After working closely with our clients this year we realized that there was a bigger marketing need to be addressed.  When it came to marketing many of our clients were piecing a campaign together, utilizing a different resource for every component of their marketing mix.  The result of this trend was a diminished brand message and a decrease in brand loyalty.

In today’s fast paced, ever changing market we know that the key to cultivating life long brand loyalty is to have a clear, consistent, and relevant message that transcends online and offline boundaries.

To provide the best service for our clients, Kaspo has transitioned from a promotional design agency to a creative marketing company with a focus on creating holistic branding campaigns for our clients. By leveraging our partneships in tv and outdoor advertising, combined with our competencies in promotions, event, and social media marketing we create powerful brand messages that connect customer on a deeper level.

We know that customer behavior is not centered around needs, but rather a desire to connect with something bigger.  We believe that marketing, at its core, is about connecting customers with the WHY of a brand. It is the connection between company, customer, and the WHY that builds lifelong brand loyalty.

Through our Socratic Questioning, Empowered Methodology, and Synergy of Expertise we work with our clients to uncover their own unique WHY and encourage them to connect with their customers through holistic branding campaigns.

To learn more about The Experience we have created for our clients, please click on the respective icons or contact us through our contact page above.

It is true that the Virgin Brand has gone in every direction, from records to airplanes and beyond.  However, what struck me as interesting about the idea of elasticity is the question of whether a brand is born or can be made an elastic brand. It was this questioning that encouraged me to take a deeper look into successful and unsuccessful examples of elastic brands.

Virgin is a great example of a successful elastic brand and they are great at it because it was built into their brand from the beginning.  Virgin has always taken the ordinary and made it extraordinary, allowing it to span from magazines, stores, mobile phone service, airlines etc.

Other companies have not been so successful such as Harley Davidson, who decided to venture into the wine cooler business and were quickly shunned.

When it comes to extended product lines and markets it is important to take a look at what your brand was built on.  If you can effectively convey the message of your brand within the product extension, you will be a success story for elastic brands.  If you overlook the core message of your brand when extending to new products of markets you are simply trying to sell wine coolers to a group of motorcyclists.

Below is a break down of what types of campaigns best suit each medial outlet and how you can leverage them for your brand message.

Facebook Crowdsourcing

Crowdsourcing is a new trend sweeping the internet. Crowdsourcing is the process of encouraging multiple minds inside and outside of a company to work on a common task. Facebook is the best platform for initiating a Crowdsourcing conversation. If you are working on a project for a client, be transparent about it and ask your fans to add their two sense, let them be a part of the magic you do every day.

LinkedIn Blogs

If you don’t have a blog yet, you should consider getting one. Linked in is a great place to showcase your unique perspectives on industry norms and trends, to express your unique point of view, and challenge your network to think differently.

Twitter Recognition

Twitter is a great place to recognize and reach out to potential customers. Twitter’s list function allows you to create a hotlist of potential clients. A hotlist is a list of perspective clients that you would like to gain an introduction to, but have no connections in common. Follow these people and add them to a list. Once a day patrol this list to see if there is a jumping point for a conversation. If they mention an award they won, congratulate them. If they shared a great article retweet it to your fans.

It is all about communicating the appropriate message through the appropriate channel to encourage a conversation. It is more about pulling your network into your online conversation than pushing out a campaign to your network.

Conversely an empowered brand, empowers its clients, employees, and all those who come in contact with it. It is through this empowerment that a bigger purpose is set in motion.

People have adopted social media as a part of their life and a powerful source for obtaining information.  What is new about it is the way we interact with it.  After a while, all of the information became overwhelming.  We soon developed new ways of sorting the information we responded to.  We created an avoidance to constant messaging and simply stopped responding. Unless of course we found a source that continually struck a cord and connected to a belief.  We then became Credists for this brand.   A Credist unlike a fan or follower has a deep connection to the brand and what it stands for.  A credist will buy your products, pay attention to your messages and play a great role in spreading word about your brand.

They may not be as measurable as fans, followers, and likes, but if you can easily identify your creedists through simple social media mining.  Find them, honor them, and keep them for when fans, followers, or likes begin to lose interests your creedists will prove to be tried and true.

When you need advice on business whose books do you buy?

Finances?

House Guests?

The person that came to your mind is a thought leader. Whether it be Martha Stewart, Seth Godin, or Suze Orman, these people have all assumed the position as the go-to person for specific information in the minds of many.

Living in the information age, we have all kinds of information at our fingertips. There is so much information available to us that it becomes overwhelming. When we tire of searching through the hundreds of links Google sourced for the Search Criteria “finances” we turn to the thought leader. We go to their site, buy their book, order their products etc.

Thought leaders generate business for themselves through their unique, quality, and consistent thoughts.

If you want to stand out as a valuable resource with in depth knowledge and connections to other resources, design your site, write blog posts, share articles pictures etc, in line with the fore mentioned specifications. The one person they turn to when they need an answer about _________________.

Define the blank and capitalize on it.

When you need a recipe whose website do you turn to?

When you need advice on business whose books do you turn to?

Finances?

House Guests?

The person that came to your mind is a thought leader. Whether it be Martha Stewart, Seth Godin, or Suze Orman these people have all taken a place in your mind as the go-to person for specific information.

Living in the information age, we have all kinds of information at our fingertips. There is so much information available to us that it becomes overwhelming. When we tire of searching through the hundreds of links Google sourced for the search criteria “finances” we turn to the thought leader. We go to their site, buy their book, order their products etc.

Thought leaders generate business for themselves through their unique, quality, and consistent thoughts.

You want to stand out as a valuable resource with in depth knowledge and connections to other resources. Design your site, write blog posts, share articles pictures etc, in line with these specifications and you will become a thought leader for your industry. The one person they turn to when they need an answer about _________________.

Define the blank and capitalize on it.

Is the game you have created to expand on a commercial, enriching your brand experience?

Does the QR code land on a page that is engaging and useful?

As the lines between branding and distracting continue to overlap with multi-media advertising, this question will determine if your ad will further your brand or distracts from its overall message.

After every debriefing as a part of the Blue Angles every individual would say the simple line, “Glad to be here.” It is this glad to be here mentality that made all the difference in the team.

Individual members took pride in their role as a member of this team. They realized how fortunate they were to work together and they honored the bonds and commitments they made to each other. They were glad to be there and that is what made all the difference in their performance.

Sinek uses the Golden Circle to further explain how to become an inspired company. He states that a majority of companies work from the outside in.

What product or service will we offer?

What materials and manufactures will we use?

And finally…

Why will we create this.

Inspired companies work from the inside out, answering the WHY first.

Companies like GE, Budweiser, Old Spice, Charmin, and Bounce decided to team up this year to get the most bang for their buck.
While this is a unique strategy to save some money and increase exposure I have some concerns about the overall effectiveness of such a strategy.

When it comes to co-branding you must partner with a brand that supports your overall brand objective. If the brands do not work together cohesively to spread a similar message, the message for both brands is damaged in the consumers mind.