Simplify Marketing Complexity.

It is, arguably, the greatest challenge facing the marketing industry: How will you handle increased complexity? After more than a decade of consulting to some of the country’s largest organizations, Cohesion’s approach has been refined to accommodate and leverage even the most complicated of situations. The fragmentation of media distribution. The growth of customer voice. […]

It is, arguably, the greatest challenge facing the marketing industry: How will you handle increased complexity?

After more than a decade of consulting to some of the country’s largest organizations, Cohesion’s approach has been refined to accommodate and leverage even the most complicated of situations. The fragmentation of media distribution. The growth of customer voice. The splintering of external audiences. Add to these the complexities that arise from acquisition, multiple businesses and brands, shifting categories, and more.

“Complexity is our biggest issue.”

Tom Haas, CMO, Siemens

Cohesion uses a proprietary research and discovery process to build stronger positioning and in the end, to create more efficient and cohesive messaging. To build broad, strategic communication platforms that centralize core messaging, yet allow specific messaging for specific audiences. Communications blueprints that can be utilized by an entire organization, not just marketing and sales.

SA Corporate Brand Matrix

“For our organization, Cohesion developed a core strategy, and then developed specific positioning and messaging that helped us optimize the value of the whole rather than only the value of the individual pieces/divisions/brands, etc.,” says Rob Shively, former president of SM&P Utility Resources, Inc.

Many times, Change is the trigger that forces an organization to address complexity. Said one Cohesion client in the life sciences business, “After 10 acquisitions and faced with a category that was changing on an almost daily basis, marketing just didn’t know what to say anymore.”

Here, Cohesion developed a positioning strategy that was flexible enough to evolve over time. Additionally, we created a Corporate Brand Platform inclusive of all positioning and messaging for this multinational company. 

If your organization faces complexity (and what company doesn’t, today), Cohesion can help build a more simplified path to increased relevance and reduced marketing waste. A path that can immediately begin saving you money and time; a path that can insure everyone understands where you are headed. To learn more about how Cohesion can support your efforts, contact Brian Creath at (314) 276-5383, or email him, here.

 

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