G+K JOURNAL

INSIGHT. INSPIRATION. INTEGRATION. The “3 i’s” are at the center of how G+K collaborates with our clients.

INSIGHT. Your company’s brand experience is created from a brand vision. The experience itself is everything your audience senses about your brand. Engagement happens by identifying and exploiting the magic in a brand: the insight or idea that connects to the audience.

Information gathered during our Brand RoadMap process is distilled into an insight that will resonate with your company’s target audience. G+K then sews it into every communication touchpoint.

INSPIRATION. “Don’t loaf and invite inspiration; light out after it with a club.”  — Jack London

The secret to having good ideas is to have lots of ideas to choose from.  Seeing the creative problem with ‘fresh eyes’ is a prerequisite for producing a concept that will present the proposition in an original and memorable way. First, we must understand what the target audience expects to see; then we take them by surprise by introducing the unexpected.

Great execution becomes content! This approach also helps our client’s ROI by creating relevant information about their product or service in a unique way, so our story will be heard.

INTEGRATION. A good working process is even more crucial when brand campaigns are executed across a range of media. This ‘integrated campaign’ approach is used when the brand seeks to project a core message or insight to as broad an audience as possible. Today’s IMC (Integrated Marketing Communications) model includes everything from digital sales promotion and social media, to event advertising and more traditional channels.

Having a clear brand vision first before a company creates it’s icons, logos, websites or advertising promotions, ensures the clarity and focus that is necessary for companies of any size to effectively communicate their brand experience.