We extract a brand’s true essence. Forge it until it becomes as valuable as gold. Then unleash it, creating advocates united around your purest brand experience.
It is very difficult to build and maintain a PURE brand in today’s hyper-fragmented marketing landscape. Today’s business climate of constant leadership change, shareholder pressure to provide increasingly larger returns, and threats from new brands means the pressure to be all things to all people can unnecessarily confuse a brand’s position in the marketplace. Too often, the compromise to these pressures creates weak brands that fail to rise above it all.
It manifests in “me too” approaches to marketing where too many companies are emulating or repeating their competition’s messages. With so much noise out there, it’s extremely difficult to make an impression on a consumer when you’re repeating someone else’s creative message. No brand today can remain PURE for very long without constant attention and obsessive management for the long haul. A brand will become obsolete with remarkable speed if not obsessively managed.
The solution resides in a shift away from “corporate think” to an environment that empowers individuals both within and outside the organization to jealously guard and promote the long-term health of the brand. True, it’s a complex environment to do business in today, but PURE brands are those in shape for the journey. Why? Because they’re easy to comprehend. Easy to talk about. Craveable. And, above all, uncommon – just like a pure element.
PURE is a brand strategy approach that extracts a simple, yet powerful brand narrative, and then unleashes all of a brand’s touchpoints supporting that story to make it markedly effective. It serves to build brands that are impervious to the influences that all too often weaken them over the long term. In the same sense that perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away, a PURE brand is powerful in its simplicity.
At heart, we know how to extract a brand’s true essence. Forge it until it becomes as valuable as gold. Then unleash it, creating advocates united around the purest brand experience. We have all of the resources under one roof and a team structure that focuses on your interests, not just ours: strategic brand leadership, breakthrough idea generation, advertising, graphic design, relationship marketing, sales promotion, and research and measurement. Find out more below: