Inside Out Branding
London, Ink’s Unique Approach:
Your company’s brand doesn’t equal your logo or tagline. Nor does your brand equate to your Web site. Your brand is a direct result of the customer’s experience with your product or service. Your logo, tagline and Web site—and all your marketing and communications—should promote that brand experience.
This is the essence of London, Ink’s philosophy, called, Inside-Out BrandingSM. Inside-Out Branding is much more than simply promoting your company with clever messages. With Inside-Out Branding, every customer touch point and every aspect of the customer experience add up to create a company’s brand identity.
Another Unique Approach:
“Test/Invest” Helps Control Marketing Spending
In working with growth-stage and established firms, London, Ink has gained—and imparted to clients—a strong sense of fiscal responsibility and conservatism.
Too often companies make investments in marketing and promotional programs (advertising, PR, lead generation) before they understand which tactics yield the highest return on investment (ROI).
Therefore, when recommending the marketing and promotional mix, London, Ink takes a “test/invest” approach in which:
- The five to seven most logical and justifiable programs are developed, implemented and measured using a portion of the overall budget over a 90-day period.
- Then, based on those results, the marketing mix is refined, and the worst performers are removed and two to three new programs are added.
- This process is repeated until the core marketing formula has been determined; subsequently smaller refinements will be made on a quarterly basis.
In this approach, no long-term contracts or commitments should be signed (i.e. 12-month contract with trade magazines or business publications), in order to keep the budget mix flexible