Architecture
PRACTICE 3
Creating effective architectures is about finding the places where people gather and where they're comfortable, constructing a narrative, then connecting through various touches. You then build on them to deepen the connection with your brand, thus creating a lasting relationship. It's not only about where you touch your audience and with which tools, it's also about how you roll out the promise.
We help clients determine which touches, in what combination, will enable their customers to best get questions answered; questions like relevance, differentiation, business value, nurturing, and long-term value. We evaluate ethnographies, geographies, and accessibility, and discover how to connect in meaningful ways.
We see four primary points where people connect today, listed on the right.
Connection Points:
Virtual - from simple websites to complex business communication portals, virtual connections have rapidly become a significant part of everyday life.
Social - friending, linking, blogging, commenting, sharing, and bookmarking are new concepts and behaviors that pose new challenges and demand new strategies.
Immersive Events - every event, from trade show to seminar to sales summit, is an opportunity to create a complete communiciations campaign.
Real World - even the touchpoints that aren’t so new – print and TV ads, point-of-sale displays, direct mail, signage — must be memorable.