Creating and building.
At Interaction, we manage the development and maintenance of consumer brands, including research, brand auditing, brand strategy, campaign planning, brand tracking and brand logo imagery.
Knowing where you’re coming from and where you’re going.
In the process of creating advertising communication strategy, we undertake an Interaction Brand Audit. Utilising our research resources to access relevant market and consumer data including international developments and trends, we apply our wealth of knowledge and experience to this unique process to paint a detailed picture of your business.
The analysis will present you with a crystal clear picture of:
- Where you are today;
- Why you are there;
- Where you could be;
- How you can get there.
With this diagnosis of your business, together we can set advertising objectives and devise a Brand Advertising Strategy, coupled with a Brand Communication Strategy.
Our procedure recognises the three essential steps in developing successful communication:
- Determine the objectives;
- Develop the strategy;
- Prepare the creative brief.
In establishing the objectives, we will determine:
- What is the problem we are trying to resolve or what is the opportunity we are trying to develop?
- What is it we are trying to say?
To whom is the communication addressed?
When the objectives are finalised, a process of interaction between strategy development and creative execution begins.
Creating and building.
At Interaction, we manage the development and maintenance of consumer brands, including research, brand auditing, brand strategy, campaign planning, brand tracking and brand logo imagery.
Knowing where you’re coming from and where you’re going.
In the process of creating advertising communication strategy, we undertake an Interaction Brand Audit. Utilising our research resources to access relevant market and consumer data including international developments and trends, we apply our wealth of knowledge and experience to this unique process to paint a detailed picture of your business.
The analysis will present you with a crystal clear picture of:
- Where you are today;
- Why you are there;
- Where you could be;
- How you can get there.
With this diagnosis of your business, together we can set advertising objectives and devise a Brand Advertising Strategy, coupled with a Brand Communication Strategy.
Our procedure recognises the three essential steps in developing successful communication:
- Determine the objectives;
- Develop the strategy;
- Prepare the creative brief.
In establishing the objectives, we will determine:
- What is the problem we are trying to resolve or what is the opportunity we are trying to develop?
- What is it we are trying to say?
To whom is the communication addressed?
When the objectives are finalised, a process of interaction between strategy development and creative execution begins.
Strategic campaign planning for the long term.
Consistency and continuity give us the ability to stick with a campaign over a lengthy period, without deviating.
The intention is for the campaign idea and/or elements used to brand and position the product or service to have the ‘legs’ to act as an umbrella for promotional events and the ‘arms’ to translate into all above and below the line media.
Campaigns are developed to ensure that they have the necessary ingredients for a long life, with total flexibility. That is why we place an emphasis on developing a creative platform from where it sits in the marketplace today.
In doing so, consideration is given to retaining and strengthening past ideas or themes that have proven to have value or shown potential, rather than just discarding them for the sake of something new.
The external and internal factors are coupled with base information form the statement of today, which we correlate with objectives underpinned by a strategy to arrive at the statement of tomorrow.
What’s the difference between being emotional (strategic) vs. rational (tactical)?
This two-tiered approach combines ‘the emotional’ and ‘the rational’ drivers that ‘push the consumer’s buttons. It is the brand image that convinces (subconsciously) the prospective customer that they want to buy, and more often the retail store and its offer that motivate the consumer to ‘act now’.
Therefore, even in the most competitive market, we seek to isolate a distinctive market position, because emotionally-based strategic communication results in compelling advertising that creates demand for products/services.
So as part of the justification for the decision to commit to the purchase, we endeavour to link tactical advertising to the strategic message to improve its effectiveness.