In the dynamic world of branding and brand management, new avenues of innovation and creativity emerge every now and then. Organizations and businesses allocate a major portion of their budget to promoting and advertising their brands. However, the lack of a strategic vision for branding often prevents the efforts from bringing the desired results in terms of brand identity and customer loyalty. In this context, Propaganda, a St.Louis-based fully integrated brand and marketing communications firm sets itself apart from other players in the industry. Committed to creating meaningful brand experiences, the company adopts an insights-based and data-driven approach to help organizations to build, establish and maintain their brand value and identity.
“Within the dynamic and competitive business environment, the critical nature of a robust brand strategy that addresses both your internal team and external consumers cannot be overstated, for it lays the foundation upon which companies can forge enduring bonds with their consumers, fostering long-term adoption. The essential areas that elevate this significance are as follows: differentiation, consumer trust and loyalty, premium pricing, a deep emotional connection and consistency and coherence.” says Flint Finlinson Co-founder of Propaganda
Founded in 2001, by Flint Finlinson and Paul Jarvis, Propaganda embarked on a mission to bring a scientific approach to the branding realm. The company believes in the power of their proprietary True Brand Process and is committed to providing a systematic and a data-driven approach to the industry. Their focus was to bring a wide range of thinking and discipline to how companies can position themselves and then brand that idea across all of their communication touchpoints. Therefore, contrary to the traditional approach of emphasizing too much on advertising the brand and evoking sensory appeal, Propaganda gives importance to cultivating long-lasting customer relationships.
True Branding is building a deep connection with the brand’s primary consumers, both internal and external. For example, the employees and team members are the most important consumer of a company’s brand. The integrated approach between the two ensures a seamless experience is delivered for the consumer, powered by the internal team’s understanding of what their role is in delivering their brand's purpose. It is a recognition that True Branding happens from the inside out. By aligning the organization's understanding of their brand vision and purpose it connects to the end benefit of the consumer. Finlinson states “ We created this process in order to empower brands to deliver an exceptional experience that impacts the lives of their consumer.”
At the core of its approach lies the combination of qualitative and quantitative research and informs the scientific method of development. The process begins with obtaining insights into the brand’s higher purpose benefit. It helps to ensure that the purpose is delivered effectively and the vision of the brand is communicated clearly. Through this approach, the company helps brands optimize their current offerings and provides a roadmap for future growth around a clear competitive advantage.
Propaganda, based on its proprietary scientific method, collects feedback directly from the customers on the functional and emotional connection they have with the brand. A hypothesis is established based on these insights and is validated quantitatively through a much larger sample. Then it is again tested against a variety of customer sets including non-users, average users, and loyal users, and analyzes what the core equities are that can transcend different groups. This process helps to formulate strategies to cultivate long-term loyalty from the ideal audience of the brand.
An important aspect that sets Propaganda apart from its competitors is its unique methodology to identify the core equities of the brand. What do they get credit for in the eyes of their consumer? Their analysis has identified that, in many cases, that's different from what the company perceives. This analysis helps brands to get in-depth insights into their customer base, how to distinguish themselves from their competitors, and how to transform themselves from just a brand to an experience provider.
“We at Propaganda are committed to making our clients happy and satisfied through results. Many of our clients emphasize the fact that our data-driven and insight-based methodology sets us apart from other brand strategy and design firms in the industry. This provides our clients with decision making confidence and guidance to make continual improvements. We bring expertise and a discipline to our work, but we let the data lead where we go”, Flint added.
By employing a scientific approach to brand development and management, Propaganda provides companies with a strategic vision and data-driven execution plan. By leveraging the power of their proprietary True Brand Process, they strive to nurture a long-lasting emotional connection between the brand and its audiences.
Media contact:
Name:Flint Finlinson
Email: [email protected]
