 Our Approach  We start by evaluating how consumers perceive your product or service, how they feel about your competition and how they feel about the entire product category. Where do you fit in? What are your strengths, weaknesses, and opportunities?
The Marketplace
What’s going on around you? What are consumers really looking for? What innovations are taking place in your category? Are you a product without a market? It’s important to communicate a message that resonates with consumers. What are they feeling, doing, and thinking at every stage of the buying process?
Target Marketing
Who
is the right audience for your message? What types of communications
are they more open to? Who do they believe and disbelieve? What
forms of media are best suited for telling your brand’s
story? And how does that story translate to all other forms of
media you will be using, like public relations, direct marketing,
print, outdoor, new media, and broadcast?
Goals Oriented
What is your vision of success for the brand? Is it market share? Is it sales? Or is it a feeling people get when they hear your name? State your goals up front and plot a course of action that accomplishes them.
Brand this!
Today, lots of agencies bill time developing a branding strategy, but few are ultimately successful. It’s not enough to know what branding is; you need the experience and talent to put it all together. Ask any agency for a portfolio of successful branding campaigns, then judge for yourself.
Evaluating the Results
How do you know your branding strategy is working? What steps have you put in place to judge success? Is it merely sales? Do you have processes in place to determine if your message is resonating with your target audience? Are the people who ultimately use your product or service actually the people you targeted?
This is the way we build and evaluate a campaign, but in many ways, it’s only part of the story. We believe in strong production values, flawless art direction, heavily researched media buys and ads with punch and class. We own our own production company (see: ducksoupproductions.net) and produce & direct virtually all of the broadcast work we do. That not only saves money, but gives you total control over the finished product. The results speak for themselves. |
