BrandSmart

Position your brand to connect on many levels.

Today's marketers typically develop a brand identity and positioning based on the tried-and-true steps of corporate-driven brand development. However:

"The static, corporate-driven models of branding and positioning are antiquated, self-serving and not responsive enough to the increasing demands of today's hyper-competitive market. "
- McKinsey and Company

The old-fashioned model is not able to respond to a consumer marketplace driven by rapidly-changing media and technology. According to Forrester Research's Charlene Li and Josh Bernoff, "The value of a brand belongs to the market and not to the company. The company in this sense is a tool to create value for the brand. Brand...lives outside the company, not in the company."

Adamson believes a large portion of what we used to call "consumers" are now more accurately called "participants." And these are at the heart of our BrandSmart™ process.

BrandSmart recognizes that a brand's participants include both internal and external stakeholders; they buy, sell, post, blog, read, manage and share information about the brand.

BrandSmart is a simple but effective 360º process, allowing brand sponsors to view it from all angles.

BrandSmart from Adamson

The result is a multi-dimensional identity and positioning that allows participants to truly connect with the brand on multiple levels. It's an approach that has driven sales with a greatly improved ROI for many of our clients.