An effective brand is one of the most powerful tools a company can wield. It can shift a company's bottom line while at the same time defining and shaping cultural trends. But what exactly does "branding" mean?

Simply put,  a brand is a metaphor for a story. It is also a promise to customers. It tells them what they can expect from products or services, and it differentiates itself from competitors'. And when dutifully crafted, it delights and defines, while transporting the customer -- creating loyalty beyond reason. 


Once the message crafted, strategy defines the architecture of engagement. The intent is to reach the right customer, at the right time, with the right message. The focus on digital is increasingly more prevalent as marketers continue to rely on more targeted, measurable tactics. 

But digital strategy is only one spoke in the wheel of tactical planning, and synergy with offline efforts is the only way to ensure seamless, powerful communications. To this end, having an integrated team from the outset is crucial to the success of any program. 


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