In today’s media jungle and flood of information, it is easier than ever to ignore marketing communications completely. Only the best and sometimes brutally simple ideas can break through the wall of indifference and get results.
Brands that are simple and coherent are more valuable in the long run than ones that are complicated and confusing.
It’s about getting the right brand message through to the right people in the right way in the right place: what, to whom, how and where.
“People are more likely to recommend
brands that are simpler,
and they are happy to pay a premium
- pay more money - for the simpler brands.”
Make complicated things simple. Reach goals by creating a simple, understandable and inspiring strategy.
A good insight is not just a summary or a distillation. It is a new and surprising perspective sprouting from the world of the brand and its target group. It makes you think, "yeah, that’s how it is." It activates, endures, and gets results. It can lead to a whole new marketing approach.
“Simple can be harder than complex:
you have to work hard to get your
thinking clean to make it simple.
But it’s worth it in the end because once
you get there, you can move mountains.”
Marketing communication is aimed at human beings. It has to be based on a true and simple observation of people’s lives – the real consumer insight.
The best results are achieved when the message contains something that is special to your key target group, but gives something to other people as well – a message that is gratifying to all its recipients.
”If you can’t explain it simply, you
don’t understand it well enough.”
Create a story. Build a rich world around a simple and relevant promise. A lasting and adaptable concept.
Simplicity is not a monoscopic lack of all nuance nor does it mean that ideas have to be boiled down to the banal. For advertising to work in today’s world, it needs to be as alluring as the finest art or entertainment. You have to sweep people off their feet. If the goal is to leave a trace in people’s memories, it’s better to truly touch them: to make them laugh, move them, shake them up, provoke their thoughts, or at the very least entertain them. That’s how phenomena are made. When you can do that, you’ll see the results on your bottom line.
”Making the simple complicated
making the complicated simple,
There’s no point in using a sledgehammer to crack a nut or putting on a fireworks show that is here today and gone tomorrow. It’s also no good hitting your consumers from every direction at once with a peashooter. Either they won’t notice a thing or just get annoyed. Multichannelling is crucial. The key is to focus your communications on the most effective channels in each situation.
Different media have to be used in the right roles and integrated properly. It’s also possible to create completely new and innovative channels and methods. At the same time you need to take care of customer dialogue and service, and you need to make the user experience and purchasing as simple and easy as possible.
”Educators take something simple and
make it complicated. Communicators take
something complicated and make it simple.”
In a nutshell, marketing without an idea and a story is indifferent, and without a lasting concept, it’s incoherent.
Our job is to create differentiating and effective marketing concepts.
”Never use jargon words like
They are hallmarks of a pretentious ass.”
One of the most important things in building a brand is to keep your promises. When the name of our company promises to make it simple, you can bet that is exactly what we do. Simplicity also means efficiency: agility and flexible cooperation with our clients and partners.
Pohjoinen Makasiinikatu 7 A 4th floor
The Salvation Army
The Academic Bookstore
The Federation of Finnish Enterprises
“The way to get started is to
quit talking and begin doing.”