Jennifer Mulchandani | Arlington Strategy

What is Brand?

by Jennifer Mulchandani | Jan 14, 2025 | Brand Strategy, Latest News, Marketing

“I run a boutique brand consulting agency in Arlington, Va.” Eyes glaze over. Confusion is evident. What the heck is ‘brand? people ask. I recently saw a meme that sums up what a brand is. I would modify this, though: Marketing is like flirting....

Why You (Especially) Need Marketing in an Economic Downturn

by Jennifer Mulchandani | Feb 15, 2024 | Latest News

Why You (Especially) Need Marketing in an Economic Downturn When Marketing is Not a Luxury, But a Lifeline Let’s be real: our economic landscape is not the same as it was a year ago. When debt, inflation, and the cost of borrowing rise — all while savings are...

What is Cause Marketing and Why Should You Care?

by Jennifer Mulchandani | Feb 22, 2023 | Nonprofit Marketing

Sometimes called “corporate social responsibility” in larger organizations, cause marketing is intentionally giving back and engaging with the communities where a business or its employees are based. Cause marketing is not only for the big corporations of...

5 Advanced Email Marketing Tactics for Better Results

by Jennifer Mulchandani | Dec 12, 2022 | Brand Strategy

Now that you know how to get started with email marketing campaigns and what it takes to have an email marketing content strategy, it’s time to take it a step further by applying advanced email marketing tactics. Why You Need To Implement Advanced Email Marketing...

Email Marketing Content Strategy

by Jennifer Mulchandani | Oct 24, 2022 | Brand Strategy

In marketing, the phrase ‘content is king’ is commonplace. What this means for email marketing is that it isn’t enough to just send any old email to your audience, you have to be thoughtful with your content strategy. In the first post of this series, we talked about...

How Nonprofit Marketing Helps Fundraising

by Jennifer Mulchandani | Oct 20, 2022 | Nonprofit Marketing

Nonprofits and the associated tax designation of such organizations are compelled to work towards a public good. Historically, this has often meant that nonprofits operate with lean margins, spending little on activities that are not directly correlated with...

Email Marketing: Getting Started

by Jennifer Mulchandani | Oct 6, 2022 | Brand Strategy

Email marketing is an important tactic to consider incorporating into your marketing strategy. Don’t worry if you don’t know where to start, that’s where this blog post comes in! Key terms in email marketing: Audience: a group of contacts; you can have one or...

Lessons on Brand from The M Word

by Jennifer Mulchandani | Sep 15, 2022 | Brand Strategy

Season 2 of The M Word was focused on brand — what it means, why it matters, the highs and lows of managing it, and so on. We asked guests, “what does the word brand mean to you?” and did deeper dives into their own experiences creating, recreating, and building...

Arlington Strategy’s 10th Anniversary: Message from Our CEO

by Jennifer Mulchandani | Sep 13, 2022 | Brand Strategy

“Write a blog post on our rebranding,” my team said. “Reflect on the past ten years,” they added. And so I did. Running a business is a lot like raising children, in so far as the days are long but the years are short. Maybe anything that takes so much energy and...