This document discusses marketing and the challenges of achieving success. It notes that 83% of marketing efforts fail, 95% of new products fail in their first year, and only 17% of new products are perceived as different. However, aligning marketing goals with business goals and tying marketing to financial outcomes are most important to chief marketing officers. The document advocates taking seven key steps together to succeed, including targeting profitable customers and developing a strong brand identity. It also emphasizes starting with a client's business strategy and goals before creative execution to drive measurable results and sales growth. Finally, it promotes an integrated approach using seven marketing disciplines and keeping the brand as the central focus.

1. This is a numbers game.

2. 83
The Bad News: The Good News:
This year,
% 17 %
of all marketing efforts do succeed.
So, how do you become one of the 17%? For starters, you don’t put the cart before the horse. You don’t
run out and create a bunch of pretty pictures hoping something sticks. Before a single marketing dollar
is spent, a couple of things need to be carefully considered.
of all marketing efforts nationwide will FAIL. In a survey conducted by the American Marketing Association, CMOs nationwide were asked which
2
elements were most important to their overall marketing plan. Two rose to the top.
The top desires by CMOs:
&
ALIGNMENT ROI
Align marketing Tie marketing
goals with overall efforts directly to
business goals. financial outcomes.

3. 95 %
10
Even worse, of all new product launches
will fail in their first year. Not particularly encouraging, is it?
Less than
%
No one said this is an easy game. Truth is, having a good
product just isn’t good enough. So, what does it take to
succeed? We’ve identified seven key steps we take with
every client. Individually, none of them are strong enough
to move the needle. When applied together, they register
This is also a brand game. off the charts. In fact, consumers will pay up to 40% more
for a branded product over a generic.
of all new products introduced will be
7 required elements to create unique
perceived as DIFFERENT. brands that outperform the competition:
Target profitable customers
Create exceptional brand positioning
Translate positioning into brand essence
and brand personality
Define your brand vision
Develop a strong brand architecture
Create a killer brand identity system and tag line
Communicate with plans that break through the clutter

4. This is how we play the game.
27
% is GREATER than
Last year, our clients’ revenue grew by
an average of 27%. That’s almost four
times the national average.
7.
%
Most clients look for agencies to provide creative execution to help drive sales–
Most Ad Agencies
what we call “producing a bunch of pretty pictures.” Our business model is built
around starting with our client’s business strategy and aligning it with their
Little or No
brand development and goals, frequently going back to the company’s original Creative
Sales
vision. Only then can you move into a creative execution phase that will drive Execution
Growth
measurable results.
Wilkin Guge Marketing
More
Business Business Brand Creative
Vision Sales
Model Strategy Development Execution
Growth

5. This is an integrated game.
Direct
Marketing
Research
Strategy
7 Marketing
Disciplines,
Media
1
Brand. An advertising agency sells ads. It’s what they
have to sell. A public relations firm sells P.R.
It’s what they have to sell. An interactive shop
sells Web sites. You guessed it, because it’s what
Strategy
Strategy they have to sell.
Brand Strategy
As a marketing firm, we operate differently.
Results-driven business and brand strategy
The smarter approach is to begin by analyzing
coupled with brilliant creative is at the heart
what your business really needs for aggressive
of all we are and do. Each account is assigned
growth. Then, select the right mix of marketing
an 8-person team of strategists – led by agency
partners Gail Guge and Andrew Wilkin. vehicles, traditional and non-traditional, to help
This integrated team oversees all branding you go where you want to go.
and marketing initiatives to ensure we stay
on track to meet or exceed your Plus, when your brand is communicated through
measurable goals. an integrated marketing campaign, your singular
Interactive/ Advertising/ claim of distinction is consistently reinforced across
Online Identity the various media avenues.
Strategy Strategy
Internal Public
Brand Relations
Strategy Strategy

6. 90 Days to
Momentum.
Before you decide whether you want us to handle your marketing, you need
to ask yourself one question: Are you willing to work with our team for
90 days dissecting your business from top to bottom?
This isn’t something we ask of our new clients; it’s something we insist upon.
We need a collaborative effort with top-level management for this crucial
90 days of strategizing. After all, we live and die by results. And, in order to
achieve results, we need a plan that not only makes good business sense but is
measurable as well. Otherwise, we’re just drawing a bunch of pretty pictures.
Day 1 90 Days
Parallel Track – Maximize Client’s Current Marketing Activities
Agency Brand Momentum Development Process (below) Begin New Campaign
First Quarter
It takes two to play this game. Client
Strategic
Client Preview
Brand Strategic
Momentum
External
Brand Discovery and Marketing Launch and
Interviews and Insights and Internal
Analysis Positioning Plan Tracking
Launch
Annual Brand
Summit
1 & 365 days
Continuously Providing: Once the new campaign is launched, it requires
Strategy monthly tracking and a quarterly review of
Quarterly Execution Quarterly
Momentum Monitoring Momentum growth goals. Your strategic team stays on
270 days 90 days
Measurement board to evaluate progress, shift gears and
maneuver to make sure you win the race.
Quarterly
Momentum
180 days

7. This game is not for the faint of heart.
Remember our rules.
1. Develop an integrated marketing plan that aligns your
brand strategy with your business strategy.
2. Establish aggressive measurable growth goals
and constantly evaluate progress.
If this sounds like a game you want to play, there’s just one
more number you need to know. Ours. (866) 654-4WGM.
When brands leap, business bounds.
™
wilkinguge.com
Proud members of:
THE BRAND ESTABLISHMENT