what we think
One of the ironies of the marketing and communication business is the challenge of differentiating your firm from other firms in your category. The fact that we are a privately-owned, business-to business agency focused on service brands does help define who we are and what might make us different. However, IT IS OUR THINKING that ultimately impacts our clients’ business in a positive way.
Much of this thinking can be found in our case studies. We see 2009 as a transformational year unlike most others in American business. 2009 requires fresh thinking, new people at the table and a break with the past. It will also require a tolerance for new perspectives, collaboration and timely decision making. Working with a broad range of collaborator partners and our clients, we plan to focus more on the following factors in 2009 as their importance will only increase going forward:
- The downturn in the economy will drive many businesses to act on the long-term cost efficiency of digital marketing and media
- The discipline of defining your best customer segments first will grow in importance
- Testing and analytics will be the tools that support and justify longer term initiatives
- Humility, transparency and substance will become more important in the messages businesses deliver