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Thought Leadership

Brand Value Spectrum: Put the Brand to Work

November 29, 2022

Create relevance. Generate value. Experience differentiation.

In our efforts to find more efficient & effective ways of working with clients, we’ve introduced The Brand Value Spectrum , an assessment tool designed to categorize your marketing challenges and opportunities. In our last blog, we dug into the first phase, (Re)Invent the Brand . You might find yourself here with an existing brand facing disruption or when you need to create a new brand from scratch.

But once that brand is solidified, how do you tell that story consistently, within the right insights, right channels and to the right target markets? When it comes time to Put the Brand to Work, clients often struggle with two key content issues:

Quantity. Content has been king for a while, but you may find it to be a relentless ruler as of late. Many clients are experiencing an explosive demand for content from sales and marketing channels, one that far exceeds the current means of your in-house capabilities, legacy brand agency capabilities, and most certainly your budget. As a result, you might be underserving channels key to your customer, or the ones you simply can’t get to.

Quality. Because of the stress on your resources, your bar for “good” has been lowered, just so you can get “more” content out the door. Perfection certainly isn’t the end goal, but when you’re compromising with content that doesn’t accurately reflect your brand’s look or voice, or you’re publishing just to publish without any real purpose to your communications, the return on investment to produce that content isn’t worth it.

Without enough meaningful output, your brand’s narrative can start to slip as you lose control of the conversation. That’s where our expertise in creating content@scale comes in. Hothouse is built on an insights-led content marketing promise designed to deliver high-quality, high-volume production capabilities.

And it’s a mindset that can apply to whatever the communications medium is, be it social, blog writing, performance marketing, email and beyond. Achieving both quantity and quality at scale, onshore and in-house gives you more control, maximizes budgets and enables you to curate a strategic robust content calendar, efficiently and effectively. For clients like IHG Hotels & Resorts, COX Automotive and Georgia’s Own Credit Union, we’ve Put the Brand to Work. Just imagine what we could do with you.

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