A fanatical devotion to combine Marketing, Creativity, and Technology.
From our Creative Director to the Programmer — we approach each project with the understanding that the brand is what drives the creative process & create an experience that exceeds our client needs and business objectives.
Our global experience with website infrastructure and user-interface allows us to make each customer experience personalized, actionable — and most important—measurable. Walk the halls at FUELPIPE and you’re as likely to hear impassioned debates over tests versus controls, as you are to hear teams debating the turn of a phrase or the choice of a photograph or color in capturing the essence of a brand. In our years of building programs for our clients, we’ve learned a lot about how to create work that appeals to the hearts and minds of customers.
This learning has been distilled into our Marketing and Creative Philosophy.
- Know the Brand
World-class brands have both a rational and emotional appeal, and you need both sides of the brain in order to win customers.At FUELPIPE, we work with all of our clients to get to know their brand as well as they do. We start with a brand model exercise that is designed to zero in on the brand’s promise and core values.It’s not enough to simply speak in the right voice or use the right typography and colors to express a brand. It’s critical to live the brand—to experience it directly. When we say we live the brand, we mean it.
- Break Through the Clutter
Once we understand the brand inside and out, our marketing and creative teams can make magic. That magic starts with knowing that it’s not just what you say but how you say it that makes all the difference, and that makes your brand stand out.How you say something means taking advantage of everything we’ve learned in our 20 years as creative marketers. The use of language, color, type, photography, and paper stock—even the use of white space in an ad or a Web page. On each assignment, we leverage every creative asset to its fullest in order to get the attention of your customers.
- Use Context to Connect to Your Customers
Context is everything when it comes to breaking through the clutter. For example, Web users are reluctant to click on banners and interrupt their sessions to investigate advertiser offers.
- Test and Learn
We’ve said it before and we’ll say it again: Our marketing and creative teams live for results.It’s always a competition to see which teams can create the campaign that outperforms everything that came before it. We work with Strategy and Measurement to develop rigorous test matrices, then we go to market. The minute the results start rolling in, our teams pore through the data and start improving the work so the next campaign will outperform the present. It’s a bit fanatical, but the kind of fanaticism that leads to countless success stories.
In our experience, we have found two consistent factors to help position brands:Enablers vs. Providers. Enabler brands are the most valuable. These brands promote an end result and are associated more with the usage experience than with the brand itself. High-user experience gives enabler brands an emotional aspect beyond their functional association. Provider brands are known for providing a product. They are good, dependable, and trustworthy. But they get no credit for the experience itself. For example, Nike enables success, whereas, Reebok provides shoes. IBM is a company that has positioned itself as enabling e-business; whereas; it used to provide hardware and software.Mass vs. Personal. Personal brands build strong, more loyal user relationships. Mass brands mean the same thing to all customers. Visa is a mass brand meaning currency and ubiquity, whereas American Express has many unique relationships, from corporate accounts to the prestigious service of Platinum Card to the tech-savvy Blue.To win in the marketplace, brands must be perceived as both personal AND enabling.
- Core Values and Customer Experience
To ensure that your brand is perceived as both personal AND enabling, we have to look at the total brand experience—not just your advertising. No matter how wonderful your brand promise is in print or TV, you’re only as good as the weakest link in your brand experience chain.If one of your core values is about quality of service, then every time your brand touches the customer that experience has to resonate with first-class treatment. Every phone call. Every letter. Every website visit. Everything.You may have the best product in the world—truly the stuff of precious memories—but if a customer has a bad experience with a phone rep, your brand equity is damaged—perhaps forever. Every touch point with your customer is an opportunity to reinforce your brand’s promise and strengthen your brand equity. As stewards of your brand, we’ll make sure your values are managed with the long view of customer retention in mind.
- Constant Brand Monitoring
Keeping a brand alive and true to its values requires constant vigilance. Simply stated, the best way to be true to your brand is to police it—to make sure your brand guidelines are maintained and followed. If you don’t have brand guidelines, you need to create them. FUELPIPE can help. For many of our clients, we have created brand guidelines from scratch. In fact, the creation of online brand style guides is an integral part of our creative process for every site we build. For more mature brands, we’ve helped update and maintain the guidelines.But monitoring a brand goes beyond making sure the logo is the right size and color. It’s also about making sure the experience is on-brand. Which is why our Marketing and Creative groups routinely police brands by making phone calls, visiting stores, and talking to customers.
- Cross-Channel Approach and Examples
Your customers don’t just experience your brand online or offline. They experience your brand over time and in multiple ways. Which is why we take a cross-channel approach to making sure all our clients maintain graphic and “voice” continuity in every marketing element.