Daring to dream of a world where marketing doesn’t suck.
Think of your desired market as a big party that you may or may not get invited to. Being loud, annoying and irrelevant probably will not win you an invite. Being fun, conversational, humorous and smart will. We believe that this compatibility with your target consumer is the essence of good marketing today; leveraging the key attributes below to create positive associations with people so they’ll want to hang out with you. Basically, your brand doesn’t just need to look good these days, it needs to be good. This is why our motto is, “Have A Nice Brand.”
Information
Attaching your brand to useful information positions you as an opinion leader, gets you in front of your audience in an altruistic way, and encourages word of mouth/mouse (and helps SEO). Making the information relevant to your audience is the useful part.
Design
Exhaustive market research just revealed: people prefer pretty things versus ugly things. Good design imparts value. Ask Apple or Nike, who get this right from product design to advertising to packaging. Great design is also the most effective way to unify your brand across mediums. An important goal in our fragmented media world.
Community
As a business you have more opportunities than ever to bring people with like passions together. And you’ll be loved for it. Of course, social manners must be minded; this isn’t your father’s ad campaign. This is when your audience begins owning and shaping your brand. Be part of it. Roll with it. Just don’t ignore it.
Emotion
One thing’s certain: when consumers face too much information they shut off their analytical brain and go with their emotional brain. Let us explain. The pre-frontal cortex region is associated with cognitive behavior and executes decisions based on … oh, crap, see how boring TMI is? Basically, consumers are looking for an emotional connection with your brand.
Technology
Your thermostat’s talking to your fridge, telling it that you’re almost home from work and to keep the chardonnay cold and your energy bill low. Your kid’s using your phone to check off chores and watch her allowance grow into a fat stack. Your car’s parking ability mocks you. Yeah … cool stuff is out there and everyone wants it. Planning with new modes of communication in mind is paramount.
