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branding & strategy

 
 
 

"In an increasingly crowded marketplace, fools will compete on price.  Winners will find a way to create lasting value in the customer's mind." Tom Peters

"Tactics without strategy is the noise before defeat." Sun Tzu

Your identity is your greatest asset.  It evokes special emotions and can drive in sales all by itself.  Even in technology, people buy based on feelings and brand associations — particularly since product specifications are difficult to understand and compare.

In a hyper-competitive market, companies have an extra challenge to quickly express complicated ideas in a noisy industry.  We help you cut to the essence of your company and products with brand architecture services that include:

Identity framework

  • Establish mission, vision, taglines, images, more
  • Includes corporate messaging framework
  • Includes market, competitor and customer audits

Messaging framework

  • Establish positioning, key messages, elevator pitch, more
  • Products or issues, e.g., privacy or security

Positioning framework

  • Includes competitive de-positioning

Other brand services

  • Naming services
  • Tagline & soundbite development
  • Ad concepts

The next step is to develop a strategic plan to give focus and direction to your launch or communication efforts.  It ensures your program is aligned with corporate goals and gives you a roadmap to show where you're going.  With strategy firmly in place, a successful program is just a matter of execution.

We understand that your identity needs to extend into different channels from Web to advertising to print coverage to direct response and more.  Our integrated strategic services lay the foundation of your program and include:

Launch & communications plans

  • Aggressive short-, medium- and long-term plans
  • Targeted and creative pitch themes
  • New tactical initiatives

Perception audits

  • Analysis of how your company is perceived relative to your competitors
  • Provides a messaging and positioning roadmap

Issues & crises management plans

  • Being prepared is the key to handling any issue or crisis
  • Key messages and plan of action for emergency use