WHY A “BRAND FOCUS”?
The traditional approach to marketing has been to create a corporate or product logo and then allow the advertising agency to develop the brand persona. This approach is no longer adequate as there are too many intersecting audiences, too many communication tactics and the web is too pervasive and dynamic.
We advocate a more sophisticated approach where the brand focus encapsulates the product positioning, the benefit and provides a lead in for the sales narrative. A sharp focus is the way to ensure the audience gets the “point”.
The brand focus makes the different communications tactics more effective so the product is more likely to be found, remembered and perceived favorably by different audiences.
- Think of the brand focus like a fishing lure. A well-conceived brand focus will attract attention and provide a thread that ties different communications tactics together making them more cost effective.
Marketing techniques are evolving at an unprecedented rate. How do you decide on the best approach?
The approach we advocate is to optimize a brand focus using buyer insights and multi-concept research and then generate sales using innovative, up-to-the-minute communication tactics. We refer to our approach to project development as “SmartSteps”.
Our experience has taught us that in fast-evolving, competitive markets, a brand needs a solid foundation or “brand focus”. Then communications tactics need to be employed that are cumulative in their effects, increasing sales by moving the product through the “chain of satisfaction”.
We do not believe in chasing after the latest marketing fads, but rather in developing systems that create brand value. The key metric is profitable sales – not for just the short term but over the long term. We are driven to create sustainable value.