by Miriam Hara | May 19, 2010 | Branding, Business Success
Brand Tactics need to be re-evaluated on an ongoing basis.
To often, brand managers feel that once they have used a brand tactic, and it hasn’t worked, it will never work. That’s just not so. As time marches on, it is increasingly important for brands to stay in shape, (sound familiar?). Keeping pace with market shifts and trends is key to brand survival. When market conditions are tough, as they are today, it’s time to take the time to get fit. It is also the precise time to plan for the future. There is an old adage, “time stops for no one”… there is another wise saying: “this too shall pass”. Consequently, your brand tactics need to be timely, in top shape and ready to go!
Photo by basheertome available under a creative commons license
How do you evaluate brand tactics? Suffice to say, in every type of market condition there exist three fundamental pillars: The right approach. The right offer. The right time.
The approach and the offer must be in sync with the timing of any marketing initiative in order for it to be successful. Failure of a vehicle in the past, may have been the result of the wrong offer or, of “off” timing. When reviewing how to get your brand to lift off in time for the next full market up swing… keep an open mind and review and assess with a 360 degree scope. Make time work for your brand.
by Miriam Hara | May 19, 2010 | Advertising
As a long-standing advertising agency, we consider ourselves as professional creative marketers.
Regardless of the industry or medium in which we are working – we ask the same questions with one key difference: we listen first.
Every advertising agency has its process, and we do as well. Our Brand Kinetix ensures that we evaluate every project in a certain way. We listen with no expectation of what the answers will be. No ‘same-old, same-old’ standard, run-of-the-mill solutions. The result is fresh, appealing, even zesty creative – with out-of-the-box new strategies for any particular industry. Keeping fresh is what makes our agency hum, and tick, and whirr. We constantly build and keep momentum… at the creative and marketing level, as well as at our client level.
Photo by faith goble available under a creative commons license
The cross exposure of all that our creative team touches makes us versatile and constantly challenged to be progressive. I have to say that after 20 plus years of exposure to so many industries (just go to our on-line portfolio to see), the beauty of our diversification, is that we have become specialists in many industries and so many mediums.
by Miriam Hara | May 19, 2010 | Branding
A little patience and a little change go a long way in brand evolution. I see a brand as a living being. It needs to be nurtured carefully…it needs to sit, crawl, stand and walk before it can run. Some brands are in constant motion, too much, too fast. Working on brands as we do, we forget that the consumer is not as intimate with our brand. They need a little more time to get to know it. Resisting the temptation to change it, to add to it is the hardest part of branding.
Photo by Terry Johnston available under a creative commons license
Yet, I also see the other side of the spectrum. Some brands just sit in the same chair that they have been in for years, losing touch with the times and with consumers. Brand development takes time and it takes ever-so-slight forward movement at certain times of its life, to keep it fresh without losing its flavour or initial contribution.
by Miriam Hara | May 19, 2010 | Branding
The blending of all ingredients in most bread recipes is key to its rise and success! Very similar is the craft of developing a successful brand. Brand Making is like baking There are three important ingredients that need to be layered into brand development…. or more casually put, brand making.
Photo by except insects, available under a creative commons license
First, you need to imagine it. See it in your mind’s eye. How does it look? Feel? Act? What does the brand represent. Imagine where you want your brand to be. Second, you need to time it. Time the details necessary to achieve your vision. What’s the best time to go to market… properly? This is not a time to rush… you don’t want to end up having flat cake! Lastly, you need to watch it. Watch the details, make adjustments, listen to research or market conditions. If something doesn’t come up just right, you don’t need a new recipe, sometimes just add a pinch of something novel to the mix.
Brand Making, like creating a fabulous cake, cookies or bread.. you need to blend with passion, knead with persistence… the result will be a brand on the rise!
