Brand Thinking

Silos are not our friends. Marketing, PR, and Web efforts are not as different as they seem. These are all aspects of company operations that touch customers directly. They are each control points of The Brand.

While the company web site could be classified as an IT project and a magazine ad as a Marketing project, it is important to realize that these are not separate processes.  These are the arms and legs of a much larger entity – your brand strategy. It is crucial that they work together from the same plan.

When we begin a new project, we look at more than just the specifications. Sure it’s important to know the dimensions of a magazine ad or the operating system of the web server; but it’s also important to understand the goal of the project and of the company. If there isn’t a strategy in place to reach those goals, it’s time to make one (even if it’s just outlined on the back of a napkin).

You've got to think about the big picture. You've got to be consistent if you want to build The Brand. You can't have different aspects of the brand experience running in different directions. That's why we always chart the course and position of The Brand and other brand control projects before we start work on a new project. We’ve designed our methodology so that every action we take works toward the business goals of our clients. Our work isn’t just about making something that looks cool. Our work is about building tools that really improve the business operations of our clients... which is pretty cool.