The Briefcase | Sutherland Weston

In a world where everyone is sweating the small stuff, it can be hard for a business to find its identity, let alone share it with the market. In this episode of The Briefcase, Kirsten Cutshall, CEO of Steel Advertising, calls in all the way from Texas to talk about building your business's core character. What you'll learn: Instead of advertising the smaller features, focus on the uncompromising...

Once the calendars hit June, everybody wants to make a summer full of memories: your business might be in the position to provide them. In this episode of The Briefcase, Kirsten Cutshall, CEO of Steel Advertising, calls in from Texas to share the trade secrets of the Summer Marketing Strategies. What you'll learn: During the summer, people want to make memories-- and to make memories, people need...

Sometimes, the best way to make a statement is with silence. For the entire month of May, LL Bean has been pausing all social media to support mental health. In this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, walks us through the reasoning behind and the impacts in the wake of the brand's seasonal silence. What you'll learn: Having your brand take a s...

In this episode of The Briefcase, Paul Chadwick, Video Production Specialist at Sutherland Weston, unpacks the often-underappreciated yet pivotal role that audio plays in video content. Framed by his professional insights and casual banter, Paul highlights how audio can elevate a video's impact or derail its effectiveness.  As video habits shift toward "listening over watching," Paul shares tips f...

In this episode of The Briefcase, Paul Chadwick, Video Production Specialist at Sutherland Weston, follows up on a previous episode titled "Unforgettable" about the importance of standing out in business. Paul takes this idea further by discussing how video, specifically how you shoot video, can make your business not just seen, but remembered. Whether you're selling tires or cakes, the goal is to...

In this episode, Elizabeth Sutherland, President and CEO of Sutherland Weston, explores the blurred lines between fiction and real-world media access, sparked by a plot twist in Richard Osman's We Solve Murders , part of the Thursday Murder Club series.  Using the fictional scene as a springboard, Elizabeth and Ric Tyler offer a behind-the-scenes look at television media protocols, typically invol...

In this episode of The Briefcase from Sutherland Weston Marketing Communications, audiovisual specialist Paul Chadwick shares how turning on closed captioning for his television viewing sparked a deeper appreciation for the practical power of subtitles in marketing and communication.  He explains that closed captioning isn't just for accessibility; it's a strategic tool that boosts engagement, rea...

Corey Morris, CEO of Voltage and author of The Digital Marketing Success Plan , joins The Briefcase to share the power of START, a five-step framework designed to help marketers and businesses cut through the noise and create actionable, enduring plans. Morris provides a compelling argument for structured agility in digital marketing, from avoiding over-complication to building strategies that out...

In this episode of The Briefcase, Dan Cashman reflects on the decision to end The Nite Show, the nation's last locally produced late-night talk show, after a 15-year run. He explores the emotional and strategic complexities of knowing when to let go, whether in media, business, or personal projects. From pandemic pivots to long goodbye planning, Dan shares lessons on flexibility, gut instinct, and...

In this imaginative episode of The Briefcase, Ric Tyler and Social Media/Digital Specialist Mark Parent unpacks a creative technique called Brainstorming 101. The heart of Brainstorming 101 lies in bypassing traditional product benefits and instead asking questions that generate real stories about the product's context. As Mark explains, it's not about laundry detergent—it's about memories of doin...

In this episode of The Briefcase, Ric Tyler and Social Media/Digital Specialist Mark Parent recount a memorable branding exercise that reveals how employees and customers can perceive the same brand differently. The activity asks participants to personify their company using analogies like "What kind of car would your brand drive?" or "Which superhero would it be?" The goal is to shape a brand's i...

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 dire...

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 constr...

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."  Thes...

In this episode, Elizabeth Sutherland breaks down one of the most common reasons marketing fails: lack of follow-up. You'll learn: Why most sales happen after the first few touchpoints How simple follow-up tactics can make a big difference Why consistency matters more than flash Key takeaway: Marketing without follow-up is like fishing without reeling in your catch. Elizabeth Sutherland is Preside...

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 For...

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 m...

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 community event, this quick convers...

In this episode of The Briefcase , Makaila Hickey shares practical, no-stress advice for businesses navigating a common digital challenge: when their website provider disappears, retires, or stops responding. Rather than panic, Makaila explains why this can actually be an opportunity. What You'll Learn: Why taking inventory of your digital assets (logins, hosting, analytics, domain info, etc.) sho...

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...

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...

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: - B...

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...

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...

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 somethi...