Ideas
THE CONNECTED CONSUMER
For the past decade I have been buildings products, services and platforms around the 'connected consumer'. The connected consumer sits at the center of business and brand transformation, is the driving force in product and service development and is at the heart of effective communication. Here is a sample of some of that work:
The Connected Consumer Media Landscape - explores how the lines and even definitions of media/touchpoints have continued to evolve and blur; by mapping the evolution we are able to begin to understand how to communicate with consumers.
The User Experience Map - at the heart of designing and programming for the Connected Consumer is understanding how to draw the 'functional specifications' that tie KPIs all the way up to the 'big idea'.
The Ecosystem - looks through the consumers eyes at how a brand communicates their experience; seeing channels not as silos but as touchpoint that are linked together.
The Content Platform - programming for the Ecosystem requires understanding the narrative arc a brand needs to take a consumer through, what owned/earned channels to deploy, what assets - film, editorial, photos, infographics, etc. - to schedule, what paid connections to leverage to amplify and how to network it together (aka The O.P.E.N paradigm).
BUILDING BETTER OUTCOMES
HOW TO WRITE THE MOST EFFECTIVE BRIEF. PERIOD. John Talcott, former Global Creative Director at McDonald's, said, "The brief is one of the most valuable and paradoxically most neglected tools marketers have to create good work." Sir John Hegarty remarked, "Writing bad briefs is the most expensive way to write advertising."
HOW TO DETERMINE YOUR BRAND SOURCE OF GROWTH - Establishing the sources of a brand’s growth (new vs existing buyer, loyal vs occasional) sets the foundation to (over) deliver against a brand’s goals and puts in place a roadmap to develop comms strategies (including messaging) that deliver the greatest effectiveness.
HOW TO DETERMINE YOUR AUDIENCE ALLOCATION - Determining the optimal allocation or balance between audiences’ puts in place the conditions to deliver outsized returns and enables the proper delivery of strategies & tactics to achieve a brand’s objectives.
HOW TO DESIGN YOUR MARKETING CUSTOMER EXPERIENCE - Considering the entire process a brand takes when engaging with different consumers enables the ability to connect effectively and authentically. We will explore The Consumer Decision Journey (CDJ), Consumer Touchpoints, and Marketing Ecosystem.
DOS
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