Your brand— it’s the most elusive source of value for your company. You can’t quantify brand equity in units or measure it in itself, so your marketing communications results can sometimes feel as certain as a game of roulette. But your brand is an essential link between you and your customers, and your bottom line reflects it as much as your sales or capital. Every point of contact you have with your customers communicates your brand and develops or enforces powerful associations. It’s our job to optimize that relationship’s equity and certainty of results with the right marketing strategies.
Let’s admit it, strategy has never been the star of the marketing show. No one ever recounts the most strategic Super Bowl commercial around the water cooler, but consider how many advertisements you’ve started to describe with, “I don’t remember what the product was, but…” Creativity is vital, but without a strategic direction, it’s just improvisation — fun to watch but not much else. Creative advertising that sells — now that’s marketing.