An emotional brand platform and proposition. These inevitably drive the most successful brands—and are themselves driven by deep understanding of customer lives.
THE COMPETITIVE SPACE
We continue by sensitively probing your category. We gain information on how the category fits into daily life, satisfaction with the category as a whole, awareness of specific brands and products, what separates one brand from another, which brands are "on the rise," "right for the way I live my life," and "best for specific situations," conscious and subconscious criteria in the selection of brands, what trade-offs are made in brand selection, and more.
From there we segue to your brand. We probe top-of-mind perceptions and the importance of each. We also probe perceptions regarding specific product characteristics; i.e., taste, quality, purity, value. We explore which situations your brand is more or less appropriate for; where you "play strong" and where you're more challenged. We listen for exactly why respondents purchase your brand and exactly how it makes their lives easier-better-more fulfilled. We probe for what would have to change in order for respondents to select your brand more often, and in more situations. And we listen especially carefully for which adjectives consistently come up first whenever your brand is discussed.
The result of it all: Unfiltered learning on exactly how your brand best fits into target lives, and on exactly the right emotional connection to make in order to drive brand sales.
Our workshops almost always unearth an important "surprise" insight that was impossible to anticipate going in—and that profoundly impacts brand direction.
Our insights anchor our subsequent development of your brand's emotional platform and proposition; i.e., your "spirit of the athlete"/ "Just do it"/ "your victory"/ "Is it in you?" The platform and proposition are gradually woven into all brand marketing communication, including package graphics and copy, collateral, website, promotions, point of sale, trade show display, and advertising.
SOCIAL NETWORK ON THE INTERNET
Heard of the Oprah or Colbert bump? Happens every day in Social Networks. In each case, from small to large we see the dramatic growth of nearly 350% with Twitter to nearly 70% with the slowest growing social networks. Unlike traditional media like TV and radio stations, companies cannot buy traditional "commercials". Companies need to understand how to create content that is deemed authentic and relevant by the users.
SOCIAL MEDIA TODAY, AUGUST 10, 2015:
1) Global Active Internet Users now totals 3.175 Billion, that’s nearly half of the world’s population (7.357 Billion).
2) As for Social Media, there are over 2.206 Billion active users, a global penetration of 30%.
3) There are 3.734 Billion Unique Mobile Users as of this quarter, accounting for a 51% worldwide penetration.
4) 1.925 Billion users utilise their mobiles for Social Media platforms.
5) Social Media users have risen by 176 Million in the last year.
6) 365 Million active mobile social users have been added over the same time span, an incredible total growth of 541 Million.
7) Facebook adds ½ million new users every day; 6 new profiles every second. An ever-expanding market worth tapping into.
8) Mobile users constitute half of the world’s population, and 2 million smart phones are sold worldwide every single day.
9) 12 new active mobile social users are added every second, that’s 1 Million per day.
10) WhatsApp has gained 300 Million new users since this time last year (August 2014), a year on year growth of 60%.
SOCIAL MEDIA GROWTH STATISTICS:
YouTube is the second largest search engine on the web
50% of YouTube’s 300 millions users visit at least once a week
Facebook usage is up 40% since last year
2.5 billions photos are uploaded to @facebook each month
96% of 18-35 year olds are on a social network
15% of bloggers spend 10 hours or more each week blogging
25% of search results for the World’s Top 20 largest brands are links to user-generated content
78% of consumers trust peer recommendations
1 in 5 americans age 18-35 use @twitter
Twitter is adding 300,000 users a day
The sheer number of media choices for consumers today has fragmented the audience and as such a difficult time for media planers to target specific and large demographics. Traditional marketing methods have become less effective.
BRANDING - A TWO-WAY CONVERSATION WITH YOUR TARGET AUDIENCE
Consumers no longer want to be sold. They want to be TOLD and they want to be TOLD by their peers. Today's consumers want to be a part of the conversation. They want to participate in the conversation. Brands must participate in two-way communications with their consumers or they risk becoming irrelevant. Consumers will talk about your brand as long as you talk to them in their language, on their terms, and on their medium.
Cascadia Managing Brands LLC will work with you to create a custom Social Networking plan that reaches your ever moving demographic and pyshographic target.
US DEPARTMENT OF COMMERCE
"The delegates enjoyed meeting with you and were especially interested to learn about the importance of social media as an effective marketing tool."
Becky Long International Trade Specialist SABIT Program, U.S. Department of Commerce Washington, DC
When the United States Department of Commerce needed guidance about Social Networking best practices they turned to Cascadia for assistance.
Once the distilled proposition is created, we need to create the sizzle. We focus on two levels of public relations: trade and consumer or the Push and the Pull. Public Relations will not work if consumers do not have a place to buy your products. Therefore we usually focus first on the trade or the Push, to create "buzz" and excitement and make your brand look and feel much larger than it really is. Once the agreed upon level of distribution is achieved we begin to focus on the consumer and pulling your product off the shelves.
Here are some samples of the buzz we created for our clients:
According to Social Media Today (August 10, 2015) Global Active Internet Users now totals 3.175B. Facebook adds ½ million new users every day and mobile users now constitute half of the world’s population. The numbers are staggering.
And the way they communicate is changing everyday. According to Kissmetrics, YouTube is now the second largest search engine on the web, 2.5 billion photos are uploaded to @facebook each month, 15% of bloggers spend 10 hours or more each week blogging, and 1 in 5 americans age 18-35 use @twitter. CASCADIA MANAGING BRANDS knows where consumers live and how to talk to them.
CASCADIA MANAGING BRANDS
PUTS YOU IN THE CONVERSATION.
We are very unique in that we are not looking to win advertising awards or create "cutting edge" advertising. Our only goal is to develop a product positioning, advertising (trade and consumer), and an ad buy that will help you sell more product. Awards are nice. Sales increases are critical.
Many years of brand development experience has repeatedly shown us that while a solid physical product is a category price of entry, consumers buy based largely on emotion. Our approach is thus directed towards unearthing unique and powerful consumer insights that are profoundly helpful in the crystallization of an emotional platform and proposition.
While our approach is relatively organic, its defining characteristic is this: We strive to understand the customers' lives. Only then do we explore how your brand might best "fit in." This contrasts with conventional approaches that start with the company, product, or even with specific positioning concepts; i.e., with "what we have to sell," and try to force a consumer fit.
Our Chief Creative Leader and our team of graphic designers can help you design anything from sell sheets, to POS material, to banners, advertising, truck decals, anything. The Distilled Proposition helps define your graphic look and feel. Our experienced team of senior managers will continue to work with our designers until we get the right graphic imagery and feel that properly represents your brand
"If you are looking to develop your brand, whether its a beverage or not, Bill will be of tremendous help in turning your company from a probable failure into a very likely huge success.
Once your branding has been done, you can then rely on Cascadia’s experience and reputation to connect you with their large network of contacts that make it so much easier to get your product onto the shelves and into the hands of your customers.”
Wild Teas/Mudra Mushroom owner
*Note: Wild Teas came to us with an idea and we transformed it by name and design into Mudra Mushroom