The Answer to the Age-Old Question of "Brand or Sales" is a big old “Yes.”
Say what? Yes, we believe the answer is not in the middle but in both.
In the competitive marketing and advertising landscape, a classic conundrum has often been posed - "brand or sales?" Should we focus on building a memorable, emotionally resonant brand identity or drive short-term sales objectives? At The Wild Ones, we believe the answer to this question is not an either/or proposition. Instead, we confidently say - Yes!
Les Binet and Peter Field, two of the most respected thinkers in our field and authors of the seminal work "The Long and the Short of It," summarise our perspective well. They write, "Sales activation works best in the short term, brand building works best in the long term." For us, this insight is the cornerstone of our approach.
Our stance is that brand-building and sales-driving are not mutually exclusive endeavours. We root our philosophy in considerable brand creativity intertwined with startup ingenuity. Four integral pillars drive our work:
Be Nimble, Quick, and Prolific: In today’s fast-paced and unpredictable market, we need to be agile, adaptable, and prolific in our efforts. Binet and Field remind us that "Speed beats perfection," and we have embraced this mantra. We’re not about overthinking or creating unnecessary processes. Instead, we focus on reaching the right audience, at the right time, with the right message, and always with momentum.
Practice the Art of Selling: Binet and Field emphasize the need for sales activation to drive short-term results. We champion this approach - if we don't get noticed, we don't drive sales. If we don't drive sales, we haven't done our job. Our role is to cut through the noise, making an engaging and compelling statement.
The "Agent" in Agency: Our approach involves developing a crack team and a unique strategy for each job. Field and Binet advocate for "diversity of communication effects," and we create custom strategies to achieve this. We’re your agents, working in concert with you, immersed in your business, and dedicated to your success.
Have Soul: The X-factor, the essence of what sets a good advertisement apart from a great one - soul. The soul is the difference between an audience merely seeing your ad and genuinely feeling it. The emotion compels a reaction and, ultimately, an action. With us, you're not just creating campaigns; you're crafting experiences.
In the words of Binet and Field, "Brand and activation are more effective when used together." We couldn’t agree more. The dichotomy of "brand or sales" is outdated. What matters is creating a synergy that leverages the best of both worlds.
So, join us in exploring this fascinating interplay of branding and sales activation. Let's delve into how creativity can be interwoven with startup ingenuity to deliver results that transcend traditional marketing norms. Together, let's be the change we want to see in the advertising world. The future of branding and sales activation is not just an 'either/or' - it’s a resounding 'yes' to both.