WHAT WE BELIEVE
Profitable brand growth results when a business embraces a brand strategy that clearly and effectively outlines why that brand is relevant to its customer base.
At Consequence [Strategy], we focus on defining — or redefining — brand positions that drive habitual and long-term brand usage. We believe that by discovering what makes a brand indispensable, we are then able to elevate the brand to be a trusted daily source of relevance in customers’ lives.
We are firm believers in Purpose Branding that compels customers to gravitate toward — and stay with — products and services offering tangible benefits and that consistently deliver against the “job” customers want to get done.
We believe in four key principles:
Simplicity
Strategic reduction is essential. The process itself can be arduous but, ultimately, powerful brand strategies must be simple to understand and act on.
Authenticity
The majority of brands possess distinctive, emotive equities. Sometimes those equities have been deprioritized, glossed over or simply forgotten. Our role is to help rediscover those latent or under-leveraged equities and strategically bring them to life.
Substantiation
Avoid the “bolt from the blue” insights and strategy. Work backwards to understand the arrived-at results. If it can be reconstructed, it has a basis and purpose. We strive to incorporate existing data and evaluative metrics.
Actionability
We are not ivory-tower strategists. We view success as our clients not only being inspired by the strategic thinking but also having the roadmap and specific steps that enable them to put the relevance-led strategy into motion across key marketing and communication platforms.
OUR SERVICES
BRAND STRATEGY
The importance of a brand is built upon consistent delivery of a relevant benefit. There are numerous tools or outputs that help a team distill and codify that distinctive benefit.
Three we use frequently are:
Brand Archeology
Understanding the past can inspire future success. We conduct a rigorous exploration of your brand’s heritage and past learning, applying insights from original consumer needs and your brand’s cultural roots to a strategic solution for today.
Brand Equity Audit
What does your brand stand for? What are its strengths or weaknesses? What do people think of your brand? Do your consumers and internal teams see the brand differently? Is your core message working hard enough?
Value Proposition
This concisely articulates the specific value the brand offers its audience/s and provides the contextual understanding of how that value can overcome existing barriers or concerns among key audiences. The intent of the value proposition is to provide a strategic framework for all future marketing communications.
COMMS STRATEGY
We work to elevate brands into distinctive communications spaces — engaging audiences by connecting the brand, people, surrounding culture and communications activation. We strive to help clients clarify the role communications channels should play to achieve maximum portfolio impact, while also igniting continuous collaboration and greater integration among the wider communications team.
CREATIVE AND CONTENT DEVELOPMENT
We partner closely with the creative and content teams to develop the strategy, write a compelling creative brief and then identify and help shape the ideas. We fully understand that nothing is more liberating than a tightly defined brief! Our executional experience covers a wide range channels and mediums – all forms of digital, mass media, branded response, thought-leadership and in-store activation.
RESEARCH
We have a depth of experience in both qualitative and quantitative research, allowing us to delve into consumer, brand and strategic business issues. We can either lead the research project or partner with existing research and consumer insight resources. While not a research agency per se, Consequence [Strategy] has a network of research resources that we trust and have used with demonstrable success on previous client assignments.
ABOUT
Consequence [Strategy] is led by Nick Richman. With 25 years of brand strategy leadership on both the agency side (with several Top-25 communications firms) and the client side (within Fortune 500 marketing teams), Nick provides our team with a firmly rooted perspective on what it takes to relentlessly drive toward brand relevance.
Since launching in 2007, we have been fortunate to work across a diverse set of client categories and needs. Our involvement has covered B-to-C, B-to-B and B-to-B-to-C.
Our client exposure and current relationships include:
U.S. telecommunications provider
Global aerospace supply chain partner
Automotive brand (U.S. focus)
Global packaged goods firm
Quick service restaurant chain
Global marketing communications agency
Leading U.S. media holding company
Educational curriculum provider
Health care insurance start-up
Employee benefits provider
Global insurance company
Leading institutional financial services firm
Grocery retail group
Leading U.S. membership association
CONTACT US
Contact us and find how our services can benefit your company.