Jo-Ann is a passionate research geek. As a result, especially for a company of our size, we spend an inordinate amount of money and effort on research tools and licenses.
The reason we do this is that we now live in a world where brands are constantly re-created by the open flow of information between people, surprisingly often entirely without their knowledge. Today more than ever, it doesn’t matter at all what you think your brand is, sitting in your comfortable office, working away on your marketing plan.
The only thing that matters is what they think. And what they think can change within days, or even hours.
So before we start work on a strategy we need to know what’s really going on, live, now. Once we know that, we’re in a position to give honest, unbiased advice to our clients, advice that’s based on reality, not wishful thinking or a finger stuck into the wind.
As a result, we start every job we do with a 360º brand scan. It takes time, it takes effort, for sure. But as far as we’re concerned, it’s the only way to go if you don’t want to run blind.