“ I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation… Now – what was it you wanted to sell me?”
How We Think. The Rational Side. Cost. Value. Performance.
Empathy. Allegiance. Humanity. How We Think. The Emotional Side.
Measurable perceptions can be linked to a brand’s ability to deliver revenue and profit. KNOWLEDGE ESTEEM RELEVENCE DIFFERENTIATION An intimate understanding of the Brand relates to consumer experience. Stature and credibility drives loyalty, ensures protection. How appropriate the brand is for you relates to market penetration. The brand’s POD drives strong margins.
“ I need a jean!” Cultural Relevance Meaning Emotional Connection “ I will feel sexy” = NEEDS LOYALTY “ Calvin Klein is cool, Hip!” “ Calvin Klein knows my needs.” DESIRE I want it. I need it. I’ll take it. I’ll take more.
BRAND VOICE Talk like they do . POINTS OF DIFFERENCE Rational Facts and Benefits EMOTIONAL CONTEXT Recognize feelings. Share their POV. Consumer Relevance BRAND HARMONY The sweet spot for effective advertising combines Brand Voice, Points of Difference, and Emotional Context.
Fried/Drake/Green falls into the category of small, full-service advertising agencies .
FDG supports those companies who seek more meaningful and compelling strategic foundations for their marketing, advertising and branding efforts. We are a company that leverages the talent and expertise of a select group of collaborative management and creative professionals, and allied firms from throughout the Northeast.
Customer's experience with your brand must be meaningful and consistent at every point of contact.
Each consumer touch-point is a critical opportunity to manage and propel your Brand. We help brands orchestrate an integrated and meaningful customer experience. Fried counsels in, and provides integrated services in:
Brand Management: Brand Assessment & Planning Strategic Planning Product Assessment & Positioning Research Planning & Management Creative Development: Television; Radio; Print Outdoor; Direct Mail Infomercials Sales Collateral Graphic Design Trade Show Web, Interactive Media Management: Planning & Buying TV, Radio, Print, Outdoor Value-added Promotions On-line, interactive, Direct