No more random acts of marketing.
Loving better means loving strategy. Our purpose in every engagement is to help clients communicate as effectively as possible while achieving maximum ROI—but that doesn’t happen by accident. It happens through well planned, thoughtfully conceived strategy.
In every aspect of the strategy work we do, we use research to make decisions based on evidence, not on intuition alone. Sometimes our gut is right, but we prefer the confidence—and the success—that comes from consistently planning our work and working our plan.
An oft-quoted New York department store executive once said, “I know I waste half the money I spend on advertising. The problem is, I don’t know which half.”
Our response? Hogwash.
Knowing sooner is better.
Don't be the client who says, "Of course it's a good idea...the Universe will take care of it," then loses a quarter million dollars. Instead, be the client who gets the tough answers to tough questions up front.
Our validation process is designed to help you do just that. In fact, we help budding entrepreneurs and established corporations test ideas for new products and offerings by getting them in front of the right people to gather invaluable feedback.
Before you invest big, invest a little to ensure your idea is a winner. If most people in your market don't think they’ll buy underpants for their pet rodents, you need to know that before you mortgage your house.
Hit the right nail on the head, every time.
Have you ever hit the wrong nail on the head? Nothing is as frustrating as great execution that comes with no reward because it was based on the wrong strategy. It's a waste of time, energy and money.
Targeting is the foundational component of any brand strategy, for upon it hinges everything you do and say--even the way you look and feel.
We'll help you develop an effective targeting strategy by doing the research necessary to understand who you should really be selling to. We’ll segment your audience into targeting personas that bring to life the demographic and psychographic profiles of the people you’re trying to reach.
So whether your market consists of Summertime Moms, C-Suite Captains, Nearly Nesters or Frequent Flyer Execs, trust our strategy team to make sure you never hit the wrong nail on the head...or miss the nail altogether.
Stake your claim.
Your position is the real estate you own in the collective mind of the market. Let the market know who you are and what role you play. If you don't stake your claim, consumers will do so for you. Or worse yet, competitors may relegate you to a position that's advantageous for them.
Through our brand positioning process, we’ll help you establish an effective position that will resonate with your target audience and get you noticed.
Messages targeted for brand success.
So, you've established your target market and you know your brand position. Now you need to effectively communicate a compelling value proposition. If you miss the messaging part of this equation, you'll miss the mark.
That's where our messaging experts earn their keep. We're adept at identifying the core messages that need to be communicated and turning them into creative messaging platforms that consist of headlines, subheads, supporting text and proof points--content that is ready for use on your website or in your next advertising campaign.
Better process, better results.
As good as a hunch may be, it's just that--a hunch. Through our time-proven Brand Effect™ strategy development process, we build better brands that are based on research, not on instinct alone.
Brand Effect™ combines desktop research with first-hand stakeholder research to provide a very clear picture of how your brand is doing and how it's perceived in the marketplace. Based on research, we develop a concise, long-term blueprint for targeting, positioning, messaging, brand architecture, tonality, personality, and strategies and tactics™. All of our vital strategy work rolled into one smoothly executed process.
Whether you're launching a new brand or retooling an established one, Brand Effect™ will remove the marketing guesswork that causes so many businesses to fail. It's a thorough strategy development tool that has helped dozens of companies to increase the impact of their brands and the ROI of their marketing.
What's in a name?
Start with all the logos of your competitors, then strip away the colors, designs and font treatments. All you'll be left with is pure, unadulterated names. Some will be unique. Some will be ownable. Some will be eerily similar to each other and easily forgotten.
Good corporate names and product names have the power to make a first, very important brand impression. A clever, memorable name goes a long way in helping a brand to differentiate itself and show leadership.
If you need a new name for your company, product or service, our seven-step naming process will help you establish a name that instantly brings your brand to life and makes it stick.
Make it extra sticky.
The goal of a tag line is to provide stakeholders of your brand with something to latch on to...something their minds just can't let go of. Ideally, a tag line will evoke the feeling of your brand position, but it might also need to be descriptive if the name of your product or service hasn't yet established enough brand power to be recognizable.
Through a multi-stage process that begins with research and ends with screening for trademarkability, our messaging experts will get cozy with your brand and then propose tag line options that powerfully position you.
Trade that shotgun for a rifle!
No more shooting from the hip! And no more blasting away aimlessly when you can be acutely focused on just the right target.
When it comes to marketing, the more focused you can be, the less money you have to spend. We’ll make your marketing program better by powerfully integrating creative strategies and tactics to achieve maximum exposure and conversion within your specific target audiences.
Complete with implementation calendars and budgets, our marketing plans will take the guesswork--and the frustration--out of your marketing. Always designed to build memorable brands while producing measurable results, our plans and campaigns will increase the ROI of your marketing investment.
What would it be like to have a CMO in your back pocket?
Not everyone can afford to have a Chief Marketing Officer on their payroll, but most companies need one--someone to direct the big-picture thinking of the marketing program, to work side-by-side the executive team in setting company strategy and to oversee the effective development and implementation of marketing strategies and tactics.
We've got just the person for you, a CMO for hire who will be on retainer for 10 hours, 20 hours or even 60 hours a month to make your marketing program better by steering the ship and ensuring you never go off course.
You silver-tongued devil, you...
Copy writing is the process of developing content and verbiage for a website, advertisement or any other kind of marketing collateral—and it's absolutely essential to the success of your marketing program.
Even the most beautifully designed marketing piece or website will be ineffective if its message is not written well. If it's not compelling to read and if it doesn't communicate a clear selling proposition or brand message, you've lost.
We'll help you maximize the ROI of your marketing dollars by writing content that establishes a clear brand position and is designed to convert. Our professional copy writers can write for every type of media and for every marketing objective, both online and off.
Don't leave the success of your marketing to chance by making content an afterthought; it's really the driving element of every strategy and tactic you pursue.
If you rank on the fifth page of Google and nobody sees you, do you really exist?
For all intents and purposes, no.
Being ranked tenth instead of first on the front page of Google means being clicked at least 10 times less than the top spot—regardless of how much better your offering might be. On top of that, only 10% of Google users look beyond page one search results, making you effectively dead to the world if you're not ranking.
After you've built a great site that's designed and developed to perfection, don't let it go unnoticed. Whether you're looking for local or national exposure, our SEO team will get you ranked and drive the traffic you need to build your business and your brand.
We do SEO better by not locking our clients into annual contracts and by offering a fair pricing model that reduces our fees as our effort shifts from launch to maintenance.