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Looking for a unique marketing campaign? We've got it all sewn up

For almost two decades now, we've been working with a hugely diverse range of clients across many sectors, from schools and charities to retailers, hotels and IT professionals.
 
When we meet with potential clients for the first time, there's always that buzz of excitement as we get to know their business and discover what makes them tick. We've learnt that we can never, ever truly understand an organisation until we've taken time to chat about their past, their present, and their ambitions for the future.
 
Most businesses approach us because they sense there's something missing. They believe in their product or services, they have faith in their staff, yet there's a feeling that more could be done to spread their message to the wider world.
 

Whether that's achieved through PR, advertising, web design, social media, or any of our other services, our initial challenge is to delve deep and discover what that missing element might be.
 
More often than not we find that the company doesn't have a distinct message that sets it apart from competitors. This core message should be woven through every single conversation and communication like a piece of fine silk. It's subtle yet powerful; in tone it should feel natural, not forced or sales-y. We call this message the thread.
 
Pepsi vs Coke – when threads unravel
 
You'll have heard about taste tests for Pepsi and Coca-Cola. Blindfolded, most people will choose Pepsi over Coke. Yet in the competitive soft drinks market, Coke is consistently the winner. Why? Coke's feelgood thread is clear: take time out to enjoy a Coca-Cola moment. Coke equals happiness. Coke is it.
 
Pepsi, meanwhile, has suffered from a series of mixed marketing messages, culminating this year in a widely-derided ad campaign that was accused of exploiting protest movements in order to sell fizzy drinks. The ad, which featured Kendall Jenner presenting a can of Pepsi to a police officer, was withdrawn following a harsh backlash across the media.
 
In defence of its video, Pepsi said it reflected 'people from different walks of life coming together in a spirit of harmony.' It sounds as if Pepsi was trying to evoke the spirit of Coke's iconic 'I'd Like to Teach the World to Sing' ad. But the tone – the thread - was all wrong, and Pepsi have been left stitching the pieces back together.
 
What's your thread?
 
Does your business have a positive thread that runs through every aspect of your marketing and communications? We've helped hundreds of companies to boost their bottom line with clear and consistent campaigns that deliver results. To find out how we can help you, don't hesitate to get in touch.

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