Beakbane creates value for our clients by developing brand strategies and innovative communications

: What to catch? Where, how, and how to prepare?

By way of metaphor, we work with our clients so that they eat well. We help them decide which dishes to prepare. If it is fish, which fish do we need to catch? Where should we go fishing? What is the best equipment? Should we be using nets, worms, or lures?

As with any fishing trip, success is more assured when there is a clear plan and you know about the behavior of the fish. If you are using a hook, it will work better if it is sharp. It is the same with brand building; you need a plan. You need to understand the target, and a sharp brand focus is more likely to stick.

What Beakbane does – the list

We are a service company that delivers whatever our clients require to build their brands – as efficiently as possible. We are flexible, versatile and we are always innovating so the list of what we do is constantly evolving. Here is a summary of what we are doing these days:

We develop exciting visions and create new market opportunities
We develop insights into target groups that will help us connect emotionally
We analyze markets and develop clear marketing strategies
We think up new company and brand names
We develop corporate identities and develop brand guidelines
We develop a clear focus for brands so they can be easily understood
We provide the tools for salespeople to sell more effectively
We develop integrated marketing campaigns including:
Interactive presentations for touch-screens and the iPad.

We tap into a large network of freelancers when we do not have the skills in-house. We have sophisticated online systems that enable us to manage multiple vendors efficiently.

We are not skilled in the following areas and prefer to work alongside specialists:

Creating major TV advertising campaigns
Evaluating and buying media
Handling large-scale public relations campaigns
Building large e-commerce websites
Organizing sponsorships and large events

Our approach builds sustainable value

Marketing techniques are evolving at an unprecedented rate and it can be challenging to get new techniques to work synergistically.

The approach we advocate is to optimize a brand focus using buyer insights and multi-concept research and then to 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 we believe in developing systems that create brand value. The key metric is profitable sales – not just for the short term but also for the long term. We are driven to create sustainable value.

Innovation is risky, but we make it less so

We are driven by the innovation imperative. Every organization has to innovate to avoid being trampled by bolder competitors – particularly in the marketing arena. We help companies drive innovation by re-launching themselves; by clarifying the brand proposition; by launching new products; by penetrating new markets; by connecting with audiences and by communicating in new ways.

All innovation carries with it a degree of risk. Whenever you do anything new, you can never be absolutely certain that it will work out. But how risky does innovation have to be?

Many agencies aspire to push the envelope creatively. And so do we. But, we also realize that it is easier to lose money than to make it that and it is easier to be casual about someone else’s money than one’s own. We make a point of treating clients’ budgets like we are joint owners. If we do not believe a specific course of action will provide a return on the investment, we will say so.

We believe in minimizing risks through a number of approaches, including:

Understanding the company, the markets and the chain of satisfaction thoroughly to base creative decisions on buyer insights
Multi-concept research, exploring a variety of solutions and then collaborating to refine approaches and to conduct sophisticated audience research
Utilizing new tactics and then tracking results so that the approaches can be refined and the results are cumulative

Too much to ask.

Desperately seeking a new creative partner, a marketer walks through the wrong agency door… (and yes, innovative technology applications like Xtranormal turn us on).