Brand Translation:
tompeterscompany! Blogs on Community Experience Development™
by Geoff Thatcher
Wednesday, January 08, 2003
Brand Translation:
The Jan. 6 issue of BusinessWeek profiles a Cincinnati-based advertising and web technology firm that survived the downturn of 2002 by helping small companies understand branding. Metaphor Studio CEO Ran Mullins says in the article that "while small-business owners readily accepted that the big companies were branding every day, they had no concept that they were doing the same thing."
For Metaphor, helping smaller firms understand branding began with what one client called "Marketing 101." "We decided that the translation of marketing language would be the key to success," explains Mullins. "We worked to break down the term and its execution into steps that our prospects could identify with, hoping they would recognize those steps as something they commonly practice."
BusinessWeek asked a Chicago marketing expert to analyze Metaphor's strategy. The verdict: "Metaphor has achieved what companies often fail at doing: clearly giving structure and substance to a service. In addition, they have made a complex methodology easy to understand."
A white paper detailing Metaphor's approach is available on the agency's web site.
posted by Geoff Thatcher Wednesday, January 08, 2003
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About Tom Peters Company!:
Founded in the 1980s by renowned author and business guru Tom Peters, the company has evolved into a global training and education company committed to helping corporations at four key leverage points within their organizations: Leadership Development with The Leadership Challenge™, the industry's gold standard of leadership development and leadership training. Leadership Communication with The Leader's Voice™, a unique blend of leadership and communications training. Inspired Performance with Tom Peters' Wow!Projects™, an innovative approach to the human side of project management that helps inspire teams and individuals. Brand Champions with Brand Inside: Brand Outside™, a workshop designed to improve the customer experience by engaging and aligning everyone in your organization. Learn more at TomPeters.com
About Metaphor Studio:
Metaphor Studio is an advertising and technology agency providing Branding, Interactive, and Advertising Strategy since 1997. At Metaphor Studio we are experts in identity and interactive experience management. Specializing in Community Experience Development by providing strategies for sharing, participation and fellowship among brand communities. We define and develop communities that empower epic change by Cultivating members and clients through expert targeting, Fascinating the target audience through highly sophisticated and high-quality touch and using Illumination to assure lasting results by teaching community members about new and forthcoming offerings. Communities that understand your industry, your business or research goals, and can ultimately enhance your ability to effectively dominate your industry. Learn more at MetaphorStudio.com
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Past Issues:
2004
Q1 2004 - CHANGE!
Q2 2004 - Branding Personality
2003
Q1 2003 - Cultivate
Q2 2003 - Fascinate
Q3 2003 - Illuminate
Q4 2003 - Celebrate
About CED:
Community Experience Development™ (CED) is a business philosophy that focuses on the proprietary consulting strategy of Metaphor Studio, LLC, utilizing Internet methods for revolutionizing brand communities. CED includes cultivating, fascinating, and illuminating the target audience through personalized and non-personalized membership communities. The core CED principles involve leveraging intellectual properties to position each community creator as the leader and expert in their given community. Achievement of CED objectives results in the evolution of the brand community as the destination point for the given topic both online and offline. Download the complete executive whitepaper.
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