Brands don’t start with ads. Just like trees don’t start with leaves.

To grow a healthy brand ecosystem, the roots have to be firmly established. In this instance, the roots are the strategy and the research that goes into it. And the strategy. Did we mention strategy? Yeah, it’s really important. We call it going slow to go fast. Without a killer strategy/root system, the leaves (creative) will be all brown and sickly. And nobody wants their ads to be brown and sickly.
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Advertising Campaigns

The leaves–advertising campaigns –are the shiny object that everyone is tempted to start with. However, without a healthy brand ecosystem, advertising campaigns tend to be reactionary and too dependent on gut instinct. This approach leads to campaigns that try to be everything to everyone and water down the brand without a clear focus or goal. MFN creates campaigns that work because we design them from the roots up.

Communications Planning

The branches represent marketing campaigns that attract specific demographics or capitalize on specific, time-sensitive opportunities. With defined goals and ways to measure them, objective-based paid media campaigns increase the effectiveness of your marketing and improve ROI.

Brand Creative

The trunk is the core collection of creative assets that appropriately communicate who you are. These elements include your website, social channels, blog content, brand identity, sales materials, environment design and much more. When you improve these elements and ensure they stem from the roots, you validate the brand and inform the consumer in a simple, consistent way that leads to higher conversion rates and increased loyalty.

Brand Strategy

The roots are the basis for everything we craft and how your company communicates not just what you do, but why you do it. By building a solid foundation with customer profiles, mission and vision, unique market position, key messaging, competitive analysis and 12-month marketing roadmap, you can move with confidence into the development of assets instead of constantly wondering if you’re “saying the right thing”to authentically resonate with customers.

Advertising Campaigns

The leaves–advertising campaigns –are the shiny object that everyone is tempted to start with. However, without a healthy brand ecosystem, advertising campaigns tend to be reactionary and too dependent on gut instinct. This approach leads to campaigns that try to be everything to everyone and water down the brand without a clear focus or goal. MFN creates campaigns that work because we design them from the roots up.

Communications Planning

The branches represent marketing campaigns that attract specific demographics or capitalize on specific, time-sensitive opportunities. With defined goals and ways to measure them, objective-based paid media campaigns increase the effectiveness of your marketing and improve ROI.

Brand Creative

The trunk is the core collection of creative assets that appropriately communicate who you are. These elements include your website, social channels, blog content, brand identity, sales materials, environment design and much more. When you improve these elements and ensure they stem from the roots, you validate the brand and inform the consumer in a simple, consistent way that leads to higher conversion rates and increased loyalty.

Brand Strategy

The roots are the basis for everything we craft and how your company communicates not just what you do, but why you do it. By building a solid foundation with customer profiles, mission and vision, unique market position, key messaging, competitive analysis and 12-month marketing roadmap, you can move with confidence into the development of assets instead of constantly wondering if you’re “saying the right thing”to authentically resonate with customers.

If what makes you different is also what makes your competitor different, well, we need to talk.

Through extensive consumer research and the honing of the brand vision and mission, we help clients find that special something that makes them tick. That something that sets them apart. That makes them unique. Because if you can put your competitor’s logo at the bottom of your ad and it still makes sense, you’re doing it wrong.
Company

Our first order of business is to understand your company (sometimes better than you do). What is your purpose? What is your greatest strength? What are the current challenges? Is your brand true to your core DNA? By clearly articulating who you are and what you do, we can create a brand cornerstone document that informs all communications. This magical “silver bullet” will make your marketing more consistent, with the goal of making your brand one that consumers embrace with their hearts, minds and wallets.

Customer

A business without customers is, well, not a business. So clearly, your customers are a major part of your marketing equation. Our proprietary process leverages primary and secondary research to understand how your customers think and behave, both in terms of your brand and the category as a whole. By discovering what makes them tick, we can create messaging that truly speaks to them, albeit with your unique accent. (FYI, our accent is sarcasm.)

Category

After we have a firm grasp of your business, we turn to your competition. What are they saying and doing? What’s their brand personality? Where do they live in the marketing space? Understanding your competition helps us determine the table stakes—what we must do to be competitive. It also provides us with a blueprint of what not to do so that we can carve out a unique, ownable position to ultimately engage with consumers in a way that makes your competitors say, “Gee, I wish we had thought of that.”

Brand Strategy

Your brand strategy is your magic wand, which will be used to sprinkle magic fairy dust on all your communications, messaging and creative. Although it has nothing to do with magic and everything to do with research, insights and consumer behavior. The brand strategy is the engine that drives your mission, vision, brand personality, products and services, competitive advantage and value proposition. Vroom, vroom.

Table Stakes

To stay in the marketing game, you have to ante up. Because every industry has table stakes—the messaging and offerings you have to deliver to stay competitive. We identify these areas by finding the overlap between your company’s offerings, the competition’s offerings and consumer’s needs. Because our goal is not to just remain competitive in these areas but to help you run the table and walk away with the pot. In this respect, your brand’s unique strategy is your ace in the hole.

Company

Our first order of business is to understand your company (sometimes better than you do). What is your purpose? What is your greatest strength? What are the current challenges? Is your brand true to your core DNA? By clearly articulating who you are and what you do, we can create a brand cornerstone document that informs all communications. This magical “silver bullet” will make your marketing more consistent, with the goal of making your brand one that consumers embrace with their hearts, minds and wallets.

Customer

A business without customers is, well, not a business. So clearly, your customers are a major part of your marketing equation. Our proprietary process leverages primary and secondary research to understand how your customers think and behave, both in terms of your brand and the category as a whole. By discovering what makes them tick, we can create messaging that truly speaks to them, albeit with your unique accent. (FYI, our accent is sarcasm.)

Category

After we have a firm grasp of your business, we turn to your competition. What are they saying and doing? What’s their brand personality? Where do they live in the marketing space? Understanding your competition helps us determine the table stakes—what we must do to be competitive. It also provides us with a blueprint of what not to do so that we can carve out a unique, ownable position to ultimately engage with consumers in a way that makes your competitors say, “Gee, I wish we had thought of that.”

Brand Strategy

Your brand strategy is your magic wand, which will be used to sprinkle magic fairy dust on all your communications, messaging and creative. Although it has nothing to do with magic and everything to do with research, insights and consumer behavior. The brand strategy is the engine that drives your mission, vision, brand personality, products and services, competitive advantage and value proposition. Vroom, vroom.

Table Stakes

To stay in the marketing game, you have to ante up. Because every industry has table stakes—the messaging and offerings you have to deliver to stay competitive. We identify these areas by finding the overlap between your company’s offerings, the competition’s offerings and consumer’s needs. Because our goal is not to just remain competitive in these areas but to help you run the table and walk away with the pot. In this respect, your brand’s unique strategy is your ace in the hole.