• Brand Intersection Group / Philosophy

For a brand to grow and prosper, we believe the goal must always be to find the intersection between what is AUTHENTIC about the brand and what is MEANINGFUL to your best prospects.

The truth about your brand, whatever it may be, is what sets you apart. Your source of authenticity can be a product differentiator, a service commitment, or simply an existing emotional connection people make with your brand that can be built upon. Regardless, this truth is what makes your customers connect with you, and is what will draw new prospects to you. Above all things, in the battle for increased engagement, your brand truth is the single most important weapon you will ever have. But to capitalize on the truth of your brand, it has to be made relevant to as many of the right people as possible.It must affirm not just what consumers want, but what consumers want to believe about themselves. It must reinforce your consumers’ aspirations. And THIS is where the intersection of what is TRUE and authentic about your brand and what is MEANINGFUL about your brand come together.

People don’t make demographic decisions, media buyers do. Knowing that 32% of my product is consumed by women 25-54 tells me very little about why they have clustered around my brand. Human behavior is closely linked to our desire to craft a life in a manner that is consistent with our desired sense of self. This sense manifests itself in a right-brained visceral and emotional “blink” and is supported by our left brain with reasons, facts, comparisons and mental notes. At the behavioral level and at the brand, or marketing intersection, great marketers supply authentic experiences that feed customer aspirations and are supported with the rational tools necessary to complete the transaction and cement the relationship. Next time you’re on the highway look at every VW driver you pass and you’ll find that they come from all ages and ethnicities. While many may be 25-54 it will become clear to you that there must be a more fundamental reason for their brand decisions. The real reason is that they share a unique attitude and approach to life. A mindset that makes them love the brand because of the way it makes them feel to be associated with it. This is how modern brands target first. Demographics are about negotiating media.

We will find and celebrate the most essential and authentic elements of your brand and raise them up to the people most likely to love them, appreciate them and be affirmed by them. You’ll reach the right people, in the right places with the right messages and experiences.