comprehensive approach spans brand messaging and positioning to more specialized efforts like executive communications and visibility, issues response, corporate video development, employer brand activations, and go-to-market strategies. Whether it’s crafting sales enablement materials, fundraising decks, or board presentations – we’re ready to show up anywhere your brand needs to be found.  

A recent example of our work is our partnership with GlobalFoundries, where we refined their brand narrative to stand out in a crowded, competitive market. Together, we developed the 'We Shape What’s Essential' campaign, crafting a powerful and relatable brand story that resonated with their audience. Through compelling messaging, microsite design and refresh, and a series of brand campaign videos, GlobalFoundries is now cementing its position as a leading manufacturer of essential semiconductors — while delivering a clear, simplified message about their impact and the benefits they bring to the industry.

Sometimes it’s not about challenging markets, it’s about changing them.

Why BrandLab and why now?

The landscape for brands is shifting rapidly, largely driven by the changing demographics of today’s workforce. As younger generations—Millennials and Gen Z—continue to rise in the professional world, they are not only reshaping decision-making but also the ways they consume information and engage with content.

For example, 71% of Gen Z now use social media as their primary source of news, signaling a sharp decline in the relevance of traditional platforms like TV. Additionally, a whopping 97.8% of US internet users aged between 18 and 24 consider themselves to be digital video viewers, fueling the dominance of platforms like TikTok and YouTube in brand engagement. For brands, this underscores the need to prioritize multimedia storytelling—especially video—not only to capture attention but to drive deeper, more meaningful engagement.

We're also witnessing the rise of new media formats that cater to these preferences. From podcasts like Alex Cooper’s Call Her Daddy and Lex Fridman to the growing popularity of short-form videos on social platforms, these channels are becoming critical for brand communication. Brands that can embrace this shift will not only remain relevant but also foster stronger connections with emerging audiences.

What makes BrandLab unique?

What sets BrandLab apart is our immersive approach. Our diverse team takes the time to deeply understand your brand, aligning with both your short- and long-term goals. We don’t just focus on surface-level brand awareness; we dive into how your messaging can be a powerful tool for driving real results.

We begin with a comprehensive industry analysis, examining competitors and uncovering untapped messaging opportunities. This insight allows us to shape a brand strategy that informs every aspect of your internal and external communications. Our goal is to not only increase brand visibility but to deepen brand understanding, expand influence, and ultimately drive meaningful action that supports your business objectives.

What teams would I be working with?

At BrandLab, we leverage both the diversity of our team and deep levels of experience to your advantage. Our brand experts tap into insights from every corner of communications, marketing, and creative services to craft a strategy uniquely tailored to your needs. It starts at the top with our senior team, who have more than 20 years of brand and communications experience and extends to our industry SMEs, technical writers, media specialists, creative designers, and growth and performance marketers; you’ll have a deep bench of talent ready to step in and deliver results where they’re needed most. Every team member is aligned to ensure your brand's strategy is both cohesive and impactful.

What companies do you typically work with?

At Greenough Communications, we partner with a diverse array of clients across multiple industries. Our expertise spans technology, healthcare &life sciences, climate transition, and business services—allowing us to deliver tailored strategies that drive success in each unique field. Whether you’re in a highly specialized sector or navigating complex markets, we have the experience and insight to help your brand thrive.

Ready to make moments?! Let’s start a conversation about how Greenough BrandLab can help you refine your narrative and connect more deeply with your audience. Reach out to us today to discover ways we can elevate and amplify your brand!

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