July was busy, enlightening and exciting month for us and client, Crown & Caliber. We just completed a significant brand development project culminating in a new, unique long-term brand position, strong communications platform and an energized depiction of a new brand personality. Look out pre-owned luxury watch world. Here they come.
Welcome new client BlackFin Square. Just when your competition thought it was safe to go back in the water.
When you're modest, caring, true to your values and 100 year-old quality craftsmen, well, you can easily and understandably grow quiet. (While quietly growing.) But make no mistake, with a product and brand story this engaging, quiet time may soon be over in another new client's industry. But for now, mum's the word.
We're crossing our fingers and lacing up our kicks.
You’ll find success stories and articles about “Big Data” at almost every turn, from The Wall Street Journal and New York Times to every marketing and advertising forum, seminar, trade pub and blog.
There’s no doubt, the more and deeper data we can gather, the more accurate and effective our marketing and messaging can be.
But data is fact. Fact is good but lacks emotion. As a result, fact, like price, can be deposed by a better fact or better price, quickly and easily. 3x the whitening power is better than 2x the whitening power.
But data is also invaluable food for communication. And communication is an art. Inherent in art is emotion. Be it joy or sadness, humor or anger, empathy, curiosity or love. Emotion makes facts resonate.
It’s this artful communication of fact and the resulting personal experience that create brand enthusiasts, loyalists and inspire brand activists to bring others into the fold.
Which is no doubt why “Just Do It” is now in its 28th year and Nike holds a commanding 48%-and-still-growing share of the American athletic footwear market.*
Yes, you can have more finite consumer data and insights at your disposal now than ever before.
But let’s keep perspective. “Big Data” is a silver lining, not a silver bullet.
*Source: http://www.highsnobiety.com/2015/11/11/nike-market-share
Relationships are built on trust and respect.
Agencies, if your client doesn’t respect and value the power of advertising, your expertise and knowledge of their business, how can they trust you with their brand?
Conversely, if you don’t respect your client’s expertise and their belief in the power of advertising, how can you trust them with your brand?
Look at the best, longest, most fruitful client-agency relationships and you will no doubt find mutual trust and respect at the core.
Both are earned, by the way.
