Marketing Blog

Not that you would desire to do so, but to limit yourself is to deprive yourself of greater things. The thought that we cannot do something because it is not the way things are done, or because it is too difficult, will cause you to loose even before you start. Our motto “Release yourself” is thinking without limits, and letting creativity soar like a bird. Free of any set parameters or restrictions. Therefore, I never use my profession as a guide for what we can or cannot do. The world is too extraordinary for that. It still amazes me, and my influences are therefore more outside my profession than in it. The people, the architecture, the culture and nature. It aspires to beauty and excellence.Also, if you limit yourself to look for an advertising agency that specializes within your industry, you are loosing out on something that could bring you to a level that you never thought was possible. That’s why we never specialized in one industry. We specialize in design, marketing and branding for all industries. Bringing ideas from one to another. No limits.If you can sustain the interest in what you are doing, you are fortunate. Many people get tired of what they do early in life or even in the latter part. I am very fortunate to be even more enthusiastic about what we do today than when we started. How is your enthusiasm? And do you believe you could do everything?

When one ad is crafted correctly it can do the work of ten. That is pretty good Return On Investment. To make sure your ad is created with ROI in mind, it has to be relevant and original. If it lacks relevance, it is just weird, and if it lacks originality, it is just boring. A properly practiced ad combines Relevance and Originality, which in return will create an impact in the marketplace. 

Brand management has to come from the top. It is imperative that the CEO is really involved with the brand so that it gets integrity, clarity, and is consistent over time. Just like Steve Jobs is involved with his brand (Apple), so should you as a CEO be involved with yours. When a new Marketing Director starts to change the direction or perception of the brand because he feels different based on his or her experience; Brand Management becomes extremely difficult. Actually it will damage or destroy the Brand Equity. Brand Equity is the commercial value of all associations and expectations that people have of an organization and its products and services. A brand is who you are, what you do, why you do it and how you do it. It is not the latest flavor of the month to be changed as we see fit. It is the clear long-term vision of a strong leader for the brand. Does this mean that a Marketing Director is a threat to brand management? No, not necessarily. When they follow the lead of a strong CEO and understand the existing brand, they can do a wonderful job by maintaining the brand by following the path of the 4 C’s (or 11) :-).

It is important to remember all 4 C’s of branding if you are to succeed in your branding efforts. Actually it’s more than that, how about 11? No one seem to agree on what they specifically are, however we have a pretty good idea that works really well. But let’s look at the four C’s first. Clarity, Consistency, Communication, and finally Cause. Never heard of Cause? It has been around since 1983 when American Express introduced the idea. It’s basically “boost business by giving back”; linking your business to a non-profit or charity. But you have to identify a cause that fits your business to make it work. Clarity; a clear idea about what you are and what you are not. Seems simple enough right? Consistency; always stay consistent in everything you do so every touchpoint amplifies the same experience for your target audience. Communication; breaking through the clutter of hundreds or thousands of advertisements and promotions every day. To stand out brands need to be focused and unique. That’s why brand positioning is so important. How does your brand stand up against the 4 C’s?

Believing that you know your customer and really knowing your customer is sometimes the difference between profit and a loss. Traditional marketing is not really working anymore and major campaigns are seen by some as a waste of money. Companies desperately turn to promotional campaigns to boost sales temporarily, but still they are mostly unprofitable. The answer to today’s marketing challenges is to know your customer better and get closer to them. And to make sure that you differentiate your offering through your branding work so that it stands out as relevant and original, and is of value to your customer. Target your efforts better and get back in the red.