Building and maintaining the strength of a brand has never been more challenging — with heightened customer expectations, hyper-connectivity and the world flooded with content, it takes a lot to stand out to consumers.
Why It Matters: Relevance is the most reliable indicator of a brand’s long-term success, but relevancy is a moving target and moves at the speed of culture.
Build A Culture
What do we want people to participate in?
Brands operate within the context of culture of their audience. Good brands impact culture, and great brands build culture.
Today, people demand that brands acknowledge and contribute to this cultural context. We work to decode conversations or cultural tensions that step away from product features and benefits, and design a dynamic platform that creates a much larger conversation that people can rally behind and recodes how the brand behaves and reacts to manage relevancy over time.
Why is this important? Brands that are culturally relevant have greater reach, better engagement and higher rates of conversion.
Unite The Community
Who / when / where / how do people participate?
Now more than ever, communities nurture and feed us emotionally. They instil meanings in our lives and provide us with a sense of belonging. When we truly belong, we are inspired to act on behalf of our community.
Brands that participate in communities as members — sharing and promoting the community values and beliefs, not cynically self-promoting — can harness the network effects to increase awareness, boost profitability and capture a greater market share.
Action > Ads
What’s the PR story / what do we want others to say?
In order to fight irrelevance, brands must focus more on doing vs. saying. We believe doing relevant things, at the right time and telling, the story of that action is the foundation of relevance and key to unlocking growth.
By making your brand behave in more deliberate and authentic ways, you prove your worth, invite participation, and create a distinctive point of view..
