One of the best books I’ve read (multiple times, in fact) is Michael Watkins’ The First 90 Days. It is a thoughtful guide for leaders beginning new roles or taking on new assignments. One of his more important suggestions is that you should take the appropriate amount of time to let it all sink in before taking action. In other words, take the time to listen and observe.
You might recall that we started BrandMETTLE because our target audience – the 50+ experienced consumer – wasn’t being heard. And just as important, we observed that too many marketers’ needs weren’t being met by their agency partners.
Therefore, Amy and I committed to following Mr. Watkins’ guidance when we launched BrandMETTLE. In fact, most of our initial meetings with clients, valued colleagues, and strategic partners involved listening for challenges rather than just talking about our solutions.
Indeed, we had a vision for what we wanted to bring to the industry, but, refreshingly, we weren’t encumbered by existing talent, traditional processes, or old technology. Of course, starting from a blank slate meant hitting the ground running to serve clients and build out solutions, so we simultaneously assessed the opportunities while focusing on our strengths – customer insight, branding, and technology.
Throughout our first few months, we’ve been observing how the market is responding to the totality of our promise as well as the individual components of our offering. While not surprised, I think we may have underestimated the need for excellence within some of the categories we serve:
1. The desire for proven, effective branding strategy and process
2. The mandate for effective, new, and innovative technology
3. Authentic depth of understanding and passion for this consumer market
The great news is that our collective strengths align perfectly to the greatest needs in the market.
While the learnings have been consistent, so, too, have been the questions. Many of you recognize the need to focus on this consumer and the significance of their contribution to your brand, but express uncertainty on where to begin or how to approach. Additionally, many of you have inquired how to get greater visibility into the effectiveness of marketing initiatives and greater control over how efficiently they get done.
We heard you. That’s why we have developed a clear and simple brand strategy process, supported by an understanding of key intervening factors of our target audience. And then providing every one of our clients, across a variety of industries, the visibility and transparency into their marketing efforts.
One final note. We have been encouraged and excited by the response of the market to our new offering. Not only do we have new and potential clients entrusting us with their brands, but the talent throughout the industry wanting to be a part of BrandMETTLE is overwhelming. And, most importantly, from those experienced consumers who fall into this target audience – all of whom have expressed that our offering is one for whose time has come, thanks to all of you!
We are very excited and ready to uniquely serve you!