Five Questions. Five Answers.
- Who are you, and what do you do?
In short, we're a media-neutral brand consultancy. We're very experienced in both strategy and design–we speak the language of both. Meaning, we understand how to drive to a clear, concise and compelling proposition (story) and tell it in a way that resonates with audiences regardless of the medium. We're an interesting bunch with a good mix of skills and talents who believe that working in a collaborative way always produces a better result.
- Who are your clients, what's their focus, and whom in your client organization are you dealing with?
We work for the likes of Carlyle, BNP Paribas, Bank of America, Cardinal Health, Dechert, Blue Cross Blue Shield of Florida, Harley, McKinsey, MF Global, Nielsen and others. We help clients rationalize their brand portfolios and structure product and service offerings to help make the selection and buying process as easy as possible.
We primarily serve decision makers; CEOs, CMOs and Boards in healthcare and professional services. Think of it this way; we serve knowledge-based businesses, people who are smart and demanding and who don't often think of brand, marketing and communications in a business and value-creating context. (But start to do so when they start working with us…)
- What are the trigger events that cause clients to consult you? When and why are you needed?
The short answer is any change event. New ownership, a new CEO, a spin-off, a troubled company that needs to sort out who they are and how to best position themselves. Much of our work is prompted by a transaction, which is why we do a lot of work in M&A and with Private Equity firms and their portfolio companies.
What matters is that we understand the core problem of marketing in this arena: everyone knows it's hard to stand out from the crowd based on performance alone, especially with so many ways for the public to gain information about a company, its products and services. We solve this problem by providing the expertise and guidance needed to differentiate a company, since differentiation and clarity provide competitive advantage.
- What service do you provide your clients (like an ad agency, pr or consulting firm)? Where do I fit you in with the things I'm familiar with?
It depends on the need. Could be a new name. Could be the need for market research to inform strategic decisions. Often it's the redesign of a logo and identity. Often it's creating a website for a new client, or the redesign of a site for an established business who has just realized that it's a very important marketing and communications channel. Often, it's helping gain the internal alignment needed to ensure employees are in a position to achieve personal and organizational goals. Often, it's helping companies create a killer presentation for road shows.
Whatever the point of entry, we're really about helping a company sort out their story, and display their competitive advantage, so that every form and channel of communication looks and sound consistent, and everyone sounds like they work at the same place!
- How can what you offer help me create value?
Creating value is about growth, and growth often comes from selling more or doing it in a more efficient way, right? What we do is help close the gap between marketing and selling inside your company to help customers close the gap between considering and buying in the marketplace in which you compete.
That is value-creation. It's not about financial engineering. Our world is more about making the most sense out of what you have, and crafting ways to talk about it to sell more, attract the right talent, and best position your company to get the very best multiple upon sale.
Ron Cappello is the founder and CEO of Infinia Group, a brand strategy and design firm based in New York City. He can be contacted at 212-463-5101 and firstname.lastname@example.org.