Brand.

 

Brand strategy and business strategy are not mutually exclusive. They are intertwined and symbiotic.

 

We keep brands strong in the face of ever-shifting competitor landscapes, dynamic markets, and consumer perceptions.

 

A relevant brand continuously connects and adapts with the people around it–their philosophies and ambitions.

RESEARCH & MARKETING STRATEGY.

 

We build ads and brands for people. So we like to know who those people are, and how we’re going to reach them.

 

Successful brands impart narratives of relevancy and value. To do so, a brand must know its audiences, its competitors, and always stay aware of industry landscapes. We uncover the primary, secondary and tertiary for each.

 

Research and marketing strategy are crucial elements for a brand. They reveal potential touchpoints and outline marketing collateral. They forecast industry trends and inventory competitor positioning. More readily, they guide media channel selection and ad placement decisions.

Our Tactics.

Research Landscapes.

 

Understand the audience: demographics and personas. Research the competition: strengths and weaknesses. Asses the industry: entry-levels and blue-oceans.

Big Data.

 

Government censuses, web analytics, usage reports, consumer data trends–the list go on and on. Usually employed for larger companies and well-financed startups.

Feedback Channels.

 

Surveys, social media, networking, interviews and focus groups (to name a few). Cost-efficient and up-close. A small business’ best friend.

TOUCHPOINTS & EXPERIENCE STRATEGY.

 

Touchpoints are the “make or break” moments of a brand. Where the customer’s expectations are either met or left. They are the moments where a brand follows-through on its narratives. Where it validates its authenticity. Where it makes good on its promises.

 

Every brand has a territory of touchpoints unique to their strategy. It can be a website and mobile app (and user-experience). It can be product development and package design (and user-experience). It can even be customer service and return policies (and user-experience). It’s all of them.

 

Touchpoint and experience strategy analyzes the placement, timing and environment a person will encounter any particular communication, content, or collateral of the brand.

Our Tactics.

Customer Feedback.

 

Surveys, social media, networking, interviews and focus groups (to name a few). Usually cost-efficient, and up-close. A small business’ best friend.

“Soft” Launches.

 

Always recommended. A must for software products and entertainment-driven services. Helps refine brand narratives, and expose areas of improvement.

Beta Testing.

 

Invaluable for digital products and inventions, both software and hardware. If it doesn’t work, it won’t sell. At least, not for long.

OPERATION & ORGANIZATION STRATEGY.

 

Op-and-Org strategy is one of the most overlooked aspects of a brand. And it often has one of the largest impacts.

 

How a company organizes itself. Its ideology. Its culture. Employment standards. Company benefits and incentives. Workforce fulfillment and well-being. Its professional philosophy and personal touch.

 

Some of the most powerful narratives a brand will tell come from within. Many brand narratives and value propositions are a culmination of a company’s operational fitness and organizational purpose.

 

Op-and-Org strategy affects everything, and it’s where brand strategy and business strategy overlap the most. However, brand strategy is more interested in distilling authenticity, identity and culture; then harnessing those characteristics to purvey value and personal connection.

Our Tactics.

Fitness Evaluation.

 

Operational efficiency is industry standards. Operational fitness is creative strategy. We identify which activities make a business unique, then build brand narratives and value propositions around them.

Employee Engagement.

 

Surveys, creative workshops, interviews and team-building (to name a few). We get to know the people behind the brand. How they work. And why.

Competition & Conditions.

 

Keep operations and benefits unique. First, we discuss industry efficiency standards and competitive benefits. Then, we align company goals and employee input to distill authenticity and instill value.

CONTENT & COLLATERAL STRATEGY.

 

Content and collateral strategy examines the connotation, structure and progression of a brand’s numerous narratives. Most people know this as “storytelling”. For every value proposition, there’s a story to tell. For every product or service, there’s a story to tell. For every logo, advertisement, media channel, user-journey or target-audience–there’s a story to tell.

 

Some stories get told once; others need to be repeated. Some stories get their own collateral; others share collateral. And sometimes, the collateral gets its own story!

 

Content and collateral comes in many forms. From planning a website, to orchestrating an entire product rollout campaign. From social media content to print ads to package design (to the product itself). Each piece of collateral has a purpose, each piece carries content and connotation.

 

How a brand articulates its narratives through content and collateral largely affects its perceived identity.

Our Tactics.

For Print.

 

Print isn’t dead. It’s reborn. Print adds texture, depth and dimension. It carries connotations of character and quality in ways digital cannot. And these days, it can be paired with digital better than ever.

For Digital.

 

Digital diligence is a requirement these days. Websites. Microsites. Mobile Apps. Custom Software. User Experience. Graphic Design. Information Architecture. We do it all.

For People.

 

People respond to metaphors, imagery and clarity. They also gravitate towards consistency and quality. We hold this mindset when we ideate, create, and implement content.

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