We provide services that help brands achieve amazing results. Client cases follow.
Brand Strategy: too many brands are “me-too” with surprisingly little differentiation. We start with your business strategy and inject creativity to build a narrative that resonates inside and out. This ensures the most engaging and accurate story is deployed efficiently and effectively.
Go-to-Market Strategy: we do not recommend traditional marketing plans. They are backward looking and thinking so rapidly stale. A proactive go-to-market creates dialogue, deeper engagement, and real revenue.
Strategic Writing: we provide thought leadership programs, counsel executives, and develop impressive intellectual capital spanning papers, articles, speeches, and blogs. Having ghostwritten ten business books, Jeff works with executives from concept to reader by ghostwriting, publishing consultation, and providing marketing support. We also theme conferences and advise on podcasts.
This was the big leagues. The one thing you don’t do is mess with America’s national pastime. Jeff led a team (off the field) to rebrand, rename and reposition the club with a fresh story and new creative. This included uniform design. The first 10 years of the club was not great. Performance was lacklustre and the club hurting. Many found the team’s name, Tampa Bay Devil Rays, cumbersome and because of the superstitions in baseball, perhaps part of the performance problem.
This comes from Wikipedia: “The team underwent a massive rebrand, abandoning its nickname and green-white color scheme for a new existence as the Tampa Bay Rays. Dropping the “Devil”, the new Rays name referred to a ray of sunshine, and the team adopted a navy, Columbia blue and gold color scheme.”
This was complex and there was a great deal of emotion tied up in the process. We looked at over 200 names in five categories to distance the club from its origins. As the process went on, it became clear that the subtle migration worked. By dropping ‘devil’ and imbuing ‘rays’ with new meaning, it provided an interesting linkage while setting a new direction.
In its first season in brand spanking new uniforms, the Tampa Bay Rays made it to the World Series! However, the team’s good fortunes came to an end. They were defeated four games to one by the Phillies. An excellent showing that ended up delivering on other aspect of the branding goals including fan engagement, television revenue, and merchandise sales.
This Canadian loyalty consulting business was owned by an American parent called Maritz. Maritz is credited with the idea of the “gold watch” presented upon the retirement of loyal employees and the free toaster from the bank when you opened an account. The Canadian operation ahead of the American parent in innovative services and they were beginning to compete for clients.
Not that we knew this, but the rebrand was a precursor to a management buy-out. Eventually, the Canadian entity would cut ties. Operating as Maritz Canada and Maritz Loyalty Marketing, the business had credibility in the loyalty consulting and technology space. They were beginning to attract bigger brands. So, there was opportunity and risk. Was it wise to separate from the mother ship? What would longstanding clients think? How would employees react?
Adding to the complexity was the decision to do this in secret. This ran the risk of producing a substandard result because stakeholder inclusion is critical. When we showed up, we were introduced as IT consultants and hidden in a back room. Still, we were able to conduct an entire rebrand. We nailed the positioning. This was rich and provided the company with more opportunities to connect and converse with existing and prospective clients.
The name “Bond” was selected from 17 shortlisted after exploring more than 400. We feared it would be legally rejected given the film franchise, glue brand, and many other trademarks. So we attached a suffix to the name, making it Bond Brand Loyalty. In one stroke, this claimed new space and functioned as a descriptive tagline.
The launch was smooth. At an event in downtown Toronto, over 400 employees were treated to a vibrant show where the company’s executives rolled out the new brand. It was enthusiastically received. The head office redecorated and all marketing materials revised. Bond Brand Loyalty looks like a far more credible competitor now in the space.
Swystun Communications led the marketing department for an interim period and recently consulted on a revamp of the positioning and marketing communications.
Talk about a mouthful. This national association was called the Canadian Association of Accredited Mortgage Professionals. Those who knew them called them “camp.” An holds no meaning. But that was not the only issue. This organization represents nearly 15,000 members that account for over $100 billion in mortgages annually. It needed a sophisticated brand.
In addition to the name, the association was facing competition from provincial associations and an upstart national player. Mortgage brokers were looking for value and clear difference. At the same time, they wanted increased visibility to the public and more effective advocacy in Ottawa.
Over a period of eight months, we worked across the country listening to local chapters and to members. We presented to the Board on four occasions, and they impressed upon us the need for clarity to drive a growth agenda.
Through this all we thought of the Canadian consumer. That person applying for a loan, seeking money for their home. We took a different tack. Rather than have the association appeal to its members, we pressed for a strategy of appealing to Canadians. That is how we arrived at the positioning: “We create possibility, fuel the economy, and provide Canadians with choice when making among the most important decisions in their lives.”
The new name and brand was launched at the annual conference in Toronto. It rolled out among fireworks and dance music while the Board came out in branded athletic jackets like the Canadian Olympic team. Within three months, the association experienced a 32% spike in membership inquiries and a 14% signup increase. It was so well received that a significant number of brokers claimed to be members but were not. This includes them using the brand on their marketing materials and in their offices. The association now monitors the unauthorized use of its brand that has come to symbolize stability, strength and trust.
“Having worked with almost a dozen firms in the same space, Jeff was able to bring a fresh perspective and balance the variety of voices within our membership without compromising on the project. He was a pleasure to work with. Jeff truly listened, understood, created, and then delivered. I look forward to working with Jeff again anytime.”
Samir Asusa, CPA, CGA
Senior Vice President and CFO, Mortgage Professionals Canada