Both! Brand and Business, Simultaneously.
When I worked at other agencies, I always thought this to be the ultimate bureaucratic blindness.
Building the BRAND While We Build The BUSINESS.
This is the core promise of our agency, DiMassimo Goldstein. This is the experience our clients have bought when they’ve bought us.
Not: “First we’ll build the brand, then we’ll build the business.”
Not: “First we’ll build the business, then we’ll build the brand.”
Instead, we do both, and simultaneously. Like you do!
Sometimes this translates as “Building the brand while lowering the cost of acquisition.” Sometimes it’s “Building the brand while driving sales efficiency.”
Sometimes it’s just “Growing the business and the brand.”
Our clients never wait months to see returns from an agency engagement. We typically deliver measurable revenue within the first 30 days, and we don’t have to sacrifice future success to do it.
We call it two-track planning, and it’s implemented in everything we do. Imagine two columns on a page, the left titled URGENT and the right titled IMPORTANT.
Some urgent things are truly unimportant, but some we term “The Runway.” The board meeting coming up. The quarterly results reporting. The partner’s meeting.
If a plane doesn’t get aloft by the end of the runway, it doesn’t matter how good the food service and the movie was going to be. There are things you just need in the short run to make the long run possible. Often these things include results. That’s the Runway.
And, we don’t lose our strategic heads. We see the long-term opportunities in urgent problems. We see growth in behavior change.
And we manage them both, so that our clients can move forward, paying for tomorrow’s opportunities with today’s wins, all while strategically planting the seeds that ensure growth for the future in a time-starved world.
Yes, we build the brand. Yes, we build the identity and design the brand. Yes, we develop a theory of growth and build out a marketing plan. Yes, we develop advertising and content. Yet, we view all of this through a Behavior Change Marketing lens.
In short, behavior is where brand and business meet. Until someone acts, nothing changes. Until behavior changes, businesses don’t grow. Behavior is the intersection of meaning and emotion.
Every KPI in a business is driven by a Key Behavioral Indicator. Behavior drives results.
By keeping our eye on the behavior and the result, we see eye to eye with our clients as we accelerate value creation for the business.