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Operating Philosophies
- Numbers drive strategy. Behaviors drive brands.
- Branding Where the Action Is: Every action - from how you answer the phone to what you wear to your latest ad campaign - is a marketing action.
- Meaningful metrics reduce subjectivity and needless arm-wrestling over what does and does not work.
- A brand that is not credible is merely wishful thinking.
- A brand position that is not sustainable wastes precious time.
- A brand that is not reflective of the wants and needs of the marketplace is, at best, naïve and, at worst, the height of arrogance.
- Without a mandate from the executive suite, brand development and marketing implementation die a slow, painful death at the hands of politics.
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