Mechanica is the brand transformation partner that fuses strategy, collaboration and creativity
to align your brand with your business strategy, with a focus on differentiation and value.
Successfully executing across a brand’s ever-expanding engagement landscape starts with clarity and focus. That’s why our work always begins with research, strategy and positioning. Our unique Insight-Driven Collaboration Session (ICS) allows cross-functional stakeholders to efficiently review large sets of data and align around a focused positioning. By infusing this positioning at key touchpoints in the customer’s journey, and developing a targeted Brand Engagement Strategy, all the ingredients are in place to create truly remarkable and effective creative solutions.
We practice a collaborative, integrated approach to crafting positionings and resulting brand platforms which is why we involve creative thinkers throughout the positioning development process. This ensures we end up with executable strategies and brand platforms that can ignite ideas from all creative partners. This usually includes internal Client agencies and other critical executional partners who are closest to opportunities to fully express the brand platform across all touchpoints.
Powerful brand ideas create meaningful, relevant and emotionally resonant customer connections. Through extensive customer journey work, we find the places where the brand message can be most relevant, timely and distinctive. Versus merely looking for ways to target messages at people. Just because it’s hyper-targeted doesn’t make it hyper- relevant. That’s why we also have an open-source creative executional model to ensure we never limit the possibilities for relevant connections based on limitations of ours or our client’s internal resources.
While every engagement is customized to meet the unique needs of our Clients, we deploy a multi-step Architect + Activate approach. The Architecting starts with a cross-functional, research and data-driven process – culminating in an Insight Driven Collaboration Session that involves leadership teams beyond marketing. This helps ensure our first, critical deliverable – a new brand position, architecture and a singular, unifying idea — possesses relevancy and distinctiveness to impact the totality of your business.
Our Activation work extends to naming brand identity, cross-channel advertising, video and other content assets, website refreshes, events, and vision/mission/values alignment. We even work on product and service development and customer co-creation. A formal process, such as the one outlined below, is critical to success:
Deep dive into stakeholder perspectives combined with full immersion into existing research and analytics plus additional research and available sales data as needed. Synthesis of immersion findings into core insights and resultant exploration of brand positioning possibilities
Immersion Sessions, Quantitative Research, Qualitative Research, Experience Assessment, Landscape Assessment, Positioning, Personas, Customer Journeys
A highly collaborative, day-long session with a team of key stakeholders in which research insights are discussed and a range of possible brand positioning options are reviewed and pressure tested across the customer’s journey; cross-functional implications are explored and a final brand position and messaging architecture is agreed upon
We have developed a proprietary Insight-Driven Collaboration Session (ICS) methodologyInsight Driven Collaboration Session, Brand and Product Architectures, Vision, Mission, Values, Organizational Alignment
Utilize positioning and journey mapping as foundation for integrated brand development plan to impact all touch points
Brand Engagement Strategy Best PracticesMedia Strategy, Experience Strategy, Future State Journey, Content Strategy, Thought Leader Programs, Measurement, Internal/ External Rollout Plan
Execution of all foundational brand assets necessary to fully develop and deploy brand internally and externally
Governing Brand Idea, Naming, Brand Identity, Style Guide, Naming, Messaging Architecture, Campaign Development
Deployment and ongoing optimization of creative brand assets across all touch points
Internal Rollout, Advertising, Experiential Marketing, Website Activation, SEO/SEM, Online/Offline Collateral, Events, Social Media, Packaging, In-store, CRM programs, Thought Leadership, Optimization
“Working with Mechanica has been a game-changer for PERIOD. Their team not only helped us authentically find and refine our voice and brand but also brought it to life in the boldest way we could have imagined — and that transformation has unimaginably strengthened our capacity for impact. The team at Mechanica employ artistry and professionalism in their work that makes collaboration feel supported and strategic.”
– Nadya Okamoto