Mechanica and Fast Company partnered to launch the Branding Forward Project, an ongoing, research inspired collaboration revealing actionable insights from the real-world experiences of top marketers and brand builders.
The BrandingForwardProject.com online discovery platform surveys hundreds of senior marketing executives on how their approach to brand building is evolving in light of today’s context of constant change. This data is made readily accessible for learning and sharing. It opens the door for a broad-scale reassessment of marketing and branding best practices, priorities and processes.
THE INSIGHT-DRIVEN COLLABORATION SESSION
Mechanica’s Insight-Driven Collaboration Session (ICS) is a proven approach for using multidisciplinary teams to more effectively arrive at a focused, data-driven brand position. The process synthesizes the huge amount of relevant and multichannel data available today into easily digestible chunks. This enables management teams to productively engage information and explore the implications of different positioning options across the entirety of the product and marketing mix. The final outcome of an ICS is not just a focused brand position, but also the shared team understanding, conviction and ownership required to efficiently turn the positioning into reality.
BRAND EXPERIENCE STRATEGY (BES)
Restless marketers understand that in today’s chaotic media universe, Brand Engagement is the Holy Grail. Mechanica’s Brand Engagement Strategy approach helps brands create, deepen, and extend relationships with prospects, customers, and consumers. Based in data-driven understanding of a brand’s target audiences, Brand Engagement Strategy suggests the ideal media mix and cadence of brand experiences that capitalize on fast-changing marketplace realities and opportunities.
Tips for developing effective new product and marketing strategies for the uncharted (and unchartable) wilderness of today’s constantly changing landscape. Learn how marketing strategists should approach brand positioning, product development, user experience and other challenges in an environment that’s in a constant state of disruption.
THE PANORAMIC BRAND EXPERIENCE AUDIT
Learn about an analytic process designed to help marketing organizations diagnose, redesign and implement a richer and more engaging brand experience. This methodology leverages channel-specific best practices so well as applying a cross-channel, persona-based perspective.
PR MEETS VIRAL MARKETING
A 21st century strategy for leveraging existing engagement networks and passions to build a global brand presence in a credible and efficient way. This case story combines two methodologies (one time-tested, the other more emergent) to produce a more powerful result.
NETWORK BASED CREATIVE DEVELOPMENT
Technological advances have created a virtual explosion of delivery channels and creative opportunities for brands to connect with consumers. The traditional agency model of creative development is reliant upon in-house teams and consequently misses many of the possibilities that this new world presents. Mechanica’s open creative development approach utilizes an ever-expanding network of creative resources. This is resulting in better solutions and a redefinition of the creative process.
CONTACT STRATEGY: FROM VISION TO REALITY
As the opportunities to contact and engage a brand’s audience have dramatically expanded, the need for a true Contact Strategy approach — one that encompasses the entire paid/earned/owned spectrum has gone from dream to requirement. Mechanica’s open creative development model enables us to practice a true Contact Strategy approach to planning and implementation.
INC. AND MECHANICA BUILD A NEW BRAND
A first-person client account of working with Mechanica to achieve a breakthrough business model and brand foundation. By George Gendron, Founding Editor-in-Chief and currently Managing Director of New Ventures at Inc. Magazine.
Engine90 goes beyond brand-specific issues to radically simplify the process of gaining a cross-functional assessment of organizational strengths, weaknesses, and dependencies. It combines this assessment with a clear line of site action plan to expanding potential and accelerating growth.
MILLENNIALS & FINANCE / 1
A Conversation with George Kinder
The first white paper in our Millennials series shines a spotlight on GEORGE KINDER, a financial planner who created a “life planning” approach to personal financial management. We talk to George about his experience with Millennials and how their outlook, values, and approaches to financial planning differ from other generations.
MILLENNIALS & FINANCE / 2
A Conversation with Mitchell Wade
The second white paper in our Millennials series focuses on the perspective of MITCHELL WADE, an author, academic, and facilitator helping innovators and entrepreneurs bring their ideas for social enterprises to life. We talk to Mitchell about Millennials and their approach to learning, developing careers, and changing the world.
MILLENNIALS & FINANCE / 3
A Conversation with Greg Beato
The third white paper in our Millennials series features a discussion with journalist GREG BEATO. Greg writes about intersections between culture, technology and business, and talks to us about the opportunities that technology aggregation tools provide, particularly when it comes to deploying capital in strategic ways and making choices about producing consumer goods or services — something that had previously only been available to governments, banks, and the super-wealthy.