| | | | | |
PATRICK DIOGENIA
DESIGN BRANDING INTERNET MARKETING EVENT MANAGEMENT PHOTOGRAPHY PUBLIC RELATIONS
BENEFITS ACCOUNT MANAGEMENT CREATIVE CAREERS BRAND AMBASSADOR MODELS EMPLOYMENT PHILOSOPHY
GIVING OURSELVES AWAY REFERRAL PROGRAM
MASS EMAILS PRINT ADVERTISING PACKAGING WEB DESIGN PHOTOGRAPHY INTERACTIVE
promo

Brand Launch/Reinvigoration

All : Design & Copywriting : Branding : Internet : Events : Public Relations

Campus Philly

The days of blitzing a market with collateral, like storming the beaches of Normandy, are long gone. But we still hear this terminology at meetings:"Our agency is going to launch the New York campaign on May 1st, and we're coming at you with billboards, radio, print ads, t-shirts. We even have these cute little koozies and backpacks!"

Yes, these are Fortune 500 firms launching new brands. That's right: "new brands", meaning no one has ever heard of this brand or seen the logo. Why would consumers want a backpack, or a koozie emblazoned with this foreign logotype? The brand isn't cool yet. Its penetration is zero. That's where we start the questions. And there's more where that came from.

Have you checked the Arbitron ratings? Are you just relying on the Arbitron ratings and ignoring a common-sense pairing of your message with the proper radio format? Are you taking advantage of co-marketing opportunities to reduce overall media spend? Investigating inherent synergies?

Are you launching a costly campaign on the faulty shoulders of a focus group? How about right-sizing operations to match the goal promised in the ad copy? How about ethnographic research?

How about we stop asking these hypothetical questions?

Point is, no matter how many questions you've asked yourself or your team, there's nothing like the external perspective of an expert in the field to save you hours of grief, days of mistakes and months of misery.

If you've got it set, run it by us first. If you're just starting the project, call us first. We'll point you in the right direction - no question about it.