How we build useful brands
Useful brands perform. They achieve clear objectives, meet real needs and prove their value across every action and interaction. There is no higher purpose for a brand than to be useful. We help brands get there.
PRODUCTS & SERVICES
Our objective is clear: to build useful brands. And our specialized offerings are crafted to deliver on that promise. Explore how our innovative approach results in meaningful experiences for our clients.
THE USEFUL BRAND STUDY
We polled 5,500 consumers to understand how they judge a brand’s usefulness. Their answers boil down into seven elements of brand Relationship and another seven on Performance. See how your brand compares.GET THE REPORT
In this rapidly changing era of smart technology and always-on access, the definition of experience has changed. Connected objects, smart assistants, sensors, beacons, big data, artificial intelligence, emerging technologies are changing the way we experience brands in ways that are always on and ever evolving. This reality requires new services, products, applications, and tools that can deliver a new kind of connected user experience. Brands that can offer these connected experiences will be more valuable to their customers and demand higher levels of loyalty.
In an unending sea of noise and cat videos, purposeful content identifies an audience’s true needs and delivers with clarity and timeliness. This kind of content is structured around big ideas and business goals. It is bespoke, but it is built with repeatable systems to ensure that the right content gets to the right people at the right time through the right channels on a consistent basis.
More data has been created in the past two years than in the entire previous history of humankind, and we are only getting started. The question is no longer, how do brands find the right data to better understand and serve their customers; it’s how do brands sort through available data and collect only what’s most meaningful? As usual, it starts with the customer. By defining customer behaviors and profiles and matching those to business goals, brands can more efficiently discover the customers they want, give those customers what they need, and realize better business outcomes.
The best products are the ones that are useful (a positive), but promotional campaigns and advertising are commonly thought to be intrusive (a negative). The solution to this is to create products that embody the brand—to create a brand-defining utility. The apps, websites, and physical products companies create and put into the world should attract a positive brand sentiment by solving a distinct human need. That’s what a brand-defining utility does; it defines a brand, solves a need, and is ultimately useful for the customer.
It’s common knowledge that customer loyalty is good for the bottom line. Witness the ubiquitous punch cards, rewards programs, and loyalty apps flooding the market. And yet, most loyalty efforts have extremely low customer engagement. That’s because legacy loyalty systems are slow, expensive, and hard to integrate. The Modern Loyalty Report outlines our customer-first approach that uses a fast and affordable microservices technology and a test and learn method that accommodates large-scale rollouts.
Finding a nimble agency that has both a breadth and depth of skills is rare. We like being one of those few. We’re proud to be a completely full-service, totally in-house independent shop. We don’t like doing things halfway, so our broad range of capabilities helps us solve for any and all potential client needs. From social media and marketing intelligence to technology and experience design, our capabilities help us take a brand’s usefulness to the next level.