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