Midlands Marketing Agency AlignandPull specialising in brand development has attracted another blue chip client for brand value development; a constituent of FTSE 250 no less. As with much of our work it’s secret, sworn to confidence under the radar stealth part of the battle plan that will hit the competition – quite deservedly. Its great being part of an ambitious leadership team on the pointed end of the big beachhead push for an unfair competitive advantage.
UNDERSTANDING THE REQUIREMENT IS THE FIRST CHALLENGE.
With so many factors at play, this is an immense undertaking to do well. What is the actual problem? The business is highly profitable, the shareholders are happy?
A culmination of sighting and immersion work with the leadership team. It’s about discovery an intimate understanding of the business, critical thinking of the organisations elements; markets, stakeholders, it’s history, it current perception, product sets, the possible future state and trends to mention a few before we get started on creative components. Have the market challengers got it right? Should we follow them into a fight? Or wait until they wear out their short-term hard sell and little substance approach? Why should anyone care?
MIDLANDS MARKETING AGENCY – THE KILLER SHORT-TERMISM.
Midlands Marketing Agency. The business of the group is complicated. Working at board level to be the most effective, it’s a great privilege to entrusted with such an important organisation’s long-term future. The standard, short-term agency veneering approach is not suitable. We had to go beyond the quarterly superficial to a longer-term operational, leadership behavioral heart and minds level; this is what this great organisation was looking for; it’s what we look for in a client.
Organisations can be swept aside by new challengers that might just offer more relevance and better product or service market fit. It’s about observational derisking. Ensuring brand relevance and adaptability in an era when obsolescence happens fast and large organisations are often too slow to adapt. Brand development needs to be, constant, relentlessly strong, adaptive and organic.
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”
― Sun Tzu, The Art of War
SUN TZU IN THE BRAND STRATEGY.
The consumer in this sector, after being duped by the competition will look for something more genuine opposed to Donald Trump style easy promises and shouting louder. This will be closely followed by a public and media backlash, which is brewing and beginning. With the competitors hand well and truly played. This could usher in the perfect storm for us with which to align and take advantage offering what the consumer quite rightly desires deserves.
This is pure ‘The Art of War’ stuff. Highly relevant to strategic branding. The Art of War is an ancient Chinese military treatise dating from the 5th century BC. Attributed to the ancient Chinese military strategist Sun Tzu – “Master Sun”. A long but worthwhile read of observation is the biggest part of the fight if you wish to win and always keep the upper hand.
Timing and predicting the future, considering possible outcomes and developing and believing in the right strategy. Midlands Marketing Agency AlignandPull’s unique, relentless, challenging, strong and brave brand strategy approach. Its what we are about.
You should draw inspiration from history even though it might feel a little crusty and drag it into current application. It’s a heavy read but hands up, I did supplement it with an audio book version for the hours I spend driving across the UK and Europe. It’s available on the iTunes store.
GOOD BRANDS ARE ENGINEERED STRONG AROUND A PURPOSE.
Our case studies of solving the difficult business challenge in a delivering in cognitive way that is proven. We have 100% success for our clients. Lots of testimonials, turnover, profitability and market share as well as attracting and retaining the best workforce.
We are now starting the first five-year iterative brand development implementation program, we look forward to sharing the case study and testimonials with you.
The future favours the brave.