Strategy : The New Marketing

The best of brand + the best of direct + sales, powered by finance = success

This simple equation is the foundation of convergence. We bring together the best ideas and techniques that connect us to the individual, so that we can communicate with the individual on his or her terms. For over 20 years, I studied, tested and developed this methodology. It is the fastest way to create brand resonance and build brand loyalty. We have all the tools we need right at our fingertips to reach the individual and build an empathetic relationship.

Today, it is all about respecting the individual. Convergence retains the powerful imagery and messaging of brand advertising while leveraging the motivational techniques of direct marketing, and focusing all of it on the goals set by sales. It is powered by a financial model, using the contribution margin of what the customer is expected to be worth in a set period of time. It is about making money fast; it happens in real time with statistics to guide the way; and it has the advantage of being a process we can repeat over and over again, as well as proving critical path accountability to the CFO. …

Convergence is a bit like Chemistry 101. We need to mix the right elements to get the expected reaction. …

The Best of Brand
… Over the years, brand builders have developed a science that pulls us into a love affair with the brand. The aura of the brand—what we like or dislike about it—is everything. … Brand builders know exactly what to do or say to create need and desire in their target buyer. Some targets are huge—I mean, didn’t everyone desire the iPhone? And some targets are small, like me needing that really cool fiberglass sea kayak. …

We know that brands are more successful when we have an experience with them that is consistent with the brand persona. Convergence creates experiences and dialogue with the brand in order to strengthen brand loyalty.

One of the most valuable tools we need from branding to do our job well is a brilliantly crafted brand brief. It is also known as the brand book or brand identification platform. If we want all communications to reflect the essence, tone and character of the brand, then it seems reasonable to have a brief that defines all of these intimate details with some emotion. … Anything less gives us room for interpretation, creating our own definition, which results in weakening the brand.