Hiebing » Capabilities

Brand Strategy

admin — Fri, 02 Oct 2009 04:00:41 +0000

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 SoulDiscovery^SM and Message Strategy^SM 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.

Insight Research

admin — Fri, 02 Oct 2009 03:55:31 +0000

At the core of a brand’s success lies a deep understanding of the target consumer so it can make an emotional (and rational) connection with them. This principle is genetic to us: we use our in-house research group to ensure alignment between the answers a brand finds and the action it wants to take. To uncover core truths, we use a range of approaches from ethnography to internally developed methods such as Meal Time Confessions^SM. But our work doesn’t end there. To help brands stay on top of the ever-changing consumer and marketplace, we are skilled in a range of research techniques from tracking studies to creative idea testing to new product optimization research.

Marketing Planning

admin — Fri, 02 Oct 2009 03:50:28 +0000

Once we agree on message strategy, we develop a holistic touchpoint plan deploying paid, owned and earned media. We plan and coordinate owned media, leveraging your assets—content and data—inviting consumers to connect more deeply and on their terms. In other words, the three marketing textbooks we’ve written are still the root structure of our thinking today.

We actively create new earned media opportunities, third-party coverage your brand receives from coordinated media outreach, word of mouth garnered from your brand ambassadors and borrowed credibility initiated on behalf of your brand.

By integrating efforts across all these types of touchpoints, we create compounding effects that push various media to work harder.

Advertising

admin — Fri, 02 Oct 2009 03:45:57 +0000

You earn it with a compelling story. The very best stories start with big ideas that are:

Engaging, so they interest the target
Simple, so they are clear to the target
Portable, so they can accompany the target

Big ideas lead to great work—the arrangement of old things in a new way that creates a positive and lasting emotional surge in the target. A simple way to think of it: 1 + 1 = 3. Great work does more than get attention. It fills the target with a new or renewed perspective and moves them to act—all while differentiating your brand. It’s not magic but the effect is magical.

To ensure we bring this level of work to every project, we don’t hire people who just want to make interesting images. We only hire great creatives who are target market led. That way our work always reflects YOUR brand and YOUR target’s needs rather than the industry’s style du jour.

Design

admin — Fri, 02 Oct 2009 03:40:48 +0000

In today’s world, aesthetically appealing, functionally pleasing design is table stakes. The real challenge is to connect your design with a target-led branded idea.

That’s why great design must tell a compelling story that starts with an exceptional idea. It grabs the target’s attention, gives them a fresh perspective and motivates them to respond—all while sending a singular, differentiated message about the brand. Considering that design itself can be one of the most powerful branding tools available, it deserves nothing less than a compelling story that starts with a great idea.

Naming

admin — Fri, 02 Oct 2009 03:35:41 +0000

With 93 percent of all the words in the American Heritage Dictionary already trademarked and 98 percent owned as domain names, it’s no surprise that good names are hard to come by.

Our proprietary NameCalling^SM process attracts companies large and small who need help naming everything from organizations to products.

NameCalling has proven successful at uncovering real gems with range and depth that build business fast by following:

unexpected pathways into the target, plus using
unconventional sources for namers.

Public Relations

admin — Fri, 02 Oct 2009 03:30:04 +0000

PR has enormous power to influence and shape consumer perception, and our team lives to harness it. Whether it be coming up with engaging ideas that can’t help but get noticed, creating a strategic and buzz-worthy stunt, gaining third-party credibility through media coverage, managing reputations or providing sound counsel in a crisis, Hiebing gets the results you want to live with.

Media

admin — Fri, 02 Oct 2009 03:25:49 +0000

Fragmentation often means less bang per Benjamin. What’s more, consumers expect content on their own terms, which demands portable ideas that are able to flow among media in all its ever-changing forms. Our planning model focuses on discovery, invitation and engagement with the brand—so we pay the right price to carry out the strategy right.

Interactive

admin — Fri, 02 Oct 2009 03:20:51 +0000

Interactive at Hiebing is a brain trust of strategic planners, project managers, designers, writers and programmers who translate target needs into the most effective digital presence. As with all creative endeavors, we start with ideas. Before the first pixel is brought to life on screen, we are strategizing, planning and dreaming of ways to translate these ideas into engaging Web experiences. We are unique in our ability to blend creativity and technology, molding insights about your targets into usable site design that is compelling and results oriented. We begin with the “why” and then apply the appropriate technology to the task.

Social Media

admin — Fri, 02 Oct 2009 03:15:58 +0000

New technology is leading the way in many of the campaigns we develop. New media provides significant opportunities to engage with very specific targets as never before. In using this ever-growing space, we plan and execute a broad range of initiatives, including blogs, e-newsletters, YouTube channels, Twitter, Facebook profiles, microsites, landing pages, e-commerce websites, mobile-enabled websites and whatever comes next.