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Tag : brand

Selling Behavior Change

Warby Parker doesn’t sell eyeglasses. Warby Parker sells a behavior change – a different way to buy eyeglasses. Peloton Interactive doesn’t sell an exercise bike. Peloton sells a behavior change – a way to make sure you exercise and keep exercising, no excuses. Airbnb doesn’t sell rooms and apartments. Airbnb sells a behavior change – a different way to travel. Uber doesn’t sell rides. Uber sells behavior change – a different way to get from here to there and a different way to earn a living too. Dollar Shave Club doesn’t sell razors. Dollar shave club sells a behavior change – a different way to buy razors. HelloFresh doesn’t sell meal kits. HelloFresh sells a behavior change – a way to make home cooking fit modern life. Sun Basket doesn’t sell meal kits. SunBasket sells a behavior change – a way to cook Paleo or Whole30 or Vegan… Stitch Fix doesn’t sell clothes. StitchFix sells behavior change – a totally different way to get yourself dressed. If you’re in the direct-to-consumer business, you’re a behavior change marketer. Period. Your customer doesn’t choose you to get something. Your customer chooses you to change something. You are in behavior change marketing. Branding for behavior change is different. Designing for behavior change is different. Content for behavior change is different. Advertising for behavior change is different. Marketing for behavior change is different. Learn more about behavior change marketing here. It’s free. No funnel.  About DiMassimo Goldstein (DiGo) DiMassimo Goldstein (DiGo) is a Behavior Change Marketing agency, trusted by sophisticated marketers and committed change agents to understand complex situations quickly and to bring forward highly-effective creative solutions. DiGo helps life-changing brands grow by helping people make more inspiring decisions and form more empowering habits. The brand, advertising and design agency’s clients, from start-ups to blue chips, have built legendary brands that inspire action. DiGo is applied behavioral scientists, growth strategists, brand planners, designers, writers, marketers, data storytellers, technologists, social and digital media experts, project managers, producers, artists and brand leaders – all of them change agents.

Both! Brand and Business, Simultaneously.

“We can’t solve your problem because we haven’t done our strategic work yet.” 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. Every 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. About DiMassimo Goldstein (DiGo) DiMassimo Goldstein (DiGo) is a Behavior Change Marketing agency, trusted by sophisticated marketers and committed change agents to understand complex situations quickly and to bring forward highly-effective creative solutions. DiGo helps life-changing brands grow by helping people make more inspiring decisions and form more empowering habits. The brand, advertising and design agency’s clients, from start-ups to blue chips, have built legendary brands that inspire action. DiGo is applied behavioral scientists, growth strategists, brand planners, designers, writers, marketers, data storytellers, technologists, social and digital media experts, project managers, producers, artists and brand leaders – all of them change agents.

Brand Is #1 Again

Brand is CEO's and CMO's top priority again. 

According to Gartner, top management agrees that brand strategy is the single “Most Vital Marketing Capability.”
Let’s do an Inspiring Brand Idea Workshop and accelerate your brand-driven growth.
We’re a brand planning agency built for a performance-hungry world.
We’ve helped hundreds of clients discover the inspiring idea that organizes and drives growth.
The brand idea is the #1 performance driver.
While the trend of performance marketing is toward AI automation, brand becomes the sole strategic advantage.
I’d be honored to talk with you about your brand.
It’s amazing what one workshop can do.
You know where to find me.

Grow a Business. Build a Brand. Change the World.

Let’s face it, we live in a world of behavior gone wrong.

Some see imminent apocalypse.

I see plenty of work for behavior change marketers and designers.

Opioid Crisis. Digital addiction. Inactivity. Unhealthy eating. Rising oceans. Uninspiring workplaces.

Pick your target. Go.

The problems that the world faces can only be solved with Behavior Change marketing and design. Growth and business success are behavior change marketing problems.

Growth problems can only be solved by behavioral solutions.

The process of behavior change marketing is simple. Determine the key performance indicators that support the growth theory for the business. Identify the behaviors that lead to those KPIs. Analyze the key behaviors along the customer journey, identifying gaps, drags and blocks.

Prioritize your design interventions. Describe the experience that will most likely transform behavior into habit for this brand.

Create experiences that will inspire action, informed by the vast store of behavioral science outcomes and deep direct response and interactive design testing experience.

Relentlessly test and optimize.

Grow a business. Build a brand. Change the world.

Let’s go, Behavior Change Marketer!

Learn more about Behavior Change Marketing by signing up for The Change Agent’s Cookbook for 2019: http://ow.ly/f1ms30nm1BL

Brand Is What People Say About You When You’re Not In The Room.

brand blog

Branding is the process of building a coherent and distinct pattern of associations in the mind of a target audience.

When I say, “Apple,” a whole world of associations come up. When I say “Microsoft” a different world of associations come to mind. To the extent that both bring up associations, they have been “branded.” To the extent that those associations are clear, distinct, and helpful, they have been successfully branded.

Branding firms use culture, product, image, design, sound, voice, language, price, service, entertainment, celebrity, fashion, and interaction – an extremely broad range of tools – to build the brand. Today, the mission of an organization and the meaning of being associated with that mission is important to many people as well.

Too often, branding is associated with much more limited objectives. For example, logo and visual identity standards. While these are key tools for branding, they alone don’t create the brand.

Very often, when people use the word “brand” they are referring to what the company thinks and says about itself.

But brand is what other people say about you when you are not in the room. Brand is about what your audience feels about you in their heart of hearts. Your brand is not what you tell people it is, your brand is what people tell people it is. What you say is just your attempt to affect that understanding.

Today, brands are built by great products and services, first and foremost. In a world of online reviews, advertising and spin cannot trump a predominance of bad experiences. Not everyone, but your target audience must be delighted.

 

Your Brand…

“Your brand isn’t what you tell people it is. It’s what people tell people it is.” – Mark DiMassimo


What’s Your Measure of Proof?

There was once a man who refused to give up smoking until it was proven beyond a shadow of a doubt that smoking caused disease.

He didn’t live long enough to see the proof.

Today, there are direct (digital, mobile, SAAS, subscription, e-commerce, club…) marketers who refuse to improve their marketing success with an insight-driven multi-channel strategy until the perfect attribution model has been developed.

Every day, another one is buried by a marketer with a more reasonable measure of proof.

Is overall marketing efficiency your ultimate measure? Is making one dollar of marketing spend return two or three or four times as many customers your objective?

If so, you are an optimizer.

If you prefer perfectly attributable though small gains in discrete channels, then you’re an incrementalist.

Optimizers eat incrementalists for lunch.

Sometimes, in very big places, incrementalists work in the middle of a pyramid with optimizers at the top. Even so, they can only swim so far up before they hit a ceiling. Too late, they find that the open market is not a very friendly place for an incrementalist.

Why do incrementalists do it to themselves? Is it because they are trading upside for certainty? Is being sure more valuable to them than being successful? Is being right worth more to them than results?

Or did they just swallow a less intelligent idea of what it is a marketer is supposed to do?

Well … enough musing about the incrementalists, much as I would like to convert as many of them as possible to a life of success beyond explanation.

We are for the optimizers.

 

Freedom’s Pusher

We think we’re free, but we have habits. Our habits are tyrants. They dominate us. Hard as we may try, we can’t get free of habits, we can only build new ones. And we only feel “free” when we’re dominated by habits that empower us.

So, freedom is an addiction.

I help people form more inspiring, more empowering habits. I help marketers make more inspiring decisions, so they can help more people form more inspiring habits.

I’m Freedom’s Pusher.