FOCUS
A sharp focus is the way to ensure the audience gets the "point". Consumers are time-starved so communications need to get the point across quickly, on many different levels, including those that are logical and emotional.
We use the metaphor of a fishing lure to communicate the nature of a brand focus. An effective focus is memorable, sticks in the mind and leaves a favorable impression.
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1:
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The hook represents
the name that sticks
in the mind
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4: |
The line represents
the narrative
which explains the
reasons to believe. |
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The lure represents
the what and why: |
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2: |
The positioning
describes what it is. |
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3: |
The benefit is why
the consumer
should care. |
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We use SmartSteps to develop
a sharp focus so
communication gets the desired
results and build brand value.
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