Our Strategy
There’s a core strategy at the foundation of our work. Conceptually, it’s as simple as one, two, three.
1. Understand your world,
2. Be distinctive, and
3. Use the best tactics to connect with your customers.
We call these steps “Assess, Position and Connect” for short. They inform everything we do. Click the arrows at either side of this text and you can read a little bit more about each of these phases.
Step 1: Assess
It’s a classic question asked by marketers: “What if you had a party and nobody showed up?” When you take the time to assess your marketplace, understand your customer, and consider the steps to category leadership, you just might be renting a larger hall for that party.
Step 2: Position
Positioning is the second step in the marketing or brand building process. When you have a well-crafted Unique Selling Proposition and have staked out that place in your customer’s mind that you want to occupy, you become distinct and stand apart from the crowd.
Step 3: Connect
It’s all about options. No matter what you sell, chances are your target customer has choices. But when you make that perfect connection with your customer, you become their brand of choice. Rolling out your plan consistently and across all media is what brings you and your customer together.
