We adapt the best practices of emerging tech startups and innovative consumer brands to inform an approach that leverages the strengths of each organization while eliminating the inefficiencies. Using this dual lens, we have identified three key tenets that bring clarity to the structural blind spots and close the gaps between vision and execution so our clients can stay one step ahead.
Digital communications create multiple touch-points for the consumer to interact with the product. While this can result in a “zero moment of truth” for consumers to form an impression of the brand, it also provides a real-time, at the source tool to understand the relationship between consumer expectations, product behavior and brand growth. We address and validate hypotheses on target audiences first to identify opportunities and accelerate the path to market execution.
We don’t believe brand vision is dependent on business strategy but rather that they can and should be advanced at the same time. Applying lean thinking to the traditional brand and business strategy processes we are able to identify opportunities for each/both to be developed in tandem without slowing product development or marketing implementation. Our approach creates efficiency in the strategic development process and ensures alignment between brand and business vision. At the same time it creates a strong foundation from which to market test, iterate and make strategic decisions at the pace necessary in today’s environment.
Having a long history of helping brands integrate non-traditional media planning and processes, we are skilled in both the roadblocks and pathways to successfully build a digital best practice within an organization. We are also well-versed in the fluid structure that allows startups to thrive. The key for both is a cross-functional/cross-disciplinary infrastructure. We operationalize the tools and processes that encourage ownership of outputs throughout all levels of the organization. The result: Increased efficiency, empowered collaboration, and a more innovative and growth–responsive organization.