Lost in translation

Bottom line, you want to drive sales, so advertising a new brand or product is the thing to do, if you build it they will come, right? Well, yes and no; it all depends on the message, timing, and the threading.  As the purchase process depicts below, it is important to understand:  message types (there is a lot of distance between awareness and advocacy), timing (usually, you must date a person before proposing marriage), and threading (the same attributes embodied throughout, for consistency of brand).  There is quite a bit of difference between a brand awareness campaign, a product positioning, and a promotional advertisement leveraging a discount – all three work together with the same goal in mind, but in different ways at different times. Given that marketers face ever increasing pressure to deliver that ONE all-inspiring communication piece with greater appeal than before, these three elements of sound marketing communication (message, timing, and threading) can easily become muddled and badly combined to the greatest inefficiency. With our approach we help to create clarity of purpose while answering the following questions.