Crowbar Marketing

"Transcendent" brands exist in even the most commonplace categories.

In fact, they thrive, because they each represent a company’s passion, they each stand for something clear, and they each are built on brand touchpoints that work together.  This fosters engagement that can lead a customer from mild surprise to sustained passion: in other words, from first trial to substantial customer lifetime value.

But what about Marketing ROI?  Too many companies continue to define marketing as synonymous with advertising, thereby short-changing themselves.  The advent of online social networks and digital media has generated a lot of “froth and frenzy” among social media pundits and mavens; but many brand marketers and C-Level executives are still unsure how to define or measure success in that medium, or whether to even incorporate it into their planning.

The truth is that brand performance metrics are changing, and there is no single solution.  This reflects not only the ongoing advances in digital media, but also the continual shifts in how people now integrate digital media with their “offline” activities—including, of course, purchase decisions.  In the midst of these sea-changes, meaningful measures must be based increasingly on the brand as a core strategic asset, with specific qualitative and quantitative goals determined by the critical questions previously identified: What does our brand stand for, and why should our customers care?  How do we make every contact with our brand a positive experience for our customers?

Crowbar Marketing delivers strategies to answer these questions with actionable plans, increasing profitable growth and competitive strength.