May 2013 Article About Brand.gineering on Purzue.com
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The Brand.gineering – Proctor & Gamble Challenge
The Soul of Brand.gineering
There was a day when brands and products meant something. The audience remembered those brands because they were connected to entertainment and characters we loved. Our favorite toothpaste was as beloved as our favorite actor or comedian. – Brands had personality and a brand marketing company had a purpose.
Simply stated, the people in the entertainment business knew how to create engaging music or television and sell that to us along with a product. – But, with increased competition and desire for higher profits without consideration for the customer, the advertising business lost its edge.
Look around you. The best marketing is done by the entertainment business. It’s a high stakes game where the product has only one shot at success. – In that business, return on investment and value proposition are the leading requirements, not an afterthought.
The key to successful branding and selling your product is exactly like the entertainment business. Branding Service is about being noticed by the audience; every good song or show is different and has a personality that is recognizable. Really great entertainment makes a meaningful connection to the audience that keeps them coming back begging for more. We apply those principles to marketing brands and it gets impressive results.
Remember, ten or more years ago, when all the buzz was about convergence? Everyone thought it was about platforms and different equipment manufacturers were warring over how to combine computers with televisions and game consoles with telephones. It hasn’t really happened. Sure, you can watch videos on your phone and computer, but they really haven’t combined, as envisioned. Your phone is really just a mini television and your game console is on your phone, but all the grand ideas really never came to pass. That’s because the convergence was really never about combining technology, but the effective melding of media, not the boxes that it plays on.
Think about another relationship – television. Seventy-five years ago, people thought television and radio would erase the movies. After a lot of testing and experiments, the entertainment industry understood that it is not about technology but the format and structure of the message that was important. Bad news all you big technology corporations, it’s not about technology, but a well structure message (or story).
Brand.gineering is a parsimonious joining of effective messaging and storytelling about your brand to engage mass quantities of viewers and engineer your brand. It’s a fusing of the latest in optimized media recognition and masterfully created communication frameworks. With great intention, our branding service elevates your brand to a new level of consciousness with your customers and guide you to a manifestation of amazing results.