An engaging, on-point, 30-second spot can be a thing of beauty. But a good advertising and marketing strategy has two engines: awareness and relationship-building, and the driver of those engines is public relations.

Matthew and Arlette Woods were professionally unhappy and unfulfilled. One night, they both came home worn out from yet another long work day, and a seemingly innocuous comment sparked a decision that changed everything.

We sat down recently with CEO Lisa Rowland Basher, the fifth generation of her family to run the company, to learn a little bit about the Jelly Belly philosophy of sustaining a family business.

This strip between 14th and 15th street not long ago was a dead zone. Now it’s filled with bars and restaurants. Still, many worry that Sacramento could be roaring into a restaurant glut that could put pressure on current restaurants and those arriving soon.

For many years, I have been making furniture that I sell to friends and family, and at local fairs and boutiques. It has become so successful that I’d like to work toward officially starting my own business. I know there are many ways I could set up my company; how do I know what will be best for me?

This type of belt is popular overseas, not so much in the U.S. But for the past few years, Brig Taylor and his wife, Michelle, have been on a mission to make hole-less ratchet belts the go-to accessory for American waistlines.

Super Bowl ads aren’t for everyone. If you’re a multi-billion-dollar global brand, shelling out $4.5 million for 30 seconds of airtime may be perfectly reasonable. For the rest of us, there are a few, slightly more affordable options for spending those marketing dollars. And spend them you should. A solid advertising strategy is essential to growing your business.

Yoga instructors keep so many of us fit, grounded, mindful, focused and from going postal. Which is why I decided to put my professional talents to work on a market research project for yogapreneurs. The notion was solidified over coffee with one of my favorite yogis who agreed that what yogapreneurs need is what they can’t afford: the strategy and market insights to support their passion-fueled careers.

Energy: That’s the word that gets repeated often around the Warehouse Artist Lofts on R Street between 11th and 12th streets, and for good reason: The mixed-use loft project is teeming with artists, creative retailers and enterprising restaurants whose diversity is matched only by the eclectic mix of business owners who have bought into developer Ali Youssefi’s plan for the building.

Where Crabbé left off in the development of departmental training and service protocols, Johnson will be connecting the dots in the larger picture for the company.