Brian Creath

The Marketing Shift: Rise of the Direction Company

In Advertising, Brand, Brand Strategy, Marketing, marketing strategy, Positioning on March 21, 2013 at 12:48 pm

StrategicDirection

Every day, more and more companies heed the prevailing notion that to successfully manage their own brands and marketing conversations with customers, they must build internal staff to do so. And to a great extent, they are right. Gone are the days when advertising agencies owned the media planning and media buying initiative. And as companies work hard to understand and react to the specific needs of customers and consumers, it makes sense that they build internal resources to manage these day-to-day conversations.

Are The Scales Tipping Too Far?

A decrease in traditional advertising, an increase in social media usage, new access to specific customer information and a continued stagnant economy, have all contributed to create a seminal marketing shift. Many companies, in a rush to meet customer desires and demands in an ‘always-on’ environment, have created marketing platforms of ‘give them what they want, regardless of what and who, we are.’ Of course, agencies have always been guilty of this and have contributed to the problem. Unfortuanately, the marketing efforts of many companies (and agencies, on the whole) are simply becoming crowdsourcing liasons.

The Balance of Marketing Power.

While technology and especially social media have given customers and consumers a new distribution tool to voice opinion, smart marketing and brands have always been about listening and adjusting. But these efforts also carried a directional point of view that while firm, was flexible to the marketplace.

Where Is The Point of View?

If every company simply crowdsources its brands and marketing efforts, one thing is certain: Everything will begin to look, feel and sound the same. Because people all want pretty much the same things. Good prices. Good products and services. Fair treatment. Honest businesses. But with no overarching point of view, there can be little differentiation. And in marketing, the brand and effort with a relevant difference tends to succeed. Here’s how this all works better: A company, brand and or marketing effort, begins with a point of view. A direction born of mission, vision, culture, positioning and a number of other elements. It’s then packaged into a strategy and direction that leaves some room for input by customers. (If that point of view is missing or weak, it needs to be developed.)

Enter The Direction Company.

What is needed today is not the agency of the past, nor a refurbished version. Not a company that simply builds and contracts services to mirror the perceived tactical needs of clients, but one that focuses on the front-end strategy needs of companies, and can work inside and alongside internal marketing staffs to create real value. What is needed is objective, third-party expertise in the strategy and early creative direction efforts of brand, marketing and communications development. What is needed, is something we call ‘The Direction Company.’

Cohesion: A Brand & Marketing Direction Company

You guessed it: Cohesion is a direction company. Because today, that’s what we have found is needed most in the marketing departments and efforts we touch. It’s also  the way we modeled our business from the start and the exclusive work we’ve been doing since 1999. To learn how we can add value to your efforts, contact Brian Creath, Managing Principal, at 314-276-5383, or at: bcreath@cohesioncompany.com.

Beyond Survival: Brand As Competitive Edge In Today’s Business Environment

In Brand, Brand Relevance, Brand Strategy, Business strategy, Corporate Marketing, Internal communications, Marketing, marketing strategy, Positioning on February 26, 2013 at 11:45 am

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Investing in a strong brand is one of the single most important efforts that an enterprise can undertake to ensure continued relevance and growth in a rapidly changing market. Unfortunately, many companies have become so concentrated on developing efforts that promote ‘the next sale,’ that they have neglected investing in the foundation of their brand direction.

Without a brand umbrella to help rationalize margins, instill customer loyalty, bolster employee morale and drive awareness, every sale becomes a little more difficult and disproportionately more expensive.

To download the entire whitepaper, simply click here.

Is That A Marketing Strategy and Plan, Or a List of Marketing Projects?

In Advertising, Brand, Brand Strategy, Marketing, marketing strategy, Small Business, Strategy on February 22, 2013 at 12:52 pm

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It’s a disturbing trend: Economic uncertainty has left many companies (small and large) with the belief that they can no longer forecast their marketing efforts and therefore, don’t need a marketing plan (of any sort). Perhaps even worse, many of these companies rationalize their behavior with the idea that marketing planning is somehow outdated or unnecessary, at all. Many of the latter point to technology as the ‘new marketing’ which, to their way of thinking, allows for precise targeting and decision analysis, that apparently, no longer requires humans to develop an umbrella strategy to hold all this together.

As is usually the case, the answer isn’t black and white. Yes, the business world is changing at a dizzying pace. And yes, technology has given businesses the incredible ability to more precisely understand, target and analyze marketing and sales information. However, too often today, this ability has become a crutch that gives organizations the rationale to dismiss the power of real marketing (and other) strategy.

And so, marketing strategy gives way to some form of ‘just keep doing what we’re doing.’ And marketing planning, sadly, becomes nothing more than a calendar and list of projects.

What doesn’t work (and never really has) is the rigid marketing plan of old. The plan that neither allowed for change, nor built in ways to leverage change’s inevitable existence.

What does work (and always has) is the marketing plan that outlines and harnesses a well-articulated strategy and position and then outlines efforts in three (3) important areas: 1) Priorities, 2) Tests, and 3) Contingencies. At Cohesion, we also utilize a messaging platform tool that works as the foundation to planning and tactical execution.

If you believe that ‘good-old fashioned’ marketing strategy and planning are dead, you may be right. But don’t fall into the trap of thinking that strategy and planning are obsolete. Brand new methods, born from today’s environment and backed by years of understanding are very much alive and well. At least here, they are.

Perhaps you should embrace it before your competitors do?

To learn more about Cohesion and our unique approach to marketing planing and strategy, contact Brian Creath at bcreath@cohesioncompany.com, or at 314-276-5383.

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