Hiebing » Brand Strategy http://www.hiebing.com Integrated Marketing and Advertising Agency, Madison, Wisconsin Fri, 03 Sep 2010 20:42:38 +0000 http://wordpress.org/?v=2.9.1 en hourly 1 Sometimes It’s the Obvious That Gets Overlooked http://www.hiebing.com/blog/sometimes-the-obvious-that-gets-overlooked/ http://www.hiebing.com/blog/sometimes-the-obvious-that-gets-overlooked/#comments Mon, 30 Nov 2009 12:48:09 +0000 eena http://www.hiebing.com/?p=2783 11.30.09 Periodically review old assumptions.]]> 11.30.09
Author: Eena Taylor

Sometimes it’s the obvious that gets overlooked

At my house, we tend to get quite a number of duplicate catalogs in the mail. Either I’m listed twice with two different last names or my husband and I both get sent copies of the same thing. When this happens, I usually try to call to remove one or both names from their list. But I ran into a problem here, as this company only provided their vanity 1-800 number (on every other page of their catalog):

1-800-dial-fail

At the time, I did not have access to a phone with a normal keypad—my smart phone was equipped with a non-standard keyboard—and I couldn’t call in until I went online and found a visual on Wikipedia.

I’m willing to bet that the phone number listing never gets a second thought each and every time this catalog gets proofed.

Experiences like this should remind us to periodically review old assumptions about how consumers communicate with brands. Time to retire that yellow page ad and put funding towards paid search instead? Have you devised a mobile strategy for reaching your target market?

No matter the medium, always provide consumers with multiple ways of contacting you. Make room for the numeric phone number beside your vanity number on printed catalogs.  For online retailing, make sure there is an email contact and phone number in addition to an online contact form at minimum. See this post for more info about designing usable contact forms.

]]> http://www.hiebing.com/blog/sometimes-the-obvious-that-gets-overlooked/feed/ 0 Fiskars http://www.hiebing.com/work/fiskars-logo/ http://www.hiebing.com/work/fiskars-logo/#comments Thu, 29 Oct 2009 21:48:25 +0000 admin http://www.hiebing.com/?p=1572 Fiskars - Logo]]>

Fiskars

Logo

]]> http://www.hiebing.com/work/fiskars-logo/feed/ 0 Famous Footwear http://www.hiebing.com/work/famous-footwear-spring-looks-tv/ http://www.hiebing.com/work/famous-footwear-spring-looks-tv/#comments Mon, 02 Nov 2009 19:14:00 +0000 admin http://www.hiebing.com/?p=2173 Famous Footwear - Television]]>

Famous Footwear

Spring Looks

]]> http://www.hiebing.com/work/famous-footwear-spring-looks-tv/feed/ 0 Dean Health System http://www.hiebing.com/work/dean/ http://www.hiebing.com/work/dean/#comments Wed, 04 Nov 2009 15:06:32 +0000 admin http://www.hiebing.com/?p=2517 ]]>

Dean Health System

Moms Love Dean

]]> http://www.hiebing.com/work/dean/feed/ 0 Infantino http://www.hiebing.com/work/infantino-print/ http://www.hiebing.com/work/infantino-print/#comments Thu, 29 Oct 2009 21:23:42 +0000 admin http://www.hiebing.com/?p=1611 ]]>

Infantino

Print

]]> http://www.hiebing.com/work/infantino-print/feed/ 0 Atticus http://www.hiebing.com/work/atticus-logo/ http://www.hiebing.com/work/atticus-logo/#comments Thu, 29 Oct 2009 21:10:30 +0000 admin http://www.hiebing.com/?p=1566 Atticus]]>

Atticus

Logo

]]> http://www.hiebing.com/work/atticus-logo/feed/ 0 Brand Strategy http://www.hiebing.com/capabilities/brand-strategy/ http://www.hiebing.com/capabilities/brand-strategy/#comments Fri, 02 Oct 2009 04:00:41 +0000 admin http://www.hiebing.com/?p=29 The path to open hearts]]> Brand Strategy

At the heart of any dynamic brand lies a profound respect for its consumers. And to respect, you first have to fully understand. What motivates your target’s behavior? What are their passions, fears, filters, quirks and dreams? What is the optimal promise your brand can make to engage them? How can we develop on brand traits and leverage them? Using positioning techniques, as well as our own SoulDiscoverySM and Message StrategySM processes, together we’ll uncover the target’s emotional (not just the rational) needs—then shape the brand’s strategy to fit meaningfully into their worlds, set the brand apart in the marketplace, and find it an ownable and differentiated home for life.

]]> http://www.hiebing.com/capabilities/brand-strategy/feed/ 0 Nestlé Nutrition http://www.hiebing.com/work/integrated-stories/nestle-nutrition/ http://www.hiebing.com/work/integrated-stories/nestle-nutrition/#comments Thu, 01 Oct 2009 16:52:32 +0000 admin http://www.hiebing.com/?p=91 ]]> Nestle Nutrition

Nestlé Nutrition

Integrated Story

Clinicians are often stuck between a rock and a hard place—under enormous pressure to do what’s best for the patient while facing ever-shrinking resources. By helping show that science and caring are complementary principles, we helped Nestlé build credibility and preference with clinicians across the continuum of nutritional needs—for everyone from the healthy to the critically ill. Working together, we created a marketing engine that drove the brand to marvelous new heights. Clinicians looked at the brand with fresh eyes, embraced its promise, and rewarded it with healthy and sustained growth.

Nestle Nutrition Store

]]> http://www.hiebing.com/work/integrated-stories/nestle-nutrition/feed/ 0 Famous Footwear http://www.hiebing.com/work/integrated-stories/famous-footwear/ http://www.hiebing.com/work/integrated-stories/famous-footwear/#comments Thu, 01 Oct 2009 16:33:34 +0000 admin http://www.hiebing.com/?p=86 ]]> Famous Footwear

Famous Footwear

Integrated Story

After helping Famous Footwear grow from 80 stores to 1,100 stores, its brand-names-for-less positioning had been aped by nearly all the competition. Clearly, it was time for a makeover—and one that could be brought to light in seasonal promotions such as back-to-school and holidays. After researching potential Soul PurposesSM, we coined “found them at Famous”—capturing mom’s joy of shoe-shopping success. You see, a Famous mom rejoices when she finds real-world fashion without breaking the bank or her stride. And when she repeatedly lays the plastic down, you know you’ve earned her trust.

]]> http://www.hiebing.com/work/integrated-stories/famous-footwear/feed/ 0 Nestlé Nutrition http://www.hiebing.com/work/nestle-nutrition-interactive/ http://www.hiebing.com/work/nestle-nutrition-interactive/#comments Fri, 30 Oct 2009 16:28:13 +0000 admin http://www.hiebing.com/?p=1832 Nestlé Nutrition - Interactive]]>

Nestlé Nutrition

E-Commerce

nestlenutritionstore.com

]]> http://www.hiebing.com/work/nestle-nutrition-interactive/feed/ 0