Welcome To Brandstone
Ten years ago – in the echo of the dot com and tech booms – I founded idea-ware with the simple notion that while technology (hardware and software) was important to growing companies, it was ultimately their ideas and messages (their "idea-ware") that would drive enduring success.
In the years that followed, technology assumed an even more prominent role in marketing and idea-ware was swept along with that trend, expanding into SEO, video, guerrilla-style social campaigns and digital thought-leadership programs. And while we found that mobile, social and digital mediums offer unmatched precision in targeting a message to the right person at the right time on the right device, we also continued to find that, without a compelling idea or authentic purpose to that message, companies still struggle to differentiate, sell at full value, and generate real and enduring loyalty among customers, partners and employees.
This marketing-technology arms race helped to create an incredibly noisy world where only a select few brands really stand out and outperform the market. However, those lucky few that do break out all share one thing in common: a strong foundation of ideals that power both their marketing messages and their internal cultures. This foundation is the collection of values, stories and messages that are codified in writing and serve as a "rosetta stone" for how your company – and its workforce – speaks and operates. It's the articulation of why your company exists beyond product features and beyond profit. It's what inspires your customers to pay full price and ignore competitors even when a better offer comes along. It's what motivates your employees to bring their full selves to work every day, and keep them there, for more than just a paycheck. It's what "Builds Lasting Bonds" and alignment between your company and EVERYONE else: employees, customers, partners, their families and the public.
This foundation represents a fundamental re-imagining of what a brand is and does. We call it the "Brandstone." And we've changed our name – and business model – to follow suit.
If this feels a bit like we've come full-circle to the original ideals behind "idea-ware," you are right. And we're not stopping there. Brandstone has also adopted the "advocacy" model idea-ware has long practiced. Our role will be to serve as your "brand advocate," with a single agenda: to build, grow and protect your brand. We do this both externally, championing your brand in the public-facing work performed by other agencies and resources (PR, advertising, etc.), as well as internally, where we infuse your brand into new programs that will change the way your company recruits new talent, incentivizes employees and partners, develops new products, sells to prospects, and supports customers.
This alignment of external and internal is the way that successful companies like Zappos, Apple and Southwest have achieved rapid growth and lasting dominance. This is Brandstone. And this is what we can do for your company.
We hope you will join us on the next 10 years of our journey as we challenge traditional notions of brand and help business leaders leverage their Brandstone to build lasting bonds that result in enduring competitive advantage, optimized performance and increased value.