How are brands built?

While there is no simple formula that when applied, time and again will create a Brand, we believe the quest to brand build is a matter of consistency. This is particularly true for niche group marketing where the key constants of purpose and presence can often be neglected.

A marketable product is the foundation of brand building. Predictable, high quality performance time and again is the cornerstone. Read TAG President Marla Currie's article on Brand Building in Ethnic Communities".

Translating Image to Urban Youth

PROBLEM: Client desired to reach out to Black youth consumers with a soft drink product that had an established and un-hip image.

SOLUTION: Creative campaign developed for broadcast and print media borrowed the cache of a hot and established hip hop music artist and featured him in unexpected and outlandishly provocative scenarios. Result was a brand with instant credibility.

Strengthening Brand Equity

PROBLEM: Client wanted to know the value of equity in its corporate name in order to determine if new business ventures should be branded under the parent name.

SOLUTION: Market research conducted both ranked and rated current company "brand" as well as projected acceptance of the corporate name across a variety of potential businesses enabling client to make an informed decision about its future.

PROBLEM: Client desired to reach out to niche segment within its customer base to better understand issues and business opportunities.

SOLUTION: A number of business and social events were held allowing Client to interface face to face with prospect customers in formal and informal environments building both business and relationships with this specialized group.