Experience. Intuition. Gut-feelings. All great and we embrace those influences, but at the end of the day, data carries the most sway.
We always start with goals. What are you trying to accomplish? What does success look like? When we can define that,
we can create strategy, systems and plans to get there. Digital, traditional, earned media, paid media, social, out-of-
home, you name it: it really doesn’t matter much to the buyer. Prospects care about the brand, what it means to them, and
how it makes them feel. Channel selection comes later and is more tactical in nature. Consumers want consistency from a
brand regardless of channel.