TAKE ME TO THE BRAND DEVELOPMENT PAGE, PLEASE!
While every marketing consulting, brand strategy, company naming and copywriting engagement is obviously unique, a common thread runs through these case studies. When you view your branding not as a cosmetic exercise but a bedrock, company-wide initiative, you need to be working with someone who shares your passion for sharp & sound business development strategy. Please find below five marketing consulting (branding, copywriting, company naming) case studies.
INDUSTRY: Travel, recreation and destination marketing
PROJECTS: POSITIONING CONSULTING, MESSAGING CONSULTING, BRAND DEVELOPMENT FOR PRINT AD CAMPAIGNS – CREATIVE DIRECTION, TAGLINE GENERATION & COPYWRITING SERVICES
BACKGROUND: The nation’s premier provider of golfing experiences was dissatisfied with the lack of attention their print ads were garnering, but the client wasn’t ready for a complete redesign of the layout provided by the prior large branding agency.
APPROACH: Working within the existing design constraints, Silverman’s 20 years’ experience enabled him to rapidly develop 5 alternate headlines. A copywriter known for his ability to use humor in just the right way, Silverman was convinced that the more warm and human approaches he was advocating would not only lead to greater attention and greater response, but would also enhance brand perceptions.
SUCCESSES: A 488% increase in visits to the website, which provided the confidence the client needed to allow Articulated Brands to take over creative direction on the next two years’ print campaigns. Additionally, the tagline generation he proposed resulted in a fresher position for the company, one that celebrates their standing in the golf community.
INDUSTRY: Manufacturing/Technology Marketing
PROJECTS: POSITIONING CONSULTING, MESSAGING CONSULTING, BRAND DEVELOPMENT OF MARKETING COLLATERAL INCLUDING WEBSITE, BANNER ADS & TRADE SHOW DISPLAY GRAPHICS – CREATIVE DIRECTION & COPY WRITING SERVICES
BACKGROUND: The superiority of the client’s high-end cameras was lost on targets. Over the years, mounting marketplace noise and competition was leading to perceptions of parity.
APPROACH: In collaboration with the head of sales and the marketing director, complete positioning and messaging discovery lead to a whole new suite of value propositions for the company and its products,
SUCCESSES: A new, market-specific manner of viewing their products, a 24-month doubling of sales volume, a differentiated service platform and enhanced brand perceptions.
INDUSTRY: Recycling/Green Marketing
PROJECTS: BRAND DISCOVERY, BRAND IDENTITY, COMPANY NAMING, CREATIVE DIRECTION
BACKGROUND: A major division of a rapidly growing recycling firm, aware of many new marketing and sales opportunities, felt a re-brand may be in order.
APPROACH: Silverman assessed the health of the current brand and provided an objective (affirmative) answer, while pointing out many of the key considerations and obstacles for the team to solve along the way.
SUCCESSES: The brand road map Silverman proposed (a document that summarizes key findings from brand discovery and suggests a new way of viewing the company’s messaging opportunities) was lauded as being not only a critical compass for the marketing department but “an instrumental framework for operations.”
INDUSTRY: Technology/B2B Marketing
PROJECTS: BRAND DISCOVERY & BRAND DEVELOPMENT, COMPANY NAMING, CREATIVE DIRECTION & COPYWRITING SERVICES
BACKGROUND: Having rather smartly identified an unmet client need, an architectural services company had created from within its own ranks a division that was much more of a technology and data services outfit than it was an architectural firm. The company needed to know whether the parent brand should grow to accommodate these services or if a spin-off would better serve the needs of the business and the market.
APPROACH: Articulated Brands rapidly immersed into the company culture, learning about both side of the business while sharing his thoughts for how to best capitalize on the team’s proven strengths.
SUCCESSES: Consensus! A new appreciation and understanding of how small businesses can leverage the finer points of big business brand marketing! And a group of employees jazzed about the opportunities inherent in birthing a new brand into the world! Additionally, a positioning platform, a new name, logo, tagline, website and supporting marketing collateral for the emancipated new company enabled it to diversify its client base and grow market share.
While freelancing under the tutelage of copywriting legend Bruce Broder, AT&T needed a new campaign for it’s college-marketed UniversalCard. To differentiate and add value to the card, the client’s team had already packed the product with great features and benefits. After looking at what everybody else was claiming, Scott saw an opportunity to transform the manner in which the Big Company was communicating with cash-strapped, marketing-jaded youths. A campaign was developed that actually relegated all of these benefits to backseat, supporting roles, and sought instead to capitalize on the available emotional space. (Outstanding graphic design and creative direction by the unstoppable Jeannine Caesar and the incomparable Jefferson Rall.)
THE MEASURABLE RESULT: a too-good-to-be-true 38% increase in sales and an industry benchmark for positioning brands not solely on rounds of self-discovery but on opportunities for emotional resonance with targets.
THE TAKEAWAY: laundry lists and me-centric claims of things like “first in service leadership” are clichéd, passé and other French things. Save yourself tens or hundreds of thousands of dollars in marketplace time and marketing expenditures by first figuring out how to emotionally resonate with prospects and current customers. Opportunities are everywhere; to know what may be possible for you, set a course for unencumbered creative exploration with a brand consultant who knows how to helm the ship.