Developing Brands for the Connected Consumer

Contemporary brand communications isn’t about choosing one channel over another; it’s about rethinking how all of the marketing channels are working together. The way a majority 
of marketers “coordinate” their marketing channels right now 
is broken: Even today, most marketers develop their TV ads 
first and then hand them to an interactive team in the hope 
they can build a site or a banner campaign that matches. 
As we’ve seen, this rarely works well.

The only way to fix this is to replace the old-fashioned TV-first model of campaign development with one that starts by focusing on our deepest, most trusted marketing channel: interactive. It’s time for brands to start building multilayered brand ecosystems that put interactive tools at the core.

While integrated agencies are very good at talking up the marketing fire power they have “under the one roof ”, the reality is that the standard agency structure of dedicated channel-based departments (ATL, Direct, Digital, etc.), each of which house multiple layers of management, creative, account management, strategy, design, media and production, is not able to facilitate even the most basic collaboration required to meet the challenges of contemporary communications.

The main alternative to this approach appears to be the establishment of standalone specialist creative agencies that focus on a core set of skills. But as the number of complex and divergent skills required for a contemporary marketing strategy to succeed increases, it’s impossible to see how these agencies will also be able to meet the challenge, without collaborating with a variety of complimentary specialist creative agencies first.

As a counterpoint to both of these approaches, Cornwell has set about employing a core group of idea-led creative thinkers with a wide and diverse skill set. As a result, it’s not uncommon for the lead team on a Cornwell project to involve a Brand Strategist, Digital Planner, an Illustrator, a Digital Designer, an Art Director, a Copywriter and a Direct Marketer. Together, this team will be responsible for developing a communications blueprint before outsourcing the implementation of the project to their network of affiliated specialty companies and individuals, based on the specifics of the assignment.

Because of this, we never start a project with fixed preconceptions about the outcomes or solutions required. We don’t try and sell strategy if we don’t feel it’s necessary. We don’t insist on redesigning the logo. We don’t change the marketing collateral if it’s doing a good job. And we don’t try to offer a social media edge if it’s not right for the business.

But whatever the brand and specific communications challenge, our multidisciplinary team will deliver work that is intelligent, intuitive, human and gets results.

Everyone knows the best time to get your baked goods is when they’re fresh out the oven. And BakerTweet is a great way to let followers know that the fresh goodies are ready right now.

Little Printer lives in your home, bringing you news, puzzles and gossip from your friends. Use your smartphone to set up subscriptions and Little Printer will gather them together to create a timely, beautiful mini-newspaper the size of a sales receipt.

As part of the CUB rebranding we created the Super Magical Beer Labeller that staff could use to design their own custom labels. The most popular labels were then made into a limited run commemorative “Case of Friendship”.

Thanks to Square, now anyone from a cab driver to a house-call doctor to a produce purveyor at the farmers’ market – even a couple holding a yard sale – can accept payments on their mobile devices.