Firm Strengths for Agency
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Relevant strength: Re-imaging Heartland Value Brands

Re-imaging a brand (or simply creating new perceptions on an existing
brand) is a tricky path to navigate because you need to insure it is
believable and it cannot disenfranchise the existing customer base. We
have found we work very well with brands (or companies) who have been
around for awhile. We like making a strong heritage re-relevant to a
new generation. We happen to call these brands Heartland Value brands -
companies with a soul. Our General Manager embodies this expertise
having worked with re-imaging strategy/programs with SunTrust Banks,
Ace Hardware, Denny’s Restaurants, Orkin, Valvoline, Schering-Plough
Suncare products, Georgia Dept. of Industry, Trade & Tourism, Publix
Supermarkets, KeyBank, National Guard and others. And the agency has
certainly positioned Blue Cross Blue Shield of NC, Madison River
Telecommunications and MeadWestvaco quite successfully in re-imaging
programs and guided CARQUEST through the process.

Relevant agency philosophy: Transactional Branding
This partnership mentality has created a strong agency passion for
uncovering explosive brand insights and bringing those insights to life
creatively in a way that makes consumers take action. We call our
philosophy Transactional Branding. We believe a client should have one
strong brand strategy that emanates through every aspect of its
marketing program. We understand that a focused brand insight
communicated at every point in the sales process – production through
influencer through end consumer touchpoint – increases the likelihood
of final purchase/transaction. Therefore, all the agency developed
programs build the brand AND build traffic/sales. Transactional
Branding may sound just like some agency buzzword, but we take it
seriously.

Bottom line. The agency believes brand image can be served at the same
time as the need for driving retail traffic/sales.