Median Studio built around the philosophy that in order “To help a client grow their business, we must, indeed, know their business.” Knowing a client’s business in our marketing world means starting with a complete understanding of the four fundamental areas: the targets; the evolved industry future; the product/service offering; and the competition. Armed with this knowledge, we deploy a brand idea generating process that requires we:
- Challenge category conventions.
- Deeply delve into the underlying emotional motivators to consumer thinking and behavior
(people buy on emotion but justify on rational thought). - Evaluate an idea’s ability to truly be game changing in what we anticipate will be the future state of the category and consumer.
This process is captured in the graphic depiction to the right.
The process is designed to generate several big idea “game changing” brand platforms as ppropriate. Consumer research is then customized to assess the potential of each idea ultimately resulting in the selection of the one idea on which the brand strategy and creative brief are developed. Armed with the brand strategy and brief, different creative approaches are developed and further validated with the key target segments.
The implementation of this process is accomplished across disciplines within the agency, outside partners and the clients themselves. This approach works regardless of creative
output, as it is as appropriate for direct mail, sales collateral and brand essence videos, as it is for commercial or in-store display pieces.