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Strategy is to the brand manager what blueprints are to the architect. Strategy is the foundation of all good commuications. It helps propel and drive the brand to greatness. In our strategic approach to the marketing communications process, there are three basic concepts we embrace. 1. A Strategic Planning Emphasis In the words of the author, Steven Covey, we begin with the end in mind. In other words, we like to see where we are going. A strategic plan is the beginning. It is the roadmap that guides us through the process; the yardstick by which we check our progress and measure results. Our business philosophy places a premium on planning and feedback from the marketplace. Our creative product, while important, does not drive the program; rather, it is an outgrowth of a carefully developed strategy 2. A Customer's Perspective The old adage “walk a mile in my shoes” has a lot of merit in gaining a perspective on a client’s product or service. Only by stepping back and looking at the marketplace from a customer's perspective can we begin to understand how a product or service is perceived. An important aspect in what we bring to an agency/client relationship is an emphasis on refining the client’s marketing orientation. It’s a paradigm shift that focuses on the customer’s wants, needs and desires instead of the features of the product or service. In this way, we place emphasis on the benefits, which are far more powerful motivators to the customer. 3. A Brand Management Orientation A great amount of resources and time are spent in building an image for a company name, product or service. And just as good communications add value to the brand, negative news about a product or service can cripple sales and de-value the company. The Jackson Group understands the dynamics involved in building a good, solid communications foundation for a brand. And whether it’s developing communications for an existing brand, or launching a new product or service, we place special emphasis on the management of the brand to ensure its value in the marketplace. |
