Strategy

Financial strategy isn’t based in intuition. Why should marketing strategy?


Applied Iconology can maximize your marketing initiatives improving the utilization of both consumer research and creative interpretation — the very core of profitable innovation.

We bridge the divide that separates the worlds of design, research and the marketer’s charge to grow business.

The truth is that most research is confirmatory.

And most design briefs are based on nebulous, irrelevant research.

This arrangement protects weak marketers from overly risky decisions, it also keeps strong marketers from taking reasonable, worthwhile risks.

One of the underlying problems is that marketers can’t always be certain that their research is entirely germane to the problem they confront; and from there the trust factor becomes more critical when an agency becomes involved.

Applied Iconology is dedicated to applying a new standard of clarity to this process.

Our program clarifies marketing objectives, suggests fresh research approaches, and renders the creative process more accountable and transparent.

We offer a suite of services and tools designed to complement existing marketing activity and to provide substantive improvements to your current innovation protocols.

We see this issue as comprised of five related disciplines that can be woven together in various combinations to alleviate marketers’ concerned in the innovation process.

First, a neuromarketing-based module identifies the key emotional elements in your market space. These findings can be achieved with custom lab research or conducted as an exercise in secondary research. (What do your customers really think?)

Secondly, our semiotic diagnostic evaluates how consumers grasp the category (or offering) from a sensory and perceptual point of view.

Next is the psychological element — the drafting of an emotional script that articulates the unique emotional value of the offering. This component isolates and identifies the unique emotional benefit suggests visual and verbal cues that will trigger recognition, and provides a basis for developing a more comprehensive design approach to building or evolving brand equities.

Visual analysis builds on the semiotic diagnostic and the findings of the emotional script, and creates a logically coherent body of visual references that centers on the revealed emotional triggers. This analysis can be conducted in any number of ways, with deliverables for both marketers and/or creatives.

Finally, the strategic component offers a fully developed synthesis of all the preceding components into a single, seamless program balancing strategy and execution. The core highlights that special, experiential magic that makes your customers feel as thought you’ve anticipated their wishes, and which builds loyalty.