VISION
what's in a story
WHAT MAKES A BRAND, PRODUCT, SERVICE, EVENT OR CAUSE WORTH THE TIME, THE CONSIDERATION, AND ULTIMATELY THE INVESTMENT? TODAY, THE CONSUMER MAKES DECISIONS BASED ON EMOTIONAL TOUCH POINTS. THE KEY TO MAKING A PROVOKING AND INFLUENTIAL CONNECTION WITH YOUR AUDIENCE IS SHARING THE BRAND STORY IN A WAY THAT EVOKES RELATABLE THOUGHTS AND EXPERIENCES. WHAT DEFINES YOUR BRAND’S PURPOSE AND WHAT CREATES A LOYAL CLIENT/CUSTOMER IS HOW THE STORY PROVOKES ACTION AND COMPELS A LOYALTY OR A PURCHASE. CONSISTANTLY DEVELOPING THE CLEAR AND COMPLEX REALITY OF YOUR BRAND ALSO HELPS BUILD A COMPASS FOR NAVIGATING THE MARKETPLACE ORGANICALLY AND EFFECTIVELY.
StRategic objective
the devil in the details
DEFINING A BRAND'S STRATEGIC OBJECTIVES REQUIRES A PROPER ANALYSIS OF THE MARKETPLACE AND WHERE YOUR BRAND/PRODUCT RESIDES WITHIN THAT LANDSCAPE. IN CONSIDERATION OF YOUR TACTICS, SET APPROPRIATE EXPECTATIONS TO SUCCESSFULLY MEET AND MAXIMIZE YOUR BRAND EQUITY. SETTING THE “RIGHT” OBJECTIVES IS AN IMPORTANT PHASE THAT CAN HELP GUIDE YOUR MARKETING PATH AND POSITION YOUR BRAND TO HAVE BOTH SIGNIFICANT MILESTONES AND CHALLENGING BREAKTHROUGHS WITHIN A COMPETITIVE LANDSCAPE.
measuring SucCess
playing to win
KEY PERFORMANCE INDICATORS...THE "KPIs", THE REASON TO CELEBRATE OR THE REASON TO GO BACK TO THE DRAWING BOARD.
LEAD WITH THE “END GAME” IN MIND BUT WORK WITH YOUR NEXT STEPS IN CLEAR FOCUS. SOMETIMES IT IS IMPORTANT TO ALLOW OUR KEY PERFORMANCE INDICATORS TIME TO IMPROVE AND YOU MUST BE ABLE TO SHOW A COMMITMENT YOUR OVERARCHING BRAND VISION BY BEING FLEXIBLE AND DETERMINING WHETHER YOUR PERFORMANCE METRICS ARE ALIGNED WITH YOUR SPECIFIC PROJECT/CAMPAIGN STRATEGY.
Smart tactiCs
matters of distiNction
HOW YOUR BRAND OPERATES AND WHAT YOU ACTUALLY IMPLEMENT IN THE MARKETPLACE TO BRING YOUR PRODUCT OR SERVICE, AND ULTIMATELY YOUR VISION, TO LIFE IS ARGUABLY ONE OF THE MOST IMPORTANT COMPONENTS OF INFLUENCING A CONNECTION WITH YOUR TARGET AUDIENCE.
YOUR TACTICS ARE OFTEN HOW YOU WILL BE DISTINGUISHED AMONGST YOUR COMPETITORS IN THE MARKETPLACE. IF YOUR APPROACH IS SUPPLEMENTED BY PROPRIETARY ELEMENTS AND OFFERINGS, YOU ARE ON TO SOMETHING. IT’S NOT A COINCIDENCE THE WORLD’S BEST BRANDS ARE METICULOUS ABOUT THEIR LEADERSHIP, INGENUITY, INNOVATION AND PRESENCE IN THE MARKET.
Results + visibility
THE NUMBERS,OH THE NUMBERS
WHAT THE ALMIGHTY DATA SAYS ABOUT YOUR BRAND, PROGRAM OR CAMPAIGN IS ARGUABLY THE MOST IMPORTANT SET OF INFORMATION TO BUILD UPON. ACKNOWLEDGE THE AREAS OF PROGRESS FOR SUSTAINABILITY AND FURTHER IMPROVEMENT, BUT PAY PARTICULAR ATTENTION TO THE SHORTFALL AREAS WHERE THERE COULD BE SOME (OR A LOT) OF IMPROVEMENT. THERE ARE A NUMBER OF POTENTIAL CAUSES FOR FALLING SHORT OF YOUR 'MARK', FROM CHANGE IN MARKETPLACE TO INCONSISTENT MESSAGING, TO UTILIZING INEFFECTIVE PLATFORMS AND VEHICLES TO POSITION YOUR BRAND OR PRODUCT IN THE MARKET.
HOW YOU RESPOND TO YOUR RESULTS IS IMPERATIVE TO HOW YOUR BRAND WILL BE PERCIEVED IN THE MARKETPLACE. RESPONDING TO YOUR RESULTS EFFECTIVELY WILL ENHANCE YOUR BRAND EQUITY AND ATTRACT PROSPECTIVE CLIENTS AND CULTIVATE A RELATIONSHIP WITH YOUR LOYALISTS.
SHAREHOLDERS AND OTHER PARTIES OF INTEREST NEED TO SEE VISIBLE RESULTS TO FEEL COMFORTABLE IN THEIR INVESTMENT. SO BE INTENTIONAL (WITH TACT) ABOUT HOW YOU HIGHLIGHT YOUR SUCCESSES.