When the number of outlets increase, many companies fall into the trap of filling those channels with content, rather than focusing on their message and packaging it in a way that is interesting for people to relate to and spread. In our experience it is better to do a few things really well instead of having a constant flow of information in numerous channels.
We seldom recommend additional communicative efforts, but fewer with higher impact. Above all, we believe that the key is to develop a central idea or ”conducting idea” that will guide and permeate all communication.
Friends Agenda has worked with brand positioning and communications and message platforms for both large and complex international organizations, as well as smaller start-ups.
A strong basic message and a strong idea is the basis for all successful communication. Using only tactical efforts, without a proper strategy and clear messages, is rarely effective if you want to achieve your set goals. We believe in limited and well-defined strategic principles, which safely can be translated into creative tactics towards all major internal and external stakeholders.
The method for this is based on three steps: Insight – Idea – Impact
Insight – it is about understanding and delving into internal and external conditions in order to give a correct analysis of the brand’s position and possibilities. From this powerful messages are formulated which then become the core of the idea generating process. In order to combine and coordinate all parts of the communicative process a deep understanding of the client’s business is needed.
Idea – a strong idea that generates attention and speaking opportunities, so that the right message reaches the right audience. Our ambition is not only to present the most dazzling ideas, but rather be creative in delivering ideas that can be implemented and that actually do something for the business, not just create attention.
Impact – a big splash at the right moment is often more effective than a constant trickle. Implementation is everything – a strong idea improperly implemented is worse than a bad idea that is well implemented.
