Seize the story and ambition of a company in order to architect their brand and digital commerce strategies, modeled by innovation, impact, and efficiency. To achieve highly relevant and value-driven customer experiences through a multi-channel journey that deliver rapid growth, measurable gains, targeted outcomes, and an inspired path forward, reaching an ideal future state.
Passionate pursuit of business goals and market position. Skillfully shaping the brand and digital landscape with agility, technical expertise, data insights, and trailblazing design & creativity that will raise performance, transform sales velocity, accelerate the growth playbook, and influence the human heart.
Elevate an enterprise’s digital presence and potency by designing intuitive, captivating, and highly persuasive experiences that visually engage, compel interest, affirm value, and trigger actions that can be monetized and expand market reach, ultimately realizing higher profitability. And to live my brand pledge and promise.
Digitization Demands Agility
Dominate the Brand Voice & Message (the C’s)
To effectively communicate your offer, authority, or opportunity, you must take an approach that will influence and intrigue your target audience. Apply these practices:
“People signal their intent in a myriad of actions, words, behaviors, and cues. It’s up to you to net their indicators, aggregate them, and utilize that insight to build momentum.”
Triggers and Motivators
The origin of our internal triggers and motivators is an emotional reaction. The brand experience resonates, astounds the senses, touches our deepest core, brings back meaningful memories, makes us laugh out loud, or ignites a stimulating drive.
Tapping the essence of our inner-being requires setting aside common quips, popular pitches, and standard sentiments. Craft highly targeted messages and frame your words visually. Use a rhythm that ripples across the surface at first, and then reverberates down into sanctified places – our minds, hearts, self-perceptions, social awareness, and most saturated desires.
Focus on the I of AI
One can easily be lost in the maze of data science jargon. Can AI really benefit a moderately sized business? In truth, every organization has a spectrum of selling, branding, and marketing functions occurring every day. It’s time to explore where incremental advancements can be made using integrated, value-based, data-centric tactics.
The best approach is to (1) be measurable in scope, (2) start with a single customer objective or problem to be solved, (3) establish a simplistic algorithm with an ‘if this, then that’ equation, (4) make the goal to optimize current processes and procedures, and (5) look for efficiencies and automation which will offer a clear reasoning to utilize AI.
Thoughts lead to habits and beliefs drive behaviors. Having a mindset of positive momentum and constant pursuit of strategic and creative concepts is paramount to advancing performance.
Plan, Prepare, Then Change
One sure-fire way to stay in a box and miss openings and possibilities is to stick with your plan. A valuable lesson that I’ve learned in the digital arena is that flexibility is essential. Adapting to landscape changes and shifting course are critical to take advantage of opportunities gleaned from three primary sources:
- Campaign and application testing results
- Listening to your audience
- Output, patterns and insights from data analysis
Making the Journey
Condition Thinking and Influence Actions
Map touch points in sequence and in order of priority
Identify catalysts through the channel mix
Create gestures and stimuli to optimize the experience
Decisions are Custom-Made
Many factors move a person from consideration to interest and finally to purchase.
For engagement to progress to an action or order requires a persuasion path that is dramatically different for each buyer persona. The message, insight, visual experience, incentive, and the resonating transition from passive to active, are distinctive between types of prospects.
Often, too much focus is placed on the offer, the features, or the benefits of the product, service or opportunity. What is most important – and unique – to each of us are attributed value, our own level of need & the precision of timing.
Marketers have a pivotal role and a fundamental responsibility to contribute to bottom-line numbers. To be an earnings asset, a marketing leader must execute auspicious projects.
Narrow the Intent
The motivation of a consumer may be commercial (to buy), informational, emotional or driven by a specific need. The elasticity of intent is measured by how expansive and paramount the impetus. Avoid being so concise in your presentation that a person cannot transfer it to their unique impulses.
Content must be designed to spur – not demand – provocation and inspire thinking that carries forward a notion that your product or service is aligned with what they value. Pay attention to their acuity to your brand.
Touch to interact. Touch to link, like and listen. Touch to qualify, compare, and make a distinction. Touch to leave a potent impression, not an indentation.
Make clear the reason… the ‘because’.
Be tactical in how you take your product or service to the public ecosystem – target audiences with tailored messaging that has meaning to them, provide powerful visual engagement, and cue the key differentiators.
In So Many Words
- Aggregate, correlate and repurpose content across touch points
- Establish a publishing rhythm and cadence that yields audience confidence
- Pay close attention to assonance, grammar and spelling
- Limit emphatics (i.e. really, very) and eliminate redundant words
- Apply truth framing and an authentic voice
Your Real Ambassador – Design
Design is a vital piece of the Marketing spectrum, influencing an audience by evoking thoughts and emotions and driving performance. A brand expresses itself through design, aiming to attract and engage people for whom the visual experience is resonating and appealing.
Start with your objective, define the strategy, set goals on execution, measure and assess, and then optimize or pivot based on outcome. To be innovative means to have a core foundation of knowledge from which a diverse team can tactically brainstorm, push boundaries and pursue new ideas with a clear consensus that process and results matter.
Power of a Purpose