How We Do It

Anyone who works in our business for any length of time gathers an assortment of various principles that work for them. Here are a few that we've used along the way for some of our more successful compaigns.

Process #23: Take Advantage of What You've Got.

Sometimes a brand's existing equities are overlooked in favor of creating something new. But, when you have a rich valued history, why not leverage what you've already established in people's minds? That's what we did for the Vienna brand when we proclaimed their pre-eminence as Chicago's Hot Dog.

Process #12: Change Perceptions When Needed.

Sometimes the worst problem you have is being too well known, especially when people mistakenly see you as dated or irrelevant. That's why we re-cast The Salvation Army from quaint bell-ringers into the relevant, contemporary, year-round and activist role that they really occupy.

Process #17: Know What the Customer Believes.

Before we can hope to motivate them on your behalf, take the time and go to the the trouble to determine what your prospective customers already think. (It's often surprisingly different from what you or we might have thought.) With ICAP, we discovered how John Q. Public really viewed the rich.