Full service branding, advertising and marketplace communication
Quite simply, BFT’s prime objective is to create highly memorable brands by making them famous. Why would a brand not want to be famous? Can there be a better strategy for any product or service?
BFT is a full service agency in every respect—the ‘whole egg’ (as it is called): very much a ‘one-stop’ shop. For clients who do not need such an all-encompassing offer, we provide an ‘a la carte’ range of services—but even in that instance, the client feels like it is full service.
Our clients’ marketing and promotional requirements are strategically planned utilizing the originally British, highly acclaimed Account Planning system—now adopted by the US’s leading advertising agencies and more enlightened organizations. Much is written about “Account Planning” as a prime strategic function. Fundamentally, it places the consumer/purchaser central to the creative process…thereby ensuring that the brand’s strategy and promotional execution are not implemented in isolation from those people for which the product or service is intended. The further vital role of the system is to be the brand’s champion, keeping its key attributes to the fore. This results in straightforward and sensible marketing proposals.
When deciding to make a purchase, consumers (in every marketplace) initiate a Portfolio of Choices—a shortlist of brands they must check out. Therefore, from the point of view of brand recognition, branding an organization—whether it is sales oriented or service based—is really the same as branding cattle on a ranch. The ‘brand’ must differentiate itself from all other similar brands in the marketplace—even if all brands in the category look rather similar or are generic in nature. Successful branding, must be based on the concept of singularity. BFT’s objective is to create a positive perception, in the minds of the identified target audience, that there is no other organization, product or service that is quite the same or as relevant to their needs and wants.
In the development of a winning Brand Strategy, Account Planning embraces data and research analysis, individual group discussion (often based on BFT’s Brand Audit system), brainstorming, social anthropology and a little soothsaying…all leading to the requirements of the target audience.
Creative executions are produced by our teams of writers and art directors applying their national and international experience. The whole adds up to a service that many regional clients cannot hope to obtain in their marketplace.
The promotion of a brand must include a passion and respect for the views and inner feelings of potential customers. Therefore, BFT is constantly pushing for new ways to create insight and understanding of our clients’ existing and potential consumers and their relationship and perceptions to products, brands and advertising.
Our clients find the entire Account Planning process, throughout their brand’s life cycle, highly valuable—not only for brand promotion but also as an internal business model.
STRATEGIC MARKET PLANNING AND BRAND POSITIONING:
Market Analysis, Brand Plans and Communication Strategies for all products and services—from launch to maturity and beyond.
HIGH IMPACT CREATIVITY FOR ALL PRINT AND BROADCAST MEDIA:
Advertising, collateral design, point-of-sale material, direct marketing, film and video production, web design and production, digital media production.
MEDIA PLANNING AND BUYING:
Multi-million dollar ‘clout’—specialist in regional and national planning and buying and international associates for specialist multi-national business.
DIGITAL PRINT PRODUCTION:
Accuracy and economy with all aspects produced in-house to ensure client economy.
WEB DESIGN, DEVELOPMENT AND PRODUCTION:
Clear and simple communication—working independently and in tandem with the “New Rules” of Social Marketing.
All aspects seamlessly dovetailing with the all facets of the Communication Plan.
Viewed as a valuable, tactical communication vehicle and very much part of the marketing mix.