Consumer Insights

1. A new all-in-one brand marketing model Imagine a marketing and branding concept that offers a completely holistic approach to the branding experience based on deep consumer knowledge. While this makes a lot of sense to anyone with a business savvy today, the message wasn't easy to sell just five years ago. Then the approach sounded as simple and clear as a foreign language. The conversation will go as follows: Client: "We have an advertising agency that takes care of our branding and marketing needs." Agency: "This way, your agency fully understands your users, develops brand insights and manages your internet, in-store marketing, direct marketing, customer engagement, store design, viral, sales, special events, sponsorships, product positioning, and PR strategy together with all other brand touch points?"

2. Marketing Insights Client: "No! We have different agencies and different insiders who make decisions for each of these areas." Agency: "So your receiving agency (AOR) has identified the brand and is managing all of these companies to ensure brand consistency?" Customer: "It didn't work. The company couldn't do all that." Agency: "Then who owns the overall brand experience?" Customer: "Our CEO may be responsible for that." Agency: "Oh, so he works with all the companies to make sure everything runs smoothly?" Client: "He doesn't have time for that. He mostly thinks about financial decisions, acquisitions, Wall Street and the like." Well times have changed haven't they? The fact is that the traditional agency model has completely crumbled. If an agency doesn't offer an integrated model for branding and marketing today, what opportunities will they have for a concert? And who exactly is AOR? Media agency, advertising agency (now often separate), digital agency, retail design group, or consulting brand?

3. Today's business world demands a clearer and simpler approach from agencies. Marketing and branding plans need to be clearly explained, implemented quickly and accurately measured. It also helps that they are very successful. So how can a marketing/branding agency do what was once the job of five separate agencies? It's a good idea to start with your best customer concept and manage all the great brands. These are people who are already excited and passionate about your brand. These “brand warriors” come in a variety of designs and can be found everywhere, especially online: Twitter followers, Facebook fans, and more. These people are valuable because they give you an idea of what aspects of your current brand you want and have a positive impact on your target audience - basically free market research. The 80-20 rule is as stable today as it was when it was first identified