1. Top-performing companies make absolutely certain that BRAND is a central organizing principle.
Companies with a well-managed brand achieve the best financial results. Oct. 2008 ANA Study
2. The majority of companies are not successfully integrating their brick & mortar brand in
the digital world online. Dec. 2008 Forrester Research Study
3. To define and differentiate your brand offline, build it online and become the preferred choice of
customers, you need to get INLINE.
Fresh Fuel Is a TraDigital Brand Action Company.
“Traditional and digital strategy and marketing can no longer act separately or be poorly integrated strategically and tactically. They must work together to build your brand, minimize risk and maximize your profitability. We’re providing new thinking and new ways to help companies win in a world where brand perception is powerful, and control of the brand has moved to the customer.”
~Greg Williams, President
There’s no one “magic” way for people to experience your brand or grow your business. The era of the :30 TV spot, the must-read print ad and even the eye-catching banner ad is fading. Today in an increasingly cluttered and fragmented marketplace, the key to success is building your brand and your business across many different channels, both traditional and digital.
Fresh Fuel is a TraDigital Brand Action Company. We think about brands and branding in a whole new way. We don’t push flashy websites, Internet doodads, expansive media buys or any other one “magic” tactical silo that may be more in our best interest than yours. We do just what’s right for your company. We’re interested in the bigger picture: your business goals and the myriad of ways to help you achieve them through branding and communication. Traditional, digital, inside your company, outside your company and everything in between. We’re all about TraDigital Brand Action. Period.
We call our new approach Inline Branding, an innovative way to build business through identity, strategy and preference. It eliminates silo mentality and combines our proven traditional branding expertise with a deep strategic knowledge of digital innovation on the Internet. We haven’t
changed branding, just the way we think about it and what it means for companies to be successful in the future.
So this way, Inline Branding doesn’t make mountains out of marketing molehills. True, the Internet has changed things, but not what’s fundamental to business. Branding experience tells us that. And those who overstate Internet-induced confusion are probably the ones who are confused. We think it’s time to get a grip.
Inline Branding applies the fundamental principals of branding to a diverse and innovative network of traditional and digital Inline strategies. Inline with your business objectives, Inline with your work culture, Inline with technology and Inline with consumer preference and behavior.
Here are the essential ideas behind Inline Branding, from the fundamental to the forward-thinking.
What Hasn’t Changed...
Business. Whether you’re selling a product, service, idea or cause, you’re in business to sell something and make a profit. That hasn’t changed. It’s still top priority. We help build brand strategies that support short and long-term goals for your business. Goals before branding tools and tactics, always.
Brands. All brands offer something unique. All brands must compete. We help you identify and focus what truly differentiates your brand and gives it a competitive edge in the marketplace. Through extensive research and analysis, we structure and strengthen your brand at the DNA level.
People. People hate advertising. The sooner you respect this, the stronger your strategies become. Advertising is out. Branding is about building meaningful relationships with people based on relevance, respect and imparted benefits. Brands don’t interrupt life; they make life easier. So make the effort to understand people.
Culture. Your employees are the heart and soul of your brand. If they don’t believe in it, no one will. Inline branding makes sure everyone is on board with your brand vision so everyone can clearly communicate brand benefits to your customers and prospects.
Trust. We know...it sounds old-fashioned. But we don’t buy that buzzwords like “engagement” and “syncing” are the secret to brand success. Yes, brands must be compelling, but they must also be delivered consistently across all channels, interactive or not. Consistency builds trust, and trust is what builds brand loyalty.
Budgets. They’re here to stay. And that’s okay. We understand every dollar of every marketing budget counts. So Inline Branding is flexible. We make top strategic thinking available to businesses of all shapes and sizes, at all different stages of brand development.
What Changes Everything...
Control. You are no longer in the driver’s seat. Consumers are demanding more and more control over their brand experiences and are driving brand perception. Via the Internet, they can interact with your brand on their own terms around the clock. Here they can comment, critique and promote your brand on a global scale. Inline Branding helps build control-sharing strategies to your advantage.
Landscape. The communication landscape is broader and more fragmented than ever. Inline Branding identifies the communication strategies and channels that are best suited for your brand objectives, online and offline. It ensures your brand messaging is effectively delivered across all points for broader brand impact.
Epicenter. We put your website at the center of your marketing universe. Everything you do should drive people here. Because your website is your 24/7 brand ambassador. Here people can experience your brand without ever setting foot through door. And here is your opportunity to learn more about them, through data collection and interactive dialogue.
Longevity. Thanks to the Internet, your branding initiatives can live on indefinitely. Any article, ad, press release and tidbit about your brand can be archived and circulated for years to come. So before you put anything out there, make certain it is on track with your long-term brand goals.
Accountability. How can you raise the bar without setting standards? We use and value metrics, because we believe in results. There are more ways to measure and monitor brand success than ever before. The only way to achieve and exceed business goals is to be accountable.
We firmly believe Inline Branding is an approach that makes sense for the future, ours and yours. For more details see our expertise and services at freshfuel.com. It is not a one size fits all, all-or-nothing approach. Think of it more like an à la carte menu. Because we recognize that different businesses need different things and make Inline Branding affordable and flexible for brands of all shapes and sizes. What do you need now? Where do you need to go?
If you need to know more this very moment, just call Greg Williams:
P: 248-538-9090
GW@freshfuel.com
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