Never Blink (and Other Positive Thoughts about Marketing Communications)

We live and work in a wired and wireless 24/7 world. Tomorrow is today in the Asian markets, and the January harvest of soybeans in Mato Grosso affects spring planting intentions for growers across the Midwest.

You can’t afford to take an eye off your agri-marketing business. Today, it’s more important than ever before to keep sharp focus on every touch point your brand has with the customers, prospects and influencers.

Because today, people just don’t have the time to analyze or interpret the meaning of your brand. That’s why it’s imperative to produce “High-Impact” marketing communications that differentiate your brand while establishing and/or reinforcing credibility and confidence in your brand.

In a 24/7 world, the brand is everything. And if you don’t communicate with clarity, consistency and constancy, your brand will be lost in the vortex of clutter that besieges the consumer on every front, day in and day out.

Never underestimate the power of brand.

Your brand is the most valuable asset and the most powerful tool you can wield in the commercial marketplace, yet many companies do not consciously create their own brand position. That gives your competition, and dissatisfied customers, the opportunity to create a brand position for you.

Creating a powerful brand requires sharp focus. If you try to wedge each and every feature benefit, program, promotion or service into your brand position, your brand will just become more jetsam and flotsam in that vortex of marketing communications clutter. Brand positioning that reflects product characteristics works on the assumption that your customers and prospects are rational decision makers – but both research and common human experience shows us that consumers are driven by emotion and perception.

Powerful brands are built on those two concepts, emotion and perception – not logic and reason. Successful brands create an emotional connection, and research confirms the reality: consumers will buy from a company they trust and whose promise continually meets their expectations.

Branding requires turning the cerebral into something visceral – it’s all about “feeling the brand”. Feeling the brand is positioning, and that position in the mind of the customer and prospect is what differentiates your products/service from the competition. Marketing communications can, and should have a profound affect on just how that position is created and reinforced … and reinforced … to make your brand the most desirable, if not the only, viable choice in the marketplace.

Never settle for less.

We are Red Lizard Creative – a group of proven creatives who breathe life into your marketing plans to create communications programs that meet and/or exceed established goals. The descriptor “Creative” in the Red Lizard name characterizes our approach to all aspects of marketing communications. Creativity is not limited to writers and art directors – at Red Lizard Creative it runs through the entire organization, from account management to media relations to creative executions in all media – including some that may not exist today.

We’ll work with, and for you, to create brand-based communications that best position and differentiate your products and services in the marketplace. What’s more, we like to make it fun. Focus on the opportunity, have some fun working up solutions and develop the most “leverage-able” marketing communications.

We feel fortunate to have decades of experience selling into and through agricultural distribution channels for a wide range of products and manufacturers. We learned long ago, that in some cases, the most important customer is not the end user, but the company or individual that goods and services are sold to, and/or through. In addition to creating powerful brands – we take pride in producing hard-working sales collateral and co-op advertising materials. We have experience in all aspects of channel marketing and development: from event planning through channel and dealer development – promotion and loyalty activities through linkage programs.

That experience and know-how allows Red Lizard Creative to take an integrated business approach that fuses strategic situation analyses, research and planning with marketing, advertising, and publicity. Our “Creatively Strategic and Strategically Creative” approach ensures that client interests are top-of-mind and the tools employed are carefully selected for both the planning and execution of powerful brand communications on every level.

If you’d like to talk about how to better position your brand in the new reality of a 24/7 marketing world, visit with the Lizards. Keep your eyes on the prize – your brand – and make great things happen. But remember, Never Blink.

Visit Red Lizard Creative at www.redlizardcreative.com or talk to a Lizard at:
1-800-453-3761.