Marketing Consultants in Lewes
29 Grange Road
Monday to Friday: Closed
Saturday to Sunday: 9am - 5:30pm
Insight Agents use the principles and tools of strategic planning to enable brands to communicate more effectively. We help companies create the most compelling and distinctive narrative to tell authentic, relevant brand stories.
By taking an analytical and evidence-based approach to brand storytelling, we identify the Golden Thread to weave together all elements of truly integrated brand communications.
With more than 25 years' experience and perspective in multi-channel communications, our clear-thinking consultants give marketers the ammunition they need by turning insights into action.
Here are four ways in which the Insight Agents go about our business.
Brand Data Audit
We start with three important questions.
What do you already know about your brand and perceptions of it?
What can you learn from: social media commentary, traditional media coverage, internal and external stakeholder perceptions, market research, employee attitudes and opinions, share of voice against competitors or peers?
Where are the holes in your data universe?
An Insight Agents Brand Data Audit is a great place to start the brand narrative planning process.
Taming Your Big Data
Insight Agents tame your big data by harmonising brand perceptions across different data sets and audience types. We test the consistency of attitudes and beliefs critical stakeholders have of your brand to determine how well or poorly aligned your communications are, how impactful your brand story is today. This process also enables us to build out the component parts of your ideal brand narrative.
The Golden Thread
Consistency and internal coherence are the foundation stones of a credible, authentic brand narrative. We use the intelligence we glean from Taming Your Big Data to build the ideal Golden Thread that should run through all aspects of your integrated brand communication. This Golden Thread will pervade all aspects of narrative theme, tone of voice, human interest, jeopardy, empathy and hero role status for the brand.
Standing for something – something distinctive, consistent and coherent – is just table stakes. To turn insight into action, Insight Agents work with brand teams and creative agencies across the channel mix – full-service, PR, digital, media and advertising – to develop evidence-based Engagement Plans that have success baked in.
Other tools of our trade include stakeholder analysis and mapping, workshop development and facilitation, and copy writing from tweets to white papers.
What can Insight Agents do for you? Let us know by getting in touch here.
In today's hyper-connected world, everyone's got something to say – brands, customers, internal and external stakeholders. This means that every audience you want to influence has attention deficit through information overload. This results in what Maurice Saatchi called Continuous Partial Attention.
So to cut through the clutter, to be memorable and relevant, you need a compelling brand narrative that is distinctively differentiating.
The wealth of analytics tools that make sense of social and digital content give us the ability to build evidence-based communications strategies for the first time. We should seize that opportunity not shrink from it just because we think these data are big and therefore scary.
Me-too R&D and design mean that products and services – from mortgages to antibacterial floor cleaner – have never had more similar product attributes and have never been more difficult to tell apart.
Brands need to embrace the power of storytelling to make themselves stand for something distinctively different and not just shout about how and why they're better.
By identifying your brand's Golden Thread – the central story that can guide all aspects of integrated brand communication – you give yourself a set of narrative rules by which your brand can live. And this process genuinely creates freedom within a framework for your brand marketers and your agencies. Contrary to expectation, it doesn't stifle their creative expression one jot.
Once you've shaped your brand narrative framework, it becomes the filter through which you judge the content and engagement opportunities your agencies develop for you, and that media partners present to you. You'll learn to ask “What would my brand do in this situation?" and play to your strengths in terms of narrative theme, tone of voice, human interest, jeopardy, empathy and the hero status of your brand.
Insight Agents' purpose is to enable companies to communicate more effectively by building better brand stories. By helping companies discover their true voice, we bring out the authenticity in brands.
As a company, Insight Agents is driven by a set of principles which reflect our own personality and values. These are:
1. Only take on work where we believe we can make a difference.
2. Tell really good stories – what Michael Palin called “Ripping Yarns".
3. Don't overstretch – only do what we know we really can do.
4. Cost jobs fairly and spend our customers' money as wisely as if it were our own.
5. Enjoy our work – hard work – but never be tyrannised by it.
The values of a company define what it's like to do business with that company. Our values matter to us. If they matter to you, too, check out the great TED talk by Simon Sinek and the work of the Happy Startup School.
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