Adjusting your customer experience strategy in times of uncertainty


During the COVID-19 global pandemic, many industries have experienced enormous disruption and even complete shutdown. As a result, it’s becoming necessary to rethink business processes and customer needs to better serve clients. It’s possible that your customer is learning about your product or service in a whole new way or experiencing different touchpoints in their […]


Connecting with empathy and poise: A guide to being behind the webcam


We’re entering week four of working remotely as a company. Our normally bustling office is empty, and we’re all learning to make offices out of our homes and maintain homes inside our new makeshift offices. It’s the “new normal,” but there’s nothing normal about it. This isn’t your standard teleworking break from the office. Coworkers […]


The key to ‘Human Experience’ is great storytelling


Human experience (HX) has recently emerged as a concept that leading brands and consultancies say must be prioritized to remain competitive in the digital age. What does this mean for marketing? And how do you distinguish human experience from user experience (UX) and customer experience (CX)? Centerline’s Strategic Creative Director Dan Self and Group Account […]


Working through change: Tips for working remotely and staying sane through the outbreak


Welcome to the new normal. In the wake of the COVID-19 outbreak, we’re all learning to make some changes to our normal routine to keep business running as usual. I’m so proud of the way the Centerline team has pivoted to working remotely, while staying connected and on top of our client work.   Even still, […]


Empowering children through performance: launching a new brand identity for NC Arts in Action


Being exposed to the performing arts can be transformative to a child’s life. However, the reality is that many children today never have the opportunity to experience the arts, much less participate in them. Since 2005, North Carolina Arts in Action (NC AIA) has been on a mission to correct that by introducing dance, music, […]


What B2B marketers can learn from the 2020 B2B Content Consumption Trends Report


B2B marketers have always faced challenges that our B2C counterparts don’t have to deal with. Sales cycles are longer and more complex, and we’re almost never selling to a single stakeholder. Our message has to touch a variety of decision makers in a variety of positions across entire organizations. Today, the challenge is even greater. […]


Community-directed content: The next best thing to filming there


Nobody talks about your brand more effectively than the people who live and breathe it every day. Putting SMEs, influencers, and employees in front of the camera and having them share their knowledge and passion with your audience delivers a level of authority and authenticity that’s difficult to achieve through other forms of content.  Of […]


Centerline VP of Content and Creative byline featured in Marketing Land


Erin Craft, Centerline’s VP of Content and Creative, penned a byline for Marketing Land titled “Here’s why B2B should get better at episodic storytelling”. “Streaming services and premium television publishers are purposefully presenting stories as episodes to keep audiences coming back for more. It works for Disney+. It works for B2C brands. And, as more […]


Travel restrictions should not restrict your storytelling


As the COVID-19 virus spreads, event cancellations and travel restrictions are on the rise. At Centerline, we embrace the challenge that comes with finding an alternative way to get your message out. For one, it’s a great reminder that traditional executions of a brand’s POV, like live-action video, aren’t the only options. Just as events […]


What to do if you have to cancel a live event


When the show must go on. In a world where video conferencing is a daily norm, there’s a certain magic to live, in-person events. But what if circumstances beyond your control mean you can’t host an event or your clients can come? Recently, global public health concerns over COVID-19—commonly known as the new coronavirus—have caused […]


You’re overthinking it: 6 ways to prevent project paralysis


“If you want to do something, if you want to make something, if you want to create something, I’ve learned that you can’t be afraid to do it wrong. You have to dare to suck.” —Justin Timberlake When was the last time you dared to suck? You know, by putting your work out in the […]


What’s the difference between UX and CX?


Customer experience (CX) is fast emerging as one of the core business elements every enterprise must master in the digital age. But what does the ascendancy of CX mean for user experience (UX), and how do these two important concepts relate to one another? Centerline’s Group Strategy Director, Greg Harbinson and UX Strategist, Brandon Frye […]