How do you choose to compete?
Our starting point is always the same. We ask ourselves how do we create excitement around the company or brand that we are working for? Excitement draws in the great employees that define your business, the rabid fan base of customers that evangelize your offering, and the suppliers and partners that compliment your position. It becomes the bedrock of your business.
To create excitement we look for ideas that seduce rather than sell. Simply touting your unique selling proposition is too easy, too obvious. Seduction is indirect, it’s smarter and it works better within markets where information overload is the norm.
To seduce we start at the beginning by seeking inspiration from:
- What are the conventions – if everyone is zigging you need to zag. We look for dominant complacencies within the market that we can strategically break.
- What do you believe – If you don’t stand for something you will fall for anything. Standing for something makes you interesting.
- Writing your story – having a great story makes it easy for people to talk about you. And we know that you want to be talked about.
- Going social – social media is still the biggest shift in marketing since television. A great brand with a great story just begs to be social.
By the way, if you ask us to simply come up with a name, design a logo, build a web site, develop corporate collateral or devise an ad idea we will be likely to politely decline. It’s not that we don’t create the aforementioned artifacts. If you look through our portfolio you will see that in fact we do. However, to create them without strategic insight and intent is to do our work and your company a disservice, as the work and its intended impact suffers.
