APPROACH

OUR CALLING

Mechanica is the brand transformation consultancy that fuses strategy, collaboration and creativity to align your brand with your business strategy and company culture, with a focus on differentiation and value.

 

WE ARE STRATEGY FANATICS

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.

STRATEGY LIVES IN GREAT IDEAS

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.

GREAT IDEAS INSPIRE HUMAN CONNECTIONS

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.

OUR PROCESS

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 brand and product naming, over-arching Governing Brand Idea, brand manifesto, visual brand identity, content and web experience strategy, messaging and product architecture, Vision/Mission/Values, video and thought leadership content creation, and talent brand activation. We frequently even get involved with product and service development and customer co-creation.

  • 1 Immerse & Uncover

    Immerse & Uncover

    • 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

    • Services:

      Immersion Sessions, Quantitative Research, Qualitative Research, Experience Assessment, Landscape Assessment, Positioning, Personas, Customer Journeys

  • 2 Align

    Align

    • 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) methodology

    • Services:

      Insight Driven Collaboration Session, Brand and Product Architectures, and Organizational Alignment

  • 3 Plan

    Plan

    • Utilize positioning and journey mapping as foundation for integrated brand development plan to impact all touch points

    • Services:

      Content and Web Experience Strategy, Messaging and Product Architecture, and Vision/Mission/Values

  • 4 Create

    Create

    • Execution of all foundational brand assets necessary to fully develop and deploy brand internally and externally

    • Services:

      Brand and Product Naming, Over-arching Governing Brand Idea, Brand Manifesto, Visual Brand Identity, Video and Thought Leadership Content Creation, Talent Brand Activation

  • 5 Collaborate

    Collaborate

    • Deployment and ongoing optimization of creative brand assets across all touch points

    • Services:

      Work closely with in-house agencies and other partners to apply initial assets to website development, demand gen, events, etc. Product and service development & customer co-creation when called for.

What our Clients are saying

 

“We just rolled out our new branding internally to rave reviews, and it was a BIG home run! Changing a brand is so emotional for so many people, which is why investing time up front on the mechanics and positioning is so critical. Mechanica truly embraced WeVideo’s business transformation and led our team through an impactful process. Employees and execs are thrilled about how the WeVideo brand now captures the essence of what makes the company unique – and there’s just no way our team could have done it without you. Thank you, Mechanica, for your deep domain expertise, your “always on” enthusiasm, your constant patience with our team – and for delivering a one-of-a-kind brand experience that will pay dividends to WeVideo for years to come!”
– Carter Holland, CMO, WeVideo

“Mechanica thinks exactly like the executives at Viator… Everything is smart and beautiful and makes things so easy”

– Carmela, Brand Director, Viator

 

“At Saucony we are a close knit and dedicated team, and we have a lot of passion for what we do and how we do it. Mechanica matched that passion in every aspect of how they partnered with us to get our brand back in the game. With Mechanica it wasn’t just a marketing conversation, they were our business partner.”

– Richie Woodworth, President Saucony

 

“Mechanica has been an invaluable partner in creating and communicating Forcepoint’s stature as a new brand with a proven technology, a thought leader who isn’t tied to broken industry conventions.”

– Matt Preschern, CMO Forcepoint

 

“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, Founder Period